MODULE 1
Challenges of Marketing to a Digital Customer
Lets go back …just 10-12 years
FB was still competing with
MySpace for traffic
was primarily selling books
was just about released
Brands still held the power… consumers went seeking
NO MORE…
Apart from the enablers
like internet & mobile…
what major changes in the
last 10 years has molded
the digital buying
behavior?
1. First/ Second Moment of Truth--->> Zero
Moment of Truth
Decoding – Zero Moment of Truth (ZMOT)
2. Linear to non-linear buy journey
Customer
journeys
have
become
complex!
3. Shift of control from brand to consumer
4. Digital platforms forcing a shift in
marketing mix
A
• Anytime
B
• Brand presence
C
• Communication
D
• Discovery
E
• Experience
Challenges of marketing to a digital customer
DIGITAL CUSTOMER
HENCE…
• Short attention span
• Be visible 24x7
• Impatient
• Be available 24x7
• Being bombarded all the
time
• Stand out
DIGITAL CUSTOMER
HENCE…
• Values proactive Brands
• Give real-time information/
value at every step of the
customer journey
• Doesn’t want to be
passive but have an
active say
• Create platforms for
interactions & encourage
co-creation
• Non-linear journey
• Seamless connect across
platforms
DIGITAL CUSTOMER
HENCE…
• Makes informed
decisions
• Be transparent
• Less forgiving
• Invest in generating
advocates and influencer
marketing
• Values experience
• Invest in tech to
augment experience
MODULE 2
Digital Culture & Role of Tech in Marketing
Refers to the knowledge,
beliefs, and practices of
people interacting on digital
networks that may recreate
tangible-world cultures or
create new strains of
cultural thought and
practice native to digital
networks.
There is NO organized
roadmap for learning
how the evolution of
culture on digital
platforms will unfurl.
Two basic schools of thoughtExisting cultures might find
themselves essentially
recreated in digital form as
more and more life
experiences, from the exciting
to the mundane, play out in
digital spaces.
The second school of thought
posits that the dominant
digital culture emerging now is
a separate culture unto itself.
Relationship between digital & physical
cultures
First, the
growth of
interaction on
digital
networks
influences
“traditional”
cultures.
Second,
longstanding
cultural traditions
are influencing
digital culture as it
takes shape.
Levels of culture
• Personal Culture
the knowledge, beliefs
and practices held most
dear to the individual. You
may find yourself
identifying with many
group cultures or taking
most of your interests
from the dominant
common culture. You can
choose your personal
culture. It is based both
on what you believe in
and what cultural
products you consume.
• Group Culture
what we used to refer to as a
“subculture.” It is the
knowledge, beliefs and
practices of a subset of people
considered to be part of a
larger culture. Group culture is
distinct in some ways from the
shared, broader common
culture. Group culture might
center on religious beliefs and
practices, ethnic norms and
interests, or food, music and
other forms of material
production. Groups can be as
large as all Chinese-Americans
and as small as the remaining
St. Louis NFL fan culture.
• Common Culture
common culture can be
arrived at when
individuals and groups
tell the same stories, or
when mass media reach
mass audiences with
the same messages at
the same (or about the
same) time.
Role of Tech
in Marketing
• Marketing technology or
Martech is the technology that
helps marketers reach their
customers.
• Put together, the collection of
marketing technology tools,
platforms and solutions that serves
and supports a Marketing team is
referred to as the ‘MarTech Stack’
of that organization.
Objective of tech in marketing
Speed
• Fast to real-time
• Right time, right place,
right messaging
• Right audience beyond
geographical barriers
Types of tech: Content Marketing Tools
Rich Media Tools
Data and Analytics Platforms
Social Media Tools
Marketing Automation
Platforms & Tools
Advertising Platforms &
Tools
Sales Enablement Tools
Tech across customer life cycle journey
Evolution of Martech!
Thank you