ht media digital quotient intro
TRANSCRIPT
Digital QuotientMobile-first Digital Marketing Solutions
// The Indian Digital Landscape
Mobile Explosion Internet on Mobile already higher than on Desktop. Further increase expected as Smartphone penetration increases, 4G revolution comes about.
Social Media Explosion Facebook to grow to 90 m users by end 2013.Linkedin, Twitter also showing high growth rates.
Go Mobile, Get Social…
Online Video MegatrendVideos – key category for high speed networks and mass audience accessibility. Youtube, now second highest ‘social’ channel expected to end 2013 at 45 m users
// DQ Strategy : Go Mobile, Get Social…
A Rich Range of Mobile Solutions across various platforms
MOBILE – FIRSTThinking & Execution
Powered by recently acquired premier social media agency, Webitude
SOCIAL MEDIAFocus
Video & multimedia content dissemination and monetization
VIDEO Capabilities
From Conceptualization to Execution to Analytics
// DQ Solutions
Rich User Experience to drive brand memories
Interactive products that work on both Mobile & Desktops
Driving trial and repeats
Full agency services, apps, analytics
Massive Outreach, customer service
Targeted reach -Social Media, Online, Mobile
Beauty and Personal Care
Retail and Home improvementTravel and Hospitality
Technology
Education and Online Services
Special Events
Food
Mobile and Telecom
Consumer Durables
Auto
FMCG
// Our Clients
// Mobile Application – PVR Cinemas
Challenge To provide consumers with an on-the-go solution for movie decision making and ticket booking
Solution An Interactive mobile application for all key operating systems - with key features of search, selection, booking and payment
Result One of the highest downloaded and most widely used movie applications in the country, contributing a significant percentage of PVR’s ticket booking revenue
// Augmented Reality – in Hindi belt
ChallengeTo connect with the growing population of savvy young readers in the Hindi Heartland
Solution The Hindustan New Year Bioscope property on showcasing key events of 2012 across Sports, Bollywood, Lifestyle using slideshow, images, audio and video for an interesting AR experience for users. Cloud computing and AR technology allowed for delivery despite low-speed 2G environment.
ResultApp usage more than 200% of expectations. Higher connect with younger audience, and AR technology being repeatedly used by Hindustan
// Facebook Management - Cleartrip
ChallengeEstablish the Cleartrip FB page as a major platform for direct consumer connect, and use it as a source of leads for actual ticket bookings.
Solution A Creative yet Analytical approach to building the fan base through media planning, and a strong focus on ways to keep the audience engaged. Intelligent content planning with information on getaways followed by relevant offers maximized interaction rates and conversions.
ResultFacebook for Cleartrip has the lowest Cost-per-action of platforms . The engagement rate for the page is the highest in the industry, beating Yatra, MMT and Ibibo.
// Social + Outdoor – Intel Virtual Diya
ChallengeUse the occasion of Diwali to communicate Intel’s positioning in a clutter-breaking way
Solution A Facebook application integrated with an on-site LED screen at Ambience Mall, Delhi. Every wish sent over FB, SMS or on-ground would cause one pixel of the Diya to light up in real-time.
ResultOver 30,000 wishes sent in a period of one week alone. Positioned Intel as the ‘Visibly Smarter’ choice.
// SMS/IVR Solutions - Monsanto
ChallengeAgro-products company Monsanto had challenge communicating their products to their customers i.e. farmers, due to connectivity and language barrier issues.
Solution Development of a large-scale IVR system for outbound calling in multiple languages. Over 150 different types of recordings using a combination of languages, voiceover artists, music created and tested s. More than 3 million calls are generated per month, allowing for inputs to take opt-ins about interest in specific products - which formed a large base for lead generation.
ResultsMonsanto has used this system for more than 3 years, with calling per month increasing each year. It is now the primary mode of communication with its customers.
//SMS/IVR – SpiceJet AirlinesChallengeSpicejet needed a reliable means to communicate real-time information to passengers – flight delays, confirmations, cancellations, other information.
Solution A scalable SMS/IVR system designed in a templatized fashion, wherein variable inputs are fed in through a bulk upload process, resulting in mass yet one-to-one customized messaging in real time. Back up systems are also in place for the same to ensure no break in service delivery, along with analytics on success rates of deliveries/calls.
ResultMore than 3 million customer touches every month. Spicejet has used the system to communicate with its customers for the last 3 years, and a 99% uptime has been consistently maintained.
//Social Media Amplification: HT No TV Day
#htnotvday
ChallengeTo create virality, excitement and drive user participation in the annual event
Solution Use of Social media (Facebook and Twitter) in innovative ways, from pre-launch to post-launch amplification. Several contests were run, including a Treasure hunt, NO TV Day memories and Most memorable journeys.
ResultsTwitter – Worldwide and India trending @ #1 Facebook – 3 lakh plus interactions and 90,000 fans addition1,500 people submitting their pictures, poems and memories Recognized as Top 10 best social media campaign in India
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//Responsive Web Design: For Fever 104
Challenge : To provide a mobile and digital connect to a radio station, whose audience is normally on the move. Provide value add to its unique content of DJ speak and Events
Solution : Responsive website Fever.fm that provides consistent, seamless experience across multiple devices from phones to tablets to personal computers. Easy reading and navigation with a minimum of resizing, panning, and scrollingTied in with audio offerings and social media
Results : Brand differentiation and better customer connect through unified experience across all devices. Faster loading time, thereby ensuring better customer experience .
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//Multimedia Content Dissemination : Women’s Day Challenge :
To create virality, excitement and drive user participation in the annual event
Solution : Disseminating the song through audio and video platforms - using Mobile, Augmented Reality, Social Media, Youtube, Telecom Operator Stores and promotions across multiple properties.
Results :
The Women’s Day Anthem received close to 4 lakh interactions over just 4 days.
2 lakh + video views1.4 lakh + audio downloads & streams50k + Facebook Interactions
Challenge :
To Connect students with htcampus platform for career planning on the mobile ecosystem and make it viral among the student TG
Solution :
Mobile application that provides information for students, and people in career transition.This app will provide step by step detailed information around career as a pivot point :
o Career Listing : Selected career detailo College Listing : College informationo Articles Listing : Educational articleso Social Connect (Facebook & G+)o Engagements using
posts,likes,share ,comments
Results : 1st of its kind mobile app in India for providing valuable career related info. This app will provide social engagement in terms of likes,shares,comments making it apt recipe for a viral marketing
// Career Planner
//Consumer Contest – Coke & Ra.One
ChallengeAs a part of its tie up with the movie Ra-one, Coke needed a solution to reach out to Tier 1 and 2 cities that would complement its ATL activity.
Solution Creation of an Inbound IVR platform, wherein consumers could answer the question ‘Who will you light 2 diyas for this Diwali?’. The winners would meet Shah Rukh. This contest was managed as an end-to-end solution by DQ.
ResultOver 40,000 calls were managed during the contest period and the lucky winners met SRK!MT.
// DQ’s Strategic Pillars
Devising unique, relevant creative solutions based on true insight and consumer connect.
CREATIVITY
Use of cloud-computing, agile technology and frameworks ensuring scalability and performance
TECHNOLOGY
Constant optimization and reporting for on-the-fly decision making and evaluation through our own tools and partner platforms.
ANALYTICS
