11. 1. Digital is not niche anymore. It is
mainstream. Even in India.
12. Here’s the current picture we see
Desktop Mobile
Net Net
users: users:
85m 80m
Indian net users: 135m
Indian C&S homes: 105m
Star Plus viewership: 25m
ToI national circulation: 7m
13. Critically, Indian internet users have already crossed Cable &
Satellite TV households. Soon social media users will, too. Net users
160m
150m
140m
130m SM users
120m
110m C&S hh
100m
90m
80m
70m
60m
50m
40m
30m
20m
10m
2007 2008 2009 2010 2011 2012 2013
14. And here’s the picture we see for 2014
Mobile
Desktop Net
Net users:
users: 225m
150m
Indian Net users: 300m
Indian C&S homes: 140m
Star Plus viewership (?): 35m
ToI national circulation (?):10m
15. Arguably, digital is the medium where
properties have the largest reach in
India. Larger than any TV channel or
print pub.
16. No TV or print property matches these digital
properties in reach in India.
Property Viewers/mth Views/mth Time/view
Google 105m 5 8 min
Facebook 38m 10 25 min
Yahoo 28m 7 12 min
YouTube 23m 4 18 min
Blogspot 16m 3 7 min
Wikipedia 12m 3 9 min
Rediff 12m 5 14 min
Orkut 11m 5 10 min
IPL on TV (SEC A/B) 6m 5 24min
StarPlus (SEC A/B) 5m 3 13min
17. 2. It’s not just the users of digital that beat
others. But the usage of digital does too.
18. More than the rise in users the story is
the rise in usage (IMRB/IAMAI)
19. 2 hrs 15 mins a day rivals or
exceeds TV consumption.
20. Anybody who tells you digital
is a small and unremarkable
niche or ‚a 2% medium‛ is
either blind, ignorant, sells TV
or Print or all of the above.
21. 3. Users and
usage are great.
But the cost –
often free – is
the best bit.
22. No TV or print property matches these digital
properties in reach in India. Or cost.
Property Viewers/mth Views/mth Time/view CPT (Rs.)
Google 100m 5 8 min 0-50
Facebook 38m 10 25 min 0-30
Yahoo 28m 7 12 min 100
YouTube 23m 4 18 min 0-125
Blogspot 16m 3 7 min 0-50
Wikipedia 12m 3 9 min 0
Rediff 12m 5 14 min 80
Orkut 11m 5 10 min 0-30
IPL (SEC A/B) 6m 5 24min 150
Star+ (SEC A/B) 5m 3 13min 100
23. If you want to reach the mass in India,
conventional wisdom says you buy ads
on IPL on TV.
A match rates 3.5% TRP. That’s 1m
SEC A/B homes. Or 2.5m people. At
Rs. 1 lakh per ad-second
Facebook alone delivers 6.75m (mostly
SEC A/B) daily. For as little as free.
24. 4. Social is the
fastest-
growing
digital
medium.
39. 6. Digital lets you side-step publishers – and
become one yourself.
40. Your own
newspaper /
TV channel
with a opt-in
viewership of
millions.
For free.
41. 7. Competing on digital doesn’t need large
budgets. Digital helps Davids beat Goliaths.
42. Once a brand with a Rs. 20 cr ad
budget feared another with a
Rs. 200 cr ad budget.
43. Once a brand with a Rs. 20 cr ad
budget feared another with a
Rs. 200 cr ad budget. No longer.
Media budgets don’t make a big
difference.
Now it’s a fight between people – or
creative budgets. Rs. 25k a month?
Rs. 2.5l a month? Rs. 25 l a month?
44. Is your story worth repeating?
Are you being remark-worthy?
45. 8. Media is vacating
editorial to become
marketing.
Marketing can now
take on editorial
leadership.
108. 18. It’s not about being a generalist. Or
a specialist. But about being a multi-
specialty agency.
109. Digital is increasingly not about specialization.
But about multi-specialization.
Directory
listing
SEM
SVO
SMM Site/SEO
ORM
E-com
Comp. Optimi-
Track sation
Online
Evangelist
Mgt
110. The era of the specialist is over.
Pinstorm started as a pure SEM firm 8 yrs
ago. Now none exist.
No pure-SEO, pure-display, pure-site dev
firms exist any more either.
Today’s pure-social firms will disappear too.
Multi-specialists will survive.
111. 19. You need to map out an entirely
new set of channels – or evangelists.
116. 20. The new book
on the rules of
marketing is yet
to be written.
It’ll take people,
technology and
boldness to create
this future.
Partner with a co-
explorer.