Marketing

The Shifting Paradigm

Ayub Ghauri
SVP & Head of Global Marketing
NetSol Technologies
Agenda
Marketing through the Ages
Marketing in the Present
Marketing at NetSol
Marketing Definition
MARKETING THROUGH THE AGES
Initially people use to live in small
groups spread across the world
Each group was a market
in itself, disconnected from
the rest, it had its own set
of small marketers
The only source of information were the chit
chats they use to share at town squares and the
only way anyone would hear about a product
was from their friends and family
Word-of-mouth was the most credible and
influencing source of information
You must
check out the
new stuff at
shop no. 11
This is good
stuff, I must
buy this!
Shop
11
The Problem was
word-of-mouth wouldnt spread far and wide
As a result, no marketer could become big
enough to benefit from economies of scale
and the market wasnt truly competitive
and then.
Things Changed.
People started living in bigger groups
closer to each other
They found innovative ways to
communicate
Marketing innovation used in Pakistan in early days
Radio, Television and newspaper came
These mediums have been specifically designed to reach
a large audience
Since 1920, Radio has been used commercially
Marketing Message started travelling on Sound Waves
National and global marketers emerged
and mass marketing was born as the same
marketers could now talk to consumers
from different groups
Markets became truly competitive and a lot of effort
had to be put in on marketing to create a
differentiated brand
eggs
organic, fat
free, low
calorie, high
protein, bigger, tast
ier eggs!
eggs
eggs
As the time passed
So called
Market Intelligence
was born
and then.
..things changed again
word-of-mouth spreading far and wide
What is happening now
MARKETING AT PRESENT
Multibillion dollar
marketers, if not
liked, were thrown
down by consumers
overnight.
Good marketers were
getting over night
popularity with spending
least amount of
marketing money.
For the first time smaller-mouse-sized marketers
became big enough to make the otherwise
bigger ones dance to their tunes
Marketing and business was
changing forever and some
marketers were fast at reaching
new heights
The Shifting Paradigm
Why the
Paradigm
shift?
Communication has become
scientific, virtually free and accessible
People get more information about
products from companies, third party
reviews and other users
Customer Profiling led to change of
focus from product centric to
customer centric
1970s
Coke Studio on Twitter
Coke Studio on Web Blogs
Coke Studio on YouTube
Video Views: 10,743,635
Subscribers: 11,313
Coke Studio on Facebook
Fans: 337,321
Main Point
Has there been a
paradigm shift in
thinking?
No
The only shift
is how the
information is
shared &
communicated
Word of Mouth is still there
Branding still means a lot
Relationships still need to be flourished
Supply Chain Management is still required
Marketing Choices
e Channels
Social Media
Website /
SEO
Corporate
Blogs
Events
Relationship
Driven
Printed
Media
Conventional
Common mistaken beliefs of modern Marketing
Online world is the real world We'll stick to the real world!
It does affect you, but it affects different businesses in different ways and
at different speeds.
It doesn't affect us
Why cant it be both online and offline
The challenge is to identify what works for you.
It's either / or!
Let the IT department do what it does best i.e. help you deliver Leave it to the IT Department
Numbers dont mean a lot
Social Media Marketing needs to be targeted, relevant and value adding
He who shouts loudest gets
heard
Social media provides fantastic opportunities to spot trends, highlight
issues and tap into whats going on
It's just about attracting
customers
The fundamental principles of marketing haven't changed.
'finding, attracting and keeping the customers
The 'old rules' don't count any
more
Factory
Existing
Products/Services
Selling &
Promoting
Profits through
sales volume
Starting Point Focus Means Ends
Well defined market Customer needs Integrated marketing
Profits through
customer satisfaction
MARKETING AT NETSOL
About Us
1996 - Founded
1996 - Major Offshore Contract Mercedes-Benz
2006 - Achievement CMMI Level 5
2006 - Acquisition McCue Systems (US)
1998 - IPO 1999 - NASDAQ
2007 APICTA Award Best Financial Application
2005 - Acquisition CQ Systems (UK)
2008 2009 Major Wins Globally
Challenges for NetSol
Department Challenges
No concept of a holistic, functioning Marketing department
Marketing was supposed to provide designing and copywriting
No policy to align sales & marketing activities
Selling was primarily based on:
Relationships
Software Quality
Industry Challenges
No Tangible product
Niche Market
Website
Facebook
Twitter
Blog
SEO
Newsflash
Investor
Relations
Business News
Market News
Products
Whitepapers
Employees
Events
Alliances
Board of Directors
Management Team
Accounts
CSR
Google
NetSol Global Marketing
Standardization of processes
Event Takeaways, Templates for Presentations, Case Studies
Image Building
Creating awareness through electronic-media, events etc
CRM / Profiling
Customers relationships are most important
Need to satisfy customers to get more referrals
Integrated Marketing
Using all the available channels to convey the same coherent message
Channel Utilization by NetSol
Electronic
SEO
SEM
Social Media
E-Newsletters
Events & Affiliations
Channel Utilization by NetSol
44.22%
5.60%
3.25%
Bounce Rate*
*Bounce rate: Bounce rate is
the percentage of single-page
visits or visits in which the
person left your site from the
entrance (landing) page
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
Pages / Visit
0
5,000
10,000
15,000
20,000
25,000
Page Views
December 2009 July 2010 September 2010
Number of Pages Indexed
62 from 64 97%
Dec 2009: 4 from 200+ pages 2%
Channel Utilization by NetSol
Corporate Blog
www.netsoltech.com/blog
Twitter
www.twitter.com/netsoltech
Facebook
NetSol page created on April 2010
Fans in July: 195
Fans in Sept: 244
Wikipedia
Wikipedia page for NetSol created on March 2010
A breakthrough achievement
Channel Utilization by NetSol
Email Campaigns
Newsflashes
May, June, August, September Issues
Event Invitations & Announcements
Events & Affiliations
NetSol has supported and organized events all across the globe:
Industry Events
Own Events
Using local associations partnerships
Thank You
NetSol Technologies
Inform
Inspire
Excite