Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
BEYOND THE CAMPAIGN: <br />digital marketing beyond brand promotion<br />Meghana Bhat<br />Creative Director,<br />Webchut...
Things you do<br />Stories you tell about things you do<br />Digital <br />TV<br />Print <br />Radio  <br />Creation of va...
WHERE VALUE GETS CREATED<br />PRODUCT  <br />MORE USEFUL, RELEVANT & MEANINGFUL TO THE DIGITAL CONSUMER<br />PLACE  <br />...
#1. <br />Embedding or Integrating solutions or services into products <br />
IMAGINE : A car embedded with a solution to lower your carbon footprint by 15%. <br />
IMAGINE : Food products that assist you in the kitchen<br />Over 7000 recipes, many of them featuring Kraft products<br />...
IMAGINE : A DTH service that makes TV social for you <br />  An app that lets you control the TV with your mobile phone<br />
#2. <br />Pricing that ‘rewards’ consumer behavior <br />
IMAGINE : Prices that decrease just because you told a friend <br />
IMAGINE : Prices that you and friends can collectively control <br />
#3. <br />Buy where you connect, Connect where you buy <br />
IMAGINE : Store as entertainment destination  <br />We live in an age where you can’t sell a bad product even ONCE. <br />...
IMAGINE : Shopping made social <br />Social, Local, Mobile, Real-Time.<br />
As on April 2011, <br />Square has shipped 341,688 of its card readers to date and has 332,483 activated users<br />It cur...
#1. Integrate solutions or services into your product <br />#2. Make price into a reward for social behavior<br />#3. Give...
Upcoming SlideShare
Loading in …5
×

Digital marketing beyond brand promotion

3,184 views

Published on

10 min presentation at imedia summit India. Thought starters on how digital marketing can move beyond promotion and impact product, place & price

Published in: Business

Digital marketing beyond brand promotion

  1. 1. BEYOND THE CAMPAIGN: <br />digital marketing beyond brand promotion<br />Meghana Bhat<br />Creative Director,<br />Webchutney<br />
  2. 2.
  3. 3.
  4. 4. Things you do<br />Stories you tell about things you do<br />Digital <br />TV<br />Print <br />Radio <br />Creation of value<br />Perception of value <br />
  5. 5. WHERE VALUE GETS CREATED<br />PRODUCT <br />MORE USEFUL, RELEVANT & MEANINGFUL TO THE DIGITAL CONSUMER<br />PLACE <br />SOCIAL LOCAL MOBILE<br />REAL-TIME<br />PRICE <br />
  6. 6. #1. <br />Embedding or Integrating solutions or services into products <br />
  7. 7. IMAGINE : A car embedded with a solution to lower your carbon footprint by 15%. <br />
  8. 8. IMAGINE : Food products that assist you in the kitchen<br />Over 7000 recipes, many of them featuring Kraft products<br />Launched in 2008, 60% of those who downloaded continue to use it<br />App charged at 99 cents per download<br />
  9. 9. IMAGINE : A DTH service that makes TV social for you <br /> An app that lets you control the TV with your mobile phone<br />
  10. 10. #2. <br />Pricing that ‘rewards’ consumer behavior <br />
  11. 11. IMAGINE : Prices that decrease just because you told a friend <br />
  12. 12. IMAGINE : Prices that you and friends can collectively control <br />
  13. 13. #3. <br />Buy where you connect, Connect where you buy <br />
  14. 14. IMAGINE : Store as entertainment destination <br />We live in an age where you can’t sell a bad product even ONCE. <br />Over 200K views, coverage in 200 blogs, started as a campaign in 2010 but lives on as an ongoing sales platform for the brand <br />
  15. 15. IMAGINE : Shopping made social <br />Social, Local, Mobile, Real-Time.<br />
  16. 16. As on April 2011, <br />Square has shipped 341,688 of its card readers to date and has 332,483 activated users<br />It currently processes $2mn payments per day <br />
  17. 17. #1. Integrate solutions or services into your product <br />#2. Make price into a reward for social behavior<br />#3. Give consumers a chance to buy where they connect and connect where they buy <br />

×