marketing- shifting paradigm

8/12/2019 Marketing- Shifting Paradigm

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Marketing

The Shifting Paradigm

Ayub Ghauri

SVP & Head of Global Marketing

NetSol Technologies


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Agenda

Marketing through the Ages

Marketing in the Present

Marketing at NetSol


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Marketing Definition


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MARKETING THROUGH THE AGES


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Initially people use to live in small

groups spread across the world

Each group was a market

in itself, disconnected fromthe rest, it had its own set

of small marketers


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The only source of information were the chitchats they use to share at town squares and the

only way anyone would hear about a product

was from their friends and family


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Word-of-mouth was the most credible and

influencing source of information

You mustcheck out the

new stuff at

shop no. 11

This is goodstuff, I must

buy this!

Shop

11


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The Problem wasword-of-mouth wouldnt spread far and wide


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As a result, no marketer could become bigenough to benefit from economies of scale

and the market wasnt truly competitive


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and then.

Things Changed.


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People started living in bigger groups

closer to each other

They found innovative ways tocommunicate


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Marketing innovation used in Pakistan in early days


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Radio, Television and newspaper came

These mediums have been specifically designed to reach

a large audience

Since 1920, Radio has been used commercially

Marketing Message started travelling on Sound Waves


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National and global marketers emerged

and mass marketing was born as the same

marketers could now talk to consumers

from different groups


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Markets became truly competitive and a lot of effort

had to be put in on marketing to create a

differentiated brand

eggs

organic, fat

free, low

calorie, high

protein, bigger, tast

ier eggs!

eggs

eggs


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As the time passed

So called

Market Intelligencewas born


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and then.

..things changed again


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word-of-mouth spreading far and wide

What is happening now


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MARKETING AT PRESENT


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Multibillion dollar

marketers, if notliked, were thrown

down by consumersovernight.

Good marketers weregetting over night

popularity with spendingleast amount of

marketing money.


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For the first time smaller-mouse-sized marketersbecame big enough to make the otherwise

bigger ones dance to their tunes


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Marketing and business waschanging forever and some

marketers were fast at reaching

new heights


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The Shifting Paradigm

Why theParadigm

shift?

Communication has becomescientific, virtually free and accessible

People get more information aboutproducts from companies, third partyreviews and other users

Customer Profiling led to change offocus from product centric tocustomer centric


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1970s


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Coke Studio on TwitterCoke Studio on Web Blogs

Coke Studio on YouTube Video Views: 10,743,635

Subscribers: 11,313


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Coke Studio on Facebook

Fans: 337,321


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Main Point

Has there been a

paradigm shift inthinking? No

The only shiftis how the

information isshared &

communicated

Word of Mouth is still there

Branding still means a lot Relationships still need to be flourished

Supply Chain Management is still required


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Marketing Choices

e Channels

Social Media

Website /SEO

CorporateBlogs

Events

RelationshipDriven

PrintedMedia

Conventional


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Common mistaken beliefs of modern Marketing

Online world is the real worldWe'll stick to the real world!

It does affect you, but it affects different businesses in different ways andat different speeds.

It doesn't affect us

Why cant it be both online and offline

The challenge is to identify what works for you.

It's either / or!

Let the IT department do what it does best i.e. help you deliverLeave it to the IT Department

Numbers dont mean a lot

Social Media Marketing needs to be targeted, relevant and value adding

He who shouts loudest getsheard

Social media provides fantastic opportunities to spot trends, highlightissues and tap into whats going on

It's just about attractingcustomers

The fundamental principles of marketing haven't changed.'finding, attracting and keeping the customers

The 'old rules' don't count anymore


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Factory ExistingProducts/Services

Selling &Promoting

Profits throughsales volume

Starting Point Focus Means Ends

Well defined market Customer needs Integrated marketingProfits through

customer satisfaction


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MARKETING AT NETSOL


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About Us


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1996 - Founded

1996 - Major Offshore Contract Mercedes-Benz

2006 - Achievement CMMI Level 5

2006 - Acquisition McCue Systems (US)

1998 - IPO 1999 - NASDAQ

2007 APICTA Award Best Financial Application

2005 - Acquisition CQ Systems (UK)

2008 2009 Major Wins Globally


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Challenges for NetSol

Department Challenges

No concept of a holistic, functioning Marketing department

Marketing was supposed to provide designing and copywriting

No policy to align sales & marketing activities

Selling was primarily based on: Relationships

Software Quality

Industry Challenges

No Tangible product

Niche Market


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Website

Facebook

Twitter

Blog

SEO

Newsflash

InvestorRelations

Business News

Market News

Products

Whitepapers

Employees

Events

Alliances

Board of Directors

Management Team

Accounts

CSR

Google


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NetSol Global Marketing

Standardization of processes

Event Takeaways, Templates for Presentations, Case Studies

Image Building Creating awareness through electronic-media, events etc

CRM / Profiling

Customers relationships are most important

Need to satisfy customers to get more referrals

Integrated Marketing

Using all the available channels to convey the same coherent message


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Channel Utilization by NetSol

Electronic

SEO

SEM

Social Media

E-Newsletters

Events & Affiliations


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44.22%

5.60%

3.25%

Bounce Rate*

*Bounce rate: Bounce rate is

the percentage of single-page

visits or visits in which the

person left your site from the

entrance (landing) page

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

Pages / Visit

0

5,000

10,000

15,000

20,000

25,000

Page Views

December 2009 July 2010 September 2010

Number of Pages Indexed

62 from 64 97%

Dec 2009: 4 from 200+ pages 2%

h l l b l


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Corporate Blog

www.netsoltech.com/blog

Twitter

www.twitter.com/netsoltech

Facebook

NetSol page created on April 2010

Fans in July: 195

Fans in Sept: 244

Wikipedia

Wikipedia page for NetSol created on March 2010

A breakthrough achievement

h l l b l


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Email Campaigns

Newsflashes

May, June, August, September Issues

Event Invitations & Announcements

Events & Affiliations

NetSol has supported and organized events all across the globe:

Industry Events

Own Events

Using local associations partnerships


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