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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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