Transcript Slide 1

Digital Marketing:
Innovative strategy
Panel Discussion
Silicon India Strategic Marketing
Summit 2011
April 30, 2011
Mumbai
Introductions
Anil Modi
President (CCC) & Global Head – Marketing & Strategy, Aegis
Anil currently steers Aegis business in Middle East as President of Contact
Centre Company, an Aegis‐STC JV in addition to his role as Global Head of
Marketing and Strategy for Aegis. Anil has 23 years of experience in the field
of global outsourcing and Process Reengineering. Prior to Aegis, he served in
Global Tele‐Systems as a strategic member of their international business
division, managing telecom and IT divisions in North America. His previous
roles have been in Hughes Network Systems as Director of Networking and
HCL Technologies as Regional Manager. Anil has engineered successful
global outsourcing solutions for many Fortune 100 companies.
Anil is an Engineer in Electronics and Communications Engineering and has a
Masters in Business Management from Cornell University – S.C Johnson
Graduate school of Management.
Mahesh Murthy
Founder and CEO, Pinstorm
Mahesh Murthy, founder and CEO, has 24 years of marketing and
communications experience – of which over 14 years are in online marketing.
He his Winner of international notoriety as a creative director on HP, Microsoft,
Unilever, The Economist, Pepsi and MTV - for whom he wrote and directed a
spot voted Asias best commercial of the decade He then moved to a Silicon
Valley firm, CKS Partners (later, USWeb/ CKS) as Creative Director and
eventually, Partner – where he helped create and launch the first commercial
version of Yahoo in 1995 and the Earths biggest bookstore campaign for
Amazon.com in 1997. He founded Passionfund to invest in and guide startups.
Namrita Sehgal
Director of Internet Marketing, Taj Hotels
Namrita is a digital evangelist with a career spanning 12 years, she currently leads
worldwide Digital Marketing for Taj Hotels and manages a multi-million dollar
global e-commerce revenue stream. She has earlier held key marketing and
business development positions in leading transnational companies across the
online travel, automotive retail, dotcom, technology and business services sectors,
and has worked in the USA, UK and India. Namrita’s forte lies in creating next-gen
marketing solutions that are at the intersection of business, brand and technology.
Shivam Srivastava
National Manager - Strategy, Sify
Shivam Srivastava is the National Manager - Strategy & Marketing at Sify.
Shivam has 11 years of experience in the field of Media and Online space with
roles varying from Business Development to strategy and marketing. Prior to
sify he served with Times of India and Jobsahead.
Marketing Terms Defined
You see a gorgeous girl at a party. You go up to her
and say: "I am very rich. Marry me! "
Direct Marketing
You're at a party with a bunch of friends and see a
gorgeous girl. One of your friends goes up to her and
pointing at you says: " He's very rich. "Marry him."
Advertising
You see a gorgeous girl at a party. You go up to her
and get her telephone number. The next day, you
call and say: " Hi, I'm very rich."Marry me"
Tele Marketing
You're at a party and see gorgeous girl. You get up
and straighten your tie, you walk up to her and pour
her a drink, you open the door (of the car)for her,
pick up her bag after she drops it, offer her ride and
then say:"By the way, I'm rich. Will you "Marry Me?”
Public Relations
You're at a party and see gorgeous girl. She walks
up to you and says:"You are very rich! "Can you
marry ! Me?“
Brand Recognition
You see a gorgeous girl at a party. You go up to her
and say: "I am very rich. Marry me!" She gives you
a nice hard slap on your face.
Customer Feedback
You see a gorgeous girl at a party. You go up to her
and say: "I am very rich. Marry me!" And she
introduces you to her husband.
Demand
Supply
Demand and Supply gap
You see a gorgeous girl at a party. You go up to her
and before you say: "I'm rich, Marry me!" your wife
arrives.
Market Restrictions
Few Discussion Points
Are the marketing fundamentals same as in traditional marketing
channels? Digital marketing is often confused with internet marketing,
what’s the difference?
Digital marketing, consumers who used to seek word of mouth now read online
blogs, reviews, etc
Do you see
marketing spend
allocations
changing in
future? What
are the possible
trends that you
see?
Traditional marketers spend about 60% of their budget on working media, 20% on
content and 20% on people and agencies. Digital channels focus on a smaller core of
engaged people who can spread positive impressions with broader audience. 30% on
paid media and 50% on content
From one way communication to consumer engagement –
What does marketers be wary of in this scenario? Is push
marketing an infringement? Will it destroy the brand or create
message overload and thereby decrease absorption rate?
Earlier it was B2C …
Now it is…. B2C2C2C2C2C2B2C2C2C2C2C2B
How effective is mass customization (power of n=1) in promoting
product/solutions? Is it a hype or reality of future via digital
marketing?
Should we worry about Reputation Management when embarking
on digital marketing strategy?
When online conversations start to trash your brand, no response can be fast
enough. One telecom provider for example manages more than 40,000 search items,
have dozens of algorithms, to identify and reach relevant consumers, and has a war
room to spot and react to online complaints or rumours (Reputation management).
Brand marketing to woo customers in their consideration phase and promotions at
the final point of sale to sway them.
Q&A
Closing Remarks
How many social media gurus does it take to
change a light bulb?
It is not about the change- it is about engaging
people in conversations about the light bulb
change