Yogesh Aggarwal – Global Director Yellow Umbrella

Direct marketingParadigm Shift in Last Decade

World is changed• Nothing Left to Discover• Everything is been created • Time to think & Plan is not available• Lot of things to Do • Lot of Channels • Consumers Trust is all time low • Competition is All time High • Responses are all time low• Costs are All time High

Shift in Channels

Yesterday Today

Email

Relationship Centre

Marketing Lists

Social Media

Direct Mail

Tele Marketing

Mailing Lists

Shift in Consumer

Yesterday Today

Flood of Information

Many fold increase in Segmentation

Trust All time Low

Highly Connected

Limited information

Broadly segmented

Better Trust

Shift in Marketers

Yesterday Today

In stable

Very Less Patience

Less Connected with Consumer

No Appetite for Risk

Stable

Patient

Risk Taker

Shift in Competition

Yesterday Today

Huge Numbers

Very Aggressive

Guerilla

Very Well Connected

Few

Limited Market Information

Demassification – Focus is Toward Minimarkets

Consumers Lack of Time

Convenience of Ordering From Direct Marketers

Growth of Customer Databases

The Growth of Direct Marketing

Growth Catalysts

1. Increase in Customized Products

2. Fragmented Markets

3. Product Price Sensitivity

4. Shrinking Audiences for Network TV and Newspapers

5. Emphasis on Immediate Sales

Media Planning & Full Presence was never so Important

Tele Facing/F2F

Email / Connect

Direct Mail / Retention Mails

Linked In /Professional Network

Video Marketing / Viral /You Tube

Google / SEO /Search Engines

Twitter / What’s up/Speak Out

Facebook/Social Network

PR / Media

Media Plan

Programs & Work

OUR CHANGING LANDSCAPE

• Our industry is changing because the consumers we market to and create for have changed.

• For the first time in a long time we are being forced to listen to consumers and what they are thinking, feeling and now commenting about the brands we represent.

• The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2

TECHNOLOGY AND ITS ROLE IN OUR WORLD

• First marketers and media mavens controlled how we consumed media.– “Your contract with the network when you get the show is that you’re going to

watch the spots … Any time you skip a commercial …you’re actually stealing the programming” - Jamie Kellner, CEO of Turner Broadcasting, April 2002

• Then…. The Power Shifted

Anytime - Any Place - Any Way

DON’T CREATE DIGITAL TACTICS - CREATE CONVERSATIONS

• Often marketers think that creating a slick website, a video on YouTube or an email is the answer to their marketing needs and can move product off shelves.

• It is not. • The paradigm shift has happened.

– The noise we have made over the years has frustrated consumers and they have tuned us and our advertising out.

– Now we are monologue-ing in the corner of the room talking to ourselves.

• We are in the Conversation Economy.

STOP THE MONOLOG - START THE DIALOG

WHAT CREATES CONSUMER CONVERSATIONS?

of consumers don’t believe that companies tell the truth in advertisements

76%

THE DIGITAL MEDIUM1. Rapid Response Culture2. Integrated interactive media channels

• Corporate website• Microsite• Email• Mobile• Online Media• On Demand

3. Immediate Results• User Clicks• User Registrations• Traffic• Optimization• All = Engagement measurement factors

4. Optimization of sites and Online Media campaigns• Just because we launch it does not mean our job is done -

WE’VE ONLY JUST BEGUN• The internet is a live and interactive medium where the

consumer expects and often demands fresh and innovative content and experiences.

DIGITAL MARKETING & COMMUNITY

Its is all about the audience.

Playing in the digital landscape…

Using promotions that give consumers something to talk and that are relevant to our consumers’ lives

We will tell brand stories that encourage Word of Mouth (WOM) and positive brand experiences.

DIGITAL BRAND EXPERIENCES

• On the web, or on the phone we are creating strategic design. • We create brand identities and consumer interfaces. • Our three rules:

– User Interface = Brand– Design is how it looks & works.– Simplicity.

• The introduction of Interactive and Experience Design• The Introduction to Consumer Engagement Mapping

– Which communicates the story that you are telling consumers• Interaction Design (ID) is the professional discipline that defines the

behavior of interactive products and how products communicate their functionality to the people who use them.

• Good interaction design makes products ranging from computer software to clock radios to cars more useful, usable, and desirable.

MICROSITES & DIGITAL MEDIA- How do they work?

• The Presentation Layer– This layer controls the look and feel

as well as the consumer interacts with the site or media

– HTML, JavaScript– Vector Design Files

• The Business Logic– This layer controls how the site

works, takes in information, pushes out confirmations

– Object Oriented Programming

• The Data Layer– Databases and stored procedures

• MS SQL Server, My SQL, Oracle

Universal symbol for database

phppages not seen by the consumerBusiness Logic

is functional

User Centered Design = EXPERIENCE NOT NOISE

• The key to creating best online experiences is all in the execution of the Team. – They must be great story tellers– They must be consumers– They must be strategic artists

• It is important to have a well-balanced team that has the skills needed to implement a user-centered design approach to site, media and mobile, often referred to as User Experience (UE).

Thank You