Beruflich Dokumente
Kultur Dokumente
Of
Final Research Project
on
Understanding Social Media Campaign Strategy used by
Consumer Goods Companies
Problem Definition: The market today has grown to be a very competitive and to target the
right audience with right strategy is a matter of prime importance. This study is to understand
what are the various strategies used by the companies in social media advertising and the
factors that influence them to take such strategies and are they able to achieve and deliver what
they projected.
About the Industry: The digital revolution in India, driven by the roll out of 4G, reducing data
costs, increasing smart phone penetration and increasing time spent on mobile phones, will
ensure that digital advertising will also grow at a faster clip as against the the traditional media
over the next three years.
According to a report on digital advertising by Dentsu Aegis Network, the Indian digital
advertising industry, currently pegged at around Rs 8,202 crore, is slated to see a growth at
32% CAGR to reach Rs 18,986 crore by 2020.
The report also forecasts that digital media spends, currently contributing 15% of the total
advertising pie, will reach 24% of the entire market by 2020.
Furthermore, the increasing penetration of digital media among the Indian audience is creating
huge opportunities for marketers to reach out to untapped audiences in newer ways, the report
highlights. With the gamut of opportunities to interact with consumer broadening, marketers
are getting innovative with the way they choose to advertise to their audience.
“Digital is no longer a medium, but a way of doing business,” said Ashish Bhasin, CEO-South
Asia at Dentsu Aegis Network. “The digital transformation is affecting every business and
agencies and marketers and whoever doesn’t recognise this will be left behind. Digital is a
behavioural change taking place with the consumers, not just a way of building a brand. This
is a critical difference many don’t understand.”
In its second edition, the report covers digital trends, spends and insights across all sectors.
Among different sectors, the report points out that ecommerce is the biggest spender on digital
media, contributing 19% of all digital spends, followed by FMCG, telecom and BFSI.
Ecommerce and telecom spends on digital are also the highest as a percentage of their overall
ad spends.
Brands, the report said, are slowly shifting their marketing budgets to digital platforms as the
digital medium becomes all pervasive and consumers increase time spent on this medium.
“Even though digital ad platforms have been instrumental in direct sales, so far they do not
match up to traditional media when it comes to brand building. Brand building is largely
happening through mature ad mediums such as TV rather than digital. But marketers are
moving from purely mass-targeting platforms to a mix of traditional and digital platforms,” the
report said. Interestingly, within digital, social media currently takes the lion’s share of ad
spends at 28%, said the report. Search and Display constitute 26% and 21% of the pie,
respectively, while Video has a 19% share.
However, the report predicts that Video is expected to see the highest CAGR of 38% and will
have a share of 22% by 2020. Spends on display are expected to grow at CAGR of 36%, while
social media is expected to grow at 34% CAGR. Search, however, will see a slower growth
rate of 25% with its share in spends reducing from current 26% to 22% by 2020.
When it comes to devices, India is clearly becoming mobile-first internet economy and spends
on mobile are expected to grow at a CAGR of 49% to overtake spends on desktops and reach
a share of 60% by 2020, said the report.
As per TRAI estimates, the Internet population in the country will be close to 740 million by
2020, from the current 430 million (300 million urban, 129 million rural subscribers). And in
the near future, video content along with the engaging mobile experience, voice-based
interactions, transformations in payment mechanisms, etc will drive the growth of digital media
further.
To which the sample/study pertains:
Sources of Literature:
Objectives: “To know the digital promotion used by Consumer Goods Company”
Sub-Objectives:
“To know the social media mix of digital campaigns of companies”
“To know the appeal used in digital campaigns”
“To understand the use of text in digital promotion”
“To know the engagement techniques used by companies”
“Comparing the results of different types of campaigns”
Sampling Plan:
Sampling Unit: Case study content analysis on website Social Samosa.com
Sampling Size: 50
Sampling Technique: Judgement
Contact Method: Website Visit