DATA driven Targeting – Strengthening Display to become more effective alternate to search

DATA Driven Targeting is the latest buzz in the APAC Digital Media Ecosystem and is being positioned as Display Advertising 2.0, clearly adding armour to display banner advertising channel long going battle against search for share of budget.

I have attached a presentation done as part of workshop@IAMAI Marketing Conclave in Mumbai which talks about how DATA Targeting Adverttising in India is making Display advertising in India relevant and how should Marketer decide for their brand is Data targeting or Re-targeting right for their e-commerce front or brand advertising.

We at Tyroo Direct with v-target are trying to be a stronger alternative to Google re-marketing with following USP’s
– Dynamic Banner to bring catalog to your customer
– Built in Optimization for Higher Cart Value instead of CPA driven optimization
– Brand Safe Media Placements
Hope the presentation added will answer few questions

E-Commerce 2.0 – Deal Sites in India and their Future

Over last 2 years one has seen lot of Deal sites come up and be at forefront of the new E-Commerce revolution, to name a few,, India venture),mydala, taggle, koovs, bindaasbargain, dealivore among many others.

Many have raised the question on the business model of the deal sites questioning the need for a crowd sourcing/group buying models ability to gather scale in Indian market scenario. From Indian E-commerce successful measurement metrics of doing 1000 transaction/day being a yardstick for a model to survive one sees atleast top 3-4 players already achieving the scale and going strong, though in how much time will they achieve 10,000 transactions per day to become a success is to be seen.  These models requires going hyper-local which means if you are in Delhi, you just dont need deals from South Delhi but actually go upto the level of providing deals in New Friends Colony. While having set that this space will have 2 different models of operations which will emerge out keeping in mind India scenario very similar to OTA space where we will have deal sites similar to model (One of my fav Indian E-commerce company) of the world focusing on end to end customer acquisition,servicing and value realization and other will be like Via focusing on being a platform b2b play, both the business models have their own merits and demerits with MMT model shown its worth will wait for Via model to prove its exit value.

While deal sites focus on going hyper local and expanding market beyond the traditional digital advertisers enabling SME’s to use power of Internet to scale customers we have seen lot of new E-commerce players coming in and building businesses using marketing reach of Deal sites.  Which brings us to the next part of the story on how Deal sites are going importance in the overall digital value chain by owning 3 important pieces required to build relevant e-commerce model in india

– E-commerce ready Audience

– Customer service

– Trust

1 out of 5 deals on deal sites being pushed are voucher codes for other e-commerce companies ranging from Letsbuy, HP snpafish to like niche players which shows how Deal sites are becoming an important quadrant in digital media planning and focus need to think e-commerce acquisition strategies around it.  Which proves that deal sites model shouldnt be considered a pure-play e-commerce but one with high media valuation.

In US and UK Voucher code strategies have been core for growth of e-commerce with large media houses running coupon code sites and meta search engines. One believes deal sites can play an important role by becoming a voucher code platform in parallel to deal a day concept which will help them in following ways

i) Generate content which will help improve SEO traffic

ii) Impact Organic traffic with people not satisfied with deal pipeline today still remain regular visitor and this acts like a strong retention strategy.

iii) Deploy parallel media revenue which goes straight to bottom-line and helps improve revenue in capital intensive business.

The deal sites will become central to e-commerce ecosystem as ebay was 3 years ago from where most of the current wave of e-commerce companies validated their business models by setting up ebay stores.  Deal sites are here to stay and there is enough room in market for multiple players.

Youtube – your next search destination

For long google has been dissed for its investment made in Youtube and how it was unwise to invest in the video platform with low monetization potential.

Over last couple of months have started seeing increasing usage of youtube among peer to check reviews for things ranging from cars, white goods, holiday destinations to movie reviews as preferred way of discovering information. This means its important for consumer facing brands to have a strong online video strategy which focuses on creating online video content for users to consume similar to whats happening on Television.

In recent past my searches have brought me closer to selecting Skoda Yeti as potential car to wait for instead of Honda Civic or looking to buy a new laptop which lead me to this hilarious video which actually proves point on how light weight their thinkpad laptops are. (Video)me.

What aspect of online video content generation should brands focus on

i) Generating Editorial content on laptop – nothing to see other people talking about their experience with product

ii) 1 minute video which are either information driven or entertainment driven which embeds a brand product line feature as whenever someone will talk about owning light weight laptop i am sure to point to this video seen.

iii) Why not like a music artist own a channel and keep creating content and keep engaging user.

When we look at positioning its also important there should be connecting videos which doesn’t require user to leave the youtube platform and keep consuming more brand mantra.

If anyone has a better case study of something being done in US or elsewhere would like to dissect it further from RoI point of you.

M-Commerce India – The Future & Challenges faced!!

For last couple of days have been doing lot of research on M-Commerce Models in India and lot of people have come to my rescue in making me understand perils imposed by government regulations restricting growth of e-commerce in india through mobile medium.

Best to my understanding all the existing M-Commerce model been adopted by players like M-Check, Obopay, Paymate etc require user to map a banking instrument like credit card, debit card, bank account etc to their mobile phone account and via an application installed on phone or through the provider concentrate on making payment instrument mobile enabled.

Although its a big leap from security point of you enabling people to start paying via the mobile phone WAP,SMS medium for various merchant services available though still such services have not reached a critical stage due to lot of factors like non-tie up with all the banks or people still not comfortable sharing credit/debit card account information etc.

Trying to understand with such stringent norms coming through TRAI guidelines making its mandatory to identify customers which are as stringent as required to open an saving account and get a debit card, it made me wonder telecom companies with their access and reach are in the best for forward integration into becoming a bank then other way around. If today i using my mobile phone account could start paying at merchants like credit cards or using pre-paid cards start buying stuff like vegetables etc, my bank usage for daily transaction would reduce significantly.

I am sure it may make you think why are people at telecom companies doing same though biggest barrier understood from various experts is the TRAI license fees calculation system which is approx 6% of annual gross revenue. So until unless you register as VAS provider with operator and clearly revenue parted is shown in books it will be still counted as net reciept revenue making the commerce business unviable as merchants wont be ready to pay for transactions around 7-8% where banks are charging between 2-4%.

Compliance to RBI banking norms is much simpler task for such telecom companies for handling banking, fraud transactions but the biggest barrier imposed by TRAI in terms of license fees need to be cleared.

The way around for now is to build MVAS application which can be charged to user account on service or tangible asset delivered for consumption on mobile device then its workable.  The TRAI Guideline paper(linked) actually doesn’t restrict telecom companies to use their platform to accept payments as when you clearly read 2.1.3(iv) it clearly states in case of M-commerce one needs to adhere to RBI guidelines where ever necessary and if you goto RBI guidelines(linked) it states clearly that these guidelines are for “BANKS” for dealing with customers via mobile as a medium, this still doesnt govern the telecom companies.

I  am talking to lot of telecom’s to get their views on same and will do a follow up post if see some success.

Health Startup Opportunity in Indian Market

For last couple of days had been trying to demystify the health space in India and found out most of the startups rising are targeting the B2C space where doctors are the businesses and connecting them with consumers. Though the space tend to be bigger but if you try to work out revenue per user and scale required to breakeven without the right money muscle power it makes it difficult to pull of the same.

Although a niche space not being explored and which can be scaled easily to other markets and have higher adoption by the doctors is to create a Doctors startup kit for independent practitioners which is primarily a vehicle for pharma and other medical device companies to reach out to smaller practitioners. The kit can take either of 2 directions

i)  Medical Journal Route where one discuss new happening,drug discovery and tries to push such information on regular basis, host webinars and conferences for doctors and takes care of sending free medical samples, garner feedback for medical companies etc. Help bring down cost of marketing for Pharma companies. The model is different from which again concentrates on just the research information part but not concentrate on the business model for organizing free medical supplies and feedback loop from practitioners to Rx companies.

ii) Online Clinic Management Tools for doctors which help doctor use power of internet,mobile to manage patients their history etc free of cost again sponsored by Rx companies where access to patient data to pharma companies and doctors schedule help them push relevant diagnosis and suggestions of their products. is another startup based out of US which has taken similar B2B route in the overcrowded B2C market and has great potential for growth if it clearly keep launching services which will enable doctor to keep moving more of his offline MIS online for more convienence.

Is Internet Changing our History

Sorry had been out to singapore for the last edition of AD:tech and didnt get time to write any new post, it was interesting to meet lot of  people from the APAC region which mad me realize the kind of work we do in India is of supreme quality and digital advertising industry in India is most evolved and trend setter.

Important technology or point of reference used by a lot was either Wiki or Youtube. Youtube is a phenomenon which is gaining traction around the world with broadband infrastructure improving day by day its share of viewing minutes per user is increasing.

Wikipedia on the hand has went ahead and changed the business models of encyclopedia’s and initiated a user-collaboration model which has helped create content on non documented things which has existed in various other forms now available at one single point. Although the concept is really good the only problem being faced with increasing content on Wikipedia and use of it as a reference point by people in academics is ability for people to change history without adding facts.  For instance if i want i can go ahead and create parallel history of Greater Kailash in Delhi and if marketplace dynamics don’t come into affect with other people bothered about policing my content and verifying the same, some day after couple of months my version of story will be start to be used as reference point and soon be the official history of Greater Kailash as repeated by everyone.

For over 10 years working in the Internet Industry have seen lot of technological evolution which helps us to use internet as tool of documenting or archiving our actions which do tend to become history. let it be social networking platform like facebook or a blog which documents people lives or tweeter post on iran covering the protest news.  But media driven documentation of history is very dangerous and need for a recognized authority to validate such information has become necessity. Did hear from people that couple of universities in US and have taken project initatives which will look into developing standards which would create process and feedback system for validated addition of content and decide what becomes history for us.

Its important we all take this matter seriously as Media has the power to doctor and change our view about things and now with everything documented and easily accessiable on internet it becomes more important we look into bringing some regulation to this not from perspective to regulate internet or people freedom to express but from view point of preserving the factual truth.

Top 10 Business News Portals India

Lot of news sites exist in India but there are very few which concetrate on business news although all claim to be receiving relevant audiences.

These are the few which are my personal favourite and strong in terms of content and audience access

1. Livemint – Official website of Business newspaper in collabration between Wall Street Journal and HT in India. Their differential content from the newspaper does tend to attract the offline audience to their online pressence. A perfect example on how newspaper can always remain engaged with its audience and find ways to increase yield.

2. Economic Times– Online presence for India’s Leading Business and Finance News portal which is more of replicating point of information for all news covered in print.

3. – Really like the editorial quality and due to its inaccessiabilty on newstand makes it daily read for me

4. Business Today – One of the oldest business magazine in india from India Today Group. Covers quality content from the magazine and new effort being taken on adding web exclusive content is good.

5. Domain-b – Online Business magazine with no affilation to any print/TV or other forms of media. This shows in their effort to showcase information and act like a business infomediary then just a news coverage portal.

6. Business-Standard – One of the few Business News sites still investing in product innovations to help print readers have incentive for coming online.

7. The Hindu Business Line – Widely read newspaper from south, good quality coverage on industry development happening in southern indian states.

8. Outlook Business – Another print magazine which just went through revamp of web pressence. Just recently started following the content but higher coverage on government economic policies.

9. – Better of the 3 business magazines portal covered in the list with growing relevant content and page views on comscore its a must ready for all business information seekers. The site has been modelled a  lot on business week online presence which is good from content coverage point of you for readers.

10. – Could have covered this in Finance Portals but didnt feel the site made the mark. Hence adding it part of Business news portals.

These sites are in no ranking order

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October 2016
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