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BEYOND THE CAMPAIGN: <br />digital marketing beyond brand promotion<br />Meghana Bhat<br />Creative Director,<br />Webchutney<br />

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Things you do<br />Stories you tell about things you do<br />Digital <br />TV<br />Print <br />Radio <br />Creation of value<br />Perception of value <br />

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WHERE VALUE GETS CREATED<br />PRODUCT <br />MORE USEFUL, RELEVANT & MEANINGFUL TO THE DIGITAL CONSUMER<br />PLACE <br />SOCIAL LOCAL MOBILE<br />REAL-TIME<br />PRICE <br />

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#1. <br />Embedding or Integrating solutions or services into products <br />

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IMAGINE : A car embedded with a solution to lower your carbon footprint by 15%. <br />

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IMAGINE : Food products that assist you in the kitchen<br />Over 7000 recipes, many of them featuring Kraft products<br />Launched in 2008, 60% of those who downloaded continue to use it<br />App charged at 99 cents per download<br />

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IMAGINE : A DTH service that makes TV social for you <br /> An app that lets you control the TV with your mobile phone<br />

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#2. <br />Pricing that ‘rewards’ consumer behavior <br />

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IMAGINE : Prices that decrease just because you told a friend <br />

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IMAGINE : Prices that you and friends can collectively control <br />

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#3. <br />Buy where you connect, Connect where you buy <br />

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IMAGINE : Store as entertainment destination <br />We live in an age where you can’t sell a bad product even ONCE. <br />Over 200K views, coverage in 200 blogs, started as a campaign in 2010 but lives on as an ongoing sales platform for the brand <br />

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IMAGINE : Shopping made social <br />Social, Local, Mobile, Real-Time.<br />

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As on April 2011, <br />Square has shipped 341,688 of its card readers to date and has 332,483 activated users<br />It currently processes $2mn payments per day <br />

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#1. Integrate solutions or services into your product <br />#2. Make price into a reward for social behavior<br />#3. Give consumers a chance to buy where they connect and connect where they buy <br />