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Digital ecology
- 2. Perspective • With increasing amount of usage and plethora of platforms it is becoming difficult for Brands to use the digital sphere • Idea is not – We should be on Social medium • Idea is – Which platform we should be using and for what
- 3. High Level & Advance Gadget Dormant Prospects Low level & Basic Device EngagementLevel Owners Active prospects Platform Efficacy Level
- 4. High Level & Advance Gadget Dormant Prospects ◦ Low level post-purchase engagement ◦ Mostly Passives ◦ May not/may be in the community ◦ Higher probability in smaller towns ◦ High level post-purchase engagement ◦ Mostly Promoters/Detractors ◦ Review of brand experience on various sites ◦ Engagement with the Brand at SNS ◦ Scooty may/many not be in the consideration set ◦ May not use internet platform for information gathering ◦ May try to gather information thro' mobile (e.g. SMS Scooty) ◦ Medium used as information search ◦ Brand sites, comparison/review sites ◦ Scooty may/many not be in the consideration set ◦ Fits the TG definition ◦ Uses basic device and not very tech savvy ◦ Fits the TG definition ◦ Consumes data heavily Low level & Basic Device EngagementLevel Owners Active prospects Platform Efficacy Level
- 5. Low level & Basic Device High Level & Advance Gadget Platform Efficacy Level EngagementLevel Owners ENGAGE ACKNOWLEDGE Active prospects TARGET REINFORCE / DISSUADE TARGET REINFORCE / DISSUADE Dormant Prospects REACH & PREDISPOSE REACH & PREDISPOSE
- 6. Reach & Predispose ◦ Increase community sizes across diff platforms ◦ Continuous creation of engaging content ◦ Exploration of new platforms ◦ Create postive attitude about the brand ◦ Reach more people w ith new Product new s Reach & Predispose ◦ Explore Mobile Marketing possibilities ◦ Database buy and SMS blast especially w ith new Product story ◦ Gather Database ◦ SMS-based communication Target: Reinforce/Dissuade ◦ Website plays major role ◦ SEO/SEM for tapping prospects ◦ Lead-gen campaigns ◦ Closure of leads Target: Reinforce/Dissuade ◦ SMS Blast ◦ Explore Mobile Market possibilities Low level & Basic Device High Level & Advance Gadget Platform Efficacy Level Acknowledge ◦ ORM to track and close response ◦ Avenues to keep constant touch ◦ Explore new platforms (i.e. Whatsapp) EngageEngagementLevel Owners Active prospects Dormant Prospects