digital marketing beyond brand promotion

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BEYOND THE CAMPAIGN: digital marketing beyond brand promotion Meghana Bhat Creative Director, Webchutney

Post on 21-Oct-2014

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

TRANSCRIPT

Page 1: Digital marketing beyond brand promotion

BEYOND THE CAMPAIGN: digital marketing beyond brand promotion

Meghana BhatCreative Director,

Webchutney

Page 2: Digital marketing beyond brand promotion
Page 3: Digital marketing beyond brand promotion
Page 4: Digital marketing beyond brand promotion

Things you do

Stories you tell about

things you do

Print Radio

TV

Digital

Creation of value Perception of value

Page 5: Digital marketing beyond brand promotion

MORE USEFUL, RELEVANT &

MEANINGFUL TO THE DIGITAL CONSUMER

PRODUCT

PLACE

PRICE

SOCIAL LOCAL MOBILEREAL-TIME

WHERE VALUE GETS CREATED

Page 6: Digital marketing beyond brand promotion

#1.

Embedding or Integrating solutions or services into

products

Page 7: Digital marketing beyond brand promotion

IMAGINE : A car embedded with a solution to lower your carbon footprint by 15%.

Page 8: Digital marketing beyond brand promotion

Over 7000 recipes, many of them featuring Kraft productsLaunched in 2008, 60% of those who downloaded continue to use itApp charged at 99 cents per download

IMAGINE : Food products that assist you in the kitchen

Page 9: Digital marketing beyond brand promotion

An app that lets you control the TV with your mobile phone

IMAGINE : A DTH service that makes TV social for you

Page 10: Digital marketing beyond brand promotion

#2.

Pricing that ‘rewards’

consumer behavior

Page 11: Digital marketing beyond brand promotion

IMAGINE : Prices that decrease just because you told a friend

Page 12: Digital marketing beyond brand promotion

IMAGINE : Prices that you and friends can collectively control

Page 13: Digital marketing beyond brand promotion

#3. Buy where you

connect, Connect where you buy

Page 14: Digital marketing beyond brand promotion

We live in an age where you can’t sell a bad product even ONCE.

Over 200K views, coverage in 200 blogs, started as a campaign in 2010 but lives on as an ongoing sales platform for the brand

IMAGINE : Store as entertainment destination

Page 15: Digital marketing beyond brand promotion

Social, Local, Mobile, Real-Time.

IMAGINE : Shopping made social

Page 16: Digital marketing beyond brand promotion

As on April 2011, Square has shipped 341,688 of its card readers to date and has 332,483 activated users

It currently processes $2mn payments per day

Page 17: Digital marketing beyond brand promotion

#1. Integrate solutions or services into your product

#2. Make price into a reward for social behavior

#3. Give consumers a chance to buy where they connect and connect where they buy