Changing landscape of new age marketing

1. Objective
Revolutionary impact of digital technology and how is it adapted by consumers and marketers
How has this changed consumers and marketers
Trends in Media

2. Impact of Digital technology on Education and
e-learning
 Opened‐up learning to multiple delivery methods - in‐campus, distance learning ,e‐Learning and m-
learning
 iPhone and iPad stamps their marks on the education sector
 e-Books enter mainstream and students start embracing

3. Impact of Digital technology on Politics and
Finance
 Perfected online fundraising by using social media Embedded hardware & service solutions in the
tools finance sector
 Changed political fundraising & electioneering forever  Enabled investors an ability to crunch, analysis &
Raised $45 million online store data
 Lifeline for mutual & hedge funds, insurance
brokers, banks & finance institutions
U.S. President: Barak Obama Mayor : Michael Bloomberg

4. Impact of Digital technology on Music and
Social Engagement
Salvaged the music business from declining CD‟s sales Super‐sized dating possibilities at Harvard
 Introduced iPod music player, iTunes digital music University
software, the iTunes Store and iPad  Transitioned into a global social media
phenomenon
 Delivered platform to connect and expand
friend/biz contacts
Apple CEO Steve Jobs Facebook: Mark Zuckerberg

5. Impact of Digital technology on Video and
Information Search
Revolutionized the video‐ sharing business Turned 1 followed by 100 zeros into cash cow
Ignited a cadre of citizen video producers worldwide (Googol)
Monetized the Internet by linking advertising to
search
 Owns # one search engine, online mapping, Gmail
et alia
YouTube: Chad Hurley, Steve Chen & Jawed Karim Google: Sergey Brin and Larry Page

6. Plus ηa change, plus c'est la mκme chose.
In times of great change it is important to reflect
upon what has changed and what remains
unchanged

7. The New Age Marketing
“It‟s the economy stupid”
James Carville ,1992
“It‟s a people driven economy stupid”
Erik Qualman, 2009

8. What has changed ?
Production Consumption
Technology Information search ,compare & select products
Distribution Consume and share experiences
Who has triggered this change ?
Consumers
Four Ps of Marketing
Traditional Media Digital Media ( SN/Search, DTH/Mobile etc)
Product, Price
Place and Promotion
Shift in consumer control

9. Pre-Digital

10. Approach
Pre digital
 Creative was driving force with thought process
 to build beautiful creative design that gets Creative
Driven
people‟s attention
People
 and then get people enabled to meet objectives Enabled

11. Consumer

12. Create and Distribute
Media handed down from on high…
…. along with its general tone and attitude

13. Consumption
Media was only consumed at set schedule and place

14. Marketing Touch Points- Finite
The way we interact with companies
and brands were limited to analog only.
In person, phone and in-bank branch
were primary ways the customer touched the brand
or company‟s service
Consumer checks and references was among peer
group, relatives, sales representatives and catalogues

15. Digital

16. Marketing is going Digital

17. Transformative shifts in Marketing
Phase1 – Music goes digital from LP to CD. Phase2 – Challenge for marketer as distribution becomes free
World of music doesn‟t change much
same model of conceptualization, creation
and distribution
Phase1 – Books goes digital from Britannica to CD. World of Phase2 – Content becomes decentralized that changes
Books doesn‟t change much centralized concept of Britannica
Phase1 – From centralized, outbound not differentiated Phase2 – Currency of marketers ( Information) goes digital
campaigns using traditional media to centralized, not highly and is freely available
differentiated outbound campaign using e-mail and landing
pages

18. What is really happening ?
Information becomes free
Prospects access information online
Sales is no longer information conduit
Sales is not able to read body languages
The challenge of reading and understanding digital body
language of buyer falls on marketing

19. Approach
Digital
 Focus is on performance with thought process
Performance
 can we measure the initiative ? Driven
 what technologies do we need to support Technology
Enabled
that initiative ?
 what strategies will we need to meet our strategic
objectives ?
 now let‟s build the creative
Creative has now become the fourth step in the new marketing approach thought process

20. Consumer

21. Create and Distribute

22. Single Source and complete consumer control
Blogging
“Since the first computer in 1965, what used to fit in a building now fits in your pocket, what fits in
your pocket now will fit inside a blood cell in 25 years”
Ray Kurzweil

23. Consumption happens anytime, anywhere
The line between digital and analog encounters blur all
together
The volume of “social touch points” reaches critical
mass. “ been there, done that” experience sharing
common on CGM. Fragmentation becomes the norm
Marketing recognizes and differentiates between “ yet
another talk channel” versus the desire to “enable
social participation”
Blending interactive and social to produce digital
applications that connect people and get them talking
It‟s easier than ever to reach a large audience, but
harder than ever to really connect with it
With infinite customer choice of media, marketers are
competing to make those connections.

24. Years to reach 50 million users
38 Years 13 Years
4 Years 3 Years
9 Months

25. This and That
New use
of media
Traditional
Traditional
place
place
of media Traditional
of media
place
New use
Traditional place of New use of media of media Traditional
Traditional of media
Media in everyday life in everyday life place
place Traditional of media
of media place
of media New use
New use
of media
Traditional of media
It is not Traditional
place Traditional Traditional
Like this place
of media place place
of media
of media of media
2008 2009
2008 2009 2010 2010
New Media has not replaced traditional media but has instead joined them

26. Turning the corners
Increased use of existing data and predictive models to make marketing decisions
 Increasingly merging of offline and online marketing strategies
 Interactive to social applications
 Increased collaboration
Listen Participate Collaborate
Focus shifting to Insights :
Enable interested people to find your brand
Better understanding of consumer preferences
Increase consumer engagement
Become an Industry thought leader

28. 1The Buyer has changed; Marketers will too
Interactivity and control in hands of consumer
Volvo ran a homepage on Youtube that had a Twitter feed embedded in the ad. Unit
Networked and mobile consumer
Using technology to create, share and distribute information
Conscious consumer
Demands authenticity and transparency
BP oil spill
Ecopolitan houses/office and Green products ( car & appliances)
SBI Green Channel

29. The Buyer has changed; Marketers will too
“ Tell – and- sell marketing” (No linear process of one way communication with consumers)
to “Discuss with” ( Marketers and advertisers need to work with consumers)
Producing communication with a brand message to producing Consumer value

30. The Buyer has changed; Marketers will too
transition from being seller to collaborator, advertiser to experience creator
marketers are increasingly using process of working together with customers to create value in marketing
exchange
P&G advisors program to collaborate with customers in developing new product offerings
media increasingly becoming more personalized and participatory. BBC program missed can be watched on BBC I-
Player
“We are five years away from fully individualized drag and drop TV & Radio stations”
Mark Thompson ( Chairman of BBC)
Serve customers how they want to be served

31. The Buyer has changed ;Marketers will too -
Interacting with the new consumer
Campaign Management
Sales and Marketing Alignment
 Use digital body language to understand
 Use digital body language to understand who is buyers
ready to buy Deliver the right message to the right person at
Connect sales with those who are, nurture the right time
those who aren‟t Use automation to respond to his/her time
frame not ours
Data Management
Marketing Analysis
 Model the phases of buying process
 Use the digital body language to understand
Use the digital body language to see when the
campaign influence
buyer is at what phase
Understand the phases of buying process
Keep data clean and consistent

32. 2 The Importance of When
 the popularity of Twitter has helped marketers to focus on one element of media - the importance of
WHEN
 real time communication is beginning to happen on many more platforms than just Twitter through
tools like status updates on Facebook and LinkedIn and mobile messaging
 auto companies like GM & Toyota are partnering with Edmunds.com ( online automobile information
provider) to create contextual messages that are triggered by customer activity and facilitate customer
decision making. Replacing „Just-in-case‟ with „Just-in-time‟ communication
 reaching audiences anytime, anywhere ,on any device will drive engagement and conversion
 many adverts already carry URLs, in the future we will see ads linking to desktop widgets etc.
 2D bar codes ( QR codes) –

33. 3 Communicating with multiple stakeholders
 Changing notion of one stakeholder- Consumer. Other non-commercial stakeholders have become
important especially with the emergence of social media.
 Who are these stakeholders and what are there motivations ?
Who Why
Consumer To Inform, Purchase and spread Loyalty
Reporters Accelerate Research, Fact –finding
Analysts Offers scoop/Insight‟s
Competitors Intelligence gathering
Regulators Vocal consumers provide indicators into future
problems
Helps reinforce or solidify a key position
Activists
Increasingly marketing strategies are designed taking cognizance of not just consumers but also these
external stakeholders eg Royal Caribbean Cruz … Haiti
Passengers took to an Internet message board to protest the idea of vacationing where "tens of thousands of dead
people are being piled up on the streets

34. 3Communicating with multiple stakeholders
Scan current state:
 Analyzing the top 10 sites/ forums that discuss brand/ competition
 What information is sought
 Do customers speak highly about the brand or not
 Is sentiments positive or negative
 Which discussion board or website are sought out for authority by analyst who cover category
 What issues are most likely to prompt consumers to spread information to others
 Decide
 Which issues deserve the most attention from you
 How can CGM be used to promote/ minimize negative message damage in social space
It‟s not the size of brand megaphone that matters any more; it‟s the size of consumer
megaphones that is becoming important

35. 4 Interactive to Social
 They are talking to each other before they are taking to the brand
 Social networking and exchange of information outside the brand space is increasing
 More than 1.5 million pieces of content ( weblinks, news stories, blog post, photos etc) are shared on Facebook daily
 Twitter averages 50 million tweets per day with 2-3 twitter accounts activated every second
 Twitter is a vast –self answering community. Increasingly people go on twitter to ask questions and get
answers
 marketers are “growing more ears”
 Dell approach to Twitter:
“We don‟t have a choice on whether we do social media, the question is how well we do it”
Erik Qualman

36. 5 RAM - connecting with consumers
Media
Relevance
Automation

37. Relevance
Fundamentally altering consumer mindsets, rapidly shifting consumer preferences and transformed consumer
spending habits ,makes it inevitable for us to remain relevant
 The right relevance( right message, at the right time to the right person) and the right response factor ( right segmentation,
demographics, psychographics, lifestyle) is gaining importance
 3D consumer classification ( Attitude, experience and interest) replaces only demographic /psychographic classifications
 Not just showing ads when a consumer is actively searching , but rather using what they are searching for to understand
what is relevant to them, advertising is getting closer to information
Consistent message no matter the medium, should be relevant and resonates with consumers
Segmenting financial consumer

38. Financial Consumer segmentation
Ignore advisors Rely on advisors
Self-Directed The Validators
23% of the audience 40% of the audience
45-55 years 35-45 years
Gather SEC A, A1 SEC A1-, B
Information Metros & Mini Metros Smaller Towns
Don’t Gather The Avoiders The Delegators
Information 17% of the audience 21% of the audience
25-35 years 25-45 years
SEC A2, Sec B SEC A
Smaller Towns, Mini Metros Metros, Mini Metros
38 Source: 3D 2007

39. Attitude ,Value and Needs
Self-Directed
“I Have Confidence in Me” The Validator
Wants to take control , “Money, money, money”
be it in terms of security and Wants to stretch the rupee to the
finances. maximum
Value: Information, speed and Value: Information, advice, trusted
control. relationship.
Needs : High need of Needs: High need of Information.
empowerment. Needs control Will need personalized service
in all channels
The Delegator
The Avoider “Be there & take care of me”
“Trust no one” Looks for someone who‟ll be
Mistrusts advisors, does not want available at all times, offers great
in your face service service
Value: Safe investments that are Value: Advice, good service and a
simple and hassle free trusted relationship
Needs: Simplicity Needs :High need for relationship
Source: 3D 2007

40. Financial Behavior
Self-Directed The Validator
• Takes financial decisions by Interested in finances
himself Seeks advice on complex
Selects best products and price decision
Thinks he can outsmart the  Believes he is good at managing
market and make money when he money
wants  Is happy with his current
Does his research before standard of living
investing, gathers information to  Invests in stocks, shares and
aid him mutual funds
The Avoider The Delegator
Tends to spend money without Tends toDelegator does
The spend money but
thinking not like the spend money in debt •
Tends to idea of being but does
 Is risk averse Prefers to have someone in debt
not like the idea of being more
 Distrust financial advisors  Prefers to have someone more
knowledgeable help with decision
 Believes it is too early to start •knowledgeable saverwith decision
Wants to be a help and a
planning for the future planner •not actively gather gather
 Does Does not actively
 Does not gather information information
information
Source: 3D 2007

41. Research Decisions
Self-Directed The Validator
•Agents, Sales representatives,
• Financial company website, Broker/ financial advisor,
Online reviews, research, price / Advertising, Financial company
product comparison on websites, website, Online Reviews,
Newspapers & Magazines Research, Price /Product
comparison on websites,
Newspapers & Magazines
The Delegator
Tends toDelegator does
The spend money but
The Avoider not like the idea of being in debt •
• Agents, Sales representatives,
Advertising, Newspapers and Prefers to have someone more
Broker/ financial advisor,
Magazines, Friends and family knowledgeable help with decision
WOM/Friends/Family, Advertising
• Wants to be a saver and a
planner • Does not actively gather
information
Source: 3D 2007

42. Financial Consumer segmentation
Ignore advisors Rely on advisors
NEED VALIDATION
New Users ( How we get them to play) Brand Switchers
SELF DIRECTED
Gather What will make them try RBS? What will make them switch brand ?
Information How can we address this through How can we address this through
marketing marketing?
New Users ( How we get them to play) Brand Switchers
PLANNING
DELEGATE FINANCIAL
LOW TRUST
Don’t Gather What will make them switch brand ?
How can we build trust with them ?
Information How can we address this through How can we address this through
marketing? marketing?
42

43. Applying Segmentation : Self –directed
consumers
I Have Confidence in Me…
They want to take control of their own , be it in terms of security or finances.
Consumer satisfaction :
Product and operational focus
Marketing Opportunity:
Empower him to participate through feedback and dialogue in the process of product enhancement
and correction. Help them to be in control of their access to products and services
Media Implications
Provide him with information ( Newspapers & Online ) DM/ EDM, will look for online reviews, challenging
and engaging online/ on-air evolved financial games Provide him information /investment alerts on mobile/
mail, DM/EDM, editorial content ( reviews/ratings/analysis) will be critical

44. Applying Segmentation: Validator
Money, Money, Money…..
They continue to focus on pruning unnecessary expenses and shop with a list. They are spread across
income classes and try to stretch their rupee farther.
Consumer satisfaction
Human and product focus
Marketing Opportunity:
Up-front the value a brand offers to him. Help him feel smart about getting better bargains through
innovative schemes and promotions. Enhance the aspirational value of brands so he feels better about
investing with you
Media Implications
Will look for information – read more of newspapers ads, online, company reports , compare product
features. High standards and high expectations from Advisors. Will source information. Provide him with
account alerts , industry analysis etc

45. Applying Segmentation :Delegators
I‟d do anything for you, dear….
They buy more face-to face.They require service and look for trusted relationship with financial advisors
Consumer satisfaction
Human and operational focused
Marketing Opportunity
Use the closer relationship to build differentiation
Media Implications
Will not actively source information. Important to establish trust and relationship with them.
Need Personalized Service
.

46. Applying Segmentation : Avoiders
.
Fear, lack of Knowledge, distrust financial advisors, risk averse…
High degree of distrust. They need simplicity ,handholding and constant reassurance
Consumer satisfaction
Product (simple solutions)
Marketing Opportunity:
Handhold with simple solutions to make them feel safe
Media Implications
Investment handbooks, engaging financial online games, Establishing trust

47. Automation
Integrating all the marketing tools deployed into one unified system
 All forms of marketing and lead generation
 Increased need of marketing to understand Who is Where, When
Joining all marketing initiatives into one tool to create integrated programs and matrix for
measurement, to improve overall ROI and workflow
The focus shifting from the number of leads created to quality of leads passed to sales

48. Media
Instill Consumer
Social Confidence
CGM
Interactive Building brand strength
&
Collaborative Marketing and
Communication
Visibility/ Presence
Awareness
( Mass Media/ Search)
Can the strategies be integrated across media ? Can we close the loop on sales ?
Can we tie it back to sales, so that performance can be measured ?
Instead of tactical „new media‟ executions, marketers focusing on understanding
consumer motivations which in turn form basis of strategic media ideas

49. 5 Applying Framework
Ads, Banners Advertising, DM, Interaction and Sales visits Website/
Videos, Games EDM,PR, Engagement Widgets, Call One to one
Viral Organic and Paid activities, SN, center, Applications
Search, Rating Blogs
sites, Forums
Entertain Inform Connect Assist Convert

51. Five Emerging Technologies
Apple’s Tablet
Cloud Computing
Online TV
Augmented Reality Mobile Transaction (Mobile Banking)

52. Media Inflation

53. 2009: A slowdown year, however ended
inflationary
25%
20%
15%
10%
IPL, Increased
cricket days
Inventory full,
5% Monopolistic
Contrib
uted to print markets
Inflation Fragmentation
0%
Financial, real-
2007 2008 2009 Pulled
estate, retail-
down
-5% rates Slow down
3-4 months in
the initial year
-10% was bad
TV Print Radio Cinema Outdoor Internet

54. Initial projections 9-12% inflation for 2010
2009 2010
%
Medium % Disp Inflation Disp Inflation
TV 39 6 40 12
Print 47 7 45 9
Radio 4 8 5 5
Cinema 0 -4 1 4
Outdoor 5 0 6 8
Internet 3 10 4 8
Overall 6.3 9.9
Source : GroupM
Magna Global Inflation Update: Media Price Inflation Expectation - 2010
BRIC TV Internet Newspaper Magazine Radio Cinema Outdoor Total
China 31 25 8 10 16 10 8 20
Brazil 10 4 15 10 6 6 9
India 10 12 10 5 2 3 9
Russia 5 15 8 8 5 10 7
Source : Universal Lodestar

55. Media Trends in 2010

56. 1
E v o l v i n g B u o y a n t T h r i v i n g
1 5 % g r o w t h

57. The largest consumer base influences media &
consumption
Products segmented ; specific media choices

58. 2
N e w a d v e r t i s e r s r u l e m e d i a
D e m a n d > S u p p l y

59. 3
2 n d l a r g e s t m a r k e t
Television 60%
Satellite TV 50%
Digital TV 10%
Print 44%
Online 1%
Radio 23%
Cinema 5%
B u t y e t u n d e r p e n e t r a t e d

60. Rural India & some geographies remain media
elusive
Print Reach
Total TV Reach U : 56%, R : 30%
U : 79%, R : 44%
Radio Reach
Cable &Satellite Reach
U : 24%, R : 21%
U : 52%, R : 14%
Internet Reach Cinema Reach
U : 5%, R :0.3% U : 7%, R: 2%
Pop. = U : 256 Mn, R : 567 Mn

61. 4
Te c h n o l o g y overcoming infrastructural issues
20mn DTH homes, 14mn in rural India, 28% growth

62. 5
D i g i t a l b o o m , y e t u n d e r u t i l i s e d
525mn mobile users, 71mn net users, 13mn facebook
Internet consumption had gone up by 70%, from 9.2 hours a week in 2008 to 15.7 hours/ week in 2009
Next phase of growth is expected from vernacular content.

63. 6
5 4 % o f I n d i a i s u n d e r t h e a g e o f 2 5
N e w f o r m a t s N e w m e d i a M y m e d i a
The traditional media reach is stagnating
Youth consume( multi-media taskers), communicate( IM, SMS,Chat) and create media( Blog, Video & Photo
sharing) at the same time
 Cost of reaching & engaging with youth is higher than women/men by 150%

64. Changing audiences shaping content
Housewives, Older
Slow in evolution, follow set tradition
Influenced by neighbors, relatives, friends
Excitement is in the form of story linked to
characters
Soaps
Metro based Youth/Kids 10+ Clinging Strong loyalty to program
Western Generation 64%
Tough to keep pace with
New content ideas constantly
Reality & interactive shows
Quick to adopt new format
Easy loyalty breakers
Television
14% Content Youth/CWE
Instant gratification
Surfers
Excitement is in the packaging,
Trendy Impatient star presence
Generation Generation Sports, Movies, News
Loyalty not easy to set
22%

65. 7
G r o w i n g h o m o g e n e i t y
G r o w i n g h e t e r o g e n e i t y

66. Diversity in population creating innumerable
media vehicles Over 450+ TV Channels
78223 Publications
6826 Newspapers, 71397 Magazines
366 Radio stations
120 Private FM stations
Claimed Users: 52 mn
12900+ Cinemas; 73 Active Users: 32 mn
multiplexes with 279 screens

67. 8
L i t e r a c y s p u r s p r i n t b o o m
10% growth, revenues $2bn, >12 major launches p.a

68. 9
M o d e r n t r a d e 3 0 % b y 2 0 1 2
R e t a i l t h e m o s t i m p o r t a n t m e d i a

69. 10
E x p l o d i n g T V, R a d i o s t a t i o n s , p u b l i c a t i o n s , w e b s i t e s e t c .
Fragmented attention for already pressurized consumers

70. Time Spent on media
112
108 4 Minutes
Minutes/day
Minutes/day
82
81 Minutes/day
36 Minutes/day
27 Minutes/day
Minutes/day
1 Minutes
9 Minutes
10 82
10 Visits/year 63 Minutes/day
Visits/year Minutes/day
Visits 20 Minutes
Source: IRS
TG: Males 15+ Sec AB

71. Audience evolving from finite to
interconnected touch points
Opportunity for brands to CONNECT with consumers on multiple touch points