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Digital Engagement

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A Morning with a Cup of coffee

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Traditional idea of

Marketing:

Consumers are

passive receivers of

messages.

Engagement

Marketing: Messages.

engagement marketers

believe that consumers

should be activelyinvolved in the

production and co-

creation of marketing

programs.

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In Engagement Marketing the

Customer becomes the co-creatorof the brand

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Definition

Engagement marketing is the

marketing strategy of encouraging theinvolvement and participation of

consumers in a topical area for the

purposes of influencing a brand or

product perception.

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Affinity

Conversation

Participation

ENGAGEMENT

THE BRAND

Engagement

Marketing

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Engagement marketing works toconnect consumers with brands,

with greater intensity.

Engaging Consumers in a

dialogue and two-way,cooperative interaction.

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The nature of digital brand

engagement

Digital channels are used to hold a

dialogue between a Brand and a

Consumer, or groups of consumers.

Primarily because they are interactive asrendered by technology

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Digital Technology ensures that the

audience can be selective about its

choices-the pick and choose of

media

IT ALSO ALLOWS BRANDS TO GET A FEEDBACK

ABOUT WHAT IS BEING SAID ABOUT THEM

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UNDERSTANDING COMPUTER

MEDIATED COMMUNICATION

CMC -

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CMC

The exchange of information through computer

aided machine

Internet networks Digital networks - mobile

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CMC Communication

Means

Emails

BBS

Internet relay chat

Multiuser domain

WWW

Characteristic

Packet switching

Multimedia

Interactive

Synchronous

Hypertextuality

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Digital Media & transmediaTransmedia multi-plat story form, crossmedia,

enhanced storytelling. Using multiple forms of

media with each medium making distinctive

contributions to our understanding of the story.

Multiple

Entry

Points

Hyper-social-ibility

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Hypersociability: encouragement of

involvement of media consumers ina story through varied social

interaction.

ON THE DIGITAL MEDIA,

ESPECIALLY ON SOCIAL MEDIAHYPERSOCIALIBILTY IS

INCREASING

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The operation of brands in the times

of Convergence

Transmedia Planning:Evolving non-linear brand

narrative. Different channels

could be used to

communication different, self-

contained elements of a brand.

Creating a narrative to build to

create an larger brand world.

Consumers then pull differentparts of the story together

themselves.

Traditional Media

Planning: one idea beingexpressed in different ways.

This is believed to be moreeffective as there are multiple

encodings of the same idea,

which reinforces the impact on

the consumer.

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Transmedia Planning:

PEOPLE

PEOPLEPEOPLE

PEOPLE

BTL-DM

AD

Interactive

PR

Retail

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The Web 2.0 effect

Consumers connecting to each other

Consumers Trust each other more with

conversations about product

Offers interactive information

sharing, interoperability, and

collaboration

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Creating Digital Engagement using

Web 2.0

Listen to online conversation

Engage them across media site right from

Micro-blogging to social mediaOptimising of net solutions

Develop integrated marketing programs that

use the Web

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MOST IMPORTANT:Digital users feel empowered

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Web 3.0

Will make the searches and the results more

proactive and more personal

K A f Di it l E t

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Key Areas of Digital Engagement

Strategy

Audience Insights: Using tools to map conversations on

the net. Of social media, site, twitter, blogs adding to the

knowledge on the drivers of the audience.

Brand Conversation: Audit module encompasses

consumer research, competitor mapping and social media

tracking and analysis.

K A f Di it l E t

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Key Areas of Digital Engagement

Strategy

Strategy: Utilizing Social Reference Marketing and Social

Capital construct, to develop marketing programmes

Influence Mapping: Using software, or Google analytics to

identify the digital influencers

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Content Creation and Management

Content Creation, Distribution, measurement and optimization is thecornerstone of reaching the customer. ((SEO)

Creation of user generated content then find the right content and

channel fit for maximising the return on engagement. From tracking

memes to mapping influence etc.

Intelligent marketing: Web video production to harnessing facebook

or twitter or linkedin for your business, CRM and internal data

mapping

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Google marketing company

provides free SEO services through

affiliate site

http://www.financialexpress.com/news/google-marketing-company-provides-free-seo-

services-through-affiliate-site/514418/

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FORMING A STRATEGY: Customer Understanding

People/

ConsumerWho are they

What are thevalues

What is themotivation

What is thebehaviour

Location Where are theyAre theyObservers

are they aParticipant?

are theyContributors

InfluenceWithin reach ofConversation

Do They Haveauthority ofsite ordialogue

Volume of buzzWhat tone doesit have

BrandAssociation

Are theyseekinginformation

Ready tocommit toyour brand

Loyaladvocators

Brandopponents

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FORMING A STRATEGY: Customer Engagement

People/Consum

er

Create virtualrepresentative

consumer groups

Understand

brand need

Outline aspects

brand appeal

Create content of

value

LocationPresent onrelevant onlineareas

offer freeinformation

Provide aplatform/mechanism for interaction

Engage usingright netetiquette andnorms

InfluenceOutline keyinfluence

Simulate interconsumerdialogue

Provide status forinfluencers

Address negativecomments

BrandAssociation

Maximise youradvocacy

Encourage interconsumerdialogue -minimisecommitmentrisk

Rewardadvocators &those loyal

Watch for brandaddress brandopponancy

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The Convergence of all Media

Majority of digital content will be distributed overthe Internet. Well-known online brands such as

Amazon and AOL have joined market leader

Apple iTunes in offering Internet users digital

downloads of music, movies and TV

Digital Demand Generation

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Digital Demand Generation

marketing

Integrating marketing

specifically demand

creation with the

sales funnel. All onlinesolutions ebay,

Amazon, Booking

online for real estate,shares and stocks,

travel agencies

Cost per Action, Cost

per Lead or Cost perSale

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Generating & Analysing the demand

email marketing, lead nurturingand management, website

forms, landing pages, affiliate

marketing, powerful,personalized microsites and

multi channel marketing

Analytics will support digitaldatabase size and give an

insight into Return on

Engagement

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Vdopia launches powerful

Talk2Me Ad format to increase

brand engagement

http://www.financialexpress.com/news/vdopia-launches-powerful-talk2me-ad-format-to-increase-brand-engagement/491733/

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Vpodia case Study

Vdopia, leading online and mobile

video monetization player

Talk to me services -

empower viewers to click on

the various elements

people, product and objects

of an online video ad and

enable them to interact with

or alter it. Movable Skin Branding

The Growth of Mobile TV and Video

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The Growth of Mobile TV and Video

services

In 2009 end there will be 35.9 million 3G mobile

phone subscribers in the US who watch video on

their devices. Of that number, 8.4 million will pay

for premium video content and seven million will

subscribe to a mobile TV service.

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3G and India A Forecast

India is expected to be the third largest economy by 2050

Telecom sector has proved to be one of the biggest driversfor this growth.

Offerings of cheap telephony rates -across the country

However internet penetration low - 18th in the world

200 ISPs in the country, we only have about 9 million users Internet subscribers translating into about 40 million users

of the Internet.

Wireless Interoperability for Microwave Access (WiMAX) is inthe country-this may make it one of the largest users in theworld

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Mobile Marketing and Advertising

the new EngagementFrom a Subscriber-and transaction-basedbusiness to viewing it as a subscriber-plus

audience-based business.

Mobile is now an integrated lifestyleimpacts mobile cost-per-thousand (CPM)

rates, which are orders technology for

millions of consumers.

Mobile has become a tool for directresponse and immediate feedback even

for large media congloromates

Major mobile users are between the age

group of 15 to 39

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Social Media and Engagement

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Providing a compelling reason for consumers to participate with your

brand is critical.

The new media marketing strategies need to use goodwill messaging

and provide something of real value -- such as education, entertainment, or

access -- to consumers to create a successful engagement campaign.

Engagement marketing campaigns are most successful when they tie

consumer lifestyles and values with those of the brand.

S h i i i l di

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Some techniques in social media

Threads are created as questions so as to elicit a

response

Forum entries if any are written in a conversational

manner. Not all entries should contain brand messages

Replies to comments from readers could be followed up

and brand messages when appropriate

The brand message is to be included at least once in all

conversations

Th Ch ll i S i l M di

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The Challenge in Social Media

Engagement marketing requires companies to be open to a two-

way conversation with consumers.

Campaigns needs to provide opportunities for visitors to respond

to your positioning and message.

Brands need to be willing to listen and respond or risk losing

customers who will find a willing replacement elsewhere.

Digital Engagement and the Viral

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Digital Engagement and the Viral

Marketing

Online media which relies on socialnetworking

Depends on Individuals, to influence a large

number of people-it establishes a pattern of

social trust

Creates a range of sharable assets

SOME FORECASTS

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SOME FORECASTS

Customers will increasingly drive the brand -Product democracy

will grow

-eg. CONVERSE.

Importance of niche media areas like podcasts will grow

The demand for Analytics and ROE will become higher

Marketers will demand more bandwidth for digital engagement

Consumer preference will be more assertive

Internet content will be more global

Mobile will be a more localised marketing