Digital marketing involves using integrated online and offline channels to deliver customized experiences to empowered customers. Trends include delivering value to customers and fostering lasting connections. The document discusses digital marketing services like digital campaigns, marketing communications, and digital ad operations. It provides examples of mapping digital campaigns and outlines services like creative design, web services, social media management. Case studies show experience in areas like campaign management, online campaign management, and ad campaigns/product support.

1. Digital Marketing

2. Today’s buyers are demanding more choices in how
they learn about, shop for, purchase and use
Products & Services
Interested in
…that offer a mix of
Consultative Interactions…
Social media, Web channels, Mobile,
email & other interactive channels…
…providing
Fully Integrated Environment to provide customers
with seamless buying experience that aligns with their individual preferences…

3. Trends
Deliver Value to empowered customers
Foster lasting Connections
Capture value, Measure results

4. Market Demand & Challenges
Integrated Sales
& Marketing
Closed loop marketing Automation
Centrally managed Multi-Channel communication
Real-time Analytics
Manage leads, Collaterals, eMail Campaign Templates

5. Mediums
Online
Radio
eMails
TV
SMS/MMS
Mobile & Tablets

6. Mapping

7. Mapping
Digital Campaigns
HCL
Digital
Marketing
Services
Marketing
Communication Services
Digital Ad Operations

8. Digital Campaigns
Campaign
Attempt to communicate a message with specific business goals
(increase revenue, leads, customer adoption, etc) to targeted audience over a particular time period
Planning & Designing
Communicating Message to Target Audience
Analytics & ROI
Measurement

9. Marketing Communication
Web Services
Creative Design
Service
Customer / Internal
Communication
Trade Shows
Direct Marketing
Website & Micro-site
Creative Design
Newsletter &
eNewsletter
Stall & Standees
Design
Tele-Marketing
Online Campaigns
Branding
Training material
Notification E-mailer
Email Marketing
Analytics/Media
Monitoring & Analysis
Print & Digital Image
Preparation
Power point
presentations
Micro-site for events
Research Support
Social MediaManagement &
Analysis
Image Cutouts
Multimedia
Creation of sales
collateral
Flash to video
conversation
Promo Design
Web Design
Flash Animation &
Presentation
Advertisement Design
Posters&Handouts
& Brochures
Video
Digital Marketing

10. Digital Ad Operations
Ad Trafficking
 Inventory & Insertion order management
 Campaign setup in ad servers & handling 3rd party ad tags
 Handling CPM, CPC, CPL revenue model campaigns
 RichMedia ad campaign implementation
 Post campaign analysis and reporting
Media Planning
 Setting media objectives in light of marketing & advertising objectives
 Developing a media strategy for implementing media objectives
 Designing media tactics for realizing media strategy
 Proposing procedures for evaluating the effectiveness of the media plan
Campaign Analysis & Reporting
 Monitoring performance of the campaign
 Analyzing performance reports to monitor campaign delivery
 Implementing changes to improve the performance
 Reporting campaign performance and delivery reports to stake holders

11. Services Snapshot

12. Service Snapshot
Service Umbrella
Creative Services
Content Services
Localization Services
Editing Services
Templatizing
Segmentation & Targeting
Analytics Service
Tracking & Reporting

13. HCL Experience

14. Case Study
One of the largest Magazine Publishers in the World
Digital Campaign Management
Our work Samples…
Scope
Customer Targeting
 Target Group Analysis
 Campaign Setup
Design
 Create digital content
 Content Management
Campaign Management
DB Management & Reporting
 Monitoring database
 Campaigns Reporting
Key Highlights
 One campaign management Hub Supporting 20 Countries
 Multi lingual promotions
 Targeting 2 Campaigns per week for each country
 Handling Campaigns for Acquisition , Promotions & Retention
Key Benefits
 Single production hub for multi language campaign management across different geo’s
 98% Email deliverability rate while 6% Campaign conversion rate for
Promotions
prospect
 Re-usage of creative to reduce cost and standardization
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15. Case Study
Leading Publisher of Automobile Advertisement Portals in USA & Canada
End 2 End Online Campaign Management
Our work Samples…
Scope
Dashboard
 Web Analytics
 Ad Operations & Ad Traffic Coordination
 Forecasting of Impressions available on portals
 Campaign QA
 Optimization of
campaigns
impressions to overcome or recover the Under/Over delivery of
 Campaign Uploads - advertisements into DART tool as per the specs and instructions from
advertisers
 Campaign Management
 Latest addition – new service line Traffic Coordination
Client Benefits
 Maintained 100% SLA on all the activities though most of the activities were new in the
initial stage
 Received numerous client appreciations for handling TSS which is a huge task
 Have identified the opportunity of adding one more FTE, which is on hold from client end
 Productivity gains: 50%
 Efficient off-shored support has enabled increase in repeat clientele (and ad revenue) for
SIM, approx 60% in 2010 v/s 40% in 2008
 5/5 in C-SAT surveys for last 2 years
 Almost defect free delivery for 4+ yrs; 99% on Accuracy and 99% on TAT
 Engagement on the expansion mode. Latest addition – new service line Traffic
Coordination
Key Highlights
91 Websites
18 Mn Unique Visitors/month
47 Different OEMS
93 Mn Page Views/month
110,000 Retail Stores
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16. Case Study
One of the largest Internet Products & Services company in World
Ad Campaigns & Digital Product Support
Our work Samples…
Scope
Dashboard
 Set up and maintain display advertising campaigns on the range of Digital Products
 Technical Support for online display ad operations products and other Display Products
HCL Differentiator
 Integrated Capability
 Rich Digital Publishing Experience
 Tools and Platforms
 Dedicated New Media CoE
Client Benefits
 Created a new quality framework for service delivery
 Consolidation of a fragmented vendor ecosystem
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17. Thanks