IIT-Delhi, DMS, Confluence 2009


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The presentation focusses on the cutting edge of marketing innovation, that is expected to emerge post- recession. Conversation marketing is low- cost, rich in data, and full of measurable tools, that can change the game for emerging economies in the global marketing context.

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  • Social Media is About Social SENSE and Not Technology Social Media is much more than user-generated content. It’s driven by people in the communities where they communicate and congregate. They create, share, and discover new content without our help right. They’re creating vibrant and rich cultures across online networks and using the social tools that we learn about each and every day to stay connected. Any social network is a melting pot of various cultures .
  • DIGIQOM SOLUTIONS PVT LTD is a brand development and communications consultancy head quartered in New Delhi, with a network spanning across Bangalore, Kolkata, Mumbai, Hyderabad in India, and represented overseas in UK and Nigeria and Dubai. Digiqom works with the strategic intent of bridging the gap between brands and the consumers through an optimum mix of various communications channels such as press, electronic, live and online. We integrate cutting edge creativity, disruptive technology, and deep domain knowledge in Strategic Commu nications and Digital Asset Management to enable you Architect your Brand Experience!
  • IIT-Delhi, DMS, Confluence 2009

    1. 1. Marketing Confluence: "Global Marketing for emerging economies” Jay Vikram Bakshi, Co-Founder, Digiqom Group ‘ B’ Of being and becoming
    2. 2. THE CHANGE
    3. 3. Tectonic Shifts in Global Economies <ul><li>The West No Longer dominates </li></ul><ul><li>Japan witnessing the highest unemployment in decades </li></ul><ul><li>By 2020, India and China may be the only two large economies LEFT </li></ul><ul><li>Climate Change has gone from common concern to Investment Magnet </li></ul><ul><li>Fundamental shifts in wealth creation </li></ul><ul><li>Consequent shifts in Value creation </li></ul>
    4. 4. 2/3 of the economy is now influenced by Personal Recommendations…. (Source: McKinsey Quarterly) <ul><ul><li>We have reached a point where: </li></ul></ul><ul><ul><li>14% of people trust ads </li></ul></ul><ul><ul><li>78% of people trust consumer </li></ul></ul><ul><ul><li>recommendations </li></ul></ul><ul><ul><li>(Source: Neilsen Global Trust In Advertising </li></ul></ul><ul><ul><li>Survey, 2008) </li></ul></ul>Fundamental Shifts in Global Marketing
    5. 5. <ul><li>FROM BROADCAST TO NARROW CAST </li></ul><ul><li>FROM MY NETWORK TO SOCIAL NETWORK </li></ul><ul><li>FROM NEWSPAPERS TO BLOGS </li></ul><ul><li>FROM SMS TO TWEETS </li></ul><ul><ul><li>77% Trust emails from people they know </li></ul></ul><ul><ul><li>66% Trust consumer reviews </li></ul></ul><ul><ul><li>50% Trust search engines </li></ul></ul><ul><li>Tv/ print/ online/ radio advertising </li></ul><ul><li>Are missing from the list of preference </li></ul>Forces at Play- YOU!
    6. 6. <ul><ul><li>There are more than 133 </li></ul></ul><ul><ul><li>million blogs in the world </li></ul></ul><ul><ul><li>(Source: Technorati) </li></ul></ul>13 hours of video are uploaded to YouTube every minute <ul><ul><li>Every single second of every single day , Twitter’s 5 </li></ul></ul><ul><ul><li>Million users mention brands they LOVE and HATE . </li></ul></ul><ul><ul><li>AND Twitter is growing at a rate of 1382% per year (Source: Twitter Search, Forrester Research) </li></ul></ul><ul><ul><li>Facebook has more than </li></ul></ul><ul><ul><li>200,000,000 users worldwide </li></ul></ul><ul><ul><li>( Source:http://www.facebook.com/press/Info.php?statistics) </li></ul></ul>Welcome to World 2.0
    7. 7. The reality of new media in India <ul><li>Over 40 million users are online </li></ul><ul><li>That’s over 5 times the readership of the largest selling </li></ul><ul><li>English daily , Or </li></ul><ul><li>3 times the combined readership of the leading 3 </li></ul><ul><li>newspapers in India, Or </li></ul><ul><li>3 times the combined readership of India's leading </li></ul><ul><li>5 English magazines </li></ul>98% of the media go online to find news sources 92% for story ideas 73% to research press releases
    8. 8. <ul><li>ARE YOU WHERE YOUR CONSUMER IS? </li></ul><ul><li>E XPLORE </li></ul><ul><li>ARE YOU LISTENING TO THEM? </li></ul><ul><li>E NGAGE </li></ul><ul><li>ARE YOU CONVERSING WITH THEM? </li></ul><ul><li>E XPRESS </li></ul><ul><li>THE SUCCESS MANTRA IN WORLD 2.0 </li></ul>
    9. 9. WE
    10. 10. Overview DIGIQOM SOLUTIONS – Creating Digital Communities For Brand Communications Incorporated in 2006 Consulted & Serviced 42 Clients Expertise: 5 Verticals Telecom, IT, Education, Finance & Healthcare Service Lines: Team Strength: 52 National Network: 20 Cities International Network: 5 Countries
    11. 11. C arnd Us!
    12. 12. CLOUD 9 CASE STUDY The Economic Times Power of Ideas Campaign- Youth Communications Communicating & Marketing India’s First Entrepreneurship Contest via Facebook, Twitter, Linked In & Blogs REACH & OUTREACH With a use of 12 online tools 13,175 active users were reached and involved in the program with In the first 2 months of the campaign
    13. 13. Online perception & reputation Management for the senior management of a Global BIG 4 firm via CEO Blogs, Slide ware Exchange, ePR , News indexing etc. REACH & OUTREACH Over 11020 individuals participated in the first 3 months of the campaign CLOUD 9 CASE STUDY
    14. 14. Conversations that build Brands CLOUD 9 CASE STUDY User guided content on Epl4India http://eplindiaunited.wordpress.com/2009/08/27/ronny-back-at-ot/
    15. 15. User guided content on Epl4India http://epl4india.ning.com/video/the-new-rooney-videoc CLOUD 9 CASE STUDY
    16. 16. THE CHANGE WE ‘ B’ C arnd Us!
    17. 17. So what DOES this have to do with GLOBAL Marketing and emerging economies?
    18. 18. <ul><li>The world has gone from Globalisation to Localisation </li></ul><ul><li>Disruptive Technologies is a Way of Life! </li></ul><ul><li>Mobile Internet Access is going from Ubiquity to </li></ul><ul><li>Location based services </li></ul><ul><li>Cost Per Acquisition is being replaced by </li></ul><ul><li>Cost Per Advocate </li></ul><ul><li>FREE is a Business Model!! </li></ul>Everything!! cloud9
    19. 19. B the Change, U want to see around U! Call: +91 981 104 4801 Find: linkedin.com/in/jvbakshi Follow: twitter.com/jvbakshi Write: [email_address] Skype: jvbakshi