This document discusses digital marketing frameworks and strategies. It emphasizes building brands with purpose and meaning at the heart of marketing. The strategies outlined include developing a digital presence, leveraging core digital marketing activities, optimizing channels, and creating thought leadership. It also discusses how to create engagement, get traffic, and increase sales through digital identity, content strategy, and platform thinking.

1. December 5, 2017
March, 2018
Marketing X01

2. The Science and art of exploring, creating and delivering value to satisfy the
needs of a target market for a profit
• Consumers at the heart of business
• Science and art at the heart of marketing
• Brands with purpose + meaning
• Go to market strategy with idea, technology
• Experience and engagement at the center of advertising

3. TRANSFORMFUTURE
GETTRAFFIC
CREATEENGAGEMENT &
SALES
• Brand thinking and Digital identity
• Core content strategy
• Builddigitalpresenceandleveragecore DMactivitieslike
Search,social, organic and inorganic push
• Platform thinking and MarketingAutomation
• Increase engagement with ideas and advertising
• Optimize channels, Retarget and Remarket
• Build community and increase revenue/customer
• Out of the box ideas
• Create thought leadership using world without borders,
Connected platform, Experience economy and Shared
economy trends
Digital Marketing Framework

4. Lot of startup’s lack all basic requirements that go
in the making of a successful “Brand”

5. WHY.
THE NEW AGE BRAND
PARADIGM.
It is critical to define the who. But modern day
startup’s are about
WHY. THE PURPOSE.

7. The DNA of Disruptive companies
WITH NOT JUST A LOGO, WEBSITE, TABLESTAKES
MARKETING…
WITH A HOLISTIC BRAND THINKING THAT GIVES A
DEFINITIVE CLARITY AS TO WHY ARE YOU IN THIS
BUSINESS…
AND THIS THEN LEADS TO A 360 DEGREE ACTION PLAN.

8. A LOOK AT A DISRUPTIVE/
TRANSFORMATIONAL ‘BRAND’

9. The product idea.
Community marketplace for couches to castles.
“We connect people who have space to spare with those
who are looking for a place to stay. Guests can build real
connections with their hosts, gain access to distinctive
spaces, and immerse themselves in the culture of their
destinations.”

10. The larger context.
SHARING
ECONOMY.

11. The big purpose.
Forget Hotels.
Belong
Anywhere.

13. Positioning in the market and in the minds of the
consumer in a manner that is unique, differentiated
manner
BY GOING BEYOND FUNCTIONAL NEEDSOFTHE
CATEGORYTO A LARGER PURPOSE AROUND
WHICHTHE ENTIRE BRANDWILL BE CENTERED.

23. Key parameters of assessment for BRANDING.
RELEVANCE BEYOND FUNCTIONALITY
COMPETITIVENESS
SUSTAINABILITY
UNIQUENESS
DIFFERENTIATED

24. TRANSFORMFUTURE
GETTRAFFIC
CREATEENGAGEMENT &
SALES
• Brand thinking and Digital identity
• Core content strategy
• Builddigitalpresenceandleveragecore DMactivitieslike
Search,social, organic and inorganic push
• Platform thinking and MarketingAutomation
• Increase engagement with ideas and advertising
• Optimize channels, Retarget and Remarket
• Build community and increase revenue/customer
• Out of the box ideas
• Create thought leadership using world without borders,
Connected platform, Experience economy and Shared
economy trends
Digital Marketing Framework

25. CATEGORY
How do we createintent or
capture the intent for the
category?
PRODUCT
How do we influencethis
intent into purchase?
BRAND
How do we stayTopof
Mind in ourTG?

26. Build Digital
Presence
Leverage Core DM
Omni Channel
Strategy
 CreateWeb presence and build
social channels
 SEO
 Paid Media and Programmatic
 Social Media Marketing
 Brand promotion and engagement
 Leverage offline presence
 Channel strategy
 Experience & email marketing
GetTraffic

27. HOW DOES ITWORK?
Unified Stack

28. TRANSFORM FUTURE
“Prediction is very difficult, especially
about the future” – Yogi BerraThe World of 2020 Implications
• The Algorithmic age
• Customers never enter data
• Data analysis enables insight to action
Data Stewardship =
competitive advantage

29. “Prediction is very difficult, especially
about the future” – Yogi BerraThe World of 2020 Implications
• The Algorithmic age
• Customers never enter data
• Data analysis enables insight to action
• A world without barriers
• No human interventions
• Least resistant path to buying
Ecosystem = Reimagine
Data stewardship =
competitive advantage
TRANSFORM FUTURE

30. Product = E2E Experiences
“Prediction is very difficult, especially
about the future” – Yogi BerraThe World of 2020 Implications
• The Algorithmic age
• Customers never enter data
• Data analysis enables insight to action
• A world without borders
• No human interventions
• Least resistant path to buying
• Connected environment
• Connects people with each other
• Interoperability, free flow of data
Ecosystem = Reimagine
Data stewardship =
competitive advantage
TRANSFORM FUTURE

31. Experience = Love
“Prediction is very difficult, especially
about the future” – Yogi BerraThe World of 2020 Implications
• Experience Based Economy
• Seeks authenticity
• Ignore ads, Require Immediacy
• The Algorithmic age
• Customers never enter data
• Data analysis enables insight to action
• A world without borders
• No human interventions
• Least resistant path to buying
• Connected platforms & services
• Easy, natural, personal, context aware
• Interoperability, free flow of data
Product = E2E Experience
Reimagine Ecosystem
Data stewardship =
competitive advantage
TRANSFORM FUTURE

32. Experience = Love
“Prediction is very difficult, especially
about the future” – Yogi BerraThe World of 2020 Implications
• Experience Based Economy
• Seeks authenticity
• Ignore ads, Require Immediacy
• The Algorithmic age
• Customers never enter data
• Data analysis enables insight to action
• A world without borders
• No human interventions
• Least resistant path to buying
• Connected platforms & services
• Easy, natural, personal, context aware
• Interoperability, free flow of data
• Cloud connected apps, devices, data
Product = E2E Experience
Reimagine Ecosystem
Data stewardship =
competitive advantage
TRANSFORM FUTURE
• Shared Economy
• Allure on non ownership
Access not Ownership

33. HOW DOES ALL OF IT COME
TOGETHER

34. Engagement Search-ability &
Experience
Data & Connected
experience
Behavior &
Mobility
Content &
Channels

35. Engagement & Service
PTAT > 5%, Service SLA <32 Hours, Social traffic >15%,
Search and Experience
Top ranking for 10 brand and non branded keywords, Speed by 40%, DirectTraffic by 20%
Content and Channels
Programmatic spend, Improve content sharebiility by 30%
Data & Connected Experience
Spend aligned to traffic trend, content strategy as per listening
Behavior and Mobility
45% spend on mobility, Build 15 segments and build data stack

36. December 5, 2017
Thank You
VenugopalGanganna
Venu@Langoor.com