Branding In The Digital Age
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Transcript of Branding In The Digital Age
Branding in a
Digital Age...
Applying the insights to the
Indian Market
Many Brands
Fewer Brands
Final Choice
Buy
Then Funnel Metaphor
Many Brands
Fewer Brands
Final Choice
Buy
Then Funnel Metaphor
1
Many Brands
Many Brands
Fewer Brands
Final Choice
Buy
Then Funnel Metaphor
FewerBrands
21
Many Brands
Many Brands
Fewer Brands
Final Choice
Buy
Then Funnel Metaphor
FinalChoice
FewerBrands
321
Many Brands
Many Brands
Fewer Brands
Final Choice
Buy
Then Funnel Metaphor
FinalChoice
FewerBrands
321
Many Brands
Buy
4
Now
Consumer Decision Journey
Now
Consumer Decision Journey
Consider
1
Now
Consumer Decision Journey
Evaluate
2
Consider
1
Now
Consumer Decision Journey
Evaluate
Buy
23
Consider
1
Now
Consumer Decision Journey
Evaluate
Buy
23
Consider
1
Enjoy,Advocat
e,Bond
4
Marketers often overemphasize the
‘consider’ & ‘buy’ stages of the CDJ
Consider
& Buy
The contemporary Digital Age makes the
‘evaluate’ & ‘advocate’ stages
increasingly relevant Evaluate&
Advocate
Effective Bonding leads to the creation of a strong and lasting loyalty loop
Bond
Analyzing & Understanding the
Indian Market
Branding in a
Digital Age...
Adopt a Consumer Decision Journey
driven strategy
Target Stages in the Decision Journey
Understand your Customers
Analyze Customer Behaviour
Focus on theTouch Points
Indian Consumer Market
Consider
Advertise
Consider
Impress your audience
effectivelyAdvertise
Consider
Place the product strategically
Evaluate
Evaluation is critical to the CDJ
Evaluate
Evaluate
Focus on Internet & Social Media
Evaluate
Enhance the web experience
Focus on Internet & Social Media
Evaluate
Enhance the web experience
Focus on Internet & Social Media
Stress on Product Reviews
Evaluate
Enhance the web experience
Maintain a coherent Brand image
Focus on Internet & Social Media
Stress on Product Reviews
Buy
Ensure a Buy
Deliver an integrated experience
Advocate
The ‘Buy’ stage is not the end at all
But
AdvocacyAdvocat
e
The single most powerful impetus to
make a customer buy is someone else’s
Advocate
Every Advocate brings in 3 new customers
Advocate
Every Advocate brings in 3 new customers
Analyze Customer Behaviour through effective feedback
Encourage Advocacy and ensure Customer Relationships
Employ and incorporate Social Monitoring Tools
Keep your customers happy and satisfied
CDJ is the apt answerto the marketing issues of the
Digital Age
Thus
Thank You
Created By
Priyanjit Biswas,Jadavpur University
During an internship under
Prof. Sameer Mathur,IIM Lucknow
www.IIMInternship.com
