Changing Dynamics of Marketing
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Transcript of Changing Dynamics of Marketing
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Changing Dynamics of Marketing
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Background
What is Marketing?
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Background
Marketing is a department A function An investment
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Background
Marketing is any thing you do or don’t do with respect to
your customers and environment
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Background
What is Marketing?
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Background
A mindset, requiring top to bottom commitment to providing the best customer service (and not just the product) across the organization
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Background
A company has two markets it caters to
Can you guess who they are?
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Background
EmployeesCustomers
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Background
What’s the goal of Marketing?
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To cause behavior change Or
Create a Paradigm shift
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Marketing DynamicsHOW HAS IT CHANGED?
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Increase in use of social media and smartphones
NOT ONLY IN MAJOR CITIES AND IN THE WEALTHY BUT ACROSS SEC, ACROSS PAKISTAN
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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
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Digital marketing (or Marketing) is easy.. Just make a video. It will go viral
ANY MARKETING MANAGER/BRAND MANAGER
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Creating a Viral video is not a sound marketing objective
THE AIM SHOULD BE TO CREATE VALUE FOR CUSTOMERS/AUDIENCE ETC
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Marketing is easy, I just send out spam emails and SMS
CONTENTED BRAND MANAGER
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Spamming is not marketing. At least it’s not smart marketing
PERMISSION BASED MARKETING IS MORE EFFECTIVE THAN SPAM
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We need to create Content. Content is the way forward
CONTENT MARKETING EXPERT
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Content is important but Content without Context is ineffective to achieve marketing objectives
CREATE CONTEXT AND YOUR CONTENT WILL STAND OUT
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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
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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
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We need to find a trend that we can ride
AGENCY EXECUTIVE
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Trends are good but if you don’t stand out, you’re lost
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Do you remember 12/12/12?
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Do you remember any social media posts about it?
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SESAME STREET’S TWEET ON 12-12-12
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Local examples
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Brooke Bond Supreme
APNA PAN MEME GENERATOR
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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
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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
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Now it’s Your Turn
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Local brand campaign
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How would you add value?
WHAT WOULD YOU DO TO AMPLIFY THE CAMPAIGN
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Think beyond ATL and BTL
Think in terms of adding Value
Put yourself in the place of the Consumer
How would you create WOM?
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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
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THANK YOU