Department of MBA

Marketing 4.0 to 5.0

Topic: Digital Subcultures

Sub Topic :- Influential Digital Subcultures

Presented By:
Prof. Vivek Vinayakrao Wankhede
Assistant Professor in Dept. Of MBA
MBA(Marketing + HR), MA (Psychology-p), BE(Bio-Medical), B.Ed
 Department of MBA

What is Advocacy?

What is Brand Advocacy?

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 Department of MBA
In Brand Advocacy Not all are Same

Segments

Ask & Give Rely on own preferences

Recommendations & Ads

Can be Loyal Brand Brand Advocacy

Advocates doesn’t matter

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA

Which segment you will choose for advocacy in these days?

Can you write few segments?

https://youtu.be/MTs5pOn7XFU

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA
For increased probability of getting Advocacy

Y Youth

W Women

N Netizens

Most influential segments in Digital Era

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 Department of MBA

Who had purchasing power in OLD Days?

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In OLD times Authority & Power belonged to

• Seniors; Men & Citizens

• Mainstream Culture as they had money power

Importance & Significance of YWN grew rapidly

Due to their larger networks of
• Communities
• Friends and
• Family

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA
Youth Acquiring the Mind Share

• Set trends for Seniors (specially for Pop-Culture Fields :- music,

movies, sports, food, fashion and technology)
• Seniors do not have time and agility, so rely on youth
• Companies try to be relevant to young people’s lives, to reach wallet
• Even if product is not relevant to them reach youth’s heart
• Cool Ads, Trendy digital content, celebrity endorsements, innovative
brand activations
• Youth are dynamic, so cannot be unproductive to woo them

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA
Youth Acquiring the Mind Share

[1] Early Adapters (do not fear of experimentation)

• Example: i-pod, Netflix Streaming

• https://youtu.be/MTs5pOn7XFU ; https://youtu.be/t_It0Q9BCQs

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA
Youth Acquiring the Mind Share

[2] Trendsetters (Now Generation, demand instantly)

Trends they follow are fragmented (something for everyone)

• Example: Rise of Justin Bieber, Kaccha Badam, Baspan Ka Pyar,

• Spotify, Apple Music, Joox all are bought to mainstream by youth

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA
Youth Acquiring the Mind Share

[3] Game Changers (they are not irresponsible, selfish, rather they
Mature Early)

Respond quickly to happenings in surroundings

• Example: RockCorps [4 hour volunteer and free ticket to concert],

WE.org[Me to We products]

Lets Conclude Youth are key to “Mind Share”

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 Department of MBA
Women: Growing the Market Share

• Enormous Size, Distinctive Profile

• world of WOMEN revolves around FAMILY & WORK
Segments of Women
• stay-at-home house wife
• plan-to-work housewife
• working women with a job
• career women
• Chief Financial Officer at Home
• Have patience & interest to go through comprehensive process of
choosing the best
B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA
Women: Growing the Market Share

[1] Information Collectors

• Women have spiral process to purchase (go back to step 1 to get

new information and confirm that moving ahead is correct choice)
• Not only research more, rather they also converse more
• Boon for marketers as they will collect and spread the information

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA
Women: Growing the Market Share

[2] Holistic Shoppers

• experience more touch points in spiral path to purchase

• more likely to consider – functional benefits, emotional benefits, prices
and likes BEFORE DETERMINING TRUE VALUE
• consider product value for entire family
• Browse more brands even less popular ones

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA
Women: Growing the Market Share

[3] Household Managers

• Chief Financial Officer; Purchasing Manager; Asset Manager of

FAMILY
• Not only household items but also investment and financial services

Conclude Women must for Growing the Market Share

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA
Netizens: Expanding the Heart Share

• Michael Hauben defines netizens as,

“People across geographical boundaries who care about and actively
work toward developing the internet for the benefit of the larger
world”
• See world Horizontally not Vertically
• believe in democracy and not so much of governance
• embrace openness & sharing with others
• All internet users are not Netizens

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 Hierarchy of Internet Users
Department of MBA

Spectators Joiners CriticCollectors

Inactives (addstags & use RSS feeds)
[watch & read] [join & visit)
(post
com
ment
or
rating
Creators
(create &
publish

s)
online
content)

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E Netizens: Expanding the Heart Share

 Department of MBA
Netizens: Expanding the Heart Share

[1] Social Connectors

• Love to connect and coverse (spreads information)

• user names and avatars are identities
• Facebook, WhatsApp, QQ, Tumblr, Instagram and Linkedin
• one to one then many to many
• from outside may be group of strangers but from inside they
trust a lot on each other
• Strongest & Largest community
B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA
Netizens: Expanding the Heart Share

[2] Expressive Evangelist

• not revealing identities, aggressive in expressing

• (-)ves cyberbullies, trolls and haters
F-factors
• Followers
• Fans
• Friends
• Storytellers, real experience is shared
B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA
Netizens: Expanding the Heart Share

[3] Content Contributors

• makes life easy for other internet users

• With tags becomes easier to search
• by voting the recommend good websites to others
• with ratings & reviews people get best available options
• Articles; Whitepapers; E-books; Infographics; Graphic
Arts; Games; Videos; Movies; Webpages; Blogs; Youtubers;
• Rich content will attract new people
B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA

CIA-1
Create Advertisement promoting your College, with focus on
YWN.
(3 ads one for each)
(1 project group will have 5 members)

B Y P R O F. V I V E K V I N AYA K R A O WA N K H E D E
 Department of MBA

Together YWN hold key to marketing in the DIGITAL ECONOMY

THANK YOU
Presented By:
Prof. Vivek Vinayakrao Wankhede
Assistant Professor in Dept. Of MBA
MBA(Marketing + HR), MA (Psychology-p), BE(Bio-Medical), B.Ed