branding in the digital age finaldraft
TRANSCRIPT
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Branding in the Digital Age
Hitesh Malhotra
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Agenda
Summary of the Case Traditional Marketing: Where it fails today? Digital Marketing : What works today? Consumer Experience Plan New Roles of Marketing
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Quick Summary of the Case Consumers before the Digital Age
Consumers Today
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Consumer Decision Journey
Traditional
New
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Where Branding Fails: GM
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Current Situation
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Marketing Spends – GM and Toyota
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Media Mix - GM
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Just an interface to choose cards
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Nature Theme-Green. The campaign involved people to work towards environment and be a part of ‘ The Change’.
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Friends
AdvertisingStore display
Branding in the Digital Age: Apple
Consider
Evaluate
EnjoyAdvocate
Bond
BUY
The Loyalty Loop
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Apple website:- Technical specificationReview websitesApple store: Try + speaker sessions
Branding in the Digital Age: Apple
Consider
Evaluate
EnjoyAdvocate
Bond
BUY
The Loyalty Loop
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Shopping experience: Apple store & online storeCustomer supportAesthetics
Branding in the Digital Age: Apple
Consider
Evaluate
EnjoyAdvocate
Bond
BUY
The Loyalty Loop
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Consider
Evaluate
EnjoyAdvocate
Bond
BUY
The Loyalty Loop
Applications: ITunes, AppstoreAccessoriesCRM – Apple care - Genius BarUniqueness & Brand attribute
Branding in the Digital Age: Apple
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Consumers: What they do
Consider
Evaluate
Enjoy-Bond- Advocate
Buy
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Consumers: What they seeInconsistent Brand Image
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Consumers: What they say
Brand ( Only if)
Social Experiences Promotions
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Consumer Experience Plan
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New Roles of Marketing
Customer Experienc
e Plan
MarketingCommunication
s
Orchestrator
Market place Intelligence
Leader
Orchestrator
Publisher &
Content Supply Chain
Management
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Hope this is helpful!!
T h a n k y o u