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There are 5 new posts in "WATBlog.com - Web, Advertising and Technology Blog in India" @IAMAI Digital Marketing: Traffic to Website & Conversions - Getting traffic is easy but conversion is the key!After 1, 2, 3 and 4 panel discussions the last panel discussion at IAMAI Digital Marketing Conference (Bangalore) was on “TRAFFIC TO WEBSITE AND CONVERSIONS”.
The reason was people were searching for her wallpapers and other things (censored ;)) and traffic was coming to their site. When they moved on to buying inventory for aishwarya rai movie dvds though traffic changed but conversion was abysmally low. He concluded: Getting traffic is easy but conversion is the key! Bruno Goveas, Head Marketing & Product Management, Akamai Technologies started by explaining how rich interactive applications are now the norm and key expectation of todays users. He also touched upon the fact that ecommerce is today an important channel vis a vis an also ran one earlier. He gave some statistics on the abandonment threshold for sites that don’t load well:
For website to achieve conversion speed is of utmost importance and the key aspect limiting speed is the infrastructure bottleneck today. He pointed out that the middle mile is the key area of infrastructure bottle neck
He stated that Impressions, Clicks, and Action is an inverted pyramid therefore x impressions will lead to x/1000 clicks and that will lead to x/10000 action. Even the above model isn’t as easy as it looks what makes it complex is many distinct channels, different pricing models and different technologies.
One can do so by following the steps given below: 1) Know whom u want -> segment and microsegment your users
5) Message based on your target segment 6) Showcase his trigger point prominently 7) Address his barriers by fixing his painpoints The panel was followed by a set of interesting QnA Session. Excerpts of which is given below: Q) A lot of people boast about registered user numbers.. But how many of those numbers are engaged users? can digital marketers guarantee engagement oriented marketing which attracts a high value engaged user vis a vis just a click through? A) The panel said they don’t want to talk about it but pointed out by sidestepping the question that rediff now offers measurement on open emails and audits can be done as they use third party server to serve ads and clicks can be measured on top of it. The need for more such steps to determine engaged users on offer are required but no site is willing to open up. One good conversion rates - nobody knows what the benchmark for this is , go by trial and error method Q) Just because Digital can give ROI does it mean that should be the only focus? Aren’t Digital Marketers cutting the pie even smaller by limiting the focus to leads and acquisitions? Where as the medium which is highly interactive can be high impact branding tool? We are all guilty as an ecosystem. Although we may speak about it but when a client comes with an experimentation budget and is thinking along these lines we want to get that client and we follow the old model of ROI and its a typical chicken and egg conundrum. (We would like to thank Deva our guest blogger in bangalore for the coverage) Related PostsAlso check out Our Jobsite: WATJob Our Video Show: WATShow Our Gaming Blog: WATGame Our Consulting: WATConsult BSNL’s Rs. 400 Crore Project Up for Grabs, To Invest Another Rs. 499 Crore in KolkataThe country’s leading state-owned mobile carrier, Bharat Sanchar Nigam Limited (BSNL) has been in the news for quite some time lately. After they were allotted the 3G spectrum, the undertaking has already begun testing their 3G services. Even though the company already offered EVDO services in southern India, official test practices are underway in the city of Pune, where the company is offering free video-call service to a select few customers. According to reports that are coming in, BSNL, the seventh largest telecommunications company in the world is all set to spend some big bucks on upgrading their infrastructure in the country. The firm is all set to go completely paperless and has invited bids for a Rs. 400 crore project. The telecom player is planning to adopt and implement Enterprise Resource Planning (ERP) throughout the country, reports Business Standard. The player is set to choose a bid within the next three months and heavy IT companies such as TCS, Infosys, Satyam and HCL have all bid for the same. Mr. Kuldeep Goyal, Chairman and MD of BSNL, said:
The Rs. 400 crore project will be implemented over the next 18 months once BSNL finalizes the IT firm. While TCS has partnered with Oracle for the project, the other three companies are banking on SAP. As a part of the project, there would be a centralized database for everything, which would help every department to store and retrieve information in real-time, says the report. The city Hyderabad has been chosen to house the main site for data back up, while Kolkata would house the disaster recovery site. Although, this is not the only goodie bag that Kolkata gets. The city has been chosen to receive an investment of Rs. 499 crore from BSNL for enhancement of network. All this is being done to prepare for the big launch of 3G services by the end of the year. 3G services will bring a host of new or better features to the consumers, such as faster internet speeds (upto 300kbps). The benefits of this large investment are not limited to the mobile subscribers only. The telecom player also has plans to invest considerable amounts for the expansion of landline and CDMA technologies and infrastructure. This is an interesting step by the operator, to take the country towards the 3G era. One can now dream of affordable 3G services, compared to those that will be offered by the private players. And with ERP system backing its core, expect some quick or better services from the operator. Related PostsAlso check out Our Jobsite: WATJob Our Video Show: WATShow Our Gaming Blog: WATGame Our Consulting: WATConsult Google To Provide Satellite Internet Access To The "Other 3 Billion" in AfricaGoogle has joined hands with HSBC to provide high-speed Internet access to the people of Africa and other The project aims at providing the backend to the existing cable operators and Internet Service Providers, who can then sell the Internet services to the end users. Speaking at a conference in Germany, South African Finance Minister Trevor Manuel welcomed the move. He said - “The information gap is very real and clearly whatever we can do to close it must be encouraged. Any initiative that can leapfrog over traditional means of getting information to people must be encouraged. Information is power and it supports democracy and it supports decision-making.” The Internet access will be offered through the satellites which orbit in these areas at an altitude lower than the TV satellites. Total project will be costing $ 650 million till the start. Google is trying to make a new market, it seems. Yes, make, I said. More people on the Internet means more people using the Google services. Again, more advertising revenues for Google.
Not that it’s a bad thing. Or is it? Related PostsAlso check out Our Jobsite: WATJob Our Video Show: WATShow Our Gaming Blog: WATGame Our Consulting: WATConsult @IAMAI Digital Marketing: The Blended Search Revolution - A Discussion On Searchability, Local & Vertical SearchAfter 1, 2 and 3 here is the 4th panel discussion which happened at IAMAI Digital Marketing (Bangalore). This session was on “THE BLENDED SEARCH REVOLUTION” The session moderator was the Founder of the Matrix Partner’s backed local search service Asklaila Mr.Shriram Adukoorie.
Over time he said users will figure out whether they would want to go for blended searches or vertical search engine to go. Also as a company people will ask which search engine would they want to be primarily visible on.
He also outlined steps to improve ur searchability:
He also advised on monitoring one’s searchability:
He stated that search engines are valued high because they are content finders in context across mediums and search will always be powered by advertising. The challenge is how to make a search useful and ad friendly. He spoke about how search could penetrate offline mediums TV -> All of TV going digital and gave the example of TiVO. He said ‘What content I am searching for is opportunity to server better ads suited to my taste on tv , Google TV’ Radio -> Time of content delivery and appropriateness can change the game. Internet radio search can it fill a gap here ? Phone-> Can we record conversations, Transcribe it, Index it and interupt my call by playing an ad to both parties and pickup the bill for a few minutes of the call? Also scope to record make dtmf based inputs from the users? OOH-> Cameras on top billboards and change the ads using the videofeed to determine right and relevant ad to the person. He concluded: Future of search is medium and device agnostic also analog digital agnostic pervasive across mediums.
He outlined case studies where google trends was used to promote a particular client and adapt its postioning in blended search. He gave 5 pointers on how to walk the road ahead:
He felt a comprehensive search engine should look at contentbreadth, user experience, relevance and speed all at once. He expressed his thoughts on local search as well and said ‘Local search is primarily used for rating, reviews, driving direction, contact information’ He stated that Google was very serious about search and was making a lot of investments in:
Post the panel there were many interesting questions asked and answers were given by the panel: Q) Does google think one company can dominate search or multiple niche search engines will evolve? A) The big one company will use the content from niche players to provide information to simple users and drive traffic of advanced users to niche engines. (This is what google is doing with local search by tying up with burrp and metromela.) Blended Search -> Search market is 1% of what it is going to be in india and 80% of client not aware of blended search. Blended searchs success is highly dependent on quality of content in local search engine and vertical search engine which is still being built. 95% of consumers make simple search queries and all search engines give same results today. The business is in adapting to the remaining 5% users. Mobile Search -> On the mobile search front The challenge is the real estate available and connectivity pipe limitations. (3G when it arrives can solve the connectivity issues) Sms Search -> On the sms search front spelling is a major problem and quality of results needs to be paramount as user is paying for each sms and so are we to send back the sms. Location bases services feature of telecom networks may hold a key. Voice Search -> Voice bases search -scalabbility is an issue there are times we want to speak to someone there times we dont want to cateri ng to users need is key Q) Vertical Search and Local Search - How long before any of these companies see monetization and scale? Lot of local search is offline today (via yellow pages). 60% of search queries today are local based queries on google and there is no doubt it is going to grow a lot also it is here that adversting is more effective. Real estate sector in india is the first mover in sponsoring local search and they have effective returns. In US 90% of SMEs are using niche search engine advertising as well as any search advertising. In india it is still top corporates who are embracing advertising primarily. So as more SME sector enters advertising on the web the monetization will grow and this is the tipping point although no one knows when but it will come. Also niche search engines are partnering with major search engines ad networks for monetization in US similar trend expected in India. Q) Do you foresee India becoming a outsourcing hub for SEM? What will be the major challenges? Today already low end and mechanical SEM industry is using India as a back office but moving up the value chain is tougher and client trust and credilibity built by company, its relationships will drive this. Challenges also are SEO training education and trained manpower, branding India as a hub and building individual brands that can take care of backlash against outsourcing if any. Next post is the 5th and the last session of IAMAI.. So stay tuned. (We would like to thank Deva our guest blogger in bangalore for the coverage) Related PostsAlso check out Our Jobsite: WATJob Our Video Show: WATShow Our Gaming Blog: WATGame Our Consulting: WATConsult @IAMAI Digital Marketing: How to Fight Web Wariness? - Can a billion Indians get connected digitally?After the first two installments yesterday of the IAMAI Digital Marketing Conference (Bangalore) here is the third panel discussion on "HOW TO FIGHT WEB-WARINESS AND EMERGE AS A WINNER". The moderator for this session was V Ramani, Vice Chairman, Connecturf Worldwide who started the session asking everyone about their experience with different clients and his approach to dealing with them: These were the answers:
Rohini Rewari - Head of Online South Asia - Intel India said that customers today are online which has enabled majority of buying decisions now being made online. She stated the case study of their own 450 partners across south asia which were channel partners for the Intel inside program who were approached to know about online as a medium for leads and the first response was madam we hardly get any leads from online but now 50% of partners are succesful in getting involved in online marketing. She felt the way to fight web wariness of clients is to focus on:
She gave an example of a game via facebook app which was played by 16000 and there were 500 per day talking about it. She stated that online is still treated as bleeding edge and pointed out that the best way to fight web wariness is numbers. She raised the question.. Can a billion Indians get connected digitally?
He said a digital marketer should answer the following questions for a client:
Once a digital marketer can convince the client on these aspects its very likely that the client would not be web wary.
Here were her observations:
Based on that experience he outlined 3 pillars of digital marketing:
He pointed out that Captiva outsells every other car in segment be it Honda CRV or Ford Endevour despite of having no traditional media except two hoardings! GM uses the following tools to engage a digital audience
There was also a healthy discussion at the QnA Session post the panel. Here are excerpts from the QnA Session. Q) According to the recent IAMAI IMRB Report on Banner Ads a sizeable 58% said that they ignore online ads and 47% said that they feel online ads have misleading information? How do you expect the traditional guys not to be Web Wary in such a scenario? Q) Is the digital media in its current state more effective for SME’s? Due to its narrow casting and targetting ability? A) 400-500 big clients are web savvy in india hence its not the size of the company but the person in the company that will be responsible for going in digital. The individuals who handle digital in these companies and their approach is which helps in leveraging all digital channels available. Though one has to admit that it is cheaper for SME’s and a easier medium for them drive mileage. Thats it.. Stay tuned for the 4th and 5th Panels. (We would like to thank Deva our guest blogger in bangalore for the coverage) Related PostsAlso check out Our Jobsite: WATJob Our Video Show: WATShow Our Gaming Blog: WATGame Our Consulting: WATConsult More Recent Articles
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The moderator of this last panel was K Vaitheeswaran, Co founder & Chief Operating Officer, Indiaplaza who started the panel on a humorous note by stating that audience and organizer wariness has set in and then reciting the story of how aishwaraya rai before her marriage to abhishek was instrumental in teaching him about traffic and conversions. He stated that she was the most expensive keyword and buying inventory of her made them lose a lot of money!
Anurag Gupta, Managing Director, DGM India Internet Marketing made the statement ‘Most client typically say give me all the traffic u can get as long as a customer acquistion cost is at x rupees’
Kashyap Vadapalli, Director – Marketing & Operations, eBay India spoke about the Ebay sellers 1.3 million of whom are making a living primarily by selling on ebay. He noted that traffic in india is getting expensive day by day. Which increases the need to attract only relevant traffic.
Shriram Adukoorie, Founder, Asklaila started the panel stating that the entire ecosystem is trying to help users but is also creating a lot of confusion with multiple services targetting the same audience.
Milind Mody, Chief Executive Officer, eBrandz Inc gave some statistics and insights on blended search result clicks:
Vivek Bhargava, Managing Director, Communicate2 spoke about the evolution of search engine and how It is becoming a better mind reading machine day by day. He stated revenue numbers of google which is just $150 million but the market capitalization is $ 100 billion. He pointed out that this valuation is based on finding content and increased scope for advertising as we make content relevant.
Vinod Nambiar, Director of Global Delivery, Position2 pointed out that Current challenges in search are opportunities for marketers and that blended search has made the no.1 spot on results less important.
Narasimha Jayakumar, Business Head – Travel & Local, Google India started by admitting that Google is trying to build one search box for all questions and Making google simple and easy to use is a very hard job.
V Ramani, Vice Chairman, Connecturf Worldwide stated that the low tech client had to be made to commit to his decision to invest in the digital space or else its a minefield out there and getting a commitment upfront is always a good way to deal with clients. 
Tushar Vyas, Chief Marketing Officer, Sure Waves stated the following mantra on how to fight web wariness:
Namrita Sehgal, Senior Manager, Trilogy felt that in the consumer landscape web wariness was increasing.
Gaurav Gupta, Regional Manager Asia Pacific- Retail Operations, General Motors stated that their faith in the digital medium increased after their experience with their brands spark and captiva.
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