BRANDING IN THE DIGITAL AGE

Presented by: Group 1

Section A

Shivangi | Nakul | Swapnil | Shubhanka | Shweta

LET’S LOOK AT THE INDIAN CONSUMER DEMOGRAPHICS- The importance of

branding in the digital age

Indian Consumer’s Online Presence

112 mn

80 mn 75 mn

52 mn

29 mn

250 million users 20 to 25 hours online per month

From Touch Points to Trust Points- how consumers trust brands

92%

0 0

70%

0 0

50%

0 0

47%

0 0

58%

0 0

Recommendations from the people I know

Customer opinions posted online

Editorial content i.e. newspaper stories

Branded websites

Emails I signed up

for

Ads in TV/Brand Sponsorships/Billboards/Magazines/Newspapers

TRUST %

58%

0 0

THE MARKETING FUNNEL- as we know it

Many Brands

Fewer Brands

Final choice

Buy

The Marketing Funnel

Before Digital Age

LET’S LOOK AT THE EVOLVED CONSUMER DECISION JOURNEY

Consumer Decision Journey

In the Digital Age

Marketers over-emphasize “Consider” & “Buy”

CO

NSI

DER

BUY

In the digital age, more importance should be given to “Evaluate” & “Advocate”

Word of mouth is the most important criteria to a buying decision

CDJ : Examples in Indian Context

Targeting customer at each stage of the CDJ journey

Aviva India Padding Up with Sachin

ü  Consider Stage of CDJ to offer a good brand experience & engage with customers

ü  Series of video tutorials on Aviva’s fb page featuring Sachin Tendulkar

ü  Campaign connects Father-Son bond with cricket, subtly branding child insurance plans

Consider

India’s Red Carpet to Cannes by L’Oreal Paris

ü  Spotlight on L’Or Sunset, an all-new makeup collection

ü  Enjoy and bond stage of CDJ as competition involved use of product & sharing of images to win an incredible prize

ü  L’Oreal Paris Instagram account was launched & grew from 30 to 1700+ followers in less than a week

Enjoy & Bond

•  Digital poster & Music launch of Movie on Facebook page •  Campaign to give the feel of the period film with slick digital moves •  Advocate Stage of CDJ as one could get access to exclusive features if one

invited 5 friends

LOOTERA : Buzz Creation

Advocate

Launching the Pilot

The shift to a CDJ-driven strategy has 3 parts

v  Understanding your consumer’s decision journey

v Determining which touch points are priorities and how to leverage them

v Allocating resources accordingly

To launch a new TV model:

Conduct Intensive MR to know

What they do: Did they prefer manufacturers’ sites or retailers’ sites? How did they participate in online communities? How would they describe the stages of their journey, online or offline?

What they see: How did its TVs appear on search engines? How visible were they on retail sites? What did consumer reviews reveal about them? How accurate was the available information about them?

What they say: What people were saying online about the brand? Impact of online advocacy on the purchase?

Taking Action: Focus away from Paid Media Insert own website link to retail sites? Online Initiatives/ Email Promotions

Pepsi IPL Great Indian Catch

ü  Use of gaming and social media ü  Utilized Google maps and Facebook

Check-In functions

Pepsi IPL Great Indian Catch- Explained using CDJ

Build Interest

Visibility: Users logged into Pepsi(retailer’s) site

Online initiative Online advocacy

People inviting friends to play

Participation in this online contest

What they see?

What they do?

What they say? Taking action

Control

Re

ac

h

Changing Impact of Media

Owned Media Engages Customers

Paid Media Drives Traffic

Earned Media Builds Loyalty and Trust

The ART of STORY-TELLING

Synchronization Across all Media

Owned Paid

Earned

THE NEW ROLES OF MARKETING

New roles of marketing

ORCHESTRATOR •  Multiple consumer touch points

•  Need to coordinate between channel

•  Manage §  Marketing communication §  Customer service §  Market research §  Product literature design

PUBLISHER & CONTENT MANAGER •  Ever-escalating amounts of content

•  Enhanced consumer experience

•  Need of effective coordination

New roles of marketing- cont’d

New roles of marketing- cont’d

MARKETPLACE INTELLIGENCE LEADER •  Huge inflow of data from multiple sources

•  Data goes not just to the marketing dept.

•  Data used by multiple functions of the organization to make best use

•  Usage of analytics for consumer insights

Roles of Marketing Examples in Indian Context

Cadbury’s Song of Sisters

ü  A c a m p a i g n w h e r e s i b l i n g s c o u l d s h a r e messages

ü  Content was managed across: ü  Social media channels ü  Google search ü  Google content

ü  Not only hit the customer sa t i s fac t ion bu t a l so managed it across the channels

Orchestrator &

Publisher

Nike: Biggest Analytics Consumer

ü  Nike is one of the biggest analytics consumer in India

ü  Data through Facebook is consumed by: •  Marketing •  Finance •  Supply chain

•  Forecasts are generated on the basis of online test pilots

Intelligence Leader

LIVE CASE ON DIGITAL ERA MARKETING OF CHEVERA SUNGLASSES

www.cheverafashion.com facebook.com/cheverasunglasses

ORCHESTRATOR

FB Page Website

RESULTS

From Customer Engagement to ADVOCACY

Post Purchase

Advocacy

100+ selfies posted in 2

days

Increase in Likes from 512

to 789 in 3 days

150% Online Sales Increase

HELPS MARKETERS UNDERSTAND WHAT CUSTOMERS ARE DOING ON THE COMPANY PAGE

TAILOR THE BANNERS/POSTS ACCORDINGLY

REDIRECT THEM TO ONLINE STORES

MORE SALES PER DAY

Marketing Intelligence & Engagement Statistics

Easy compare/buy

Low price range sunglasses -> Customer engagement -> Multi marketplace presence -> Multi touch points

All that was needed was to direct customers to relevant e-commerce sites

DIGITAL MEDIA MARKETING HELPED IN ACHIEVING A GOOD BRAND IMAGE AMONG TARGET

CUSTOMERS IN A SHORT TIME

Current Sales Figures hover around 40-50 per day and the future of sales seems sanguine

TAKE BUYERS WHERE THEY ARE WILLING TO GO

Website with buying options Amazon – the trusted marketplace

•  The Internet has drastically changed how consumer’s interact with brands –  Change is in touch points wherein they are most open to influence

and how one can interact with them

•  The Consumer Decision Journey – Consider, Evaluate, Buy and Enjoy, Advocate, Bond

•  Funds should be allocated NOT across media BUT across stages in CDJ

•  New Roles for Marketing – Orchestrator, Publisher & ‘content supply chain’ manager, Marketplace Intelligence Leader

Let’s Recap

Thank You J