marketing in a digital world1. businesses must transform digitally digital marketing must be a...

MARKETING IN A DIGITAL WORLD

SALIL KALLIANPUR17th Nov, 2017

Market Size Potential1 by 2020 ($Billion) Market Size Potential1 by 2020 ($Billion)

1Relative score assigned for potential annual turnover (revenue / shipment) of the industry in 2025

1Measured by qualitative factors that has the scope to create a boom in the industry such as new patents, innovation cycle and industry impact

Source: Bloomberg, Frost and Sullivan Analysis

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Top Mature Industries by 2020 Top Emerging Industries by 2020

Oil & Gas

Pharma &Healthcare

Chemical,Materials &

Food

ICT

Automobile

Metals &Mining

Energy,Power

Aerospace& Defence

Engineering &Construction

ElectronicsVirtual

CommerceBigData

3DPrinting

CloudComputing

CyberSecurity

ManagedServices

WellnessIndustry

UrbanLogistics

AlternativeEnergy

WasteManagement

Emerging industries by 2020

The Fifth Wave of IT: The “SMAC Stack”

Marketing in a digital world is

This is how news broke in ancient times!

9

Mass

market

1990s 2020s

Mass

segmentation

Portfolio

Based

Segments

Multiple

niche

Product

Based

Segments

Individualization

Individual

Customer

Based

Segments

Customized solution

Customers will not engage unless content is individualised

Customers are well-researched, presumptuous and impatient

How well-documented and updated are our customers’ journeys?

WTF of your brand in the age of assistance?

Customize content by curation – don’t waste time

in creation. Yes! Its possible!

Aggregation is far more efficient than creation

FAANG are connectors, not creators

Values as of Nov 10.

But, if you insist on creating than curating….

…at least be creative…..

Creative (and timely) content hooks prospects

Outcomes:

• 150,000 brand mentions

• Millions of media impressions

• 10,000 new followers

Sales for mittens

doubled in the week

following Superbowl

Winning awards vs. creating value for patients

Transform from Old model – size to New model - value

Today, 60% of the buying decision happens online

1. BUSINESSES MUST TRANSFORM DIGITALLY

Digital marketing must be a priority for the whole company

You need to harmonize the team, corporate ecosystem and coordinate with multiple vendors

2. FROM “PRODUCT” TO “CUSTOMER”

Engage customer online; set up sale offline

Have a specific channel mix for every product

3. AVOID THE ‘CONTENT TRAP’

Content lifecycles are very small & need to personalize is very high

Don’t waste time creating content – aggregate & curate

Key Messages

Thank you very much!