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GM’s Approach to Digital Media

GM’s Approach to Digital Media. The way we look at Digital. An integral part of our media mix Create Richer Brand Experience Platform to engage with our target audience Generate Qualified Leads. Our Strategy. Defining measurable objectives for each campaign.

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GM’s Approach to Digital Media

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  1. GM’s Approach to Digital Media

  2. The way we look at Digital • An integral part of our media mix • Create Richer Brand Experience • Platform to engage with our target audience • Generate Qualified Leads

  3. Our Strategy • Defining measurable objectives for each campaign. • Segmenting Digital Media as per objectives. • Focused Approach for each segment. • Continuous measuring & optimization towards achieving the objectives.

  4. Segmenting Digital Mediaas per objectives

  5. Segments Objectives Reach Experience Horizontals Verticals Reach Context Perception & Leads Automobile Verticals Context& Leads Search & Networks Experience Leads Mobile

  6. Segments Approach Objectives Reach Experience • Home Pages with high Share of Voice • Rich Media Banners • Video Banners Horizontals • Contextual Banners as per vertical • Choose Verticals as per Genres to be targeted • Standard Banners & Fixed Spots Verticals Reach Context • Advertorials • Branded Properties ( EMI Calculators etc. ) • Test Drive Requests Perception & Leads Automobile Verticals • Counter Competition • Lead Generation • Content Sensing Context& Leads Search & Networks • Content Syndication • Lead Generation Experience Leads Mobile

  7. Campaign ShowcaseGM Optra Magnum Diesel ( Product Launch )

  8. The starting pointAn Experiential Product Destination

  9. Defining the Objectives for Brand Launch ReachVisibility & Experience LeadsTest Drives Awareness Perception Change Branching out the digital objectives from broader Marketing Objectives

  10. Defining the Objectives for Brand Launch ReachVisibility & Experience LeadsTest Drives 30 % 60 % Awareness Perception Change 10 % Defining Budget Allocation for each objective

  11. Segmenting Media as per objectives • Reach: Visibility & Experience • Home Page Over The Page Ads on Horizontals • Extended Reach: Site Targeting on Google Ad Sense • Awareness: Perception Change • Fixed Spot on Auto Verticals highlighting “The Low Cost of ownership” : Meshing up like content • Advertorials : Reviews & Coverage • Leads: Test Drives • Search Engine Marketing • Network Approach • Form Based Banners & Direct Mailers

  12. Few Examples Over The Page Banners

  13. Few Examples Awareness: Perception Change

  14. Few Examples Test Drives : Lead Generation

  15. Search Test Drives : Lead Generation

  16. Campaign Result Funnel Impressions Click Throughs Test Drives Closures ~ 4 Million ~ 110 K ~ 6 K

  17. What works well for us • Run Specific Creative as per the objective & media • Strong Call to Action connecting well with the landing page and the objective • Informative Advertising in the form of Advertorials • Comprehensive Search Buckets

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