1. Analog Marketing!

2. Single Tasking! Slow Food! Analog Marketing!

3. Digitall Marketing!

5. Insight! Hindsight! or Out of sight! or

6. What’s Digital and What’s Not? eCommerce eMarketing eMail mCommerce mMarketing sms mms ipTV

7. The Juggling Act! InternetPrintMobileTelevision 445 mn 250 mn 175 mn 33 mn JuxtConsultIRSTRAIIRS Sources

8. Looking from the ‘long’ side of the telescope! Household asset owners as Internet users % using Internet Color TV13% Cable TV connection16% Mobile phone16% Life insurance17% Bank account17% 2-Wheeler20% Fridge26% Car ( < Rs.4 lakhs)34% Credit card41% Digital camera45% Invested in shares63% Air conditioner64% Computer/Laptop68%

9. Internet users household asset ownerships % owning asset Color TV91% Mobile phone87% Bank account85% Computer/Laptop73% Cable TV connection70% Fridge69% Life insurance53% Camera53% 2-Wheeler46% Credit card32% Air conditioner20% Invested in shares12% Car ( < Rs.4 lakhs)11% Looking from the ‘near’ side of the telescope!

10. A telescope that also doubles up as a microscope! Selective targeting Contextual targeting The ‘individualized’ mass medium of the future

11. Male 19 – 35 years SEC ‘A’, ‘B’, ‘C’ Works in the corporate world Owns a vehicle  82%  77%  73%  55%  63% Brand Consumers…………………….Netsumers! Internet represents the ‘mass’ as much as the class!

12. It’s the dominant medium in their daily lives! Daily access –Home89% –Office85% Users with usage session of 2 hours or more –Home36% weekday, 58% weekends –Office 40% weekday, 51% weekends Users spending 2 hours or more daily on other mediums –TV14% –Newspaper 2% (14% more than an hour) –Radio10%

13. It’s now a part of their living rooms! On an average a net user undertakes over 15 activities online Online Activity % Undertaking Emailing91% Job Search72% Instant messaging / chatting71% Check news64% Check Sports57% Download music / movies56% Check cricket score51% Dating/Friendship51% Matrimonial search50% English info search engine50%

14. 90 0 ……………….…………………..……….…..360 0 ! 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! It talks and ‘listens’ to them!

15. A bird in the hand better than two in the bush! ?? CRM ?? One the greatest ‘unutilized’ benefit of this digital medium

16. The Big missing Piece in the Puzzle! Female –19 – 35 years –SEC ‘A’, ‘B’, ‘C’ Housewife Has Children  18%  80%  74%  9%  6%

17. 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

18. Time to swim not surf Dive in!