23. Females
25+ years
NCCS AB
Maharashrta
Digital Persona
+ Puja married with 2 sons
+ is cooking chicken kadai for lunch
+ has planned a Sunday parivar khana
+ cooking guru amongst her family
+ shopping right now for chicken masala
+ extended family in Gorakhpur & Varanasi
24. OMG!
Digital is so SIMPLE!
a Success, not a experiment
a Integration, not a stand alone
a Must, not a choice
a Person, not a crowd
a Learning, not a constant
a Extension, not a conflict
27. We need to spend more on
digital media.
Where do I find digital
talent for my company?
There is yet another 100mn+
digital platform!
What does ML, AI, VR, AR
mean for me?
How I wish I had known this
solution was available!
How do I build a sustainable
commerce business?
Should I be present on
every a digital platform?
How do I build world class
digital assets?
There is just so much data
that I am lost!
How do I have a structure to
amplfy my digital successes ?
How can I automate all digital
processes and systems?
Where should digital fit in
my business P&L?
What should be the role of
digital for my brand?
Who are the external
partners critical to me?
How can I bring my global
best practices to India?
Everyone knows more
about digital than me!
How do I convince my
leadership on digital ?
Should I build my own
D2C business?
How do I measure the
ROI on digital ?
Does digital even work for
businesses?
How do I get a continuing
learning program on digital?
How can I be on top of
startups ecosystem?
How can I integrate the
digital silos in my org?
CODING THE MARKETERS DILEMNA
Is it better to in-house my
digital practice?
29. Generate Consumer Portraits
to decipher barometer of digital
influence for your business
Develop a Business Strategy that
integrates the digital agenda into
your overall business plan
Build a continuous Learning
Program to skill your teams on
the evolving digital landscape
Create customized Digital Real-
estate to optimise your digital
agenda
Forge a pertinent Commerce
Model that builds a scaleable
online business
Build a Data Management
Platform to collect and manage
your multiple data pipes
Construct a Measurement
Framework to weigh ROI of
digital for your business
Use Machine Learning to
improve business processes and
decision making
Develop a Warehouse to test
and adopt incubators that can
drive your business
Scale the Success Axioms to
boost the digital footprint of
your ads business
THE TEN A’S FOR MARKETERS
MARKETING
ADVERTISING
AMPLIFICATION
ADOPTION
AUTOMATION
ATTRIBUTION
ANALYTICS
AUDIENCES
ASSETS
ACCESS
APPROACH
ABILITY
01
30. THE A&C DIGITAL
REGISTRY
A Network of Specialism Partners geared to deliver each of the 10 A’s
Best in Class, Technology & Data at its Core, Unique Solutions, Resilience
Marketer’s choice to work with the A&C Registry or with their own partners
02
31. & MANAGE
& TRACK
& IDENTIFY
DESIGN
Dedicated A&C Digital Maestro who ensures
end to end Delivery Of The Digital Blueprint
An in house 24x7 senior A&C PM who functions as an extension of
your team to ensure continuing success and upgrade of the Blueprint
Use A&C to do structured reviews to ensure the Blueprint is on track and
to address any gaps to drive your digital future
Firm top of line Experts from the A&C Partner Registry who can address
one or all of the 10 A’s as required for implementing the Blueprint
A Prototype that gears your business for a ready to implement
digital journey at scale covering the 10 A’s
Conduct periodic Reviews to track
partner delivery on the Digital Blueprint
On board Partners to action the
Digital Blueprint
Customized and personalized Digital
Blueprint tailored to drive your business
AUDIENCES ASSETS ACCESSAPPROACH ABILITY
AMPLIFICATIONADOPTIONAUTOMATIONATTRIBUTIONANALYTICS
THE A&C SERVICE ARCHETYPES
04
03
02
01
Notas do Editor
Hello everybody – Arumugam & Consultants – who has heard of it – hands up - haha – even I had not since it was formed only 3 weeks ago. So quickly, yes I worked with google and hotstar – and quit org life nd Dec to venture on my own. Am I so pompous to name a company after mw – not really – we r 2 daughter …build something that lasts beyond – so pompous to name it to make my ddad name live longer. What does A&C do – help marketers achieve their digital agenda – depending on which industry we willt ailor and shape the future
The topic tht I have ben given. - decoding the digital chaos – and there are 2 types of chaos that happens
External with the google fb tiktok of the world and internal within ur org –to be honest the internal chaos is probably more maddening than the external chaos.
Sequels 2. - decoding the external chaos and coding the internal chaos
Let us look at the first one
Maddening world huh – complex makes u want to climb the wall
That was me a few years back too – came form an offline world. Enteredt google – did not understand anything – most times like my dog just wanted to crawl into bed and not wake up – but then I said I am bette rthan this – I can conquer and dcode this chaos
I realise digital is actually really simple if u want to make it so
So let us see how simple digital is
Digital is no different from offline media – u use digital like an extension of how u consume tv or newspaper or magazines or shop - ;et us lokk at it
U se. a remote , today u use ur mobile as a remote with apps
TV ad happens in a programme – so does internet ads – happens before and during except it is called a mid or pre roll
News paper ad, u go to a toi app or a hindu app – and see an ad too – it is called display in digital
U go to a petti kadai or a store and see pos there, on digital u see this ads when u r shopping on amazon n fK ? So digital is just an extension of the behavious and opps in offline. 2 truth ot fact – and as u remove the digital jargons u will realise the behavior is just a replica of offline
Second way it is simple
Digital works – I constantly hear clients say I am experimenting – and all I tell them is that dude the world had moved
Digital esperiment try and let us see –- un fprtunatelty for a lot of clients it is not – and if u still esperimenting u r in trouble as
25000 crores – 15-20% as being spent, already 750K , and every ad learning with over a mn results. The days for experimenting is over
Don’t experiment, use
Third fact is that unlike TV and Press – digital is a learning – google – learn and master – sunset – it is fine to not know
Google YT FB insta linkedin tiktok programmatic – it will keep changing
So if it is a success and if it will keep changing , what can we do with the external chaos
Use it. - make it a must for every brand and campaign
Godrej example – 10% must – 25%
Males, youth, Urban, Metros, cricket, reality shows – yes
Diigtal – remember it is a part of the whole
The scale of digital – no nos but need to ---
- Enjouy digital – it tells u things u never would have known Digital allows u to do what mass media cant – it addresses u as a person – Shankar target then digital allows me
On tv u are limited by what ratings let u, but digital u can fly – eg : shakti masala
Eg : TV can only do this – and here is what e dan know – be on digital as micro as u need for business
