The Digital Landscape - Then, Now and Forever...

1. The Digital Landscape
Then, Now and Forever….

2. The Internet Ecosystem
IT Consulting and
ISPs / Backbone Software
Hardware Providers Solutions
Networks Companies
Companies
Web Hosting,
Search Engines /
Caching, Content Content Sites SaaS / ASP
Portals
Delivery
Internet Marketing,
Email Marketing
Ad Agencies Ad Networks Advertising and
and Support
Web Design
E-Commerce
B2B E-Commerce
Marketers

3. Evolution of the World Wide Web
1958 - 1994 1995 - 2000 2001 - 2010
Basic Internet Amazon.com Wikipedia
developed eBay iTunes
First email system Craigslist Technorati
TCP/IP Protocol IE v1.0 Mozilla 1.0
Term www is RealAudio MySpace
coined
Yahoo Google AdSense
Mosaic Browser
v1.0 Google launched Web 2.0
First Search PPC ads Facebook
Engines Launched NASDAQ Peaks Blogs
First Banner Ad Ajax
appears
YouTube
First ecom
transaction Social Networking
Twitter

4. World Internet Users
Germany,
54
India, 81
China,
Japan, 96 360
USA, 220
Figures in Millions

5. US Advertising Spends
In $Billions
368 Digital
16%
367 TV
37%
366
365
Print
364 30%
Digital
363 Invest
17%
362
2009 2010
Source: Annual Advertising and Marketing Study 2009, Outsell Inc.

6. Years to Reach $20B in Ad Revenue
Online
Cable TV
Broadcast TV
Years
Radio
Newspaper
0 20 40 60 80 100 120 140
Source: Universal McCann, IAB Internet Advertising Report, Booz & Company Analysis

7. Advertising Share in India
Functionality Perception
Internet
5%
Engaging
Radio Others the
1% 15% consumer
20%
Lead
Generation
50%
Print Brand
Building
27% TV and
52% Creating
Awareness
30%
Source: Webchutney, Juxt Consulting: Digital Media Outlook 2009:
A Study of the Indian Digital Marketing Scenario.

8. Internet Advertising Revenue - India
Viral Advertising Mobile Internet
6% Advertising
2%
Email Develop and
Marketing Maintain
14% Websites
30%
Social Media
Marketing
15%
Ad Networks
17%
Display and
Banner
Advertising
16%
Source: Webchutney, Juxt Consulting: Digital Media Outlook 2009:
A Study of the Indian Digital Marketing Scenario.

9. Consumers’ Online Behaviour
• Curating:
Curating – Moderate or are heavily involved in
online communities, for ex.
Wikipedia, fan pages, or discussion
Producing boards; Invested in success of a
product, service, or community,
want to give back, or be recognized
Commenting • Producing
– Create and publish their own
content, websites, blogs, or
Sharing podcasts ; Want to express
identity, own content, be
heard, or be recognized
Watching
Source: Understand Your Customers’ Social Behaviors – Charelene Li, Jeremiah Owyang, Altimeter Group

10. Consumers’ Online Behaviour
• Commenting
Curating
– Respond to others’ content,
comment on blogs or news
stories, review or rate
Producing products; Actively participate,
support, or contribute
ideas/opinions
Commenting • Sharing
– Update status on social sites or
Twitter, upload photos, videos,
Sharing articles, etc; Want to share the
information they have
with peers, both to support
others, and demonstrate
Watching knowledge
Source: Understand Your Customers’ Social Behaviors – Charelene Li, Jeremiah Owyang, Altimeter Group

11. Consumers’ Online Behaviour
Curating
• Watching:
– visit social
Producing networking sites, read
blogs, watch videos;
Commenting – To seek social-created
content to help
with making decisions,
Sharing
learning from peers,
or entertainment
Watching
Source: Understand Your Customers’ Social Behaviors – Charelene Li, Jeremiah Owyang, Altimeter Group

12. Evolution of Marketing Activity
Pre-Digital Digital
Who – Know Segments and
Targeting: Socio-
Segments and
Targeting: Interests
who your Demographic and Affinities
customers are Insights : Research Insights: Real-Time
What – Be clear One Message: Different Messages:
what your For all consumers / For different
situations consumers /situations
brand offers Advertising created by Content created by
Brand Brand/Consumer
Channels:
How – Choose Channels:
Offline and Online
how to Offline, One-way
Push Two way Push and
communicate Pull

13. Some Social Media Marketing platforms
Popular micro-sharing World’s leading social A Social Network site for
platform, a “real-time networking site where users business professionals
information network” can add friends, send
75 m users total, 1.8 m in messages and build their
own profile. 60 m users total, 2.5 in
India India.
used for keyword search 400 m users total, 12.4 m in
monitoring, track what India
people are saying about you Great for engaging people Effective for personal
and your competitors. who like your brand, want branding and demonstrating
to share their opinions, and your Organization’s
participate in giveaways and professional prowess.
Offers unique opportunities competitions.
for website integration and
engaging with customers Employees can maintain
Facebook Brand Pages are complete profiles to
great for brand exposure strengthen your team’s
reputation.