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MARKETING IN A DIGITAL WORLD SALIL KALLIANPUR 17 th Nov, 2017

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Page 1: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

MARKETING IN A DIGITAL WORLD

SALIL KALLIANPUR17th Nov, 2017

Page 2: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

Market Size Potential1 by 2020 ($Billion) Market Size Potential1 by 2020 ($Billion)

1Relative score assigned for potential annual turnover (revenue / shipment) of the industry in 2025

1Measured by qualitative factors that has the scope to create a boom in the industry such as new patents, innovation cycle and industry impact

Source: Bloomberg, Frost and Sullivan Analysis

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Top Mature Industries by 2020 Top Emerging Industries by 2020

Oil & Gas

Pharma &Healthcare

Chemical,Materials &

Food

ICT

Automobile

Metals &Mining

Energy,Power

Aerospace& Defence

Engineering &Construction

ElectronicsVirtual

CommerceBigData

3DPrinting

CloudComputing

CyberSecurity

ManagedServices

WellnessIndustry

UrbanLogistics

AlternativeEnergy

WasteManagement

Emerging industries by 2020

Page 3: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

The Fifth Wave of IT: The “SMAC Stack”

Page 4: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and
Page 5: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and
Page 6: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

Marketing in a digital world is

Page 7: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

This is how news broke in ancient times!

Page 8: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and
Page 9: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

9

Mass

market

1990s 2020s

Mass

segmentation

Portfolio

Based

Segments

Multiple

niche

Product

Based

Segments

Individualization

Individual

Customer

Based

Segments

Customized solution

Customers will not engage unless content is individualised

Page 10: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

Customers are well-researched, presumptuous and impatient

How well-documented and updated are our customers’ journeys?

Page 11: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

WTF of your brand in the age of assistance?

Page 12: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

Customize content by curation – don’t waste time

in creation. Yes! Its possible!

Page 13: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and
Page 14: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

Aggregation is far more efficient than creation

Page 15: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

FAANG are connectors, not creators

Values as of Nov 10.

Page 16: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

But, if you insist on creating than curating….

Page 17: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

…at least be creative…..

Page 18: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

Creative (and timely) content hooks prospects

Page 19: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and
Page 20: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

Outcomes:

• 150,000 brand mentions

• Millions of media impressions

• 10,000 new followers

Sales for mittens

doubled in the week

following Superbowl

Page 21: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

Winning awards vs. creating value for patients

Page 22: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and
Page 23: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

Transform from Old model – size to New model - value

Page 24: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

Today, 60% of the buying decision happens online

Page 25: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

1. BUSINESSES MUST TRANSFORM DIGITALLY

Digital marketing must be a priority for the whole company

You need to harmonize the team, corporate ecosystem and coordinate with multiple vendors

2. FROM “PRODUCT” TO “CUSTOMER”

Engage customer online; set up sale offline

Have a specific channel mix for every product

3. AVOID THE ‘CONTENT TRAP’

Content lifecycles are very small & need to personalize is very high

Don’t waste time creating content – aggregate & curate

Key Messages

Page 26: MARKETING IN A DIGITAL WORLD1. BUSINESSES MUST TRANSFORM DIGITALLY Digital marketing must be a priority for the whole company You need to harmonize the team, corporate ecosystem and

Thank you very much!


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