Brand Building Through Digital

BRAND BUILDING THROUGH DIGITAL

Vivek Bhargava

MD – iProspect Communicate 2

WE ARE LIVING IN THE DIGITAL AGE

It is not about Digital Marketing anymore…

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Digital

Community Building / Customer

engagement

Information dissemination

Customer Acquisition

Consumer Insights / Market

trends and product

development

Brand Building

Online reputation

management and PR

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THE DIGITAL LANDSCAPE

Summary of 15 years

Dual role of digital

Digital

Measure offline results of digital

Connect

Offline Online

Take a compass and start your journey

Fire Bullets then a

Cannon Ball

Limit Paid Media to 65 % of total costs

Plan for a Web

Presence

Treat your Digital

Partner as a Sherpa

Be Platform and Device Agnostic

Time for Digital to go Physical

Time for Multilingual

Digital as a Catalyst

Criticality of Content Creation

Try and set a single goal

Digital Fitness of the organization

BUILDING

BRANDS

THROUGH

DIGITAL

Persistent question for 15 years !

5 years back – NO

Today – Resounding

YES !

What changed ?

Adwords – sort of birth

of Digital Advertising

• Remove Flaws of conventional advertising Measurement

Inability to Target Intent

Rate Card Based Pricing

• Solution Improve measurement

Target Intent

Auction Based Pricing

FOCUS OF ADWORDS

1. Reach?

2. Frequency?

3. Duration of Ad Unit Exposure?

Five years back Digital was not engineered to deliver the above benefits… Today it is.

WHAT ABOUT THE BENEFITS ?

• Reach = 120 + Million internet users, 800 million mobile subscribers

• Frequency = technologies such as remarketing, social media advertising

• Duration of Ad unit exposure = social media, video advertising, Apps

However digital continues to retain all the other benefits, thus a more effective platform / medium to BUILD BRANDS

DIGITAL AGE

The need for a new approach ?

• Maximise Efficiency rather than minimise waste

• Ability to reach Niche Audiences

• Pricing is auction based

• Ability of the medium to have Individual Communication based on interest, psychographic

• Optimization is possible due to quick response

DIGITAL VS CONVENTIONAL ONLINE ADVERTISING VS TRADITIONAL OFFLINE

Content can influence

the price of advertising

KEY DIFFERENCE

Tenets of the

approach

END OF SEC A, B – IDENTIFY PRECISE TG FOR YOUR BRAND / PRODUCTS

Tenets of the approach

WHY SEC IS IRRELEVANT?

Loop Mobile Users - example

Mumbai Entertainment professionals

College Students

People with 2nd homes near Mumbai

Blackberry Users

Social Media users on mobile

….

• How to for latest mobile OS – Example

• How to for learning social media from user point of view

• Jokes on Friends

• Jokes on other Cities as compared to Mumbai- two friends on phone…

• MGM plan explanation – White Board Animation - Example

VIDEO CONTENT FOR THESE USERS

MINIMAL ADVERTISING IN THE AD UNIT – CREATIVE BASED ON INTENT AND CONTENT

Tenets of the Approach

• AD unit to focus as a hook

• Drive traffic to content on destination platforms

• Communicate benefits of the services on the destination platform / App etc

• Lead engagement to action

NO ADVERTISING THROUGH ADS

CONTENT AS THE SPINAL CORD OF THE APPROACH

Tenets of the Approach

• UGC, Video, SM Apps, Mobile Apps

• Content Creation based on Analytics and Trends

• Organic and Media Cost Benefit of Content

CONTENT STRATEGY

WEB PRESENCE INSTEAD OF WEBSITE

Tenets of the Approach

DISTRIBUTE CONTENT THROUGH THE WEB

MEASUREMENT OF THE ENTIRE AIDA CYCLE

Tenets of the Approach

Action

Desire

Interest

Awareness

INVEST 30 % OF THE BUDGET INTO NON PAID MEDIA ENDEAVORS

Tenets of the Approach

• One needs to create Content for hundreds of Target Audiences

• Customized Creative based on the Audience and Intent

• Cost of Analytics and Measurement

• Costs of Optimization

• Costs of Managing Web Presence

• Costs of Managing Multiple Partners

• Education of Internal Stakeholders

WHY CHANGE THE SPEND RATIO?

• Awareness - Impressions / Video Views / Pages views / Time Spent on Web Presence

• Interest - Quote generated, Prices Compared

• Desire – Filled up Lead, requested Call Back

• Action – Bought the Product, Test Drive

• Engagement – Cross Sell / Upsell / Advocacy

MEASUREMENT

• Niche TG – thus min wastage

• Increase impression share from audiences that deliver maximum ROI

• Relevant Creative reduces Media Costs

• Creation of Intellectual Property

• Branding leading to Sales

BENEFITS OF THIS APPROACH

EXAMPLE - DSPBLACKROCK

• Psychographic – Long Distance Running

• Content – How to Run

• Branding – Your Partner for the Longer Run

• Distribution – YouTube, Yahoo videos, Mobango, Fitness Blogs etc.

• Non paid Media – Tweets, FB updates

• Paid Media – Promoted Video, PPC etc .

EXAMPLE – DSP BLACKROCK

• The approach requires a lot more effort, but will deliver tremendous value

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WHAT WE HOPED TO ACHIEVE

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THE SPEAKER IPROSPECT COMMUNICATE 2

Vivek Bhargava Managing Director

iProspect Communicate 2 @vivekbhargava