1. Digital Disruption & IFAs Where Technology Meets Marketing Rajesh Jain Netcore

2. 2 “Business has only two functions – innovation and marketing.” - Peter Drucker KNOW YOUR CUSTOMER

3. AGE OF THE CUSTOMER  Customers becoming digital  Customers going social  Customers empowered with information 3

4. CUSTOMER IS CHANGING… Connected 24x7 Contacts in 100s Digital & persistent identity Data droplets everywhere Experience matters Expects to be treated differently First on Mobile Feedback in near real-time 4 Local expectations PCs or lack of it SMS & Voice International aspirations MobilesData

5. …AND HAS NEW EXPECTATIONS Treat me as Unique and Special Assign me a 24x7 Salesperson Give it to me Now Think of my Lifetime Value Track my Purchases Reward my Loyalty Send me Ideas for a better Lifestyle Surprise / Delight me with Offers Anticipate my Needs 5 Instant Information Instant Communication Instant Gratification

6. IMAGINE A DEDICATED SALES REP FOR EVERY CUSTOMER 6 “With companies…able to collect and control information on the entire experience of a customer, the math house now can focus on each customer as an individual. In a manner of speaking, we are evolving back to the artisan model, where a market “segment” comprises one individual.” - Ram Charan

7. MARKETING IN A DIGITAL WORLD  Speed: quick TAT and real-time  Reach: massive scale is possible  Relevance: targeted and personalised campaigns 7

8. MARTECH CAN HELP AT EVERY STAGE Lead Qualification Lead Nurturing Lead Re-cycling Customer Onboarding Customer Engagement Customer Reactivation Data Cleansing Data Collation Data Enrichment 8

9. 3 PRINCIPLES OF MARTECH Unified View of Customer Integrate data spread across silos Enrich with 3 rd party data Cross-Channel Automation Email SMS Voice Push Notifications Data-Driven Personalisation Profile Behavioural Social 9

10. 5 IMPERATIVES OF MARTECH  Collect Data at every touchpoint  Create Unified View of a Customer  Customise Content based on Profile & Context  Communicate through multiple Channels  Predict next actions based on Analytics 10

11. CUSTOMER ACQUISITION  Establish a web presence (website, pick your web channel like LinkedIn, Facebook to reach out to prospects)  Collect email addresses & mobile nos. at events, tradeshows or POS  Correct database - improving data quality (email- mobile verification)  Plan Referral email program from satisfied customers  Affiliate marketing  Lead nurturing via content journey 11

12. CUSTOMER ENGAGEMENT  Personalised communications: Tailoring your messaging to segments  Responsive emails (so they are readable on mobiles)  Regular sms tips to increase awareness  Email and sms integration to improve engagement  Behavioral targeting – logic based recommendation (based on past purchases)  Automate workflows – eg. email alerts (service requests like renewal & lapses) 12

13. Mobile #Email IDCookieToken ID Facebook ID Twitter IDVoter IDAadhar # Tomorrow Morning Action Agenda to Start the MarTech Journey Collect Data at Every Customer Touchpoint Create a Unified View of Every Customer 13