new directions for digital branding and marketing

'New Directions for Digital Branding and Marketing'

Anandan PillaiAssociate Director (Paid Media)

Performics.Resultrix

History, Evolution, Present & Future

What is Digital? What is Branding?

05/03/2023 2

05/03/2023 3

Or is it?

+ + + + ???

05/03/20234

Branding

05/03/20235

05/03/20236

05/03/20237

05/03/20238

05/03/20239

Media Evolution

05/03/202310

Shift in Communication Paradigm

05/03/202311

05/03/202312

05/03/202313

05/03/202314

Has Consumer Decision Journey Changed?

05/03/202315

Consumer Decision Journey (Traditional)

05/03/202316

05/03/202317

Media Channels

Communication Pattern

Consumer Decision Journey

What All Has Evolved?

05/03/202318

Is Digital Really That Big?

05/03/202319

Countries With Highest Number of Internet Users (June’16)

Source: Statista.comAll numbers are in millions

05/03/202320

Internet Penetration & Growth Rate in India (2015 – 2021)

Source: Statista.com

36% Penetration as of 2017

Growing at a CAGR of 7-8%

05/03/202321

Challenges of Digital Era

Clutter Low Attention Span Low Organic Reach

How Do I Tackle These Challenges?

05/03/202322

Storytelling

Paid Media

05/03/202323

Media Spends Trend in India

All figures in Crores

Source: Dentsu, Exchange4Media Digital Report, 2017

All figures in Crores

05/03/202324

Future Trend of Digital Ad Spending In India

Source: emarketer

05/03/202325

Digital Media Spends in India (2016)

All figures in Crores

Source: Dentsu, Exchange4Media Digital Report, 2017

05/03/202326

Digital Media Spend Pattern Across Industries (2016)

Source: Dentsu, Exchange4Media Digital Report, 2017

05/03/202327

Digital Ad Spending Trend in India

Source: Dentsu, Exchange4Media Digital Report, 2017

Display

Video

Social Media

Classifieds

Search

05/03/202328

1995-1999 (Banner Ads, Pop-Ups)

1999-2002 (Search Engines)

2003 – (Social Platforms)

2007 – (Programmatic Advertising)

Digital Branding Evolution

29

Digital Branding Innovations

TrueCaller

Image Targeting

TV To Mobile

Keypad Targeting

05/03/2023

05/03/202330

Case Studies

Corporate Branding Product Branding Employer Branding Personal Branding

05/03/202331

Corporate Branding (Siemens Video)

Facebook (285,833)• 2.2 Mn Views• 16k Reactions• 1.5k Shares• 150 Comments

YouTube (68,785)• 230k Views• 78 Likes• 6 Dislikes• 4 Comments

Look for video in the next slide

05/03/202332

Product Branding

Facebook (1,576,177)• 2 Mn Views• 42k Reactions• 4k Shares• 531 Comments

YouTube (61,784)• 790k Views• 200 Likes• 58 Dislikes• 24 Comments

Facebook (2,297,813)• 2.4 Mn Views• 27k Reactions• 2k Shares• 268 Comments

YouTube (25,579)• 2.86 Mn Views• 113 Likes• 38 Dislikes• 5 Comments

Lenovo

HP

Look for videos in the next few slides

05/03/202333

05/03/202334

Employer Branding

35

Personal Branding

05/03/2023

05/03/202336

Brand Pyramid

Advocacy

Purchase

Consideration

Interest

Research Search + Display

Social Media ,Classifieds

Search, Affiliates, Email

Social Media

37

Did We Succeed?

05/03/2023

05/03/202338

How Do You Measure Success?• Brand Lift Studies• Consideration• Purchase• Message Recall• Message Association

• Share of Voice• Sentiment Analysis• Advocacy Quotient

05/03/2023

39

How Should We Think In Future?• Look for core brand message• Explore the dynamic customer purchase journey• Build a strong storyline• Choose your digital channels wisely• Exploit the ‘Connected Customer’• Focus on ‘Meaningful Advocacy’• Build a relevant ‘Attribution Model’• Maintain a ‘relevant’ continuity

40

anandanp22@gmail.com anandan22

www.anandanpillai.com

05/03/2023