This document discusses the digital evolution in marketing and provides examples of successful digital strategies. It begins with achievements of digital media at HCL Technologies, followed by trends such as the rise of mobile traffic and social sharing. Common digital media pitfalls are also outlined. The document argues that successful strategies reduce costs or increase willingness to pay by helping people connect or strengthen relationships. Examples include how Yelp acquires content through social benefits and how American Express reduces churn through an online community. It concludes with background on the presenter, Apurva Chamaria.
The Evolution of Digital Marketing Communications & What It Means For You in ...Michael Pranikoff
Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff for a CNW Group Event in Toronto on Nov. 22, 2013. As we look towards the year ahead, all of us reflect on the pros and cons of the past year, and look forward to what we have to plan for. In the multi-dimensional world of public relations and marketing, there is much to consider – particularly at a time when communicators are acutely focused on integrated campaigns that will enable them to reach and foster an ongoing dialogue with relevant audiences across traditional, digital and social media. This presentation focused on: The components of the modern communications landscape; PR’s important role in content marketing; Why social media should be treated as a facet of an overall campaign; The importance of telling your story visually.
Mobile Marketing helps the companies to reach the right target audience globally. Digital Marketing landscape have grown exponentially over the years in India.
Sundance Marketing is a leading choice for Digital Marketing in Rochester NY. It specializes in traditional advertising, branding, Internet marketing to help promote businesses effectively.
The Evolution of Digital Marketing Communications & What It Means For You in ...Michael Pranikoff
Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff for a CNW Group Event in Toronto on Nov. 22, 2013. As we look towards the year ahead, all of us reflect on the pros and cons of the past year, and look forward to what we have to plan for. In the multi-dimensional world of public relations and marketing, there is much to consider – particularly at a time when communicators are acutely focused on integrated campaigns that will enable them to reach and foster an ongoing dialogue with relevant audiences across traditional, digital and social media. This presentation focused on: The components of the modern communications landscape; PR’s important role in content marketing; Why social media should be treated as a facet of an overall campaign; The importance of telling your story visually.
Mobile Marketing helps the companies to reach the right target audience globally. Digital Marketing landscape have grown exponentially over the years in India.
Sundance Marketing is a leading choice for Digital Marketing in Rochester NY. It specializes in traditional advertising, branding, Internet marketing to help promote businesses effectively.
Digital marketing presentation - Overview, myths and factssaranshjain50
This presentation covers the overview of myths and facts about digital marketing. It covers the concept of PPC, ADWORDS, SEO, SEM, AFFILIATE MARKETING, EMAIL MARKETING ETC.
It also covers the trend of digital marketing in 2020 and 2021.
Register on the Best freelancing website
www.freelancemantra.com
Get the best digital marketing services from
www.ainitosh.com
To be successful in digital you must prove your value. Includes a list of today's most relevant digital marketing outlets and highlights changes to digital marketing that will impact all marketers in 2016. Learn 5 steps to creating superior customer value, 4 easy ways to make your digital marketing message compelling, and important tactics for optimizing your message.
Created by Reciprocate LLC (www.ReciprocateLLC.com). a Tallahassee-based marketing and technology consulting firm. Originally shared during a special Google Partners Connect event 9-30-15.
In this Presentation, I share various Tools for Startups. The PPT was shared in an eChai Event, Ahmedabad.
The tools I had covered were:
1) Screaming Frog
2) Google Analytics [Advance Tracking)
3) Ahrefs
4) Sumo
5) Ninja Outreach
6) Bonus (Websites to get Lifetime Deals on Tools)
The Future of Marketing: Seizing the Customer ExperienceMarketo
86% of CMOs and senior marketing executives believe they will own the end-to-end customer experience by 2020.
Watch our sponsored webinar to learn why you should never leave the side of your customer on their buying journey and how to prepare for a customer-centric future. We’ll share insights from top CMOs, revealed in new research from The Economist Intelligence Unit, on how they expect to:
- Leverage data and technology to understand customers’ behavior
- Personalize the customer experience through top marketing channels (and how innovative brands are already succeeding)
- Boost their brand value by delivering a better experience
"Retro-programmatic": A Look at Programmatic Marketing Yesterday, Today and T...Rubicon Project
Big data isn't new to marketers. Knowing a brand's audience has stood as a fundamental marketing principle since long before the web and in an era of sophisticated targeting tools and technology has even more relevance. Leveraging a wider variety of datasets (demographic, psychographic, transactional, intent) and strategies (behavioral, retargeting, dynamic messaging) in real-time, marketers can now personalize their value proposition to niche audiences and shorten that path to purchase. And with the right programmatic mindset, marketers will soon be able to deliver that message natively, in outdoors and connected TV.
Thom Clark jobber som Head of video i iProspect Play UK. Under Digital Performance 6.april holdt han foredrag om hvordan video bør brukes i en lønnsom data driven marketing-strategi.
Real Estate digital marketing using Facebook, video, live video, and virtual reality. This is our presentation for the C21 Conference! www.experiencevirtually.com
Digital Marketing NOW - Hot Digital Marketing Trends 2014 vs. 2024FutureM
FutureM 2013 session with Digital Marketing NOW
Speakers:
Gregg Fraley
Co-Founder and Principal, KILN
Tom Shapiro
CEO, Digital Marketing NOW
Digital marketing is experiencing a continual revolution. Marketers must stay one step ahead of the trends if they hope to achieve the amazing. This session comes to the rescue by focusing on the hottest and most meaningful digital marketing trends of 2014. In addition, we’ll offer a glimpse into what trends are on the horizon 10 years from now. Join Digital Marketing NOW to learn what it will take to be a successful marketing executive of the future.
Digital marketingtoolsmagazinejan2010pgs1 25JennifBrown
Welcome to Digital Marketing Tools!
Thank you to everyone who clicked the link below and
took my quick survey. You said you wanted more SEO
and Content Marketing Tips.
My goal is to bring you the latest digital marketing tools,
practical step-by-step guides and ‘how-to’ blueprints from
the best SEO, Social and Content Marketing masters on
the planet!
What is Digital Marketing?- SEO, SMM, Email Marketing etc. etc.Stefy John
A complete guide, which explains the concept of google search, importance of website, mobile friendly website, ecommerce website, digital marketing,seo, keyword optimization ,adwords,social media marketing. Please like and share if you like the presentation.
Marketing Channels: The Digital Marketing Trends for 2021Semrush
As you strategize your marketing efforts for 2021, it’s important to understand how the digital marketing landscape is evolving. New technologies, tools, and tactics are coming to the fore, changing marketers’ promotional strategies across marketing channels.
In this presentation, seasoned experts Pinar Ünsal, and Zaryn Sidhu shared their insights on SEO, PPC, and Paid Social trends.
These slides were presented at the SEMrush webinar "Marketing Channels: The Digital Marketing Trends for 2021". Video replay and transcript are available at https://www.semrush.com/webinars/marketing-channels-the-digital-marketing-trends-for-2021/
As 2017 approaches, what are the top things your small business should be focusing on? Here we share what Propel Marketing and ThriveHive see as the top areas to focus your marketing on in the new year.
The Internet of Things. Wharton Guest Lecture by Sandeep Kishore – Corporate ...HCL Technologies
Internet became mainstream around 20 years ago and the rapid pace of technology development we have seen over these years is fascinating. We are now looking at the biggest revolution ever, in the world of connectivity - Internet of Things (IoT). Everything we can think of around us - at home, work, in the car, or at a retail store -- will be interconnected, exchanging data and information, thus leading to an extremely intelligent network of things. It will lead to richer user experience, improved efficiencies and higher collaboration across the ecosystem. Exciting times await us...
Originally presented in Toronto at Proforma's Lunch n' Learn held at the PPPC show on 01/30/2015. Enjoy a 90-minute Lunch and Learn presentation series on the Digital Evolution of Marketing and find out how you can maximize your marketing with the power of digital media.
Where are you in the marketing evolution? Are you more traditional in your sales and marketing or have you evolved your business to be centred around your ideal customers?
Digital marketing presentation - Overview, myths and factssaranshjain50
This presentation covers the overview of myths and facts about digital marketing. It covers the concept of PPC, ADWORDS, SEO, SEM, AFFILIATE MARKETING, EMAIL MARKETING ETC.
It also covers the trend of digital marketing in 2020 and 2021.
Register on the Best freelancing website
www.freelancemantra.com
Get the best digital marketing services from
www.ainitosh.com
To be successful in digital you must prove your value. Includes a list of today's most relevant digital marketing outlets and highlights changes to digital marketing that will impact all marketers in 2016. Learn 5 steps to creating superior customer value, 4 easy ways to make your digital marketing message compelling, and important tactics for optimizing your message.
Created by Reciprocate LLC (www.ReciprocateLLC.com). a Tallahassee-based marketing and technology consulting firm. Originally shared during a special Google Partners Connect event 9-30-15.
In this Presentation, I share various Tools for Startups. The PPT was shared in an eChai Event, Ahmedabad.
The tools I had covered were:
1) Screaming Frog
2) Google Analytics [Advance Tracking)
3) Ahrefs
4) Sumo
5) Ninja Outreach
6) Bonus (Websites to get Lifetime Deals on Tools)
The Future of Marketing: Seizing the Customer ExperienceMarketo
86% of CMOs and senior marketing executives believe they will own the end-to-end customer experience by 2020.
Watch our sponsored webinar to learn why you should never leave the side of your customer on their buying journey and how to prepare for a customer-centric future. We’ll share insights from top CMOs, revealed in new research from The Economist Intelligence Unit, on how they expect to:
- Leverage data and technology to understand customers’ behavior
- Personalize the customer experience through top marketing channels (and how innovative brands are already succeeding)
- Boost their brand value by delivering a better experience
"Retro-programmatic": A Look at Programmatic Marketing Yesterday, Today and T...Rubicon Project
Big data isn't new to marketers. Knowing a brand's audience has stood as a fundamental marketing principle since long before the web and in an era of sophisticated targeting tools and technology has even more relevance. Leveraging a wider variety of datasets (demographic, psychographic, transactional, intent) and strategies (behavioral, retargeting, dynamic messaging) in real-time, marketers can now personalize their value proposition to niche audiences and shorten that path to purchase. And with the right programmatic mindset, marketers will soon be able to deliver that message natively, in outdoors and connected TV.
Thom Clark jobber som Head of video i iProspect Play UK. Under Digital Performance 6.april holdt han foredrag om hvordan video bør brukes i en lønnsom data driven marketing-strategi.
Real Estate digital marketing using Facebook, video, live video, and virtual reality. This is our presentation for the C21 Conference! www.experiencevirtually.com
Digital Marketing NOW - Hot Digital Marketing Trends 2014 vs. 2024FutureM
FutureM 2013 session with Digital Marketing NOW
Speakers:
Gregg Fraley
Co-Founder and Principal, KILN
Tom Shapiro
CEO, Digital Marketing NOW
Digital marketing is experiencing a continual revolution. Marketers must stay one step ahead of the trends if they hope to achieve the amazing. This session comes to the rescue by focusing on the hottest and most meaningful digital marketing trends of 2014. In addition, we’ll offer a glimpse into what trends are on the horizon 10 years from now. Join Digital Marketing NOW to learn what it will take to be a successful marketing executive of the future.
Digital marketingtoolsmagazinejan2010pgs1 25JennifBrown
Welcome to Digital Marketing Tools!
Thank you to everyone who clicked the link below and
took my quick survey. You said you wanted more SEO
and Content Marketing Tips.
My goal is to bring you the latest digital marketing tools,
practical step-by-step guides and ‘how-to’ blueprints from
the best SEO, Social and Content Marketing masters on
the planet!
What is Digital Marketing?- SEO, SMM, Email Marketing etc. etc.Stefy John
A complete guide, which explains the concept of google search, importance of website, mobile friendly website, ecommerce website, digital marketing,seo, keyword optimization ,adwords,social media marketing. Please like and share if you like the presentation.
Marketing Channels: The Digital Marketing Trends for 2021Semrush
As you strategize your marketing efforts for 2021, it’s important to understand how the digital marketing landscape is evolving. New technologies, tools, and tactics are coming to the fore, changing marketers’ promotional strategies across marketing channels.
In this presentation, seasoned experts Pinar Ünsal, and Zaryn Sidhu shared their insights on SEO, PPC, and Paid Social trends.
These slides were presented at the SEMrush webinar "Marketing Channels: The Digital Marketing Trends for 2021". Video replay and transcript are available at https://www.semrush.com/webinars/marketing-channels-the-digital-marketing-trends-for-2021/
As 2017 approaches, what are the top things your small business should be focusing on? Here we share what Propel Marketing and ThriveHive see as the top areas to focus your marketing on in the new year.
The Internet of Things. Wharton Guest Lecture by Sandeep Kishore – Corporate ...HCL Technologies
Internet became mainstream around 20 years ago and the rapid pace of technology development we have seen over these years is fascinating. We are now looking at the biggest revolution ever, in the world of connectivity - Internet of Things (IoT). Everything we can think of around us - at home, work, in the car, or at a retail store -- will be interconnected, exchanging data and information, thus leading to an extremely intelligent network of things. It will lead to richer user experience, improved efficiencies and higher collaboration across the ecosystem. Exciting times await us...
Originally presented in Toronto at Proforma's Lunch n' Learn held at the PPPC show on 01/30/2015. Enjoy a 90-minute Lunch and Learn presentation series on the Digital Evolution of Marketing and find out how you can maximize your marketing with the power of digital media.
Where are you in the marketing evolution? Are you more traditional in your sales and marketing or have you evolved your business to be centred around your ideal customers?
The evolution of marketing relationshipJorge Prado
Apresentação do artigo The evolution of marketing relationship, de Jagdish N. Sheth e Atul Parvatiyar, publicado em 1995 na International Business Review
Crowdsourced to Cause Marketing: The Evolution of a Brand CampaignGene Begin
Babson College has been the top school for entrepreneurship for over two decades. Despite this niche focus, its position in the market place has not been as finite. With a crowdsourcing microsite at its core, the College’s first institutional branding campaign in nearly 15 years integrated multiple channels to increase brand awareness, engagement, adoption and advocacy with multiple constituencies. Extending its entrepreneurial core into a content marketing hub focused on those with a passion for entrepreneurship allowed the college to rally a community around a cause to extend the brand’s reach far beyond campus. This presentation will follow the path from crowdsourcing to cause marketing and showcase how one college in particular, as well as other institutions along the way, use these methods to extend the brand.
"The Evolution of Digital Media Planning" presented by Joe Pych at Aspen Group Meeting / iMedia Agency Summit on May 3, 2015 at Terranea Resort in Rancho Palos Verdes, CA. Bionic believes that in a post-programmatic advertising world, media planning will evolve to include full-cycle marketing performance management.
Talk at LBi "What's next in UX design",February 2012
In the past designers made products useful, usable and delightful. If we adhered to these principles we believed products would sell. The business factors were mostly external to the product. Now the business model is an integral requirement that shapes digital design.
The consumer electronic products we used to own were the embodiment of access to entertainment, personal media and communication. The past decade witnessed the demise of products we own to the explosion of services, enabled by the internet, we use. Value perceptions are shifting from ownership towards seamless accessibility and habitual choice. Technology convergence affords ever new interactions between context, content and social relationships and consequently value perceptions are in perpetual flux. We've become aware, in retrospect, that business models driven by the internet and reacting to this flux seem to follow evolutionary tendencies.
- A look at a brief history of business models on the internet affected by evolutionary forces.
- Is it all about the survival of the fittest? And are there successful niche opportunities?
- Although evolution is inherently non-deterministic it doesn't harm to ask the question: what lies ahead and where are we going? Can products and services be designed to become more adaptive to evolutionary requirements?
The future of marketing is about being human, because humans don't remember the pitch, they remember the experience. We've got to stop thinking like marketers and start acting like humans to delight our prospects and customers at every touch point. Let's put on our human hats and create an experience worth writing home about.
The overwhelming success of the web 2.0, with online social networks as key actors, has induced a paradigm shift in the nature of human interactions. The user-driven character of these services for the first time has allowed researchers to quantify large-scale social patterns. However, the mechanisms that determine the fate of networks at a system level are still poorly understood. For instance, the simultaneous existence of numerous digital services naturally raises the question under which conditions these services can coexist. In analogy to population dynamics, the digital world is forming a complex ecosystem of interacting networks whose fitnesses depend on their ability to attract and maintain users' attention, which constitutes a limited resource. In this paper, we introduce an ecological theory of the digital world which exhibits a stable coexistence of several networks as well as the domination of a single one, in contrast to the principle of competitive exclusion. Interestingly, our model also predicts that the most probable outcome is the coexistence of a moderate number of services, in agreement with empirical observations.
Artificial intelligence (AI) is everywhere, promising self-driving cars, medical breakthroughs, and new ways of working. But how do you separate hype from reality? How can your company apply AI to solve real business problems?
Here’s what AI learnings your business should keep in mind for 2017.
Creative Strategy - Simon Conlin - March 2015Simon Conlin
Creative Strategy - Presentation to Canadian Students March 2015
Simon Conlin
@simononlin
#surrenderyoursay
#KendoWa
#MazdaMassiveTestDrive
#theUndeading
Digital Marketing and Lead Generation for Startups. Focused on online lead generation, but also covering Outbound lead generation processes. Covers identifying target buyers; value proposition; website design for lead generation; content marketing; paid online ads; Search Engine Optimization, email marketing, social media marketing. Describes key steps in Outbound lead generation too - prospecting, prospecting tools, initial email contacts, follow-up and conversion.
Presentation for NISP at Coleraine Enterprise Agency on Digital Marketing for Startups. Introduction on how to use web marketing for customer acquisition.
Digital Marketing for Startups: a seminar on how to use web marketing to generate leads and acquire customers. Includes defining your Value Proposition; identifying your Ideal Customer Profile; revising your Website design to support lead generation; using Content Marketing, SEO, Social Media and paid online adds to generate traffic; using landing pages, content and downloads to convert that traffic to leads; and using lead nurturing to convert those leads to sales opportunities. Also discusses using Outbound Lead Generation campaigns in parallel with Online / Inbound Lead generation to maximize results for early stage tech firms.
The presentation is about how Mashreq bank has constantly evolved as a key player in the Digital engagement space. The presentation highlights key Digital initiatives taken during my tenure at Mashreq.
One-day seminar on Customer Acquisition for startups using web marketing, online lead generation and outbound lead generation. Covers Customer Development, Value Proposition, Product Market fit, website design, content marketing, search engine optimization, pay-per-click advertising, email marketing, social media marketing, sales prospecting and lead generation
social4ce is a social media agency and consulting boutique consulting focused on social media and digital transformation.
We help our clients, businesses and organizations, leverage the power of social media by embedding social media into all their processes through a 4 pillars approach: the "4CEs"
- Communication Efficiency
- Customer Experience
- Connected Enterprise
- Community Engagement
Se provide service related to:
- Social Media Marketing
- Social Business Consulting
At social4ce, we believe that doing social media is not just about having a fan page. It is about the transformation of your organization into the business models of the future for a better engagement with your customers.
Our team is made of business people, analysts, marketers and creatives, based out of Beirut, Dubai and Paris.
What the hell is digital transformation anyway ! - webinar - 25 april 2018 (1)Good Rebels
What the hell is digital transformation anyway?” a webinar presented by Mark Ralphs, partner at Good Rebels, on the 25th of April 2018.
Learn about the challenge of creating a digital first culture and organisation, the forces driving digital transformation, and practical insights and advice on delivering a transformation programme.
While Twitter, Facebook and YouTube are the current rage, most marketers are struggling with how to measure social media effectiveness and maximize ROI. Solving this challenge is the key to long-term success for not just social media – but for all of marketing.
Larry Weber of W2 Group and Alexander Mouldovan of Crowd Factory discuss how marketers can answer the measurement challenge.
Communities for Cause, "Mobile Demand Generation meets TOMS Shoes"Gary Allhusen
Businesses, non-profits and consumers alike are excited about the positive impacts of this hyper-local cause-marketing platform – don’t miss out! Learn more about how the Communities for Cause marketplace is changing the way businesses grow, and communities thrive.
The idea of an online community is so simple and obvious, yet so incredibly powerful.
A community provides new ways to listen to, learn from, and engage with consumers, and are an important aspect to successfully building a brand.
Does building a platform alone can nurture a community?
Or just giving exclusive offers, help you build a community?
The answer is ‘no’!
There are more aspects to building a solid community who will trust you, push you, and put their blood, sweat, and tears in building ‘your’ brand!
Let us find out, why Communities Matter in 2019 at DigiMarCon India 2019.
Key Takeaways from this session:
- Why should you focus more on communities than ever before
- How community building can help you save your marketing costs
- How to build and maintain a successful community
- The future of community management
The output of a convert stage is the leads . About 60% of leads can be converted as Customers which enhances the field of digital marketing.Inbound Marketing is based on a funnel model.
Earlier this year we attended the National Retail Federation’s (NRF) Annual Convention and EXPO, also known as “Retail’s Big Show”. Held in New York City, this year’s hot topics included omni-channel retail, big data, mobile-first initiatives, point of sale (POS) innovation, and the connected store of the future.
Going Digital helps you in your digital transformation journey.
We simplify the four technology pillars for an organization's digital transformation.
Founded by Sandeep Raut, a top 10 global digital transformation thought leader, influencer, and keynote speaker, GOING DIGITAL offers a wide range of digital transformation consulting services with the necessary tools and practical expertise to help grow your business.
Lead Generation is one of a very important step of Sales Process. It involves cold calling, social media marketing, email campaign, webinars, events, conferences and so on. There are many things to be considered before beginning any of the lead generation strategies. Many factors needed to be into consideration for an effective lead generation.
The digital and social media trends to watch. 2015 and beyond seminar: are yo...CharityComms
Ashley Friedlein, CEO, Econsultancy
Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
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The digital-evolution-in-marketing-apurva chamaria
1. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing
1
Apurva Chamaria - Confidential
The Digital evolution in Marketing
Presented by Apurva Chamaria , Head – Sales Excellence, HCL Technologies
The Octane User Group Meet (TOUG) , New Delhi , 19th June 2013
2. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing
2
Apurva Chamaria - Confidential
Table of Contents
1. 2 Digital Media Achievements at HCL
2. 7 Digital Trends
3. 12 Common Digital Media Ailments
4. What makes a successful digital strategy
5. Lets look at some successful examples
3. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing
3
Apurva Chamaria - Confidential
2 Digital Media
Achievements at HCL
4. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing
4
Apurva Chamaria - Confidential
Digital Media SoV
HCL has been leading for the past 10 quarters
The Digital Evolution in Marketing
4
#1
#2
#1
#1
#2
5. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing
5
Apurva Chamaria - Confidential
The Employees First Effect : www.youtube.com/hcltechtube
Released on YouTube on Feb 7th , 2012 .
Promoted through Internal Employees campaign & External social media campaigns.
No of views till date 2.31 Mn
The Digital Evolution in Marketing
5
INTERNAL
=2.31MNviews
6. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing
6
Apurva Chamaria - Confidential
7 Digital Trends
7. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing
7
Apurva Chamaria - Confidential
Facebook – Fact or Faction?
YouTube + Twitter + Google+ Pinterest + Instagram + Tumblr Rising Fast
The Digital Evolution in Marketing
7
Source: Frank N. Magid Associates, “Facebook Fatigue - Fact or Fiction?”, March 2013.
Based on a study of 2K social media users aged 12-64 who were asked “Which of the Following Social Media Do You Use?”
Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & Byers
8. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing
8
Apurva Chamaria - Confidential
Mobile Traffic as %age of Internet Traffic –
Growing 1.5X per year
The Digital Evolution in Marketing
8
Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & Byers
9. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing
9
Apurva Chamaria - Confidential
Photos = 500MM+ Uploaded & Shared Per Day
Growth Accelerating, on Trend to Rise 2x Y/Y…
The Digital Evolution in Marketing
9
Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & Byers
10. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing
10
Apurva Chamaria - Confidential
Video = 100 Hours Per Minute Uploaded to YouTube,
Up from ~Nada Six Years Ago
The Digital Evolution in Marketing
10
Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & Byers
11. Apurva Chamaria - ConfidentialThe Digital Evolution n Marketing
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Apurva Chamaria - Confidential
All Rise…
Sound – coming up fast…
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Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & Byers
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Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & Byers
Win-Win-Win Sharing = Growing Quickly
You Help Me, I Help You, We Help Others
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Source: KPCB Internet Trends 2013 from Kleiner Perkins Caufield & Byers
QR Codes = Scan & Be Scanned to Get Stuff…
China - Follow UK Embassy Weibo Account by Scanning QR Code Outside
Embassy in Beijing
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Apurva Chamaria - Confidential
12 Common Digital Media
Ailments
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Apurva Chamaria - Confidential
12 Common Digital Media Ailments
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1. Anything in social media without understanding how customers align with you
2. Creating complicated experiences
3. Companies confusing lots of “friends” and “followers” with success in the field
4. Talking about yourself
5. Being on every social network.
6. Reliance on shallow performance metrics - Over-optimization for metrics without focusing on
content
7. Capitulating to urgency or quantity expectations at the expense of quality—Because demand
generation and social media programs require fresh content continuously, the demands can
quickly exceed production capacity and force marketers to make difficult trade-offs.
8. Asking for something without offering anything in return
9. Going 'external” without going 'internal
10. Creating any video content more than 30 seconds long
11. An over-reliance on contests
12. Going in too soon
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Apurva Chamaria - Confidential
What makes a successful
digital strategy?
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Apurva Chamaria - Confidential
What makes a successful digital strategy?
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• Successful social strategies:
• reduce costs or
• increase customers’ willingness to pay by helping people establish or
strengthen relationships, if they do free work on a company’s behalf.
• Companies which build social strategies rather than pure “digital”
strategies
• Firms should focus on helping people with four types of social challenges:
• connecting with strangers
• interacting with strangers
• Reconnecting with friends and
• interacting with friends.
• 4 types of successful social strategies that firms can pursue (grid shown)
Source: HBR Case-Study on Social Strategies that work , Nov 2011
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Apurva Chamaria - Confidential
Let’s look at some successful
Examples..
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Reduce costs by establishing relationships
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• It reduces costs by acquiring its most valuable content for free by helping people
meet.
• million reviews of local establishments is written by Yelpers
• 50 million visitors a month, attests to the usefulness ; it’s the company’s social
strategy that significantly accounts for that quality.
• The most passionate and prolific Yelpers are invited to join the Elite Squad
• Squad membership gives them access to exclusive Yelp-hosted events that range
from the refined, such as cocktail parties at museums, to the rowdy, like a Mardi
Gras in SFO in 2009
• To maintain these social benefits, Squad members must continue to produce
reviews, as the elite status is renewed—or not—every year
Source: HBR Case-Study on Social Strategies that work , Nov 2011
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Apurva Chamaria - Confidential
Reduce Cost – Establish Relationships
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Increase willingness to pay by establishing relationships
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• Customer churn is a challenge in the credit card business, so AmEx set about
making OPEN cards (target small business owners)stickier.
• They hosted conferences focused on SMB’s for card members and then launched
an online platform, called OPEN Forum, to showcase conference content.
• The forum was a hit, attracting more than 1 Mn+ visitors a month.
• Members were connecting through the content so AMEx launched a members-
only social network called Connectodex, which allows users to post profiles, list
services they offer and need, and freely connect for business.
• Although members could use other networks as LinkedIn, they report preferring
Connectodex, as small businesses with which they interact are already vetted by
AmEx.
• To reap social and networking benefits from Connectodex, small business owners
must obtain or continue holding an AmEx OPEN card.
• The service has effectively reduced customer churn and increased willingness to
pay for the card.
Source: HBR Case-Study on Social Strategies that work , Nov 2011
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Apurva Chamaria - Confidential
Increase Willingness to Pay - Establish Relationships
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Reduce costs by strengthening relationships
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• A 4 year-old company with free social games, including FarmVille and CityVille,
with $1.2 billion in revenue in 2012
• The games run inside the Facebook environment and have attracted more than
250 million users (the typical player is a middle-aged woman).
• The platform allows the games to access the demographic data of players and
lists of their “friends,” as well as to post status updates that those friends can
see
• To increase the limit, players can pay with virtual goods they buy , a major
source of the firm’s revenues.
• Players can enlist friends, via Facebook status updates or Zynga’s messaging
system, to help. And they can return the favor by sending virtual gifts to friends
and by visiting their plots.
Source: HBR Case-Study on Social Strategies that work , Nov 2011
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Reduce Cost – Strengthen Relationships
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Increase willingness to pay by strengthening relationships
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• eBay’s Group Gifts launched in late 2010, is used by people to pool funds to buy
gifts for their friends.
• A group organizer logs on to eBay and names a gift recipient, either directly or by
picking the name from a list of her Facebook friends.
• eBay then offers general gifts, or the organizer can authorize eBay to access the
recipient’s Facebook profile and base a gift recommendation on that. The
organizer then selects a gift and issues an invitation to other contributors by
posting a request to contribute on their Facebook page.
• The invitation contains a link to the eBay gift page, where contributors can
contribute and write a note to the recipient.
• Group Gifts helps people purchase better-targeted and more-expensive gifts than
they might otherwise. That not only strengthens relationships with the recipient
but also can help enhance relationships among the joint gift givers.
• To obtain such social benefits, people must advertise Group Gifts to their friends
and respond to their friends’ advertisements.
Source: HBR Case-Study on Social Strategies that work , Nov 2011
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Apurva Chamaria - Confidential
Increase Willingness to Pay - Strengthen Relationships
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Apurva Chamaria - Confidential
Apurva Chamaria – Brief Bio & Contact Info.
• Global Sales & Marketing Leader
• Currently Head – Global Sales Excellence, HCL Technologies
• Ex- Head – Global Marketing, EAS & ETS, HCL Technologies
• Ex- Business Manager, Australia, N.Z, Philippines & H.K, Ranbaxy Laboratories
• Freelance Sales & Marketing Trainer
• Industry Speaker at conferences like Sales Performance Management 2012 and
annual conclaves of B-Schools like FMS, IIMC, IMI, MICA
apurva.chamaria@gmail.com
+91-9560622700
+91-120-4382800
https://twitter.com/a1purva
Apurva Chamaria