Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places by David C. Edelman

1. Group 11, Section A, IIM Lucknow
Sushma | Aditya | Vishal | Shalini | Ramanjot
Under the guidance of
Prof. SAMEER MATHUR

2. Traditional Funnel View
BUY
Many Brands
Fewer Brands
Final Choice

3. Many Brands
Fewer Brands
Final Choice
BUY
BUY
Traditional Funnel View

4. Conventionally, Marketers used this funnel view to take decisions regarding
touch points
They used paid-media & push marketing at some defined points along the funnel
to build awareness, drive consideration & inspire purchase

5. PRESENT CONSUMER DECISION JOURNEY
BUY
ENJOY
BOND
ADVOCATE
EVALUATE
CONSIDER

6. DIGITAL
MEDIA

7. Paid Media
Paid media is when you pay to
leverage a third-party channel.
Paid Search Results
Paid Advertisements

8. Owned Media
Owned media refers to any channel
or profile that is owned, controlled
and maintained by the brand itself.
Websites
Social Media Profiles
Blogs

9. Earned Media
Earned media is when customers, the
press and the public share your
content, speak about your brand.
Unsolicited Reviews
Viral Content
Word of Mouth

10. Understanding Digital Media
Through APPLE

11. Paid Media Owned Media Earned Media

12. Paid Media Owned Media Earned Media

13. Paid Media Owned Media Earned Media

14. Do we need an integrated Branding Strategy ????

15. Is consumer’s exposure to digital media more influential than WHAT MARKETERS ARE
DOING TO SELL the Product?
1.

16. 2. Consumers are exposed to so many brands… it is easy for a brand to get
excluded from the CONSIDERATION SET

17. 3. Consumers interact with the TOUCHPOINTS apart from the product

18. 4. Mismatch between “where marketers spends” and “ where consumers
gets influenced”

19. Word of mouth is a very influential factor for Branding in the digital age5.

20. THE WAY OF BRANDING IS CHANGING !!!

21. THEN NOW
Owned Media: Controlling Ads on YouTube New
touchpoints for branding : Rio Olympics
Aired on YouTube (Owned Media)
Paid media : TV Ads
Old touch points: Billboards, Other print
Media

22. THEN NOW
Old touch points: TV
Ads
Bill boards
Buses ( an example of
Guerrilla marketing)
New Touchpoints: College Campus
Involving students through competitions

23. THEN NOW
New touchpoints: Celebrating Real life
Hero Arunima Sinha a prosthetic to
climb Mt. EverestOld touchpoints: TV Ads
showing Crazy stunts
Customers involvement
reacting to the Blog of
Mountain dew

24. NOWTHEN
Old touchpoints: Print Media
New touchpoints: Video for illustration of
product features

25. Few examples of Modern Branding in Indian
scenario

26. Consistency Across
Different Mediums

27. Presence Across
all Stages of
Customer
Decision Journey

28. Understanding Indian
Market

29. Visible across all
consumer Touch
points

30. Responsive to
Customer
Reviews

31. Striking the right cord
Every time

32. Reinforcing the
brand Image at
every possible
time

33. Products for all consumer needs
Strategic Placement of Products

34. New Roles of Marketing

35. Multiple Touch Points

36. New Roles in Marketing
• Orchestrator
Demand for coordination
Manage other activities
Traditional & Digital Marketing
Communication
Customer Services & Market Research
Product Literature Design
Product Registration & warranty
program

37. • Publisher & “content supply chain” manager
Generate & rationalizing high amount of content
for both online and offline
Coordination between the information provided
between content
Enhanced customer experience and journey
Support consumer and engage the consumer
New Roles in Marketing

38. • Marketplace intelligence Journey
Increasing information of customer experience
Distribution of data across the organization
Usage of analytics
New Roles in Marketing

39. Roles of Marketing Examples
in Indian Context

40. Pepsi: Make your own Advertisement
 Record your own
advertisement for Pepsi
 Content managed across
social media and shown across
all media channels
• Facebook
• TV
• YouTube
 Involving the customer
 Managed the customer data
across all media

41. Nike: Data Analysis
 One of the biggest data analytics
company
 Acquires data through in-built
application of iPhone
 Consumes data through facebook
 Uses the data to analyse the
consumer usage and behavior
 Also uses the same for advance
technology in shoes of linking your
phone or fitness band with shoes

42. L’Oreal on Snapchat
 First cosmetic company to be on
Snapchat
 Coming with instant live pictures and
videos from Cannes
 Need for publishers
 Providing new launch details

43. L’Oreal on Snapchat
 Launched a campaign on snapchat
 Engaging the customers
 Giving them live details about their
favourite stars

44. Oppo: Selfie contest IPL
 Post-purchase engagement and Advocacy
 Increase in
• Likes
• Purchases
• Customer involvement

45. Volvo: Super Bowl Tweet Contest
 Involved consumer to tweet
 Used the interception method through
digital media

46. Volvo: Super Bowl Tweet Contest
 Increased the involvement for 4 hours to a
very high level
 Higher level of consumer engagement but
also consumer satisfaction of involving
loved ones in the advertisement

47. FIVE calls-to-action for marketers

48. 1. Let consumers play !!

49. 2. Mind the Gap: Physical & Digital
Online and Mobile shopper
bought both physical and
digital gift cards
Firm can not afford to
target single medium
without looking at the
product requirements

50. 3. In-store Experience

51. 4. Make Payment Easier

52. 5. Digital Show-rooming
Flipkart Shows consumer how
they may look…
LensKart shows consumer how
they look…

53. THANK YOU !!!