In today’s day and age with technology sweeping in, there is an urgent need for brands to move to digital and be mobile compatible. "Why," you may ask. Mainly because it is convenient, faster, measurable and a result driven medium! This presentation contains a brief overview of the power of digital and mobiles. It also discusses the pillars that help the virtual world of digital make a real impact.

2. Overview of Digital
•
•
•
Key Internet Stats
Social Networking in India
Search in India
The Power of Mobile
• Key Mobile Stats
• Smart Phone Adoption and its usage
• SMS + IVR and its usage
Pillars that help the Virtual World of Digital make a Real Impact

3. Overview of Digital

4. SOURCE: IAMAI ICUBE OCT 2013 REPORT | AVENDUS REPORT 2013 | WORLD POPULATION STATISTICS

5. Most visited web properties as
on Oct 2013
Unique Visitors
(000)
Google Sites
69,393
Facebook
59,662
Yahoo! Sites
38,909
Microsoft Sites
31,332
Wikimedia Foundation Sites
24,934
Times Internet Limited
23,968
BitTorrent Network
22,640
Network 18
18,549
Ask Network
16,187
Rediff.com
13,897
90 Mn +
Use the Internet Each Day
>
Daily Circulation of top English Newspapers
Times of India
Hindustan Times
Mumbai Mirror
The Telegraph
Economic Times
Others
7.25
4.34
1.08
0.94
0.72
1.75
Circulation of top English Magazines
Manorama Weekly
India Today
Morning Offers
Readers Digest
Business Today
Others
20 Mn +
Are exposed to print advertising
Source: ComScore Media Metrix | MRUC – Indian Readership Survey
1.60
1.10
0.70
0.60
0.18
0.43

6. 96mn
ON FACEBOOK
22mn
ON GOOGLE+
Source: Buzz Master at id8Labs Report 2014
33mn
ON TWITTER

7. 24%
Linkedin
54%
30%
Twitter
67%
35%
Google
Used in the past month
78%
Own an account
55%
Facebook
94%
72%
On Social Network
97%
0%
20%
40%
Source: Buzz Master at id8Labs Report 2014
60%
80%
100%
120%

8. SOURCE: FACEBOOK PUBLISHER TOOL

9. 67.5Mn unique searches
6.4Bn searches
7.6Bn search result pages
Google
Yahoo
Ask
90%
Source: Buzz Master at id8Labs Report 2014
Facebook
Others

10. The Power of Mobile

11. Out of the 200Mn internet users, 103Mn access internet from
their phone
80% of mobile phones in India are Feature Phones
40% of searches on Google originate from mobile device
30% of new registrations on Facebook are coming through mobile
30% of mobile internet consumption in 2013 was from tablets
85% of mobile internet users, access the internet everyday
9% of overall Internet page views in India come from mobile devices
Source: Avendus Report India's Mobile Internet 2013 | IAMAI 2013
11

12. 275
CAGR (08-12)
Smart Phone adoption in India on the rise (In Mn)
US
China
Japan
India
92
43
63
21
2 0.8
115
36%
77
42
4 4.5
90%
145
137
11 10
24 18
48
29
121%
145%
2008
2009
2010
2011
2012
95% of Smart Phone users search for local information via their phone
91% of Smart Phone users research products via their phone
54% of Smart Phone users shop via their phone
Source: Avendus Report India's Mobile Internet 2013 | GOOGLE ‘Our Planet’ Report
12

13. • There are 701Mn + voice subscribers in India
• All of them could be reached out to using SMS / IVR based
campaigns
• This is not just a sure shot way of reaching out to them, but
also provides an opportunity to talk to millions one on one.
Source: Avendus Report India's Mobile Internet 2013
13

14. What makes SMS marketing more powerful than any other form of marketing?
• 90% of mobile users keep phones within reach 24 hours a day
• 90% of text messages are seen within 3 mins of delivery of the message
• They provides an ability to send special offers and coupons to drive purchases
http://www.youtube.com/watch?v=BvvyEXZYrXY

15. •
An interesting use of IVR by Colgate where they asked the user to share their
feedback on the taste of the Colgate Salt toothpaste via IVR
•
One lucky winner got to watch a movie with the movie star Sonakshi Sinha

16. Text based messages could be used as a tracking mechanism.
Vodafone has introduced remote monitoring to track the following
• Prisoners
• Pets
• Vehicles
• Room Temperature
http://www.youtube.com/watch?v=TRZuj6Lv6n8

17. Smart, Philippines' largest telecom, took SIM cards and turned them into a free school
text book delivery mechanism called Smart TXTBKS.
http://www.youtube.com/watch?v=7bUGXqhrVrw

18. Tesco in its effort to adjust to the local market of South Korea, decided to make
shopping easy.
• It allowed the hard working Koreans to shop on the go by setting up a virtual store.
• All you needed to do was to scan a QR code using your Smart Phone.
Tesco - Virtual
Shopping Mall
http://www.youtube.com/watch?v=nJVoYsBym88

19. Pillars that help the Virtual World of
Digital make a Real Impact

20. • Brands and their Social communities have taken the lead in making a
difference to society.
• Even support shown virtually could have a big impact in the real world.
• Garnier Men’s 2 Mn strong Social Community helped accelerate the process of
rural electrification.
A simple Facebook Share or a Tweet helped bring light to villages across India.
Garnier Men
PowerLight a Village
http://www.youtube.com/watch?v=7y8Qa7K8OWU

21. • Thousands of brands are serving billions of ads across mediums everyday.
No wonder consumers are turning a bling eye to them.
• Social Media provides an opportunity to talk to each user individually
• TATA DOCMO took this ability a step forward with its Hyper Personalised ads
TATA
DOCOMO
Hyper
Personalisation
http://www.youtube.com/watch?v=RLoAdNIt8bo

22. • Digital innovations help make life easy. Mobile apps and gadgets such as the Nike
Fuel band not just serve as a digital merchandise but also serve great utility.
• The VIP fridge magnet took the concept of utility to the next level by creating a
‘Pizza Emergency Button’. On the click of a button, the pizza would be delivered to
your door step.
The VIP
Fridge
Magnet
http://www.youtube.com/watch?v=AU0KYo8_9Zs

23. • Brands with their follower base have the potential to set trends. Trends that
not just define fashion but also help change age old perceptions of mankind.
• Dove sends out a strong message to all the women in the world that
‘They are Beautiful when they are Natural’
Dove
Campaign for
Real Beauty
http://www.youtube.com/watch?v=Ei6JvK0W60I

24. • With strong Social Communities and an ability to talk to followers real time, Brands
are co creating Advertising Campaigns along their Fans.
• And when the consumer owns the campaign as much as the brand, it is sure to go
viral.
• Maybelline co created India’s first crowd sourced ‘Kiss Song’ with its 3Mn strong
Facebook Community. And the Maybelline girl sang and shared it with all her heart.
Maybelline
– Baby Lips
https://www.youtube.com/watch?v=xFlyaeLAvO4&list=PLSE6ps
EzCd92-Ou-RwegqMCKpda59w2Ox&index=25

25. • Influencers play a key role in the success of a marketing campaign on digital. By making
them try a product and sharing their reviews, their followers get first hand feedback.
• Hence by reaching out to a few select people, brands can change opinions of millions.
• Ford Fiesta managed to change the age old perception
‘Ford does not make cars for the young generation’ through its Fiesta Movement
Ford Fiesta
Influencer
Reach-out
http://www.youtube.com/watch?v=QH-_WEHJfaE