The world has changed immensely in the last decade. The success stories of the past are mostly wrong references for today. Marketing gurus of todays age need to forget legacy and start writing the future on a clean sheet. Easier said than done. Marketing needs to reinvent itself. The very basics are challenged. Reach approach to launches change to relationships. The conventional ways to calculate budgets do not work. Relationships, trust, advocacy & PR takes over from advertising & communication.

1. Brand Strategy on a Tight
budget
Conceive
Develop
Test
Implement
Analyze

2. Age of Brands is over …
Products taking over

3. Clutter, 1 vs 100 Tv channels, Messages all around, Trust on Brands, Access to
information, pace of life, access to products, Choices, Noise, Segments,
Research tools, path to purchase

4. Consumers do
not trust
advertising
People research, know people are
paid to say what they say

5. Market more
segmented
than ever
New information channels – Distribution channels

6. Marketing hierarchy
in the organisations
Current org charts need to change
Consumer Segment leads, consumer journey segments

7. Advocacy – The
strongest
touchpoint
Social Media has changed what messages are consumed

8. Direct Marketing – Its not the
reach that matters – its all
about relationships
Impact of relationship Vs just awareness

9. Zero based budgeting model
ROMI will develop to be the next Bible of marketing

10. Strategies on a tight budget ….
Segment the market like no tomorrow
Know your consumer more than he knows himself
Male/Female – Age 25-45
Male –Age 25-30 (Married- no
Kids)
Asian Male – Living in UAE
Pakistani/North Indian
working in a Bank
Travels back home once
Consumer Journey
Pre
• Lift Branding
• SMS, Email, Direct email
• Youtube
Purchase
• Promoter at LuLu
• Offers & Partnerships
• Upsell – 1+1
Post
• MGM
• Banking apps / solutions
• Advocacy platforms

11. Strategies on a tight budget ….
• Kill conventional thinking in agencies
• Use Touch points that matter – innovate new ways to reach & Target

12. Strategies on a tight budget ….
• ROMI – Evaluate each dollar spent and record
• Look for product Mix profitability – Loose some battles to win the War.

13. Final Thoughts
• Current structures make marketing a spending arm of the org
• Marketing KPIs need to innovate – ROMI, Advocacy, Creative
measures
• Post Analysis – ROMI . Need to become the most important part in
strategy building . Build history
• Who I am targeting – Who I am not targeting
• Advocacy = Disruption x Relationships