Your SlideShare is downloading. ×
Branding in the digital age
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Branding in the digital age

1,583
views

Published on

Published in: Education, Business, Technology

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,583
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
79
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. BRANDING IN THE DIGITAL AGE -YOU’RE SPENDING YOUR MONEY IN ALL THE WRONG PLACES -BY DAVID C . EDELMAN PRESENTED BY- GIRISH RAJU (B506) SOURABH DE (B525)
  • 2. ABOUT THE AUTHORDAVID C. EDELMAN-He is the Global co-leader, Digital Marketing andSales Practice, at McKinsey & Company.
  • 3. ABOUT THE ARTICLE The impact of branding in the digital age. How internet has been used as a tool to build relationship with brands. How INTERNET influences (positively or negatively) a brand. How traditional marketing strategies have continued to exhaust. Consumer Decision Journey.
  • 4. INTRODUCTION TRADITIONAL AGE: Relation ends with sale. INTERNET AGE: Relation sustains, remains engage TOUCH POINTS: Spending more time
  • 5. TRADITIONAL FUNNEL METAPHOR
  • 6. BLOCK THAT METAPHOR: David court 2009 carried on a study on how customerengage with brands- “The customer decision journey” (CDJ) Famous funnel metaphor to think about touch points-have used paid- media, push marketing.
  • 7. THE RESEARCH REVEALED Today’s consumers take a much more iterative and less reductive journey of four stages:  Consider  Evaluate  Buy  Enjoy, Advocate and Bond
  • 8. MODERN CONSUMER DECISION JOURNEY
  • 9. JOURNEY IN PRACTICEThere are two implication of this:Instead of focusing on how to allocate spending across media, marketersshould target stages in the decision journey. ADVERTISEMENT ADVOCACYThe second implication is that marketers’ budgets are constructed to meet theneeds of a strategy that is outdated. ONE WAY COMMUNICATION HUGE COST INVOLVEDInstead of paid media marketers should concentrate on- Owned media Earned media
  • 10. EXAMPLE-
  • 11. LAUNCHING A PILOT To shift to a CDJ-driven strategy has three parts: understanding your consumers’ decision journey Determining which touch points are priorities how to leverage them Allocating resources accordingly
  • 12. To see how consumers navigate the decision journey the following wereconsidered: WHAT THEY DO To answer this, multiple questions were framed like: How would they describe the stages of their journey, online and off? Which resources were most valuable to them, and which were disappointing? How did brands enter and leave their decision sets, and what drove their purchases in the end?
  • 13. WHAT THEY SEE This consisted of questions like: How was its appearance in the search engines? How visible were they on retail sites? What do consumers review about the brand? WHAT THEY SAY The final focus was what people say online about the brand
  • 14. TAKING ACTION - Shift from paid media - Marketing inserted links from its own site to retail sites - Developed programs that included online community initiatives, contests, and e-mail promotions
  • 15.  A CUSTOMER EXPERIENCE PLAN -The details of a customer experience plan will vary according to the company’s products, target segments, campaign strategy, and media mix NEW ROLES FOR MARKETING -Orchestrator - Publisher and “content supply chain” manager. - Marketplace intelligence leader. STARTING THE JOURNEY
  • 16. HOW THE INTERNET IS USED A large number of the internet population use the internet for just searching randomly. The next large internet population is more involved in research Online videos and music Last but not the least- Social Networking.
  • 17.  Google conducted a research on the online and offline purchases:- Research online and purchase offline (66%) Research offline and purchase offline (13%) Research online and purchase online (20%) Research offline and purchase online (0%)
  • 18. 50 MILLION MARK It took radio 38 years It tool Television 13 years It took Internet 7 years It took Mobile just 3 years