The document discusses the history and evolution of digital branding and marketing. It outlines how digital media has grown significantly, with countries like the US and India having hundreds of millions of internet users. It also discusses challenges in the digital era like clutter and low attention spans. The document then provides examples of digital branding innovations from companies like Truecaller. It includes case studies of corporate, product, employer and personal branding campaigns on social media. Finally, it discusses how to measure the success of digital campaigns and considerations for the future of digital branding.

1. 'New Directions for Digital Branding and Marketing'
Anandan Pillai
Associate Director (Paid Media)
Performics.Resultrix
History, Evolution, Present & Future

2. What is Digital? What is Branding?
3/26/2017 2

3. Or is it?
+ + + + ???
3/26/2017 3

4. Branding
3/26/2017
4

5. 3/26/2017
5

6. 3/26/2017
6

7. 3/26/2017
7

8. 3/26/2017
8

9. Media Evolution
3/26/2017
9

10. Shift in Communication Paradigm
3/26/2017
10

11. 3/26/2017
11

12. 3/26/2017
12

13. 3/26/2017
13

14. Has Consumer Decision Journey Changed?
3/26/2017
14

15. Consumer Decision Journey (Traditional)
3/26/2017
15

16. 3/26/2017
16

17. Media Channels
Communication Pattern
Consumer Decision Journey
What All Has Evolved?
3/26/2017
17

18. Is Digital Really That Big?
3/26/2017
18

19. Countries With Highest Number of Internet Users (June’16)
Source: Statista.com
All numbers are in millions
3/26/2017
19

20. Internet Penetration & Growth Rate in India (2015 – 2021)
Source: Statista.com
36% Penetration as of 2017
Growing at a CAGR of 7-8%
3/26/2017
20

21. Challenges of Digital Era
Clutter Low Attention Span Low Organic Reach
How Do I Tackle These Challenges?
3/26/2017
21

22. Storytelling
Paid Media
3/26/2017
22

23. Media Spends Trend in India
All figures in Crores
Source: Dentsu, Exchange4Media Digital Report, 2017
All figures in Crores
3/26/2017
23

24. Future Trend of Digital Ad Spending In India
Source: emarketer3/26/2017
24

25. Digital Media Spends in India (2016)
All figures in Crores
Source: Dentsu, Exchange4Media Digital Report, 20173/26/2017
25

26. Digital Media Spend Pattern Across Industries (2016)
Source: Dentsu, Exchange4Media Digital Report, 20173/26/2017
26

27. Digital Ad Spending Trend in India
Source: Dentsu, Exchange4Media Digital Report, 2017
Display
Video
Social Media
Classifieds
Search
3/26/2017
27

28. 1995-1999
(Banner Ads,
Pop-Ups)
1999-2002
(Search
Engines)
2003 – (Social
Platforms)
2007 –
(Programmatic
Advertising)
2013 – AR & VR
Digital Branding Evolution
3/26/2017
28

29. Digital Branding Innovations
TrueCaller
Image Targeting
TV To Mobile
Keypad
Targeting
3/26/2017 29

30. Case Studies
Corporate
Branding
Product
Branding
Employer
Branding
Personal
Branding
3/26/2017
30

31. Corporate Branding (Siemens Video)
Facebook (285,833)
• 2.2 Mn Views
• 16k Reactions
• 1.5k Shares
• 150 Comments
YouTube (68,785)
• 230k Views
• 78 Likes
• 6 Dislikes
• 4 Comments
3/26/2017
31
Look for video in the next slide 

32. Product Branding
Facebook (1,576,177)
• 2 Mn Views
• 42k Reactions
• 4k Shares
• 531 Comments
YouTube (61,784)
• 790k Views
• 200 Likes
• 58 Dislikes
• 24 Comments
Facebook (2,297,813)
• 2.4 Mn Views
• 27k Reactions
• 2k Shares
• 268 Comments
YouTube (25,579)
• 2.86 Mn Views
• 113 Likes
• 38 Dislikes
• 5 Comments
3/26/2017
32
Lenovo
HP
Look for videos in the next few slides 

33. 3/26/2017
33

34. Employer Branding
3/26/2017
34

35. Personal Branding
3/26/2017 35

36. Brand Pyramid
Advocacy
Purchase
Consideration
Interest
Research Search + Display
Social Media ,
Classifieds
Search, Affiliates,
Email
Social Media
3/26/2017
36

37. Did We Succeed?
3/26/2017 37

38. How Do You Measure Success?
• Brand Lift Studies
• Consideration
• Purchase
• Message Recall
• Message Association
• Share of Voice
• Sentiment Analysis
• Advocacy Quotient
3/26/2017
38

39. How Should We Think In Future?
• Look for core brand message
• Explore the dynamic customer purchase journey
• Build a strong storyline
• Choose your digital channels wisely
• Exploit the ‘Connected Customer’
• Focus on ‘Meaningful Advocacy’
• Build a relevant ‘Attribution Model’
• Maintain a ‘relevant’ continuity
3/26/2017
39

40. anandanp22@gmail.com
anandan22
www.anandanpillai.com
3/26/2017 40