Understanding Digital Marketing and Getting it Right

 Understanding Digital Marketing and Getting it Right Digital Media is taking the world by storm ROI generated in a Web/TV By 2017 campaign launched by Havas Media for a food sector client digital advertising is estimated to be worth $170 Billion 170 Vs 100 This represents 70% increase from current levels Web campaign TV campaign Adoption of Digital Media is still in early stages 70% of campaigns carried out in 2011-2012 by Havas Media invested < 10% of their budget in digital media Digital Complements Traditional Media Reinforces Targets Better communication In campaigns where, Expands Reach For the AB+ population, 62% Vs 100% budget Vs 20% budget Coverage of the campaign increases by 5 percentage points Offline advertisement drives online search for 62% of smartphone owners ROI higher by 20% Factors impacting digital’s proportion in media mix DIGITAL’S PROPORTION IN MEDIA MIX Target audience profile Saturation point in traditional media Required Impact -short/long term Cost per impression Campaign budget Reach of digital media How to Get Digital Marketing Right? 1 3 4 Focus on content and channel Identify saturation point in traditional advertising 2 Use digital in campaigns where traditional media hits saturation point Determine the correct allocation of digital in media mix 5 Measure ROI with enhanced conversion models Reach out: Interested in reading the full report? Head to http://www.capgemini-consulting.com/role-of-digital-in-media-mix.