Brand Building Through Digital

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Vivek Bhargava

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Brand Building Through Digital

  1. 1. BRAND BUILDING THROUGH DIGITAL Vivek Bhargava MD – iProspect Communicate 2
  2. 2. WE ARE LIVING IN THE DIGITAL AGE It is not about Digital Marketing anymore… 2
  3. 3. Digital Community Building / Customer engagement Information dissemination Customer Acquisition Consumer Insights / Market trends and product development Brand Building Online reputation management and PR 3 THE DIGITAL LANDSCAPE
  4. 4. Summary of 15 years
  5. 5. Dual role of digital Digital
  6. 6. Measure offline results of digital
  7. 7. Connect Offline Online
  8. 8. Take a compass and start your journey
  9. 9. Fire Bullets then a Cannon Ball
  10. 10. Limit Paid Media to 65 % of total costs
  11. 11. Plan for a Web Presence
  12. 12. Treat your Digital Partner as a Sherpa
  13. 13. Be Platform and Device Agnostic
  14. 14. Time for Digital to go Physical
  15. 15. Time for Multilingual
  16. 16. Digital as a Catalyst
  17. 17. Criticality of Content Creation
  18. 18. Try and set a single goal
  19. 19. Digital Fitness of the organization
  20. 20. BUILDING BRANDS THROUGH DIGITAL
  21. 21. Persistent question for 15 years !
  22. 22. 5 years back – NO Today – Resounding YES !
  23. 23. What changed ?
  24. 24. Adwords – sort of birth of Digital Advertising
  25. 25. • Remove Flaws of conventional advertising  Measurement  Inability to Target Intent  Rate Card Based Pricing • Solution  Improve measurement  Target Intent  Auction Based Pricing FOCUS OF ADWORDS
  26. 26. 1. Reach? 2. Frequency? 3. Duration of Ad Unit Exposure? Five years back Digital was not engineered to deliver the above benefits… Today it is. WHAT ABOUT THE BENEFITS ?
  27. 27. • Reach = 120 + Million internet users, 800 million mobile subscribers • Frequency = technologies such as remarketing, social media advertising • Duration of Ad unit exposure = social media, video advertising, Apps However digital continues to retain all the other benefits, thus a more effective platform / medium to BUILD BRANDS DIGITAL AGE
  28. 28. The need for a new approach ?
  29. 29. • Maximise Efficiency rather than minimise waste • Ability to reach Niche Audiences • Pricing is auction based • Ability of the medium to have Individual Communication based on interest, psychographic • Optimization is possible due to quick response DIGITAL VS CONVENTIONAL ONLINE ADVERTISING VS TRADITIONAL OFFLINE
  30. 30. Content can influence the price of advertising KEY DIFFERENCE
  31. 31. Tenets of the approach
  32. 32. END OF SEC A, B – IDENTIFY PRECISE TG FOR YOUR BRAND / PRODUCTS Tenets of the approach
  33. 33. WHY SEC IS IRRELEVANT? Loop Mobile Users - example Mumbai Entertainment professionals College Students People with 2nd homes near Mumbai Blackberry Users Social Media users on mobile ….
  34. 34. • How to for latest mobile OS – Example • How to for learning social media from user point of view • Jokes on Friends • Jokes on other Cities as compared to Mumbai- two friends on phone… • MGM plan explanation – White Board Animation - Example VIDEO CONTENT FOR THESE USERS
  35. 35. MINIMAL ADVERTISING IN THE AD UNIT – CREATIVE BASED ON INTENT AND CONTENT Tenets of the Approach
  36. 36. • AD unit to focus as a hook • Drive traffic to content on destination platforms • Communicate benefits of the services on the destination platform / App etc • Lead engagement to action NO ADVERTISING THROUGH ADS
  37. 37. CONTENT AS THE SPINAL CORD OF THE APPROACH Tenets of the Approach
  38. 38. • UGC, Video, SM Apps, Mobile Apps • Content Creation based on Analytics and Trends • Organic and Media Cost Benefit of Content CONTENT STRATEGY
  39. 39. WEB PRESENCE INSTEAD OF WEBSITE Tenets of the Approach
  40. 40. DISTRIBUTE CONTENT THROUGH THE WEB
  41. 41. MEASUREMENT OF THE ENTIRE AIDA CYCLE Tenets of the Approach Action Desire Interest Awareness
  42. 42. INVEST 30 % OF THE BUDGET INTO NON PAID MEDIA ENDEAVORS Tenets of the Approach
  43. 43. • One needs to create Content for hundreds of Target Audiences • Customized Creative based on the Audience and Intent • Cost of Analytics and Measurement • Costs of Optimization • Costs of Managing Web Presence • Costs of Managing Multiple Partners • Education of Internal Stakeholders WHY CHANGE THE SPEND RATIO?
  44. 44. • Awareness - Impressions / Video Views / Pages views / Time Spent on Web Presence • Interest - Quote generated, Prices Compared • Desire – Filled up Lead, requested Call Back • Action – Bought the Product, Test Drive • Engagement – Cross Sell / Upsell / Advocacy MEASUREMENT
  45. 45. • Niche TG – thus min wastage • Increase impression share from audiences that deliver maximum ROI • Relevant Creative reduces Media Costs • Creation of Intellectual Property • Branding leading to Sales BENEFITS OF THIS APPROACH
  46. 46. EXAMPLE - DSPBLACKROCK
  47. 47. • Psychographic – Long Distance Running • Content – How to Run • Branding – Your Partner for the Longer Run • Distribution – YouTube, Yahoo videos, Mobango, Fitness Blogs etc. • Non paid Media – Tweets, FB updates • Paid Media – Promoted Video, PPC etc . EXAMPLE – DSP BLACKROCK
  48. 48. • The approach requires a lot more effort, but will deliver tremendous value 67 WHAT WE HOPED TO ACHIEVE
  49. 49. 71 THE SPEAKER IPROSPECT COMMUNICATE 2 Vivek Bhargava Managing Director iProspect Communicate 2 @vivekbhargava

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