Branding in the Digital Age

Presented by: Group 11

Many Brands

Fewer Brands

Final Choice

BuyFunnel Metaphor

is an old concept

Bad Product Description

Good Product Description

NEW ROLES IN MARKETING

Orchestrator

Marketplace intelligence leader

Publisher and “Content supply chain” manager

“Collect and use customer information to understand consumer decision analysis”

“CMO responsible for owned-media channels”

“Managers are generating ever-escalating amount of content on a global scale:

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Applying Branding in Digital Age in Indian Context

Flipkart.com provides the

compare feature to the customers

to quicken the evaluation

stage

Used the Like and Share feature to

promote positive reviews about their products

Foodpanda brings attractive discount deals frequently to increase repeat purchases

Customer service with call back and live chat facilities to instantly help customers and enhance customer experience

during and after purchase

WHAT Google DID ?

Primary source: Secondary Sources:

Consumer Panel Google Consumer Survey Online Reviews

Consumer Panel Google Consumer Survey Nielson Reports

MRI Survey of the American ConsumerReport from CMI eMarketerComScoreGoogle Consumer Survey

Consumer Intent Model Search Landscape Google Trends via Search TeamGoogle suggestions via Search Team

Consumer PanleMRI/ Emarketer

Mobile PanelsIndustyr Studies

Strategy Mintel Euromoniter Sysomos, CIM non-branded output clients

Think/Feel

DO

Influencers

Search terms

Environment

Brands

MAPPPING DATA SOURCES FOR THE JOURNEY

WHAT DOVE DID ?

“Real Beauty Campaign”

Earned media is scaling to create 100’s of million of interactions

WHAT Louis Vuitton DID ?

SOLELY FOCUS ON Social media

INCREASED SHARES AND LIKES

GIVEAWAYS

ONLINE COMPETITIONS

INTERACTIVE VIDEOS ON WEBSITE

LANGUAGE REGULATION FOR DIFFERENT COUNTRIES

How LV gained

BROUGHT USERS CLOSER TO THE BRAND ALONG

WITH EACH OTHER

ENCOURAGED COMMENTING

AND SHARING BY CONSUMERS

CREATED LONG LASTING

RELATIONSHIP

MOST ACTIVE SOCIAL BRAND

SELLING MORE PRODUCTS

HOMOGENEOUS PRODUCT

INFORMATION

WHAT nestle DID ?

IT ALL STARTS WITH THE MOM

UNDERSTANDING MOTHER’S JOURNEY

NEED TO FOCUS ON MOM, AND NOT JUST WEBSITES

• DESCRIPTION OF THE BABY’S EVOLUTION ON THE WEBSITE• MOBILE APPLICATIONS• FOCUS ON KEY WORDS ON THE WEBSITE• UNDERSTANDING THE BEHAVIOUR OF THE CONSUMER IS KEY

OTHERUNVENTIONAL MARKETING

TECHNIQUES

Street marketing Examples• IKEA – Dressing up Streets of New York

• Coca-Cola –Happiness Machine

• Trident Chewing Gum – Free lift to anywhere

Examples

• Panasonic Lumix DMC-ZX1 (Optical zoom)• Placed 9-foot tall pigeon and oversized and unusual sculptures• Throughout London.

To create buzz around it’s new camera

OTHERUNVENTIONAL MARKETING

TECHNIQUES

Street marketing Examples• IKEA – Dressing up Streets of New York

• Coca-Cola –Happiness Machine

• Trident Chewing Gum – Free lift to anywhere

Examples

• Panasonic Lumix DMC-ZX1 (Optical zoom)• Placed 9-foot tall pigeon and oversized and unusual sculptures• Throughout London.

To create buzz around it’s new camera