This document discusses maximizing marketing opportunities in a digital world. It presents a marketing model with five stages: awareness, intent, relevance, influence, and preference. It argues that understanding consumer intent through data and segmentation can improve relevance and drive larger profit pools. Influencing consumers requires contributing valuable content on social channels. Overall, the key is using data and content to differentiate your brand, gain monopolistic interest among consumers, and test their willingness to pay a premium.

1. Aditya Save
maximising
the marketing moment
@adisave

2. @adisave
Disclaimer: Beware of the Bias
@adisave
• The brands I talk about in the cases & in the
examples are mostly from my set of mentee/
investee/admired companies. Hence, please expect
a biased pov !

3. @adisave
Some initial thoughts
• Aim of Business ! Larger Profit Pools
• Digital disrupts consumers .. & marketers
• Maximising a moment, requires pre-work
• Some Marketing basics, need a revisit !

4. @adisave
Marketing Model for a Digital World
Awareness
Intent
Relevance
Influence
Preference

5. @adisave
The Marketing Equation
Intent Relevance Influence Preference
Larger Profit
Pools

6. @adisave
Understand ‘Intent’
• Intent for brand or category
• Need Hierarchy
• Premium-isation opportunities
• Intent pips Demographics
• Focus on value delivery
• Shorter Plan-to-Behaviour cycles

7. @adisave
Relevance
• Intent-based Segmentation
• Which India is it built for
• Where did the consumer come from
• Your own ‘Big Data’

8. @adisave
Relevance conversions jump by 32%
Month Play store Conv
Feb ’16 28%
March ‘16 37%
ToFrom

9. @adisave
Influence
• “no one likes an also-ran”
• What is the consumer seeking
• Contribute on Social channels
• Content ‘access’ is key

10. @adisave
Influencing Content .. & Decisions
Booking
Appointments
Online
Payments
Appointment
Optimiser
Resource
Productivity
Management
Marketing &
Loyalty
Programme
Management
Inventory
Management
Customer
Experience
Staff Training
& Recruitment
Scale in a fragmented industry !

11. @adisave
Preference
• Aim for ‘Monopolistic Interest’
• Lead with differentiation
• Invest in ‘owned’ content
• Test Premium ‘willingness’

12. @adisave
In summary
• Digital offers opportunities, only if you are ready
• Data & Content make a great pair !
• Consumers will make irrational decisions, rationally !