How great marketing results can be achieved by making the right mix of traditional and digital media together. This is version 1.0 designed for dummies.

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Amjad Pendhari
Integrated Media Expert
Integrated Media Approach
(Traditional + Digital)
http://www.pendhari.com
http://www.linkedin.com/amjadpendhari

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How you define digital?

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Digital Space
Portals
Twitter
Utility Bills
Websites
Facebook
Emails
E-Commerce
WhatsApp
Mobile Apps
Ad Banners
Blogs
SMS

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How digital touches your life everyday….

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Digital activities in a daily routine
Gets up at
8:00 AM
Reads the
newspaper
Checks his
personal emails
on mobile
Browses
through
promotional
SMSes
Updates his
market portfolio
Surfs through a
news portal
Checks office
emails
Reaches office
by 10:00 AM
Logs on to a
Social Network
Chats with
clients and
colleagues
Performs
searches using
Google
Views videos
on YouTube
Indian who are online spends avg. 4+
hours daily online – The Times of India

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Traditional Vs Digital Media
Traditional Media
Digital Media
Viewership
775 million
243 million
Avg. time spend
91 mins (1.5 hours)
264 mins (4+ hours)
Market Share
70%
20%
Spend in crores (INR)
32,000 for FY 2013-14
3,000 for FY 2013-14
Growth in %
9 (print on stagnation)
29 (growth)
Cost per reach index
42 (expensive)
12
Advantages
Monologue and Mass
reach
Interactive and
Engaging
Speed of deployment
Slow
Quick
Success Measure
?
Analytics (CPC/PPC)
Digital media is interactive, engaging and cost effective.

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How these media can help each other?

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Integrated Media Approach
T
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O
N
A
L
D
I
G
I
T
A
L
Print
Newspapers
Magazines
TV and Radio
TVC
In Program
Contextual
Banner
Billboards
Digital Banners
Sponsorships
Events
Sports
Advertising
Celebrity
Endorsement
Web
Portals/Blogs
Campaign Sites
Online Ads
Social Media
Content Base
Videos
Social Ads
Mobile Media
SMS
Mobile Apps
Mobile Ads
Mailers

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Integrated Media Approach
T
R
A
D
I
T
I
O
N
A
L
D
I
G
I
T
A
L
Print
Newspapers
Magazines
TV and Radio
TVC
In Program
Contextual
Banner
Billboards
Digital Banners
Sponsorships
Events
Sports
Advertising
Celebrity
Endorsement
Web
Portals/Blogs
Campaign Sites
Online Ads
Social Media
Content Base
Videos
Social Ads
Mobile Media
SMS
Mobile Apps
Mobile Ads
Mailers
How consumer sees it…… experience it…… is IMPORTANT

10. + Media Mix (Digital and Traditional)
Use traditional media as a social driver
Use print, outdoor, radio, and other traditional media
to promote your social channels. Take it beyond
including the Twitter and Facebook icons and add
some information as to why consumers should join
the social conversation. Do you have special offers?
Contests? Helpful tips?
Facebook , Twitter or SMS
Reality Shows
Converse in the traditional space
UGC for Product Packaging
Maggi Digital Campaign
- Real Stories Print on Product Packaging
Could a customer's pleasant comment on Facebook
be your next headline? Use these positive mentions
and comments as testimonials on your
website, headlines, body copy, etc. It will excite the
customers that wrote the message (ensure you get
their permission) and demonstrate your great brand in
a peer-to-peer format.
Use traditional media as the prize
TV spot, Print ad
and website
Develop a contest on your social media channels. It
could be photos, videos, telling a joke on the
Facebook wall, etc. Showcase the winner in a TV
spot, print ad, or on your website. It will generate buzz
in both the online and offline space.

11. + Media Mix (Digital and Traditional)
Continue the story on social media
Traditional media may reach the masses, but you're
often limited in your print and billboard space or your
television and radio running time. Capture the
audience with your story using traditional media, but
continue it online.
Blogs or Social Media
Consumer Engagement
Be open to feedback
Focused ATL Campaign
Feedback Value System
With social media, communication is two-way. Your
audience can provide thoughts and opinions about
your campaigns. Welcome them! Let traditional media
spread your message while social media captures the
feedback. Make sure to take those opinions into
consideration as you modify your campaign efforts.
Respond with traditional media
TV Spot
Print ad
If you're listening on the social web and you're
discovering some repeating complaints, engaging in
social media is a great way to learn more and dispel
any rumors. However, you can make your message
louder by using traditional media. For instance, if
you're getting negative feedback on your customer
service, use traditional media to talk about it. How are
you solving the problem? This approach shows that
you're taking these complaints seriously.

12. + Media Mix (Digital and Traditional)
Organize offline events with online media
Traditional media can also include conferences and
events. Hold meetups, tweetups, and presentations at
your offices or conferences and promote them via
your social channels.
Videos, Social Media
The social impact/success measure is always
HIGH
With Integrated Media approach

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Why Digital

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Why Digital
Online
Consumption
G3
Online
Spend
Online
presence of
companies

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Growth of online consumption

The Internet in India took more than a decade to move from 10 million
to 100 million and only 3 years from 100 to 200 million

Internet Users (Total 243 million)



Urban India – 141 million by Dec 2013 (YOY growth 58%)
Rural India – 72 million by Dec 2013 (YOY growth 30%)
Mobile Users (Total 112 million)



Urban India – 85 million by Dec 2013 (YOY growth 48%)
Rural India – 27 million by Dec 2013 (YOY growth 38%)
Internet penetration rate is @ 8%
Source: Simplify 360

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Online demographics – India 2013
Male
40%
36%
39%
Female
39%
35%
30%
61%
25%
16%
20%
15%
6%
10%
5%
3%
0%
Share
15-24
36%
25-34
39%
35-44
16%
45-54
6%
55+
3%
India’s online population is driven by youth with 75% falling under the age of 35.
Source: ComScore Inc.

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Online demographics – India 2013
14
12
12.8
10.7
13.7
13.1
12
11.6
10.4
35-44
12
13.7
45-54
11.6
10.4
9.7
11.6
10.8
10
8
6
4
2
0
Males
Females
-
15-24
12.8
10.7
25-34
13.1
9.7
55+
11.6
10.8
Average time spent online by female is about 10.8 hours
Average time spent online by male is about 12.7 hours
Females falling in the age group of 35-44 years are the heaviest Internet users
Among men, 25-34 year-olds are the heaviest Internet users

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YOY Spend on Digital Media
850
Growth: Search ads: 18%
Display ads: 11%
Mobile ads: 88%
Social Media ads: 71%
Email ads: 29%
Video ads: 71%
718
662
557
595
493
All figures are in Crores (INR)
FY 2010-2011
FY 2011-2012
300
FY 2012-2013
230
175
90
Search Ads
Display Ads
150
123
Mobile Ads
88
53 68
Social Media Ads
Email Ads
Video Ads
Indian online advertising market has grown by 29% YoY to INR 2,260 Crore by March, 2013.
Forecast for 2014:
- Online advertising market on an average is expected to grow by 40% in 2013-14
- Indian online advertising market is expected to reach
INR 2,938 Crore by March 2014
Source: IMRB International

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Companies stake on Digital
22%
Companies having Digital
Marketing on top priority and
know how to do it
Companies having Digital
Marketing on top priority and
do not know how to do it
42%
Companies not having Digital
Marketing on top priority
36%
36% are clear targets and 42% needs education
SO ITS …. BIG OPPORTUNITY …..
Source: ComScore Inc.

20. + Industry wise spend
(FY2011-12 a& FY 2012-13)
FY2012-2013 INR 2260 Crores
FY2011-2012 INR 1750 Crores
12%
12%
Travel
14%
13%
Telecom
Print Media
1%
1%
Others
1%
1%
9%
7%
FMCG
Education
8%
8%
IT
Electronic Media
9%
9%
Online Publishers
2%
2%
7%
6%
Ecommerce Players
7%
Consumer Durables
7%
BSFI
Auto
5%
7%
11%
12%
17%
13%
Source: IMRB International

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Industry sector to look for in 2013-14

BSFI (12%)

Travel (12%)

Automobile (13%)

Telecom (including handset manufacturers) (14%)

FMCG (9%)

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Digital Terminologies

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Digital Terminologies

Domain and Hosting - Website

SEO (Search Engine Optimization)

SEM (Search Engine Marketing)

SMO (Social Media Optimization)

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SEO (Search Engine Optimization)

Content Quality

Search Engine Submission

Meta Tagging
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Keyword Selection

Keyword Density

UGC (User Generated Content)

Google Analytics

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SEM (Search Engine Marketing)
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Google Ads – Free/Paid

CPC (Cost per click)
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PPC (Pay per click)

Goals

Campaigns

TG (Searches)

Google Analytics

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SMO (Social Media Optimization)

Social Networking

RSS Feeds

Blogs

Micro Blogging

Video Sharing

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2013 Best Digital Campaign Globally

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1
Volvo Epic Split

Country: UK

Brand: Volvo

Target Audience: B2B

Objective: To demonstrate the brand’s dynamic steering

Challenge: Most of the time B2B ads fail

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1
Volvo Epic Split
CONCEPT:
The video play on pop culture icon Jean Claude Van Damme, great
music and astonishing sunset.
The performance both from driver and actor do the best.
An important point: Its very rare that B2B video goes viral. Volvo trucks
Produced 3 videos in 2013, ending with this one.
RESULT:
More that 66 million views in 6 weeks

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1

Key Takeaway
POP CULTURE

Don’t underestimate pop culture.

Its very important to understand all these little moves in the digital
world, so that you can refer back to them.

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2
Stop the boring pre-roll ad

Country: New Zealand

Brand: Burger King

Target Audience: Young adults

Objective: To create funny and enjoyable pre-roll ad

Challenge: People just hate pre-roll ad

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2
Stop the boring pre-roll ad
CONCEPT:
Pre-roll ads are an easy way to get view, but people absolutely hate
them. This ad directly acknowledge this fact.
By creating 64 contextual ads that were tailored to what the person was
Looking for, these boring ads turned into something funny.
RESULT:
More than 48 million views in 8 weeks

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2

Key Takeaway
Doing counterintuitive ad, by acknowledging that an ad is
boring will gain attention. Then the personalization factor kicks
in and the does the rest.

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3
Small world machines

Country: India and Pakistan

Brand: Coca Cola

Target Audience: Indian & Pakistan Citizen but Global Campaign

Objective: To reinforce Coca Cola’s “Crazy for good” values

Challenge: Create a story worth talking about

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3
Small world machines
CONCEPT:
The relationship between India & Pakistan is complicated one. There is
Hardly any communication between two countries, even though the only
Thing separating them is religion.
Coca Cola created machines in India and Pakistan that were connected to
each other and allowed people from each side to interact.
RESULT:
More than 2 million views

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3
Key Takeaway

Interaction has always been key in virtualization. However
thanks to technology, now we can push the interaction a little
bit further.

Here the simple interaction between the 2 machines plus the
nice story make this idea extremely efficient.

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4
The daily twist
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Country: U.S.A.

Brand: Oreo

Target Audience: Worldwide Audience

Objective: To celebrate the brand’s 100th Anniversary

Challenge: This piece of non-informational doesn’t interest
anyone

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4
The daily twist
CONCEPT:
In order to not look like a very old brand, Oreo decided to release one ad per
day over a period of 100 days, bouncing off the daily news and what people
were talking about right then and there. 100 simple visuals that make all the
difference.
RESULT:
231 Millions media impressions, 443 millions views on Facebook

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4

Key Takeaway
Oreo understood very early on the part that it’s all about being
part of social conversation in real time, bouncing off what
people are currently talking about.

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Questions?

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Thank you !