Marketing Communications in a digital world

I had a 20-minute slot to talk to MBA students about marketing communications in a digital world. In that limited time for such a vast topic, I shared some basic principles. I wish I could share more examples but this is the best I could do given the limited time.

Transcript

1. Marketing Communications in a digital world Lakshmipathy Bhat, VP - Marketing Communications, Robosoft Technologies
2. 10 timeless truths about marketing communications
3. 1. A brand is a collection of thoughts and feelings in the mind of the consumer
4. Thoughts and feelings are driven by: 
 product experience, communication experience, word-of-mouth
5. ‘Everything has changed in the digital world’ is just hype.
6. 2. The fundamental principles of marketing & communication have & will remain the same forever.
7. Appeal to the basic human instincts - they have remained unchanged for eons and will not change.
8. ‘It is fashionable to talk about changing man. A communicator must be concerned with unchanging man, with his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own’. ~ Bill Bernbach, advertising legend, founder DDB
9. 3. New advertising is old advertising at heart.
10. Product is still the hero. Only the delivery has changed. New disciplines have emerged.
13. No amount of good advertising can sell a bad product or service.
14. 4. Find a way to say relevant things in a compelling way at the right time on the right platform.
17. Nobody reads ads. People read what interests them. Sometimes it’s an ad. ~ Howard Gossage, ad man in the 1950s
20. 5. There is no substitute for a deep understanding the consumer’s pain points & aspirations.
21. A communication based on a true insight is likely to find a stronger resonance.
22. ‘An insight is a penetrating observation about consumer behaviour that can be applied to unlock growth’
23. Insight: An unspoken human truth that sheds new light on the problem you are trying to solve. 
 - @markpollard
24. It’s not just the championship athlete or record breaker that strives to push their own limits.
26. In-between meal hunger makes us irritable and act out of character. You are not you when you are hungry.
27. 6. Be of some value.
28. The value - utility, entertainment, expertise etc., depends on brand personality, objectives
31. Give something to your audience, without expecting anything in return.
32. 7. Exploit a medium or platform to it’s advantage
34. 8. Media clutter will increase and consumer has the power to ignore brand communications
36. 9. An aware, cynical consumer will not believe all that a consumer says.
37. Today, it’s all about brand’s doing something relevant, useful or entertaining and consumers [hopefully] talking about it & sharing.
38. Blendtec. Thank You, Mom (P&G)
39. Everything and everyone is under the microscope and up for criticism
40. Breaking clutter will be harder. Don’t add to the noise.
41. 10. Creativity is the ultimate edge.
42. "Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.”
43. It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors. ~ Bill Bernbach, advertising legend, founder DDB
44. So what does all this mean for management students? • Marketing will continue to play a pivotal role in building brands; a grasp of communication basics will be to your advantage • Great opportunities ahead to create products & services for the digital age - empathy, analytical skills, creativity will come into play • New practice areas like Design Thinking, Digital Advisory, User Acquisition & Growth have emerged seeking talented minds
45. Thank you & all the best! @bhatnaturally LSBHAT@GMAIL.COM