GM’s Approach to Digital Media
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GM’s Approach to Digital Media
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GM’s Approach to Digital Media. The way we look at Digital. An integral part of our media mix Create Richer Brand Experience Platform to engage with our target audience Generate Qualified Leads. Our Strategy. Defining measurable objectives for each campaign. - PowerPoint PPT Presentation
Transcript of GM’s Approach to Digital Media
GM’s Approach to Digital Media
The way we look at Digital
• An integral part of our media mix• Create Richer Brand Experience • Platform to engage with our target audience• Generate Qualified Leads
Our Strategy
• Defining measurable objectives for each campaign.
• Segmenting Digital Media as per objectives.• Focused Approach for each segment. • Continuous measuring & optimization towards
achieving the objectives.
Segmenting Digital Mediaas per objectives
Horizontals
Verticals
AutomobileVerticals
Search & Networks
Mobile
Reach Experience
ReachContext
Perception & Leads
Context& Leads
ExperienceLeads
Segments Objectives
Horizontals
Verticals
AutomobileVerticals
Search & Networks
Mobile
Reach Experience
ReachContext
Perception & Leads
Context& Leads
ExperienceLeads
Segments ObjectivesApproach
- Home Pages with high Share of Voice - Rich Media Banners- Video Banners
- Contextual Banners as per vertical- Choose Verticals as per Genres to be targeted- Standard Banners & Fixed Spots
- Advertorials - Branded Properties ( EMI Calculators etc. )- Test Drive Requests
- Counter Competition- Lead Generation - Content Sensing
- Content Syndication- Lead Generation
Campaign ShowcaseGM Optra Magnum Diesel
( Product Launch )
The starting point An Experiential Product Destination
Defining the Objectives for Brand Launch
ReachVisibility & Experience
AwarenessPerception Change
LeadsTest Drives
Branching out the digital objectives from broader Marketing Objectives
ReachVisibility & Experience
AwarenessPerception Change
LeadsTest Drives
30 %60 %
10 %
Defining Budget Allocation for each objective
Defining the Objectives for Brand Launch
Segmenting Media as per objectives
• Reach: Visibility & Experience– Home Page Over The Page Ads on Horizontals– Extended Reach: Site Targeting on Google Ad Sense
• Awareness: Perception Change– Fixed Spot on Auto Verticals highlighting “The Low Cost of
ownership” : Meshing up like content– Advertorials : Reviews & Coverage
• Leads: Test Drives– Search Engine Marketing– Network Approach– Form Based Banners & Direct Mailers
Over The Page Banners
Few Examples
Awareness: Perception Change
Few Examples
Test Drives : Lead Generation
Few Examples
Test Drives : Lead Generation
Search
Campaign Result Funnel
Impressions Click Throughs Test Drives Closures
~ 4 Million ~ 110 K ~ 6 K
What works well for us
• Run Specific Creative as per the objective & media
• Strong Call to Action connecting well with the landing page and the objective
• Informative Advertising in the form of Advertorials
• Comprehensive Search Buckets
