Sanjay Mehta's presentation at IIM Raipur - December 2019

1. The digital transformation

2. If you’ re over 25, it may s eem like 15 years went by in jus t a coup le of blinks of
the eye.
But in the world of marketing differences in concep ts , tools and p ractice ap p ears
like a lifetime ap art.

3. Two developments have
changed marketing forever.

4. Arrival of the internet
Rise of
global
branding

5. Then It was….

6. Print
Telev ision
Newspaper
Magazine
Radio
Telephone

7. Now It is….

8. Email

9. Beyond It will be….

10. Voice
Artificial intelligence
AR / VR Intelligent content

11. While there are lot of things happening
we would cover 3 major points today

12. AutomatedAgile Integrated
Is

13. Why is agile a growing trend these days
Because agile means good! And Fast!

14. When executives say “Agile” to product teams, it might mean…
“I want you to get six months of work done in two weeks!”

15. When product teams say “Agile” to marketing teams, it might mean…
“I want you to stop asking us about deadlines!”

16. When marketers say “Agile”, it might mean…
… you know, like, good! And fast! Agile!!

17. What does agile exactly mean?

18. Agile is a movement that unites
everybody in an organization
around the continuous delivery
of customer value.

19. It’s easier to run a daily stand -
up than to stand up against
business as usual

20. So how do we go agile?

21. We must give up the quest for personal advancement
through functional empire -building.

22. We must give up the idea that only we as marketers truly understand
the “voice of the customer.

23. We must give up our best
excuses.
… even when those excuses are
“Agile”

24. “I remind [marketing teams ] that they have a lot more control over their
des tiny th a n th ey ma y th ink. If you jus t a tta ck it from a rea lly p ra ctica l
p ers p ective — How do they work, how do we work, where do we really have
to be connected, a nd wh ere do we not need to be connected? — there’s
always a way.”
- Michelle Pelus o, CMO of IBM

25. Being agile is great
But
Have you ever heard of marketing processes getting
automated

26. Marketing
transformation is
underway

27. A busy day in everyone’s life

28. Personalization is the new black

29. Here’s where marketing automation comes in

30. No manual effort

31. What's in it for me?

32. It saves time
Helps you get
more out of
your CRM
Gives you
“big picture”
data
Consistency
Enables
personalizatio
n
Focus on
strategy

33. I’m sold!
How do i get started?

34. Figure out what you need

35. Do your research

36. Start
A
Free
Trial

37. Connect with someone from their team

38. Here’s an example of how
marketing automation works

39. Objective
Inc rea s e Tra ns a c ti o ns & Ti c ket s i ze
Appro ach
RFM model
Co m m u n icatio n Chan n els
Em a i l, SMS, Web Studi o , Pus h N o ti fi c ati ons

40. Segm en ts targeted
HML Segm ent
Geo gra phy B a s ed
Weekda y / Weekend
Cus to m er Purc ha s e Hi s to ry
Event B ased Segment

41. Execu tio n
6
Customer Journeys created on monthly basi s
105
Ca m pa i gns run o n a m o nthly ba s i s

42. Im pact
24%
jump i n revenue contri buti on from CRM base
130%
i m pro v em ent i n c a m pa i g n RO I

43. “Business marketing has exploded in scope and complexity making
it practically impossible for marketers to efficiently and
effectively reach target customers without a fully implemented
marketing automation system.”
–IDC Group

44. All that being said

45. Here comes the final aspect of
integrated marketing

46. Years ago, the concept of integration applied mainly to
consistency in branding elements.

47. It all got fragmented with the digital transformation

48. Nowadays content is the common currency of every market
and consumer touchpoint

49. Communicating brand message
to a larger audience

50. Let’s see how it
actually worked

52. Overv iew
A t R s . 1 8 . 3 0 l a k h c r o r e s ( m a r c h ’ 1 7 ) t h e c a t e g o r y o f
f u n d s w a s s t i l l a l o w p e n e t r a t e d c a t e g o r y a t a m e r e 2 %
T h e m u t u a l f u n d c a t e g o r y c o n s i d e r a t i o n w a s h a m p e r e d b y
n e g a t i v e a s s o c i a t i o n s & c o n s u m e r “ m y t h s ” – n o t s a f e , n o t
l i q u i d , r e q u i r i n g h u g e s u m s f o r i n v e s t m e n t , e t c .

53. Challen ge
T h e c h a l l e n g e w a s t o b u r s t t h e m y t h
n o t s a f e a m o n g s t t h e c o n s u m e r s

54. Objectives
• To i n c r e a s e s o c i a l c o n v e r s a t i o n s i n m u t u a l f u n d s
• To e n g a g e s m a l l t o w n I n d i a a u d i e n c e s i n m u t u a l f u n d s
• To d r i v e p u r c h a s e i n t e n t f o r m u t u a l f u n d s b y l e a d i n g p e o p l e t o t h e “ I n v e s t
p a g e
• I m p r o v e p e r c e p t i o n s o f m u t u a l f u n d s
• I n c r e a s e m u t u a l f u n d s i n v e s t m e n t i n I n d i a

55. Appro ach
A r t o f c o n v e r s a t i o n - D o n ' t p r e a c h , c o u n s e l

56. TVC Website So cial
Media
Mu tu al
fun d
Calcu lato r
We also touch the regi onal audi ence by translati ng the enti re websi te
a nd c o ntent i nto v a ri o us Indi a n la ng ua g es
A nd s i nc e every pla tfo rm ha s i ts li m i ta ti o ns we c rea ted enti re
jo urney o f the vi ewer to m a ke s ure s he/ he i nves ts i n o rder to a c hi eve
o ur o bjec ti ve

57. Channels used
Newspaper – digital
Magazine – digital
Online Ads
Website
Social media
Mobile
Video
Radio

58. Impact
5x increase in conversations
18,984 people website shares on personal profiles
54 million reach with a total engagement of to 3 million
Total 3 million visitors
We converted 3 million visitors to 0.68 million (22%) informed potential investors to 0.25 million (35%)
potential investors through our guided website interaction.
17% increase in assets managed by the Indian mutual fund industry, from 18.30 lakh crore to 21.45 lakh
crore.

59. Key takeaways
Be Agile
Keep yourself updated
B e qui c k
B e res po ns i ve

60. Key takeaways
Go automated
Identi fy your goals
Cho o s e the ri ght pla tfo rm
Us e pro per ex ec uti o n pro c es s

61. Key takeaways
Integrate
Identi fy your TG
Pi c k yo ur c ha nnels
Ma ke pla tfo rm neutra l c o ntent
Ens ure wo rki ng i n s ync

62. “Marketin g’s jo b is n ever do n e. It’s abo u t perpetu al
m o tio n . We m u st co n tin u e to in n o vate every day.”
— Beth Co m sto ck, Fo rm er CMO & Vice Chair, GE