A presentation I gave at a conference at Karachi University on Nov 5, 2016. Talks about changing dynamics of marketing in Pakistan

1. Changing Dynamics of
Marketing

2. Background
What is Marketing?

3. Background
Marketing is a department
A function
An investment

4. Background
Marketing is any thing you do or
don’t do with respect to your
customers and environment

5. Background
What is Marketing?

6. Background
A mindset, requiring top to bottom
commitment to providing the best
customer service (and not just the
product) across the organization

8. Background
A company has two markets it
caters to
Can you guess who they are?

9. Background
Employees
Customers

10. Background
What’s the goal of Marketing?

11. To cause behavior change
Or
Create a Paradigm shift

12. Marketing Dynamics
HOW HAS IT CHANGED?

13. Increase in use of social media
and smartphones
NOT ONLY IN MAJOR CITIES AND IN THE
WEALTHY BUT ACROSS SEC, ACROSS PAKISTAN

14. I worked at (MNC FMCG) I never
knew that people buy online from
outside K,L,I.
Now I run a start-up, I am
surprised from where people buy
luxury goods!
FORMER ASST MEDIA MANAGER,
HEADING DIGITAL

15. Digital marketing (or Marketing) is
easy.. Just make a video. It will go
viral
ANY MARKETING MANAGER/BRAND
MANAGER

16. Creating a Viral video is not a
sound marketing objective
THE AIM SHOULD BE TO CREATE
VALUE FOR CUSTOMERS/AUDIENCE
ETC

17. Marketing is easy, I just send out
spam emails and SMS
CONTENTED BRAND MANAGER

18. Spamming is not marketing. At
least it’s not smart marketing
PERMISSION BASED MARKETING IS
MORE EFFECTIVE THAN SPAM

19. We need to create Content.
Content is the way forward
CONTENT MARKETING EXPERT

21. Content is important but Content
without Context is ineffective to
achieve marketing objectives
CREATE CONTEXT AND YOUR
CONTENT WILL STAND OUT

22. By using Context you need less
media spend etc to stand out
IN FACT YOU CAN ALSO GAIN MASS
MEDIA AS WELL AS SOCIAL MEDIA
MILEAGE

23. By using Context you need less
media spend etc to stand out
IN FACT YOU CAN ALSO GAIN MASS
MEDIA AS WELL AS SOCIAL MEDIA
MILEAGE

27. We need to find a trend that we
can ride
AGENCY EXECUTIVE

28. Trends are good but if you don’t
stand out, you’re lost

30. Do you remember 12/12/12?

31. Do you remember any social
media posts about it?

32. SESAME STREET’S TWEET ON 12-12-12

33. Local examples

34. Brooke Bond Supreme
APNA PAN MEME GENERATOR

37. Brooke Bond is an excellent example
of a brand that found a way to tweak
the message for digital
THE MAIN MESSAGE OF THE
CAMPAIGN IS BEAUTIFULLY
TRANSLATED TO SUIT THE MEDIUM

38. Remember
A CONSUMER DOES NOT
DISTINGUISH BETWEEN ONLINE AND
OFFLINE OR MEDIUMS , FOR HIM/HER
THE VALUE IS MORE IMPORTANT
TECHNOLOGY IS A GOOD AID BUT A
BAD OBJECTIVE

39. Now it’s Your Turn

40. Local brand campaign

41. How would you add value?
WHAT WOULD YOU DO TO AMPLIFY
THE CAMPAIGN

42. Think beyond ATL and BTL
Think in terms of adding Value
Put yourself in the place of the
Consumer
How would you create WOM?

43. Example
SMS sign up so that husbands can
have help remembering anniversaries
and wife’s bday etc
Tie in with a courier company for
emergency delivery if a husband
forgets
INSIGHT HUSBANDS USUALLY FORGET IMPORTANT DATES

44. THANK YOU