Digital Marketing by Vikramjit Roy

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Vikramjit brings over 15 years of experience in PR & Marketing. He is the former Head Publicity, Media Promotions & Talent for Sony Pictures in India and has been an entrepreneur in the early 90's with Maverick Marketing in 1991 and currently heads Marketing Promotions at Mumbai Mantra, a startup film productions company setup by the Mahindra Group.

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Digital Marketing by Vikramjit Roy

  1. 1. START UP, GO DIGITAL By Vikramjit Roy
  2. 2. <ul><li>Access to fund and talent – limit to scale </li></ul><ul><li>Demonstrate real capabilities - production, marketing & distribution </li></ul><ul><li>Selection of the right product portfolio – deliver an experience </li></ul><ul><li>Designing for economies of scale - production must contain costs </li></ul><ul><li>Remember you have a new product </li></ul>Challenges for a new entrant
  3. 3. <ul><li>Avoid booby traps - Copyrights & post production claimants </li></ul><ul><li>Have clarity on contractual issues- Payments / Ownership </li></ul><ul><li>Select the right launch date – arrive in style </li></ul><ul><li>Optimize the campaign – think out of the box </li></ul><ul><li>Build a grassroot distribution – make it available and fight piracy </li></ul><ul><li>Build it and they will come </li></ul>Minimise the downsides
  4. 4. Battle for “attention” <ul><li>Holy grail – Hit > phenomenon > franchise </li></ul><ul><li>Create the “Hi Concept” – the discriminator > compelling ideauying </li></ul><ul><li>It should be : </li></ul><ul><li>Relevant to his / her profile & needs </li></ul><ul><li>Have a strong connect </li></ul><ul><li>Be different  Unique </li></ul><ul><li>Target the ‘PROSUMER” – connect with / adopt & validate the offer </li></ul><ul><li>Seeds of a blockbuster have huge development and marketing costs </li></ul><ul><li>Build the Brand in the prospect’s mind through digital </li></ul>
  5. 5. Traditional Marketing <ul><li>Make a product </li></ul><ul><li>Spend on marketing </li></ul><ul><li>Create a distribution system to generate sales </li></ul><ul><li>Hopefully make a profit </li></ul><ul><li>Can you afford to spend ? </li></ul>
  6. 6. You need a Marketing Elevator <ul><li>User – Trial > Awareness > Influences </li></ul><ul><li>Influencer – Seeding > Interest > Customers </li></ul><ul><li>Customers – Purchases > Referrals > Community </li></ul><ul><li>Credibility for user based opinion </li></ul>
  7. 7. Influencers love the digital space <ul><li>Auto influencers value manufacture and review sites </li></ul><ul><li>Movie mavens build the buzz in the digital space </li></ul><ul><li>Alpha consumers seeking ‘VFM’ through online research </li></ul><ul><li>Avid travellers rely on the online world for their selections </li></ul><ul><li>1 st in class always check the internet in their quest for education </li></ul><ul><li>Savvy investors make their buys post a web search </li></ul><ul><li>Emergence of Time surfers –value / optimal utilization of time </li></ul>
  8. 8. Engagement rather than sales pitch <ul><li>Networking Platforms > build s ocieties > word of the majority </li></ul><ul><li>Twitter – following people and being followed </li></ul><ul><li>Facebook – 40 lakh / Orkut – 1.2 crore </li></ul><ul><li>Blogs – creating evangelists > word of conviction </li></ul><ul><li>27% of online read blogs / 15% comment </li></ul><ul><li>Through Viral – E mails > word of mouse </li></ul><ul><li>Through video sharing – You Tube > call 2 action </li></ul><ul><li>47 Mn internet users in India </li></ul><ul><li>Of these, 32 Mn are daily users </li></ul><ul><li>‘ Stickiest ’ medium of all </li></ul><ul><li>Time spent on the internet for a daily user ~ 2 hours </li></ul><ul><li>A ‘ snug ’ fit exists between internet usage and our TG (75% Male) </li></ul>
  9. 9. Customer connectivity on steroids <ul><li>Drive traffic to the website to retain attention and create loyalty </li></ul><ul><li>Microsites across leading sites (rediff, indiatimes, moneycontrol) </li></ul><ul><li>Through ad banners on popular sites (travel, matrimonial) </li></ul><ul><li>Leverage celebrities – chats / blogs for enhanced product visibility </li></ul><ul><li>Materials to grab instant eyeballs : </li></ul><ul><li>PODs / Webisodes / Trailors (special clips for the internet) </li></ul><ul><li>News releases / Photos (updates on product development and offers) </li></ul><ul><li>Podcasts (audio spots on the product) </li></ul><ul><li>Stimulate discussion </li></ul>
  10. 10. Building Categories <ul><li>NGOs - Greenpeace, WWF, Amnesty International , CRY </li></ul><ul><li>Motion Pictures – James Bond, Spider-Man, Harry Potter, </li></ul><ul><li>Studios - Disney, Pixar </li></ul><ul><li>Publishing - Authors and Books – Vikram Seth, The Da Vinci Code </li></ul><ul><li>Restaurants – Fine Dining , Theme and Speciality </li></ul><ul><li>Educational Institutions - IIM, IIT, Kellog , Wharton </li></ul><ul><li>Tourism – Goa, Kerala, </li></ul><ul><li>Mega City Brands – N, San Jose, Bangalore </li></ul><ul><li>Airlines – Richard Branson and Virgin </li></ul><ul><li>Talent Management and Personalities </li></ul><ul><li>Sports – NBA, Hockey, Cricket </li></ul>
  11. 11. Ghajini – Aamir Khan’s act of brilliance <ul><li>Aamir Khan’s huge and loyal fan following </li></ul><ul><li>Something for everyone - Action interspersed with Romance </li></ul><ul><li>Super-hit music by A R Rahman </li></ul><ul><li>Marketing : no stones left unturned </li></ul><ul><li>“ Making of”… endless airing on all channels </li></ul><ul><li>Roadblocks across all media </li></ul><ul><li>Massive support from endorsed brands – Samsung, Tata Sky, Van Huesen </li></ul><ul><li>Thematic events across India that centered around the TG – Buzz Cut for fans </li></ul><ul><li>Emphasis on viral – Aamir’s blog, wallofsuspects.com, rememberghajini.com </li></ul><ul><li>Integrating gaming with the launch of the film </li></ul><ul><li>Hi Concept Marketing - The eight packs! Aamir’s unique look ! </li></ul>
  12. 12. Raaz 2 – The Mystery did continue at the BO <ul><li>The Bhatts – small is beautiful and successful !! </li></ul><ul><li>Credibility & equity of the original film - Raaz </li></ul><ul><li>The “Gangster’ chemistry - Kangana Emraan </li></ul><ul><li>Awesome Music – Raju Singh </li></ul><ul><li>Critcis delight – 3.5 stars !! </li></ul><ul><li>Reaching out to masses and the youth: </li></ul><ul><li>Spooky website and IBIBO tie-in </li></ul><ul><li>City tours – Hyd, Bnglr, Kol, Del </li></ul><ul><li>Massive TV Campaign driven by Music </li></ul>
  13. 13. Dev D – a unique & interactive sell <ul><li>Anurag Kashyap’s edgy take on Devdas – Hip & Urban </li></ul><ul><li>“ Emotional…” - YouTube : 25,000 views. 1,00,000 hits </li></ul><ul><li>Pushing the boundaries of Indian Cinema say Ciritcs ! </li></ul><ul><li>MTV Tickers – emotional, sexual……atchyachar! </li></ul><ul><li>Targetted the Urban, Spoilt, Chic, Hip audiences </li></ul><ul><li>Premiere invites with condoms and drunken nights with SMIRNOFF at various night clubs across India </li></ul><ul><li>Abhay Deol gets Tattooed while people & media cheer ! </li></ul><ul><li>LUSTLINE - 022- 6142 4800. If you want me in English today press 1. Agar Hindi Mein Chahiyen to do dabiye !! </li></ul>
  14. 14. The guru mantra ! <ul><li>No consumer </li></ul><ul><li>No market </li></ul><ul><li>No media </li></ul><ul><li>No opportunity </li></ul><ul><li>…… ..beyond reach </li></ul><ul><li>No idea beyond implementation </li></ul><ul><li>Thank You </li></ul>

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