This document discusses the complex landscape of digital marketing and opportunities to improve effectiveness. It notes the challenges of inconsistent execution, low efficiency, and many ineffective campaigns. It proposes realizing faster growth by leveraging successes across markets and brands through a collaborative supply-demand model with global governance. This would provide a unified view of analytics to drive continuous improvement through common platforms, processes, tools and standardized digital best practices.

4. Marketing fights to acquire new and retain/engage existing subscribers/
consumers…while the internet and other factors change daily
New regulations Conversion pressures Providing relevancy
Web New or emerging channels SEO/SEM
analytics Creating
Numerous agencies and specialty vendors
Conversations
Integrating Partner offers Multi-faceted cross-channel campaigns
Legal requirements
Propensity Modeling
Leveraging positive press, quickly reacting to negative
Usability
Responding to external / economic conditions
Measuring effectiveness of new campaigns and technology spend
Behavioral modeling
New technology and new marketing paradigms
(e.g. social)

7. » Internet replacing day time TV - Zynga 43 M users per day vs. Oprah
7.5 M viewers
˃ First year in history where nr. of US cable subscribers declined
» YouTube is positioned to be the dominant media outlet in 10 years
» Half of online users in UK use social media in 2010
» People spend more time on the Internet with their mobile devices
» Video games eclipse Hollywood box office receipts
» Spawn of Groupon: Coming soon to an inbox near you!
» Facebook and other social networks becoming more influential
˃ 71% of Inc. 500 companies have used FaceBook in 2010
˃ 85% thought that using FaceBook was successful
Creating Brand value
is what really
matters

8. Growth in GDP has a direct correlation to
Internet & Mobile usage

10. Brainstorming / Conceptualization, Data Requirements For All Forms, Validation Rules, Federal Regulation
Review (FDA, HIPAA, COPPA, SafeHarbor), Adverse Events Management and Integrations, Open Text
Moderation (Comment Fields, Contests, Blogs, Social Media Posts),
Define KPIs / CSFs, Opt-In / Out Legal Compliance, Opt-In Auditing, Opt-Out List Management, GSK PII / SPII
Compliance (Data Encryption, Site Security), WADS/WAST Scanning, Legal Statement, User Credential Management,
Password Security Compliance, Project Deployment, Data Integrity Testing,
Approve Content and Creative, Password Reset Functional Design, Report System Design, Campaign
Performance Monitoring, Agency Coordination, Specialty Vendor Identification, Specialty Vendor Vetting, Manage
Coupon Vendor Integration, Intrusion Detection, Email Client Testing,
Participate in User Acceptance Testing, Blacklist Monitoring, BuyNow – Retailer Configuration, Hardware Acquisition /
Configuration, Server Performance Monitoring, Domain Acquisition, DNS Pointing, Acquire SSL Certificate, Data and Site
Backup, Functional Development, Functional Testing,
Execute Adaptive Marketing, CMS Template Set-Up, CMS Content Insertion, Asset Management (PSDs, Copy
Decks, Flash, etc.), Mobility Testing, Data Integrity Testing, Test Case/Plan Development, Automated Test Scheduling,
Browser Testing, Integrate SEO Data, Coordinate Coupon Print Limits, Specialty Vendor MSA / SLA Development,
Email Vendor Integration, Complete Coupon Collateral Forms, Regression Testing

11. • Digital Marketing is the
integrating force for many
different business services
• Complexity is costly:
• In dollars
• In performance Marketing
& Brand
• In resource time
Presence
• In time to market
• In measurement and
analytics

12. • Realize faster growth
• Leverage Digital Marketing successes across
markets and brands
• Deepen customer relationships
• Lower cost of operations

13. • Many current digital marketing campaigns are ineffective and have
low impact
– Need to be more customer-centric, use personalization, localization, social
media, create communities of interest
– Need to have a overall view of analytics in order to better leverage the data
to drive continuous improvement
• Inconsistent execution across markets, business units, & brands
– Capability gaps due to lack of common platform and processes
– Multiple providers using disparate technologies
– Lack of accountability for one off providers
• Low efficiency
– Limited reusability
– Limited standardization, common tools and processes, & technology
– Lack of transparency for performance metrics of different providers

19. • Demand Management: In-
Market Knowledge Intensive
Strategy & Planning
• Supply Management:
Resource Intensive Supply
distributed execution
• Support: Enhancement, Break
Fix, Hosting, & Analytics

20. Service Management
• Business unit aligned
• Collaborative supply-demand model
• Build – Execute with a pursuit for
perfection
• Adaptive real-time change management
• Global governance & compliance
• Digital best practices
• Manage to business objectives globally
• KPI & CSF reporting and analysis
Innovations Team
• Practical technology adoption
• Global digital marketing
platform
• Integrated marketing services
Client Management • Repeatable process
• Brand and market level alignment enablement
• Catching the vision • Enabling digital innovation
• Manage to brand team objectives
• Engage with local relevance and reach
• Define the Digital Solution
• Enabling creative teams
• Digital Dashboard & Analytics service delivery

21. Digital
Innovation
Elements
Knowledge Management Domain

23. Game Changers (Pull Environment)
•Customer Engagement via pull technologies
•Two-Way communications providing promotional
and educational materials
Interactive •Rich Media, Web 2.0 platforms, Immersive platforms
Chat/ Video
Virtual Events
MARKET SOPHISTICATION
(KOLS, Speaker
Forums HCP
Training) Chart the Course
(Push Environment)
Email
Marketing Traditional CRM •Customer Engagement via push
Integration technologies
e-Commerce “Customer 360ˮ •One-Way communications providing
(On-line ordering, Promotional, Non-Promotional and
POS, Coupons) Educational Materials
3rd Party
Content
Search Engine Digital Call Center
Optimization
Syndication Do the basics right
Digital •Improve speed to market
Asset Social Platform Online Samples •Enable standards & compliance
Web Manageme (blog, wiki, forums) Management
nt
•Increase value in existing spend
Analytics •Focus on consolidation verses
Portals, SMS
Websites, proliferation
Marketing
Web Content Microsites Immersive Platforms
Management (Learning, Training,
Sentiment Mobile Conferences)
Internet Hosting
Monitoring Platform Evolved Repetitive Solution
(web listening)
Evolving Point Solution
One-off Solution
SOLUTION DEPTH

24. Contact us for Marketing and Digital Strategy :-
Apurv@theglobaltechnopreneur.com