New Directions for Digital Branding and Marketing
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Transcript of New Directions for Digital Branding and Marketing
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'New Directions for Digital Branding and Marketing'
Anandan PillaiAssociate Director (Paid Media)
Performics.Resultrix
History, Evolution, Present & Future
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What is Digital? What is Branding?
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Or is it?
+ + + + ???
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Branding
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Media Evolution
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Shift in Communication Paradigm
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Has Consumer Decision Journey Changed?
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Consumer Decision Journey (Traditional)
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Media Channels
Communication Pattern
Consumer Decision Journey
What All Has Evolved?
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Is Digital Really That Big?
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Countries With Highest Number of Internet Users (June’16)
Source: Statista.comAll numbers are in millions
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Internet Penetration & Growth Rate in India (2015 – 2021)
Source: Statista.com
36% Penetration as of 2017
Growing at a CAGR of 7-8%
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Challenges of Digital Era
Clutter Low Attention Span Low Organic Reach
How Do I Tackle These Challenges?
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Storytelling
Paid Media
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Media Spends Trend in India
All figures in Crores
Source: Dentsu, Exchange4Media Digital Report, 2017
All figures in Crores
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Future Trend of Digital Ad Spending In India
Source: emarketer
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Digital Media Spends in India (2016)
All figures in Crores
Source: Dentsu, Exchange4Media Digital Report, 2017
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Digital Media Spend Pattern Across Industries (2016)
Source: Dentsu, Exchange4Media Digital Report, 2017
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Digital Ad Spending Trend in India
Source: Dentsu, Exchange4Media Digital Report, 2017
Display
Video
Social Media
Classifieds
Search
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1995-1999 (Banner Ads, Pop-Ups)
1999-2002 (Search Engines)
2003 – (Social Platforms)
2007 – (Programmatic Advertising)
Digital Branding Evolution
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Digital Branding Innovations
TrueCaller
Image Targeting
TV To Mobile
Keypad Targeting
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Case Studies
Corporate Branding Product Branding Employer Branding Personal Branding
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Corporate Branding (Siemens Video)
Facebook (285,833)• 2.2 Mn Views• 16k Reactions• 1.5k Shares• 150 Comments
YouTube (68,785)• 230k Views• 78 Likes• 6 Dislikes• 4 Comments
Look for video in the next slide
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Product Branding
Facebook (1,576,177)• 2 Mn Views• 42k Reactions• 4k Shares• 531 Comments
YouTube (61,784)• 790k Views• 200 Likes• 58 Dislikes• 24 Comments
Facebook (2,297,813)• 2.4 Mn Views• 27k Reactions• 2k Shares• 268 Comments
YouTube (25,579)• 2.86 Mn Views• 113 Likes• 38 Dislikes• 5 Comments
Lenovo
HP
Look for videos in the next few slides
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Employer Branding
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Personal Branding
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Brand Pyramid
Advocacy
Purchase
Consideration
Interest
Research Search + Display
Social Media ,Classifieds
Search, Affiliates, Email
Social Media
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Did We Succeed?
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How Do You Measure Success?• Brand Lift Studies• Consideration• Purchase• Message Recall• Message Association
• Share of Voice• Sentiment Analysis• Advocacy Quotient
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How Should We Think In Future?• Look for core brand message• Explore the dynamic customer purchase journey• Build a strong storyline• Choose your digital channels wisely• Exploit the ‘Connected Customer’• Focus on ‘Meaningful Advocacy’• Build a relevant ‘Attribution Model’• Maintain a ‘relevant’ continuity