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This is a short presentation outlining the relevance of the online medium given the different contexts of your customer's existence.
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A peek into your customer’s life
Why Online Marketing?
Copyright© XIOS Media Solutions (P) Ltd
Copyright© XIOS Media Solutions (P) Ltd
The four contexts of your customer’s existence
Home
Travelling
At Work
Recreation
Copyright© XIOS Media Solutions (P) Ltd
When at home…
Home
Travelling
At Work
Leisure/Recreation/Holiday
Watches TV, Reads magazines/newspapers, listens to radio, Surfs the internet,
mobile is also not far from access
Availability formedia consumptionTime/Week: 15 hrs
Active Media:
TV, RadioPrint
Internet,Mobile
Home Media
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When travelling…
Home
Travelling
At Work
Availability formedia consumptionTime/Week: 10 hrs
Active Media:
Outdoor,Print,Radio,
Internet,Mobile
Travel Media
Reads magazines/ newspapers, listens to radio, plays with the cell-phone, peeks at hoardings occasionally
Leisure/Recreation/Holiday
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When at work…
At Work
Availability formedia consumptionTime/Week: 45 hrs
Active Media:
Internet,Mobile
Work Media
Hooked to the internet, checks
mails, sends mails, uses internet for
work/personal info requirements,
occasionally pops into a newspaper etc of-course the mobile
remains with him throughout
Home
Leisure/Recreation/Holiday
Travelling
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When out…
Leisure/Recreation/Holiday
Availability formedia consumptionTime/Week: 5 hrs
Active Media:Mobile,Outdoor
Leisure Media
Carries his mobile, looks
through hoardings etc
Home
Travelling
At Work
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Media Consumption, into perspective
Home
Travelling
At Work
Leisure/Recreation/Holiday
Time/Media (hrs/week)
Moral!
Your customer is spending most of his quality time online
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What does your customer do online?
• Expresses and attempts to find a solution to the following needs:– Getting information– Interaction– Communication– Buying a product– Getting entertained
Getting informationTransacting/
Buying
Gettingentertained
Interacting
Communicating
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What does your customer do online?
• How?– By visiting different
websites which collectively attempt to provide a solution to his need
• How does he visit these websites?– Directly or through
search engines (80% use the search engine)
Websites
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SearchEngines
What could you do about it ?
• Internet properties (websites, portals, blogs etc) allow you opportunities as an advertiser to interact with their visitors – There are millions of websites,
multiple ways of ways of leveraging them
– Every combination of website and approach to leverage it has economics and relevance of its own
• Search engines (Google etc) allow you to reach out to your prospects based on the “searches” that happen through them– There are millions of searches that
happen daily, and there are multiple ways of utilizing each, economics of which are unique for every search
Direct
Display
Data sharingNewslette
r
Content creatio
n
Search
Engine
Searches
Network Ads
Google Adsens
e
Organic
Output
Contextual communicati
on
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Internet Opportunities
For e.g.
Example 1• If you are a person who wants
to sell a hotel room in Panchgini, you would be interested in a person who is searching for “Good Hotel rooms in Panchgini”, or a person who is navigating the Best places to see in India/ Panchgini link (page) on a popular tourism website
Example 2• A person who is searching for
“Weather in Shanghai in December” on Google has a very high probability of travelling to Shanghai, and therefore is indirectly expressing a need for travel insurance. You would definitely be interested in this if you are company which sells travel insurance!
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Why Online ?
• ReachYour customers are online
• CustomizabilityTalk to only to those who want to listen to you, about things they want to listen, in the way they want to listen
• Very little wastage of communication, Response drivenCustomizability + easy response mechanism
• It’s Live, interactive!The customer has the option to respond to or reject your communication in real time
• MeasurabilitySee who is responding and who is not, therefore take corrective action
It’s the best way to reach out,communicate, interact, sell to your customers.
Its ROI.
Copyright© XIOS Media Solutions (P) Ltd
Copyright© XIOS Media Solutions (P) Ltd
Closing note• People are continuously expressing their
conscious/subconscious needs either directly or indirectly through the internet
• Some of these expressions are important to you
• Internet not only aggregates these expressions, but also provides you with a mechanism to respond to them
Thanks for your time
Dhaval Thanki Founder, Director
XIOS Media Solutions (P) Ltdwww.xios.co.indhaval@xios.co.in
XIOS is an Online Media Solutions Company
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