Grp05 Mekanism
Grp05 Mekanism
Grp05 Mekanism
GROUP NO: 5
SAUMYA GUPTA 15PGP107
MRIDUL KATIYAR 15PGP125
DHRUV SAPRA 15PGP130
ADITYA PRATAP 15PGP146
PRABHAT 15PGP152
HIMANSHI 15PGP158
Introduction
Huge success of viral marketing due to its cost effectiveness and wider reach.
Mekanism, an initially hybrid model, focussed entirely on just one service ,i.e. viral marketing.
Reduction in billing and new customers in 2010, even after huge profits in early years.
Increasing demand of customers for other promotional tools.
Whether to become full service ad agency ?
Better relationship with clients
More opportunities due to other traditional media.
Or, be the niche creative shop and focus on the signal service.
Decision affected by factors such as type of clients served.
Company History
Founded in 2000, as a hybrid format of a creative and distribution company leveraging the
combination of traditional and emerging media.
Slow initial progress due to limited exposure of the online media.
2nd half of the decade : shift in the attitude of big brands towards digital marketing.
Positioning of Mekanism as one stop digital shop
Creative, strategy, production, promotion, an distribution of campaigns involving digital contents
for social media.
Client companies prefer consolidated agencies.
Division of work amongst traditional agencies and digital specialist agencies, leading to high
turnaround time, difficulty in relationship management, high overhead cost and less cohesive ads.
YOY growth of 32% over 2007 to 2010, rising margin of 23% of net revenue. (Ref. Table A)
Online Video Ads-Trends
More to engineering virality than developing a story for a brand and the target audience
Setting-up a central hub for easy access of content for the target audience
Facebook as the central hub of information
Using YouTube and campaign websites also has central hubs
Influencer Networks
Making dynamic changes in the campaign by tracking and analyzing the effect of
Optimize influencers
Determine the effect of influencers to improve in the future
Measuring Success