A digital marketing strategy presentation for an Indian cement brand. Objectives: to improve brand recall and perception. Combine a CSR initiative within the online engagement model.

1. Digital
Marketing:

2. In the Digital World…
EVERYONE IS
CONNECTED
How can your company
CONNECT & ENGAGE
with your audience?

3. What is
DIGITAL MEDIA?
It is the process of REACHING OUT TO and
ENGAGING with your customers through
Digital Media (Email, Internet, Mobile)
HOWEVER…

4. It has evolved to become
A CULTURE…
And Digital Media is finding relevance as
SOCIAL MEDIA

5. CUSTOMER’S NETWORK

6. ESSENTIALS OF
SOCIAL MEDIA
BE
TRANSPARENT
INCLUSIVE
AUTHENTIC
ENGAGING
NON-INTRUSIVE

7. KEY TAKE-OUTS OF
SOCIAL MARKETING
Absolute Relevance: Just because you can, doesn’t mean you should
Audience: Understand them, their behavior & reason for being
Involvement: Know how to engage, motivate and influence
Treatment: If it too much of a hard sell, it won’t work in social media
Measurement: The economic value of a social media campaign

8. SOCIAL MARKETING
Is about getting your audience to
SHARE CONTENT
& become your
BRAND AMBASSADORS

9. Content
credits:
The
Science
of
Social
Media
(Dan
Zarrella)

16. Where is the
OPPORTUNITY
for
J.K.LAKSHMI CEMENT ?

17. PROMOTE THE BRAND
& ITS SPIRIT:
STRENGTH

18. GET THE AUDIENCE TO
JOIN THE CONVERSATION

19. J K LAKSHMI
CELEBRATES
STRENGTH

20. Of Green
Of IDEAS
Revolutionists
Of Teachers &
Of Women Of Innovators
Educators
Of Everyday
Of Sportsmen Of the Youth
People
STRENGTH

21. MAXIMIZE
REACH & RELEVANCE
INCREASE
PARTICIPATION

22. PROJECT MAZBOOTI: A Microsite that recognises people & causes

23. FACEBOOK ACTIVATION:
At the Generic Level:
Make the conversation more inclusive and
not product-centric.
Continue the dialogue on Mazbooti
STRENGTH and build conversations that
can touch maximum people rather than
focus only on the product and its target
audience.
The benefit of the idea is its scalability and
relevance to the audience to a large degree
and can also help involved participation.

24. FACEBOOK ACTIVATION:
At the Specialized Level:
Invite the architectural community:
Students of Design / Building Tech
Practicing Architects / Structural designers
to participate in a competition.
For eg: Design a bus shelter that is easy to
fabricate and install; resistant to public use
and possible abuse; takes care of weather
challenges.
The brief and challenge will ideally need to
tie-up with the idea of Mazbooti

25. The J K Lakshmi blog can be specific to the product and its
target audience. The main topics that are relevant can be
built around 3 fictitious characters or sutradhars
ARCHITECT
VASTU SPECIALIST
HOME STYLIST

26. ARCHITECT
Who will blog about the latest
buildings, construction
technology, best practices, etc
This character will cater to
architects, students, and
structural engineers.

27. VASTU SPECIALIST
Who will throw light on the principles
of vastu and how positive energy can
be harnessed through this science.
This character will cater to the
general public that strongly believes in
improving their home/office/
workplace productivity through vastu

28. HOME STYLIST
Will provide smart and easy home
improvement tips, products that can
be used to upgrade homes &
improve lifestyle.
This character will primarily cater to
women who wish to change /
improve their home and living spaces
in an easy-to-do manner.

29. THANK YOU