Brand Management_Section A_Group 3

Branding in the

Digital Age

Group 3

RosaliniHetvi HimanshuNehaSayantanHarsh

You are spending your money in the places

Agenda

•Digital India in a snapshot•Reasons for need to shift focus •Digital Media Landscape• Taking Action•Changing role of Marketing•Branding in Digital India: The shift

Digital India in a snapshot

Change in Consumer Behavior

“Then” “Now”

Consumer Decision Journey : Transformation

Brand Consideration Set : Transformation

Digital Media Landscape

Digital Presence

Website

Social Mobile

Mobile app

Blogger outreach

Search & Display

Content Marketing Gamification

Owned Media

Earned Media

TAKING ACTION

Customer Experience Plan

Post Purchase Touch-points

Impact of Online Reviews

NEW ROLES FOR MARKETING

Orchestrator

Coordinating communication on consumer touch points such as Website, Packaging, Customer Service

Publisher or “Content Supply chain” Manager

LG Content Management

Marketplace Intelligence Leader

Organizations are Making the Change

BRANDING IN DIGITAL AGE: THE SHIFT IN THE INDIAN

CONTEXT

Product: Godrej Hair Color

Video sponsored by Godrej

Services: Baby Center Community

People: Khana Khazana To Sanjeev Kapoor App

Event: Fantasy Leagues (IPL/EPL)

Place: Gujarat Tourism

Ideas: Digital India, Idea Internet Network

Summary

• Block the Funnel Metaphor• Consider – Evaluate – Buy – Enjoy, Advocate, Bond• Design a Customer Experience Plan• Evolving roles for Marketing

References

•statistica.com•Iplt20.com•community.babycenter.com•Storypick.com•Scoopwhoop.com•Facebook.com•HBR article