Digital age marketing communication

Who moved my 30
second TV spot ?

2/13/2012 VinishJoshi@yahoo.com

Marketing communications?

What has changed ?

What has changed

Command Interact Connect
and and &
Control Measure Collaborate

What has not changed

Trust

Consumers have not changed at all

What has changed
is how they
relate to brands

Now the price of attention is significantly
higher. You can’t buy it anymore

What do Marketers
look at
Targeting Response

Reach Measurability

ROI Engagement

Uniqueness Interactivity

Ease of use Sales


What needs to be
developed in Digital
Age Marketing?


Connect

Speak not merely Talk Listen not merely Hear

Connect
Observe not merely See Write not merely Scribble

Communicating to Connecting
Marketer to Collaborator
Advertiser to Experience Creator

Tools to Connect

Now Marketer
wants people
to engage with
the brand to
connect


Engagement Tools

Ford Fiesta moments Volkswagen
• 100 people in US selected through Fiesta VW decided to test their proposition with a
moments got Ford Fiesta cars for 6 simple question: Would you do
months #anything4jetta?”
• They were encouraged to share their
experience with Ford Fiesta over the 6 Twitter users flocked to the hashtag, posting
months on their blogs, Twitter, witty one-liners, embarrassing pictures and
Facebook, Flickr and Youtube hilarious videos and a unique call-to-tweet
system.

Idea Tools

Nokia’s concept lounge Dell ideastorm.com
Logged about 11,000 ideas, of which, 350 were
On design ,on ideas, on new age mobile implemented ,including making USB 3.0 port a standard
devices or on ways to interact with mobile feature on its PC and laptops, a common charger for
devices devices, and introduction of anti-glare on notebook
screens.


Product Tools

Cadbury Collaboration
Threadless
Factory


Advertising Tools

Pepsi Unilever

Ideas for new Italian TV ad .The release of the Inviting its consumers to help in developing ads for its
commercial will support the upcoming launch of biggest brands. Creative people all round the globe have an
the global “Refresh Your World” campaign in Italy opportunity to add their promotional video materials to the
ad portfolios of the world-known products.


Distribution Tools

Southwest airlines
Southwest airlines embed widgets called ‘ding’ on your desktop by
which they make you travel agent and push offers directly to you


People don’t
drink the soda,
they drink the
can – the
whole package of
connectivity.

Let go “ above the line” , “below the line”
and
“offline”, “online” marketing mind-set

It is about
consumer
emotion and
experiences

Less about US and more about YOU
approach

Starbuck

Key to marketing is you don’t create markets,

you serve a market that is so thirsty that it says ‘I
want to get that drink’

and you give them drink more than once.

Objective Setting

competition competition

Communicate and amplify
key product benefits.
Allow deeper consumer Maximise trial and consumer
Let consumers know your involvement and encourage loyalty by communicating
value proposition Dialogue. competitive advantages and
Emotionalise, build call to Usage messages
relationship with consumers
Engagement Preference Usage


Purchase Process
Varying involvement depending upon audience group

Product and price value along
Their current brand recalled
With customer website
communications
experience.

Spread WOM / Incentivise/
Evangelize
Perceived benefit only subtle

Assuming no problems
experienced then likely to
stick with brand in future

The intangible, intrinsic desires

Who are you ?

What is my value proposition

Why should people do business with
me?

Why they should buy my products?

Why Me ?


Purchase Process
Varying involvement depending upon audience group

Product and price value along
Engage With customer website
experience

Evangelize


How do we
become relevant
to them ?
What is that I offer that no one
else does
What is that my customers cannot get
anywhere else?

How easily can someone imitate what I do?


Purchase Process

Engage OFFER COMPETITIVE
ADVANTAGE

Evangelize


How do we continue
to be relevant to
them?
If I were in market place to buy what
you have to sell, will I think of you
first, second, third or not at all?


Purchase Process

Engage OFFER COMPETITIVE
ADVANTAGE
( Product / Technology )

Loyalty; DRIVE WOM
( Overall Experience*)

*The unmatched service, quality, overall experience right from accessing the site up to after sales services

High Competitive High Competitive High Competitive
Awareness Preference Usage


INTEGRATED MARKETING
COMMUNICATION


Analyze the market

A Nail the relevant
Strategy and story
N Go to Market
Plan
G Energize the channel
and community

E Leads and Revenue
Sustaining
L Value

s

A Analyze the market

Bringing customers inside the organization and understanding
the opportunities and threats in the environment

Focus more on the 10% and less on the 90%. The 90%
don’t pay attention to you anyway. They’re watching
the 10%

All untargeted advertising is noise

Consumer Insight ( Getting into
minds of consumers)

Fresh and non-obtrusive way of
understanding customer need, behavior
or frustrations.

It’s about walking in customer
shoes but first you have to take
off your own.

Nail the relevant
N Strategy and story
Converting these insights into value proposition that is
compelling for customers

‘Nice to have’ to ‘Must have’ ?
Content ( Brand Narrative) is
only as good as the Context (
What it does for consumer) it
creates .

Increasingly brands are
focusing on context because
relationships are valued and
limited by nature


Relevance

Bring advertising closer to
information

 Nike Plus advertising
 Notion is that Nike becomes
the enabler of your better
running experience.

Importance of ‘when’- Just in
time instead of just in case


DATA IS NEW INTEL INSIDE

In God we trust
but everybody else
has to show data

Data needs to transition from basic information to something that
is much more individual customer focused behavior.


Bring Idea to Life


G Go to market

Taking this offering to customers through Media,
distribution channels and partnerships

Media Fragmentation

Michael Jackson’s Thriller is the best selling album of all time. It is believed
that this achievement will stand forever as music today is too fragmented for
any single artiste in any genre to make such an impact.

Create Differentiations

Identify Passion Groups

Embrace new ways of connecting brands with
the relevant consumer segments.

While we use media to tell our brand story

find new ways for customers to tell theirs

Say hello to …. connect


Create earned not mere paid media

Influence not mere awareness
2/13/2012 Dialogue not mere campaigns
VinishJoshi@yahoo.com

Coca cola


Media needs to be
multi-dimensional
because customers live
multi-dimensional lives


Smarter nuances solutions
Innovation is creative application and a mindset

Microwave was created for military application
but the application of microwave to heat food
was an Innovation


Energize the channel
E and community

Articulating value proposition and position in the
market place.

The difference
between iPod
and Zune is fans

Delight your
customers…
The rest
is mere detail

Find different consumers
ways to make increasingly don’t
connections shop in one
with consumers channel, they
using technology shop in multiple
channels

Selling shoes, mobile phones or insurance – every brand is
a potential platform on which consumers could tell their
own story

Our lives are driven by peer recommendation; from
choosing a bar or restaurant to book, car or even
diapers or vacation.

We leave nothing to chance.

L Leads and Revenue

“However beautiful the strategy, you should
always look at the results”
Churchill

Marketing is the new finance

Focus shifting from number of leads
to quality of leads.

Integrating all marketing tools
deployed into one unified system and
matrix for measurement, to improve
overall ROI and workflow


Need to move from
viewing customers
as destinations for
our marketing
messages to treating
them as partners in
its production

Nokia has 32% market share and 4% of the
industry profits. Apple has 4% market share
and 52% of its profits.

Marketing should begin and not end
at point of sale

Engagement Preference Usage

Brand Presence Conversation/Dialo
Objective Drive Trial
And Value gue

Reach, GRPs Ad Impressions Registrations,
Ad Interaction
CTR % Sign up to promotion
Measurement
2/13/2012 Ad recall surveys
Social Media Metric
VinishJoshi@yahoo.com Footfall

Search Marketing

Banner Advertising Email Marketing

Determine which marketing
initiatives are driving
results

SEO, Referrals, Affiliate Programs & Offline


Marketing Dashboard

Search Email
Campaign Radio
Print Ad Newsletter
Launch PR Mention Spot


s Sustaining Value

Continuous improvement of customer experience

Brand success in the era of many to many isn’t
the result of choices in media

but choices in mindset

Which Metric are we tracking ?

If your customers like
you, be afraid… be very
afraid

With so much choice, why settle for the thousands
of brands we could “like” when there is one that
we could love?

Which Metric are we tracking ?

Nokia consistently polls
among youth as the
most trusted brand
whereas Apple is the
most recommended.


Some people want it to happen,
some wish it would happen,
others make it happen.

Michael Jordan, the most decorated player in the history of the NBA

Thank you!

by MediaCom, 24.01.2011

Digital age marketing communication

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