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Walnut Media - A Digital Media Agency

 Digital Marketing is the practice of promoting products and services using digital
distribution channels to reach consumers in a timely, relevant, personal and cost-effective
manner.

 Taking a look around; We live in an entirely different world today as compared to the world
almost a decade ago. The world literally transformed over the last few years and the credit
goes entirely to Media evolution, especially Internet. Not only the developed counties are
entirely dependent on the cyber communication, but this statement holds true for developing
nations like Pakistan. What once was a luxury has now become a necessity for success and
growth in every walk of life.

Walnut Media - A Digital Media Agency

 Pakistan is a developing nation where political instability and turmoil has become a norm. Our
nations growth in the world of internet is staggering and comparable with the most
progressive nations despite all of our problems. Given the direction in which the world is
going, this trend will continue and will on accelerate.

 There has been an Exponential growth considering this sector with a more educated and
mature attitude towards their online time spending – In simple, more serious users (majority of
which are youth – more than 70% are between the age of 15-28). High speed internet
availability is ensuring more media penetration and new ideas to be considered on digital
platforms. 

Walnut Media - A Digital Media Agency

 According to the Morgan
Stanley report:

•Pakistan lies in the top 5

countries with the highest
addition of internet users

•More than 50 % addition in the

number of internet users from
2006 to 2009

•Though internet penetration is

still quite low in our part of the
world as not everyone can
afford a computer but internet
cafes popped up like
mushrooms everywhere to fill
in the void, hence internet is
within everyone’s reach.

Walnut Media - A Digital Media Agency

 The growth rate of internet users is even faster than that of mobile penetration i.e. 13-14% as
compared to mobile penetration rate of around 1.5%. Around 7% of the total population has
internet and in metros it's more than 80%. Majority of the users come from SEC A and B, with
age groups ranging from 15-28. 

Walnut Media - A Digital Media Agency

  This growing trend can also be witnessed
in the cellular sector in which the number
of subscribers is increasing at an
exponential rate. Yes, the boom has
definitely reached Pakistan or in other
words this boom became a big bang in
Pakistan.

 Internet Usage via broad band, dial up,

or mobiles in Pakistan:

o Total Users = 12-13 million

o Broadband = 35% (both office and home)
o Dialup = 60% (mostly home)
o Mobile = 5-7% (mostly youth and corporate)

Walnut Media - A Digital Media Agency

 Compared to the conventional medium of advertising, the Digital Medium:

 Provides targeted advertising and any message can be customized according to the target
audience. 

 Any campaign can be launched for testing, revised and re-launched in a matter of seconds. 

 Furthermore, with verifiable and transparent reporting tools, it is easy to measure the
effectiveness and performance of any campaign

Walnut Media - A Digital Media Agency

-Online Users = realistically 12 million
- PTA figure = 19 million
Face book = 2.2 million -
Yahoo = around 4 million -
MSN = around 4-5 million -
YouTube = around 4.5 million -
 
 Mobile subscriber base = around 95 million. 

 GPRS User base = 20% of the subscriber base

 
- Most visited sites of Pakistan: http://www.alexa.com/topsites/countries/PK

Walnut Media - A Digital Media Agency

 Content appetite of this market is well driven by multimedia content and majority of which
focuses on these content types and platforms/service providers;
o Media,
o Infotainment
o Music Content
o News
o Platforms
• Facebook
• Orkut
• LinkedIn
• Hi5
• MySpace.

Walnut Media - A Digital Media Agency

 Total Users = 12-13 million
 Broadband users = 35%(both office and home)
 Dialup = 60% (mostly home)
 Mobile = 5-7% (mostly youth and corporate)

Walnut Media - A Digital Media Agency

Thank you
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Walnut Media - A Digital Media Agency