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Changing Role Of Marketing: New Challenges & Opportunities
Changing Role Of Marketing: New Challenges & Opportunities
Changing Role Of Marketing: New Challenges & Opportunities
Changing Role Of Marketing: New Challenges & Opportunities
Changing Role Of Marketing: New Challenges & Opportunities
Changing Role Of Marketing: New Challenges & Opportunities
Changing Role Of Marketing: New Challenges & Opportunities
Changing Role Of Marketing: New Challenges & Opportunities
Changing Role Of Marketing: New Challenges & Opportunities
Changing Role Of Marketing: New Challenges & Opportunities
Changing Role Of Marketing: New Challenges & Opportunities
Changing Role Of Marketing: New Challenges & Opportunities
Changing Role Of Marketing: New Challenges & Opportunities
Changing Role Of Marketing: New Challenges & Opportunities
Changing Role Of Marketing: New Challenges & Opportunities
Changing Role Of Marketing: New Challenges & Opportunities
Changing Role Of Marketing: New Challenges & Opportunities
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Changing Role Of Marketing: New Challenges & Opportunities

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Care about learning 'Changing Role Of Marketing: New Challenges & Opportunities'. You will find this deck presented by Sanjay Mehta, Jt. CEO, Social Wavelength during Digital Marketing Webinar for …

Care about learning 'Changing Role Of Marketing: New Challenges & Opportunities'. You will find this deck presented by Sanjay Mehta, Jt. CEO, Social Wavelength during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/

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  • 1. Sanjay Mehta Digital Marketing Webinar Changing Role Of Marketing: New Challenges & Opportunities Aug 8, 2014 | Sanjay Mehta (Jt. CEO, Social Wavelength) www.digitalvidya.com
  • 2. Sanjay Mehta Three key thoughts for Marketing 1. CHALLENGES OF TRADITIONAL MARKETING 2. NEW WAY: MARKETERS NEED TO LISTEN UP 3. THE NEW MARKETING MODEL, AND THE CHANGING ROLE OF THE MARKETER
  • 3. Sanjay Mehta • You have a product or service to sell – you need to market – you need to reach your prospect with your communication • Traditional ways have been advertising, direct marketing, PR, etc. • More specifically, print advertising, TV ads ($$), hoardings • PR largely meant, building relationships with journalists • Direct Marketing: Emails (spams?!), telemarketing (how we hate those?!) and mailers (junk?) • Would need budgets and yet, not very effective in changing times • Even so, many companies use these and are dependent on these
  • 4. Sanjay Mehta First the e s usi ess, the the usi business, then advertising. Is there any i dustry that I get i ol ed i that does ’t get destroyed y digital te h ology? - Andy Nibley, who has led Reuters, Universal Music and ad agency, Marsteller
  • 5. Sanjay Mehta • Digital Te h allo s lie t s ulti ate fa tasy, usto ize spe ifi essage to the spe ifi o su er, at the spe ifi o e t • It s also a arketer s ight are • The iro y is that hile there e er ha e ee ore ays to rea h o su ers, it s e er ee harder to o e t ith o su ers! • Death of mass marketing is death of lazy marketing • 200 Old Spice videos made in 48 hours; more work for less money • Controlled, one-way message is now a dialogue with millions • The power of the advertiser is rivaled now, by user influence
  • 6. Sanjay Mehta • Brands choosing to work with specialist digital, PR, social media age ies, rather tha ge eralists: looki g for the right skills • Tech challenges to what was once considered an expensive art form, e.g. creating a video (< $2K) or media planning (web ads?!) • Creativity is not that exclusive – how about crowdsourcing ideas?! • Kraft orked ith Ge ius‘o ket for o e of it s ra ds: – Against millions to agencies for one spot, got 7 spots for $40,000 – Also syndicated to web platforms for tracking, testing, sentiment analysis – For agency to be cutting edge, high overheads; GeniusRocket is a lean team
  • 7. Sanjay Mehta Why are so a y arketi g a paig s ra d-destroyers and money-losers? Why is ra di g e o i g a de alued asset, hose retur s are d i dli g it ess Google uildi g the orld s ightiest brand with barely a penny of orthodox marketing expenditure)? Why do people and communities exact steeper and steeper discounts, price-cuts, and margin-crushing concessions from the beleaguered, besieged companies once known as the masters of the universe? The half-life of companies is shrinking and the weary practice known as arketi g, addi g little to o real alue, see s po erless to help. A strong condemnation of marketing as it stands today, by UmairHaque (HBR)
  • 8. Sanjay Mehta • A out pushi g produ ts do • Already o erstuffed gullets of o su ers • By targeti g essages pa ked ith i agi ary e efits • I gra d a paig s that ake o er lo pro ises • “ee this eer? It s goi g to la d you a girl of your drea s! • Curre t arketi g is a out talki g dow to your usto er
  • 9. Sanjay Mehta What Listening Up is NOT: • Stalking your customers to find their moments of weakness • Focus groups and differentiation • Data mining and then some more! • The UP is important: having dialogues about what really betters lives of people, their standards of living, and then finding real ways to make it happen for them
  • 10. Sanjay Mehta • Genuine talk with customers – not just about their wants and needs, but also about their hopes, fears, opportunities, threats, achievements, regrets; find ways to give long term fulfillment • Empowering more people in organization to talk to customers, not just the powerless cashier or customer service rep; org change! • Letting your critics rip at you – and listening to them; empowering people to be heard, instead of shouting them out • Investing not just in market research, but in people • Asking questions that matter – and being tough to face the music
  • 11. Sanjay Mehta New Model, New Role
  • 12. Sanjay Mehta
  • 13. Sanjay Mehta CONSIDER EVALUATE BUY ENJOY ADVOCATE BOND THE LOYALTY LOOP
  • 14. Sanjay Mehta CONSIDER EVALUATE BUY BOND Allocations not just about media (TV/Print/Radio etc) but about consumer touch points! Pro ide for o - ork udgets like reati g, o itori g o ed a d ear ed edia spa es!
  • 15. Sanjay Mehta Marketer as the Orchestrator: in charge of all Owned Media – in addition to traditional and digital marketing, also manage customer service, product literature design, product registration, warranty programs, etc. Marketer as publisher, content supply chain manager: Tons of content being produced by brands and for brands – owned and earned media; marketing to take charge Marketplace Intelligence Leader: From Google Analytics to Social Media Mo itori g data, the i sights ust reside ith arketi g hat the usto er says / does, et .
  • 16. Sanjay Mehta THANK YOU Sanjay Mehta Joint CEO, Social Wavelength smehta@socialwavelength.com +91-98200-40918 @sm63 Acknowledgements: The Future of Advertising – Danielle Sachs Marketing Can Do Better – Umair Haque Branding in the Digital Age – David Edelman (HBR)
  • 17. Sanjay Mehtawww.digitalvidya.com Found It Useful? Join upcoming Digital Marketing Webinar live! http://www.digitalvidya.com/webinars/

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