L
a
kshmip
a
thy Bh
a
t, VP-M
a
rketing Communic
a
tions, Robosoft Technologies
MarketingCommunications
inadigitalworld
An overview of the fund
a
ment
a
ls
@bh
a
tn
a
tur
a
lly
LSBHAT@GMAIL.COM

Outline
1. Setting the context: the fundamentals
2. Traditional media: key characteristics of major platforms
3. New media: what’s di
ff
erent? What’s common?
4. Key takeaways
Wh
a
t we will be discussing tod
a
y

1. Setting the context: the
fundamentals

Thecontext:chorusof‘everything
haschangedinthedigitalworld’
argument.
A function of the industry projecting
a
ny new technology or pl
a
tform
a
s
the next big which will destroy
a
dvertising: the shiny new toy
syndrome

We need a mobile app! Brief a developer.
Why aren’t we on Instagram?
We must post at least 5 tweets today
What is our engagement score on Facebook?
Usain Bolt just won! Can we create a topical Facebook post about our
mosquito repellent brand?
Youngsters are on Snapchat. Why aren’t we advertising there?

Butisnewadvertising,
allthatnew?
Sometimes it is good to b
a
ck to the
b
a
sics

~ Interbr
a
nd
“A brand is the sum of all expressions by which an
entity (person, organization, company, business
unit, city, nation, etc.) intends to be recognized”.

~ Seth Godin
“A brand is the set of expectations, memories, stories and
relationships that, taken together, account for a consumer’s
decision to choose one product or service over another. If the
consumer (whether it’s a business, a buyer, a voter or a donor)
doesn’t pay a premium, make a selection or spread the word,
then no brand value exists for that consumer.”

~ Jeff Bezos
“Your brand is what other
people say about you when
you’re not in the room.”

~ Unknown
“A brand is a collection of
thoughts and feelings in
the mind of the consumer.”

Thoughts and feelings are driven by:
product experience, communication
experience, word-of-mouth.

So, branding is everybody’s
job - not just marketing’s

Good advertising kills a bad
product faster.

Brand vs branding: what’s the
di
ff
erence?

Kotler & Keller, 2015
Branding is endowing products and services
with the power of a brand.

Branding is the continuous process of
giving a meaning to speci
fi
c organization,
company, products or services by creating
and shaping a brand in consumers’ minds.

The irrefutable truth…

Thefundamentalprinciplesofmarketing&
communicationhave&willremainthesame
forever.Asthefundamentalmotivationsof
humanswillremainthesameforever.

Appeal to the basic human instincts
- they have remained unchanged for
eons and will not change.

“It is fashionable to talk about changing
man. A communicator must be
concerned with unchanging man, with
his obsessive drive to survive, to be
admired, to succeed, to love, to take care
of his own’.
-Bill Bernb
a
ch,
a
dvertising legend, founder- DDB
Avis —>

Levy’s —>

~ How
a
rd Goss
a
ge,
a
d m
a
n, 1950s
“Nobody reads ads. People read what
interests them. Sometimes it’s an ad.”

Extrapolate that to today’s
context: watch a video, read a
blog or social media post…

Find a way to say relevant things
in a compelling way at the right
time on the right platform.

Let’s go back in time to the early
‘80s
Araldite—>

Cut to 2016.
Mosquito billboard—>

There is no substitute for a deep
understanding the consumer’s pain
points & aspirations - which evolve
constantly

A communication based on a
true insight is likely to
fi
nd a
stronger resonance.

An insight is a penetrating observation
about consumer behaviour that can be
applied to unlock growth’

Insight: An unspoken human truth that sheds new
light on the problem you are trying to solve.
- @markpollard

Insight: A girl’s con
fi
dence drops
signi
fi
cantly during puberty.

It’s not just the championship
athlete or record breaker that
strives to push their own limits.
Nike—>

In-between meal hunger makes
us irritable and act out of
character.
You’re not you when you’re hungry.

HowSnickersgamedTwitter.

BajajAvenger:FeellikeGod

BajajAvenger
Feature A 200cc cruiser bike with an oil cooled engine
Bene
f
it An exhilarating getaway in every ride
Creative idea
A ride so exhilarating that you pardon the wrong
doings of people in your life
Tag line Feel like God

Exploit a medium or platform
to its advantage.

This advertisement (supposedly placed by Sir Ernest Shackleton to
fi
nd participants for his Nimrod Antarctic expedition in 1907)

Brand a
ffi
nity as key
objective.Likeable ad = likeable
brand. Think Pepsi, Coke.

Whatwehaveseenthusfar
• Basic human instincts have not changed and will not change for eons -
marketing & advertising have to tap those instincts
• Find a way to say relevant things in a compelling way at the right time on the
right platform
• There is not substitute for deep understanding of the ever-changing consumer
• A communication based on a true insight is likely to
fi
nd a stronger resonance.
• Likeable advertising subliminally transfers positive feeling towards the brand
Quick rec
a
p

2. Key characteristics of
traditional media

Print: a lean forward medium, high
credibility, versatile - long copy, visual
impact, word play, charm, target
segmentation, topical ads…

Outdoor: reminder,
fl
eeting medium,
short messages, visual, local impact
(but can get global attention too)

HowJCDecaux'sbillboards
targetedCMOs

Radio: relatively inexpensive to produce,
quick turnaround times, local impact,
audio and ‘e
ff
ects’ can create mood,
emotions too: Link

Budweiser Real Men of Genius

Television: mass reach,
memorability, repetition, a
ffi
nity
—> preference

Television: audio-video impact
to stir emotions: laughter, fear,
tears…

AlkaSeltzer1969commercial

ThaiInsurance:‘Iwantmoretime’

TideGo:‘TalkingStain’

What has changed in the new
media world?

1. Media clutter has increased
and consumer has the power to
ignore brand communications

Continuouspartial
attention

Ignoreorblock
anythingwhichis
notofinterest

2. Everything and everyone is
under the microscope and up
for criticism

Findinformationonanythingof
interest

3. Breaking clutter will get
more di
ffi
cult. Your work is
competing for attention not
just from your competitor’s ad.

An aware, cynical consumer will
not believe all that a brand says.

4. Be of some value. Actions,
not just ads.

The value - utility, entertainment,
expertise or anything else depends
on brand personality, objectives

5. Give something to your
audience, without expecting
anything in return.

In 1900, there were fewer than 3,000 cars on the
roads of France. To increase the demand for
cars and, accordingly, car tyres, car tyre
manufacturers and brothers Édouard and
André Michelin published a guide for French
motorists in 1900, the Michelin Guide.
~ Wikipedia
Content m
a
rketing is not
new
a
fter
a
ll

6. Beyond brand a
ffi
nity…
brand advocacy: get people to talk
about your product or communication
positively: 'share worthy’

7. Technology and new
platforms. Same principles -
using the strengths of a platform

Whatwehaveseenthusfar
• Brand Actions - can’t just stop at a claim
• Give more than you ask for
• The consumer has more ways to ignore your message
• You will be judged and criticised more than ever before
• Don’t add to the noise
• Your best customers can be your advocates
Ch
a
r
a
cteristics of new medi
a

What’scommontotraditionaladvertising&‘new’advertising?
1. A product which meets a genuine consumer need: immunity boosting ice
cream, anyone?
2. A communication idea which is based on human insight
3. Exploiting the medium to its advantage
4. A strong link between the message and the product
5. Meeting a business need or objective
6. Entertaining, engaging content
The fund
a
ment
a
ls
a
re the s
a
me

Blendtec:willitblend?

Pilkington

Keytakeaways
• The fundamentals of marketing communications will remain the same - even in the
days of hashtags and Instagram stories
• Appealing to the human instincts to be loved, recognised, take care of self & dear
ones will continue to appeal
• Communication based on universal insights will be more relatable
• Use the platform & medium to your advantage
• Above all, creativity is still the best edge for a brand against competition
Summ
a
tion

@bhatnaturally
LSBHAT@GMAIL.COM