The document discusses a shift in brand marketing focus towards building advocacy among fans through user-generated content and personalized interactions on social media platforms. It highlights the importance of new metrics for evaluating consumer engagement and the rise of mobile internet usage in India, particularly through applications like WhatsApp. Additionally, it notes the growing significance of storytelling in advertising and the increasing role of smartphones in consumers' shopping experiences.

3. Focus will shift from gaining followers and
interactions to building Advocacy amongst fans.
Brands on Facebook and Twitter will focus on co
creating products and content basis user
generated content hence paving the way for
Repeat Trials, Loyalty and Advocacy

4. We will now focus on metrics beyond the CPC
and CPM
Get ready for
•
•
•
•
Cost per Engaged Viewer
Cost per Loyalist
Cost of Resolving Queries
Cost per Product Mention

5. People interacting with the app
2,72,323
Those who submitted a design
5,075
Those who won free stencils
800
Inducing Trials
& Creating Advocates
Those who used the stencils on
their wall and shared a picture
400

6. Smartphone features (such as QR
Codes & Apps) and IVR + SMS based
services will help brands keep in touch
with their fans one on one, with
customised content.

7. The consumer visits
an outlet and buys 3
bottles of Foster’s
The consumer sends an
SMS as per instructions
spotted
on a standee
placed at
the outlet
The consumer
receives an
activation code
which helps him
claim his free
bottle of Foster’s
SMS
7

8. • Applications which serve a purpose and are
personalised work best on Mobile
-
It recognises a SmartPhone
when it is next to a store
-
Sends points to the phone
each time it passes by the
store
-
Allows the points to be
redeemed when at the store

9. With internet connections getting cheaper and
faster, users will be more open to watching videos
online.
There will be more emphasis on story telling,
making communication more image centric and
fun.
Instagram as a platform may hence gain further
popularity.

11. With the growth of SnapChat and Instagram, more and more advertising starts
becoming part of content and context

12. • At the end of December 2013, the number of mobile internet users
in India stood at 103 million out of which 47 million were
smartphone users
• 76% of all smartphone users in India use WhatsApp, who spend
around 33 percent of their browsing time on this application
• Whatsapp is the undisputed leader in the smartphone chat
segment
• As of December 2013, Whatsapp has 400 million active users
worldwide

16. • Mobile money in the form of M-pesa is
empowering 67.5 Million Unique Users (those
in Tier2 and Tier3 cities)
• At the same QR codes and mobile extensions
will help smartphone users shop more
comfortably using their credit cards.