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Hitesh Oberoi delivers the keynote address at the OMCAR 2009 - The Online Marketing SummitThe story of InfoEdge (India) Ltd. with brands like Naukri.com and Jeevansathi.com
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Online Marketing
The InfoEdge Experience
Quick Facts – India Internet
Between 40-70 million people on the Internet today
Internet Users growing at 15pc a year but Internet Usage is growing much faster because of broadband
17 million resumes on Naukri alone Over 300,000 people log into
Jeevansathi every month
Quick Facts – 2
Total Readership of all English Dailies in India less than 20 million
An average IPL game gets 5-7 million viewers
In the US people routinely spend twice as much time on the internet compared to print
The Online Marketing Media Mix
Regular SEM Campaigns on Google
Regular Banner Advertising
Innovations
Online vs Offline – Spend Ratio
Financial YearSpends
Online : Offline
2003-2004 7:93
2004-2005 16:84
2005-2006 53:47
2006-2007 46:54
2007-2008 56:44
2008-2009 71:29
Effective Advertising depends on
Clarity on End Goals – Action vs Brand Building (TOM, Awareness), Both
Quality of Creative Media Mix – Proper Targeting Share of Voice Visibility Right Deals at the Right Prices Ability to measure the results from your
advertising and take corrective actions
What is Performance ?
Views Clicks Unique visitors Searches Leads / Registrations Sales Time Spent / Bounce Rates (Relevance) Some other Quality Metric
At InfoEdge we have a clear definition of performance metrics for all our brands
Traditional Media (TV / Print) vs Pay for Performance(Internet)
Stopped Advertising in Print Display many years ago
Radio also never worked for us Expensive with no great branding
benefits compared to Online Continue to do a fair bit of television
advertising though
Big Risk/Big Impact vs Low Risk/Low Impact
Big Spends vs Small Spends Creative Risk vs Creative Flexibility Media Mix Risk vs Media Mix Flexibility Poor Reliability of Measurement Data vs
Reliable Realtime metrics No Finetuning vs Constant Finetuning of
the campaign Turn off the tap anytime
General Brand Building vs Lead Generation / Online Selling
TV clearly scores over online on brand building
Has more credibility as a medium (perception of a big company)
TV ads reach out to all stakeholders – consumers, customers, vendors, employees, investors etc – general feel good..
Online great for lead generation, inquiries, online transactions, selling
Effect of TV longer lasting than online
Local/Limited geography vs National Advertising
In many cases offline channels still offer better targeting than Online
Especially true if you want to target geographically
Traditional Media is a lot more local than Internet at the moment – Hoardings, Radio, Instore advertising, Vernacular Dailies, Channels etc
Still Difficult to target only tamil nadu or chennai consumers for example on the internet
PPP vs Traditional Media in a Recession
Risk Averseness High Less Clarity on Sales Numbers Flexibility on spend levels important Lower Spends You may want to push sales rather than
build brand
Therefore in periods of uncertainity Pay for Performance may tend to gain share over traditional media
Thank You