Framing An Effective Online Advertising Strategy

Engage Digital Summit, PRSI, Kolkata5th June 2012Kapil Gupta (kapil.gupta@omlogic.com)

$20 Billion.

Here exists the $20 Billion Opportunity

*Source: eMarketer 3/11, Mary Meeker, KPCB

If this opportunity is not grabbed, marketers will simply go back to the tried and tested 30-sec TV commercials.

Social Networking: #1 time-consumer online in June 2011 in USA

*Source: comScore Media Metrix USA panel-only data; Mary Meeker, KPCB

*Source: Norton, The Economic Times, March 28, 2012

*Source: Nielsen and NM Incite, "The Social Media Report, Q3, 2011"

Moreover…

Online is not “advertising” stupid!

Marketing

Engage Digital Summit, PRSI, Kolkata5th June 2012Kapil Gupta (kapil.gupta@omlogic.com)

Dear Online Ads,

Sincerely,Social Media

Let me tell you why:

You are intrusive:

You ask/demand too much:

You don’t tell a story well:

You provide very weak branding:

What are you talking about? What do you want?

It’s the age of content, not copy:

Social Drives Real Results

GreenLeap Delhi – Plant A Million Trees in Monsoon

Outdoor Ads – Govt. owned bus stops.

Where do we go from here?

Here:

Here:

How to:

1. What’s your product about?

2. What do you want to promote?

3. Who do you want to promote to?

4. What value can you add (communication)?

5. Why will they engage with you?

6. How do you make them notice? - ADVERTISEMENTS

2011 – The Year That Was

A seemingly innocuous friendship campaign recovered the 31% drop Airtel had experienced in Q4 of 2010

And went on to even run businesses selling HFZ merchandise!

Airtel spent 300 Crores in its re-branding campaign in November 2010

AND GOT NOTHING!!

WE LIVE IN A FICKLE SOCIETY !!!

BRANDS WANT THIS FROM EVERY CAMPAIGN

AND THE RESULT IS “SOCIAL DESPERATION”?

ENGAGEMENT KE LIYE KUCH BHI KAREGA!!

PLEASE JOIN MY COMMUNITY. I AM FUN !!!

TALK TO ME PLEASE !!!

PLEASE TALK…. PLEASE PLEASE PLEASE !!!

I WILL PAY YOU IF YOU DO…

ContestGoodies

Awards

SO WHAT DO I DO IN SOCIAL?

ENGAGEMENT THAT RELATES TO THE BRAND

Yatra Cricket Manager

Brief: Associate Yatra.com with cricket

Insight: What do cricketers do most other than

play? THEY TRAVEL

Solution: An online strategy game to manage

the travel of Team India XI during the world

cup. Interesting hurdles every day to optimize

morale & fitness of the team. Simulated

Yatra.com booking engine interface for the

campaign.

Result: Excellent association of cricket with

brand Yatra.

TRUE ENGAGEMENT – ABOVE ALL CONTESTS

BE CLEAR – AUTHENTICITY & TRANSPARENCY

OR

KNOW BEFORE YOU RESPOND – QUICK TURN-AROUND IS NO JUSTIFICATION FOR MISINFORMATION

Sale

Customer Support

Legal

Finance

HR

Tech Support

FRIENDS REFERRAL IS MOST IMPORTANT

AND DO KEEP YOUR FINGERS CROSSED.. REMEMBER, YOU CAN ONLY WIN SOME, LOSE SOME!!

Thank you. Questions?

Get in touch:kapil.gupta@omlogic.comwww.facebook.com/OMLogicwww.twitter.com/OMLogic@kapgup