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Analog Marketing! Single Tasking! Analog Marketing! Slow Food! Digitall Marketing! Dig it all Marketing! Insight! or Hindsight! or Out of sight! What’s Digital and What’s Not? eCommerce eMail sms mMarketing eMarketing mms ipTV mCommerce The Juggling Act! 445 mn 250 mn 175 mn 33 mn Internet JuxtConsult Print Mobile IRS TRAI Television IRS Sources Looking from the ‘long’ side of the telescope! Household asset owners as Internet users % using Internet Color TV 13% Cable TV connection 16% Mobile phone 16% Life insurance 17% Bank account 17% 2-Wheeler 20% Fridge 26% Car ( < Rs.4 lakhs) 34% Credit card 41% Digital camera 45% Invested in shares 63% Air conditioner 64% Computer/Laptop 68% Looking from the ‘near’ side of the telescope! Internet users household asset ownerships % owning asset Color TV 91% Mobile phone 87% Bank account 85% Computer/Laptop 73% Cable TV connection 70% Fridge 69% Life insurance 53% Camera 53% 2-Wheeler 46% Credit card 32% Air conditioner 20% Invested in shares 12% Car ( < Rs.4 lakhs) 11% A telescope that also doubles up as a microscope! Selective targeting Contextual targeting The ‘individualized’ mass medium of the future Internet represents the ‘mass’ as much as the class! Brand Consumers…………………….Netsumers! • Male 82% • 19 – 35 years 77% • SEC ‘A’, ‘B’, ‘C’ 73% • Works in the corporate world 55% • Owns a vehicle 63% It’s the dominant medium in their daily lives! • Daily access – Home 89% – Office 85% • Users with usage session of 2 hours or more – Home 36% weekday, 58% weekends – Office 40% weekday, 51% weekends • Users spending 2 hours or more daily on other mediums – TV 14% – Newspaper 2% (14% more than an hour) – Radio 10% It’s now a part of their living rooms! • On an average a net user undertakes over 15 activities online Online Activity % Undertaking Emailing 91% Job Search 72% Instant messaging / chatting 71% Check news 64% Check Sports 57% Download music / movies 56% Check cricket score 51% Dating/Friendship 51% Matrimonial search 50% English info search engine 50% It talks and ‘listens’ to them! 900……………….…………………..……….…..3600! • 82% internet users ‘interact’ on the medium • Its truly a ‘marketing’ medium, not just a ‘communication’ one • Great support vehicle for ‘surround sound’ impact • Great lead vehicle for ‘engaging’ the consumers It is not about reaching consumers but ‘staying’ top in their minds! A bird in the hand better than two in the bush! ?? CRM ?? One the greatest ‘unutilized’ benefit of this digital medium The Big missing Piece in the Puzzle! • Female 18% – 19 – 35 years 80% – SEC ‘A’, ‘B’, ‘C’ 74% • Housewife 9% • Has Children 6% Sum up… • Be prepared for a changing definition of digital world and digital marketing • In the meantime, leverage the internet for its strength: – Frequency and not reach – Selective and contextual targeting – Interact and engage, not just sell (CRM) • Beware of its 2 weaknesses – reach, women consumers • Practice ‘integrated’ marketing – ‘surround’ the consumer Time to swim not surf Dive in!
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