The document discusses the evolution of marketing and the interplay of various disciplines, emphasizing the shift toward engagement-led strategies and the integration of social media and email. It highlights the importance of understanding customer behavior across multiple channels and the need for relevant and accountable marketing tactics. The piece also reflects on historical examples and the evolution of digital marketing, suggesting that while tools have improved, the fundamental approaches have remained consistent.

1. Engagement led Marketing
What makes different marketing disciplines interplay?
Shalabh Pandey ChasingTheStorm.com

2. Display trumps TVControl Shift
Digital
Experts
(Many of us)
Déjà vu?
Old Spice ad
Burger King Ad
Best job in the world
Everything will be
mobile
Search trumps display
Organic trumps paid
search Email is dead

3. Forrester.com
http://sproutinc.com/2010/06/why-highly-interactive-display-advertising-spend-is-about-to-jump/
Reality check
Richer creative
Display is
flexible,
adding ‘social
components’
possible
Trend towards clear
division in demand
generation Vs
Branding led
display advertising is hale and hearty

4. Emarketer.com; covario.com; http://dhdeans.blogspot.com/;
Reality check
SEO and Social Media
integration Top
priorities
Paid search
moves beyond
Search engines
(Facebook,
Twitter, LinkedIn)
10%-20% of PPC budgets
might move to Facebook in
2011
social and search interplay

5. http://www.exacttarget.com/sff/index.html
http://blog.kryptonite.co.nz/compelling-reasons-to-integrate-social-sharin
Reality check social and email interplay
90% receive
brand mails,
40% follow
Brands on
Facebook; 5%
on Twitter
Clear opportunity to tie
email programmes and
social channels
Email still important
CRM/Social CRM

6. So what’s the glue?
RT
The answer is out there, Neo, and it's looking for you, and it will
find you if you want it to
-Trinity (Matrix)

7. Once upon a time

8. Heard of Alexander
the Great?
Meet (probably) the
first social media
marketer
How about
Ashoka (the
Great)?

9. If you were an Emperor…
How
would you
change
the world?

10. This is a blog
(Sort of)
‘Stupa’ Stone carvings of Ashoka’s thoughts on Religious tolerance, animal welfare
and health reforms (250 BC)- distributed content across India for general publics

11. Leverage MicroInfluencers™

12. EVOLUTION OF MARKETING

13. ~250BC
…about 23centuries ago

14. 21st Century
The MicroInfluencer™

15. ~250 BC
…about 25 centuries ago

16. 21st Century
Marketing has come a full circle
(but we are not smarter- we just have better tools)

17. EVOLUTION OF DIGITAL MARKETING

18. 1994
The first banner ad
(It sucked)
But you could measure clicks!

19. 1996
Arrival of flash
…now you could not only click on a banner (and
measure that click) but also find how long
people played with the banner

20. 1999-2002
The dotcom bubble
…reinvention
…emergence of search engine marketing

21. 2003-2009
Maturing of medium
And advertisers…and agencies
Emergence of ‘Social Media’

22. 2011 and beyond
More integration
Non-Line
Digital Brand Management
Interplay
‘Engagement
ties
everything
together
User at the
core (not
tools)
Shalabh / ChasingTheStorm.com

23. The truth

24. Rampant fragmentation
Search Engine
Instant Messenger
Email
Affiliate Programmes
Ad Networks/DSP Digital iTV
SMS/MMS
Apps
WAP
In-game advertising
Blogging
RSSContent
Information
More channels, More often, different ways,
different mix
Mobile

25. Who
twisted my
funnel?
Preference and purchase intent
is moulded at multiple levels
ChasingTheStorm.com
Look Ma! It’s not linear
anymore!

26. RT
If you are not confused by what is going
around-you are not in touch
-Tom Peters

27. (This is probably all you need)
Method in the madness
Discoverability
Engagement
If consumers are across multiple channels, ensure relevant presence across all
channels. Get your brand found.
Engagement. Not just be there. Do something relevant
Accountability
Insights. This tells you what exactly is ‘relevant’
Shalabh / ChasingTheStorm.com

28. Insights, relevance, reach
•Where are my customers? What ticks them?
Visualization: Brandtology, Google Ad Planner
Discoverability

29. Engagement
Display/eMail/CRM/Search
Demand Generation
Dialogue

30. Accountability
Identify business
goals
Track and measure
(or set proxies)
Understand that
different media
could work
differently
Reach Engagement

31. How to win the interplay
game
http://chasingthestorm.com/skills-of-
a-rockstar-planner-video/

32. Your Turn
What’s your focus discipline- and how do you make it
‘engaging’?

33. Reality check
•Where are your
customers?
•What ticks them?
Do it wrong
quickly
•Fail fast and fail
cheap
•Test, Test and
test
Engagement is the glue that will bind it together
(Have an engagement strategy)
Plan
•Discoverability
•Engagement
•Accountability
Control has
shifted
•But there are
more
opportunities to
connect
•Deliver carefully
aligned marketing
messages across
channels
Shalabh / ChasingTheStorm.com

34. RT
Marketing takes a day to learn.
Unfortunately it takes a lifetime to master-
-Philip Kotler

35. Interplay through engagement
FTW

36. • http://www.flickr.com/photos/mazboot/2290223478/sizes/o/
• http://www.flickr.com/photos/wakingtiger/3156792397/sizes/m/in/photostream/
• http://www.flickr.com/photos/wakingtiger/3157623372/sizes/m/
• http://www.flickr.com/photos/wakingtiger/3157622308/sizes/m/in/photostream/
• http://www.flickr.com/photos/wakingtiger/3156792849/sizes/m/
• http://rennellgarrett.com/wp-content/uploads/2010/03/storytelling.jpg
Shalabh Pandey
ChasingTheStorm.com
hi@shalabhpandey.com
Twitter: @shalabhpandey
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