This document discusses changes in digital marketing over time. It notes that 60000 years ago people learned to speak, 5000 years ago they learned to write, and 600 years ago they learned to publish. It then contrasts marketing approaches of the past like telemarketing, spam, and pop-up ads to current approaches like social media, mobile apps, content integration and search engine marketing. The document also presents a case study of how Best Buy used their @twelpforce Twitter account and employee responses to customer tweets to provide customer service, build their brand and increase sales.

3. Index Communication Indian Digital Industry Today and tomorrow Advertising Formats Case Study – Best Buy

4. 60000 years ago People learned to “Speak”

5. 5000 years ago People learned to “write”

6. 600 years ago People learned how to ‘Publish”

7. 43 Years AGO was Born

9. Marketing then? Telemarketing adware Dial-up SPAM TV e-this What’s New! eMail Flash Animations dot.gone dot.com Radio portals PORN SPAM SPAM SPAM Pop-ups links SPAM SPAM About Us Contact Us i-that WEB SPAM SPAM spyware Directories SPAM What’sHot Press Brochure ware SPAM

10. Marketing now? The World is changing the way we do everything! Travel Shop Watch Learn Bank Date Find Work Play Stay up to date Meet Interact Search entertain Find info Bank Evaluate Listen

11. Marketing then ? Web 1.0 – Read only Mobile 1.0 – Only Talk & Text Social Grid – Unpopular Advertising – Links, Pop-up, Button and Spam Shopping – Perception driven & catalogue

12. Marketing now ? Web 2.0 – Read & Write Mobile 2.0 – Talk, Text, Media, Apps etc Social Grid – Popularity on a rise -> Explosion Advertising – Links, Pop-up, Button, Spam contextual & behavioral. Shopping – Customer feedback, review.

13. Media – Today It is the ‘the next big thing’ Spends Decrease as we go up the pyramid. Branding in demand Spends are higher. Innovations are now being preferred. Highly competitive rates. Targeted Banners. Re-targeting used (cookie based) We can see a gradual shift and a trend …

14. Advertising Formats Standard Banner Rich Media Banner (Form Based, Chat Enabled) Innovations Social Media Content Integration (On various Sites) Search ( Across Google/Yahoo) Mobile (WAP, SMS, Apps etc)

15. From the - Standard Banner

16. Shift is towards- Rich Media Banner

17. Innovations

18. Content Integration

19. Mobile

20. Search

21. The Future

22. Why do people surf the net ?

23. Challenge Click-through rates continue to decline as client expectations remain high .75 HISTORICAL DISPLAY CLICK-THROUGH RATES CLIENT EXPECTATIONS PERFORMANCE GAP <.10 2001 2002 2003 2004 2005 2006 2007 2008 2009 23

24. Changing Performance Metrics

25. In Depth Reporting

26. Media – Future Spends Decrease as we go up the pyramid. Client is gradually getting educated. There is a huge shift to performance based campaign. Leads, Clicks, Sales, Tickets booked are also a measuring factor than the typical CTR. Branding via innovations for High Impact. So what is this ?

27. Welcome to the “AGE OF SOCIAL MEDIA”

29. What will clients want ? Better Social – visibility People to talk about their brands. To hear and be heard. Be reachable ( Twitter/facebook) Create a positive buzz. WORD OF MOUTH advertising.

30. Snapshot 51 mn ‘active’ internet users in India and increasing. More and more brands engaging in on-line campaign. With Targeted ads reaching ‘YOU’ directly Social Media picking up. ONLINE IS SET TO BOOM

31. Case Study Best Buy wanted to be a resource for customers beyond their experience in the stores. They knew technology people enjoy today is sometimes challenging to use and learning the details of product features, benefits and sharing can make heads spin. The company developed a unique way to connect with customers through their @twelpforce account to provide real-time interaction.

32. Aim : Build overall market presence Acquisition of other companies Expanding in to new markets Expansion within current markets

33. Theme : Building brand loyal customers through relationships created via new media Maintained through new media and in-store experiences

34. Tools : Twitter Facebook Monitoring All social media networks Creates “buzz” about the company Build relationships Share & gain industry information

35. What did they do ? All Employees got online connectivity. Each one had a unique ID he/she would reply with Each employee monitored the hashtags and replied to the customers.

36. What Happened ? Customers happy. Better brand recall Increase in sales – as service is the key thing. 32000 followers Over 40000 tweet http://www.youtube.com/watch?v=AFKRrgFIkgI&feature=player_embedded

37. Thank you Rohan Chincholi Team – MC India