Kotak Life Insurance Digital Marketing Presentation by Quasar, 05 th June 08 Team Quasar | Kotak
Team Quasar | Kotak
India’s largest digital media services company A WPP DIGITAL COMPANY Team Quasar | Kotak
AGENCY 2. 0 Team Quasar | Kotak
(Online agency on Record) Team Quasar | Kotak (Online agency on Record)
The. com(munication) guys ! Team Quasar | Kotak
What can Quasar Offer? Digital communication planning Response Branding • CRM • Direct marketing • Online planning and buying • Email marketing & deployment • Ad unit creation • Search marketing • Broadband video • Affiliate marketing • Digital experiential • Online Reputation Management • Mobile • Web PR / Blog Monitoring • Emerging media Data services and hosting Team Quasar | Kotak Content and applications • Website design & development • Content creation, sourcing and adaptation • Information architecture • Content management • e. Commerce • Application development • Games
The DIGITAL SURROUND 360° Experience in handling Interactive Marketing across Categories Team Quasar | Kotak
Kotak Safe Investment Plan Online Marketing Deployment Team Quasar | Kotak
ONLINE MARKETING CYCLE Landing Page/ Microsite LMS Destination Back End Target Audience Media Analysis Access Team Quasar | Kotak Calling
Target Audience Focus on 5 cities Pan India - Delhi /NCR Mumbai Bangalore Kolkata Ahmedabad Methodology : IP Based Targeting, Profile Based Targeting Expected Error Rate : 20 % Team Quasar | Kotak
Who are we talking to? Target Audience Age group 35 -55 Sec A – B 1 Investors in mutual funds Stock market conscious The Programs & Media we create should appeal to these traits Team Quasar | Kotak
Professionals + Decision makers Who are they? - Invests in mutual funds and other market linked investment options - Wants to invest in a high return investment product but does not want to lose his money What do they want? – Better investment options – Guaranteed better returns along with insurance – Protect investments during market uncertainties Consumers have Choice Team Quasar | Kotak
More is Good Team Quasar | Kotak
Recall of caption & correct association with the company- all Message Q 307 % of people recalling the caption Correct association – amongst those recalling caption Sar Utha Ke Jiyo (HDFCSL) 37 21 Suraksha. . Zindagi ke har kadam par (ICICI Pru) 1 7 Zindagi se ek Kadam aage (Kotak) 35 9 Jeene Ki Azaadi (Kotak) 30 0 Kal par control (Aviva) 22 13 Your partner for life (MNYL) 26 2 We know India better (LIC) 19 26 Have you met life today (Met. Life) 17 62 Respect yourself (HDFCSL) 19 22 Your dreams our commitment (Birla) 15 2 Get the Lion's protection (ING) 18 26 Think investment Think. . 13 14 A new look at life (Tata AIG) 17 0 For all your life insurance needs (Bajaj) 12 1 With you. . every step of the way (Met. Life) 10 62 For the Planned and Unplanned (Met. Life) 7 6 Jeetey Raho ( Added from Mid June) 39 36 Mera Farz ( Added from Mid June) 9 7 Always up never down (Reliance) 6 44 Base Q 307: 5884 Nielson. Life Insured Brand Health Monitor Q 307 Team Quasar | Kotak
Competition is Strong Team Quasar | Kotak
Low Hanging Fruits Conversion Bucket Surfing - Other Things Surfing for Financial Information Generic Vertical / Profile Surfing for Investment Surfing for Insurance Product Team Quasar | Kotak Search , Content Sensing & Behavioral Targeting
Media Mix Conversion Bucket Surfing - Other Things Surfing for Financial Information Generic Vertical / Profile Media Mix Buy Type 34% CPL 0% Surfing for Investment Surfing for Insurance Product Team Quasar | Kotak Search , Content Sensing & Behavioral Targeting 66% CPC
Our Approach to Search Brand / Broad Category Product Names Terms or Terms Pricing Terms RESEARCH / ENGAGEMENT CONSIDERATION COMPARISON PURCHASE Relative Frequency Of Use High Source: Millward Brown Study Conducted for Google, May 2005 Team Quasar | Kotak Medium Low Reviews / Articles
New Insurance Products Investment Options Aviva Pension Fund Best Insurance Product Max New York Life Stock Market Insurance Kotak Insurance Share Trading anti spyware solution Mutual Funds Investment Best Investment Schemes ICICI Prudential HDFC Standard Life Broad / Awareness Investigation / Comparison Lead Generation Page - Investment Lead Generation Page - Insurance Kotak Investment Kotak Life Insurance Purchase / Buy Query Form Information + Form Registration Sales Team Quasar | Kotak Q
Landing Page/ Microsite (Home Page ) Destination Query Form Lead Generation Form “Buying” Brand & Insurance Keywords Team Quasar | Kotak “Selling” Competition & Category
Media Overview Objective Lead generation 100% Team Quasar | Kotak Evaluation Leads & e. CPL
Lead generation Media Mapping Search Networks Intenders Team Quasar | Kotak
Network and Search Team Quasar | Kotak
• Media Plan Value : INR 7, 73, 750 • Clicks: 40, 000 clicks* (From search) • Leads (Fixed) : 2000* (CPL based deals), Estimated From Search : 2600 = 4600 • CPC: INR 12. 84* (Fairly low for a insurance product) • Visibility: 1 month • Creative Cost Includes the Cost of LMS, Hosting (1 month ) Team Quasar | Kotak * All best estimated figures
Campaign Roll Out 1 Month Week 0 Week 1 Week 2 Week 3 8 Months Week 4 Paid Search & Network Marketing Campaign Breaking Team Quasar | Kotak Campaign Closure & Analysis Sustenance Paid Search
Publisher and Property wise Rationale Team Quasar | Kotak
Tyroo Publisher: Tyroo Property: Banners Location: RON Recommendation Rationale: • India’s first self serving digital ad network • Very effective in targeting professionals and business owners. • Tyroo has a good number of relevant content driven sites used by our TG. • Cost Per Lead Buy Team Quasar | Kotak
Komli Publisher: Komli Property: Banners Location: RON Recommendation Rationale: • One of India’s largest digital ad network • Very effective in targeting young well networked professionals through social networking. . • Komli has a good number of relevant content driven sites used by our TG. • Has delivered good results in the past for Sharekhan & Makemytrip. com • Cost Per Lead Buy Team Quasar | Kotak
Google Publisher: Google Property: Text ads Location: Search page Recommendation Rationale: • Google is the most popular search engine in India with over a billion searches happening every day. • Immense Targeting opportunity through text ads as well as Image Ads • Closest media vehicle to reach out consumers closest to the closure of “purchase cycle” • Has always achieved great results. Team Quasar | Kotak
Yahoo Publisher: Yahoo Property: Text ads Location: Search page Recommendation Rationale: • Yahoo is the second best search engine in India with quite focused audience. • Immense Targeting opportunity through text ads as well as Image Ads by the latest campaign management system “panama” • Features that attract audience: Advanced search on any category • Has always achieved great ROI. Team Quasar | Kotak
Thank you Team Quasar | Kotak
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