Changing Dynamics of Marketing

Background

What is Marketing?

Background

Marketing is a department A function An investment

Background

Marketing is any thing you do or don’t do with respect to

your customers and environment

Background

What is Marketing?

Background

A mindset, requiring top to bottom commitment to providing the best customer service (and not just the product) across the organization

Background

A company has two markets it caters to

Can you guess who they are?

Background

EmployeesCustomers

Background

What’s the goal of Marketing?

To cause behavior change Or

Create a Paradigm shift

Marketing DynamicsHOW HAS IT CHANGED?

Increase in use of social media and smartphones

NOT ONLY IN MAJOR CITIES AND IN THE WEALTHY BUT ACROSS SEC, ACROSS PAKISTAN

I worked at (MNC FMCG) I never knew that people buy online from outside K,L,I.Now I run a start-up, I am surprised from where people buy luxury goods! FORMER ASST MEDIA MANAGER, HEADING DIGITAL

Digital marketing (or Marketing) is easy.. Just make a video. It will go viral

ANY MARKETING MANAGER/BRAND MANAGER

Creating a Viral video is not a sound marketing objective

THE AIM SHOULD BE TO CREATE VALUE FOR CUSTOMERS/AUDIENCE ETC

Marketing is easy, I just send out spam emails and SMS

CONTENTED BRAND MANAGER

Spamming is not marketing. At least it’s not smart marketing

PERMISSION BASED MARKETING IS MORE EFFECTIVE THAN SPAM

We need to create Content. Content is the way forward

CONTENT MARKETING EXPERT

Content is important but Content without Context is ineffective to achieve marketing objectives

CREATE CONTEXT AND YOUR CONTENT WILL STAND OUT

By using Context you need less media spend etc to stand out

IN FACT YOU CAN ALSO GAIN MASS MEDIA AS WELL AS SOCIAL MEDIA MILEAGE

By using Context you need less media spend etc to stand out

IN FACT YOU CAN ALSO GAIN MASS MEDIA AS WELL AS SOCIAL MEDIA MILEAGE

We need to find a trend that we can ride

AGENCY EXECUTIVE

Trends are good but if you don’t stand out, you’re lost

Do you remember 12/12/12?

Do you remember any social media posts about it?

SESAME STREET’S TWEET ON 12-12-12

Local examples

Brooke Bond Supreme

APNA PAN MEME GENERATOR

Brooke Bond is an excellent example of a brand that found a way to tweak the message for digital

THE MAIN MESSAGE OF THE CAMPAIGN IS BEAUTIFULLY TRANSLATED TO SUIT THE MEDIUM

RememberA CONSUMER DOES NOT DISTINGUISH BETWEEN ONLINE AND OFFLINE OR MEDIUMS , FOR HIM/HER THE VALUE IS MORE IMPORTANTTECHNOLOGY IS A GOOD AID BUT A BAD OBJECTIVE

Now it’s Your Turn

Local brand campaign

How would you add value?

WHAT WOULD YOU DO TO AMPLIFY THE CAMPAIGN

Think beyond ATL and BTL

Think in terms of adding Value

Put yourself in the place of the Consumer

How would you create WOM?

ExampleSMS sign up so that husbands can have help remembering anniversaries and wife’s bday etcTie in with a courier company for emergency delivery if a husband forgets

INSIGHT HUSBANDS USUALLY FORGET IMPORTANT DATES

THANK YOU