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India’s largest digital media services company

India’s largest digital media services company. `. Few Clients. (Online agency on Record). (Online agency on Record). (Online agency on Record). (Online agency on Record). (Online agency on Record). (Online agency on Record). …. `. The Interactive Media: Internet & Mobile. x.

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India’s largest digital media services company

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  1. India’s largest digital media services company

  2. ` Few Clients (Online agency on Record) (Online agency on Record) (Online agency on Record) (Online agency on Record) (Online agency on Record) (Online agency on Record) …

  3. ` The Interactive Media: Internet & Mobile x 167 Million x 38.5 Million

  4. ` Share of Internet highest amongst all media* In minutes • Internet takes the highest time amongst all media on a weekday and has the second highest share on the weekend • Highest time on the Internet spent on communication: 55%, followed by News & search-35% & Transactions- 10% *Source : IMRB ICube Study of working professionals * On weekdays

  5. ` User Segmentation: Age Wise

  6. The Internet Landscape in India

  7. Horizontals Verticals Automobile Verticals Search & Networks

  8. Horizontals Verticals Automobile Verticals Search & Networks

  9. Horizontals Verticals Automobile Verticals Search & Networks

  10. Automobile Verticals

  11. How big is the pie and what’s the opportunity size Driveinside Indiacar 1.35 Million Visits / Month Autoindia Indiaautomobile Carwale

  12. Absolute Numbers – Stack UP

  13. Automobile Features P Buy / Sell P P Only Buy P Research & Compare P x P P P x x P P P News & Reviews P P P P P Tips and Advice x P P Insight x x P P P P P Loans & Insurance x P P x Forum x P P P P P Ask the Experts x x P P x Directory P P P P P Dealers

  14. Possible Association Models CPM : Cost / Thousand Impressions CPC : Cost / Click Fixed : Fixed Banner Advetorials: Featured Cars, Factual Postings

  15. Search Strategy

  16. Paid Listing: Google’s Classified Organic Listing: Google’s Editorial Links

  17. The Golden Triangle • Key Findings: • Difference in eye patterns above the fold than below the fold • Increase in visibility & clicks for top links than side links • Importance of rank for both organic and paid searches * Gord Hotchkiss’ Eye Tracking Study

  18. Organic Search Query Trends in India on Keyword – “Cars” Opportunity being Lost on “Free” and most convertible Traffic

  19. Organic Search Query Trends

  20. Search Intercept Strategy Opportunity being Lost on “Low Cost” Intercept Traffic

  21. Click to Call Ads

  22. Call ads compete with click ads for particular query

  23. User Experience Customer gets a call Designated number gets a call Google Click to Call – Advantages & Features • Designated Number could be Toll Free Number / Mobile Number • Ads can be targeted Regionally ( Metro Cities most effective ) • Real Time connect with Call Center / Regional Dealer • We only pay per call ( Minimum Call time – 15 Seconds )

  24. Horizontals Verticals Automobile Verticals Search & Networks

  25. Digital Media Strategy : Birds Eye View

  26. Online Strategy: Birds Eye View Horizontal Auto Verticals Verticals Search Mass Awareness Targeted Awareness SEM SEO Intenders Product Launch As & When Promo / Scheme As & When Enquiries, Perception Change, Leads 365 Days Strategy Reach Direct Response Context Leads + Perception

  27. Online Strategy: Birds Eye View365 Days Costing Matrix

  28. “Lead to Closure Model” How can technology enable efficiencies

  29. Current Models Chevrolet.co.in Dealer Dealer SMS Dealer Toll Free No. Call Centre GMI SPARK Dealer SRV Dealer CRM Dealer Call Centre – Direct Access

  30. TV / Print / Radio / Mobile Online / TV / Print SMS / WAP Leads Online Leads ( All Brands ) Central Marketing Engine Filtration, Distribution & Handling Dealer Dealer Dealer Dealer Dealer Dealer Dealer Closure Strengthening Technology to create a robust lead management system

  31. Filtration, Distribution & Handling Online Offline Mobile Toll Free Data Engine Standard Data Capturing Format Request a brochure Request a Test Drive Automated PDF Brochure with Nearest Dealer Details Hot Warm Cold EMAIL& SMS EMAIL Database Dealer Query Handling E-Mail With Dealer Details EMAIL + Brochure Brochure Customer

  32. Our Solution will help in: • Bringing Together Leads from all Channels on one platform • Real Time Access to all stake holders • Define Access Levels • GMI • Call Center • Dealers • Bring down the time lag between transfers of information • Handle Leads as per priority • Online Reporting Tools • Last but not the least – Increasing Dealer Confidence

  33. Few Details • Divide Queries • Request Brochure • Test Drives • Enhanced Test Drive Form to get Qualified Leads • Unified Lead Collation – All Channels • Automate Distribution & Handling of Leads( Cold / Warm / Hot ) • Send More Qualified Leads to Dealers

  34. Costing & Timelines • Time Lines • 2 Months Development • Requirement Analysis – 10 Days • Development based on Mutually Agreeable Specs • 3 Months Deployment & Testing Stage • Mechanism for connecting dealers virtually ( 3 Months )Second Phase ( Basis Deployment of First Phase ) • Costings: • INR ~ 8,00,000 ( Fixed ) / Actual to be shared based on Scoping • Variable ( Monthly Maintenance ) = Depending on Scale of Leads

  35. Thank you

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