Effective planning an online advertising campaign

4/3/2014 Confidential 1

Effective Planning an Online

Advertising Campaign

case study : Bjp Namo campaign

Prepared by: Parikshit Hore

Introduction

In this thesis I will concentrate on analyzing an online campaign of BJP

for promoting Naredra Modi as an PM from mission 272 .This

campaign name is Namo . The campaign is launched in the Gadhi

Nager region as a part of a larger advertising campaign and is visible in

all India during Gujarat election in 2013.The focus for this thesis is to

identify key stages in planning and executing by analyzing this

particular online campaign. My intention is to establish how the

research and Statistic conducted for the campaign impacted the

planning and execution process that in the end lead to the online

campaign. With the help of the marketing and advertisement theory

and my qualitative studies, I hope to identify if there is an established

process for online campaign planning and execution on a high level.

At the same time this study will serve as a presentation of the online

campaign assets and as a handbook for planning and executing a

substantial online campaign.


summarize

In the first part of the thesis I will introduce the case. This section

will explain the purpose and aim of the study in addition I will describe the research method that enables me to determine,

how this campaign actually is planned and executed.

In the second chapter I will give a brief introduction to the history

of online advertisement. In the introduction I will give a

description of the current situation of the India online behavior.

In the theory part I will present the online marketing and

advertisement theory necessary to explain the different stages of

the planning process.

After establishing the theory I can analyze the BJP promoting

Naredra Modi as PM candidate from mission 272 as a case

study using a qualitative research method.



Aim and outcome

Purpose of this presentation

Objective:

In this thesis I will try to determine the key stages in

planning and execution that were taken in order to lunch

this online campaign .Through the established online

marketing planning theory I want to observe if these

theories are fulfilled in the online campaign for BJP.

Outcome:

• For media and marketing students this study can function as a

handbook for understanding the campaign planning process. For

the BJP marketing professionals this case study will showcase

the creative, strategic and planning work campaign like this

requires. For the professionals that worked with this campaign

this study can function as reference material when planning for

future online campaigns.


Agenda

The campaign is launched across the India , however to keep a

clear focus I will give attention to specifically on the Indian campaign planning and execution process to build my case

study

The scope of this thesis will however only involve the digital

implementations and the online advertising campaign planning

process.

In this thesis I will showcase different parts of the campaign

landing page that is visible on the India Narendr Modi Party web

site & BJP website, including examples of bought and earned

media implementations.

I will also try to describe the customer journey for the online

campaign site.


Research method

• Method

– For this thesis my primary research method is qualitative research.

The qualitative method is traditional used as a framework for social

sciences and market research. Qualitative methods are often

combined with case study research.

– The case study method is used to study social phenomenon through

an individual case .The case can be studied from any part of the

social life. This method allows me to gather and organize all relevant

data in terms of the case. The advantage of this method in particular

for my thesis is that it allows an intensive analysis of specific details

that is not necessarily possible with other research methods. As my

thesis is a study of planning and execution of an online campaign it

can be seen as a typical case of its type. This allows generalizations

to be made that can be applied to other cases of the same type.

(Kumar 1999:99)

BACKGROUND TO ONLINE

ADVERTISMENT • The expansion of Internet for popular use is considered to have started in the mid

90’s. This is when the realization of the potential for online advertisement is first discovered, as website owners and online media representative companies started selling advertising space to marketers. (Wikipedia)

• The first Party to come out with an early online advertising campaign is called Prodigy, which delivered an online service site including news, weather, stocks, travel, games and a variety of other features. They promoted Sears candidates on their website already in the late 1980’s. (Wikipedia)

• However Hotwired.com, first commercial web-magazine, is the first website to sell banner ads in larger quantities to a wide range of commercial actors that sped up the future of online advertising as a lucrative business model. More importantly hotwired coined the term “banner ad” and is the first to provide hard facts of clicks and troughs to marketers, giving birth to the most important web analytics tools. (Wikipedia 2011)

• The drastic growth of internet usage accompanied by heavy investments in the industry online advertising has globally become the fastest growing medium of the decade, passing radio-, TV- and print media advertising (Ciaramita et al. 2008).


The Indian online behavior

• The total online advertising market in India, comprising search, display, mobile, social media, email and video advertising is valued at INR 1,750 Corers in FY 2011-12 and has grown to INR 2,260 Corers in year FY2012-13. It is projected that by FY2013-2014, the size of the online advertising market in India will be INR 2,938 Corers. On an average, the online ad market have been growing at 40% year-on-year basis from FY 2010-2011 to FY 2013-2014.The graph below showcases the growth trend in the online advertising market in India. During the past years there has been steady growth in online advertising investments, as traditional mediums like television- and newspaper advertisement investments have gone through a drastic decline within the recent years.

• Over 85 percent of the Indian population had daily Internet access in the year 2010. The most active Internet users are found in the age groups 16-20 and 20-24. In the

age groups 34 and older there is a notable change in the activity rate. When 44 percentage of the younger categories can be counted as active users, the figure for the older groups is about half of that. The top three most important activities for the Indian Internet population is e-mailing, social networking, and administrative/work related tasks. The news, sports and weather sites are creating the highest frequency counted in visits in the Indian digital landscape. (TNS Digital Life 2010)


Indian advaniting market growth


ONLINE MARKETING

• The traditional media (television and print) is based on a one-

way communication, the simple model of sender and receiver. In his monograph Adam Arvidsson (2006) states, previously to the

era of Internet companies communicated their advertising

messages directly to voters that just passively took it in. These

theories do not apply when talking about Internet as a marketing

channel, in this age of social media even less. Internet advertisement communication is highly dependent on the voter

preference. According to Arvidsson Internet as an environment

is best utilized by empowering and involving the voter.

Interactivity and interaction are important tools when creating a

voter friendly website and pursuing revisits. Arvidsson summarizes that the Internet is not simply about transactions;

the important thing is maintaining a dialogue with the voter. The

quality of that dialogue is usually rewarded in voter engagement.

(Arvidsson 2006:101)

•



In pie chart depicts the percentage share of online ad spends across the

various ad avenues. Following the previous year’s trend, search and display

advertising continue form a large portion of the overall pie in FY 2011-2012.

Their percentage share has however declined somewhat in FY 2012-2013,

owing to the rise in the mobile, social media and video advertising.

Arvidsson summarizes that the Internet is not simply about transactions; the

important thing is maintaining a dialogue with the voter. The quality of that

dialogue is usually rewarded in voter engagement. (Arvidsson 2006:101)

Internet usage - by age


14% 11% 16% 16%

21%

16%

17% 22%

65% 73%

66% 61%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

16-24 25 - 34 35 - 44 45 or over

More than once a day

Once a day

At least once a week

Less often

The Internet is enhancing


Types of website visited


Types of website visited


online influence for people in

their choices & attitudes


April 3, 2014 Confidential 17

Including the public in marketing

When starting a marketing dialogue between a Party and a voter, it is

important to be aware of what is been said about the Party and more

specifically what the tone of voice are for those discussions. A good way

to gain understanding on how a Party and its candidates are perceived

by voters is to follow discussion forums online. In BJP case even though

it has lots of different party & it’s candidates of different target groups, every single candidate get commented on countless times on the

Internet every day. Through Technocrat, tens of blogs can be found that

are specifically discussing different Nokia phone models. These blogs

are linked to thousands of blogs and rss-feeds. Blogs and discussion

forums can be used as a focused marketing study. Similarly to

conducting a research by using a normal focus group study, valuable

information about consumption habits can be collected from blogs. If a

Party actively listens to important blogs and communities on the Internet,

they can use it to impact the marketing but also gain direct feedback on

product or customer service. (Salmenkivi, Nyman 2007:232-233)

Eg.:- co cola, Red bull, Mr. Barack Obama etc.

Banners

• In his book du Pleiss (2005) states that Internet advertisement combines the benefits of the traditional mediums. The benefit for television, being movement and sound, and for print the average time a voter generally spends with the advertisement compared to other mediums. Du Pleiss refers to a empirical research that takes studies whether these benefits really work in favor for the banner advertisement or not. One research is specifically conducted to evaluate if a banner advertisement with movement is more effective than a static one.

• A series of finding could be established through a survey on a test group. There search is conducted on a test group measuring how a banner ad is observed. The banner is showed a number of times, the increase in percent of people that stated that they had seen the advertisement before increased only 8 percent by between tests. This result implies that the effect of the banner advertisement can be lost simply because the banner is not noticed. The research also compared the different newer ad formats to the comparably older banner formats. The findings were quite

clear, big impression ads produced recognition levels twice as high than regular banner ads. Banners that included movement generated recognition levels four times higher. More importantly the study showed that the newer ad formats had a more positive impact conveying brand awareness. In conclusion the study showed that banner size and movement holds significant effect in catching people’s attention. The newer banner ads also did a better job of conveying brand awareness than a static banner. (du Plessis, Brown 2005:134-135)


Banner Size Graph


• The traditional banner sizes like Skyscraper, that measures 200 x 900

pixels with a average CTR 0,32 % and the Double box 468 x 600 pixel

averaging with a 0,22 % CTR are slowly giving way to newer more

effective sizes. Recently developed banner sizes for the Finnish market

includes for e.g. a big 980 x 400 pixel Leader board that is placed on the

very top of the site content stretching over the whole length of the site.

Also variants that make use of the site background, time triggered,

expanding or pull back banner types have been proven more effective

than any traditional sizes. Playing video or sound are additional ways to

grab the viewer attention and increase the CTR. (Rauramo 2011) The

image displayed below (Figure 2.) is a screen capture from Iltasanomat.fi

and is a so-called wallpaper banner promoting a blockbuster movie. The

banner actually sits in the background of the page, regaining a high

attention value due to its size. In this particular case the banner solution

also allows the visitor to watch the movie trailer on the page without

being re-directed a separate landing page.



Digital Advertising: Ad Avenues

• SEARCH ADVERTISEMENTS: Advertisements made up of text (displayed largely as

sponsored links on search engines) come under this category. These are backed by

hyperlinks that when clicked on, take the potential customer to the advertiser's website.

• DISPLAY ADVERTISEMENTS: Advertisements that are placed at various points on a

web page that typically contain logos, photographs, other images or even text.

Technologically these comprise of Image, Simple flash and Rich media with & without

video ads.

• MOBILE ADVERTISEMENTS: Advertisements that are viewed or consumed on mobile

phones or tablets come under this category. These comprise of Mobile Web ads, SMS,

MMS, Mobile Video & TV ads and In-App ads.

• SOCIAL MEDIA ADVERTISEMENTS: Advertisements of any type: text, display, stamp

pads etc displayed on various social media websites like: Facebook, Twitter, LinkedIn,

Pinterest, Orkut etc fall into this category.

• EMAIL ADVERTISEMENTS: Advertisements that involve sending across a commercial

message to a group of people using email comprise of this ad type. Emails are used to

engage with existing customers to get repeat business as well as to acquire new

customers.

• VIDEO ADVERTISEMENTS: Advertisements that fall broadly under the display type but

have video within them and are served before, during and/or after a video stream on the

internet. This type comprises In-Video ads, Standard In-Stream ads (pre rolls, mid rolls or

post rolls) and TrueView ads.


PLANNING AN ONLINE

ADVERTISEMENT CAMPAIGN

• An advertisement campaign is dependant on two things,

production and media exposure. Roughly 80 % of the budget is

placed on the media placement the rest is spent on the actual

production. The effectiveness of the advertisement is therefore

highly dependant on the quality of the production and media

scheduling. (du Plessis et al 2005:9)dependant on the quality of

the production and media scheduling. (du Plessis et al 2005:9)


Social Media The rise and wide spread of Internet and the fast growing consumers’ digital media

Use led companies occupied in different business sectors to think about a new way

of communication with customers (Cheong & Morrison, 2008).

Among the fastest growing online tools for reaching the consumers is the so called

“social media” (Trusov, Bucklin & Pauwels, 2009).

Social media is becoming an important part in peoples’ lives as can be seen from t

he recent marketing approaches done in that sphere. The results from these

approaches are astonishing. The world spends 110 billion minutes on social media

networks and blog sites (Nielsen Company).

They also stated that the number of people who are visiting social media sites

has incased by 24%over the last year. All these facts don’t even leave a doubt

how fast is social media emerging In business sector and peoples’ lives. Social media

represents the online content publicly created and available to end users.

It is becoming one of the main tools used to spread information among customers.

Blogs, social networking sites, content communities, virtual worlds or collaborative

projects all represent groups of people that create and share content inside and

outside of professional routines. For marketers this phenomenon is of high interest

as social media is becoming an important source of customer information sharing,

awareness, support and empowerment (Kaplan and Haenlein,2010).



• Internet advertising brings new possibilities for target-based advertising that can be conducted on a variety of fulfilled and conditioned criteria. One criterion is locale, by retrieving visitor IP addresses is possible to pinpoint users based on location. This allows for locally personalized marketing that can filter out everything but the desired targeted group. (Rauramo 2011) The image below (Figure 3.) showcases how locale based targeting can be used in banner advertisement. This banner ad promoting Picnic that is shown on Iltasanomat.fi is only visible to visitors with IP addresses from Tampere. On the first day of this campaign sales revenue in Tampere for Picnic grew by 22 percent and on the second day already

by 33 percent compared to the average.


Marketing Plan

• Situational analysis

• Marketing objectives

• Marketing strategy

• Target market analysis

• Competitive strategies and

implementation tactics


Creative brief

• Target audience profile

• Communication objectives

• Product features and objectives

• Key consumer benefit

• Tone


Case study BJP ‘s The online campaign Namo

Current and potential voters

Youth Businessmen

and entrepreneurs

Farmers Hindus,

Gujaratis

Minorities

(Potential)

Communication objectives

• At the time when this campaign is in the planning phase BJP is in a

challenging market situation. The political party’s share is declining and it is lost of party against the competition in the national party, even if

regional in general were getting more popular as Hindu party.

Furthermore research indicated that BJP had lost share in brand Modi

preference in India. With BJP introducing as PM candidate, keeping in

mind the current market situation one of the campaign objects is to

convince voter of 2014 ELECTION “sunrise” for BJP. • The election objective for this campaign is to increase the awareness for

Modi in India. Create visits and application downloads to mobile Store

and on-boarding the consumer who interested in Naredr Modi or BJP by

promoting Brand Naredra Modi .

• Our identity, objectives, position and responses are governed by a well-

defined intellectual and philosophical framework. We believe in Free

Markets, Individual Liberty, a Strong National Defense, Foreign Policy

driven by Realism and Limited Government.


Expectations of the voters

• Industrial development and increase in employment opportunities

• Infrastructure development

• Promote and strengthen agriculture

• Availability of uninterrupted power supply

Development

• Online grievance redressed system for speedy justice

• Introduction of technology at the village level-quick and transparent village administration, enabling global connectivity and information sharing

• Strengthening online tax collection and monitoring system

Strengthening e-governance

Aims of Namo digital media campaign

Recognition of Narendra Modi as a brand not only for state audience but also for national

audience. Controlling and

managing strongly how he is projected on the web space –

project him focussing on

development and working towards

secularism.

Working specifically focused on state as

well national elections.

Counter the opposition’s ad campaigns and marketing in a

coordinated manner.

His development campaign aims to cross market his achievements as well the party BJP he belongs to, on a state and national

level.


Personal Details

Born on September 17, 1950

Small district of Gujarat, Vadnagar.

He was the third of six children born to Damodar

Das Mulchand Modi and his wife Heeraben.

Education- post graduation in political science.

During the Indo-Pak war in the mid sixties, he

volunteered to serve the soldiers in transit at railway

stations.

Joined Akhil Bharatiya Vidyarthi Parishad, a student

organisation and was involved in the anti-

corruption Nav Nirmaṇ ("Reconstruction")

Movement.

Nominated as representative in Bharatiya Janata

Party.

http://en.wikipedia.org/wiki/Indo-Pakistani_War_of_1965




http://en.wikipedia.org/wiki/Akhil_Bharatiya_Vidyarthi_Parishad







Education

KNOWLEDGE COORIDOR- stretch between Gandhi

nagar and Amdavad.

5 major universities included.

Nirma University at Ahmedabad, DDU at Nadiad,

DAIICT at Gandhinagar, Shyamji Krishna Verma

University at Kutch and Ganpat University at

Mehsana.

IIT, GANDHINAGAR.

National law university.

Agricultural universities.

EARLY ACTIVISM AND POLITICS

• Pracharak in RSS during his University Years.

• In partnership with Shankersinh Vaghela, Modi set about

creating a strong cadre base in Gujarat.

• The party started gaining political mileage and formed a

coalition government at the centre in April 1990.

• Modi was entrusted with the responsibility of organizing

two crucial national events,

the Somnath to Ayodhya Rath Yatra.

• He was appointed the National Secretary of the Party and

given the charge of five states in 1995.

• Narendra Modi was chosen by the party to be the Chief

Minister of Gujarat.

http://en.wikipedia.org/wiki/Somnath

http://en.wikipedia.org/wiki/Ayodhya

Political Career

• Elected as the student leader of Akhil Bhartiya Vidhyarthi Parishad (ABVP) and played a prominent role in various socio-political movements in Gujarat.

• Rashtriya Swayamsevak Sangh (RSS), a socio-cultural organization in social and cultural development of India.

• There he imbibed the spirit of nation-before-self and service-to-the-needy.

• Entered the mainstream politics by joining the BJP in 1987.

• Within a year, he assumed the responsibility of the General Secretary of the Gujarat unit.

• Active work in BJP.

• Became the CM of Gujarat in OCT,2001.

Awards and Recognition

• Gujarat Ratna by Shri Poona Gujarati Bandhu Samaj at Ganesh Kala Krida Manch on celebration of centenary year.

• e-Ratna award by the Computer Society of India

• Best Chief Minister – In a nationwide survey conducted in 2006 by India Today magazine, Narendra Modi was declared the Best Chief Minister in the country.

• Asian Winner of the FDI Personality of the Year Award for 2009 by FDI Magazine.

http://en.wikipedia.org/wiki/Computer_Society_of_India







http://en.wikipedia.org/wiki/FDi_magazine




Gujarat’s Vision

“Gujarat aspires to become a beacon of comprehensive social and economic

development.”


NAMO, the King of social media

Google+

• The first Indian politician to open an account in

Google+, watched by millions of people across 160

nations.

• In four months more than 280,330 people had him

in their circle.

Twitter

• The Gujarat Chief Minister has a huge fan following

on Twitter( 1.1 million as on 23rd October 2012

reached within a year of opening the account),

though the credibility of these accounts are

questionable.

NAMO, the King of social media

Narendra Modi has an

official page with

1,398,140 likes and

107,545 talking about it.

Narendramodi.in

Political blogs:

http://indiapoliticalblog.

com/

Youtube channel

http://www.youtube.co

m/user/narendramodi

For Against

http://indiapoliticalblog.com/

http://indiapoliticalblog.com/

http://www.youtube.com/user/narendramodi

http://www.youtube.com/user/narendramodi

Web Presence

• Use of Search Engine Optimization and social

aggregators to fine tune the search results

• Regular and instantaneous updates on Online News

Channel (Namo Gujarat – Narendra Modi’s

exclusive news channel in Gujarat)

• Featuring on paid ads and articles on news sites

(Firstpost.com)

• Web PR (Nomination in Mashable.com – Most

famous politician on web)

• Use of latest technology- Delivery of 3D speeches

using holographic projection and propagation of

the speech across 4 cities and digital media

channels

Competitor and best practice Analysis

NarendraModi

RahulGandhi

NitishKumar

BarackObama

ShahrukhKhan

0

20

40

60

80

Strength(%)

Sentiment(x:1)

Passion(%)

Reach(%)

Suggested Improvements in digital

strategy Increase transparency –

Careful omission or “pre-selection” of controversial questions limited the perceived openness of the exercise.

In future sessions, Modi should attempt to make the question submission and selection process more transparent

Don’t whitewash comments –

Increase two-way engagement and address both positive and negative comments.

Make conscious efforts to address criticism.

Use a wider net of internet platforms -

Using Google+ was a good start, but to establish himself as a social media leader, Modi should look at other, emerging social media platforms that go beyond Facebook and Twitter to reach wider audience.

Increase frequency of sessions –

The Google+ hangout is a good start, but Modi must maintain this engagement. Instead of resting on the laurels of one successful social media “event,” he should draw a concrete calendar of future sessions. Such recurring activities could help establish him as a leader of the masses.

Brand building

Narendra Modi’s brand building revolves around development. He is known as the man of development.

Narendra Modi has designed and promoted various campaigns in this aspect and has propagated them on social media platform to entice the youth.

• Vibrant Gujarat Summit 2013: objective of this summit was to make Gujarat a Global Business Hub

• Be Gujarat’s Brand Ambassador

• Gujarat Tourism

Narendra Modi's high profile Vibrant Gujarat campaign has made him a brand for rapid development and prosperity.

Voter perspective and experience

• Narendra Modi’s fans are constantly engaging people on twitter with the his campaigns and updates from the politics.

• Businessmen advocate Narendra Modi at Gujarat Vibrant Summit.

• Be Gujarat’s Brand Ambassador: People share their experiences and stories that promote Gujarat as a brand. This has created a sense of belonging and pride among the people of Gujarat.

• Be Gujarat’s Brand Ambassador: This

forum also provides a platform for people to share their ideas, encouraging people to be a part of development of Gujarat.

Voter perspective and experience

• From the usability front, the voters are provided easy to navigate and interactive platform

to share their views, ideas, via website, facebook page and twitter.

• The campaigns and communications across all channels are consistent and provide similar

message.

• The following emotional values and perspectives were derived from the user interactions

and comments:

• Positive values: Development, visionary, dynamic, disciplined.

• Negative values: Anti-muslim, anti-minority, hindu leader.

Results of the Digital marketing strategy

Thank

You

CONCLUSION

• During the making of this thesis I have gained confirmation on

what the campaign planning process is up to execution. I have learned the importance of background-, target group- and media

placement research. That research works as the informational

base that determines the direction of the rest of the planning

stages. Outlining the business-, marketing and campaign

objectives are as important when defining the campaign message. Only when the campaign message and the rest of the

planning is done can the creative process start to take shape.

• In this study I have focused only on the online campaign

planning and execution, but many of the things that have been

presented in this thesis apply to the whole advertising campaign media-mix. It’s good to remember that even though Internet

advertising has grown fast during a decade, big online

campaigns like this usually are just one part of a bigger

execution that utilizes the whole media-mix.



Thank you