This document discusses digital marketing strategies in India beyond Facebook and Google. It recommends taking a multi-platform approach, including LinkedIn, Quora, programmatic advertising platforms, native platforms, video/OTT platforms, audio platforms, industry-specific platforms, and YouTube. Some key platforms mentioned are LinkedIn, Quora, Google Marketing Platform, Times Internet, Daily Hunt, Adgebra, Hotstar, Gaana, and Saavn. The document provides best practices for using different platforms and examples of targeting options. It also notes that while voice assistants are growing in India, voice advertising is not yet open to advertisers.

2. Digital Marketing Beyond Facebook & Google
• Vikas Chawla – 3rd May 2019

3. Content Marketing – how should one approach it?
Putting Digital India into perspective

4. 4ROI Driven Digital Marketing
Putting India into perspective
Population:
1.32 billion
TV: ~150m
Households
Mobile:
~1000m
Internet:
~550m

5. 5ROI Driven Digital Marketing
Phenomenal growth in Internet in India, especially in smaller towns –
owing to Jio 9X growth in data usage, since Jio launched

6. Google leads the digital ecosystem in India

7. 7ROI Driven Digital Marketing
550 million internet users in India
61m 260m 265m 350m 55m

8. Content Marketing – how should one approach it?
Why reliance on Google & FB is not
ideal

9. ROI Driven Digital Marketing
Over Reliance can lead to challenges
Change in platform
can lead to change
in results
Being satisfied with
existing channels –
no innovation
Missing out on
new channels and
newer audiences

10. Content Marketing – how should one approach it?
Linkedin

11. ROI Driven Digital Marketing
Linkedin – Best Case Practices
Years of
Experience Vs Age
CPM Bidding Vs
CPC / Auto Bidding
Designation +
Function +
Industry Targetting
Video Asset Retargetting
Lookalike
Audience +
Interest Audience

12. ROI Driven Digital Marketing
Sample Targetting for a marketing audience

13. ROI Driven Digital Marketing
Website Demographic can be quite useful to get insights

14. Content Marketing – how should one approach it?
Quora

15. ROI Driven Digital Marketing
Quora – Best Case Practices
Follow the ad guidelines for
capitalization and sentence
formatting. Quora wants their ads
to look native.
Don’t run ads that are too broad.
Broad Targeting - Topic, Interest
Targeting
Narrow Targeting - Website
remarketing, lookalike audiences
& Question targeting
Be aggressive in culling topics /
Targeting that are outside of your
focus. It’s better to have a smaller
selection of more relevant
questions
Bid appropriately (mid of their
recommended range)

16. ROI Driven Digital Marketing
Sample of Topic Targetting

17. Content Marketing – how should one approach it?
Programmatic

18. 18ROI Driven Digital Marketing
Google Marketing Platform brings together a fragmented ecosystem of
networks and platforms

19. 19ROI Driven Digital Marketing
With Google Marketing Platform you can have a unified programmatic
platform

20. 20ROI Driven Digital Marketing
The entire journey of the user can be tracked

21. 21ROI Driven Digital Marketing
What can you do with Display & Video 360

22. 22ROI Driven Digital Marketing
Preserve Data Fidelity with a single cookie

23. 23ROI Driven Digital Marketing
Frequency can be mapped & manage at a user level,
instead of at a platform level

24. 24ROI Driven Digital Marketing
Combine Audiences - Between your Website/App, Google data and/or 3rd
party lists that you’ll be able to save and easily reuse across campaigns

25. 25ROI Driven Digital Marketing
With continuous usage of GMP you can plot out your audiences to identify
user lists that will help you find the best prospects at scale

26. 26ROI Driven Digital Marketing
With GMP you can prevent Ad Fraud and improve Brand Safety with
advanced functionality

27. Content Marketing – how should one approach it?
Native Platforms & Direct
Publishers

28. ROI Driven Digital Marketing
Times Internet has 450+ Million monthly users

29. ROI Driven Digital Marketing
Times Internet has 450+ Million monthly users

30. ROI Driven Digital Marketing
Daily Hunt, Adgebra & more

31. ROI Driven Digital Marketing
News Publishers in each language can be explored

32. ROI Driven Digital Marketing
Daily Hunt, Adgebra & more

33. ROI Driven Digital Marketing
Sample targeting of Adgebra

34. ROI Driven Digital Marketing
Native Platforms that can help get more reach

35. ROI Driven Digital Marketing
Native Platforms – Best Case Practices
Focus on
Creative &
Communication
Target specific
audiences based
on your brand
Constantly
Experiment
Transparent and
Clear Disclosure
of content

36. Content Marketing – how should one approach it?
OTT & Video Streaming Platforms

37. ROI Driven Digital Marketing
Hotstar leads the pack, followed by Voot, BigFlix, Viu, SonyLiv

38. Content Marketing – how should one approach it?
Audio Platforms

39. ROI Driven Digital Marketing
Gaana & Saavn are leaders here

40. ROI Driven Digital Marketing
Sample of Advertising in Saavn

41. Content Marketing – how should one approach it?
Industry Specific Platforms

42. ROI Driven Digital Marketing
For Ecommerce & Consumer Products

43. ROI Driven Digital Marketing
Property Portals

44. ROI Driven Digital Marketing
For Auto Products and Auto Insurance

45. Content Marketing – how should one approach it?
YouTube

48. Proprietary + Confidential
AWARENES
S
CONSIDERATIO
N
MASTHEAD
Own the YT homepage for 24 hours, across all
devices.
Build broad reach in 1-day at an efficient CPM
BUMPER ADS
Reinforce your message with 6’
video format
Cost effective way to maximise reach
and awareness
RESERVATION
Advertise next to YouTube popular content on a reservation CPM model
Build guaranteed reach with a high impact for your brand
(above average ad recall and brand awareness uplifts)
TRUEVIEW INSTREAM (SKIPPABLE) / HOMEPAGE FEED ADS
Pay only for users who actively choose to watch your ad
Broadest creative freedom and targeting options
Create awareness & consideration and use the chance to build your audience
TRUEVIEW
FOR ACTION -
SHOPPING
Quick route to
purchase for the most
engaged consumers
UAC
Open a direct channel to
download your app without
leaving the video experience
TRUEVIEW
FOR ACTION
Invite audience to take a
specific action during or
following your video
TRUEVIEW
FOR REACH
TrueView ads optimised for
Reach and awareness
ACTION

49. Content Marketing – how should one approach it?
Voice is the future, but not open for
advertisers yet

50. 50
Voice

51. 51
of search queries in India
are already done by voice
28%
Source - Google

52. ROI Driven Digital Marketing
Voice is the new Touch
When iPhone introduced Touch in 2007, it changed how
we interact with computers. Now Voice Assistants like
Amazon Alexa and Google Assistants are changing it all
over again
Voice is the new Search
28% of search on Google is now on Voice. People are
increasingly discovering and engaging with computers
using voice
Voice can get things done
Voice assistants are smarter than smartphones! They help
us get things done in real life, from recipes to sending
emails, they can helps us live a better life.
Voice is new Touch

53. 53
Q & A
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