This presentation is designed to provide an overview of the Digital Marketing with relevant case studies sprinkled throughout. The presentation explores Integrated Digital Marketing Strategy, latest in the digital marketing in 2017 and discuss the key trends that affect the future of digital marketing. I pprepared and delivered this presentation to the first Management Development Program coorganized by Sri SIIM (http://srisiim.ac.in/) and Good people relations (http://www.goodpeoplerelations.in/)

1. Hotstar Game of Thrones Season 6, 2016

2. Hotstar Game of Thrones Season 7, 2017

3. Minutes after America.
Hours before Russia

4. What did they do right?
Humor and Creativity
Exactly understood the challenge and then countered it with very relevant
humor.
Tribe
Tight integration with the their target audiences interest
Multi Channel
Reach audience where it matters the most

5. Where could they improve?
One way conversation
Limited engagement and almost no feedback.
No UGC
No Gamification/contests to help create any User Generated Content.
Short timeframe
Did not build any long term engagement with the audience. No cross-
selling.

10. What went well?
Bigger mission than self-promotion
Provide value before asking for anything in return
Well Timed Request
Easily Actionable CTA

11. Past
Present
Future
Time
Value,
Prevalence,
$’s,
Impact etc.
Digital Marketing

13. Advertising and
Promotions
Data and
Analytics
Commerce and
Sales
Social and
Relationships
Content and
Experience
Integrated
Digital
Marketing
Strategy

14. Credit: Dushyant Verma, The Digital Group Inc.

16. Chicago Field Museum

17. Surprise locations with clues shared in social media mere hours before they appear
drives true viral engagement.
Incredibly detailed replica exhibits demand social media interaction, and target
Instagram Stories, regular Instagram, and Snapchat.
Social media influencers with specific interest in location are given exclusive Cultural
Ambassador status, helping them feel special about sharing campaign content and
driving continued social media buzz.
Impactful out of home advertising like lamp post banners and billboards alert city
dwellers a new surprise is on the way.
Digital paid media including targeted, rich interactive ad units provide another way to
get in on the fun.
Super fun videos captured of crowds interacting with exhibits, as well as 360 videos
help the world get in on the action.

25. Lexus South Africa: Integrated Digital Marketing Campaign

26. AREAS THAT ARE OFTEN EASY TO MISS

29. Establish yourself as
Subject Matter Expert,
Thought Leader
How to develop high quality content?

36. Major Digital Marketing Trends in 2017
 Multiscreen consumers
 Mobile First
 Live Video
 Ephemeral content

37. Do I need to
even explain
this?

39. Mobile
First

41. Tastemade Tiny Kitchen Live Video

42. https://www.socialsamosa.com/wp-content/uploads/2017/08/amazon-case-study-1.mp4?_=1

43. What’s in the future?
 Voice
 Chatbots
 Whatsapp for Business
 Localization
 Augmented reality

49. Nike Augmented Reality

50. Challenges for Digital Marketers?
 Single view of customer
 Reducing Free Reach
 Falling Attention Spans
 Live Streaming
 Producing Quality Content
 Shortening Timelines

51. Thank you
Questions
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rajeev@rajeevsoni.com
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