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Group3 sec b_ branding in digital age

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Sameer Mathur
Sameer Mathur

Digital Marketing

Marketing
1 of 19
Branding in Digital Age Group 3 Asmita | Fela | Prasanna | Prathiba PGP30304 | PGP30086 | PGP30330 | PGP30331
Agenda Learnings from the article Real-life Indian Market Example
Learning from the article
Traditional Funnel Approach How consumers were buying then Consideration Set  Evaluation  Decide  Buy
Buying in Digital Age How consumers are buying now Consider  Evaluate  Buy  Enjoy, Advocate, Bond  Buy (Loyalty Loop)
What has changed? The number of “Touch Points” between the Brand and the Consumer has “increased” New Touch points are increasingly Digital in nature
What has changed? Earlier communication was One-way  Funnel Model Communication in Digital Age is Two Way – CDJ https://www.youtube.com/watch?v=RJJMa46Q574
What does this call for? Resource allocation based on Touch Point and CDJ  Currently 70-90% of Marketing budget is spent in Consider and Buy stage  Consumers are most influenced during evaluate and enjoy- advocate-bond stages
Examples in Indian Market
Asian Paints Digital Branding Digital Assets owned by Asian Paints
Digital Asset to CDJ Stag Mapping Digital Asset CDJ Stage Retail Website with several web applications Through all the stages Mobile App Evaluate and Enjoy- Advocate-Bond Social Networking Pages (Facebook & Twitter) Enjoy-Advocate-Bond YouTube Channel Evaluate and Enjoy- Advocate-Bond Blog Evaluate and Enjoy- Advocate-Bond
THE WEBSITE
THE GAME Tie up with Sony Computer Entertainment in Europe to create the game Ra One for PlayStation Platform
• Spent ~INR 15 crores on social media marketing • Own official website with exclusive contents and updates of film • Collaboration with YouTube, Google’s G+ social network • Tie ups with social networking sites like Go Jiyo, Twitter, Facebook social media
Creating ‘Privileged Users’ The official Ra.One page also contains an embedded playlist and a link to the merchandise store
GAME OVER

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Group3 sec b_ branding in digital age

  • 1. Branding in Digital Age Group 3 Asmita | Fela | Prasanna | Prathiba PGP30304 | PGP30086 | PGP30330 | PGP30331
  • 2. Agenda Learnings from the article Real-life Indian Market Example
  • 4. Traditional Funnel Approach How consumers were buying then Consideration Set  Evaluation  Decide  Buy
  • 5. Buying in Digital Age How consumers are buying now Consider  Evaluate  Buy  Enjoy, Advocate, Bond  Buy (Loyalty Loop)
  • 6. What has changed? The number of “Touch Points” between the Brand and the Consumer has “increased” New Touch points are increasingly Digital in nature
  • 7. What has changed? Earlier communication was One-way  Funnel Model Communication in Digital Age is Two Way – CDJ https://www.youtube.com/watch?v=RJJMa46Q574
  • 8. What does this call for? Resource allocation based on Touch Point and CDJ  Currently 70-90% of Marketing budget is spent in Consider and Buy stage  Consumers are most influenced during evaluate and enjoy- advocate-bond stages
  • 10.
  • 11.
  • 12. Asian Paints Digital Branding Digital Assets owned by Asian Paints
  • 13. Digital Asset to CDJ Stag Mapping Digital Asset CDJ Stage Retail Website with several web applications Through all the stages Mobile App Evaluate and Enjoy- Advocate-Bond Social Networking Pages (Facebook & Twitter) Enjoy-Advocate-Bond YouTube Channel Evaluate and Enjoy- Advocate-Bond Blog Evaluate and Enjoy- Advocate-Bond
  • 14.
  • 16. THE GAME Tie up with Sony Computer Entertainment in Europe to create the game Ra One for PlayStation Platform
  • 17. • Spent ~INR 15 crores on social media marketing • Own official website with exclusive contents and updates of film • Collaboration with YouTube, Google’s G+ social network • Tie ups with social networking sites like Go Jiyo, Twitter, Facebook social media
  • 18. Creating ‘Privileged Users’ The official Ra.One page also contains an embedded playlist and a link to the merchandise store