Digital Marketing is latest trend of marketing in Indian Real Estate. It helps in generating targeted customer efficiently along this it reduces MARKETING & PROMOTION cost by 50%.

1. Presentation On Marketing
-Er.Sandeep Pandey
+919911539003

2. Digital Revolution

3. Stages of Digital Revolution
•New channel location-based marketing
•Sales Tool- Brochure/Walk Through
Mobile
•Social Buying/ Face book Group Buying
S-commerce
Twitter (Mini Blog)
Social Media Face book (Blogs)
You Tube (Demos)
Linked In (Company Page)
Google
Information & Search
Banner Advertisements
Web-pages
Banking
E-commerce
Airlines
E-bay

4. Products Brand Exposure and Brand Salience
Part A

5. Products Brand Exposure and Brand Salience
Part B
Lead Generation
Domestic International
HNI’s NRI’s / PIO’s
Investors USA / UK
Delhi/NCR ME/AUS/SEA
Other Cities

6. Internet Usage
Internet in India has been emerging with a rapid pace. The penetration rate is at its
peak. In the next 5 years, more than 80% of the real estate business will be conducted
on-line.
Internet has been increasingly used by the people of age group 15- 70.
3G spectrum has opened up the avenue of immense growth for Internet usage in India.
Total Internet subscriber’s base/connections as on July end 2010 was around 80 million
Net users in India-11,870,000 Users ( Feb 2011). India has 10.52 million broadband users
(till Oct.2010), constituting 6.0% of the population.

7. Today’s digital world is all about communities
• Social networking sites enables increased user
interaction
• User generated content (UGC) including Text,
Audio, Video and Images helps builds
communities
– User generated content (UGC) is growing
exponentially and expected to grow further
Research
90% of consumers trust net based
recommendations from other
consumers.
70% trust brand web-sites.

8. The rise of social networking and the blogging hype in India
1. 56% of internet users undertake social (Facebook, Twitter) or professional
networking (LinkedIn).
2. Social networking forms the larger part of the pie with 52% of net users.
3. Blogging remains a tertiary phenomenon, with only about 31% of all internet users
somehow involved in blogs.
Though 27% of all online Indians read or check blogs, 15% of them comment on
blogs and only 9% of them have a blog of their own; that is, in effect, 89% of all net
users who are involved with blogs merely read them.
Yahoo is the most recalled online brand, but Google is the most used in India
1. 30% of all online Indians recalling Yahoo as the first online brand coming to their
minds.
2. In actual usage, Google is the frontrunner with 52% of all internet users preferring to
use Google the most among all the websites.

9. Areas for Exploration and Implementation
• Face book- Fan Page / Advertisements/Engagements
• Linked In- Company Page / Banners
• Twitter- Following/Presence
• You Tube- Exposure
• Banners Key Sites- Presence for high click through rates
• Google search engine optimization (words) SEO (Search Engine Optimization)/SMO (Social Media
Optimization)
• Improve our own web-site making it conclusive for information, a platform for engagement and booking
of units
• We will need to appoint a suitable Digital Marketing Company

10. ‘
New’ Marketing Tools Options
Existing New
 TV  Search Engines
 Print • Mobile
 Social Network
 Radio
• Outdoor  Video Streaming
 Games
• Sponsorships/ Events & Exhibitions
• Cinema  Blogs
 Micro Blogs
 Online Communities

11. What we need to do:
1. E-Commerce- On-line platform for inventory, exhibition and booking/blocking.
2. Information and Search
Outbound-
 Digital TV Ads
 Face book Ads
 E-Mailers Via Linked-In, Yahoo, Google
Inbound-
Search Engine Optimization. We create content on social media such as Twitter, FB and Linked In +
Content Media Channels that attract internet driven audiences with targeted articles and videos.
3. Social Media
Own Blogs.
Micro-blogs on Twitter.
Online communities “XYZ Family” from our web-site.
User generated content- our walk-through and TVC’s on You Tube.
Social Network Presence- Fans on Face book, Company page on Linked In.

12. What we need to do ( 1 Month of Experiment)
5. Mobile
SMS Short code video of walk through and TVC.
Location based.
Scan code to see brochure.
M3M Digital Cell- This will be a part of the marketing department. Techno-savy person who will ensure real
time implementation and monitoring of our on-line activities and co-ordinate the off-line promotion.
We also need to hire a person who will handle FB/Twitter/Linked In Customer Engagements. Good
communicators who will provide correct knowledge to prospective customers. He/she will update and
maintain other micro-blog & blogs and build our own community.
We need to combine the off-line (Press/TV/Print) with on-line media to get a 360 degree effect on brand
building and lead generation (see short term plan attached- Exhibit A)
An immediate campaign may be viewed upon as a first foray into the realm of digital marketing in order to
generate qualified leads from India and Abroad.

13. Simple Choices using the internet
Inbound
Outbound
Customer
COMPANY
Searches and Finds
Finds the
COMPANY
Customer

14. MOBILE

15. MOBILE
• Advertising (using currently)
• Coupons (for future consideration)
• Location Based Marketing- Loyalty points &
badges
• Sales Tool- Brochure/Walk Through

16. Short code sms
Short code sms details in Print
ads/ e- mailers/Outdoor/
magazine Adverts etc.
Mobile Number recorded by
Sms XYZ to 5323
CRM
Thanks for contacting M3M Group. To view
an exciting TVC of M3M Golf Estate, kindly Data recorded by Samadhan
click on http://SANDEEPPANDEY.TK your
Mobile/PC.
Online Access to Iram Aziz(log
in & password) Data to be sent
Record sales potential and to CRM team
communicate to sales See TVC and get contact details Toll free
department. Number 180001-11101--**
Calls received by CRM and leads are sent to
Sales Team sales team Sales Team
Conversion to bookings

17. Push sms to HNIs( 1.5 lacs)
Push sms to HNI database
ABC- The 7 star luxury residential project in LUCKNOW Just click
http://SANDEEPPANDEY.TK/Mobile/PC to view an exciting
video. SMS XYZto 56263 Data recorded by Samadhan
Online Access to Iram Aziz in 48 hrs (log in &
password)
See TVC and get contact details Toll free Number 180001- Data to be sent to CRM team
11101--**
Calls received by CRM and leads are sent to sales team
Sales Team

18. Social Networking - Facebook
25 Million Users in India

19. Social Networking - Facebook
Credits: Amodiovalerio Verde

20. • Relevant- Community centered around consumer’s passion.
• Personalized- Customized home page tracks home buyers individual progress & statistics.
• Interactive- Numerous mechanisms for interacting with other users on site such as community challenges
& discussion forums.
• More than 45% of the users on Social Networks return during the day. Face book tops the list with users
re-visiting more than 3 times during a day.
• Over 25,000,000 Face book Users
– Number of Face book Users in India has grown by over 60% in the last 6 months.
– 71% of Indian Face book Users are Male.

21. Facebook Link leading to Lead Generation Page
Hello, -C
M3M Golf Estate brings you the Finest Golf Res
M3M Group has established the highest standa
habitats that set the standard in India. Never-be
experienced life-styles that include some of the
-ci
Courses and many more, to the sheer delight of
The project is spread across 75 acres with 110%
land left for greens & concrete development only
course comprising of a spacious 3 & 4 bedroom
Enter youryou at the your contact details and our s
parking! Send us
contact
details toearliest.FREE CRUISE!!
avail a
Marketing Solutions

22. Which Leads to….
Products
details
with attached Lead
Generation Form
Copyright 2010. Tangerine Digital
Entertainment. All Rights Reserved

23. Options of the Brand available
Link enticing People to fill
up the lead generation
form by offering Free
Cruise
Product
Portfolio

24. Twitter Link
Link to
SMSDEAL
Twitter Page

25. Facebook – Lead Generation Cycle
Home Page
•Click on the link Data captured in
•Click on the posts (URL) link excel sheet /
posted by the Content Team Lead Generation online page /
•Through a YouTube Ad playing on Page emails
Facebook. At the end of the
commercial, the person will be
redirected to the Lead Generation
Form.

26. 9.01 Million Users in
India

27. Social Networking - LinkedIn

28. Social Networking - LinkedIn

29. LinkedIn – Home Page
Organisational
Brief
Link enticing People to fill
up the lead generation
form by offering Free
Copyright 2010. Tangerine Digital Cruise
Entertainment. All Rights Reserved

30. COMPANYLinkedIn – Product Page (Home)
Link enticing People to fill
up the lead generation
form by offering Free
Cruise
Copyright 2010. Tangerine Digital
Entertainment. All Rights Reserved

31. LinkedIn – Product Range
LinkedIn Marketing Solutions
proposal for
Gurgaon
April 11, 2011
Marketing Solutions
YouTube Linked
LinkedIn Marketing Solutions COMPANY Product
proposal for Commercial
Gurgaon
April 11, 2011 Marketing Solutions
LinkedIn
Products
proposal Solutions
Marketing
for
Flash embedded in the Video
Gurgaon
April 11, 2011
Marketing Solutions
with a Link enticing People to
LinkedIn Marketing Solutions
fill up the lead generation
proposal for
form by offering Free Cruise
Gurgaon
April 11, 2011
Marketing Solutions
Copyright 2010. Tangerine Digital
Entertainment. All Rights Reserved

32. LinkedIn – Individual Product details and
User Generated Content
YouTube Linked
Product Details
COMPANY Product
Commercial
Flash embedded in the Video
with a Link enticing People to
fill up the lead generation
form by offering Free Cruise
Generated
Content
User
Copyright 2010. Tangerine Digital
Entertainment. All Rights Reserved

33. LinkedIn Display Advertising
EASY TO PLACE. HARD TO MISS.
Banner enticing People
to fill up the lead
generation form by
offering Free Cruise
Copyright 2010. Tangerine Digital
Marketing Solutions Entertainment. All Rights Reserved

34. -City Golf Resort Living
M3M Golf Estate brings you(in Finest Golf Resort Living. The
Partner Message the LinkedIn Inbox)
M3M Group has established the highest standards of residential
habitats that set the standard in India. Never-before
experienced life-styles that include some of the most prestigious
Hello, -City Golf-city designer Golf
Resort Living
Courses and many more, to the sheer delight of residents.
M3M Golf Estate brings you the Finest Golf Resort Living. The
M3M Group has established the highest standards of residential
The projectset the standard in India.75 acres with 110% of the total
habitats that is spread across Never-before
land left for life-styles that concrete development only on 15% of the
experienced greens & include some of the most prestigious
-city designer Golf
course comprising ofto the sheer delight & residents.
Courses and many more, a spacious 3 of 4 bedroom apartments.
Hello, -City Golf Resort Living
The project is spread across 75 acres with 110% of the total
M3M Golf Estate brings you the Finest Golf Resort Living. The
land left for greens & concrete development only on 15% of the
M3M Group has established the highest standards of residential
parking! Send us your contact details and our sales
habitats that set the standard in India. Never-before reps will
experienced life-styles that include some a FREE TRIP!!
Enter your details to availof3the 4 bedroom apartments.
contact comprising of aearliest. & most prestigious
course
you at the spacious
-city designer Golf
parking! Send us your contact details and our sales reps will
Courses and many more, to the sheer delight of residents.
contact you at the earliest.
The project is spread across 75 acres with 110% of the total
land left for greens & concrete development only on 15% of the
course comprising of a spacious 3 & 4 bedroom apartments.
parking! Send us your contact details and our sales reps will
contact you at the earliest.
Marketing Solutions

35. LinkedIn – Lead Generation Cycle
SANDYHome
Page
•Click on the Banner
•Clicking on the
products
Data captured in
excel sheet /
Lead Generation
online page /
Page
emails
LinkedIn
Advertising
•Click on the Banner
•Partner Messages
Copyright 2010. Tangerine Digital
Entertainment. All Rights Reserved

36. Social Networking - Twitter
23.28 Million Users In
India

37. Social Networking - Twitter
.com
4,328,000 registered users 300M unique/month
370,000 new signups/day 115M page views/day
activity is exploding
90M Tweets/day (+ 85% in 3 months)
48% created from mobile
14M new followings/day

38. Social Networking – Twitter
Why Indian Users Use Twitter?
Source: Exact Target / Cotweet, June 2010
To get updates on future products 48%
To stay informed about the activities of a company 32%
To receive discounts and promotions 41%
To get updates on upcoming sales 40%
To get a "freebie" (e.g., free samples, coupon) 38%
For fun or entertainment 56%
To get access to exclusive content 35%
To learn more about the company 25%
To show my support for the company to others 23%
To interact (e.g., share ideas, provide feedback) 20%
For education about company topics 34%
Someone recommended it to me 34%
So the company could send me a direct message 20%
Consider these top motivations when crafting tweets that optimize for engagement, spur more retweets and grow your
followership.

39. Popular Online Activities in India
Online Activity % Internet Users
Undertaking
Emailing 94%
Download Music 78%
Instant Messaging/Chatting 66%
Job Search 73%
PC to Mobile SMS 48%
Social Networking 69%
Info Search Engine 81%
Watch Videos 50%
Screensavers/Wallpapers 50%
Online Communities 50%

40. COMPANY– Twitter Home Page
Product Website details
Traffic Details
Link enticing People to
fill up the lead
generation form by
offering Free Cruise
Copyright 2010. Tangerine Digital
Entertainment. All Rights Reserved

41. COMPANY – Each Tweet a new engagement
Multiple
people
discussing
Link to Lead Generation
Form

42. Twitter Link leading to Lead Generation Page
Hello, -C
M3M Golf Estate brings you the Finest Golf Res
M3M Group has established the highest standa
habitats that set the standard in India. Never-be
experienced life-styles that include some of the
-ci
Courses and many more, to the sheer delight of
The project is spread across 75 acres with 110%
land left for greens & concrete development only
course comprising of a spacious 3 & 4 bedroom
Enter your details to avail us your contact details and our s
parking! Send a FREE CRUISE!!
contact you at the earliest.
Generating
Qualified
Leads
Marketing Solutions

43. Twitter Best Practices
• Share. Share photos and behind the scenes info about your business. Even better, give a
glimpse of developing projects and events. Users come to Twitter to get and share the latest,
so give it to them!
• Listen. Regularly monitor the comments about your company, brand, and products.
• Ask. Ask questions of your followers to glean valuable insights and show that you are
listening.
• Respond. Respond to compliments and feedback in real time
• Reward. Tweet updates about special offers, discounts and time-sensitive deals.
• Demonstrate wider leadership and know-how. Reference articles and links about the bigger
picture as it relates to your business.
• Champion your stakeholders. Retweet and reply publicly to great tweets posted by your
followers and customers.
• Establish the right voice. Twitter users tend to prefer a direct, genuine, and of course, a
likable tone from your business, but think about your voice as you Tweet. How do you want
your business to appear to the Twitter community?

44. YouTube
43 Million users in India (2012)

45. Some You tube India Statistics
• 70% of Indian internet users watch online videos
• You tube accounts for 49.5% of all videos viewed in India in a month

46. COMPANY – YouTube Homepage Driving Traffic
to Audi -
Twitter
Driving Traffic
to Audi -
Facebook
Link enticing People to fill
up the lead generation
form by offering Free
Cruise

47. company – YouTube – Building
Communities
User
Generated
Content
Company
Profile &
Traffic

48. Company - YouTube
Link enticing People to
fill up the lead
generation form by
offering Free Cruise

49. YouTube ( Commercials)
M3M Commercials
On YouTube
Flash embedded in the Video with a
Link enticing People to fill up the
lead generation form by offering
Free Cruise
Copyright 2010. Tangerine Digital
Entertainment. All Rights Reserved

50. company– YouTube – Building
Communities
User Generated
Content (UGC)
Company
Profile &
Traffic Details
Copyright 2010. Tangerine Digital
Entertainment. All Rights Reserved

51. YouTube Link leading to Lead
Generation Page
Hello, -C
M3M Golf Estate brings you the Finest Golf Res
M3M Group has established the highest standa
habitats that set the standard in India. Never-be
experienced life-styles that include some of the
-ci
Courses and many more, to the sheer delight of
The project is spread across 75 acres with 110%
land left for greens & concrete development only
course comprising of a spacious 3 & 4 bedroom
Enter your details to avail us your contact details and our s
parking! Send a FREE CRUISE!!
contact you at the earliest.
Generating
Qualified
Leads
Marketing Solutions

52. Over 36.8 Million users in
India(2012)

53. Yahoo!, Established Leadership Position- Properties Snapshots
73% of the total online population visits Yahoo! every month
- # 1/2 in Mail, News, Cricket, Movies, Finance & IM categories
Yahoo! is #1 …
• Highest Unique Visitors amongst online portals (33 MM / month ^)
• Yahoo! Front pages itself reaches a whopping 28.8 MM^ a month
• E-mail – 20.8 MM Reach (UU) and 1.8 Bn Page Views . 70% users of
Gmail, India times and hotmail use Yahoo! Mail.
• Yahoo! News is the #1 in General News category with 4.6 MM Reach
(UU)
• Messenger – 9.3 MM Reach (UU). Over 70% IM users use Yahoo!
Messenger and 65% of the time spent on IM is on Yahoo! Messenger
• Yahoo! Movies is the #1 in Movies category– 3.1 MM Reach (UU). 30%
of users consuming Entertainment - Movies category present on Yahoo!
Movies
• Y! India cricket – UU base of 4.2 MM, Over 30% consuming sports are
on Y! India cricket

54. COMPANY Banners placed on Yahoo!
Finance Home Page to target HNIs

55. 10 lac Impressions for 1 month
Banner enticing People
to fill up the lead
generation form by
offering Free Cruise

56. Yahoo! Banner leading to Lead Generation Page
Hello, -C
M3M Golf Estate brings you the Finest Golf Res
M3M Group has established the highest standa
habitats that set the standard in India. Never-be
experienced life-styles that include some of the
-ci
Courses and many more, to the sheer delight of
The project is spread across 75 acres with 110%
land left for greens & concrete development only
course comprising of a spacious 3 & 4 bedroom
Enter your details to avail us your contact details and our s
parking! Send a FREE CRUISE!!
contact you at the earliest.
Generating
Qualified
Leads
Marketing Solutions

57. 1 Billion Users from India per week
86.7% Of Indian Search market

58. Google – The Dominance Continues
• Google gains further prominence – becomes the most used website of almost
half of all regular online Indians. Preference for Yahoo drops noticeably.
• Google’s dominance also manifested at the ‘verticals’ level – Google, Gmail,
Orkut and Youtube are most used websites for 24 distinct online activities.
• Yahoo leads in 3 verticals. For the rest of the verticals, it is the ‘specialized’
players who lead or dominate user preferences.

59. Crowded Websites in India
Following are the most famous Websites that emerged on Indian Scenario and
still emerging
Website % Use it the Most
Google 59%
Face book 42%
Yahoo 11%
Gmail 19%
Orkut 4%
Rediff 4%
Money control 3%
YouTube 20%
Blog spot 0.8%
160by2 0.9%

60. Google – The Dominance Continues
•As of December 2012, there was a PC base of approx.1.9 Billion PCs.
•More than 545 private ISP's operational by March 31, 2013
•More than 86 percent of top 100 corporate (who responded to the survey conducted in January
2010) have endorsed the Internet and electronic commerce as being an integral part of their
corporate strategic framework for next year

61. Major Players
Among Search Engines- Google is the big fish, followed by MS Bing and
Yahoo Search !

62. Search Engine Optimization (SEO) Lifecycle
6. Initial analysis to
1. Benchmark current
create a Link
traffic and search
Development
engine positioning
Campaign
5. Site wide on-page
2. Keyword research
optimization for
and analysis
search engines
4. Create site wide
META tags and page 3. Competitive
titles for search analysis
engines

63. SEO Lifecycle (Images)
Keyword research
Competitive analysis
Benchmark current and analysis
traffic and search
engine positioning
Initial analysis to
create a Link Site wide on-page optimization Create site wide META
Development for search engines tags and page titles for
Campaign search engines

64. Steps for Search Engine Optimization
1. Benchmark current traffic and search engine positioning
 Create reports that display where your sites ( www.sandeeppandey.tk) are ranking now,
how many pages are indexed by the major search engines, and the number of external
sites linking to your sites.
2. Keyword research and analysis
 Generate targeted keyword phrases for every page of the M3M India website. Include a
report of estimated search volume per keyword phrase.
This includes:
1. Review of the current website content.
2. Run Google Analytics to understand the keyword usage.
3. Review Google Ad-word spend and performance.
4. Develop a keyword procurement and placement strategy

65. Steps for Search Engine Optimization
3. Competitive analysis
Analyze your top competitors and what keywords they’re using to place high in the search
engines. Includes competitive link analysis, to identify major sites that are linking to your
competitors.
This includes:
1. Analysis of competitor website.
2. Benchmark against their reachability through search engines on keywords.
3. Map appropriate budget spends for procuring appropriate placement for the optimal
keywords.
4. Generate appropriate content linking strategy.
4. Create site wide META tags and page titles for search engines
Recommend website modifications to include separate sets of META tags that adhere to the
requirements of each of the major search engines.
This includes:
1. Make the websites (www.sandeeppandey.tk.com) HTML SEO/SEM friendly.
2. Ensure tags, links, URL’s and annotations are search-friendly.

66. Steps for Search Engine Optimization
5. Site wide on-page optimization for search engines
Make modifications to all main pages of website, to ensure that keywords are used properly
in the content.
This includes:
1. Editorial review of all the content to understand how search engines behave.
2. Rewrite using appropriate keywords and relationships.
3. Ensure linking from one content to another for crawlers to reach appropriate pages.
6. Initial analysis to create a Link Development Campaign
Create a strategy to develop inbound links to your website.
This includes:
1. Research all websites where related content is available (including social network
platforms).
2. Create links and submissions for driving traffic to the client website.
3. Create campaign pages to consolidate user traffic.
4. Enhance website traceability.

67. Notable Example of Real Estate Companies
•As per the history there haven’t been any such notable example emerged from the Real
Estate scenario.
•Many real estate companies still aren’t utilizing the Digital approach whole heartedly.
•We wish M3M may set the benchmark for other Real Estate companies

68. E-Commerce In India
Year Total E-Commerce Transactions
(in Million $)
1998-99 31.138
1999-2005 403.848
2005-06* 1595.154
2006-09* 3245.066
2009-11* 4253.509
2011-12* 9956.018
* Projections (Ref: Nasscom-McKinsey study)

69. Offline Push to Digital…..

70. Digital & POPUP BANNER-Ads

71. Stationery Advertisement

72. Letter head Visiting Card

73. Website Plan

74. Contents
Objectives
• The current status of the Site
• The Proposed website plan
• Features of the New Website
• Details on the Key Features
• The engagement Plan

75. Objectives
• To Create a website that engages with customers
• Creates a first of kind impression among the users of the site
• To introduce many firsts in the realty related products
• The site will be semi blog in nature

76. Features of the New Website
• The new website will have the following features:
– Expert Speaks
– Legal FAQ
– Contests
– Tips on decors
– Customer Recommendations
– News letters
– Video Zone
– Tips and Tricks
– Enhanced Search
– Onsite booking and Blocking

77. One example of Search

78. Enhanced Payment Gateway
• The site will offer an option to make the payments on the site
• The site will be integrated with multiple banks
• The payment denomination will be in the range of 10 Lacs and above
• The transfers will be done using the net banking
• We will need the assistance of the CFO of SMSDEAL to enable deals with the banks

79. The Video Zone
• The Video zone will have the capture of the video records
of the following:
– Live Onsite work
– Live view of the projects
– Interviews of the satisfied customers
– Walk through of the proposed projects
– Management Interviews
– TVC

80. Site Engagement Options
• The site will engage with the customers using the following:
– Experts Advice: This will be a forum driven model where
experts will be able to answer various concerns of the users
– Celebrity Chats : The celebrity chat will allow a celebrity to talk to
multiple set of users at the same time and will also offers features
to block users and save chat sessions
– Blogs: Will contain interesting realty related articles published on
the site over time
– Contests

81. Expert Advice Section on Legal, Real Estate and other issues

82. Expert Profile page layout

83. Microsites
• The Home page of the each site will link upto various micro site
• Each Micro site will have its own management interface
• Each Micro-site will have its own landing page
• The next slide shows an example of the micro site

84. Examples of a Microsite

85. Integration with Face book and Twitter
• The site will be tightly integrated with facebook and twitter
• The user will be able to like the site using facebook and twitter widgets
• The twitter updates will also run on the site using twitter widgets

86. The Effort Estimation
• The Project will have following parts:
– Design of the website
– Development of the Enhanced Search and booking
– Payment gateway Integration
– Development of the website elements
– Content Development
– Maintenance
– Hosting

87. Thank You