brand building through digital
Post on 30-Oct-2014
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BRAND BUILDING THROUGH DIGITAL
Vivek Bhargava
MD – iProspect Communicate 2
WE ARE LIVING IN THE DIGITAL AGE
It is not about Digital Marketing anymore…
2
Digital
Community Building / Customer
engagement
Information dissemination
Customer Acquisition
Consumer Insights / Market
trends and product
development
Brand Building
Online reputation
management and PR
3
THE DIGITAL LANDSCAPE
Summary of 15 years
Dual role of digital
Digital
Measure offline results of digital
Connect
Offline Online
Take a compass and start your journey
Fire Bullets then a
Cannon Ball
Limit Paid Media to 65 % of total costs
Plan for a Web
Presence
Treat your Digital
Partner as a Sherpa
Be Platform and Device Agnostic
Time for Digital to go Physical
Time for Multilingual
Digital as a Catalyst
Criticality of Content Creation
Try and set a single goal
Digital Fitness of the organization
BUILDING
BRANDS
THROUGH
DIGITAL
Persistent question for 15 years !
5 years back – NO
Today – Resounding
YES !
What changed ?
Adwords – sort of birth
of Digital Advertising
• Remove Flaws of conventional advertising Measurement
Inability to Target Intent
Rate Card Based Pricing
• Solution Improve measurement
Target Intent
Auction Based Pricing
FOCUS OF ADWORDS
1. Reach?
2. Frequency?
3. Duration of Ad Unit Exposure?
Five years back Digital was not engineered to deliver the above benefits… Today it is.
WHAT ABOUT THE BENEFITS ?
• Reach = 120 + Million internet users, 800 million mobile subscribers
• Frequency = technologies such as remarketing, social media advertising
• Duration of Ad unit exposure = social media, video advertising, Apps
However digital continues to retain all the other benefits, thus a more effective platform / medium to BUILD BRANDS
DIGITAL AGE
The need for a new approach ?
• Maximise Efficiency rather than minimise waste
• Ability to reach Niche Audiences
• Pricing is auction based
• Ability of the medium to have Individual Communication based on interest, psychographic
• Optimization is possible due to quick response
DIGITAL VS CONVENTIONAL ONLINE ADVERTISING VS TRADITIONAL OFFLINE
Content can influence
the price of advertising
KEY DIFFERENCE
Tenets of the
approach
END OF SEC A, B – IDENTIFY PRECISE TG FOR YOUR BRAND / PRODUCTS
Tenets of the approach
WHY SEC IS IRRELEVANT?
Loop Mobile Users - example
Mumbai Entertainment professionals
College Students
People with 2nd homes near Mumbai
Blackberry Users
Social Media users on mobile
….
• How to for latest mobile OS – Example
• How to for learning social media from user point of view
• Jokes on Friends
• Jokes on other Cities as compared to Mumbai- two friends on phone…
• MGM plan explanation – White Board Animation - Example
VIDEO CONTENT FOR THESE USERS
MINIMAL ADVERTISING IN THE AD UNIT – CREATIVE BASED ON INTENT AND CONTENT
Tenets of the Approach
• AD unit to focus as a hook
• Drive traffic to content on destination platforms
• Communicate benefits of the services on the destination platform / App etc
• Lead engagement to action
NO ADVERTISING THROUGH ADS
CONTENT AS THE SPINAL CORD OF THE APPROACH
Tenets of the Approach
• UGC, Video, SM Apps, Mobile Apps
• Content Creation based on Analytics and Trends
• Organic and Media Cost Benefit of Content
CONTENT STRATEGY
WEB PRESENCE INSTEAD OF WEBSITE
Tenets of the Approach
DISTRIBUTE CONTENT THROUGH THE WEB
MEASUREMENT OF THE ENTIRE AIDA CYCLE
Tenets of the Approach
Action
Desire
Interest
Awareness
INVEST 30 % OF THE BUDGET INTO NON PAID MEDIA ENDEAVORS
Tenets of the Approach
• One needs to create Content for hundreds of Target Audiences
• Customized Creative based on the Audience and Intent
• Cost of Analytics and Measurement
• Costs of Optimization
• Costs of Managing Web Presence
• Costs of Managing Multiple Partners
• Education of Internal Stakeholders
WHY CHANGE THE SPEND RATIO?
• Awareness - Impressions / Video Views / Pages views / Time Spent on Web Presence
• Interest - Quote generated, Prices Compared
• Desire – Filled up Lead, requested Call Back
• Action – Bought the Product, Test Drive
• Engagement – Cross Sell / Upsell / Advocacy
MEASUREMENT
• Niche TG – thus min wastage
• Increase impression share from audiences that deliver maximum ROI
• Relevant Creative reduces Media Costs
• Creation of Intellectual Property
• Branding leading to Sales
BENEFITS OF THIS APPROACH
• Psychographic – Long Distance Running
• Content – How to Run
• Branding – Your Partner for the Longer Run
• Distribution – YouTube, Yahoo videos, Mobango, Fitness Blogs etc.
• Non paid Media – Tweets, FB updates
• Paid Media – Promoted Video, PPC etc .
EXAMPLE – DSP BLACKROCK
• The approach requires a lot more effort, but will deliver tremendous value
67
WHAT WE HOPED TO ACHIEVE
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THE SPEAKER IPROSPECT COMMUNICATE 2
Vivek Bhargava Managing Director
iProspect Communicate 2 @vivekbhargava
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