framing an effective online marketing strategy - kapil gupta
DESCRIPTION
There’s a $20 billion opportunity available for online marketing waiting to be tapped (considering the time spent online) and that isn’t going to come from ads but social media, because frankly, online ads suck. Kapil Gupta’s presentation from Engage Digital Summit 2012 at Kolkata talks about framing an effective online marketing strategy and how it is much more than online “advertising” strategy. The focus, therefore, should be on content then social and then finally ads rather than vice versa.TRANSCRIPT
![Page 1: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/1.jpg)
Framing An Effective Online Advertising Strategy
Engage Digital Summit, PRSI, Kolkata5th June 2012Kapil Gupta ([email protected])
![Page 2: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/2.jpg)
![Page 3: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/3.jpg)
$20 Billion.
![Page 4: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/4.jpg)
Here exists the $20 Billion Opportunity
*Source: eMarketer 3/11, Mary Meeker, KPCB
If this opportunity is not grabbed, marketers will simply go back to the tried and tested 30-sec TV commercials.
![Page 5: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/5.jpg)
Social Networking: #1 time-consumer online in June 2011 in USA
*Source: comScore Media Metrix USA panel-only data; Mary Meeker, KPCB
![Page 6: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/6.jpg)
*Source: Norton, The Economic Times, March 28, 2012
![Page 7: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/7.jpg)
*Source: Nielsen and NM Incite, "The Social Media Report, Q3, 2011"
Moreover…
![Page 8: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/8.jpg)
Online is not “advertising” stupid!
![Page 10: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/10.jpg)
Dear Online Ads,
Sincerely,Social Media
![Page 11: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/11.jpg)
Let me tell you why:
![Page 12: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/12.jpg)
You are intrusive:
![Page 13: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/13.jpg)
You ask/demand too much:
![Page 14: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/14.jpg)
You don’t tell a story well:
![Page 15: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/15.jpg)
You provide very weak branding:
What are you talking about? What do you want?
![Page 16: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/16.jpg)
It’s the age of content, not copy:
![Page 17: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/17.jpg)
![Page 18: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/18.jpg)
Social Drives Real Results
![Page 19: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/19.jpg)
GreenLeap Delhi – Plant A Million Trees in Monsoon
Outdoor Ads – Govt. owned bus stops.
Where do we go from here?
![Page 20: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/20.jpg)
Here:
![Page 21: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/21.jpg)
Here:
![Page 22: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/22.jpg)
How to:
![Page 23: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/23.jpg)
1. What’s your product about?
![Page 24: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/24.jpg)
2. What do you want to promote?
![Page 25: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/25.jpg)
3. Who do you want to promote to?
![Page 26: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/26.jpg)
4. What value can you add (communication)?
![Page 27: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/27.jpg)
5. Why will they engage with you?
![Page 28: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/28.jpg)
6. How do you make them notice? - ADVERTISEMENTS
![Page 29: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/29.jpg)
2011 – The Year That Was
![Page 30: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/30.jpg)
A seemingly innocuous friendship campaign recovered the 31% drop Airtel had experienced in Q4 of 2010
![Page 31: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/31.jpg)
And went on to even run businesses selling HFZ merchandise!
![Page 32: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/32.jpg)
Airtel spent 300 Crores in its re-branding campaign in November 2010
![Page 33: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/33.jpg)
AND GOT NOTHING!!
![Page 34: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/34.jpg)
WE LIVE IN A FICKLE SOCIETY !!!
![Page 35: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/35.jpg)
BRANDS WANT THIS FROM EVERY CAMPAIGN
![Page 36: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/36.jpg)
AND THE RESULT IS “SOCIAL DESPERATION”?
![Page 37: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/37.jpg)
ENGAGEMENT KE LIYE KUCH BHI KAREGA!!
![Page 38: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/38.jpg)
PLEASE JOIN MY COMMUNITY. I AM FUN !!!
![Page 39: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/39.jpg)
TALK TO ME PLEASE !!!
![Page 40: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/40.jpg)
PLEASE TALK…. PLEASE PLEASE PLEASE !!!
![Page 41: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/41.jpg)
I WILL PAY YOU IF YOU DO…
ContestGoodies
Awards
![Page 42: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/42.jpg)
SO WHAT DO I DO IN SOCIAL?
![Page 43: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/43.jpg)
ENGAGEMENT THAT RELATES TO THE BRAND
Yatra Cricket Manager
Brief: Associate Yatra.com with cricket
Insight: What do cricketers do most other than
play? THEY TRAVEL
Solution: An online strategy game to manage
the travel of Team India XI during the world
cup. Interesting hurdles every day to optimize
morale & fitness of the team. Simulated
Yatra.com booking engine interface for the
campaign.
Result: Excellent association of cricket with
brand Yatra.
![Page 44: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/44.jpg)
TRUE ENGAGEMENT – ABOVE ALL CONTESTS
![Page 45: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/45.jpg)
BE CLEAR – AUTHENTICITY & TRANSPARENCY
OR
![Page 46: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/46.jpg)
KNOW BEFORE YOU RESPOND – QUICK TURN-AROUND IS NO JUSTIFICATION FOR MISINFORMATION
Sale
Customer Support
Legal
Finance
HR
Tech Support
![Page 47: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/47.jpg)
FRIENDS REFERRAL IS MOST IMPORTANT
![Page 48: Framing an Effective Online Marketing Strategy - Kapil Gupta](https://reader035.vdocuments.mx/reader035/viewer/2022062703/554cb50db4c905aa608b4d7e/html5/thumbnails/48.jpg)
AND DO KEEP YOUR FINGERS CROSSED.. REMEMBER, YOU CAN ONLY WIN SOME, LOSE SOME!!