Digital and New Media Consultancy Services

1. Digital and New Media
Consultancy Services
Mahesh Patwardhan
Digital and New Media Consultant
Brand
Strategy
Digital
Design Brand Technology
Services Services
Strategy
Consulting
Online
Marketing
Services

2. Service Objectives
Internet Brand • Develop complete digital brand strategy for client to help
achieve business objectives
Strategy • Develop complete digital marketing plan for client
Web Design and • Design of online Brand – website, information architecture,
logos, communities, applications etc.
Development
Advanced Web • Build and deploy internet applications to achieve business
Applications objectives and to collaborate efficiently with business
partners

3. Service Positioning
Internal Teams Internet Strategies Clients
Consulting
And Partners • Existing Clients
• Design Team • Service Delivery to • New Clients
• Development client • Domestic
Partner
• Project Management • Overseas
• Research Partner
of Development and
• Media Partner Deployment by
Internal Teams and
Partners

4. Service Delivery Approach
Requirements,
Analysis, Strategy, • Internet Strategy Consulting
Planning,
Recommendations
• Design Team
Design, Development,
Deployment • Research Partners
• Software Partners
• Internet Strategy Consulting
Project Management

5. Relationships
Partners Internet Consulting Client
• Research • Brand • Strategy
• Development Strategy Consultancy
• Media • Design and • Audit
Planning Development • Implementati
• Project on
Management

6. Project Management
Development
Partner
Research Design
Partner Partner
Digital and
New Media
Consulting

7. Digital and New Media Consulting
Services
Digital and Web Design Advanced
New Media and Web
Strategy Development Applications

8. Research
An audit of digital presence An audit of conversations
Brand Conversation Audits
Digital Audit
versus select competition, on the web around your
Identifying and analysing brand (or subject/ industry)
points of presence in different vectors,
including perception and
A detailed audit of website tone
(content, structure,
interface) Insights gathered existing
feedback, and in-depth
Traffic analysis analysis of gaps we need to
Overall messaging and key fill through dialogue and
messages engagement.
Customer feedback
Gap analysis.

9. Digital and New Media Strategy Framework
Defining Participant Print and Goals
People Profiles Company Objectives
Creating the Digital Platform
Platform Proposition Channel Mix Creative Concept Content Outline
Generating Awareness and Influence
Channel Unification
Messaging and Viral Plan Digital Awareness Plan Digital Influence Plan
Plan
Data, Analytics and Optimization
Data Plan Analytics Plan Optimization Plan

10. Defining Participant Print and Goals
General
Profile
• Digital Usage
Participant Digital
Habits
• Content
Print Profile
Consumption
Preferences
Individual
Profiles

11. Defining Participant Print and Goals
Customer
Acquisition/R
egistration
Brand
Sales
Exposure
Product
Activation Knowledge/
Education
Goals
Customer
New Product
Insights and
Introductions
Feedback
Company
Enhanced
PR Coverage
Customer
and
Service
Influence Detailed
Participant
Database

12. Digital Platform
The Platform Proposition
Platform Proposition Platform Proposition
Development Statement
• Competitive
Differentiation
• Contextual Relevance
• Personalization
• Transactional Role
• Where Technology Fits
in
• Market Application

13. Digital Platform
The Channels
Channel Mix Channel Mix Plan
• Channel Insights • Channel Type
• Channel Data • Purpose in the
• Participant Customer Cycle
Journey • Metrics
• Channel Metrics

14. Digital Platform
Content Outline
Company Provided Consumer Created
• Key Content • Content Type
• Purpose/Participant • Tools
Benefit • Prompts and
• Dynamic or Promotions
Static/Frequency • Linkage to Platform
• Sources of Content Proposition

15. Digital Platform
• Define the right
Channel channels to deliver
Mix the proposition
• Setting the right
tone, look and feel
Creative to bring the
Concept proposition to life
Platform
Proposition
Content • Content created
Outline – should validate the
Company platform
Provided
Content • consumers as creators
Outline – and participants
Consumer around the subject
Created matter defined in the
propostion

16. Awareness and Influence
Messaging Plan Viral Plan
• Segment • Content/Format
• Purpose • Purpose/Function
• Content • Viral Prompt
• Frequency

17. Awareness and Influence
Digital Awareness Digital Influence
Plan Plan
• Type • Influence
• Site or Digital Channel/Audience
Channel • Content
• Role • Frequency
• Key Metric(s)

18. Awareness and Influence
Channel Unification Plan
•Physical –Digital Channels Integration
•Content Integration
•Digital Unification

19. Data, Analytics and Optimization
Data Plan Analytics Optimization
• Data Types • KPIs linked to • SEO
• Creating a Plan Goals • SEM (Paid
• Data Plan • Measures Placement
• Analytics Optimization)
• Behavioral
Targeting
• Site Optimizations
• Campaign
Performance
Optimization

20. Digital Brand Strategy Services
• Market Research on Competition, Current Brand
Visibility and Opportunities for branding using
Research digital channels
• Digital Audit and Brand Conversation Audits
• Online Marketing Channels
Online Marketing
• Media Partners
Strategy • Corporate Websites
• Tools
Brand Marketing
• Methodology
Strategy using Social • Implementation
Media • Monitoring

21. Digital Channels
• The Web
• Internet Media: Display, Search, Affiliates and
Sponsorships
• Email and Viral Marketing
• Mobile Platforms
• Games
• User Generated Content
• Digital Signage
• IPTV

22. Social Media
Need assessment and Engage key audience Created for the
Social Media Strategy
Digital Footprints
Social Media Outreach
gauge the environment and build sustained audience to engage
Development of social two-way associations with the brand
media plan (POST) between the consumer Creation of blogs
and the brand
Engagement in Touch-points &
outreach communities on social
Monitoring results, Objective: To lead to networking sites,
through a powerful word-of- widgets
measurement matrix. mouth, Consumer Applications on web,
evangelists for the social networks or the
brand and Co-creation mobile.
of products

23. Web Design and Development Service
Website Concept and • Concept development, design strategy, user experience
Design Strategy
Web Design • Complete design of website
Corporate Website • Development of the corporate website
development
• Development of user communities, online
Communities communication channels, forums, social networking
tools etc.

24. Advanced Web Applications
Enterprise Portal • Requirements, design, develop and deploy Enterprise
Portals, Intranet/KM Portal, Content Management
Development Systems
Web based Business • Requirements, design, develop and deploy business
solutions like Business Intelligence, Operational
Applications Reporting, Web Analytics
• Design, develop and deploy ecommerce solution
Ecommerce Systems including catalog, shopping cart, payment, order
management, vendor management etc.
Legacy Application • Identify requirement for Integration with ERP, CRM,
Integration Legacy Applications etc., design, develop and deploy
integrated custom solution

25. Integrated Solution
• Development of Brand Strategy
Digital Brand • Online Presence Audit
Strategy • Social Media Outreach
• Brand Websites / Microsites
Website Design • Ecommerce Sites / Customer Service Sites
and Development • Social Media Development
Engagement, • Engagement Model
Support and • Maintainenance
• Analytics
Maintenance

26. Analytics and Optimization
Analytics Optimizations
• KPIs linked to Goals • SEO
• Measures • SEM (Paid Placement
• Analytics Optimization)
• Behavioral Targeting
• Site Optimizations
• Campaign Performance
Optimization

27. Branding Process Methodology
• Review existing marketing materials , Evaluate business drivers and identify target markets, Target
Review audience profiles
• Research the market, Evaluate competitors' positioning, Identify Corporate Objectives
Research
• Identify channels for marketing, Identify platforms and technology for deployment
Strategy
• Develop applications, Deploy applications
Deploy
• Train personnel in use of tools for monitoring, Provide maintenance as per contract
Monitor

28. Project Delivery Methodology
• Gather and Analyse requirements
Requirement
Analysis
• Functional Design of application
Functional
Design
• Development of application
Development
• Deployment of application
Deployment
• Maintenance and Support of application
Maintain

29. Thank You
Digital
Brand
Strategy
Digital and
Web Desig and
Development
New Advanced
Web
n Services Media Applications
Consulting
Online
Marketing
Services