Change the Game - Get More From Digital.
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The document discusses the challenges and strategies for marketing in a rapidly evolving digital landscape, emphasizing the need for personalized experiences and efficient marketing teams. It addresses common issues like competition, budget constraints, and the importance of understanding customer needs through data analysis. The session outlines approaches to build effective marketing strategies that leverage technology and foster a growth mindset among team members.
Change the Game - Get More From Digital.
- 1. The Challenge is Bigger when You are Small.
- 3. THE CONTEXT • The shift towards providing a pleasant digital experience to customers has changed the business landscape forever, increasing the need to build new expertise, new marketing campaigns and creating rich and innovative data models to generate intelligence and insights, thereby attempting to personalize our response to every single customer at diverse stages of the decision making process. • A majority of marketing teams continue to complain about getting mixed results from their campaigns and find it challenging to break the silos of channels, platforms, marketing tools and automation platforms and two, majority of them complain about lack of budget, lack of adequate team sizes and are overwhelmed by the enormity of changes affecting the field on one side and inability to get a leadership buy-in on the other. • This session will provide inputs on how you can get past them and build ultra efficient marketing teams for your enterprise. www.ChangeTheGame.in Subhendu@DigitalBlabber.com
- 4. AGENDA • Top BusinessChallenges you would surely want to Overcome, as the ecosystem evolves. • The New Age Marketing & What can you do more & better in your Marketing Strategy • Change the Game – Building an Ultra-Efficient Marketing Team for your Enterprise • Q&A www.ChangeTheGame.in Subhendu@DigitalBlabber.com
- 5. TOP CHALLENGES – E C C I DOYOU KNOWWHATYOU DON’T KNOW? • Too much Noise to make sense out of anything. • Technology Evolutions is Ultra-Rapid • Competition is disruptive and fierce • Customer developing immunity to your messaging • Customer does not express needs; Need to identify Latent needs & wants • Time & Budget is Limited. Marketing Strategy & Planning is inadequate. Leadership & Employee buy-in is not in place. Product is solving non- existent problems. Environment Competition Customers Internal www.ChangeTheGame.in Subhendu@DigitalBlabber.com
- 6. THE NOISE AROUNDYOU &YOUR CUSTOMERS. ANDYOU CAN’T ESCAPE. • Every second we create new data. For example, we perform 40,000 search queries every second (on Google alone), which makes it 3.5 mn searches per day and 1.2 trillion searches per year. • Facebook users send on average 31.25 million messages and view 2.77 million videos every minute. Every minute up to 300 hours of video are uploaded to YouTube alone. • Within five years there will be over 50 billion smart connected devices in the world, all developed to collect, analyze and share data. Mind- Boggling Facts Everyone Must know. - Sep, 2015 This is something you already know. You just can’t do away without cutting through. www.ChangeTheGame.in Subhendu@DigitalBlabber.com
- 7. KNOW THE LATENT NEEDS OF CUSTOMERS. HOW? • Banner Ad Blindness – Increased Immunity to Marketing messages • 99% of social media posts receive near zero engagement – SocialFlow Research • “Sponsored” Posts too fail to create buzz. Yet, sometimes, less thought of posts go viral overnight. Why? • Understanding the inherent nature of channel or medium and crafting & customizing your content accordingly. • Collecting, Analysing and Generating Insights from the Data you capture. • Asking Them in Micro-Communities. www.ChangeTheGame.in Subhendu@DigitalBlabber.com
- 8. WHERE IS MARKETING HEADING? • Need Human to Human Marketing leveraging Business Intelligence. Context. Relevance. Responsiveness • Channel Social. Mobile. Video. Augmented & Virtual Reality. • Technology Automation - Bots. Artificial Intelligence. Data Science. • Intent Test Fast. Fail Fast. Succeed Faster. Video https://youtu.be/bxpixDF7e9I www.ChangeTheGame.in Subhendu@DigitalBlabber.com
- 9. NEED: HUMAN TO HUMAN MARKETING • Why are your customers there in that channel? • Yes, your "informative" brochures & leaflets are SPAM to them. How to leverage Social media to get more traction while trying to ensure minimal interruption to customer experience? • Understanding difference between Being Responsible Vs Being Responsive Vs Being Relevant • You need Speakers, Writers, Artists, Sellers and more , all bundled into one – They are Customer Advocates • Myth- You need to have huge Marketing team to achieve this and analyze huge amounts of data. False! www.ChangeTheGame.in Subhendu@DigitalBlabber.com
- 10. CHANNEL:WEB, SOCIAL, MOBILE, AR,VR & MORE • Technology will bring in new platforms all the time. • Evolution from Print & Mainframes to Web, Social, Mobile, 2D & 3D to Virtual Reality and Augmented Reality. • Every channel offers you opportunities to reach out to your customers. How you reach out and do best is up to you. • Myth – You must invest in AR or VR today if you want to be successful. False! You have to decide which point in the tech-adoption curve you want to enter. www.ChangeTheGame.in Subhendu@DigitalBlabber.com
- 11. TECH: BOTS • Bots are born to solve one major problem – Customization. • Gratify Instantly. Up-sell. Be consistent in offering value. Build Trust. • Bots are limited by human imagination. By your own sensitivity to your client needs. The better aware you are, the better your bots will be. • Myth – You need to be a large enterprise like Microsoft or Google to build bots. False! • Myth – You will move away from Human to Human interaction. False! www.ChangeTheGame.in Subhendu@DigitalBlabber.com
- 12. INTENT:TEST FAST, FAIL FAST & SUCCEED FASTER • Tom Peters while dealing with multitude of unknowns • Speed of Failures defines the speed at which you can grow • Org Culture & Top Leadership buy-in; Marketing teams should be allowed to fail and continue to experiment. • Overcome the fear of failure and experimentation • Safe Results vs Viral ‘Unreal’, ‘Out of World’ Results • Myth – You need to have huge Marketing Budget to be able to do this. False! www.ChangeTheGame.in Subhendu@DigitalBlabber.com
- 13. WHERE DOYOU START?THE CONTENT CALENDAR 1. Put together Exhaustive list of Content assets – Classify them, Storify them, Videofy them. Build Catchy headlines 2. Schedule them. Observe. Monitor and Repeat. The same thing needs to happen with your Entire Marketing Calendar & Strategy. www.ChangeTheGame.in Subhendu@DigitalBlabber.com
- 14. CREATING AN ULTRA-EFFICIENT MARKETING TEAM CHANGE THE GAME 1. Define the Objective 2. Identify Skills. Identify People. Identify Gaps. Fill them by relevant training and workshops. 3. Find Listeners, Speakers, Writers, Artists, Sellers and Customer Advocates 4. Put together the Budget & Marketing Calendar; Define Milestones & Review Regularly 5. Build One-unified Tech-Savvy Customer-Oriented team. Infuse Passion. Train. Cultivate Grit & Growth Mindset. 6. With this you will overcome all the top challenges we discussed. www.ChangeTheGame.in Subhendu@DigitalBlabber.com
- 15. GRIT & GROWTH MINDSET BUILDING BRAND ADVOCATES IN EMPLOYEES Video • Angela Lee Duckworth Experiments and Longitudinal Research -Introducing Grit & Growth Mindset • Grit is the power of Passion and Perseverance . • Grit is having stamina, sticking with your future, day in day out not just for the week or month but for very long term. • Grit is living life like a marathon and not a sprint. • Building Grit by Growth Mindset. Extend it to employees by empowering them. www.ChangeTheGame.in Subhendu@DigitalBlabber.com
- 16. Change the Game: Get More from Marketing Subhendu Pattnaik Subhendu@DigitalBlabber.com www.ChangeTheGame.in Subhendu@DigitalBlabber.com
- 17. Does not matter if you are Small. What Matters is you Stand as a Business. Standing Tall is just a Matter of Time. www.ChangeTheGame.in Subhendu@DigitalBlabber.com