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Rural marketing – Advancements in digital marketing - 2016


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Rural marketing – advancements in digital marketing. Presentation for guest lecture delivered by Mr. Ajay Chhabra at MDI Gurgaon on 3rd August 2016

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Rural marketing – Advancements in digital marketing - 2016

  1. 1. Rural Marketing – Advancements & In- roads of Digital Marketing Author: Ajay Chhabra
  2. 2. Agenda • Rural Marketing – India Perspective & Predictions • Author Introduction & Discussions
  3. 3. Let’s look at the history - 5 Years ago
  4. 4. Engaging Rural Marketing How to Build Engagement with Rural Audience – Swiss Case Study
  5. 5. Rural Markets - India The Fast Moving Consumer Goods (FMCG) sector in rural and semi-urban India is expected to cross US$ 20 billion mark by 2018 and reach US$ 100 billion by 2025 About 650,000 villages 850 million consumers About 70 per cent of population Half of the country's Gross Domestic Product (GDP) India’s per capita GDP has grown at a Compound Annual Growth Rate (CAGR) of 12.3 per cent between 2009-10 to 2015-16, contributed by growth in rural sector. FMCG, Consumer Durables and Financial services are the biggest beneficiary!
  6. 6. Perspective The growth and quantification os this sector is always un-explored!
  7. 7. Government & Digital India has always been pushing the right things !
  8. 8. Women Empowerment and Commercial success are interrelated in Rural marketing!
  9. 9. Recent Update! er/2016_july/index.php
  10. 10. Government always has a special focus on rural India development!
  11. 11. “BBPCU will plug in all billers into a central server. The operating units (BBPOUs) will comprise two sets of players -banks and wallet companies like Paytm, Oxigen, Mobikwik and Itz Cash on one hand and aggregators like BillDesk, TechProcess, Citrus Pay and Euronet on the other. ” New Innovations
  12. 12. Banks are setting up customer service points before payments bank start operations… New Innovations
  13. 13. In Australia the awareness of digital media for Australia post is via a mobile classroom for digital awareness in rural segments! Mobile Classroom
  14. 14. “The rural segment is growing at a healthy pace of 8-10 per cent per annum and is expected to add US$ 100 billion in consumption demand by 2017.” Potential
  15. 15. Why Rural is Important?
  16. 16. Biggest Challenge is to fulfill Urban – Rural Digital Divide !
  17. 17. Innovation and Communication process landscape! •Urban to RuralUrban •Ruralto Urban Rural
  18. 18. Various programs from Government of India and Modi Ji! Rural programs
  19. 19. Rural Innovations Across the Globe
  20. 20. Accenture – Rural marketing Research !
  21. 21. Accenture – Rural marketing Research !
  22. 22. Winning Strategy has four A’s Rural Strategy • Brands should strive to reach more and more villagesAvailability • Brands should create smaller packaging unitsAffordability • Introduce Suitable Products • Easy to understand brandAcceptability • One-to-One Contact program • Education & AwarenessAwareness
  23. 23. Rural & Digital Marketing Source: Prezi - by Ajay Deshmukh on 31 January 2014
  24. 24. Case Study • For a brand like Greenlight Planet which specializes in the production of solar lamps, rural households are clearly their target group. The brand decided to initiate a campaign in Bihar. A survey from Game Changer (the agency partner), revealed that consumers usually suspect hype and are cautious of unknown brands. The survey also pointed that consumers rely heavily on word of mouth. Keeping this in mind the brand and agency chose an integrated approach by using AIR (All India Radio), community radio and mobile to reach and engage with the potential consumers. The conversations collated were around the actual problems faced by villagers during power cuts. A few of those opinions were then broadcast to capture the attention of other people from various districts. The company also pushed out a missed call number. • Later, pre-recorded voice messages were delivered to people who gave missed calls. This campaign helped the brand generate over 11,000 leads. Approximately 30% of total leads have been converted. According to Girish Chaturvedi, business head - GameChanger, NetCore, "For a new category it is always a challenge to get the right reach and impressions. Integration of technology helps in repeat engagement and generating effective returns." phones-rural-marketing-tutorial
  25. 25. Author Introduction
  26. 26. Ajay Chhabra Current: Founder & CDO, BGV Digital Pvt. Ltd Core Strengths  Developing Digital Marketing Strategy  Extensive experience in online leads generation  Hands-on experience on multiple global digital marketing tools and technologies  Advising the boards and working with CXOs for digital transformation of the business  Digital Marketing & Branding Competencies Domain  Diversified business groups, consumer electronics, Automobiles, FMCG, Technology, Mobile Handsets, Travel and Media  Sitecore / Adobe Experience Manager - CMS  Hyperion/Brio BI Tools  Exact target – Email Marketing  SFDC – SFA tool  Marketo / HubSpot – Marketing Automation  Over 16 years of experience in digital marketing, branding & strategy formulation with extensive experience across industries. Ajay has worked with multiple digital marketing agencies including OgilvyOne Worldwide & McCann / MRM Worldwide and worked upon global digital marketing projects including General Motors India  In the client side role worked with The General Electric company (GE) in their Global Healthcare marketing Headquarters role, reporting into Milwaukee, USA, and was responsible for Global Digital Media planning and Content Marketing. Also helped GE other businesses as well. He has worked upon a large number of global demand generation campaigns for X-Ray, MRI and CT machines etc. Also launched global GE Healthcare website and did SEO for the same. He has got number of awards in GE for his campaigns including India CEO award, MICT Above and beyond awards.  He has been an eminent speaker in the digital marketing space and have been a speaker & panel leader at Cyber Media DQ Live 2015 on the topic of The Role of Chief Digital Officer. Recently ET Now Business news TV channel has covered him in the program highlights and have also been invited as a speaker at The Economic Times - Real Estate & Digital Marketing Summit in 2014 for a special address and participated in panel discussions as well.  Wide-ranging exposure in the digital marketing and branding in the industries like Diversified business groups, consumer electronics, Automobiles, FMCG, Technology, Mobile Handsets, Travel and Media. He has contributed to a number of article and won a number of awards in the digital marketing space. He has also delivered guest lectures at MDI Gurgaon. BGV Digital is a recent and his second venture which is a 360 degree digital marketing agency after A3R Digital.  In entrepreneur role he has supported IMT Ghaziabad, Sharp Electronics, BenQ, Franchise India, JBM Auto Limited, FranGlobal, BPL Healthcare, Ambica Steels Limited, Frontline strategy, Appearition pty. Ltd. etc. Certification/Training  Got training for Microsoft Certified Solution developer  D. Pharma, B.A., Masters in International Business  Lean Workshops  GE Crotonville – Foundations of leadership  Inbound Marketing – HubSpot
  27. 27. Clients and Projects – Digital Marketing  Digital Marketing Projects & Clients in Agency Role:  General Motors, Hero Honda, Reebok, Coca Cola India, Tetra Pak India, Cycle Brand, Microsoft, Business Octane, iGate Patni, VeriSign, Seagate, Tech Mahindra, Videocon Mobiles, Motorola India, Micromax, BenQ India, Amadeus, Skyconnect, Sahara Group, Vodafone, HT Media &  BI/ Analytics Projects and Clients:  Airtel, & Ranbaxy Laboratories and Developed SI Partners for Hyperion/Brio: HCL Technologies, Wipro Limited, Infosys Limited, Softcell Technologies & Tata Consulting Services in India etc.  CRM Program Trainer & Implementation:  Tata Motors (Pan India)  Client Side Role  GE Healthcare – Global Marketing Hq. Team  A3R Digital - Clients  IMT Ghaziabad, Sharp Electronics, BenQ, Franchise India & BPL Healthcare etc.  BGV Digital - Clients  Franchise India, JBM Auto Limited, FranGlobal, Ambica Steels Limited, Frontline strategy, Appearition pty. Ltd., Aptech – MAAC, RAM Led Solutions, KRV Physiotherapy & healthcare, Transit Advertising, Seeds of Innocence IVF & Fertility centre, Metroplus Lifestyle Delivered Results in over 250 digital marketing projects with over 100 mid-sized Indian and large MNC global brands in last 10 years
  28. 28. Key Events – DQ Live 2015 – DataQuest – Cyber Media TV Interview - at ET Now Business News Channel
  29. 29. BA digital-officer Key Events – DQ Live 2015 – DataQuest – Cyber Media The Role of a Chief Digital Officer Fire side chat With Walmart India CIO
  30. 30. The ET – Real Estate & Digital Summit - 2014
  31. 31. Most Popular and Viewed Presentation on Slide share - Over 5600 Views so far The ET – Real Estate & Digital Summit - 2014
  32. 32. Recent quotes at Article
  33. 33. Publications and Awards The New 8 P's of Agency Marketing Marketing your Healthcare practice in the new Digital Age - CT Clarity Summer 2013, GE Healthcare Marketing Your Healthcare Practice in the New Digital Age - Medical Buyer Magazine Why digital transformation is a journey and not a destination “Quote” Best Digital Marketing Professionals – World Brand Congress GE Healthcare India CEO Award for Best Digital Marketing Campaign Ogilvy’s Awards for best Digital Campaigns for Seagate and Motorola Trainings Delivered- Digital Marketing
  34. 34. Open for Discussions
  35. 35. Ajay Chhabra Founder, Director and Chief Digital Officer - Brand Growth Ventures BGV Digital Pvt. Ltd. 0091-8130940808