Aditya Save

maximising the marketing moment

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Disclaimer: Beware of the Bias

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• The brands I talk about in the cases & in the examples are mostly from my set of mentee/investee/admired companies. Hence, please expect a biased pov !

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Some initial thoughts

• Aim of Business ! Larger Profit Pools

• Digital disrupts consumers .. & marketers

• Maximising a moment, requires pre-work

• Some Marketing basics, need a revisit !

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Marketing Model for a Digital World

Awareness IntentRelevance

InfluencePreference

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The Marketing Equation

Intent Relevance Influence Preference

Larger Profit Pools

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Understand ‘Intent’

• Intent for brand or category • Need Hierarchy • Premium-isation opportunities

• Intent pips Demographics • Focus on value delivery • Shorter Plan-to-Behaviour cycles

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Relevance

• Intent-based Segmentation

• Which India is it built for

• Where did the consumer come from

• Your own ‘Big Data’

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Relevance conversions jump by 32%

Month Play store ConvFeb ’16 28%

March ‘16 37%

ToFrom

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Influence

• “no one likes an also-ran”

• What is the consumer seeking

• Contribute on Social channels

• Content ‘access’ is key

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Influencing Content .. & Decisions

Booking Appointments

Online Payments

Appointment Optimiser

Resource Productivity Management

Marketing & Loyalty

Programme Management

Inventory Management

Customer Experience

Staff Training & Recruitment

Scale in a fragmented industry !

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Preference

• Aim for ‘Monopolistic Interest’

• Lead with differentiation

• Invest in ‘owned’ content

• Test Premium ‘willingness’

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In summary

• Digital offers opportunities, only if you are ready

• Data & Content make a great pair !

• Consumers will make irrational decisions, rationally !