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1. Digital Marketing Webinar
The Future Of Digital Marketing
July 11, 2014 | Abhishek Rai (Founder, Shak Co.)
www.digitalvidya.com

2. Abhishek Rai • 11 July 2014
The Future of Digital Marketing
New Media & Research Firm

3. So, What’s the Future
of Digital Marketing?
Image source: nadinetarotreiki.files.wordpress

4. Image source: images4.fanpop
Is it?
BIG DATA?
ARTIFICIAL
INTELLIGENCE?
INTUITION?

5. The Answer Comes from
Image source: blog.clicktale
Digging the
History of Web

6. No. Not your Browser History.
Image source: lolsnaps
#&@!$
Censored

7. Image source: blog.socialintent
Web 1.0 - Web 3.0

8. Online Ads
DIGITAL MARKETING
Value of Users
Fixed Formula:
More Ads = More
Revenue
ALL ABOUT
EYE BALLS

9. • DIGITAL BOMBIMG- Ads ( Display,
Search, Social, Mobile)
• CAMPAIGNS
• CONTESTS
• TARGET: 50,000 more likes on fan page
A Typical Digital Marketer’s Agenda

10. Rented Audience &
Inconsistent Digital Marketing
WILL LIKE FOR
CAMPAIGN ‘A’
WILL LIKE FOR
CONTEST ‘B’
WILL LIKE FOR
CAMPAIGN ‘F’

11. Situation: Scattered Presence
You are
here!
A brand’s typical
online presence
Image source: boingboing

12. Aftermath: An Unmanaged Community
Image source: easypreschoolcraft
Two new likes
Headcount measures
marketing success
Data goes down
the drain

13. The Point of Stagnation in Growth
Growth
Time
1Mn Likes, 40K followers, 2L Impressions
Affinity?
Positioning?
Insights?
Loyalty & Advocacy?
Online Brand Community

14. A Digital Ecosystem Grows Weak with:
1. Scattered Presence
Success on one platform
v/s abandoned presence
on others
2. Disjointed Audience
Rented or Unwanted
3. Low Engagement
Driven solely by incentives
BLOG
Active: 2 hours ago
Active: 7 days ago
Active: 45 days ago
50% OFF
Prizes $$
PAY & GET

15. E.g Premium Car Brands on Digital
We followed 3 Brands
for 3 months in 2012
No change in 2014
LET’S PLAY
SPOT THE
DIFFERENCE

16. So I ask again, What’s the
Future of Digital Marketing?
When is the state of a Digital
Ecosystem not Weak?

17. A Healthy Digital Ecosystem is
a group of engaged audience in constant touch with the
brand and each other, which is also
an Online Brand Community

18. 2 Things
Build Brand Communities
Organize, manage and grow them

19. Examples

20. Examples

21. Examples: India

22. Examples

23. A strong community takes the brand
everywhere it goes. Not vice-versa.
Brand/Cause
Image source: freelists

24. Leveraging the Online Brand
Community for Business Strategy
BRAND PEOPLE
CONTENT PLATFORM
Step I: Plan to build on five pillars
ENGAGEMENT
+ =

25. Structure

27. Structure

28. Brand’s
ecosystem online
Step 2: Manage all aspects of the community
PEOPLE
1
COMMON IDENTITY PLATFORMS
2 3
CONVERSATIONS
4
ACTION
5
ANALYTICS

29. Customer
Journey

30. Step 3: Monitor and get consumer insights
Analytics Dec Jan Feb Mar Apr May
Dec Jan Feb Mar Apr May
1
2
Dec Jan Feb Mar Apr May
Consumer engagement
Gauge consumer
reaction and
adjust tactics in
real time
Trend Mapping
Identify new
audience segments
based on patterns
and trends
4
Cross platform
analysis in one
place to optimize
media mix
3
Track brand’s
reconnect with
consumers and
the quality of
engagement
Consumer engagement across
multiple platforms

31. Process to Build an Online
Brand Community
Identify and Collect
Qualitative and
Quantitative Data
Build a
Roadmap/Strategy and
Execute
Interpret and map for
actionable insights
Brand; Clear positioning
People; Target user/ customer
Common Identity; Emotional Connect
Conversations; Great content
Action; Conversions & participation

32. A Brand’s High-level Goals from
the Online Community
Build Brand—
• Positioning: Choice of platforms/media
• Affinity: Ownership
• Loyalty: Support
• Advocacy: Word-of-mouth promotion

33. Plan and Implement—
• Digital Strategy
• Campaigns
• Paid Media via ads
• Owned Media via Social
• Mobile Applications
How are these Goals met?

34. Quantity:
• Number of fans, likes, comments
• Hits, impressions and search-ability
• Measure using different metrics for all
• List charts and keywords
What does Analytics Tell us?

35. Analytics:
• Google analytics
• Facebook Insights
• Hootsuite/Sprout Social/Buffer
• Moz Analytics
• Salesforce and more…
How is the Success of
the Plan Measured?

36. Plain numbers tell an incomplete
story unless broken down and
compared with brand objectives
Data v/s Story

37. Platform FacebookBefore After
No. of Fans8K 10K
Evaluation
85
%
10
%
5%
Source of Likes
Facebook Ads
Newsletter Referral
Website
Likes v/s Unlikes
For every 5 likes, 3 Unlikes recorded
1200 unlikes in total Attrition rate
needs to be
reduced
Profiled New Fans. Sample Size: 100
8% are employees, 32% are contest hunters
Desired Audience needs to be
tapped
!
!
Data v/s Story
Analytics

39. Audience + Presence + Engagement
Standardise and Structure Data Across
Zoomedinpreview
Brand Community Framework: Our proprietary
method to audit and build brand communities
Our Method

40. Steps How-to
Audit
Collect Relevant
Data
Checklists help in using data
from analytics for contextual
analysis
Assess
Draw Actionable
Insights
Compare goals,
objectives/benchmarks with
the actual data
Find gaps and opportunities
Plan
Digital Marketing
Strategy
Use insights to craft
concepts/messaging
Plan Campaigns / content or
Engagement strategy

41. For a demo of the tool
tweet @vbuildcommunity
Thank you for Joining the Session
Q&A
abhishek@shack.co.in

42. www.digitalvidya.com
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