digital and new media services

8/14/2019 Digital and New Media Services

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Digital and New Media

Consultancy ServicesMahesh Patwardhan

Digital and New Media Consultant

DigitalBrand

StrategyConsulting

BrandStrategy

TechnologyServices

OnlineMarketingServices

DesignServices



Service Objectives

• Develop complete digital brand strategy for client to helpachieve business objectives

• Develop complete digital marketing plan for client

Internet BrandStrategy

• Design of online Brand – website, information architecture,logos, communities, applications etc.

Web Design andDevelopment

• Build and deploy internet applications to achieve businessobjectives and to collaborate efficiently with businesspartners

Advanced WebApplications



Service Positioning

Internal Teams

And Partners• Design Team

• DevelopmentPartner

• Research Partner

• Media Partner

Internet StrategiesConsulting

• Service Delivery toclient

• Project Management

of Development andDeployment byInternal Teams andPartners

Clients

• Existing Clients

• New Clients

• Domestic

• Overseas



Service Delivery Approach

• Internet Strategy ConsultingRequirements,

Analysis, Strategy,Planning,

Recommendations

• Design Team

• Research Partners

• Software Partners

Design, Development,Deployment

• Internet Strategy Consulting

Project Management



Relationships

Partners

• Research• Development

• MediaPlanning

Internet Consulting

• BrandStrategy

• Design andDevelopment

• ProjectManagement

Client

• StrategyConsultancy

• Audit

• Implementation



Project Management

Digital andNew MediaConsulting

ResearchPartner

DevelopmentPartner

DesignPartner



Digital and New Media ConsultingServices

Digital andNew Media

Strategy

Web Designand

Development

AdvancedWeb

Applications



Research

D i g i t a l A u d i t An audit of digital presence

versus select competition,

Identifying and analysingpoints of presence

A detailed audit of website(content, structure,interface)

Traffic analysis

Overall messaging and key

messages

Customer feedback

Gap analysis.

B r a n d C o n v e r s a t i o n A u d i t s An audit of conversations

on the web around yourbrand (or subject/ industry)in different vectors,including perception and

tone

Insights gathered existingfeedback, and in-depthanalysis of gaps we need tofill through dialogue and

engagement.



Digital and New Media Strategy Framework

Data, Analytics and Optimization

Data Plan Analytics Plan Optimization Plan

Generating Awareness and Influence

Messaging and Viral Plan Digital Awareness Plan Digital Influence PlanChannel Unification

Plan

Creating the Digital Platform

Platform Proposition Channel Mix Creative Concept Content Outline

Defining Participant Print and Goals

People Profiles Company Objectives




GeneralProfile

DigitalProfile

• Digital UsageHabits

• ContentConsumptionPreferences

IndividualProfiles

Participant

Print




Goals

Customer

Acquisition/Registration

BrandExposure

Product

Knowledge/Education

New ProductIntroductions

EnhancedCustomer

ServiceDetailed

Participant

Database

CompanyPR Coverage

andInfluence

CustomerInsights and

Feedback

Activation

Sales



Digital Platform

The Platform Proposition

Platform PropositionDevelopment

• Competitive

Differentiation• Contextual Relevance

• Personalization

• Transactional Role

• Where Technology Fitsin

• Market Application

Platform PropositionStatement



Digital Platform

The Channels

Channel Mix

• Channel Insights

• Channel Data

• ParticipantJourney

• Channel Metrics

Channel Mix Plan

• Channel Type

• Purpose in theCustomer Cycle

• Metrics



Digital Platform

Content Outline

Company Provided

• Key Content

• Purpose/ParticipantBenefit

• Dynamic or

Static/Frequency• Sources of Content

Consumer Created

• Content Type

• Tools

• Prompts andPromotions

•

Linkage to PlatformProposition



Digital Platform

ChannelMix

•Define the rightchannels to deliverthe proposition

CreativeConcept

•Setting the right

tone, look and feelto bring theproposition to life

ContentOutline –

CompanyProvided

•Content createdshould validate the

platform

ContentOutline –

ConsumerCreated

• consumers as creatorsand participantsaround the subjectmatter defined in the

propostion

Platform

Proposition



Awareness and Influence

Messaging Plan

• Segment• Purpose

• Content

• Frequency

Viral Plan

• Content/Format• Purpose/Function

• Viral Prompt




Digital AwarenessPlan

• Type

• Site or DigitalChannel

• Role• Key Metric(s)

Digital InfluencePlan

• InfluenceChannel/Audience

• Content

• Frequency




Channel Unification Plan

•Physical – Digital Channels Integration

•Content Integration

•

Digital Unification



Data, Analytics and Optimization

Data Plan

• Data Types

• Creating a Plan

• Data Plan

Analytics

• KPIs linked toGoals

•

Measures• Analytics

Optimization

• SEO

• SEM (Paid

PlacementOptimization)

• BehavioralTargeting

• Site Optimizations

•

CampaignPerformanceOptimization



Digital Brand Strategy Services

• Market Research on Competition, Current BrandVisibility and Opportunities for branding usingdigital channels

• Digital Audit and Brand Conversation Audits

Research

• Online Marketing Channels

• Media Partners

• Corporate Websites

Online MarketingStrategy

• Tools

• Methodology

• Implementation

• Monitoring

Brand MarketingStrategy using Social

Media



Digital Channels

• The Web

• Internet Media: Display, Search, Affiliates andSponsorships

•

Email and Viral Marketing• Mobile Platforms

• Games

• User Generated Content

• Digital Signage• IPTV



Social Media

S o c i a l M e d i a S t r a t e g y Need assessment and

gauge the environment

Development of social

media plan (POST)Engagement inoutreach

Monitoring results,through ameasurement matrix.

S o c i a l M e d i a O

u t r e a c h Engage key audience

and build sustainedtwo-way associationsbetween the consumer

and the brand

Objective: To lead topowerful word-of-mouth, Consumerevangelists for the

brand and Co-creationof products

D i g i t a l F o o t p r i n t s Created for the

audience to engagewith the brand

Creation of blogsTouch-points &communities on socialnetworking sites,widgets

Applications on web,social networks or the

mobile.



Web Design and Development Service

• Concept development, design strategy, user experienceWebsite Concept and

Design Strategy

• Complete design of websiteWeb Design

• Development of the corporate websiteCorporate Website

development

• Development of user communities, onlinecommunication channels, forums, social networkingtools etc.

Communities



Advanced Web Applications

• Requirements, design, develop and deploy EnterprisePortals, Intranet/KM Portal, Content ManagementSystems

Enterprise PortalDevelopment

• Requirements, design, develop and deploy businesssolutions like Business Intelligence, OperationalReporting, Web Analytics

Web based BusinessApplications

• Design, develop and deploy ecommerce solutionincluding catalog, shopping cart, payment, order

management, vendor management etc.

Ecommerce Systems

• Identify requirement for Integration with ERP, CRM,Legacy Applications etc., design, develop and deployintegrated custom solution

Legacy ApplicationIntegration



Integrated Solution

• Development of Brand Strategy

• Online Presence Audit

• Social Media Outreach

Digital BrandStrategy

• Brand Websites / Microsites

• Ecommerce Sites / Customer Service Sites

• Social Media Development

Website Designand Development

• Engagement Model

• Maintainenance

• Analytics

Engagement,Support andMaintenance



Analytics and Optimization

Analytics

• KPIs linked to Goals

•

Measures• Analytics

Optimizations

• SEO

•

SEM (Paid PlacementOptimization)

• Behavioral Targeting

• Site Optimizations

•

Campaign PerformanceOptimization



Branding Process Methodology

Review

•Review existing marketing materials , Evaluate business drivers and identify target markets, Targetaudience profiles

Research•Research the market, Evaluate competitors' positioning, Identify Corporate Objectives

Strategy• Identify channels for marketing, Identify platforms and technology for deployment

Deploy•Develop applications, Deploy applications

Monitor•Train personnel in use of tools for monitoring, Provide maintenance as per contract



Project Delivery Methodology

RequirementAnalysis

• Gather and Analyse requirements

Functional

Design

• Functional Design of application

Development

• Development of application

Deployment• Deployment of application

Maintain

• Maintenance and Support of application



Thank You

Digital andNew

MediaConsulting

DigitalBrand

Strategy

AdvancedWeb

Applications

OnlineMarketingServices

Web Desig andDevelopment

n Services

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