Our Perspective on the challenges and opportunities that digital marketing presents marketers and how to leverage those to create competitive advantage and extraordinary business and brand value for your company

1. Maximizing Digital Marketing Strategy for brand and business value
A Bharat Bambawale & Associates Perspective

2. Before we get started with this
presentation, we’ll like to
introduce ourselves.
We are…

3. Bharat Bambawale & Associates
Brand Architects

4. Bharat Bambawale & Associates is an
independent brand and marketing consultancy
based out of New Delhi, India.
We help brand owners create
immediate, mid term and long-term
brand value
www.bb-a.co.in I www.twitter.com/bbaspeak I www.youtube.com/bbaspeak

5. Now that we’ve met let’s get back to the presentation

6. The Digital Life & Implications for marketers

7. The Infiltration, Immersion and Interactivity with digital devices, content, networks
has transformed consumer behavior and values

8. Photo by Denise Krebs CC BY

9. People are
interacting in a
fundamentally
different way with
content,
each other and
brands

10. Anytime, anywhere, any device content consumption
Actively rating, commenting, sharing, curating and creating content
Simultaneous, multi-screen content consumption and creation
1. Fundamental
Transformation of
Content Consumption

11. 2. Fundamental
Transformation of
Human Connections
People’s opinions have a global audience
and unprecedented influence
Having a ‘personal brand’ is de riguer
How we act in our real lives is dictated by
the actions of our digital lives

12. 3. Fundamental
Transformation of
the brand-consumer
relationship
There is an irreversible shift in power
from brand owners to consumers in
shaping brand equity
By combining brand-consumer
interactivity, social media, online
reviews, mobile, commerce, search,
the consumer voice has a virality
that’s more powerful than
our most sophisticated marketing
campaigns and brand persuasion tactics

13. Technologies, access, social media
conversations and
connected, empowered consumers have
created a completely new consumer
journey to brand purchase
Simply put, the way consumers think
about, research, prefer, buy, experience
and talk about products and brands has
transformed beyond recognition

14. Source: Forrester Research
Consumers have a more complex, continuously disruptive
discontinuous lateral path to purchase now

15. Consumer Decision Making Journey Implications
 Digital has created countless entry
points into the consumer purchase
journey
 Consumers actively participate and
influence the purchase journey for
each other rather than passively
absorb brand messaging
 Consumers don’t distinguish between
online, mobile and in-store they want
to experience the brand and buy at a
time and location of their choosing
 Post-purchase experience is as critical
for brand and business health as pre-
purchase evaluation
 Brands need to engineer sustained
engagement and perhaps commerce
across many channels 24/7
Source: Forrester Research

16. While the opportunity for increasing revenue,
decreasing costs and creating tremendous
brand value is obvious, immense and the
platforms are numerous,
most brands are still grappling to create a
robust, seamless consumer-centric
digital marketing strategy mapped to
consumers and business objectives

17. While most brands have a website, social media presence, SEO, SEM,ORM strategy,
digital advertising plan etc these efforts are purely tactical unless they are the actions
of a larger digital strategy that unlocks your business and brand value

18. The future of all business engagement whether it be
sales, marketing, product development, HR, customer service
is digital and social
Unlocking the potential of your people (customers, prospects, employees, partners)
through a digital strategy and roadmap and in turn evolving the organization to be more
nimble, transparent and connected will be the not-so-distant future for all companies

19. A cohesive digital business and
brand strategy requires a change
in culture, processes and often
enterprise technologies.
There are three significant
challenges that brands face as
they leap-frog from digital
marketing tactics to being a
digital company

20. C
Challenge I: A disruptive digital landscape where consumers
adopt new tech and behaviors continuously and expect brands to
keep pace and engage meaningfully
this requires strategy and nimble execution

21. Challenge II: Company silos across marketing, sales, customer care, product can lead
to incoherent strategy, underperforming digital assets and poor ROI

22. Challenge III: The profound transformation needed in
organization, culture and process to create two-way
engagement with the digitally empowered consumer
is often the most difficult challenge to overcome

23. At BB&A we help brands at different stages of
digital maturity to overcome these challenges and prepare
themselves for the new realities of social business

24. Ultimately, strategy is about making choices.
Of the many opportunities that digital presents,
every brand owner has to choose the path that
maximizes the immediate, mid-term and long term value of the brand

25. 1.Creativity 2.Care
3.Context
There are broadly three opportunities for brands in the
digital marketing space

26. Creativity
The brand’s role has evolved to
being a publisher.
Participating, creating,
co-creating & collaborating with
consumers across platforms
and finding powerful ways to tell
the brand story through content
and experiences

27. Care
Digital especially social media is a unparalleled opportunity for brands to deliver
superlative consumer service by resolving real-world questions & problems for
consumers and building trust, goodwill and advocacy for itself

28. Context
Context through data helps us understand consumer behavior and intent. Context makes brands
relevant by delivering content and care that’s personal and targeted. While big data is spoken
about as the marketing game-changer, its power isn’t massive terabytes of consumer behavior
data. The true revolution is taking that data, generating it into actionable insights which are tested
at scale by delivering amazing brand experiences

29. Depending on the opportunity that the
brand identifies for itself, there are
four digital marketing models that emerge

30. Source: Strategy&

31. Ultimately, whatever model you choose, we believe that
Digital ‘Everything Everywhere’ has brought back focus
to the fundamentals of Brand Building

32. While many new technologies,
trends and buzzwords have been
introduced to the marketing lexicon
the digital age forces us to be
consumer-life and
consumer-experience driven businesses
where we must constantly create value in the
lives of our consumers by being
relevant, authentic and useful

33. We hope you enjoyed our perspective on digital marketing

34. We would love to hear from you
Do get in touch!
www.bb-a.co.in
www.twitter.com/bbaspeak
www.slideshare.com/bbaspeak
www.youtube.com/bbaspeak
www.linkedin.com/company/bharatbambawaleandassociates
contact@bb-a.co.in

35. © bb&a 2014