Branding In The Digital Age
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The document discusses branding and marketing strategies in the digital age, specifically for the Indian market. It outlines the consumer decision journey (CDJ) as having multiple stages: consider, evaluate, buy, advocate, and bond. Marketers often overemphasize the early stages but should also focus on evaluation and advocacy. An effective CDJ-driven strategy analyzes customer behavior at each touchpoint. Key recommendations include focusing on internet and social media during evaluation, encouraging advocacy, and ensuring customer satisfaction and relationships to create loyalty.
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Branding In The Digital Age
- 1. Branding in a Digital Age...
- 2. Applying the insights to the Indian Market
- 3. Many Brands Fewer Brands Final Choice Buy Then Funnel Metaphor
- 4. Many Brands Fewer Brands Final Choice Buy Then Funnel Metaphor 1 Many Brands
- 5. Many Brands Fewer Brands Final Choice Buy Then Funnel Metaphor Fewer Brands 21 Many Brands
- 6. Many Brands Fewer Brands Final Choice Buy Then Funnel Metaphor Final Choice Fewer Brands 321 Many Brands
- 7. Many Brands Fewer Brands Final Choice Buy Then Funnel Metaphor Final Choice Fewer Brands 321 Many Brands Buy 4
- 13. Marketers often overemphasize the ‘consider’ & ‘buy’ stages of the CDJ Consider & Buy
- 14. The contemporary Digital Age makes the ‘evaluate’ & ‘advocate’ stages increasingly relevant Evaluate & Advocate
- 15. Effective Bonding leads to the creation of a strong and lasting loyalty loop Bond
- 16. Analyzing & Understanding the Indian Market Branding in a Digital Age...
- 17. Adopt a Consumer Decision Journey driven strategy
- 18. Target Stages in the Decision Journey
- 19. Understand your Customers Analyze Customer Behaviour
- 20. Focus on the Touch Points
- 24. Consider Place the product strategically
- 25. Evaluate Evaluation is critical to the CDJ
- 26. Evaluate
- 27. Evaluate Focus on Internet & Social Media
- 28. Evaluate Enhance the web experience Focus on Internet & Social Media
- 29. Evaluate Enhance the web experience Focus on Internet & Social Media Stress on Product Reviews
- 30. Evaluate Enhance the web experience Maintain a coherent Brand image Focus on Internet & Social Media Stress on Product Reviews
- 31. Buy Ensure a Buy Deliver an integrated experience
- 32. Advocate The ‘Buy’ stage is not the end at all But
- 33. Advocacy Advocate The single most powerful impetus to make a customer buy is someone else’s
- 34. Advocate Every Advocate brings in 3 new customers
- 35. Advocate Every Advocate brings in 3 new customers
- 36. Analyze Customer Behaviour through effective feedback Encourage Advocacy and ensure Customer Relationships Employ and incorporate Social Monitoring Tools Keep your customers happy and satisfied
- 37. CDJ is the apt answer to the marketing issues of the Digital Age Thus
- 38. Thank You
- 39. Created By Priyanjit Biswas, Jadavpur University During an internship under Prof. Sameer Mathur, IIM Lucknow www.IIMInternship.com