Maximizing Digital Marketing Strategy for brand and business valueA Bharat Bambawale & Associates Perspective
Before we get started with this presentation, we’ll like to introduce ourselves.
We are…
Bharat Bambawale & Associates Brand Architects
Bharat Bambawale & Associates is an independent brand and marketing consultancy based out of New Delhi, India.
We help brand owners create immediate, mid term and long-term brand value
www.bb-a.co.in I www.twitter.com/bbaspeak I www.youtube.com/bbaspeak www.linkedin.com/company/bharatbambawaleandassociates
Now that we’ve met let’s get back to the presentation
The Digital Life & Implications for marketers
The Infiltration, Immersion and Interactivity with digital devices, content, networks has transformed consumer behavior and values
Photo by Denise Krebs CC BY
People are interacting in a fundamentally different way with content, each other and brands
Anytime, anywhere, any device content consumption Actively rating, commenting, sharing, curating and creating content
Simultaneous, multi-screen content consumption and creation
1. Fundamental Transformation of Content Consumption
2. Fundamental Transformation of Human Connections
People’s opinions have a global audience and unprecedented influence
Having a ‘personal brand’ is de riguer
How we act in our real lives is dictated by the actions of our digital lives
3. Fundamental Transformation of the brand-consumer relationship
There is an irreversible shift in power from brand owners to consumers in shaping brand equity
By combining brand-consumer interactivity, social media, online reviews, mobile, commerce, search, the consumer voice has a virality that’s more powerful than our most sophisticated marketing campaigns and brand persuasion tactics
Technologies, access, social media conversations and connected, empowered consumers have created a completely new consumer journey to brand purchase
Simply put, the way consumers think about, research, prefer, buy, experience and talk about products and brands has transformed beyond recognition
Source: Forrester Research
Consumers have a more complex, continuously disruptive discontinuous lateral path to purchase now
Consumer Decision Making Journey Implications
Digital has created countless entry points into the consumer purchase journey
Consumers actively participate and influence the purchase journey for each other rather than passively absorb brand messaging
Consumers don’t distinguish between online, mobile and in-store they want to experience the brand and buy at a time and location of their choosing
Post-purchase experience is as critical for brand and business health as pre-purchase evaluation
Brands need to engineer sustained engagement and perhaps commerce across many channels 24/7
Source: Forrester Research
While the opportunity for increasing revenue, decreasing costs and creating tremendous brand value is obvious, immense and the platforms are numerous,most brands are still grappling to create a robust, seamless consumer-centricdigital marketing strategy mapped to consumers and business objectives
While most brands have a website, social media presence, SEO, SEM,ORM strategy, digital advertising plan etc these efforts are purely tactical unless they are the actions of a larger digital strategy that unlocks your business and brand value
The future of all business engagement whether it be sales, marketing, product development, HR, customer service is digital and social
Unlocking the potential of your people (customers, prospects, employees, partners) through a digital strategy and roadmap and in turn evolving the organization to be more nimble, transparent and connected will be the not-so-distant future for all companies
A cohesive digital business and brand strategy requires a change in culture, processes and often enterprise technologies.
There are three significant challenges that brands face as they leap-frog from digital marketing tactics to being a digital company
CChallenge I: A disruptive digital landscape where consumers
adopt new tech and behaviors continuously and expect brands to
keep pace and engage meaningfully this requires strategy and nimble execution
Challenge II: Company silos across marketing, sales, customer care, product can lead to incoherent strategy, underperforming digital assets and poor ROI
Challenge III: The profound transformation needed in organization, culture and process to create two-way engagement with the digitally empowered consumer is often the most difficult challenge to overcome
At BB&A we help brands at different stages ofdigital maturity to overcome these challenges and prepare themselves for the new realities of social business
Ultimately, strategy is about making choices.
Of the many opportunities that digital presents, every brand owner has to choose the path thatmaximizes the immediate, mid-term and long term value of the brand
1.Creativity 2.Care
3.Context
There are broadly three opportunities for brands in the digital marketing space
Creativity
The brand’s role has evolved to
being a publisher.
Participating, creating, co-creating & collaborating with consumers across
platforms and finding powerful ways to tell the
brand story through content and experiences
Care
Digital especially social media is a unparalleled opportunity for brands to deliver superlative consumer service by resolving real-world questions & problems for consumers and building trust, goodwill and advocacy for itself
Context
Context through data helps us understand consumer behavior and intent. Context makes brands relevant by delivering content and care that’s personal and targeted. While big data is spoken about as the marketing game-changer, its power isn’t massive terabytes of consumer behavior data. The true revolution is taking that data, generating it into actionable insights which are tested at scale by delivering amazing brand experiences
Depending on the opportunity that the brand identifies for itself, there are four digital marketing models that emerge
Source: Strategy&
Ultimately, whatever model you choose, we believe that Digital ‘Everything Everywhere’ has brought back focus to the fundamentals of Brand Building
While many new technologies, trends and buzzwords have been
introduced to the marketing lexicon
the digital age forces us to be consumer-life and
consumer-experience driven businesses
where we must constantly create value in the lives of our consumers by being relevant, authentic and useful
We hope you enjoyed our perspective on digital marketing
We would love to hear from you
Do get in touch!
www.bb-a.co.in
www.twitter.com/bbaspeak
www.slideshare.com/bbaspeak
www.youtube.com/bbaspeak
www.linkedin.com/company/bharatbambawaleandassociates
© bb&a 2014
Recommended
