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.

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