![The Challenge
Unskilled labourers not following safety precautions and getting injured in the construction site is one of the
major challenge faced by all construction companies including Larsen & Toubro (L&T). The losses (life, time
& material) are huge due to this.
On-site job training is an expensive & time-consuming exercise and traditional room type training using
video/pictures are not just doing the job in embedding the seriousness of safety. L&T was looking for a
solution that solves both – cheaper and at the same time very impactful.
The Solution
L&T considers the safety of its employees as its highest criteria. So what’s the solution to fix it?
L&T choose to partner n collaborate with one of the leading providers of Virtual Reality [VR] technology in the
world, InGage Technology to help them create real-time scenarios of VR Experience that will enable training
and educate safety features for workers very efficiently. The VR training has several real-life scenarios that in
turn takes the user through the experience meanwhile accessing their reaction, thereby avoiding the
repetition of the mistakes at the site.
L & T
AUGMENTED & VIRTUAL REALITY MARKETING](https://image.slidesharecdn.com/digitalmarketingtrends-190901103537/85/Digital-Marketing-Trends-51-320.jpg)
Digital Marketing Trends
- 2. WHAT IS DIGITAL MARKETING? Digital marketing is term for the marketing of products or services using digital technologies like mobile , tablets, online marketing, social media marketing, etc. In simplistic terms, digital marketing is the promotion of products or brands via one or more forms of electronic media.
- 3. EFFECTS OF DIGITAL MEDIA Through digital media consumers have access to information any time and any place they want it. Digital media is an ever-growing source of entertainment, news, shopping and social interaction, and consumers are now exposed not just to what your company says about your brand, but what the media, friends, relatives, peers, etc., are saying as well.
- 4. BENEFITS OF DIGITAL MARKETING 1.Level playing field: Any business can compete with any competitor regardless of size with a solid digital marketing strategy. 2.Reduced cost: Your business can develop its online marketing strategy for very little cost. 3.Real time analysis: You can see in real time what is or is not working for your business. 4.Refinement of your strategy: Refine your strategy at any point in time and see any improvements or opportunities for further refinement almost instantaneously.
- 5. 4.Brand Development: A well maintained website with quality content targeting the needs and adding value to your target audience can provide significant value to brand. 6.Far greater exposure: Your business can be seen anywhere in the world from one marketing campaign. 7.Not Intrusive: Online people get the choice to opt in or out of communications and often it is relevant because they were the ones searching for it in the first place. BENEFITS OF DIGITAL MARKETING
- 6. A HISTORY OF GROWTH CHANNELS
- 8. IT’S NOT SLOWING DOWN (BY 2020, 5B SMARTPHONES)
- 9. DIGITAL MARKETING TRENDS • The Big 3 • Marketing Personalization • Content Marketing • Artificial Intelligence • Chatbot’s • Video Marketing • Influencer Marketing • Micro Moments • Voice Search & Smart Speakers • Augmented and Virtual Reality Marketing • Social Media Stories • Geo Fencing
- 10. THE BIG 3 I know who you are . . . I know what you’re looking for . . . I know what you bought and what you’ll buy next.
- 11. THE BIG 3 Expected Amazon Advertising Revenue in 2019: $7 BILLION Facebook and Google represent two-thirds of digital advertising revenue and almost 100% of the growth.
- 12. MARKETING PERSONALIZATION In the year 2019, you would have to do something to personalize your marketing such that you get noticed in the long run. This you can do by personalizing products, emails, and even content. Now, you will have more access to data, such as consumer behavior, purchase history and the links they clicked. This will help you to customize content based on their preferences. Personalization is the key to your customer’s heart. 56% of consumers are more likely to shop with a good personalized experience. 40% of consumers buy more from retailers who personalize. 76% of consumers will share personal information for a better experience.
- 13. MARKETING PERSONALIZATION • Personalization reduces acquisition costs by 50% and lifts sales by 15% • 78% of users said personally relevant content from brands increases purchase intent.
- 14. CONTENT MARKETING Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. Why focus on content marketing? 72% of marketers sayrelevant content is the most effective SEOtactic. 82% of consumers feel more positive about a company after seeing custom content.
- 15. CONTENT MARKETING 78% say a company’s social media posts influence their purchases 73% are likely to buy from a brand that responds on social media Impact of Social Media 84% of social media users share to show their support for a cause
- 16. CONTENT MARKETING Visual Content Matters
- 17. ARTIFICIAL INTELLIGENCE Artificial intelligence has been the buzzword these days. It is being implemented to make our jobs easier. With AI, you can now analyze the search patterns of your consumers, their behavior, and then utilize the data available across the different social media networks, along with blog posts, and then implement these to help businesses realize and work on how users and customers reach their products or services. With AI, you can now directly get in touch with users and initiate conversations like these help in building an emotional bond by offering them with the essential information and tips. By the year 2020, around 25% of customer service would be driven by chatbot technology. In the year 2019, we will witness the number of businesses adopting AI to help save costs and speed up growth.
- 18. “We are now witnessing a new shift in computing: the move from a mobile-first to an AI-first world. And as before, it is forcing us to reimagine our products for a world that allows a more natural, seamless way of interacting with technology.” Sundar Pichai, Google CEO “These big trends are not that hard to spot (they get talked and written about a lot), but they can be strangely hard for large organizations to embrace. We’re in the middle of an obvious one right now: machine learning and artificial intelligence.” Jeff Bezos, Amazon CEO $40,000 $35,000 $30,000 $25,000 $20,000 $15,000 $10,000 $5,000 $- 2016 2020 2025 AI Revenue (in millions) AI Revenue (in millions) ARTIFICIAL INTELLIGENCE
- 20. Artificial intelligence will soon be the driving force behind many services, and currently we’re already seeing it implemented in such areas as: • Customer service Chatbot's (25% of customer service will use virtual assistant technology by 2020, up from 2% in 2017) • Basic communication • Product recommendations • Content creation • Email personalization • E-commerce transactions Businesses adopting AI in 2019 will be able to cut staffing costs and accelerate growth, getting an edge over their competitors. ARTIFICIAL INTELLIGENCE
- 21. CHATBOT’S Chatbot’s will continue to be an important part of digital marketing in 2019. This AI-based technology uses instant messaging to chat in real-time, day or night, with your customers or site visitors. Surveys show that: • 63% of respondents prefer messaging an online chatbot to communicate with a business or brand • Chatbot’s will power 85% of customer service by 2020 • Top benefits of chatbot’s are 24-hour service (64%), instant responses to inquiries (55%) and answers to simple questions (55%). • By 2022, chatbot’s will help businesses save over $8 billion per annum • 80% of businesses want chatbot’s by 2020 • 100,000 chatbots on Facebook Messenger take orders, give product guidance & gather information. Many brands already use chatbot technology including Uber whose chatbot communicates with customers making it easy for them to hire cars via their mobile app, Facebook Messenger, Slack or Google Maps.
- 22. Z CHATBOT’S
- 23. VIDEO MARKETING Video marketing is one of, if not the, most important marketing trend today and likely for the next 5-10 years. These numbers show the importance of incorporating video into your digital marketing strategy in 2019: • 70% of consumers say that they have shared a brand’s video • 72% of businesses say video has improved their conversion rate • 52% of consumers say that watching product videos makes them more confident in online purchase decisions • 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video • Video is by far the most popular way customers want to learn about new products One of the most valuable benefits of implementing a video marketing campaign is that it allows you to easily reformat your content.
- 24. Video is by far the most popular way customers want to learn about new products VIDEO MARKETING
- 25. 82% of all internet traffic will be video by 2021 88% more time is spent on a website with video, on average. 85% of Facebook videos are watched without sound. 300% more inbound links are created for blog posts with video. VIDEO MARKETING
- 26. some other video marketing trends that are gaining more and more traction: • Live video is particularly popular with a large number of businesses who use it for interviews, product demos and behind-the-scenes glimpses of the brand, such as life in the office, how products are made, company events, etc. • 1:1 video is when businesses or marketers create personalized video messages rather than make phone calls or send emails. With the decreasing cost of film equipment and increasingly high-quality smartphone cameras, this is easier than ever. • Shoppable video content has become a super easy way to shorten the customer journey by allowing people to buy products directly from a video or image. When someone hovers their cursor over the image, a “shop now” button pops up and takes you to the product page. • 360-degree video content, which allows for a more interactive experience, is on the rise – just look for the circular symbol in the top left corner to start sliding the moving image left or right as it’s playing VIDEO MARKETING
- 27. INFLUENCER MARKETING Influencer marketing is a type of word-of-mouth marketing that focuses on using key leaders to drive your brand’s message to the larger market. Influencers can be well- known celebrities, but more often they are Instagram or YouTube personalities with a huge following who can help spread the word about your business or product through their social channels. Because influencer marketing is generally more authentic, 92% of people trust other consumer recommendations over corporate advertising. These influencers can be anyone, including celebrities, journalists or bloggers who can carry your brand’s message for you through the various social media channels. Influencer marketing is another tactic that is not going away anytime soon: A mediakix study predicts that the ad spend for influencer marketing could reach $10 billion by next year.
- 29. As more users are processing their online activities using their smartphones, marketers continue to leverage micro-moments to attract their audience’s attention and fulfill their instant decisions. Whenever a customer searches for something, looks for a nearby store, wants to finalize a task or makes a purchase, marketers can take advantage of these types of micro-moments to create targeted content and advertising. To take advantage of micro-moments in 2019, you need to be where consumers are searching for information in the moment – or, as Google puts it, marketers have to “be there, be useful, be quick.” MICRO MOMENTS
- 30. To get the most out of micro- moments, you should: •Identify your consumers’ “I- want-to-buy” moments •Be there in these moments of need •Deliver relevant content •Make it easy for them to make a purchase •Measure every moment that matters MICRO MOMENTS
- 31. VOICE SEARCH & SMART SPEAKERS The increasing use of voice search has made it important for companies to rethink their digital marketing strategies in 2019. • 50% of all searches will be via voice by 2020 • 13% of all American homes owned a smart speaker in 2017, and is expected to increase to 55% by 2022 • As of January 2018, there were an estimated one billion voice searches per month • 25% of shoppers used voice assistants during their holiday shopping in 2017 • 72% of people who own voice-activated speakers say that their devices are used as part of their daily routines • Voice shopping is set to jump to $40 billion in 2022, up from $2 billion today • Global smart speaker shipments grew nearly 200% year-over-year in Q3 2018 reaching 22.7 million units in the quarter
- 32. Overall, people are expecting to be using voice search far more in the future: Voice search plays an important role in providing all the relevant information people are searching for through audio content. AI is getting smarter and the number of errors made by voice assistants like Alexa, Siri and Google has reduced. VOICE SEARCH & SMART SPEAKERS
- 33. • Voice assistants hit an error rate below 5%. • Google had it’s Home AI reading thousands of romance novels to improve it’s language skills. VOICE SEARCH & SMART SPEAKERS
- 34. • 53% while driving • 21% while doing another activity • 22% of queries are for local content • 50% of searches will be by voice in 2020 VOICE SEARCH & SMART SPEAKERS
- 35. AUGMENTED & VIRTUAL REALITY MARKETING Gartner predicts that by 2022, 70% of enterprises will be experimenting with immersive technologies, and 25% will have deployed to production. While virtual reality (VR) makes a lot of noise and gets everyone excited with grand sci-fi ideas, AR is much more implementable from a marketing standpoint. Experts predict that AR will continue to outpace VR in terms of market share:
- 36. SOCIAL MEDIA STORIES First Snapchat came out with the concept of “My Story,” then Instagram and Facebook stories were introduced, and then YouTube unveiled their own story format: Reels. Since these types of stories disappear after a set period of time, this is a great opportunity for marketers to make good use of FOMO (fear of missing out). The benefits of using social media stories include: • Increased brand awareness • Constant engagement with followers • Cost-effectiveness • Increased traffic to your web page • Opportunity to reach younger audiences
- 37. Here’s a social media stories timeline: SOCIAL MEDIA STORIES
- 38. GEO FENCING While the idea of marketing to people based on their location is nothing new, we do expect an increase in the use of geo-fencing – this market is set to grow to $2.2 billion by 2023 – along with the rise of mobile use:
- 39. Geo-fencing allows real-time targeting based on a user’s location. A target area is defined as , say, within a mile of a restaurant, and when a user enters or leaves this area, they receive a push notification, text message or other form of marketing communication. Research shows that of people who open a push notification, 54% of users convert from segmented push compared to only 15% for broadcast messages. And 52% of users enable push messaging on their apps. With help of geo-location Augmented reality will also effect digital market GEO FENCING
- 40. CASE - STUDIES
- 41. CONTENT MARKETING Lenovo is one of the largest manufacturer of computer hardware, namely desktop computers, laptops, and related technology products. Lenovo’s marketing team formulated a content marketing strategy to first create awareness and then build trust among their target audience, which mainly comprises IT professionals. The aim was to help them make informed buying decisions and to keep Lenovo at top-of-mind recall while making those decisions. Campaign Objective Create content to educate Lenovo’s target audience and distribute it across multiple channels. Method and Execution To execute its content marketing strategy, Lenovo developed a digital content hub called “Tech Revolution” to deliver technical news and technology information to IT decision makers across Asia Pacific region. They were able to successfully engage with their target audience through this content marketing hub. The leads generated via Tech Revolution, were routed to their website, based on which sales executives were able to readily connect with consumers. LENOVO
- 42. CONTENT MARKETING Results The content marketing strategy of Lenovo was hugely successful in establishing the company as a thought leader. The digital content hub had more than 250 articles with 34 million impressions, 308 link clicks, and was visited by 1,70,000 new web users. In terms of financials, $300 million in sales was attributable to this initiative alone. LENOVO
- 43. MARKETING PERSONALIZATION AMAZON Amazon’s recommendation algorithm consistently makes headlines for its strategic approach to personalized marketing. Continually being updated to create more tailored experiences, the tool suggests products not only to fit the individual, but different aspects of their personality. The company reported a 29% sales increase to $12.83 billion during its second fiscal quarter, up from $9.9 billion during the same time the previous year. Takeaway: Personalized marketing isn’t just a tactic for building brand trust. When done right, it presents endless upsell opportunities for improved sales.
- 44. ARTIFICIAL INTELLIGENCE Always ridiculed for their poor food and catering services, the Indian Railways is all set to get a pretty AI makeover. With the help of Artificial Intelligence, the Ministry of Railways is all set to transform its train kitchens and pantries. Apart from revamping the food menu, Indian Railways is also advocating use of environment-friendly and biodegradable food containers. With the AI project already been kick-started at the IRCTC base, they have installed around 16 HD cameras linked to monitors. These cameras would not only help detect pests in the facility but also notify to the concerned authorities. MINISTRY OF RAILWAYS
- 45. CHATBOT’S The Problem For Dream11, the onset of the Indian Premier League cricket season is the busiest month of the year. This leads to increased customer support queries to the tune of typically 10x the normal traffic. Handling this sudden seasonal spike is always a challenging situation for the 30 member customer support team at Dream11. They needed a customer service solution that could handle the massive scale of incoming requests, give instant responses without making anxious users wait and do all of this without an unreasonable jump in expenditure during the IPL month. Solution Haptik deployed a Support Bot on the Dream11 website, Android and iOS apps. The bot was trained on the frequently asked queries about the game, everything from rules to account troubleshooting. The bot also seamlessly transferred any complex queries to Dream11's customer support team, who used the Haptik agent chat dashboard to further resolve them. Haptik's bot successfully answered 80% of the 1 million+ support queries received, with an average resolution time of 32 seconds. The 30X increase in query volume was handled without any increase in the customer support team size and personnel cost, delivering a 10X ROI for Dream11. DREAM 11
- 46. VIDEO MARKETING Vicks emphasized on #TouchOfCare. It showed how two souls not related by blood can still have a relationship of love and care just by a touch of care. This short film was uploaded on March 2017 in YouTube and has clocked over 9.9 Million+ views. Video Link: https://www.youtube.com/watch?time_continue=1&v=7zeeVEKaDLM VICKS: GENERATION OF CARE
- 47. INFLUENCER MARKETING Objective Promoting Ola’s new and improved Prime cab service that offered superior amenities such as free WiFi, best rated drivers and premium vehicles in Bangalore. Execution Ola teamed up with celebrities to give their passengers one of the most memorable ride of their lives as Milind Soman, Narain Karthikeyan and Abhish Mathew arrived in cabs booked by Ola Prime passengers. Sparking interest among their audience and social media users, Ola banked on the popularity of these influencers and successfully reached millions of people. Results Thrilled passengers, and Ola’s social media promotion around the activity led to a heightened number of Ola Prime bookings and helped the company drive conversation around their new service. The number of bookings too shot through the roof for Ola Prime. OLA PRIME TIME
- 48. MICRO MOMENTS GOALS • Increase brand awareness amongst their target audience • Create an innovative digital campaign that stands out in a competitive market APPROACH • Researched the target audience to determine the most popular YouTube channels by subscriber and inventory growth • Created 50 unique, hyper-targeted skippable ads that engaged viewers with humour and were relevant to the YouTube content they were about to watch • Used cards to enable visits directly from their videos RESULTS • A 13% increase in visitors to the website over an eight-week period • 32% of viewers watched the entire 30 second ad (nearly double the usual rate) • An 8% month-on-month rise in revenue COUPON DUNIYA
- 49. MICRO MOMENTS GOALS • Increase brand awareness amongst their target audience • Create an innovative digital campaign that stands out in a competitive market APPROACH • Researched the target audience to determine the most popular YouTube channels by subscriber and inventory growth • Created 50 unique, hyper-targeted skippable ads that engaged viewers with humour and were relevant to the YouTube content they were about to watch • Used cards to enable visits directly from their videos RESULTS • A 13% increase in visitors to the website over an eight-week period • 32% of viewers watched the entire 30 second ad (nearly double the usual rate) • An 8% month-on-month rise in revenue COUPON DUNIYA
- 50. VOICE SEARCH & SMART SPEAKERS A major player in the voice space, Domino’s first launched its skill on Amazon Echo back in 2017. With that skill, users with Echo and Dot devices can interact with the pizza company’s “personality,” a character named Dom, who responds to queries in fun ways. They can also place orders via voice, as long as they first set up an Easy Order profile in the Domino’s app. More recently, Domino’s has invested in its own voice recognition technology to take telephone orders coming into its brick-and-mortar locations. DOMINO’S
- 51. The Challenge Unskilled labourers not following safety precautions and getting injured in the construction site is one of the major challenge faced by all construction companies including Larsen & Toubro (L&T). The losses (life, time & material) are huge due to this. On-site job training is an expensive & time-consuming exercise and traditional room type training using video/pictures are not just doing the job in embedding the seriousness of safety. L&T was looking for a solution that solves both – cheaper and at the same time very impactful. The Solution L&T considers the safety of its employees as its highest criteria. So what’s the solution to fix it? L&T choose to partner n collaborate with one of the leading providers of Virtual Reality [VR] technology in the world, InGage Technology to help them create real-time scenarios of VR Experience that will enable training and educate safety features for workers very efficiently. The VR training has several real-life scenarios that in turn takes the user through the experience meanwhile accessing their reaction, thereby avoiding the repetition of the mistakes at the site. L & T AUGMENTED & VIRTUAL REALITY MARKETING