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Two ways to look at the future: blue-sky. And extend key parts of the present. Gibson: The futures already here. Its just not evenly distributed.
Product.
Pricing. Placement. Promotion.
These date back to 1959. Real-time Brand Management Lets see whats happening today.
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Things have changed. Real-time Brand Management So what are the new rules?
Indian net users: 135m Indian C&S homes: 105m Star Plus viewership: 25m ToI national circulation: 7m
Critically, Indian internet users have already crossed Cable & Satellite TV households. Soon social media users will, too.
160m 150m
Net users
140m
130m 120m 110m 100m 90m 80m 70m 60m 50m 40m SM users C&S hh
Arguably, digital is the medium where properties have the largest reach in India. Larger than any TV channel or print pub.
2. Its not just the users of digital that beat others. But the usage of digital does too.
More than the rise in users the story is the rise in usage (IMRB/IAMAI)
Anybody who tells you digital is a small and unremarkable niche or a 2% medium is either blind, ignorant, sells TV or Print or all of the above.
3. Users and usage are great. But the cost often free is the best bit.
If you want to reach the mass in India, conventional wisdom says you buy ads on IPL on TV. A match rates 3.5% TRP. Thats 1m SEC A/B homes. Or 2.5m people. At Rs. 1 lakh per ad-second
Facebook alone delivers 6.75m (mostly SEC A/B) daily. For as little as free.
5. The best statistic about digital isnt a statistic. Its the most trusted medium.
If social media buzz is not managed well, reputations built over lifetimes can shatter in days
If social media buzz is not managed well, reputations built over lifetimes can shatter in days
Your own newspaper / TV channel with a opt-in viewership of millions. For free.
7. Competing on digital doesnt need large budgets. Digital helps Davids beat Goliaths.
Once a brand with a Rs. 20 cr ad budget feared another with a Rs. 200 cr ad budget.
Once a brand with a Rs. 20 cr ad budget feared another with a Rs. 200 cr ad budget. No longer.
Media budgets dont make a big difference.
Now its a fight between people or creative budgets. Rs. 25k a month? Rs. 2.5l a month? Rs. 25 l a month?
8. Media is vacating editorial to become marketing. Marketing can now take on editorial leadership.
9. Number of fans is irrelevant. Your edge rank drives relevance. Edge rank is driven by engagement. Measure engagement.
E1 scores
E2, E3 scores
10. Campaigns used to be built in months. Now they need to be built in minutes.
Flipkart? Landmark?
LISTEN
This brand is talked about more than 7,000 times a day. Others twice as much.
LISTEN
REACT
13. After listening and reaction comes the analytics and planning.
PLAN
LISTEN
REACT
Sentiment analysis
Competition tracking
PLAN
LISTEN
REACT
PRO-ACT
On Twitter..
PLAN
LISTEN
REACT
PRO-ACT
Some brand customers are more active on weekends. Does that mean we wont talk to them because we dont work weekends?
Pinstorm creative teams now work in shifts. Some day others will, too.
16. The big change is not in how agencies work but how marketers need to work.
PLAN
LISTEN
REACT
PRO-ACT
Customer Service
PLAN
LISTEN
REACT
PRO-ACT
Customer Service
18. Its not about being a generalist. Or a specialist. But about being a multispecialty agency.
SMM
Site/SEO
ORM E-com Optimisation Online Evangelist Mgt
Comp. Track
Pinstorm started as a pure SEM firm 8 yrs ago. Now none exist. No pure-SEO, pure-display, pure-site dev firms exist any more either.
Todays pure-social firms will disappear too.
19. You need to map out an entirely new set of channels or evangelists.
20. The new book on the rules of marketing is yet to be written. Itll take people, technology and boldness to create this future. Partner with a coexplorer.
mahesh@pinstorm.com
@maheshmurthy +91 98922 49969