change the game - get more from digital
TRANSCRIPT
The Challenge is Bigger when You are Small.
SUBHENDU PATTNAIK
THE CONTEXT
• The shift towards providing a pleasant digital experience to customers has changed the business landscape
forever, increasing the need to build new expertise, new marketing campaigns and creating rich and innovative
data models to generate intelligence and insights, thereby attempting to personalize our response to every
single customer at diverse stages of the decision making process.
• A majority of marketing teams continue to complain about getting mixed results from their campaigns and find
it challenging to break the silos of channels, platforms, marketing tools and automation platforms and two,
majority of them complain about lack of budget, lack of adequate team sizes and are overwhelmed by the
enormity of changes affecting the field on one side and inability to get a leadership buy-in on the other.
• This session will provide inputs on how you can get past them and build ultra efficient marketing
teams for your enterprise.
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AGENDA
• Top BusinessChallenges you would surely want
to Overcome, as the ecosystem evolves.
• The New Age Marketing & What can you do
more & better in your Marketing Strategy
• Change the Game – Building an Ultra-Efficient
Marketing Team for your Enterprise
• Q&A
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TOP CHALLENGES – E C C IDO YOU KNOW WHAT YOU DON’T KNOW?
• Too much Noise to make sense out of anything.
• Technology Evolutions is Ultra-Rapid
• Competition is disruptive and fierce
• Customer developing immunity to your messaging
• Customer does not express needs; Need to identify Latent needs & wants
• Time & Budget is Limited. Marketing Strategy & Planning is inadequate. Leadership & Employee buy-in is not in place. Product is solving non-existent problems.
Environment
Competition
Customers
Internal
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THE NOISE AROUND YOU & YOUR CUSTOMERS.AND YOU CAN’T ESCAPE.
• Every second we create new data. For example, we
perform 40,000 search queries every second (on Google
alone), which makes it 3.5 mn searches per day and 1.2
trillion searches per year.
• Facebook users send on average 31.25 million messages
and view 2.77 million videos every minute. Every
minute up to 300 hours of video are uploaded to
YouTube alone.
• Within five years there will be over 50 billion smart
connected devices in the world, all developed to collect,
analyze and share data.
Mind-Boggling Facts Everyone Must know.- Sep, 2015
This is something you already know. You just can’t do away without cutting through.
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KNOW THE LATENT NEEDS OF CUSTOMERS. HOW?
• Banner Ad Blindness – Increased Immunity to Marketing
messages
• 99% of social media posts receive near zero engagement –
SocialFlow Research
• “Sponsored” Posts too fail to create buzz. Yet, sometimes, less
thought of posts go viral overnight. Why?
• Understanding the inherent nature of channel or medium and
crafting & customizing your content accordingly.
• Collecting, Analysing and Generating Insights from the Data
you capture.
• Asking Them in Micro-Communities.
www.ChangeTheGame.in [email protected]
WHERE IS MARKETING HEADING?
• Need
Human to Human Marketing leveraging Business
Intelligence. Context. Relevance. Responsiveness
• Channel
Social. Mobile. Video. Augmented & Virtual Reality.
• Technology
Automation - Bots. Artificial Intelligence. Data
Science.
• Intent
Test Fast. Fail Fast. Succeed Faster. Video
https://youtu.be/bxpixDF7e9I
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NEED: HUMAN TO HUMAN MARKETING
• Why are your customers there in that channel?
• Yes, your "informative" brochures & leaflets are SPAM to them. How to leverage Social media to get more traction while trying to ensure minimal interruption to customer experience?
• Understanding difference between Being Responsible Vs Being Responsive Vs Being Relevant
• You need Speakers, Writers, Artists, Sellers and more , all bundled into one – They are Customer Advocates
• Myth- You need to have huge Marketing team to achieve this and analyze huge amounts of data. False!
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CHANNEL: WEB, SOCIAL, MOBILE, AR, VR & MORE
• Technology will bring in new platforms all the time.
• Evolution from Print & Mainframes to Web, Social, Mobile, 2D & 3D to Virtual Reality and Augmented Reality.
• Every channel offers you opportunities to reach out to your customers. How you reach out and do best is up to you.
• Myth – You must invest in AR or VR today if you want to be successful. False! You have to decide which point in the tech-adoption curve you want to enter.
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TECH: BOTS
• Bots are born to solve one major problem –Customization.
• Gratify Instantly. Up-sell. Be consistent in offering value. Build Trust.
• Bots are limited by human imagination. By your own sensitivity to your client needs. The better aware you are, the better your bots will be.
• Myth – You need to be a large enterprise like Microsoft or Google to build bots. False!
• Myth – You will move away from Human to Human interaction. False!
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INTENT: TEST FAST, FAIL FAST & SUCCEED FASTER
• Tom Peters while dealing with multitude of unknowns
• Speed of Failures defines the speed at which you can grow
• Org Culture & Top Leadership buy-in; Marketing teams
should be allowed to fail and continue to experiment.
• Overcome the fear of failure and experimentation
• Safe Results vs Viral ‘Unreal’, ‘Out of World’ Results
• Myth – You need to have huge Marketing Budget to be able
to do this. False!
www.ChangeTheGame.in [email protected]
WHERE DO YOU START? THE CONTENT CALENDAR
1. Put together
Exhaustive list of
Content assets –
Classify them,
Storify them,
Videofy them. Build
Catchy headlines
2. Schedule them.
Observe. Monitor
and Repeat.
The same thing needs to happen with your Entire Marketing Calendar & Strategy.
www.ChangeTheGame.in [email protected]
CREATING AN ULTRA-EFFICIENT MARKETING TEAMCHANGE THE GAME
1. Define the Objective
2. Identify Skills. Identify People. Identify Gaps. Fill them by
relevant training and workshops.
3. Find Listeners, Speakers, Writers, Artists, Sellers and
Customer Advocates
4. Put together the Budget & Marketing Calendar; Define
Milestones & Review Regularly
5. Build One-unified Tech-Savvy Customer-Oriented team.
Infuse Passion. Train. Cultivate Grit & Growth Mindset.
6. With this you will overcome all the top challenges we
discussed.
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GRIT & GROWTH MINDSETBUILDING BRAND ADVOCATES IN EMPLOYEES
Video
• Angela Lee Duckworth Experiments and Longitudinal Research -Introducing Grit & Growth Mindset
• Grit is the power of Passion and Perseverance .
• Grit is having stamina, sticking with your future, day in day out not just for the week or month but for very long term.
• Grit is living life like a marathon and not a sprint.
• Building Grit by Growth Mindset. Extend it to employees by empowering them.
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Does not matter if you are Small. What Matters is you Stand as a Business. Standing Tall is just a Matter of Time.
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