Today's consumers are more digitally connected than ever before and this has shaped their expectations from brands and products. From changing algorithms in social platforms, to emerging technologies in IoT and Virtual Reality, to fundamental challenges with trust in advertising, and data privacy laws, connecting with the right audiences has never been more complex for marketers. In the new world order where change is the only constant, how can brands and companies adapt their approach to engage with the savvy and connected consumer.

1. Kshitij Sooryavanshi
CO-FOUNDER,
AROSCOP TECH
NEW DELHI, INDIA ~ OCTOBER 16 - 17, 2019 | DIGIMARCONINDIA.IN
#DigiMarConIndia
Digital Marketing:
Is There Light At The End
Of The Tunnel?
KEYNOTE

2. DIGITAL
MARKETING :
IS THERE LIGHT
AT THE END OF
THE TUNNEL ?
GURGAON
17 OCTOBER 2019
KSHITIJ SOORYAVANSHI
DIRECTOR & CO-FOUNDER

3. TODAY.
DIGITAL
DISRUPTION IS
REINVENTING
CONSUMER
EXPECTATIONS.

4. ‘Always on’ connectivity
Pervasive social media
The rapid rise of voice
recognition and artificial
intelligence
Increasingly interactive user
experiences across the
entire customer lifecycle

5. EVERY CONSUMER TODAY IS
DIGITAL
ONLY THE SPEED, INTENSITY AND ADOPTION ARE DIFFERENT
They rely on traditional
channels and
interactions, but still
leave digital traces
Selectively engage in
digital for utility value
Strive to adopt more
digital channels and
often follow early
adopters
Digital technology and
channels are
embedded in their lives
TRADITIONAL EXPERIMENTAL TRANSITIONAL SAVVY
SOURCE : ACCENTURE DYNAMIC CONSUMERS

6. WE LIVE IN A
ERA OF
INCREASINGLY
CONNECTED
DEVICES
28.2%
Smartphone users
367 Million
Mobile Messaging users
72 Mn
Tablet users
72%
Adoption rate of Smart speakers
52%
Annual Growth of VR headsets
10.8%
Proximity mobile payment
140 Mn
OTT Subscribers
26.8%
Digital Shoppers
Sources : e-marketer, Accenture
https://forecasts-na1.emarketer.com/584b26021403070290f93aa0/585191880626310a2c1867d6
https://forecasts-na1.emarketer.com/584b26021403070290f93aa0/585191880626310a2c1867d8
https://forecasts-na1.emarketer.com/5a9084686ace8d0c50436790/5a905db26ace8d0c50436726
https://forecasts-na1.emarketer.com/5b5812568ba72b0f406f5b7e/5a58ecead8690c0dfc42e83b
https://forecasts-na1.emarketer.com/5b3ba5b381f26a04c8be0974/5b3b90e181f26a0dc49177c5
https://forecasts-na1.emarketer.com/5a57bc95d8690c0dfc42e722/5a579540d8690c0dfc42e660
https://community.nasscom.in/communities/nasscom-insights/growth-of-immersive-media--a-reality-check.html
https://newsroom.accenture.com/news/smart-speaker-usage-booming-worldwide-accenture-study-finds.htm

7. THE PROLIFERATION OF
DEVICES & TECHNOLOGY AND
THE ACCOMPANYING
EXPLOSION OF DATA COMES
WITH ITS OWN CHALLENGES

8. THE PRIVACY-
PERSONALIZATION PARADOX.
While the consumer seeks a personalized experience
from brands, he is wary of his privacy due to inherent
mistrust in advertising

9. MORE DATA. MORE PROBLEMS.
Image Credit : Economist covers, http://www.economist.com/printedition/covers?print_region=76980

10. We’re an idealistic & optimistic
company. For the first decade, we
really focused on all the good that
connecting people brings. But it’s
clear now that we [Facebook] didn’t
do enough.
We didn’t focus enough on
preventing abuse & thinking through
how people could use these tools to
do harm as well
“
” Image Credit : https://www.wired.com/story/facebook-about-the-cover/

11. POLICY
MAKERS
HAVE
STARTED
MANDATING
PRIVACY
RULES &
POLICIES
GDPR
Passed 2016
Effective 2018
CCPA
Passed 2018
Effective 2020

12. WITH MANY
MORE
POISED TO
FOLLOW
SUIT

13. BUSINESSES
ARE
ATTEMPTING
TRANSPARENCY
BY GIVING
CONTROL TO
THE USER.

14. …AND
TRYING TO
GAIN
TRUST BY
CLEANING
UP THE
DIRTY
CONTENT
10K
Content Moderators
8M
Videos Removed
2M
Videos De-Monetized
For Misleading
Content Tagging
7.5K
Content Moderators
583M
Fake Accounts Removed…
21M
Pieces of Lewd
Content Removed…
2.5M
Pieces of Hate
Speech Removed…
Source:
YouTube (5/18, 12/17 ), Facebook (Transparency Report: 5/18, 5/17, 2/18).
Note: All Google content moderators represent full time hires but Facebook content moderators are not all full time.
https://www.kleinerperkins.com/perspectives/internet-trends-report-2018/

15. HOWEVER, THE MORE
THINGS CHANGE, THE
MORE THEY SEEM TO
BE THE SAME

16. AD FRAUD IS STILL A REALITY
Image Credit : giphy.com

17. For every $3 spent on online
advertising, $1 ends up in
fraudsters’ pockets.
SOURCE : ADAGE
Ad fraud in 2017 was around $19
Bn and expected to go up to $44
Bn by 2022
SOURCE : JUNIPER NETWORKS

18. AD FRAUD
COMES IN
VARIOUS
SHAPES
AND
FORMS

19. RISING USE OF
AD BLOCKERS
615M
DEVICES
11%GLOBAL INTERNET
POPULATION
67%
MILLENNIALS

20. THE RULES OF
ENGAGEMENT ARE
UNDERGOING A CHANGE

21. BRANDS ARE
PULLING UP
TECHNOLOGY
AND AGENCIES
TO BE MORE
ACCOUNTABLE

22. THIRD PARTY COOKIES NO
LONGER RELEVANT
DISABLED THIRD PARTY
COOKIE BY DEFAULT.
60% OF THE TOTAL BROWSER BASE,
NOT YET DISABLED

25. FAILURE
OF CPC AS
A MODEL
CLICK TO CONVERSION RATES
HAVE BEEN GOING UP.
TOO MANY CLICKS FOR TOO
LITTLE CONVERSIONS.

26. LACK OF
TRANSPARENCY
HIGH “TECH
TAX”
• DISCREPANCIES IN AD-
NETWORK/PUBLISHER VS.
ADVERTISER
• 10% OR LESS IS THE ACCEPTED
INDUSTRY NORM, TYPICALLY
MUCH HIGHER.
• TOO MANY INTERMEDIARIES
• VALUE CHAIN LESS RELIABLE AND
MORE MURKY

27. TRUST TRANSPARENCY
CONTROL DATA GOVERNANCE
FRAUD ACCOUNTABILITY
HOW TO ADDRESS THE BIGGEST
CHALLENGES IN DIGITAL
ADVERTISING

28. MAKING COOKIES REDUNDANT.
TIGHTER INTEGRATION BETWEEN
PUBLISHERS AND ADVERTISERS.1

29. CHANGING OF MONETISATION
MODEL
BETTER ATTRIBUTION.2

30. BETTER FRAUD DETECTION
THIRD PARTY ATTRIBUTION TOOLS
3

31. INCREASED FOCUS ON
CONTENT CREATION AND
MANAGEMENT
4

32. NEW FORMATS
FOR ENHANCED
CONSUMER
EXPERIENCE5

34. TECHNOLOGY DOESN’T SOLVE ALL
OUR PROBLEMS BUT IT DOES
SOLVE “ALMOST” ALL OF THEM.
A parting thought

35. THANK YOU.
QUESTIONS ?