1. IT’S TIME TO
TRANSFORM
OUR MARKETING.

2. AGENDA.
1. Consumer Behavior Has Changed
2. How We Market Our Products/Services
Needs to Change
3. Proposed Transformation Plan
2

3. 1. Consumer Behavior Has Changed
2. How We Market Our Products/Services
Needs to Change
3. Proposed Transformation Plan
3

4. “
…the Internet has turned what
used to be a controlled, one-way
message into
a real-time dialogue
with millions.
DANIELLE SACKS
THE FUTURE OF ADVERTISING
FAST COMPANY, NOVEMBER 17, 2010
4

5. 5
5
79%
of adult Indians use the Internet.

6. 78%
of Internet users conduct product research online.
6

7. 10.3 Billion searches are conducted
every month on Google
7 SOURCE: COMSCORE, AUGUST 2010

8. Of Indian consumers spend
1/3 three or more hours
online every day.
8

9. Indian Internet users spend
3x more minutes on blogs
& social networks
than on email.
= 1 MINUTE
SOCIAL NETWORKS/BLOGS ONLINE EMAIL PORTALS VIDEOS/MOVIES
GAMES
9 SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010

10. 70%
of
arch users t paid.
the links se ga nic —no
click on are or
10

11. Most
Indians have registered on the National Do Not Call Regsitry
“Do Not Call” list.
11

12. Companies that blog get
55% more
website visitors.
12

13. 57%
of businesses have
acquired a customer
through their
company blog.
13

14. 67%of B2C companies
and 41% of B2B companies
have acquired a customer
through Facebook.
14

15. 42
of
a co
cu m %
st o pa
m nie
er s
t h ha
r o ve
ug a
h cq
Tw ui
itte red
r.
15

16. Inbound marketing costs 62% less
per lead than traditional, outbound marketing.
AVG COST/LEAD: $373
AVG COST/LEAD: $143
OUTBOUND INBOUND
16

17. 1. Consumer Behavior Has Changed
2. How We Market Our
Products/Services Needs to
Change
3. Proposed Transformation Plan
17

18. “
Audiences everywhere are tough.
They don’t have time to be bored
or brow beaten by orthodox,
old-fashioned advertising.
We need to stop interrupting
what people are interested in &
be what people
are interested
in.”
CRAIG DAVIS
CHIEF CREATIVE OFFICER, WORLDWIDE
J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
18

19. Online Marketing

20. [ WEBSITE VIEWS]
20
Source: Google

21. [FIITJEE] MAKING IMPACT TODAY
[Chennai]
[ New Delhi]
[Ajmer]
[Chandigarh]
21 Source: Google

22. [FUTURE TREND] ON INTERNET.
22 Source: Google

23. [FIITJEE] VS. THE COMPETITION.
23

24. The bad news:
We’re way behind.
The good news:
We can transform
& WIN!!!
24

25. 1. Consumer Behavior Has Changed
2. How We Market Our Products/Services
Needs to Change
3. Proposed Transformation Plan
25

26. Today’s approach:
“GET IN THEIR FACE”
when they’re not looking.
Tomorrow’s approach:
“GET FOUND”
when they are looking.
26

27. Google is our new business card.
27

28. • “Interruption”-based
This • Avg response rate: 1-5%
should
be our
new
marketing
mix.
• “Permission”-based
• Avg response rate 20-50%
28

29. 1 Make
stuff
people
want.
START CREATING/PUBLISHING CONTENT
THAT IS HELPFUL & VALUABLE TO OUR
CUSTOMERS:
• FAQS
• HOW-TO’S
• EBOOKS
• VIDEOS
• BLOG!
29

30. • THE MORE WE GIVE,
THE MORE
WE’LL GET
• INCREASE #
2 Be
generous.
OF PAGES
& INBOUND LINKS
• BUILD TRUST,
CREDIBILITY,
& GOOD WILL
30

31. • GET ON PAGE 1!
3
Rock our
keywords.
• DOUBLE TRAFFIC
• CUT SPENDING IN HALF
31

32. 4 Give
great
directions.
• CREATE RELEVANT LANDING PAGES
• CLEAR CALLS TO ACTION
• COMPELLING OFFERS
32

33. 5 Invest
wisely.
“IF IT DON’T MAKE DOLLARS,
IT DON’T MAKE SENSE.”
33

34. 6 MONTH GOALS:
• To generate qualified leads to drive student
enrolment.
• To target individual states with different messages.
• To effectively measure performance To improve the
website’s functionality and performance.
• Better brand visibility / Brand Creation
34

35. PROPOSED BUDGET:
• Rs. 56,00,000 / year
• Additional funds based on performance

36. Thank You
Let Us Meet
Today

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