BRANDING IN THE DIGITAL AGE Presented by: Group 1 Section A Shivangi | Nakul | Swapnil | Shubhanka | Shweta
Aug 17, 2015
BRANDING IN THE DIGITAL AGE
Presented by: Group 1
Section A
Shivangi | Nakul | Swapnil | Shubhanka | Shweta
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
In the digital age, more importance should be given to “Evaluate” & “Advocate”
Word of mouth is the most important criteria to a buying decision
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
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
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