Digital marketing beyond brand promotion

BEYOND THE CAMPAIGN: digital marketing beyond brand promotion

Meghana BhatCreative Director,

Webchutney

Things you do

Stories you tell about

things you do

Print Radio

TV

Digital

Creation of value Perception of value

MORE USEFUL, RELEVANT &

MEANINGFUL TO THE DIGITAL CONSUMER

PRODUCT

PLACE

PRICE

SOCIAL LOCAL MOBILEREAL-TIME

WHERE VALUE GETS CREATED

#1.

Embedding or Integrating solutions or services into

products

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

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

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

IMAGINE : A DTH service that makes TV social for you

#2.

Pricing that ‘rewards’

consumer behavior

IMAGINE : Prices that decrease just because you told a friend

IMAGINE : Prices that you and friends can collectively control

#3. Buy where you

connect, Connect where you buy

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

Social, Local, Mobile, Real-Time.

IMAGINE : Shopping made social

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

#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