Digital marketing beyond brand promotion
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21-Oct-2014 -
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Transcript of Digital marketing beyond brand promotion
BEYOND THE CAMPAIGN: digital marketing beyond brand promotion
Meghana BhatCreative Director,
Webchutney
Things you do
Stories you tell about
things you do
Print Radio
TV
Digital
Creation of value Perception of value
MORE USEFUL, RELEVANT &
MEANINGFUL TO THE DIGITAL CONSUMER
PRODUCT
PLACE
PRICE
SOCIAL LOCAL MOBILEREAL-TIME
WHERE VALUE GETS CREATED
#1.
Embedding or Integrating solutions or services into
products
IMAGINE : A car embedded with a solution to lower your carbon footprint by 15%.
Over 7000 recipes, many of them featuring Kraft productsLaunched in 2008, 60% of those who downloaded continue to use itApp charged at 99 cents per download
IMAGINE : Food products that assist you in the kitchen
An app that lets you control the TV with your mobile phone
IMAGINE : A DTH service that makes TV social for you
#2.
Pricing that ‘rewards’
consumer behavior
IMAGINE : Prices that decrease just because you told a friend
IMAGINE : Prices that you and friends can collectively control
#3. Buy where you
connect, Connect where you buy
We live in an age where you can’t sell a bad product even ONCE.
Over 200K views, coverage in 200 blogs, started as a campaign in 2010 but lives on as an ongoing sales platform for the brand
IMAGINE : Store as entertainment destination
Social, Local, Mobile, Real-Time.
IMAGINE : Shopping made social
As on April 2011, Square has shipped 341,688 of its card readers to date and has 332,483 activated users
It currently processes $2mn payments per day
#1. Integrate solutions or services into your product
#2. Make price into a reward for social behavior
#3. Give consumers a chance to buy where they connect and connect where they buy