Social v/s Traditional

NASSCOM MarTech Confluence 2015

It is not either/or.It’s both.

1.25 b

800 m

350 m

Overlapping Experiences

160 m

150 m

Total Population

Mobile Users

TV Viewers

Internet Users

Smart Device Internet Users

Online Video Viewers

# Individuals

Source: India Census/FICCI-KPMG/Comscore/Industry Data

160 m

Radio Listeners

900 m

170 m

Social Media Users

100 m

Cumulative Readership of Top

15 Newspapers

1.25 b

800 m

900 m

350 m

170 m

150 m

160 m

160 m

100 m

The Key

1. Brand

2. Acquisition Cost per Customer

Much is made of the new digital world

Apparently all the rules of customer

engagement have changed

We have to unlearn everything we know

and create new marketing philosophiesand toolsI thought I’d test this hypothesis

By taking some golden rules of marketing, advertising, sales, products and customers…

to see whether they still apply…

Media vehicles change…

What matters is the MESSAGE

“Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.”

Zig Ziglar

“The customer is not a moron, she is your wife.”

David Ogilvy

“A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.”

Scott Cook

“Profit in business comes from repeat customers, customers that boast about your project or service, and that brings friends with them.”

John Wanamaker

“Making promises and keeping them is a great way to build a brand.”

Seth Godin

“The real fact of the matter is that nobody reads ads. People read what interest them, and sometimes it's an ad.”

Howard Luck Gossage

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”

Leo Burnett

“We are so busy measuring public opinion that we forget we can mold it.”

Bill Bernbach

Search, share, brag, chat, compare, like, learn, dislike, save, store, grow, build, buy, trade…These words best describe humanity –from hunter-gatherers to farmers to

civilization – for the last 100,000 years!

Search, share, brag, chat, compare, like, learn, dislike, save, store, grow, build, buy, trade…These words best describe humanity –from hunter-gatherers to farmers to

civilization – for the last 100,000 years!

And these are the most commonly used terms in new media

I find that fascinating.

“For every action, there is an equal and opposite reaction

plus a social media overreaction”

Thank you

Newton’s Fourth Law