Technology marketing it is all about engagement

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TECHNOLOGY BRAND MARKETING is NOT ABOUT BRAND COMMUNICATION but about BRAND EXPERIENCE .....

TECHNOLOGY BRAND MARKETING is NOT ABOUT BRAND COMMUNICATION but about BRAND EXPERIENCE .....

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  • 1. Engagement Marketing
  • 2. BEGIN THE EXPERENTIAL REVOLUTIONENGAGEMENT MARKETINGENGAGE | EXPERIENCE | ENHANCE | EMOTE
  • 3. From Modest Standard of Living to Comparative WealthFrom Local Brands to International BrandsFrom Mainstreet Shopping to Shopping MallsOver the last decade…India has changed
  • 4. India..Is poised Economy A YOUTH ECONOMY – Half of India is below 30 (West Europe & US put together) RIGHT INDICES - Population growth is slowing/ Literacy is rising/ poverty is declining Consumerism SHARE OF WALLET – Set to jump on Communication from 2% to 6 % by year 2025 INTERNET GROWTH – @ 7th position in internet usage/ Top 10 on Twitter Usage TECHNOLOGY - is more accessible/ willing to experiment. admires and appreciates Retail SEEKING UPGRADATION - Categories like Durables/ Technology/ Auto / FMCG etc Media YOUNG MINDS - liberated India has found its competitiveness in knowledge economy LANGUAGE POWER - India has world’s largest number of English speaking population Communications Technological change has been the key driver in allowing Indians to access information, communicate, be entertained & transact wherever and whenever they want.
  • 5. Drive Heightened Brand Experience Approach each Technology Key Segment differently Driver BRAND LEADERSHIP IN EXPERIENCE Create Experience At Impact Driven Each Touch Point Approach Build Value Added Relationships Build relationships at each contact-point vide usage of technology
  • 6. Planned Throughput : Build Leadership thru coherent experience ü  Connect with youth and drive brand experience Objective ü  Own Smart Phone Experience space and Drive VAS Up-selling The Approach KNOW SEE FEEL KNOW Educate / Inform Mass Media SEE Visibility Multiple Touch FEEL Engage Points Experience FEEL There is a bigger opportunity to engage with customers by harnessing combination of all the channels now available, giving customers more compelling reasons to engage. Put the customer in Match & Connect Passive Penetration Be Involved and control Captivate TG for the Brand drive business
  • 7. Technology Convergence Wi-Fi Blue Casting TOUCH KIOSK TOUCH TABLE TOUCH SCREEN TVE Book Reader VAS KIOSK SMART PHONE RFID TABLET PC TECHNOLOGY INTERFACE MULTI-FUNCTIONALITY
  • 8. Youth Engagement Strategy City Cab VAS Carts Shatabdi Smart Phone Outlets Offices Modern Trade / Organized Retail Digital Engagement Shopping Malls & Multiplexes StoresYouth Hangouts CCD/ Baristas High End Market Places Aircraft& Lounges Highway Dhabas USE TECHNOLOGY SELF HELP/ PROMOTER TO ENGAGE DRIVEN SMART PHONE EXPERIENCE VAS PRODUCTS UPSELLING
  • 9. Touch Points and Engagement Technologies • Tablet interface as Menu Tablet PC •  Wi- Fi Powered Interactivity CCD s & Barista • Interactive Touch etc Screen Shatabdi Video Kiosk •  Video Call • Interactive Touch Highway & Screen Demonstration Metros Video Kiosk •  Video Call Demonstration • Interactive Touch Smart Phone Screen Smart • Interactive Touch VAS Kiosk •  VAS Dispensing Phone + Cabs & Screen Car Touch Toll •  Tap RFID Screeen Station Outlets VAS Up-Selling Technology • E Book Readers • Interactive Touch Airport served In-Flight Experience Screen COCO – & • Wi-Fi Lounges Wi-Fi Zone •  Play with Mobile s Lounges & • In-flight On Screen In-Flight Play Zones and Screen Offers Interacts Malls Wi-Fi Zone/ • Wi-Fi Zone • Interactive Play / LCD Kiosk Engagement Zones
  • 10. Technology & Engagement Point Youth High Velocity Traffic Retail Shatabdi & Airport- Malls & Highway- Smart Phone CCDs/ Barista City Cabs COCO s Metro Lounges Cineplex Dhabas Outlets Technology Touch Screen P E Book Reader P Tablet P In Flight P Digital Menu P TAP (RFID) P P Wi Fi P P P P Kiosk P P VAS Cart P Video Kiosk P P LCD Experience P
  • 11. Marriage of Smart Phone and VAS The Touch Screen at the Smart Phone Outlet Engage the Consumer by demonstrating the VAS and Content which will deck up the smart phone. From Demo to dispensing of VAS APP s and KRO s acts as the experience and VAS dispensing outlets §  The compact kiosk at the Smart Phone outlet with the smart promoter demonstrating the Power of Aircel VAS. Paint your mobile with rich content. Features of Compact Kiosk :- a)  Home Screen Welcomes to Engage with the Kiosk b)  Home Screen has the Top Apps to paint your mobile c)  Inner Screen takes the guiding tour of the Apps The Compact Future with the Compact Kiosk :- Kiosk a)  Selling VAS through the Kiosk b)  Understanding the consumer profile c)  Customization of the screen basis the consumer and connect with the profile APP and KRO Experience Zone §  Compact Kiosk = VAS and Experience Dispensing element §  Handset and SUK are showcased as the element at the APP and KRO s The Expected Resultant :- §  From Ice Cream Parlor or Apps Parlor- Youth Hang-out destination §  Retail and Brand Differentiator for channel and consumer The Technology Leadership with Dispensing of VAS at the
  • 12. Multitouch and Engagement at COCO s The Engagement at COCOs Play-Zones and Interactive Screens to deck up the Smart Phones with VAS §  Multi Touch Screens to Engage Consumers at the COCO s §  Features of the Devices and Services are showcased Play & Engage §  The Screen POP s the message and initiates §  Play and Engage interaction §  Face Recognition Technology to Interact §  The Demo Tour to the Various Apps §  Customization of Services §  The Engagement with Games and Interactions §  Multiple Experience and Engagement at the Store §  The Power of Customization with Mera Wala Apps §  Tech Space for People to InteractSmart Interactive Multitouch Interface which drives Imagery from Customization
  • 13. The Video Kiosk at the Airport The Service Engagement with Human Face The Face of Technology to service the hi-profile consumers at the Airport The Video Kiosk has the Web Cam which has the Home Screen which connects the person to Call the Call Centre and when the person connects the kiosk connects to the call Centre executive on the other side Features of Compact Kiosk :- a)  Home Screen Welcomes to Engage with the Kiosk b)  Home Screen guides to connect with the call centre executiveThe Video c)  The call centre executive is connected at the other end and addresses the request Kiosk Future with the Video Kiosk :- a)  Selling Prepaid Connections with the Kiosk b)  Offer Products basis the expected requirement c)  The credit card transaction with the document submission and validation The Expected Resultant :- §  The Human touch of the Call Centre – Technology brings Face to the Voice §  Brand connect with the technology and demonstration of the video services The Demonstration of Services with the Customer Care Delight
  • 14. The Apps at the Kiosk The Apps :- Content and its Bridge The Interface of the Kiosk which is the connect of the Consumer with the VAS Features of Apps :- a)  The Apps connects on real time basis the main server and refreshes the links b)  The Apps is the Interface with the Content and the Kiosk c)  The Reports of profiling are generated and monitored The Apps at Future of the Apps :- the Kiosk a)  Helps in Suggestive Selling of the Prepaid and Postpaid Products b)  The Expected Resultant :- §  The Apps showcases the Content at the Kiosk The Apps is the Layer of Interaction with the Content
  • 15. The Technology Connect at the Youth Domains The Technology Face of the Brand Menu Interface Powered by Special Apps The Digital Menu at Youth Hangout Places connects the BRAND with the technology Features of Digital Menu :- a)  Home Screen of the Digital Menu powered by BRAND The Digital Menu b)  The Screen has the Latest VAS from BRAND and displays the menu Screen @ c)  The Apps interface helps in selection of the order and orders on-line CCD Future with the Engagement with Youth :- a)  Fashion Bars have the Digital Augment Realty mirrors helping with the right fashion b)  Music Bars having the Digital Apps touch window which helps in selection of the music c)  The Pubs and Libraries have the Apps interfaces which are powered by BRAND The Expected Resultant :- §  The Lifestyle Change by the Innovator brand §  The Early Adaptors through word of mouth spread the buzz as the technology innovator brand The Brand association as the Apple of the Telecom Operator Services
  • 16. VAS Cart at the Catchment Democratization of VAS Enhance the VAS reach by taking it to every nook and corner of the city Where the Catchment is there is VASThe VAS VAS Carts are deployed to disseminate information on VAS and dispense VAS at the Cart catchment Features of the VAS Cart :- a)  The Promoter at the VAS Cart engages with the New VAS b)  Demo Screens showcasing the benefits of the VAS c)  Sampling and Engagement of the consumer with VAS and can transact the VAS at the cart Future of the VAS Kiosk :- a)  The Wi-Fi Zone where the consumers are engaged on APPs . b)  Selling of Prepaid Connections. c)  Video Servicing at the Kiosk for servicing. The Expected Resultant :- §  From Ice Cream Carts to VAS and APPs Cart §  Taking the VAS at Catchment Reaching out the Catchment with Technology as BRAND = Technology
  • 17. BEGIN THE EXPERENTIAL REVOLUTIONENGAGEMENT MARKETINGENGAGE | EXPERIENCE | ENHANCE | EMOTE
  • 18. PESHWA ACHARYA Peshwa.acharya@relianceada.com GSM : +91- 8767441038 CDMA :+91- 9321141038 Personal GSM : +91-9867641038 Skype : peshwa.acharya http://www.slideshare.net/peshwaacharya