Oedipus

Digital Strategy

www.campusheight.com
392/18, Hira Nagar, Khandsa Road – Gurgaon (HR)
Ph. 8447166114, 9654065249, 8587894247
Oedipus Services Pvt. Ltd. , Gurgaon, www.campusheight.com

Selling a Product or Service


More than 50% mobile users use internet on their phones

MUMBAI: Fuelled by the increasing penetration of smartphones and a whole host of mobile-only content to go
with it, the Indian mobile advertising market is estimated to reach Rs 2,800 crore by 2016 from a mere Rs 180
crore that it is worth today. What is significant is that India could currently have as much as 50% or more
Oedipus
mobile-onlyServices Pvt. Ltd. users — possibly the highest worldwide compared to 20-25 % across developed countries
internet , Gurgaon, www.campusheight.com
— according to a report from Mumbai-based financial advisory firm Avendus Capital.

More than 50% mobile users use internet on their phones

Your Logo

-

-

Broadband and mobile internet have
fueled the growth of Internet in the
country.

-

Age Group

India has the 2nd largest internet users
base in Asia and 5th largest in the world

The demographics of people using
internet in the country is skewed towards
an age group of 15 to 34

2%
6%
17%

34%

15-24
25-34
35-44

41%

45-54
55+


Source: Comscore July 2011

Tablet marketplace – A massive new channel

Mobile In India

868MN mobile subscribers with 130% urban teledensity
275MN mobile internet subscribers and 147Mn active

Exponential growth of Smartphones & Tablets
Present 3G user base -

10Mn

Tablet ownership likelihood

30% searches on Google India happens on
Mobile.

Over


iPAD

Galaxy
Tab

Dell
Streak

Playbook

Social Media In India
Reach – 52.3%
UV – 23 mn.
Reach – 42%
UV – 19 mn.

Total Unique
% Reach
Visitors (000)
Tota l I nte rne t
45,476
100.0
GOOGLE.CO.I N
40,911
90.0
FACEBOOK.COM
36,668
80.6
YAHOO.CO.I N
32,433
71.3
YOUTUBE.COM
23,790
52.3
BLOGGER.COM
19,140
42.1
WI KI PEDI A.ORG
16,106
35.4
REDI FF.COM
14,800
32.5
I NDI ATI MES.COM
11,296
24.8
I N.COM
10,189
22.4
Oedipus Services
ORKUT.COM Pvt. Ltd. , Gurgaon, www.campusheight.com
9,624
21.2
Media

Source: Comscore Sep, 2011

- 5 out of the top 10 sites in India are social
sites.
- Facebook clocks more than 36 MM .

- Average time spent on YouTube is 20 mins
which is more than the avg. time spent on TV
channels in India

Digital Dashboard
Digital for Education sector
Crafting the right digital
media mix


Digital Dashboard – Advertising Spends Online
Display Ads - 2010 - 2011

-

Text Ads – 2010 - 2011

Total Display advertising market of India estimated to be Rs 534 crores or Rs 5.43 billion in year 2010-11.
Total Text advertising market of India estimated to be Rs 459 crores or Rs 4.59 billion in year 2010-11.
Education Spends estimated to be 7%. Of total Display and 4% of total Search in YR 10-11


Education – Category Spends

Education Spends for the year 2011 is estimated at INR 53 crores .


Source - IAMAI

Education – Category Spends
Total Spends

Amity University
IIPM
Niit Ltd

26%

Sharda University

27%

Manipal University
Sri Balaji Society
2%

CFA Institute

2%
9%

3%

Chartered Institute of Management Accountants (CIMA)

3%
Symbiosis International

4%

8%
8%

8%

Lovely Professional University
Others

•Amity, IIPM and NIIT contribute to almost 44% of the
Education spends online.
Source - Vizisense


Digital Dashboard
Digital for Finance &
Insurance sector
Crafting the right digital
media mix

The role of digital to any brand can be
summed up under three broad pillars

1

A Media Vehicle

2

A Social & Engaging
Platform

3
Awareness

A Lead Generation
Channel

Consideration

Online Channel
Management

Action

Driving Leads & Sales
Display advertising online & Mobile
Cross sell, upsell & Loyalty Programs

By creating great content and engaging in conversations


The role of digital to any brand can be
summed up under three broad pillars

1

A PAID MEDIA
Media Vehicle

2

A Social & Engaging
EARNED MEDIA
Platform

3
Awareness

A Lead Generation
OWNED MEDIA
Channel

Consideration

Online Channel
OWNED MEDIA
Management

Action

Driving Leads & Sales
Display advertising online & Mobile
Cross sell, upsell & Loyalty Programs

By creating great content and engaging in conversations

1. Paid Media – Display and Search
Reach Builders Online

Reach Builders Mobile

Affinity Sites

As per campaign
offers

EDM
(External & Internal)
SMS
(External & Internal)

Online & Mobile Ad networks – CPC


Long-term initiative
optimized by third-party
tags

Our approach to SEM

Always be present among the prequalified
searcher
• Built 100% SOV on brand & product related search terms
apart from the tactical campaigns

Extend reach and impact based on the type of
education courses provided.
• Entertainment, News, Sports and others website to tap within
networks only with banners ads on CPC model

Integrating search with Social
• Search optimisation across social sites
•Creating content in the form of videos, images, widgets etc
which can grow organic
•Adding all local details on Google Maps

To focus on education / management related keywords

2. Earned Media
Create content which will help
spark conversations

○ ATL & Digital campaigns spark conversations online

○ Some of these conversations could be negative

Listening & Engaging In
Conversations
Campaign

○ Addressing these negative conversations become critical
Campaign

Campaign


www.campusheight.com
(: +91(0) 8447166114, 9654065249, 8587894247


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