Philip Kotler had defined marketing communication long back. How relevant is it in the digital era? See how the basic theories of marketing communication map to digital strategy.

1. Marketing Communication

2. What is Marketing Communication?
The means by which we attempt to
• inform - Reach out to TG with our message through different media
• persuade – get people to sign-up/show interest/buy
• remind – Re-Marketing, Re-engagement
Consumers (Existing or Potential), directly and indirectly, about the
products/services and brands we try to sell.
(Adapted from Philip Kotler)

3. Consumer Decision Steps
Christian Betancur’s NAITDASE Model –
• Need – Product/Service and TG fitment
• Attention – In digital advertisement - Impressions, Reach
• Interest – Responds to our Ad CTA
• Trust – have all the trust building factors in Landing Page
• Desire – Create desire by lowering risk, highlighting gain
• Action – Buy / Submit Lead / Sign-up
• Satisfaction – Living up-to the product/service promise
• Evaluation – By the customer. Positive…Loyalty & Advocacy

4. INFORM

5. First Thing
Be guided by the Business Objectives
Sales
Increase Brand Awareness to have more Sales without much cost in long term

6. If our digital marketing merely adds to the noise, we are losing out

7. Communication Model
What happens at the Receiver’s (Read Potential Consumer) End –
Selective Attention – bombarded with ~ 400-500 Advertising messages every day…ignoring most of them
Selective Distortion – hear/see only what fits into his system of belief
Selective Retention – In the long term only remember a fraction, thus multiple positive reinforcement is necessary

8. Communication Design
• What to Say – Message
Should be guided by our understanding of the Receiver…deeper the better
Due to even lower selective attention on digital space, should be more direct
• How to Say – Creative
Have Informational appeal – Focus on product/service benefits, USPs
Have Emotional appeal – Stir-up emotions the brand wants to associate itself with
Has to adapt to the media being used
• Who should Say – Source
Most of the time the brand itself
Sometimes known people, celebrities…Higher cost, Higher gain, Higher Risk…Snapdeal-Amir
Real People…Customer testimonials…should look real
The final thing should be a thumb/finger stopper

9. PERSUADE

10. Landing Page Step by Step
The place where the user lands should -
• First re-inforce the Ad. Promise – WISIWIWG - What I Saw Is What I Would Get and
give some more
• Build trust for the Brand – creds, celebrities, testimonials
• Build trust for the product/service offered – Product/service features, videos
• Lower risk – Free Trial, Shorter forms, Get Call Back, COD, Try, Return Policy etc.
• Enhance gain – Offer, Discount, Limited period
• Highlight CTA and repeat

11. Mass Product Niche Service

12. REMIND

13. Re-Marketing
People who come to your page –
Either get convinced and Fall for the Trap 
Or Leave the page without taking action
Unfortunately, the 2nd set is huge. According to Forrester Research, 96% of people
who visit a website leave without completing the action the marketer would have
liked them to take.
Remarketing gives you a second chance, third, fourth…till you think it will be an
overdose.

14. Re-Marketing
The re-marketing message and creative -
Must be Segmented…especially e-commerce sites
Should portray Exclusivity / Personalization…Trip Advisor does this beautifully
and if possible, highlight Urgency

15. Re-Engagement
People who buy once, due to their Selective Retention would forget your brand,
product/service.
We need to remind them – get more sales and / or get referrals
Depending on nature of product/service, one time buy or frequent or somewhere in
between, the message and creative should be decided
Have different type of Newsletters for existing customers
Create online communities

16. Thank you for bearing me for
so long 