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