Digital Marketing by Saurabh Parmar on 21/08/2013

"Marketing is about changing your product such that it suits your customer needs" 

There has been a major shift as such with almost every company competing with every other company across various domains. Google competes with Apple, Apple competes with Micromax, sure Steve Jobs would be turning in his grave hearing such things but the fact remains just that. 

Washington Post was bought by Jeff Bezo's of Amazon.com for 250 Million $ the same time when Tumblr was bought for exactly 4 times that price by Yahoo! These are a different times we live in and this sale is an indicator of these exact times. 

Social media will play a major role in the coming elections. It can't be comparable to the US elections but we'll get there faster than you can post a status about it. 

McKinsey and ACNielson's merger will necessary mean that this conglomerate will be competing against the likes of Ogilvy and Mather, Perfect Relations, Web Chutney and Brand Logist. It is no more   we'll do this and we won't do that. It is, we'll do everything.  

Case Study: Best Job in the World 

Why it worked?

Rather than telling people they listened to them. Advertising is something we avoided or wanted to give it a miss all our lives and now we find ourselves in the very same field. Irony at it's best. TV was a hub,  now it is digital. 

Case Study: Kiwi Sceptics

Why it worked?

--> Extremes were turned completely turned around what with sceptics became fans, eventually. 

--> People who were guides to the tourist were people who knew how to create content and well. 

--> Varied personalities. 

--> Allowed real content. 

--> It was a well tied up campaign. 

This brings us to a concept of Long Tail it was a cumulative effect. 

Direct Marketing (didn't have scale) --> Print (had its physical limitations) --> TV --> Out of Home --> Social (User Generated Content)

Assignment: Impact of a negative experience. "Is any publicity good publicity?"  Start from LampBrew, quote their example and another one to drive home your point.

(P.S. this is Group 5's assignment)