Digital Marketing

The next level of Marketing 4.0

Session 7: Digital Media: Planning Stages : 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
Graded Assignment #1
Short project SP

Problem based learning PBL

Elevator Pitch (60 sec) EP

ASCOR: PBL: Graded Assignment Short project SP

Digital Payment Industry in India.

PBL Task:
Indiaʼs Digital Payments Journey: You are the ‘Digital Marketing Executive at Pine
Labs https://www.pinelabs.com
An Overview Of This Decade, 2020 And Beyond 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 Key Objective:
government, regulator, banks, service providers and even consumers To assess the latest trends across the digital
encouraged and adopted digital payments at a pace never seen before. payment industry by researching Indian
The transformative journey of banks and other players offering traditional websites, reports & talking to different type of
services in brick and mortar-like retailers to embracing a mobile-first merchants.
approach has been spectacular. The usage of cards, UPI and digital
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:
• Offering Mix: (R: 21 - 30)
Location: MSTeams/Files/ClassNotes/DM-Session3 • Marketing Mix: (R: 31- 40)
Session 3-DM-PBL-India s Digital Payments Journey-An Overview Of This Decade • Resources Mix
2020 And Beyond.PDF • Competencies Mix
ASCOR: PBL: Graded Assignment Short project SP

PBL Task:
You are the ‘Digital Marketing Executive at Pine
Labs https://www.pinelabs.com
a leading merchant platform & POS Payment
Solutions at (Physical) Merchant Store Industry
(not the mobile payment apps).

Key Objective:
To assess the latest trends across the digital
payment industry by researching Indian
websites, reports & talking to different type of
merchants.

External:
• Macro-Micro Analysis: (R: 1- 10)
• Market Situation Analysis: (R:11- 20)

Internal Analysis:
• Offering Mix: (R: 21 - 30)
• Marketing Mix: (R: 31- 40)
• Resources Mix
Location: MSTeams/Files/Assignment/DM-Session4
DM-Session 4-PBL-Assignment-Brand Pine Labs.doc
• Competencies Mix
 Elevator Pitch (60 sec) /Student EP
Pitch Presentation

External:
• Macro-Micro Analysis: (R: 1- 10)
• Market Situation Analysis: (R:11- 20)

Internal Analysis:
• Offering Mix: (R: 21 - 30)
• Marketing Mix: (R: 31- 40)

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

 The Big Surprise ‘Quiz’ (Open Book) Q LIVE 15 min

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

Digital Media Planning Stages
 Walk-through: Session 7

4 key digital media planning stages

1. Determine media planning strategy

2. Design communication programs

3. Select channel mix

4. Allocate budget across channel mix

Next Session 8: (Pre-Read): CD: Thailand Tourism

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

ASCOR : Digital Marketing Framework (DMF)
Digital media planning
4 key digital media planning stages
A - Digital media planning: core elements

• 4 key elements to create specific

media plans
• Channels
• Affiliates
• Content creators
• Customers

• Affiliates: a partner network in the

same industry to obtain leads,
conversions at an agreed price.

• Customers:
• Customers or/& Influencers
• Paid for loyalty: discounts, freebies, points
 B – Design communications program
Message Content
(What to say?)
• Objective
• Target audience /personas
• Buying criteria
• Value proposition
• Feeling after exposed to
content
Message Structure
(How to say it logically?)
• Impact the audience:
cognitive, affective or
behavioral
• Brand voice
• Brand tone
• Message framing
• Order effects
• One-side Vs Two-sided msgs
Message Format
(How message will be shared?)
• Creative strategy & idea
• Storytelling/Narrative
• Use of images
• Use of words
• Use of audio
• Use of video
Message Source
(Who would say it?)
• Credibility
• Level of perceived expertise
• Personal motivations
• Trust factor
• Formal sources: Product
experts, Celebrity
• Informal sources: Family,
friends, peers, colleagues
C – Select channel mix
C – Select channel mix
D – Allocate budget across channel mix
Affordable method Competitive parity method
• What firm thinks it can afford • Mapping budgets to similar
• Cost based approach products/category or PLC
• Resources & constraints of competition might
not be the same

Percentage of sales Objective & task method

• % of current or anticipated sales • SMART objective based
• Limits aggressive budgets to tap • Cost of performing the tasks/ results
market opportunities • Total of all these costs = budget
• Assumptions & calculated approach

Key considerations for digital marketing budgeting

• Stage with respect to 6S framework
• B2B or B2C business model (Self-funded, investor funded budgets)
• Growth imperatives (business goals)
• Prior experience & channel knowledge
• Prior partnerships across channels & affiliates
 Digital media classification of promotion types

The key difference in planning media for digital channels from traditional offline planning is the presence of
owned media. Firms in the earlier era had no possibility of owning media and the only form of owned media.
Digital channel communication mix matrix

X Axis: Message orientation:

• The key objective of the promotion

• Awareness/engagement orientation
• Purchase/conversion orientation

Y Axis: Communication type:

Type of communication taking place in a channel:
• Static type of communication
• Dynamic type of communication (real-time)
Case Study
Case Application: Use the 4 key digital media planning stages
The Client

COX & KINGS LTD., set up in 1758, is one of the longest established travel
companies. Headquartered in India, the holiday and education travel group has
subsidiaries in the US, Canada, the UK, Netherlands, the UAE, Japan,
Singapore, Australia and New Zealand. Cox & Kings Ltd. has operations spread
across 22 countries and 4 continents.

Historically, Cox & Kings Ltd. has been an army agent, a travel agent, a printer
and publisher. Its core activities now include the sale of packaged holidays for
leisure travel.
The problem statement

The Thailand Tourism board had a problem. Overtime, Thailand has built a certain
reputation. While it was driving in tourists, it was also alienating some sections -
especially women travellers, in groups or solo. Preconceived notions about the
destination deterred women travellers from indulging in certain experiences such as spa
and wellness.

Thailand has an amazing array of Spa and wellness services, either standalone or as part
of hotel establishments which are safe, luxurious and provide a top-notch experience.
Yet, these were not fully utilized by women travellers, including those from India.

Thailand desperately wanted to change perceptions, let women travellers know about all
that it has to offer and above it all, pitch it as a safe destination for women to indulge their
senses.
 Prof. Krishanu Datta
Digital Marketing
MS Teams: vf_kdatta@vipsedu.in

________

Krishanu Datta
CEO & Ideas Partner at Communifix Communication Pvt. Ltd.
Brand Strategy I Creative I Digital Marketing I Content I Films & Videos
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
 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
Customer Development Strategy (STP 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.
 Power of Customer Connectivity & Advocacy
in the New Customer Journey

Aware Appeal Ask Act Advocate

Behavior

Touchpoints

Impression

Source: Marketing 4.0 - Moving from traditional to digital

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

Source: Lovemarks. Kevin Roberts
 Prof. Krishanu Datta
Digital Marketing
MS Teams: vf_kdatta@vipsedu.in

________

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