Upload
omcareers-community
View
8.655
Download
0
Embed Size (px)
DESCRIPTION
The Yatra's Internet Yatra - a Case Study shared by Nikhil Rungta at OMCAR 2009 - The Online Marketing Summit
Citation preview
Yatra’s yatra
Nikhil RungtaGeneral Manager & Head – Marketing, Yatra.com
Yatra Today
• Over 100,000 Page Views per day
• Over 1 million registered users
• Over Rs 1,100 crores Sales
• Over 600 employees
• Over 10 offices in 10 cities
• Voted as the most used website for Travel – Juxt Consult
• Top 100 Start up’s in Asia – Red Herring.
• Best Online travel Agency 08 – Galileo Awards
Flash Back
Market Scenario
• 2006• Makemytrip, Cleartrip, Travelguru had a
headstart • People used Travel sites to look up fares but
booked on airlines sites• Low cost airlines had made people getting used
to booking online• IRCTC was fueling the same too• Skepticism about booking online – security of the
transaction, credit card limits, credibility of the company
Task at hand
• Last to enter the market – how to make a dent • 0 to 60 – in no time• Land grab
Marketing Plan
• Category Strategy: Do print. Print works.
• Our Strategy: Do TV. TV works better. Do Online. Online drives traffic.
Online Marketing Plan
• Search Engine Marketing – to generate transactions Google Adwords
• Display Advertising – to add to the TV activity Yahoo Rediff Sify MoneyControl IBNLive
• Emailers
Benefits of Online
Marketing
Traditional
Online
how many
(reach)
one-way
spray-n-pray
high spillage
who
(targeted)
two-way
aim-n-shoot
low spillage
intuitivedata driven
Learnings
Learnings• Set objectives
Define target audience WHO is more important than HOW MANY
Prioritize markets Metros vs Tier I, II, III North India vs South India South Delhi vs East Delhi
Set Budgets %age of Gross Sales/Net Income (Rule of thumb: 3rd of net
income)
Choose media basis Long Term - Brand building Short Term - Lead generation/Transactions
Learnings
• Set Outcomes Short term
Number of visits to the site Number of calls to the call centre Number of walk-ins to the retail outlet
Long term Market share Mind share Vallet share Word-of-mouth share
• Plan online marketing keeping in mind that the new consumer has Scarcity of time:
Ease of navigation - less clicks/hyperlinks… Connectivity/download problems - less graphics
Scarcity of attention: Short, simple, easy to understand message… Say more in less
Scarcity of Trust: Do not mislead, over promise, hide costs Give what you Show
Understand Consumer Behavior
Net Net
What to expect from online:• High on ROI: Pay for Performance
• Start-Stop at will
• Reach national as well as international markets
• Dynamic customization – change creative real time
• Quick results – need more traffic immediately, SEM is way to go
• Behavioral/Contextual/Geographical targeting
• Data base collection
• Very very measurable
What lies ahead…
Social Media Marketing
• Socialize on the web: Youtube, Flickr, Orkut, Facebook, Linkedin, twitter
• Word of mouth• Targeted• Indefinite shelf life• Time is the only cost• Direct and immediate feedback
Marketing on Mobiles
• WAP sites• SMS 2.0
• Right message at Right place (point of sale)• Location specific (GPS) – highly personalized
advertising• Mobile coupons• Higher conversions
Video Ads
• The new TV (specially on News and entertainment sites)
Advantages• Click to Play• Captive viewing• High Click throughs• Customize - overlays
Happy Clicking.