Our opinion/understanding

Evolving consumer eco-system

Challenges of the marketer

Content v/s Context (Effectiveness)

Tools(Digital analytics/behaviour)

Digital Workshop Learning - Flow

Decoding Applications

Conclusions

Our Understanding of the Digital World

“What ever is online is digital”

“Inexpensive Media”

“Create an ad and put it on Facebook…

Twitter…..Youtube”

How many people “Like” it!

How many people “Share”

How many “followers” do I have?

World of today’s Consumer Our World

Our Consumer has evolved

The way they communicate

The way they Shop

The way they Travel

The way they relax

Even The way they Choose a Life partner

Hence…….Our evolved consumer is….

Always connected

A Multi-tasker

Simultaneous Consumption of various media instead of sequential consumption

More powerful

Because of the simultaneous two-way communication!......You cannot take consumer for granted anymore

These consumers ACT as evangelists

They are always ….observing…sharing…exchanging….making opinions…and hence influencing everyone on the go!!!

Evolving consumer-Consumption of content

Challenges of the marketer

Evolving consumer-Consumption of content(Video: Native v/s immigrants)

Challenges of the marketer

Evolving consumer-Fast paced lifestyle/Digital hyper tasking-Growing disposable income with the young & restless

Challenges of the marketer

Evolving consumer-Abundant choice/influences->Demanding->Discerning->Loyalty is history(I flirt with brands)

Challenges of the marketer

Challenges of the marketer

Evolving media/eco system-Media fragmentation

-(Relevant) Content-Regional/Special interest

Challenges of the marketer

Evolving Media lifestyle-Cheaper smartphone/internet

-D2H Television-Crowdsourcing/UGC

-Crowd funding e.g. Public funded cinema(I am)

Engagement is now…Digital is now

Digital Darwinism-Surrounded by smart technologies(GPS Navigation/Mobile gaming/Travel or Food applications/Online music)-Data travel fast and can be stored-Multiple choices for consumers for consuming content -Change is influenced by consumers, not by engineers. Change or perish e.g. Microsoft(Windows 8), BB, Publications(Online edition),SBI(Online),

Convergence-> One screen for each

Engagement is now…Digital is now

Video: Social Media Revolution

Digital/Mobile is the panacea

Retail landscape being fragmented in India, distribution has always been a challenge

West have already hooked to the digital era-

Global examples: Nike+ sweat bands(Brand currencies)

Amazon to beat Walmart as the world’s biggest retailer by 2017

Appcessories: Google glass, Apple iWatch & Nike Fuel band

Effectiveness of digital media…..Abroad

Effectiveness of digital media…India

India is not immune to global consumers

Brands(in India) who have exploited-Idea(Paperless transaction/Stop cutting trees)

- Naukri.com/Monster application(Mera pass maa hai)-Axis bank progresstogether.com

-Airtel Shazam integration-Even UPA is reported to launch an e-paper(130.6 million mobile

internet users expected by March 2014 by Iamai) -Airbnb

A few marketers(Coke/Microsoft/Airtel/Axis Bank) is testing water

Digital Tools

Which will help us understand the digital world in a better way

Why do we need tools?

Know more… 5Ws

Know more…How?

Know more… about your Users! (Behavior)

Do more… to Know more… (Use Tools)

TweetFeel

Google Trends

Alexa

Google Insights

Addict-O-Matic

BrandTags

Google Analytic

SpyFu

FB Insights

Social Bakers

Compete

QuantCast

Decoding Application

What’s the take away

• Digital is NOW!!!• Content Vs. Context• Relevant Communication is what matters

now• Return on Investment/Measurability• Not Cheap!• Real time Research• Digital is not just another Adaptation