SlideShare a Scribd company logo
CXOs, Business Leaders
& Digital Marketing
Aji Issac Mathew
CEO, Co-founder Indus Net TechShu &
DigitalMarketingUniversity.com
aji@Techshu.org
+91 9830271197
#DigitalSuccessSummit #DSSTips
Last 10 years of agency, teaching, consulting & preaching
“Digital Marketing as a
Profit Center”
I was excited abut the speech topic BUT
I changed my topic
As my speech got printed in the book
As business leaders,
Think beyond promotions
Explore other dimensions of DIGITAL & DM
Aji Issac Mathew
CEO, Co-founder Indus Net TechShu &
DigitalMarketingUniversity.com
aji@Techshu.org
+91 9830271197
#DigitalSuccessSummit #DSSTips
The animal called digital?
Img source: patheos
(1) Disruption
(2) New Media
(3) Social Media
(4) Waste of time
(5) Very powerful
(6) Niche marketing
(7) 2 way communication
“Whatever it is, it is still an
elephant, big enough not to be
missed.”
Digital is big, do we still have doubts?
In India Digital is big, do we still have doubts?
In India Digital is big, do we still have doubts?
Google market size
Facebook market size
My Boss
- Is Very Tech Savvy, and watches Instagram &
YouTube (And Tik Tok too)
- Has the power to control the brand perception
through social media
Is it true about your boss?
“There is only one boss. The
customer. And he can fire
everybody in the company
from the chairman on down,
simply by spending his money
somewhere else.”
Sam Walton (Founder, Walmart)
“It is ok”
“It is ok not to know digital”
“It is ok not to know digital even when
your boss is ahead of you”
But ….
“It is not ok”
“It is not ok not to LEARN digital”
“It is not ok not to LEARN digital esp
even when your boss is ahead of you”
“Companies or customers are not using digital, most of
them are digital, stop seeing digital as a foreign body it
is a cell in your own company. Every company is digital
company now.” – Aji Issac
It’s ok to have a
teacher much
junior than you.
We realized the gap of right know-how
Learn right #WisdomOverKnowledge
Observe your customer’s change in behaviour
“Chacha ji and Tau ji who is used to assist the
purchase is now replaced with a mobile phone”
What else >>
Speed of adoption
Speed of adoption
What else >>
Internet is disintermediation platform
Twitter – Speak to celebs directly
YouTube – Listen to the singer directly, no labels
Book – Self publish book, no publishing house required
Facebook/Twitter – Listen to news first hand, no media house
Agent / Broker is/will-be replaced by platforms.
What else >>
Just mediate on your customers and you will get
many more answers
1. Search, Discovery & Recommendation:
• 24x7
• On demand
• Comparison for pricing and feature (operation is critical)
• After sales service (Operation is critical)
2. Global SMEs as competitors
• SMEs
• Smaller companies , for any sector, is becoming competitors
3. Virality & Speed of adoption:
• Pokemon Go, 50 million users in x days? (Guess)
4. Two way interaction
• Are we using 2 way interaction
5. Three way interaction (users to users)
• Do you have an idea here?
6. Disintermediation platform
Takeaway:
a) Your customers are different, more empowered. Spend some time in understanding new customer
behaviour.
b) Also understand how digital is different from other traditional channels. Nature of it.
"I would say that the days
of advertising as we know
it today are numbered.
We need to start thinking
about a world with no ads.“
- Pritchard,
Chief Brand Officer, P&G
Even your ad can ad value
See many such campaigns at DMU’s campaign course. Talk to me, will give you guys a free
access.
Thinking beyond
promotion.
Think other dimensions
of digital & DM
Basics – 4Ps
Product Pricing Place Promotion
Different disruptions are happening here.
A digital product
attached to your
physical product.
“Car, clothes, TV,
Chimney etc all as
subscription even
House, Kitchen”
Freemium
Global Shipping
Digital
Marketing
/ Success
Product Innovation
“See Sound”
Product Innovation
Improving experience
Think, you can do a lot of innovation around your product, customer experience.
Product Innovation
Understanding changing customer
Product Innovation
Client Entertainment of Education
Who is the ruler in client education in your industry?
“74% of prospects choose the company that was first
to help them along, their buyer’s journey”
Product Innovation
Understanding changing customer
Product Innovation
Who is he?
Product Innovation
They make more money from events
Pricing innovation
(1) Zoom car
(2) Sride
(3) Every product on subscription – Sofa, dresses, chimney, cars
Aji Issac Mathew CXOs & Digital Marketing - Role CXOs Must Play in First 7 Steps
Place innovation
Remember
disintermediation
Platform
Our experiences in
the UK
For Promotions, take digital pass to see workshop video
Product Pricing Place Promotion
Different disruptions are happening here.
A digital product
attached to your
physical product.
“Car, clothes, TV,
Chimney etc all as
subscription even
House, Kitchen”
Freemium
Global Shipping
Digital
Marketing
/ Success
Get digital pass for this
Digitalmarketinguniversity.com/DSS TILLDSS and get free
digitalpass.
In-House learning
Use Digital Tools as simple as google docs
In-House learning
Learning platforms
In-House learning
ReThink HR policies, why part of every rule
Website to hire
“Best talents are attracted not sourced”
Learn about tools: Use digital for research
Learn about tools: How people buy
Age & Gender
Individual websites
Digital Reputation Management is real
Learn about reputation management
And build your reputation step by step
Use of technology in ads
Can you do something like this during
Durga Puja?
CPQL instead of CPL
Search Profile Contextual Marketplaces
BANT for different markets (Just an example)
Search Profile Contextual Marketplaces
Budget *** *** * *****
Authority ***** *** * *****
Need ***** ** *** *****
Timeframe ***** ** ** *****
How many of you train your sales team?
Why not train the website?
Rethink website – Performance from presence
Are you enabling research?
Are you educating clients? Videos?
Your website is more powerful than
you think
Digital is not magical, its logical, as CXOs get
involved.
#1: Why you? #2: Phir se
#3: Cross Check#4: Let’s go promote
(1) Segmentation
(2) Messaging
(3) Business goals
Focus a lot on messaging
Function vs Emotional
Big trend internationally (and rightly so) is
“Social Impact”, fair trade esp.
Takeaway: Fashion, Apparel is both function and
emotional, more emotional that functional,
balance it right.
Execution.
Over 4 Teams /Agencies.
Dashboard.
Review.
Quarterly Strategy, Monthly review, weekly updates.
Always start your dashboard review from business goals.
Business Goals (Forget attribution, no need to proof Digital)
--- Digital Goals (Attribution and getting numbers)
------ Managerial level (Vanity metrics, you should not see it)
& Social Media & Surgical Strikes both starts with S,
there is a perception that it brings success 
That’s may not be true 
Social Media is not one, many variants,
what are you using?
Social Media as Hygiene
(must)
Social Media Updates for
repeat sales (great)
Social Media for
encashing trends (not
easy)
Social Media updates for
Reach/Awareness (low)
Social Media for refresh
Social Media for Brand
Positioning
Social Media for Virality?
(Do you really need it)
Social Media ads for
reach (very powerful)
& much more
Bonus
Consolidate, Not create content
There is always lot to learn from my 14
years of vanvash, lets stay in touch 
#MaJaisiDigitalAgency
Thanks
aji@techshu.org
98302 71197
LinkedIn: /AjiNIMCCaring bhi, Bold bhi
Our next batch of DMU
will start Aug End
CXOs, Business Leaders,
Professionals, Freshers

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Aji Issac Mathew CXOs & Digital Marketing - Role CXOs Must Play in First 7 Steps

  • 1. CXOs, Business Leaders & Digital Marketing Aji Issac Mathew CEO, Co-founder Indus Net TechShu & DigitalMarketingUniversity.com aji@Techshu.org +91 9830271197 #DigitalSuccessSummit #DSSTips
  • 2. Last 10 years of agency, teaching, consulting & preaching “Digital Marketing as a Profit Center” I was excited abut the speech topic BUT
  • 3. I changed my topic As my speech got printed in the book
  • 4. As business leaders, Think beyond promotions Explore other dimensions of DIGITAL & DM Aji Issac Mathew CEO, Co-founder Indus Net TechShu & DigitalMarketingUniversity.com aji@Techshu.org +91 9830271197 #DigitalSuccessSummit #DSSTips
  • 5. The animal called digital? Img source: patheos (1) Disruption (2) New Media (3) Social Media (4) Waste of time (5) Very powerful (6) Niche marketing (7) 2 way communication “Whatever it is, it is still an elephant, big enough not to be missed.”
  • 6. Digital is big, do we still have doubts?
  • 7. In India Digital is big, do we still have doubts?
  • 8. In India Digital is big, do we still have doubts?
  • 11. My Boss - Is Very Tech Savvy, and watches Instagram & YouTube (And Tik Tok too) - Has the power to control the brand perception through social media Is it true about your boss?
  • 12. “There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” Sam Walton (Founder, Walmart)
  • 13. “It is ok” “It is ok not to know digital” “It is ok not to know digital even when your boss is ahead of you” But ….
  • 14. “It is not ok” “It is not ok not to LEARN digital” “It is not ok not to LEARN digital esp even when your boss is ahead of you” “Companies or customers are not using digital, most of them are digital, stop seeing digital as a foreign body it is a cell in your own company. Every company is digital company now.” – Aji Issac
  • 15. It’s ok to have a teacher much junior than you.
  • 16. We realized the gap of right know-how
  • 18. Observe your customer’s change in behaviour “Chacha ji and Tau ji who is used to assist the purchase is now replaced with a mobile phone” What else >>
  • 21. Internet is disintermediation platform Twitter – Speak to celebs directly YouTube – Listen to the singer directly, no labels Book – Self publish book, no publishing house required Facebook/Twitter – Listen to news first hand, no media house Agent / Broker is/will-be replaced by platforms. What else >>
  • 22. Just mediate on your customers and you will get many more answers 1. Search, Discovery & Recommendation: • 24x7 • On demand • Comparison for pricing and feature (operation is critical) • After sales service (Operation is critical) 2. Global SMEs as competitors • SMEs • Smaller companies , for any sector, is becoming competitors 3. Virality & Speed of adoption: • Pokemon Go, 50 million users in x days? (Guess) 4. Two way interaction • Are we using 2 way interaction 5. Three way interaction (users to users) • Do you have an idea here? 6. Disintermediation platform Takeaway: a) Your customers are different, more empowered. Spend some time in understanding new customer behaviour. b) Also understand how digital is different from other traditional channels. Nature of it.
  • 23. "I would say that the days of advertising as we know it today are numbered. We need to start thinking about a world with no ads.“ - Pritchard, Chief Brand Officer, P&G
  • 24. Even your ad can ad value See many such campaigns at DMU’s campaign course. Talk to me, will give you guys a free access.
  • 25. Thinking beyond promotion. Think other dimensions of digital & DM
  • 26. Basics – 4Ps Product Pricing Place Promotion Different disruptions are happening here. A digital product attached to your physical product. “Car, clothes, TV, Chimney etc all as subscription even House, Kitchen” Freemium Global Shipping Digital Marketing / Success
  • 28. Product Innovation Improving experience Think, you can do a lot of innovation around your product, customer experience.
  • 30. Product Innovation Client Entertainment of Education Who is the ruler in client education in your industry? “74% of prospects choose the company that was first to help them along, their buyer’s journey”
  • 33. Product Innovation They make more money from events
  • 34. Pricing innovation (1) Zoom car (2) Sride (3) Every product on subscription – Sofa, dresses, chimney, cars
  • 37. For Promotions, take digital pass to see workshop video Product Pricing Place Promotion Different disruptions are happening here. A digital product attached to your physical product. “Car, clothes, TV, Chimney etc all as subscription even House, Kitchen” Freemium Global Shipping Digital Marketing / Success Get digital pass for this Digitalmarketinguniversity.com/DSS TILLDSS and get free digitalpass.
  • 38. In-House learning Use Digital Tools as simple as google docs
  • 40. In-House learning ReThink HR policies, why part of every rule
  • 41. Website to hire “Best talents are attracted not sourced”
  • 42. Learn about tools: Use digital for research
  • 43. Learn about tools: How people buy
  • 46. Digital Reputation Management is real Learn about reputation management And build your reputation step by step
  • 47. Use of technology in ads Can you do something like this during Durga Puja?
  • 48. CPQL instead of CPL Search Profile Contextual Marketplaces BANT for different markets (Just an example) Search Profile Contextual Marketplaces Budget *** *** * ***** Authority ***** *** * ***** Need ***** ** *** ***** Timeframe ***** ** ** *****
  • 49. How many of you train your sales team?
  • 50. Why not train the website? Rethink website – Performance from presence Are you enabling research? Are you educating clients? Videos? Your website is more powerful than you think
  • 51. Digital is not magical, its logical, as CXOs get involved. #1: Why you? #2: Phir se #3: Cross Check#4: Let’s go promote (1) Segmentation (2) Messaging (3) Business goals
  • 52. Focus a lot on messaging Function vs Emotional Big trend internationally (and rightly so) is “Social Impact”, fair trade esp. Takeaway: Fashion, Apparel is both function and emotional, more emotional that functional, balance it right.
  • 53. Execution. Over 4 Teams /Agencies. Dashboard. Review.
  • 54. Quarterly Strategy, Monthly review, weekly updates. Always start your dashboard review from business goals. Business Goals (Forget attribution, no need to proof Digital) --- Digital Goals (Attribution and getting numbers) ------ Managerial level (Vanity metrics, you should not see it)
  • 55. & Social Media & Surgical Strikes both starts with S, there is a perception that it brings success  That’s may not be true 
  • 56. Social Media is not one, many variants, what are you using? Social Media as Hygiene (must) Social Media Updates for repeat sales (great) Social Media for encashing trends (not easy) Social Media updates for Reach/Awareness (low) Social Media for refresh Social Media for Brand Positioning Social Media for Virality? (Do you really need it) Social Media ads for reach (very powerful) & much more
  • 58. There is always lot to learn from my 14 years of vanvash, lets stay in touch 
  • 59. #MaJaisiDigitalAgency Thanks aji@techshu.org 98302 71197 LinkedIn: /AjiNIMCCaring bhi, Bold bhi Our next batch of DMU will start Aug End CXOs, Business Leaders, Professionals, Freshers