New Directions for Digital Branding and Marketing
40
'New Directions for Digital Branding and Marketing' Anandan Pillai Associate Director (Paid Media) Performics.Resultrix History, Evolution, Present & Future
-
Upload
anandan-pillai -
Category
Marketing
-
view
73 -
download
1
Transcript of New Directions for Digital Branding and Marketing
'New Directions for Digital Branding and Marketing'
Anandan PillaiAssociate Director (Paid Media)
Performics.Resultrix
History, Evolution, Present & Future
What is Digital? What is Branding?
05/03/2023 2
05/03/2023 3
Or is it?
+ + + + ???
05/03/20234
Branding
05/03/20235
05/03/20236
05/03/20237
05/03/20238
05/03/20239
Media Evolution
05/03/202310
Shift in Communication Paradigm
05/03/202311
05/03/202312
05/03/202313
05/03/202314
Has Consumer Decision Journey Changed?
05/03/202315
Consumer Decision Journey (Traditional)
05/03/202316
05/03/202317
Media Channels
Communication Pattern
Consumer Decision Journey
What All Has Evolved?
05/03/202318
Is Digital Really That Big?
05/03/202319
Countries With Highest Number of Internet Users (June’16)
Source: Statista.comAll numbers are in millions
05/03/202320
Internet Penetration & Growth Rate in India (2015 – 2021)
Source: Statista.com
36% Penetration as of 2017
Growing at a CAGR of 7-8%
05/03/202321
Challenges of Digital Era
Clutter Low Attention Span Low Organic Reach
How Do I Tackle These Challenges?
05/03/202322
Storytelling
Paid Media
05/03/202323
Media Spends Trend in India
All figures in Crores
Source: Dentsu, Exchange4Media Digital Report, 2017
All figures in Crores
05/03/202324
Future Trend of Digital Ad Spending In India
Source: emarketer
05/03/202325
Digital Media Spends in India (2016)
All figures in Crores
Source: Dentsu, Exchange4Media Digital Report, 2017
05/03/202326
Digital Media Spend Pattern Across Industries (2016)
Source: Dentsu, Exchange4Media Digital Report, 2017
05/03/202327
Digital Ad Spending Trend in India
Source: Dentsu, Exchange4Media Digital Report, 2017
Display
Video
Social Media
Classifieds
Search
05/03/202328
1995-1999 (Banner Ads, Pop-Ups)
1999-2002 (Search Engines)
2003 – (Social Platforms)
2007 – (Programmatic Advertising)
Digital Branding Evolution
29
Digital Branding Innovations
TrueCaller
Image Targeting
TV To Mobile
Keypad Targeting
05/03/2023
05/03/202330
Case Studies
Corporate Branding Product Branding Employer Branding Personal Branding
05/03/202331
Corporate Branding (Siemens Video)
Facebook (285,833)• 2.2 Mn Views• 16k Reactions• 1.5k Shares• 150 Comments
YouTube (68,785)• 230k Views• 78 Likes• 6 Dislikes• 4 Comments
Look for video in the next slide
05/03/202332
Product Branding
Facebook (1,576,177)• 2 Mn Views• 42k Reactions• 4k Shares• 531 Comments
YouTube (61,784)• 790k Views• 200 Likes• 58 Dislikes• 24 Comments
Facebook (2,297,813)• 2.4 Mn Views• 27k Reactions• 2k Shares• 268 Comments
YouTube (25,579)• 2.86 Mn Views• 113 Likes• 38 Dislikes• 5 Comments
Lenovo
HP
Look for videos in the next few slides
05/03/202333
05/03/202334
Employer Branding
35
Personal Branding
05/03/2023
05/03/202336
Brand Pyramid
Advocacy
Purchase
Consideration
Interest
Research Search + Display
Social Media ,Classifieds
Search, Affiliates, Email
Social Media
37
Did We Succeed?
05/03/2023
05/03/202338
How Do You Measure Success?• Brand Lift Studies• Consideration• Purchase• Message Recall• Message Association
• Share of Voice• Sentiment Analysis• Advocacy Quotient
05/03/2023
39
How Should We Think In Future?• Look for core brand message• Explore the dynamic customer purchase journey• Build a strong storyline• Choose your digital channels wisely• Exploit the ‘Connected Customer’• Focus on ‘Meaningful Advocacy’• Build a relevant ‘Attribution Model’• Maintain a ‘relevant’ continuity
