rural marketing – advancements in digital marketing - 2016
TRANSCRIPT
Rural Marketing – Advancements & In-roads of Digital Marketing
Author: Ajay Chhabra
Agenda• Rural Marketing – India Perspective & Predictions• Author Introduction & Discussions
Let’s look at the history - 5 Years ago
https://www.youtube.com/watch?v=JgozB5DL2UE
Engaging Rural Marketing
How to Build Engagement with Rural Audience – Swiss Case Study
Rural Markets - India
The Fast Moving Consumer Goods (FMCG) sector in rural and semi-urban India is expected to cross US$ 20 billion mark by 2018 and reach US$ 100 billion by 2025
About 650,000 villages
850 million consumers
About 70 per cent of population
Half of the country's Gross Domestic Product (GDP)
India’s per capita GDP has grown at a Compound Annual Growth Rate (CAGR) of 12.3 per cent between 2009-10 to 2015-16, contributed by growth in rural sector.
FMCG, Consumer Durables and Financial services are the biggest beneficiary!
Perspective
The growth and quantification os this sector is always un-explored!
Government & Digital India has always been pushing the right things !
Women Empowerment and Commercial success are interrelated in Rural marketing!
Recent Update!
http://digitalindia.gov.in/newsletter/2016_july/index.php
Government always has a special focus on rural India development!
“BBPCU will plug in all billers into a central server. The operating units (BBPOUs) will comprise two sets of players -banks and wallet companies like Paytm, Oxigen, Mobikwik and Itz Cash on one hand
and aggregators like BillDesk, TechProcess, Citrus Pay and Euronet on the other. ”
New Innovations
Banks are setting up customer service points before payments bank start operations…
New Innovations
In Australia the awareness of digital media for Australia post is via a mobile classroom for digital awareness in rural segments!
Mobile Classroom
“The rural segment is growing at a healthy pace of 8-10 per cent per annum and is expected to add US$ 100 billion in consumption
demand by 2017.”
Potential
http://www.ibef.org/industry/indian-rural-market.aspx
Why Rural is Important?
https://www.linkedin.com/pulse/why-digital-marketing-essential-rural-area-shankar-giram
Biggest Challenge is to fulfill Urban – Rural Digital Divide !
Innovation and Communication process landscape!
•Urban to RuralUrban
•Rural to Urban Rural
Various programs from Government of India and Modi Ji!
Rural programs
Rural Innovations Across the Globe
Accenture – Rural marketing Research !
Accenture – Rural marketing Research !
Winning Strategy has four A’s
Rural Strategy
• Brands should strive to reach more and more villagesAvailability
• Brands should create smaller packaging unitsAffordability
• Introduce Suitable Products• Easy to understand brandAcceptability
• One-to-One Contact program• Education & AwarenessAwareness
Rural & Digital Marketing
Source: Prezi - by Ajay Deshmukh on 31 January 2014
Case Study• For a brand like Greenlight Planet which specializes in the production of solar
lamps, rural households are clearly their target group. The brand decided to initiate a campaign in Bihar. A survey from Game Changer (the agency partner), revealed that consumers usually suspect hype and are cautious of unknown brands. The survey also pointed that consumers rely heavily on word of mouth. Keeping this in mind the brand and agency chose an integrated approach by using AIR (All India Radio), community radio and mobile to reach and engage with the potential consumers. The conversations collated were around the actual problems faced by villagers during power cuts. A few of those opinions were then broadcast to capture the attention of other people from various districts. The company also pushed out a missed call number.
• Later, pre-recorded voice messages were delivered to people who gave missed calls. This campaign helped the brand generate over 11,000 leads. Approximately 30% of total leads have been converted. According to Girish Chaturvedi, business head - GameChanger, NetCore, "For a new category it is always a challenge to get the right reach and impressions. Integration of technology helps in repeat engagement and generating effective returns."
http://articles.economictimes.indiatimes.com/2015-03-18/news/60249457_1_feature-phones-rural-marketing-tutorial
Author Introduction
Ajay ChhabraCurrent: Founder & CDO, BGV Digital Pvt. Ltd
Core Strengths Developing Digital Marketing Strategy Extensive experience in online leads generation Hands-on experience on multiple global digital
marketing tools and technologies Advising the boards and working with CXOs for digital
transformation of the business Digital Marketing & Branding
CompetenciesDomain Diversified business groups, consumer electronics,
Automobiles, FMCG, Technology, Mobile Handsets, Travel and Media
Sitecore / Adobe Experience Manager - CMS Hyperion/Brio BI Tools Exact target – Email Marketing SFDC – SFA tool Marketo / HubSpot – Marketing Automation
Over 16 years of experience in digital marketing, branding & strategy formulation with extensive experience across industries. Ajay has worked with multiple digital marketing agencies including OgilvyOne Worldwide & McCann / MRM Worldwide and worked upon global digital marketing projects including General Motors India
In the client side role worked with The General Electric company (GE) in their Global Healthcare marketing Headquarters role, reporting into Milwaukee, USA, and was responsible for Global Digital Media planning and Content Marketing. Also helped GE other businesses as well. He has worked upon a large number of global demand generation campaigns for X-Ray, MRI and CT machines etc. Also launched global GE Healthcare website and did SEO for the same. He has got number of awards in GE for his campaigns including India CEO award, MICT Above and beyond awards.
He has been an eminent speaker in the digital marketing space and have been a speaker & panel leader at Cyber Media DQ Live 2015 on the topic of The Role of Chief Digital Officer. Recently ET Now Business news TV channel has covered him in the program highlights and have also been invited as a speaker at The Economic Times - Real Estate & Digital Marketing Summit in 2014 for a special address and participated in panel discussions as well.
Wide-ranging exposure in the digital marketing and branding in the industries like Diversified business groups, consumer electronics, Automobiles, FMCG, Technology, Mobile Handsets, Travel and Media. He has contributed to a number of article and won a number of awards in the digital marketing space. He has also delivered guest lectures at MDI Gurgaon. BGV Digital is a recent and his second venture which is a 360 degree digital marketing agency after A3R Digital.
In entrepreneur role he has supported IMT Ghaziabad, Sharp Electronics, BenQ, Franchise India, JBM Auto Limited, FranGlobal, BPL Healthcare, Ambica Steels Limited, Frontline strategy, Appearition pty. Ltd. etc.
Certification/Training Got training for Microsoft Certified Solution developer D. Pharma, B.A., Masters in International Business Lean Workshops GE Crotonville – Foundations of leadership Inbound Marketing – HubSpot
Clients and Projects – Digital Marketing Digital Marketing Projects & Clients in Agency Role:
General Motors, Hero Honda, Reebok, Coca Cola India, Tetra Pak India, Cycle Brand, Microsoft, Business Octane, iGate Patni, VeriSign, Seagate, Tech Mahindra, Videocon Mobiles, Motorola India, Micromax, BenQ India, Amadeus, Skyconnect, Sahara Group, Vodafone, HT Media & Zapak.com.
BI/ Analytics Projects and Clients: Airtel, Indiatimes.com & Ranbaxy Laboratories and Developed SI Partners for
Hyperion/Brio: HCL Technologies, Wipro Limited, Infosys Limited, Softcell Technologies & Tata Consulting Services in India etc.
CRM Program Trainer & Implementation: Tata Motors (Pan India)
Client Side Role GE Healthcare – Global Marketing Hq. Team
A3R Digital - Clients IMT Ghaziabad, Sharp Electronics, BenQ, Franchise India & BPL Healthcare etc.
BGV Digital - Clients Franchise India, JBM Auto Limited, FranGlobal, Ambica Steels Limited, Frontline
strategy, Appearition pty. Ltd., Aptech – MAAC, RAM Led Solutions, KRV Physiotherapy & healthcare, Transit Advertising, Seeds of Innocence IVF & Fertility centre, Metroplus Lifestyle
Delivered Results in over 250 digital marketing projects with over 100 mid-sized Indian and large MNC
global brands in last 10 years
Key Events – DQ Live 2015 – DataQuest – Cyber Media
https://www.youtube.com/watch?v=kmNwYBt3R7U
http://www.dqlive.in/delhi/speakers.asp
TV Interview - at ET Now Business News Channel
https://www.youtube.com/watch?v=bu13kFIVxBA
https://www.youtube.com/watch?v=pXdkmu83Gmghttp://www.slideshare.net/ajaychhabra/the-role-of-chief-digital-officer
Key Events – DQ Live 2015 – DataQuest – Cyber Media
http://www.dqlive.in/delhi/speakers.asp
The Role of a Chief Digital Officer Fire side chat With Walmart India CIO
The ET – Real Estate & Digital Summit - 2014
http://et-edge.com/red_delhi_speakers.php
Most Popular and Viewed Presentation on Slide share - Over 5600 Views so far
The ET – Real Estate & Digital Summit - 2014
Recent quotes at FirstPost.com Article
http://tech.firstpost.com/biztech/digital-video-next-big-marketing-opportunity-322668.html
Publications and Awards
The New 8 P's of Agency Marketing www.bestmediainfo.com http://www.bestmediainfo.com/2012/05/guest-times-new-8-ps-of-agency-marketing/
Marketing your Healthcare practice in the new Digital Age - CT Clarity Summer 2013, GE Healthcare http://www.miclarity.com/ctclarity/ct_clarity_summer_2013#pg42
Marketing Your Healthcare Practice in the New Digital Age - Medical Buyer Magazine http://www.medicalbuyer.co.in/index.php?option=com_content&task=view&id=4617
Why digital transformation is a journey and not a destination “Quote”http://www.dqindia.com/why-digital-transformation-is-a-journey-and-not-a-destination/
Best Digital Marketing Professionals – World Brand Congresshttp://www.worldbrandcongress.com/mobbys_awards.html
GE Healthcare India CEO Award for Best Digital Marketing Campaign
Ogilvy’s Awards for best Digital Campaigns for Seagate and Motorola
Trainings Delivered- Digital Marketing
Open for Discussions
Ajay ChhabraFounder, Director and Chief Digital Officer - Brand Growth Ventures
BGV Digital Pvt. Ltd.0091-8130940808