Communicating in the regime of

New Age, Social Media and

Technology

New Age Communicationschanging trends in marketing

Smart Marketing deploys intelligent Communication channels

by understanding the way Consumers Act

Need : Understanding Consumer Psyche and utilising relevant

New Age Communication options

Prior to New Age Communications : Funnel Metaphor
Now : Concept of CDJ-> Consumer Decision Journey
[Source : McKinsey Study of 20,000 companies across five
industries(automobiles; skin care; insurance; consumer electronics and
mobile telecom)]
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Influence in Branding-the driver of

Communication
Context :
Today consumers connect with brands in new ways
Communication and media channels extend beyond

manufacturers and retailers control

Earlier Model :
Shoppers winnow Brand Choices to arrive at final selection

Now:
Digital interactions enables-shifting between an array of options
Key determinant : Brand Engagement and Peer Advocacy
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Then : The Funnel Metaphor

MANY BRANDS
FEWER
BRAND
S

FINAL
CHOICE
FINAL
CHOICE

BUY

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Now: The Consumer Decision Journey (CDJ)

Consider

THE LOYALTY LOOP

BOND

ADVOCATE

Evaluate

BUY

Enjoy
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Now: A Phased Approach

Consider
Evaluate
Buy

Enjoy

THE LOYALTY LOOP

Advocate
Bond

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BUY

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CDJ contd.

CDJ has three parts: Understanding Consumers Decision Journey

Determining Priority Touch Points and leveraging these

[ Key Communication Interventions]
Resource Allocation

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CDJcontd.
Case : McKinseys client global consumer electronic
company- used CDJ as a pilot exercise in a Single Market
to launch a new TV model
Three focus areas: What Consumers do ?
What Consumers see ?
What Consumers say ? Implications for Communication

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CDJcontd.
Findings :
More than Working Media spend (Paid Media) , focus required on Owned Media (
company channels & websites) and Earned Media [customer created channelsblogs, opinion forums, tweets; communities of brand enthusiasts
( Harley
Davidson)]
Takeaway: need for right people and technology for creating and managing content
e.g. (i) Apple :
has eliminated jargon; aligned product descriptions
created a rich library of explanatory communication sensitive videos for consumer
engagement
Instituted an off-line Genius Bar to enable customers address their issues
All aimed to get consistency, accuracy and integration across touch points

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CDJcontd.
e.g. (ii) Nike :
Nike moved from Just Do It to actually helping consumers act on the
motto with Nike gear
-> records and transmits workout data; global fund raising races;
customised online training programmes
McDonalds provides Tailored Messages which include discount
coupons, contest opportunities, special event invitations
Communication a key driver
CMOs role as overseer and driver of content supply chain and publisher
increasing->
coordinated
communication
across
all functions
Focus
on What
Customers
say for use
in Product
Development
and
Programmes
e.g. Service
Digital Governance
Council with representatives of all customer facing
functions; CIO
participant
rather than
a driver
Convergence
ofapeople
resources
and
talent to obtain right content

and messaging
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Five Ways for Effective Communication through

New Age Media

Permissive Collaborative
Real-Time
Communication Communication Communication

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Close
Viral
Looped
Communication
Communication

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Some examples: Permissive; Collaborative; Real Time;

Close-Looped and Viral Communication

Permissive: Dove Hair Damage Meter-engage with

users; encourage participation of peers/friends

( viral effect); share information, experience and
influence helped gain significant market share
Collaborative, Real Time and Close Looping: Dell Idea
Storm 400 ideas of users put into action for developing
new products and improving old ones; helped build
customer engagement and reputation

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Some examples
Yes

No

Did Aircel in its save the Tiger campaign

complete close-looping ?

What would close-looping be in this context ?

Need to show people how peoples participation made a difference
What could it have done ?
Create a Population Clock as people signed onbased on signed

petition of people provide feedback - on ground impact->positive

results

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Some examples

Real Time : 24x7 Communication with customers and fans

e.g. Old Spice shift from old gen (grandfathers) users to

New Gen (youth)

Used ex-football player and model Issaiah; tweeted

extensively; engaged youth

Result : in 10 days- 6 million You Tube views-22,000

commentsover a 100% gain in market share

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Communicating to influence Brands

Ability to co-create

Thought Leadership

Third party influencers- Advocacy recognition

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Social
Networks

Social Decision Cycle

Crowd sourcing
of
solution

Need
centric
Discussion

BRAND

Need
solution
Validity
Discussion

-Blogs
-Wikis
Forums
-You Tube
-Flickr
Tweets

Experience
Sharing
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Evaluation of New Age Communication

Alexa.com recognised as a good referral for online sites
Four factors of evaluation

Bounce Factor inversely related

2 Traffic Rank
directly related
3 Metatabs (keywords)directly related
1

to
to
to

IMPACT
IMPACT
IMPACT

to

IMPACT

e.g. pagalguy shows pgdm admissions first;

MBA Universe shows MBA
4

Time on site

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directly related

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Conclusions :
Social and New Age Communication channels

Its changing the way people communicate

Brands need to embed themselves onto various new age

communication streams
It helps innovate and create better products by
collaborating and engaging with customers
It serves customers in Real time
It helps leverage network effect of communities
It helps create Thought Leadership

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