Abhishek Rai • 11 July 2014

The Future of Digital Marketing

New Media & Research Firm

So, What’s the Future of Digital Marketing?

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ARTIFICIAL INTELLIGENCE?

BIG DATA?

INTUITION?

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Is it?

The Answer Comes fromDigging the

History of Web

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No. Not your Browser History.

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#&@!$

Censored

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Web 1.0 - Web 3.0

Online Ads

DIGITAL MARKETING ALL ABOUT EYE BALLS

Value of Users

Fixed Formula: More Ads = More Revenue

•"DIGITAL"BOMBIMG,"Ads"("Display,"Search,"Social,"Mobile)"•"CAMPAIGNS"•"CONTESTS"•"TARGET:"50,000"more"likes"on"fan"page

A Typical Digital Marketer’s Agenda

Rented Audience & Inconsistent Digital Marketing

WILL$LIKE$FOR$CAMPAIGN$‘A’

WILL$LIKE$FOR$CONTEST$‘B’

WILL$LIKE$FOR$CAMPAIGN$‘F’

Situation: Scattered PresenceYou$are$here!

A"brand’s"typical"online"presence

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Aftermath: An Unmanaged Community

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Two$new$likes

Headcount*measures*marketing*success

Data*goes*down*the*drain

The Point of Stagnation in Growth

Gro

wth

Time

1Mn Likes, 40K followers, 2L Impressions

Affinity?

Positioning?

Insights?

Loyalty & Advocacy?

Online Brand Community

A Digital Ecosystem Grows Weak with:

1. Scattered Presence Success on one platform v/s abandoned presence on others

2. Disjointed Audience Rented or Unwanted

3. Low Engagement Driven solely by incentives

BLOGActive: 2 hours ago

Active: 7 days ago

Active: 45 days ago

50% OFFPrizes $$

PAY & GET

E.g Premium Car Brands on Digital

LET’S PLAY SPOT THE

DIFFERENCE

We followed 3 Brands for 3 months in 2012

No change in 2014

So I ask again, What’s the Future of Digital Marketing?

When is the state of a Digital Ecosystem not Weak?

A Healthy Digital Ecosystem is a group of engaged audience in constant touch

with the brand and each other, which is also

an Online Brand Community

2 Things

Build Brand Communities

Organise, manage and grow them

Examples

Examples

Examples: India

Examples

A strong community takes the brand everywhere it goes. Not vice-versa.

Brand/Cause

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Leveraging the Online Brand Community for Business Strategy

BRAND PEOPLE

CONTENT PLATFORM

Step"I:"Plan"to"build"on"five"pillars

ENGAGEMENT

+ =

Structure

Structure

Brand’s(ecosystem(online

Step"2:"Manage"all"aspects"of"the"community

PEOPLE

1

COMMON"IDENTITY PLATFORMS

2 3

CONVERSATIONS

4

ACTION

5

ANALYTICS

CUSTOMER)JOURNEY)Case%Specific%Discovers%a%Story%

he%finds%useful%for%his%road%trip%plan%

Browses%Products%from%the%Story%

Reads%more%Travel%Stories%at%discover.fabindia.com%

Shares%the%story%with%his%network%

Purchases%a%Product%

OR#

OR#

Shares%more%stories%with%his%network%

Browses%Products%from%the%Story%

OR#

E"commerce(

Trac+on(&(Visibility(

#RoadTrip(Stories(from(Bali,(Rajasthan(h?p://bit.ly/46739(#Travel(#DiscoverFabindia(

Visits%the%plaAorm%regularly%for%presents%

Travel%

Customer Journey

Step"3:"Monitor"and"get"consumer"insights"

AnalyticsDec Jan Feb Mar Apr May

Dec Jan Feb Mar Apr May

1

2

Dec Jan Feb Mar Apr May

Consumer*engagement*

Gauge$consumer$reaction$and$adjust$tactics$in$real$time

Trend*Mapping

Identify$new$audience$segments$based$on$patterns$and$trends

4 Cross$platform$analysis$in$one$place$to$optimize$media$mix

3Track$brand’s$reconnect$with$consumers$and$the$quality$of$engagement

Consumer*engagement*across*multiple*platforms

Process to Build an Online Brand Community

Identify and Collect Qualitative and

Quantitative Data

Build a Roadmap/Strategy and Execute

Interpret and map for actionable insights

Brand; Clear positioningPeople; Target user/ customer

Common Identity; Emotional Connect

Conversations; Great content

Action; Conversions & participation

A Brand’s High-level Goals from the Online Community

Build Brand—!• Positioning: Choice of platforms/media • Affinity: Ownership • Loyalty: Support • Advocacy: Word-of-mouth promotion

Plan and Implement—!• Digital Strategy • Campaigns • Paid Media via ads • Owned Media via Social • Mobile Applications

How are these Goals met?

Quantity:!• Number of fans, likes, comments • Hits, impressions and search-ability • Measure using different metrics for all • List charts and keywords

What does Analytics Tell us?

Analytics:!• Google analytics • Facebook Insights • Hootsuite/Sprout Social/Buffer • Moz Analytics • Salesforce and more…

How is the Success of the Plan Measured?

Plain numbers tell an incomplete story unless broken down and

compared with brand objectives

Data v/s Story

Platform FacebookBefore AfterNo. of Fans8K 10K

EvaluationSource of Likes

5%10%

85%

Facebook AdsNewsletter ReferralWebsite

Likes v/s UnlikesFor every 5 likes, 3 Unlikes recorded

1200 unlikes in total Attrition rate needs to be

reduced

Profiled New Fans. Sample Size: 1008% are employees, 32% are contest hunters

Desired Audience needs to be tapped

!

!

Data v/s StoryAnalytics

Audience + Presence + EngagementStandardise and Structure Data Across

Zoom

ed in

pre

view

Brand Community Framework: Our proprietary method to audit and build brand communities

Our Method

Steps How-to

Audit!Collect Relevant Data

Checklists help in using data from analytics for contextual analysis

Assess!Draw Actionable Insights

Compare goals, objectives/benchmarks with the actual data !Find gaps and opportunities

Plan!Digital Marketing Strategy

Use insights to craft concepts/messaging !Plan Campaigns / content or Engagement strategy

For a demo of the tooltweet @vbuildcommunity

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