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Digital Marketing

  1. DIGITAL MARKETING Author: Avi Chand Company: Avi Chand Marketing Phone: +91 99990 57404 Email:
  2. Marketing Fundamentals • American Marketing Association (AMA) Definition – • Organizational Function, a set of processes for creating, communicating, and delivering VALUE to customers + managing customer relationships in ways that benefit the organization and stakeholders
  3. Marketing 1.0 to 4.0 – Kotler et al. • 1.0: Product Driven Marketing • 2.0: Customer-centric Marketing • 3.0: Human-centric Marketing (Storytelling) • 4.0: Technology-mediated Human-centric Marketing
  4. Technology is converging • As technology evolves, different technological systems evolve towards performing similar tasks • Digital convergence: Convergence of 4 industries into one conglomerate: Information Technology, Telecommunications, Consumer Electronics, and Entertainment • Voice, telephony, data, productivity applications, and video share resources • Telecommunications Convergence: Data and Voice • Media Convergence: Interlinking of computing and other information technologies and media content
  5. Digital Media Spaces • Internet is the new living room / town hall / central park • Platforms that offer multiple, converged benefits to users • Users obtain products, services, information, experiences (decision making happens in spaces) • Peer-to-peer behavior, democratized, neutral • Brands are also netizens; face curated content consumption • Facebook, Amazon, eBay, Airbnb, Google …
  6. New Trends (in Digital Media Spaces) • Sharing economy: peer-to-peer access to resources (Uber, Airbnb, Car sharing, Travel sharing) • Now Economy • Omni-channel Integration • Content Marketing • Social CRM
  7. Now Economy • Connected devices will be everywhere, not only in houses, vehicles, and factories • User experience is getting unified: “discover -> buy -> use -> get care” cycle as single touch point across applications and devices • The future of computing is at the edge: data crunching will happen on devices that intersect with the real world, not in the cloud. Technology advancements and business need drive this trend • Service differentiation will be in the content, not the network. Telco companies see this and make strides in this direction.
  8. Omni-channel Integration • Cross-channel Content Strategy • Used to improve customer experience • Communication channels are orchestrated to cooperate rather than work in parallel • More efficient than single channels or multi-channel • Used in Finance, Healthcare, Government, Retail, and Telecommunication Industries
  9. Content Marketing • Strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action • Webinars, Ebooks, Blogs, Social Media, Info-graphics • Idea is to educate and inform customers rather than hard- sell them • (Product, Service, Information, Experience)
  10. Social CRM (Customer Relationship Management) • Fusion of social media and customer relationship management • A philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics • Designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment
  11. Marketing Convergence • Technology convergence will lead to a convergence between digital and traditional marketing • Creation-Communication-Delivery of Value becomes more personalized and collaborative • People want high-touch in a digital world (spaces) • Social media  Increasing personalization in goods and services as customers “collaborate” with brands • Big Data  products become more personalized and services become more personal
  12. Marketing Convergence • Creation-Communication-Delivery of Value becomes more personalized and collaborative • Marketing should adapt to the changing nature of customer paths (through digital spaces) in the digital economy (as opposed to AIDA) • Role of marketers: To guide customers through the journey from awareness to advocacy, keeping in view customer paths
  13. Marketing 4.0 • In essence, Marketing 4.0 describes a deepening and a broadening of human-centric marketing to cover every aspect of the customer's journey, given the context of technological and marketing convergence, and the rise of digital spaces
  14. Dynamics of Digital Media Spaces • Power shifts to the connected customers • From Vertical, Exclusive, and Individual to Horizontal, Inclusive, and Social • Internet has brought connectivity and transparency and power shifts
  15. From Vertical Powers to Horizontal Forces • Companies such as Microsoft and Amazon had to acquire smaller, yet more innovative companies like Skype and Zappos • People go to Twitter for breaking news from citizen journalists as opposed to a large network like CNN • In the 13 – 18 age group in the United States, YouTube celebrities are more popular than Hollywood celebrities • Wall street financiers were shaken by the Occupy Wall Street movement • Power lies not with individuals but with social groups and communities. People discover and share
  16. From Vertical Powers to Horizontal Forces • Customer communities have become ever more powerful and vocal; they share stories, good and bad, about brands • Random conversations about brands are now more credible than targeted advertising campaigns • Social circles have become the main source of influence, overtaking external marketing communications • Customers tend to follow the lead of their peers when deciding which brand to choose • Innovation is horizontal; the market supplies the ideas, and companies commercialize the ideas.
  17. From Vertical Powers to Horizontal Forces • Most customers believe more in the f-factor (friends, families, Facebook fans, Twitter followers) than in marketing communications • The trend has spurred the growth of communal rating systems such as TripAdvisor and Yelp • Brand should no longer view customers as mere targets • A relationship between brands and customers should no longer be vertical but instead it should be horizontal. Customers should be considered peers
  18. From Exclusive to Inclusive • The disruptive innovations across business sectors have brought cheaper and simpler products to the poor, formerly considered a “non-market.”. Example: Aravind Eye Care’s Cataract Surgery for $16 • With reverse innovation, new products can be developed and introduced in the emerging markets before being sold elsewhere. • Example: GE's Mac 400, a portable battery-operated electrocardiogram machine, which was designed to serve rural villagers in India
  19. From Individual to Social • Given the connectivity we live in today, the weight of social conformity is increasing in purchase decisions • Customers care more and more about the opinions of others. They also share their opinions and compile massive pools of reviews • Together, customers paint their own picture of companies and brands, which is often very different from the image that companies and brands intend to project • Customers are paying more attention to their social circle in making decisions. They seek advice and reviews, both online and offline
  20. The Connected Customer • As opposed to being “isolated” • Young, urban, middle-class, aspirational, recently moved to big cities, embracing urbanization, strong mobility • Specifically true of emerging economies • In-store purchase decisions are based on online research on price and quality • Being digital natives, they can make purchase decisions anywhere and anytime, involving a wide range of devices • Despite their internet savvy, they love to experience things physically
  21. The Connected Customer • They value high-touch engagement when interacting with brands • They are also very social; they communicate with and trust one another • They trust their network of friends and family more than they trust corporations and brands
  22. The Connected Customers • Don’t see connectivity simply as technology – it is an attitudinal shift that transforms customers; so is a strategic shift for marketers • Google research shows that eight out of ten smartphone users in the United States do mobile research in-store • When watching television advertising, more than half of the TV audience in emerging economies conducts mobile search
  23. The Connected Customers • At a strategic level, marketers must pursue more than just mobile connectivity; they should pursue “experiential connectivity” • Internet is used to deliver a superior customer experience in touchpoints between customers and brands • The ultimate level is social connectivity, which is about the strength of connection in communities of customers
  24. The Connected Customer • Online Interaction vs Offline Interaction: Online will not replace offline because customers seek high-touch because connectivity is not merely a technology, it is human behavior • Zappos, an Amazon acquisition, is a major online shoe retailer – they use personal call center interactions to help customers make purchases • The characters of the new customers prompt us to realize that the future of marketing will be a seamless blend of online and offline experiences across customer paths
  25. The Connected Customers • Informed Customer vs Distracted Customer: Connectivity also means customers are distracted by opinions of others – and not open merely to the marketing communications of brands • Thus, marketers need to convert current customers to advocates • “Word-of-Mouth” is very important and needs to be managed as part of marketing communications
  26. Marketing 4.0 – three themes • An approach that combines online and offline interaction between companies and customers • Storytelling moves to digital spaces in a world of connected customers • Digital interaction alone is not sufficient. In an increasingly online world, offline touch represents a strong differentiation • Marketing 4.0 also blends style with substance. In an increasingly transparent world, authenticity is the most valuable asset
  27. Marketing 4.0 – three themes • Finally, Marketing 4.0 leverages machine-to-machine connectivity and artificial intelligence to improve marketing productivity while leveraging human-to-human connectivity to strengthen customer engagement
  28. Marketing 4.0 • From Segments to Communities • Naturally formed by customers within the boundaries that they themselves define • Will reject a company's attempt to force its way into these webs of relationship • STP should be made transparent to customers
  29. Marketing 4.0 • From Brand Positioning and Differentiation to Brand Clarification of Characters and Codes • With disruptive technologies, shorter product life cycles, and rapidly changing trends, a brand must be dynamic enough to behave in certain ways in certain situations. • What should remain consistent, however, are the brand characters and codes. • The character is the brand's raison d'être, its authentic reason for being.
  30. Marketing 4.0 • From 4Ps (Product, Price, Place, Promotion) to 4Cs (Co- creation, Currency, Communal activation, and Conversation) • Co-creation: involving customers early in the ideation stage, • Dynamic pricing: possible due to big data analytics • Communal activation: Peer-to-peer production / sharing • Conversations: Mutually beneficial exchanges
  31. The Customer Path / Journey Image Source:
  32. The Marketing Funnel Image Source:
  33. Tools and Technologies Image Source: Used with permission
  34. Names and Logos • All brand names and logos used in the presentation are property of their respective owners