Digital Marketing

The next level of Marketing 4.0

Session 4: Digital Marketing: Strategy Development : Part B: Prof. Krishanu Datta

 Case discussion CD
Essential Readings:
Pre-Read PR

Problem based learning PBL 1. Bhatia, P. S. (2019). Fundamentals of Digital Marketing :

2nd Edition. Pearson India Educational Services Pvt. Ltd
(Henceforth referred to as (FDM)
Quiz Q

Role play RP

Poll P Reference Readings:

Elevator Pitch (60 sec) EP

1. Digital Marketing: An Integrated Approach (2019). StarEdu
Industry interactions II (Henceforth referred to as DM)
2. Maity, M. (2017). Internet Marketing. Oxford University
Press
Short project SP 3. Gupta S. (2018). Digital Marketing. McGraw Hill Education
(India) Private Limited.
4. Dodson, I (2017). The art of Digital Marketing. Wiley
Final project FP
Session 3: Digital Marketing: Strategy Development : Part A: Prof. Krishanu Datta
 Q CD
Let’s refresh the previous session:

Student 1: ASCOR Model: External Analysis: Macro-Micro Environment?

Student 2: ASCOR Model: Internal Analysis: Offering Mix ?

Student 3: Extended 4 P’s of Digital Marketing

Student 4: Core competence Vs Competitive Advantage?

Session 3: Digital Marketing: Strategy Development : Part A: Prof. Krishanu Datta

ASCOR : Problem Based Learning PBL: Digital Payments

Digital Payment Industry in India.

Indiaʼs Digital Payments Journey: PBL Task:

You are the ‘Digital Marketing Executive at Pine
An Overview Of This Decade, 2020 And Beyond Labs https://www.pinelabs.com
a leading merchant platform & POS Payment
Solutions at (Physical) Merchant Store Industry
The last ten years for the payments industry in India have been vibrant,
(not the mobile payment apps).
disruptive and innovative. We have witnessed a phase where the
government, regulator, banks, service providers and even consumers Key Objective:
encouraged and adopted digital payments at a pace never seen before. To assess the latest trends across a specific
The transformative journey of banks and other players offering traditional market or industry for single or multiple product
services in brick and mortar-like retailers to embracing a mobile-first categories by researching global as well as
approach has been spectacular. The usage of cards, UPI and digital Indian websites and reports.
wallets, as well as other payment channels, has skyrocketed and the External:
overall acceptance infrastructure is on the rise…. • Macro-Micro Analysis: (R: 1- 10)
• Market Situation Analysis: (R:11- 20)

Internal Analysis:
Location: MSTeams/Files/ClassNotes/DM-Session3 • Offering Mix: (R: 21 - 30)
PR File Name:
Session 3-DM-PBL-India s Digital Payments Journey-
• Marketing Mix: (R: 31- 40)
• Resources Mix
An Overview Of This Decade 2020 And Beyond.PDF
• Competencies Mix
Digital Marketing Strategy Development: Part B
 Walk-through: Session 4

Types of digital marketing objectives

STP 2.0 : Segmentation 2.0

STP: 2.0: Targeting 2.0

STP: 2.0: Positioning 2.0

Problem Based Learning (PBL): Pine Labs (Creating Merchant Personas)

Session 3: Digital Marketing: Strategy Development : Part A: Prof. Krishanu Datta

ASCOR : Digital Marketing Framework (DMF)
Digital marketing objectives development
Types of digital marketing objectives
Digital Presence Analysis:
External and internal analysis conducted support a
company with all the necessary data points towards
developing the right digital marketing objectives to
serve the business needs and goals of the firm.
Customer Development Strategy (STP 2.0)

Internal Analysis: Digital Marketing

Marketing Mix: STP Marketing Mix: STP 2.0

1. Segmentation • Segmentation 2.0

• Demographic • Data Segmentation Matrix
• Psychographic
• Behavioural
• Targeting 2.0
2. Targeting • Clustering & persona creation
• Selection of specific segment/s
• Focused POD & targeting strategy

• Positioning 2.0
3. Positioning • Positioning across consumer funnel scenarios
• TA’s perception of the products
key benefit’s & features, wrt
competition
 STP 2.0

Segmentation 2.0 1. Identified key customer segments

2. Developed personas to target
3. Develop messages & actions

Traditional:
Retail store & CRM data analytics of <FitBit>

External:
Secondary report of growing fitness segment in India

Data from brand’s Owned Media:

Website Analytics of <FitBit> on Amazon

Data from brand’s Earned Media:

E-commerce transaction data of <FitBit> on Amazon
 STP 2.0

Targeting 2.0 1. Identified key customer segments

2. Developed personas to target
3. Develop messages & actions

Process or research steps to develop

consumer personas:
1. Target segment identification

2. Understand values, behaviour & interests

3. Research website analytics, keywords, social

4. Qualitative data-audience interviews / FGD’s

 STP 2.0

Targeting 2.0 1. Identified key customer segments

2. Developed personas to target
3. Develop messages & actions

Consumer personas format:

1. Naming the persona

2. Develop the persona

• Demographic
• Goals & challenges
• Type of product preferences /desire
• A day in the life
• Online media & content preferences

3. Refining the persona

 STP 2.0

Targeting 2.0 1. Identified key customer segments

2. Developed personas to target
3. Develop messages & actions
 STP 2.0

Targeting 2.0 1. Identified key customer segments

2. Developed personas to target
3. Develop messages & actions
 STP 2.0

Positioning 2.0 1. Identified key customer segments

2. Developed personas to target
3. Develop messages & actions
Positioning 2.0

Intent: In the first stage of the funnel, a typical example could be:

CUSTOMER JOURNEY — Customer has heard of a brand a lot and has visited the site for the first time
by searching Google with a specific set of keywords. There is no specific need which the customer
intends to fulfill at present.

PERSONA CREATION—A persona by the name ‘Curious Customer’ is developed for this segment of
new consumers enquiring about the brand with no specific intention to buy on their first visit to the
brand site.

POSITIONING—Marketer’s task is to make the experience of a prospect’s first landing on the firm’s
website an impactful and experiential one where he/she gets to take away a positive opinion of the
brand and its imagery.
Positioning 2.0

Awareness: Typical example includes:

CUSTOMER JOURNEY—Customer has interacted with the brand and looked through two–three key
pages of the website, identified brand’s social media page, discovered and read a couple of articles on
its blog. There is passive interest shown by customer which points to a possibility of converting it into a
lead.

PERSONA CREATION—A persona by the name ‘Passive Prospect’ is developed for this segment of
new consumers who have shown more than just intent to touch-base with the brand, though still at a
passive level.

POSITIONING—A marketer would want to make sure that the design, layout, first-touch content on the
site, blogs, social channels is developed in a way that positively showcases the core attributes and
brand values. Positioning here should focus on more emotional aspects to develop consumer connect.
Positioning 2.0

Interest: To cite an example:

CUSTOMER JOURNEY—Customer shows active interest in the brand and has a definite need which
he/she wants to fulfill, hence, spends considerable time on the brand site, performs searches, views
demos, fills enquiry forms, etc.

PERSONA CREATION—A persona by the name ‘Active Lead’ is developed for this segment of
new/returning consumers who like the brand and are close to the conversion stage, provided their
clarifications have been well addressed.

POSITIONING—With a prolonged sales cycle for consumers at this stage, marketers need to position
their messages in an informative manner and focus on functional aspects so that consumers know the
value of the brand.
Positioning 2.0

Action: An example of this stage:

CUSTOMER JOURNEY—Customer has conducted all the necessary research and comparison with
competitors and is completely sure that he/she wants to buy a product from the marketer.

PERSONA CREATION—A persona by the name ‘Last Mile Purchaser’ is developed for this segment of
new/returning consumer whose main objective is the ease with which he/she can conduct transactions
most efficiently.

POSITIONING—Marketer’s task is to optimize the site heavily around not just getting the new visitor to
place an order, but also increasing the average order size of the returning customer by reinstating post-
purchase benefits.
Positioning 2.0

Follow: A typical example would be:

CUSTOMER JOURNEY—Customer has become a strong supporter of the brand or has fallen out to
another competitor. The needs of both kind of groups are completely opposite and need to be devised
accordingly.

PERSONA CREATION—A persona by the name ‘Brand Loyalist’ or ‘Brand Estranged’ can be
developed for these two distinct segments. The interaction objectives of the estranged group would
have to be re-assessed.

POSITIONING—Marketer’s task is to make stronger post-purchase connection with loyalists to further

develop them as brand referees and for those who have fallen out, they need to devise a completely
new positioning strategy.
Customer Development Strategy (STP 2.0)
Promotional channels across key marketing funnel stages
Annexure
ASCOR : Digital Marketing Framework (DMF)
ASCOR : DMF: Assessment Phase

External:
• Macro-Micro environment
• Market situation analysis

Internal Analysis:
• Offering Mix
• Marketing Mix
• Resources Mix
• Competencies Mix
ASCOR : DMF: Assessment Phase: External

External Analysis:
Macro-Micro environment

• Macro (PEST)
• Political
• Economic
• Socio-cultural
• Technological
• Micro
• Suppliers
• Partners
• Intermediaries
• Customers
ASCOR : DMF: Assessment Phase: External

External Analysis:
Market situation analysis

• Industry analysis
• Market segment
• Opportunity

• Competition analysis
• Category
• Brand audit
ASCOR : DMF: Assessment Phase: Internal

Internal Analysis:
• Offering Mix: D-SWOT

• Marketing Mix: 8P’s & STP

• Resources Mix: VRIN

• Competencies Mix: Capabilities

ASCOR : DMF: Assessment Phase: Internal
Internal Analysis:
1 - Offering Mix:

Internal Analysis:
1 - Offering Mix: D-SWOT

Include only those traditional elements,

actually are a strength in online space.
ASCOR : DMF: Assessment Phase: Internal
Internal Analysis:
2 - Marketing Mix: 8P’s

1. Product

2. Price Internal Analysis:

2 - Marketing Mix:
3. Place
Include only those
4. Promotion traditional elements,
actually are a strength in
online space.
5. People
• 8P’s
6. Process
• STP
7. Programs

8. Performance
ASCOR : DMF: Assessment Phase: Internal

Internal Analysis:
2 - Marketing Mix: STP

1. Segmentation
• Demographic Internal Analysis:
• Psychographic 2 - Marketing Mix:
• Behavioural
Link between the overall
2. Targeting market & how the
• Selection of specific segment/s company chooses to
• Focused POD & targeting strategy compete in the market.

3. Positioning • 8P’s
• TA’s perception of the products key
benefit’s & features, wrt competition • STP
ASCOR : DMF: Assessment Phase: Internal
Internal Analysis:
3 - Resources

1. Input-driven resources: materials, energy, natural resources

2. Economic resources: land, capital, infrastructure Internal Analysis:

3 - Resources
3. Human resources: employees, contractors, third parties A source of supply from
which benefit is derived or
4. Technology resources: information, communication, storage systems produced.

5. Intellectual resources: brand capital, intellectual property patents &

trademarks

6. Partner/intermediary resources: resources which can be leveraged with

the support of strong partners, specific associations/alliances, and tie-
ups with key intermediary firms
ASCOR : DMF: Assessment Phase: Internal
Internal Analysis:
4 - Core Competencies Analysis

Competitive advantage Vs Core competence.

CA: Occurs when an Org. acquires or develops an attribute/s that allows it to Internal Analysis:
outperform its competition. 4 - Competencies

Resources:
CC: A bundle of skills that enable an Org. to provide particular benefits to Stock of available factors,
customers. It’s not a product or service by itself. (A portfolio of competencies, owned or controlled by the
shared between multiple SBU’s of the Org.) org.

3 tests to identify ‘Core Competencies of a Org’ Capabilities:

Org’s capacity to deploy
resources.
1. Relevance

2. Difficulty in imitation

3. Breadth of application
ASCOR : Problem Based Learning PBL: Digital Payments

Digital Payment Industry in India.

Indiaʼs Digital Payments Journey: PBL Task:

You are the ‘Digital Marketing Executive at Pine
An Overview Of This Decade, 2020 And Beyond Labs https://www.pinelabs.com
a leading merchant platform & POS Payment
Solutions at (Physical) Merchant Store Industry
The last ten years for the payments industry in India have been vibrant,
(not the mobile payment apps).
disruptive and innovative. We have witnessed a phase where the
government, regulator, banks, service providers and even consumers Key Objective:
encouraged and adopted digital payments at a pace never seen before. To assess the latest trends across a specific
The transformative journey of banks and other players offering traditional market or industry for single or multiple product
services in brick and mortar-like retailers to embracing a mobile-first categories by researching global as well as
approach has been spectacular. The usage of cards, UPI and digital Indian websites and reports.
wallets, as well as other payment channels, has skyrocketed and the External:
overall acceptance infrastructure is on the rise…. • Macro-Micro Analysis: (R: 1- 10)
• Market Situation Analysis: (R:11- 20)

Internal Analysis:
Location: MSTeams/Files/ClassNotes/DM-Session3 • Offering Mix: (R: 21 - 30)
PR File Name:
Session 3-DM-PBL-India s Digital Payments Journey-
• Marketing Mix: (R: 31- 40)
• Resources Mix
An Overview Of This Decade 2020 And Beyond.PDF
• Competencies Mix
Source: Lovemarks. Kevin Roberts
 Power of Customer Connectivity & Advocacy PBL
in the New Customer Journey

Aware Appeal Ask Act Advocate

Behavior • Past Experience • Process the • Research for • Decide to buy, • Beyond loyalty &
• Advocacy messages & more info. from purchase repurchase -
• Marketing register in F&F, media or process advocacy
Communications STM/LTM the brand

• Learn from others • Become • Call friends for • Buy online or in • Recommend the
Touchpoints • Recall Ads attracted to advise store brand to others
• Past experience brands • Search, Reviews • First time user • Continue using it
• Make a • Compare price • Experience / Repurchase
consideration • Try out at store service
set

• I know • I Like • I’m Convinced • I’m Buying • I recommend

Impression

Source: Marketing 4.0 - Moving from traditional to digital

Session 3: Digital Marketing: Strategy Development : Part A: Prof. Krishanu Datta
 Consumer decision process (CDP)

Passive influence thro. Active influence thro.

Consumer does not have control & is unsolicited Actively seeking information while evaluation

1. Higher potential for profiling 1. Social communities

1. Developing consumer personas 1. Expert information

1. Gather unsolicited feedback 1. Product customisation

2. Real-time peer/ expert influence 2. Data driven promotions

3. Use online data to target offline customers

Source: Marketing 4.0 - Moving from traditional to digital

 Prof. Krishanu Datta
Digital Marketing
MS Teams: [email protected]

________

Krishanu Datta
CEO & Ideas Partner at Communifix Communication Pvt. Ltd.
Brand Strategy I Creative I Digital Marketing I Content I Films & Videos