1. Digital Workshop Learning
- Flow
Our opinion/understanding
Evolving consumer eco-system
Challenges of the marketer
Content v/s Context (Effectiveness)
Tools(Digital analytics/behaviour)
Decoding Applications
Conclusions

2. Our Understanding of the
Digital World

3. “Inexpensive Media”
How many people “Share”
“What ever is
online is digital”
“Createan ad and put it on
Facebook…
Twitter…..Youtube”
How many people “Like” it!
How many “followers” do I have?

4. world of today’s consumer 
Our World

5. Our Consumer has evolved

6. The way they communicate

7. The way they Shop

8. The way they Travel

9. The way they relax

10. Even The way they Choose a Life
partner

11. hence…….our evolved consumer
is….

12. Always connected

13. A Multi-tasker
Simultaneous Consumption of various media instead of
sequential consumption

14. More powerful
Because of the simultaneous two-way communication!......You
cannot take consumer for granted anymore

15. These consumers ACT as
evangelists
They are always ….observing…sharing…exchanging….making
opinions…and hence influencing everyone on the go!!!

16. Challenges of the
marketer
Evolving consumer
-Consumption of content

17. Challenges of the
Evolving consumer
marketer
-Consumption of content(Video: Native v/s immigrants)

18. Challenges of the
marketer
Evolving consumer
-Fast paced lifestyle/Digital hyper
tasking
-Growing disposable income with the
young & restless

19. Challenges of the
marketer
Evolving consumer
-Abundant choice/influences->Demanding->Discerning->Loyalty is history(I flirt with
brands)

20. Challenges of the
marketer
Evolving media/eco system
-Media fragmentation
-(Relevant) Content
-Regional/Special interest

21. Challenges of the
marketer
Evolving Media lifestyle
-Cheaper smartphone/internet
-D2H Television
-Crowdsourcing/UGC
-Crowd funding e.g. Public funded
cinema(I am)

22. Engagement is
now…digital is now
Digital Darwinism
-Surrounded by smart technologies(GPS Navigation/Mobile gaming/Travel or
Food applications/Online music)
-Data travel fast and can be stored
-Multiple choices for consumers for consuming content
-Change is influenced by consumers, not by engineers. Change or perish e.g.
Microsoft(Windows 8), BB, Publications(Online edition),SBI(Online),
Convergence-> One screen for each

23. Engagement is
now…digital is now
Video: Social Media
Revolution

24. Digital/Mobile is the
panacea
Retail landscape being fragmented in India,
distribution has always been a challenge

25. Effectiveness of digital
media…..abroad
West have already hooked to the digital era-
Global examples: Nike+ sweat bands(Brand
currencies)
Amazon to beat Walmart as the world’s biggest
retailer by 2017
Appcessories: Google glass, Apple iWatch & Nike
Fuel band

26. Effectiveness of digital
media…india
India is not immune to global consumers
Brands(in India) who have exploited
-Idea(Paperless transaction/Stop cutting trees)
- Naukri.com/Monster application(Mera pass maa hai)
-Axis bank progresstogether.com
-Airtel Shazam integration
-Even UPA is reported to launch an e-paper(130.6 million mobile
internet users expected by March 2014 by Iamai)
-Airbnb
A few marketers(Coke/Microsoft/Airtel/Axis Bank) is testing
water

27. Digital Tools
Which will help us understand the
digital world in a better way

28. Why do we need tools?

29. Know more… 5ws

30. Know more…how?

31. Know more… about your users!
(Behavior)

32. do more… to Know more… (use tools)
Google Analytic TweetFeel
SpyFu Google Trends
FB Insights Alexa
Social Bakers Google Insights
Compete Addict-O-Matic
QuantCast BrandTags

38. Decoding Application

39. what’s the taKe away
• Digital is NOW!!!
• Content Vs. Context
• Relevant Communication is what matters
now
• Return on Investment/Measurability
• Not Cheap!
• Real time Research
• Digital is not just another Adaptation