Maximizing Marketing Moment by Aditya Save

1. Aditya Save
maximising
the marketing moment
@adisave

2. @adisave
Disclaimer: Beware of the Bias
@adisave
• The brands I talk about in the cases & in the
examples are mostly from my set of mentee/
investee/admired companies. Hence, please expect
a biased pov !

3. @adisave
Some initial thoughts
• Aim of Business ! Larger Profit Pools
• Digital disrupts consumers .. & marketers
• Maximising a moment, requires pre-work
• Some Marketing basics, need a revisit !

4. @adisave
Marketing Model for a Digital World
Awareness
Intent
Relevance
Influence
Preference

5. @adisave
The Marketing Equation
Intent Relevance Influence Preference
Larger Profit
Pools

6. @adisave
Understand ‘Intent’
• Intent for brand or category
• Need Hierarchy
• Premium-isation opportunities
• Intent pips Demographics
• Focus on value delivery
• Shorter Plan-to-Behaviour cycles

7. @adisave
Relevance
• Intent-based Segmentation
• Which India is it built for
• Where did the consumer come from
• Your own ‘Big Data’

8. @adisave
Relevance conversions jump by 32%
Month Play store Conv
Feb ’16 28%
March ‘16 37%
ToFrom

9. @adisave
Influence
• “no one likes an also-ran”
• What is the consumer seeking
• Contribute on Social channels
• Content ‘access’ is key

10. @adisave
Influencing Content .. & Decisions
Booking
Appointments
Online
Payments
Appointment
Optimiser
Resource
Productivity
Management
Marketing &
Loyalty
Programme
Management
Inventory
Management
Customer
Experience
Staff Training
& Recruitment
Scale in a fragmented industry !

11. @adisave
Preference
• Aim for ‘Monopolistic Interest’
• Lead with differentiation
• Invest in ‘owned’ content
• Test Premium ‘willingness’

12. @adisave
In summary
• Digital offers opportunities, only if you are ready
• Data & Content make a great pair !
• Consumers will make irrational decisions, rationally !