When Mahesh Murthy of Pinstorm was speaking at the OMCAR 2009 event, we noticed the talk was getting quite a few positive reviews in the Twitter and FaceBook back-channel from the audience present there.

The talk was about how Integrated Digital Marketing can help businesses in these tough times. We thought it would be a good idea to embed it here for your benefit:

 

This is a summary of his talk there (thanks to the OMShare blog for live blogging it):

Mahesh Murthy started by clarifying that he is not politically aligned and suggested an analysis of the BJP and Congress online campaign. This triggered some muffled laughter among the audience.

He said that analysis showed the composition of the BJP in the age groups of above 60 or 18-20. The composition of Congress was mostly the working class population. The focus of the BJP message was always a strong and decisive government. However, most of the working class population do not see the current government as indecisive and weak.

Mahesh says that he has worked with many media in his life. He says that one media does not necessarily kill another and that one should communicate on all the media platforms where consumers are listening. He then spoke of how the pace of change is increasing among those platforms.

He threw light on the importance of integration of the media channels for advertising by showcasing Coke. According to him, the company has a presence in over 20 countries and it uses different media in all these places. Now, if there were specialised advertising agencies for each media and it would be very difficult for Coke to manage them.

He said that every specialist becomes obsolete. Now however scary, this is a true. Also, the TV became obsolete when internet came along and so on and so forth. So it is important not to hold on to just one medium. He rightly pointed out that though the internet is a ‘niche media’ and not a mass media, it has the users with a purchasing power.

Mahesh also said that before devising a digital marketing strategy one has to answer a few basic questions:

Where are my consumers? How many are on the digital medium and how much time do they spend on the digital medium? What is their behaviour?

He says there are 4 stages of marketing, namely:

Creating awareness 
Generating interest 
Generating desire 
Action

Mahesh also mentioned that it is important to understand how the digital medium fits in any advertising campaign. It is important that a mix of media is used. Here are some insights for digital campaigns, according to him:

For awareness – CPI and not CPM, Contextual, Social, SEO, ORM
For generating interest – CPUV not CPC, Contextual, CPUV display, Mobile, ORM.
On increasing Desire – landing pages, micro sites, CPQL, social, review sites and mobile web.
Action – CPLV/CPA, SMS, Call, Chat,Call centre, Analytics

Mahesh went on to share a very interesting example on how they increased the conversion rate for Yatra. If anybody searched for a Nagpur – Mumbai flight and for every travel site the user is taken to the home page where the user again has to enter the details. For Yatra, they created 15,000 landing pages, a separate landing page for Nagpur – Mumbai, a separate for Mumbai – Nagpur and so on. Their conversion rates went up by 70%.

He gives another example of a bus service, Redbus – it increased sales many folds within 2 years ago. How did they do it – they advertised by integrating two medias – website and phone. He made a very important point by saying:

Focus on the audience and the message and not on the media.

He shared anther quick case study on when Pinstorm had to sell a student travel package for Jet Airlines with some benefits such as 10 kg extra luggage. Pinstorm advertised this package on websites for overseas education. Every time anybody asked a related question online, Pinstorm answered it with the relevant contextual information. Goes without saying that the sales picked up. He also spoke about when Pinstorm needed two interns, they tweeted about it and got 11 applications, without spending any money!