Social Beat releases the Digital Marketing Industry Report 2016

Highlights from the Social Beat Digital Marketing Industry Report 2016:

  • Brand Awareness & Lead Generation are the primary goals for most brands
  • Measuring ROI from digital marketing is the biggest challenged faced
  • 87% brands leverage digital & 38% of them allocate 1/3rd budget to digital marketing
  • Facebook & Google are still the most popular digital marketing channels

Bangalore, 18th Jul 2016: The Digital Marketing Industry Report 2016 was released by Social Beat, one of South India’s leading digital marketing agencies. The report is based on a survey conducted in May-June 2016. A total of 376 CMOs and Marketing Heads across India participated in the survey. The companies that participated in the study were from various sectors and verticals including e-Commerce, FMCG, Media/Entertainment, Healthcare, Education, Real Estate, and Travel.

Speaking on the report, Social Beat Co-Founder Vikas Chawla said “The report highlights the rise of digital marketing, though brands continue to use television and print mediums to have a 360-degree approach. It was encouraging to see that 87% of the brands surveyed leverage digital marketing. While brand awareness and lead generation/sales seem to be the primary goals set by the CMOs, digital marketing is increasingly being leveraged for Customer Engagement (46%) and customer service (35%) too.”

The responses from the survey indicate that digital marketing spends are about one-third of the total marketing spends. The results here are considerably different from the IAMAI – IMRB International Report which pegs the digital spends at 12% of the total marketing spends.

Speaking about the survey, Suneil Chawla, Co-Founder of Social Beat, said “Around 10% brands surveyed spend more than Rs. 1 crore annually on digital marketing while around 50% brands spend more than Rs. 6 Lakhs annually. Overall, 20% brands plan to increase their digital marketing spends by 25% in the next financial year. This is important in the context of growing internet and digital penetration in India – brands understand that digital is the way forward. With an expected 500 million internet users in India by 2017, brands understand the massive opportunity to reach out to their consumers.”

David Appasamy, who has recently joined Social Beat as Head of Brand & Strategy, added “The survey reflects the growing acceptance of digital platforms as an excellent means of engaging meaningfully with consumers, generating leads and increasing sales. It was particularly interesting to see that the digital marketing channels are already contributing to more than 30% sales for at least 40% of the brands surveyed.”

Tracking Return on Investment (ROI) is the biggest challenge being faced by brands, closely followed by content creation, quality lead generation and attracting talent. Currently, CMOs are using Sales / Leads, Engagement, Brand Reach and Mentions as the metrics to track the effectiveness of their campaigns.

Most of the respondents said they focus on Social Media Marketing, Search Engine Optimization, Content Marketing and Emailers for marketing their brand online. Not surprisingly, Facebook (89%) and Google (78%) have emerged as the most popular platforms followed by Twitter (56%) and LinkedIn (51%). Penetration of smartphones, faster internet connectivity and interesting video content have resulted in 51% brands targeting YouTube for marketing their brand. It would be interesting to track the growth of newer channels like Instagram and Snapchat in India for brand marketing in the near future.

Vikas added, “Most of CMOs that took the survey felt that they there is a lot of scope for improvement in quality lead generation, result tracking and creative campaigns. This presents a massive opportunity to digital marketers to fill the gap and help leverage the digital medium more effectively for brands”.

Media Coverage for the Report

Economic Times Brand Equity: 38% brands allocate a third of their budget to digital marketing: Report

Business Standard: 87% brands prefer digital marketing: Report

Exchange4Media: 87% brands leverage digital; Facebook & Google platforms most preferred: Social Beat Report

Economic Times: 87 per cent brands prefer digital marketing: Report

The full report and infographic can be seen below:

Digital Marketing Industry Report India - 2016 Digital Marketing Industry Report India – 2016




Retail 2020: Trends In India

The Boston Consulting Group (BCG) in association with the Retailers Association of India, recently published a report that highlights the trends in Indian retail. As the world’s leading advisor on retail strategy, BCG has evaluated India’s high-value opportunities in the retail market. Partnering with RAI, the unified voice of Indian Retailers, the report aims at formulating solutions to key challenges faced in the market. The following is a brief summary on the findings.

The Scenario
Retail in India has taken a remarkable transformation over the last two decades. Rising income levels, urbanization, and changing consumer behaviour has given an optimistic outlook to the retail sector, promising an undoubted growth in the future. The digital medium has influenced retail with a powerful strike, reshaping customer behaviour and expectations. To summarize, retail business are in a constant need to retrospect their strengths, reinvent their offerings across the purchase pathway, and rewrite their approach of retail economics.

Based on research and some stringent analysis of data, the report captured key trends across the following broad categories.

1). Certainty of Growth
A promising growth forecast is one of the primary findings made from the study. The Indian retail sector is projected to double from $600 Billion to $1 Trillion, by 2020. This rapid growth will be determined by factors such as Income Growth, Urbanization, Nuclearization, and Attitudinal Shifts. Modern trade is also expected to grow 3 times, with Rapid Consumer Evolution, Supply-side Evolution, and Positive Regulatory Environment, being the drivers that will materialize this growth. As a key implication from this finding, Indian retailers should sharply identify the emerging opportunities and customer segments and be clear about what to not go after. Retailers should also re-adjust propositions to remain relevant and also allow room for experimentation, though it might not always turn out to be successful.

Certainty of Growth

2). Reality of Digital
The E-commerce market in India is expected to quadruple to $70 Billion, over the next 5 years. With the rapid increase of smartphone users, competitive costs for connectivity, and expanded reach, internet users are expected to reach a mark of ~600 Million. Customers are attracted to superior value propositions like broader assortment, higher discounts and greater convenience. Indian retailers should conceptualize digital strategies with clarity and leverage on social media to create brand awareness. They are also expected to deploy a seamless and connected customer journey, as shoppers migrate across channels. It will also be a lot more seamless for e-retailers to sell across multiple offline & e-commerce market places.

In our view, digital will increasingly drive offline retail sales as well. It is already easy to track phone calls to the store or to track the number of people looking for store directions. Retailers will become more sophisticated (along with measurement tools from platforms like Google, Facebook, etc.) to attribute offline sales to a specific digital marketing effort.

Reality of Digital

3). Challenge of Capability
Omni-channel business is becoming increasing relevant. Customers expect a seamless experience and do not tend to distinguish between online and physical channels, while shopping. Traditional strengths are insufficient here. In addition to being omni-channel, a well conceptualized talent management strategy is critical. It has been noticed that retail businesses suffer from high attrition rates and limited capabilities in the middle and top management, as a result of inadequate specialized training and experience in the sector. Supply chain also needs an evolution, as the market is viral with long lead response times and infrastructure challenges. It’s high time that Indian retail businesses develop a comprehensive omni-channel offering and adopt a targeted approach to employee training, appraisal, and retention. It is also very vital for businesses to build a demand-driven supply chain that is equipped with a real time flow of information.

Challenge of Capability

4). Importance of Economics
Several economic challenges plague Indian modern trade. Please find them listed below.
On the demand side:
– The level of processing is not high enough, as the Indian consumer gets used to modern trade.
– Pricing and promotions are poorly executed , not leveraging on customer willingness and purchasing power.
On the supply side:
– Inflating costs of real estate and rentals.
– Increasing costs due to low bargaining power with suppliers due to limited scale.
– High cost incurring supply chain due to poor connectivity, excess and deficit inventory.
– As an immediate implicative measure, the throughput problem should be address first. The other cost and margin issue will fall subsequently.

Importance of Economics

5). Need for Transformation
Fundamental transformation is the need of the hour. Businesses should avail the growth opportunity and serve digitally empowered consumers. As mentioned earlier, they should also build capabilities in quality omni-channel experience, talent management, and supply chain optimizations. This requires working on four pillars simultaneously. They are as follows.
Fund the journey – Generate quick cash from existing operations by relooking at the core of the business.
Win the medium term – Identify the winning consumer proposition formula for the next 6-8 years.
Take measured bets – Invest in emerging but important trends.
Enable the transformation – Invest in people and technology to improve efficiency, productivity, and morale.

Need for Transformation

Leadership Perspectives
The latter part of the report is its most credible engine, bringing perspectives from over 20 CEOs of top retailers in India. Some of the most thought-sparking lines have been quoted below.

“In times when the economy is tight, we face the brunt of lower discretionary spend. But right now, we are feeling very positive about the future and our industry.” – Ajay Kaul, CEO, Jubilant

“There is some form of a lack of supplier assistance to modern trade: somewhere they will have to accept that this is the way forward.” – Randall Guttery, CEO, Reliance Retail

The future of retail will compose of 3Ds: Daulat (wealth sharing within the retail ecosystem), Depth (in channels and category execution) and Digital (significant part of the operating model).” – Shailesh Chaturvedi, CEO, Tommy Hilfiger

The full report can be found at

Digital Chai Pe Charcha – Content Marketing Success in 2016

The second edition of the Digital Chai Pe Charcha, held at our office on 27th Feb 2016 received a great response with about 25 participants including entrepreneurs, professionals, digital marketers and social media influencers taking active part in the discussion. The topic of discussion was achieving content marketing success in 2016 and beyond.


As a recap for those who attended the session and for the benefit of those who didn’t, here’s a summary of the key takeaways from the session:

Why Content Marketing is essential:

Content marketing is a key part of any marketing strategy and is known to produce business results, as shown by the Hubspot survey below:

Hubspot Survey

Also, as compared to paid media, it has a more sustained long-term impact:

Earned Media Source: Neil Patel

Also, with most users being bombarded with ads from a large number of brands and with the use of ad blocking growing at a rapid pace, inbound marketing through valuable content works better and helps reach out to an audience that paid ads would never reach.

Ad Fatigue

“10x Content” is required to make your content stand out:

With over 27 million pieces of content being produced every day, creating content that is good and unique alone doesn’t work. You need to create content which as defined by Rand Fishkin is “Content that is 10 times better than the best result that can currently be found in the search results for a given keyword phrase or topic.”

Creating 10X Content:

Read your audience’s minds:

The key is to find questions that your target audience is looking for answers to and problems they are looking to solve. Tools and platforms that could help you with this research are:

Combine User-focused content with search engine focused content:

Once you find topics that you could create 10x content on you would also need to check if there is a large enough number of users who are searching for content around those topics. This is where Google Keyword Planner comes into play and helps you figure out which topics you should create content on to get large volumes of organic traffic.

Find the most successful content around the topic:

Once you decide on a topic to create content on, you need to research the topic, do a competitive analysis and find the most successful content around it. This can be done by searching for different keyword variations on Google Search to identify top ranked content or by using a tool like Buzzsumo to find the most shared content on the topic.

Make your content better than any other top content out there:

Ensure your content:

  • Is longer, detailed, more thorough
  • Is more up-to-date
  • Contains better visuals – infographics, images, slideshares, videos
  • Has an enhanced User Experience

For more detailed steps on creating 10x content check out our blog on 10 ways to create 10x content. Some examples of what 10x content could possibly look like are listed below:

Content Amplification is Key:

Simply ideating, creating and publishing content does not work anymore and content distribution requires as much, if not more, effort as content creation. Some avenues for content amplification that you could use would be:

  • Promote on Social Networks
  • Use LinkedIn Ads, Facebook Ads & Promoted Tweets.
  • Notify your email list
  • Respond to questions on Quora, Reddit, comment on blogs, take part in industry forums
  • Leverage the reach of influencers
  • Get featured in industry roundups

You could also check out or blogs on 21 SEO Link Building Techniques for 2016 and the 15 Best Social Bookmarking Websites to promote your content. For other useful content amplification strategies, you can also take a look at our slideshare below:

Q & A from the session:

Some of the questions that came up during the discussion with the answers are listed below as well:

Q: Is content marketing the way forward for SEO as well?

A: The focus of SEO has shifted from just keyword optimization and link building to not only producing quality content that addresses users’ needs but also delivering that content to the user with the best experience possible. Content is now the new SEO and creating 10X content is going to be the way forward in 2016.

Q: How do you measure results from Content Marketing?

A: Three metrics would help measure the impact of your content marketing efforts:

  • The social impact – Shares on social media platforms
  • Organic and Referral Traffic – Number of visitors to the blog from Google Search, Social Media and other referral sites
  • Conversions from the blog – Enquiries generated from your content marketing efforts.

Q: How long do content marketing efforts take to start showing tangible business results?

A: There is only one right answer here and that is – it depends. There are multiple factors that will impact your success timelines like your existing domain authority, the time and effort invested in content creation and promotion and the content promotion budgets, if any. Typically content gets indexed in a few days and you can start getting traffic but time period to get business results can vary from 3-4 months all the way up to even a year. For example, when we started our influencer marketing platform, it took us 4 months before we started getting tangible results in the form of enquiries via our content or via google organic traffic.

Q: What tools can be used to create Infographics when one does not have a design team?

A: Piktochart, Infogram and Canva are good tools to help you craft beautiful infographics

Q: Does post regional language content help content marketing efforts?

A: Yes, translating content to regional languages can help reach out to a newer audience, provided that audience is relevant to your business. Regional language content can also help increasing search traffic to your website, as shown in this article on the growth of regional content as well as this case study by Neil Patel.

Q: How do I know my content is 10x?

A: Whether your content is 10x or not is a little subjective – what may appear 10x to you may not look like 10x to someone else. Nevertheless, below are some validation questions to help you figure out if your content is 10x:

  • Is your content longer, detailed, more thorough and more up-to-date than any other content on the web?
  • Does the content contain better visuals – infographics, images, slideshares, videos?
  • Does your blog have an excellent User Experience?
  • If you were your target audience, would you find this content valuable enough to link to it or share it?

Here’s what some of our participants had to say about the session:



Those of you who missed the inaugural edition of the Digital Chai Pe Charcha last month can check out the meeting summary here. You can follow us on Facebook and Twitter or check out the hashtag #DigitalCPC for more details on the next Digital Chai pe Charcha meet.

Are there any digital marketing challenges or problems you face in your organization? Do let us know and we would be happy to include them as discussion topics in upcoming Digital Chai Pe Charcha sessions.

8 Digital Marketing trends to keep an eye on in 2016

In a space as dynamic as digital marketing where things change rapidly (Google, for example, updates its search algorithm 500 to 600 times a year), it is fairly difficult to predict with certainty how things will turn out in a year. Nevertheless, digital marketing is all about catching the best trends early and leveraging them. Here are eight key trends that we think would be ones to watch out for in 2016:

The mobile web will continue to grow rapidly

Mobile has already seen massive growth in 2014 and 2015. With Google announcing this year that mobile traffic has surpassed desktop traffic and also releasing its mobile-friendly update (Mobilegeddon), mobile-first has already gone from being a “nice to have” to an absolutely “must-have”. Also, despite the mobile web accounting for only 20% of the time spent on mobile (80% of the time spent is in apps), mobile browser traffic is twice the traffic from mobile apps. With mobile apps facing a massive challenge on the user retention front and the mobile web growing rapidly, mobile marketing strategy is where marketers are going to be strongly focused in 2016.

Mobile Web vs Mobile App Traffic Image Credit: Morgan Stanley


Newer channels like Instagram will continue to gain rapid ground

With a large number of marketers swarming the three most popular social media marketing channels – Facebook, Twitter and LinkedIn (93% of marketers use Facebook!), there’s a great deal of competition for any audience you would want to target.  Relatively new and upcoming channels like Instagram (only 36% of marketers currently use Instagram), Snapchat (a meagre 2% of marketers currently use Snapchat) and Periscope, on the other hand, are fairly untapped and unlike Facebook, have seen a growth in organic reach over the last few years, as illustrated below. Early adopters to these channels are already seeing results and adoption will continue gain ground in the year to come.

Instagram vs Facebook Organic Reach
Image Credit : AdWeek


Influencer marketing will become mainstream

With organic reach of brand pages dropping across most channels, customers trusting social influencers more than brands and the growing use of ad blockers, influencer marketing seems to one of the most viable options for brands to reach out to their target consumers. The savvy early-adopter brands have already started adopting influencer marketing in 2015 and 2016 is when mass adoption will begin.


Spends on Programmatic buying and Real-Time-Bidding will rise

Programmatic buying uses the power of data to ensure the right kind of ads are served to the right kind of people in the most meaningful way, thereby increasing the effectiveness of the ads and the return on ad spends. An increasing number of advertisers are expected to allocate larger spends to programmatic in the next few years.

Programmatic Ad Spends
Source: eMarketer


Video will explode:

Video is no newcomer to the digital space but its consumption trends have seen a massive bump in 2015, especially with Facebook allowing auto-play of videos in the newsfeed. An increasing number of brands will direct a larger percentage of their marketing spends towards creation and promotion of video content. If you haven’t embraced video as a marketer yet, the time is now!

Image Credit – Social Media Today


Follower counts are dead, focus will be on ROI-driven marketing

With most social media channels cutting down on their organic reach, the concept of building a fan or follower base which a brand can reach out to for free is almost dead. Fan and follower counts have turned into pure vanity metrics with little business value. The focus in 2015 has already been on marketing that can drive direct return-on-investment in terms of measurable metrics like traffic and sales growth and this focus is only going to be stronger in 2016.


The popularity of Native Ads will increase

The popularity of ad blockers has seen a substantial increase in 2015 and Apple announced this year that its new mobile operating system, iOS 9 will allow ad blocking as well. In this scenario, native advertising, where ads merge into the platform on which they are displayed and do not seem outrightly promotional, is bound to see a huge spike in popularity. If you haven’t explored native advertising channels yet, now is the time to get started.

Source: Business Insider Intelligence


10X Content will be the new SEO

The focus of SEO has shifted from just keyword optimization and link building to not only producing quality content that addresses users’ needs but also delivering that content to the user with the best experience possible. Content is now the new SEO. But, with large swathes of content being generated every day, only content that is not just the best content out there, but 10 times the best, will stand out. Creating this 10X content is going to be the way forward in 2016.

What are the other trends that you think brands and marketers must pay close attention to in 2016? Do share them with us in the comments section below!

Social Media Web 3.0 – The Game Grows Bigger

Social Web 3.0

Social Web 3.0, a digital marketing conclave was organised by Madras Management Association on 23rd November at Hotel My Fortune, Chennai. The event was attended by industry bigwigs such as Maneesha Khanna, Director of Marketing, PepsiCo and Bhaskar Ramesh, Head of Industries – FMCG, Google India amongst the other notable ones.

The event started with an insightful keynote address by Hari Menon, CO-Founder & CEO, Big Basket on digital influence and analytics-driven future, which set the stage for the rest of the day. Vikas Chawla, Co-Founder & CEO of Social Beat spoke about how content & influencer marketing is changing the social media game. It was an interactive session with a series of questions on how brands can leverage content marketing to achieve business goals and what would be the ideal advertising-marketing mix.

Here are some insights on Content and Influencer Marketing discussed during the session:

If Content is king, there are too many kings out there.
Here are some tips to stand-out and leverage on relevant content to achieve business goals.

Tips for effective content strategy

Influencer marketing is becoming an integral part of marketing budgets and here’s why:

Why Influencer Marketing

Digital media endorsement by an influencer can work wonders for your brand, only if you pick the right one.
Here are some metrics you need to consider before choosing the influencers for your campaign.

Shortlisting Influencers

The next session was a case study by Maneesha Khanna, on #CrashTheIPL campaign that involved consumer generated video content. The idea behind this talk was to understand how videos have become the way forward for FMCG brands to easily connect with the audience. The success of #CrashTheIPL campaign could be contributed to the strong cross channel promotion – yet another game changer in the advertising space. Hence, brand managers should also explore highly integrated digital + TV campaigns, as both of these channels are here to stay.

Apart from these expert sessions and case studies, there were also discussions on various trending topics in the digital & social space. Social Media 3.0 also witnessed a bunch of digital enthusiasts who actively participated in Twitter & Instagram contests conducted during the event.

Were you a part of this digital media conclave and have more stories to tell?
Write to us about your experience in the ‘Comments’ section.

Top 10 tools for Instagram

Instagram allows companies to tell a visual story, to develop brands and to be engaged with customers. But just 28% of marketers currently use Instagram for their businesses. Popularity of Instagram in Google Trends shows a really fast growth for the last years.


So it’s time to start with Instagram marketing. Here is a list of top 10 tools to help your business to build, manage and grow a strong presence on Instagram.

  1. Iconosquare 

Iconosquare is one of the leading analytical tools for Instagram. It allows you to manage your Instagram activity, analyze your performance and engage your customers. With this tool, you can track which top hashtags are being used on Instagram, get detailed dashboards with graphics on engagement with users and use comprehensive tools including functionality to create contests.


  1. Schedugram 

Is Instagram a part of your social media marketing? Schedugram, a startup in Australia, is an excellent tool for Instagram users and social media managers to manage multiple Instagram accounts. Instagram was designed as a mobile tool, but Schedugram gives the opportunity to post pics from your desktop or laptop. It allows you to schedule your posts and post photos as well as videos. You can also edit your pictures, including cropping, adding filters, adding light and saturation properties and other cool effects before posting.


  1. Repost 

Repost app is a good tool to make customers feel involved and appreciated. This application allows brands to demonstrate their user-generated content. Search a photo you like and easily repost it. You can find your customers by hashtags and follow them. Appreciate your customers by mentioning them on your page, to earn customer loyalty.


  1. Like2buy 

Like2buy is “Instagram’s missing link”,  a tool to sell products on Instagram. This app gives an opportunity to drive traffic and revenue from Instagram. Like2buy transform images into gallery of products, available for purchase with a click. User should clicks on the link and it will take them to a page of the brand’s featured products.


  1. Tapshop 

 Tapshop also helps your Instagram followers in shopping. With Tapshop, you can make any image in your brand gallery shoppable by adding a product or category page link. Once your fans find a custom page of their desirable products, they will get an email with direct links to your product pages.


  1. Wispond 

Wispond is Instagram Hashtag Contest App. Gather Instagram photos and showcase them in a voting gallery on your Facebook page, website or mobile. Invite followers to submit their photos from Instagram and vote on their favourite ones. Add Instagram contests into your marketing plan to give your channels a viral impulse.


  1. Flipagram 

Create, share and discover fun photo-video stories along with your favourite music! Flipagram allows you to make slideshows, musical videos, stop-motion effects and more, with millions of free music clips for your Instagram page. You can demonstrate how one of your products can be used in different ways or create a slideshow with interesting photos with your team. The more pictures you have, the better the effect.


  1. Piclab 

Piclab is a tool that allows you to add text to your pictures. If you want to have written information on our images this is a perfect programm to do it. Choose from different fonts, shapes, put stunning filters and photo effects, and add a collection of textures, borders, patterns, and more to your photos.


  1. Hyperlapse 

Hyperlapse is owned by Instagram and creates beautiful time lapse movies. Capture video, choose the acceleration (from 2 to 12 times) and the program will do the rest for you. The video helps in making a nice video that is easy to share with your followers.


  1. Instagram for Business 

 Instagram for Business is one of the best places for businesses to find tools to grow their brands. The Instagram for Business blog has tips, brand spotlights, case studies, and news from Instagram. Use Instagram’s visual language to create your visual story and drive business growth.

Insta for business

Instagram is a powerful tool to connect with consumers and build a community. The key is to stay authentic to your brand and create content and engage with your customers. This will ensure that users not only “follow you” on Instagram, but also become your brand advocates.



Top Platforms to discover Influencers for your Brand

With the quick rise in demand for Influencer Marketing, there is a need for tools and platforms to aid brands identify the right influencers and engage them. Many platforms have cropped up that either aid you to identify the influencers yourself via a DIY tool or connect you to the right influencers for your brand based on your requirements. Some of them are free while others are either freemium or paid platforms. Let us take a look at the top platforms to discover Influencers for your brand and help you connect and engage them in your marketing campaigns.


1. Klout

Klout is one of the most well-known tools in the Influencer Discovery and Engagement space. Launched way back in 2008, it analyzes the social network presence of an individual to arrive at Klout score. Last year, the tool was updated to serve as a content curation and content discovery platform for users.

Main features:

  • Research, segment and manage influencer lists
  • Quick overview of the social influencer of your brand’s potential influencers
  • Perks program feature to engage influencers (in Klout for Businesses)
  • Amplify reach via native ads (in Klout for Businesses)
  • Keyword search for influencers, though the functionality is not as advanced as others

2. BuzzSumo

BuzzSumo is a paid tool that offers content marketing plus influencer identification on a single dashboard. Quite useful for content marketing by brands, it allows you insights into what type of content works best in your industry / target audience. There are multiple subscription plans available based on requirements of your brand, with the basic plan starting at $79 per month.

Main features:

  • Topic Search for the most popular content being shared
  • Research and track influencers based on keywords & hashtags
  • Influencers search has an option to segregate influencers based on different profiles like bloggers, journalists, etc.
  • Option to export data(csv/xls) for deeper analysis

3. Kred

Kred is a paid tool for influencer measurement that helps you to identify and engage with influencers based on its Kred Scores. The metrics behind the Kred Scores is more complex in comparison to Klout. The platform provides two types of score- the main Kred Influence Score and the Kred Outreach Score.

Main Features:

  • A more comprehensive scoring system that takes into account all aspectsofinfluencer activities on Twitter to arrive at the synopsis of an Influencer’s influence
    • Kred Influence Score based on followers, retweets, mentions and replies for a profile
    • Kred Outreach Score based on the frequency of the tweet/retweets, replies and mentions
  • Community level influencer filtering like sports, technology, marketing, etc.
  • Additional services like Rewards Service and Email Marketing to engage influencers

4. FollowerWonk

A simple tool from the house of Moz, FollowerWonk is a search engine & analytics tool that focuses exclusively on Twitter for Influencer discovery and tracking. Rich engagement metrics and competitor influencers following are some great insights provided by the tool.

Main features:

  • Twitter Profile Search based on parameters like bio, location, name & url to help you identify influencers based on your requirement
  • Breakdown followers based on Follower count, tweet count and authority
  • Audience Comparison Tool that allows comparison of profiles to check audience overlap and mutually exclusive audience vis-à-vis your competitors
  • Visual infographics and interactive charts for your tweets, followers and RTs
  • Export reports for future reference

5. Keyhole

Keyhole is a freemium Hashtag tracking tool to discover content & influencers associated with an event or campaign on social media. It can pull-out influencer profiles, conversations and top trending content using a particular hashtag.

Main features:

  • Currently available across Twitter & Instagram
  • Detailed insights such as top influencers, recent conversation sources, top links/sites & top posts
  • Easy exporting of any data to your clipboard
  • Additional features like Audience Intelligence Reports for paid subscription users

6. Influencer is one of the leading influencer marketing platforms with more than 5000 influencers listed on the platform. The platform offers brand influencers across a wide range of categories such as lifestyle, fashion, sports, travel, healthcare, technology, etc.

Main features:

  • Tracking and identifying the right influencers for your brand
  • Campaign ideation and Influencer engagement
  • Customized Campaign Analytics and Tracking reports
  • Content marketing and amplification
  • Strong influencer network for the Indian market

7. Topsy

Topsy is an interesting tool that allows you to track the influencers who are sharing a specific piece of content – it can be your competitors article, link or a tweet. It allows you to pull out all users who share a content relevant to your industry and automatically filter the most influential sharers. It supports upto 10 different languages that includes English, French, German and Spanish.


How to Leverage Instagram for your business: A marketing guide


If your brand has visually appealing products or a unique story to tell, there cannot be a better stage than Instagram. From luxury brands to media houses to automotives, each have carved a niche of their own and are leveraging Instagram for their businesses. In fact, automotive brands are the most engaged and well-represented. Lot of marketers contemplate whether Instagram can be an effective social media platform for their brand? Even if many marketers want to leverage Instagram for their business, they lack a quick guide that has the tips to build a successful presence on Instagram.

According to a McKinsey study,

  • 75% luxury shoppers carry smartphones
  • 86% brands among the Interbrand 100 have an Instagram account
  • 45% of these shoppers’ purchase decisions are influenced by digital content

A quick look at the above stats convey the fact that 50% of the sales funnel can be readily delivered to potential customers even before they step into your store. This raises an important question: does the might of premium luxury brand correlate to the might on digital platforms like Instagram?

Luxury & retail brands are way ahead of the pack: A Case Study

Hermes, that promotes a lifestyle rather than products, have leveraged videos, short poetic films on Instagram that strikes profound luxurious experiences. For brands like Gucci & Louis Vuitton, the majority of posts revolve around showcasing new collections and designs and getting engagement for the same. In many cases, they have also leveraged digital influencers to promote the products by tagging them and showcasing shots taken by them. Tiffany is another brand that a strong following on Instagram that is just not nominal. The strength of relationship can be gauged from the fact that the engagement on follower base is the highest among the brands mentioned. Let us look at some top tips to help build a strong Instagram presence.

Top 6 tips for deriving maximum returns from your Instagram presence:

1. Long captions aren’t a big NO! 

Including hashtags, the average caption length on Instagram is 135-140 characters which marks a significant focus from brands to avoid long captions. But there is no apparent proof of lower engagement rates for posts with lengthier captions as long as it adds to the visual story of the post.

2. Hashtags rule the roost! 

Hashtags allow access to specific interest groups and they are a great way to mark content that are discoverable organically. Instagram allows up to 30 hashtags to be used, and studies show that posts with at least one hashtag get ~12% more engagement. Then, there’s no reason to shy away from using them.

3. Caption content is a NECESSARY integral!

@mentions generally results in more engagement underlying the fact that though the caption length may be immaterial, caption content definitely matters.

4. Geo-tagging boosts engagement 

The posts tagged with location gets ~30% more engagement when compared to their orphan counterparts because there are multiple apps and 3rd party discovery tools that allows location-based searches and content discovery.

5. Videos ≠ Photos 

It’s good to mix the content form and it’s true for any channel. On its own, videos are a great form of content but cannot replace photos on Instagram. Hence, it’s suggested to focus on photos as the central pillar of your Instagram strategy.

6. Call-to-Actions are important

A simple CTA like “select the design you like most” or “Tag your friend who would like this” would be ideal to help boost the number of comments and tags your post gets. The virality of your post has an exponential relationship with the number of comments and tags you get.

Instagram is cool, but it isn’t for our business! 

Does this quote have any resemblance to your boardroom discussions on your marketing strategy? The apprehensions are misplaced.

If your brand doesn’t have glamorous models to endorse your product or a Louis Vuitton bag to display, then does your brand have a place on Instagram? The answer is YES. There are ample examples of brands who lack stunning images but have succeeded in creating an engaged audience on sheer basis of their creative prowess and evoking original content.

From Google to conglomerates like GE to tractor manufacturers like John Deere, most brands are fast coming on Instagram and have many have quickly built an engaging community around their brand. In fact, General Electric is one of the biggest B2B companies on Instagram with ~180000 followers.

Intel definitely needs a mention considering the impressive posts that showcase their products and common problems to solve using technology. This gains good traction as it’s not just hard-selling Intel’s products. In recent times, Instagram has emerged as an effective platform for the hospitality industry with players like Raintree Hotels leveraging geo-location tracking to get walk-ins & bookings.

Measurement: The final frontier

Whether your brand is new on Instagram or have built a strong presence, measurement is an essential part of the strategy to optimize the efforts and extract maximum returns on your investment. Some of the metrics that can help you in this direction are:

  1. Total Engagement

The total engagement is the sum of likes and comments garnered by your posts. This gives basic insights on how well your strategy has worked to keep your audience active.

  1. Engagement per Post

When some posts get impressive engagement while others fall flat, this metric can work as a good measure to optimize the content being pushed on the basis of what is working well with your audience.

  1. Interaction Density

In a given time period, the total engagement gained divided by the total followers shows engagement as a %age of followers; which can be used to study the period-on-period impact of your strategy.

  1. Hashtag Volume

This is only applicable in case of unique hashtag campaigns with affinity to our brand. In such cases, it’s a fair measure of how ‘viral’ your campaign has been.

  1. Total followers

This is an important metric to track the popularity of your Instagram account. The higher the number of followers, the better the chances are of gaining engagements on your post, thus boosting the other metrics discussed here.

  1. Follower Sensitivity

It’s the rate of growth of followers, period-on-period; that can act as an essential measure to track the best performing campaigns and content types.

In case you would like any other information to be included that can be helpful for marketing businesses by leverage Instagram, please do let us know your thoughts as a comment to the post. We shall be more than happy to explore your feedback.

Popular Influencer Marketing Campaigns in India

The latest buzz word in the digital marketing world that is steadily catching up with brands is ‘Influencer Marketing’. Western companies have leveraged this strategy of marketing for the past few years and the trend is quickly catching up with Indian brands as well. Brands in India have actively come up with successful influencer campaigns for the past 2-3 years.

What is Influencer Marketing?

Influencer marketing is a term that has risen from the realization of brands about the power, peer influence and customer recommendation has over other forms of marketing. Especially in a time, where consumers have started using social media in huge numbers and have been public about their views about brands and products. Brands have realized that people are largely influenced by second-hand information from opinion leaders and this has led to a lot of brands identifying top influencers in their respective fields to try and reach out to consumers better.

Once brands have identified Influencers in their particular domain, it is important that they find a means with which they can connect to them and make them speak about the particular product. The engagement plans have to be well thought out and shouldn’t look too commercial. Here are a few popular influencer marketing campaigns in India, that companies have used to engage and leverage the power and reach of influencers.

  1. Lenovo Yoga 2 tablet – YoGa2bFree

One of the top influencer marketing campaigns in the country came from Lenovo for their Yoga 2 tablet range. Lenovo hired four famous twitter celebrities namely film critic Mihir Fadnavis, gadget guru Ankit Vengurlekar, actor Ashwin Mushran and food blogger Kalyan Karmakar. Rather than using these four influencers to simply do the customary sharing of features of the tablet, they were actually shown being trapped inside a box.

The campaign invited consumers to answer questions and find clues that could help free their favorite Twitterati. Participants who answered all their questions rightly would win a free Yoga Tablet. 

  1. Launch of Cadbury Glow

 A few mid-range twitter influencers along with Bollywood fashion and lifestyle blogger Miss Malini were roped in to promote Cadbury Glow which targeted the super-premium chocolate market. The campaign focused on the key aspect of Cadbury Glow which allowed people to share personalized notes, songs, photo albums and videos along with it.

One of Miss Malini’s friend made a video for her and shared it on twitter which she retweeted bringing in a lot of traction towards the product.

  1. Philips Air Fryer 

Philips had introduced its latest kitchen appliance Air Fryer in 2012 and there were very few who knew its application and use. It allowed deep frying of a variety of food items with 80% less oil consumption. Despite such a huge feature, the Air Fryer remained relatively unknown in the market.

This is where Philips along with its digital agency Ogilvy One roped in Sanjay Thumma who is known for his cookery channel on YouTube called Vahchef. The campaign started a six month long show called “Philips Superchef” that managed to create a lot of awareness amongst consumers.

  1. Colgate Charcoal Toothbrush 

Colgate launched its new SlimSoft Charcoal Toothbrush and decided to bring it into public view using an innovative and unique campaign. The campaign was for 3 days where key influencers targeted by Colgate were sent an item that was completely black in color each day. The first day was a black mug followed by a WhatTheBlack Times newspaper and on the final day the black charcoal toothbrush.

At the same time Colgate also started a #WhatTheBlack contest on Twitter where bloggers and top Twitteratis had to write their top 5 black things without actually revealing anything about the brand or product. This led to a lot of speculation among consumers who came up with a variety of guesses as to what the product was going to be. These two campaigns brought about a great deal of attention to the debut of the Charcoal Toothbrush.

  1. The Madras Song 

The Madras Song was released by the Murugappa Group to celebrate the 375th anniversary of Madras. Murugappa Group teamed up with and roped in bloggers from diverse fields to blog and talk about the song. The song went viral and within 5 weeks generated almost 2.5 lakhs views.

Twitter hashtags like #FavMadrasMemory and #Madras375 Celebrations were created which turned out to become very popular among Chennaites.

  1. IBuyFresh

IBuyFresh’s campaign to reach out to its audience interested in cooking & recipes online invited influencers to visit their warehouse and blog their experience to help spread the word. The campaign received attention from local bloggers in the respective field and helped a great deal in popularizing the brand among consumers.

  1. Raintree Hotels

Popular luxury hospitality chain Raintree started an interesting influencer campaign to promote their recently renovated hotels. They invited top travel bloggers to stay and share the experience to fellow travel enthusiasts following them. The campaign worked remarkably well in letting people know about the renovation and the various special services offered.

  1. Opera Coast Campaign 

Opera’s latest browser, Opera Coast had features that would change the way people would use a browser in the iOS. The browser was designed without an address bar, forward and backward button and other features that made it completely unique from any conventional browser.

The campaign used kinetic sand which is a soft, stretchy and non-sticky sand that can be used to make innovative shapes. The brand identified a particular set of creative professionals as influencers which included artists, media & ad folks, illusionists, entrepreneurs and musicians. Each of the influencer was sent a surprise package containing kinetic sand and a personal note asking them to spend time making something with the sand.

The influencers pleasantly surprised by the package, shared their experience about the iOS browser and also how they liked the surprise campaign.

  1. Ford India Campaign 

Ford launched Ford Fiesta Powershift Automatic via social media to promote the ‘Real People, Real Experience’ approach. It invited auto enthusiasts in the country to drive the newly launched car and thereby prompted them to share their experience through their respective media.

The event was held in Buddh Racing track in Noida and the track was specially designed for drivers to discover the key features in the car. The list of people included bloggers, businessmen, photographers and designers who were all known to be auto enthusiasts. The campaign drew a lot of attention from people across various social media like Twitter, Facebook etc.

  1. Allen Solly #ShootforSolly 

To promote the brand’s entire chino range, Allen Solly came up with the #ShootforSolly campaign. The brand handpicked 22 people across 7 cities in India consisting of 11 eminent personalities and 11 budding photographers.

The models were asked to pick up a pair of Allen Solly chinos and shirts and then coordinate with the selected photographer for a photo shoot to be planned completely by the model and photographer.

Allen Solly not only managed to make the 22 influencers talk about the campaign, but also created a buzz about the chinos and how they suited different styles and body types.

All these campaigns focused on the essential aspects of Influencer Marketing. They targeted the right influencers and built a campaign that would naturally make influencers directly or indirectly endorse their product. These campaigns are excellent examples of Influencer Marketing done right.

Click here to launch your Influencer Markerting campaign in India

Top 12 Digital Marketing Blogs in the World

“In digital marketing, if you stop learning, you die!” For all those who work, think & breathe digital, this holds true. Digital Marketing is a dynamic, ever-evolving and fast space. This space is so rapid that each day brings along a new lesson, a new idea, and a new angle. The best part is there is always scope for more learning, henceforth, improvisation. And for a digital marketer, the learning curve never ceases to be.

Here’s a compilation of a few learning sources from around the world that can help you stay up-to-date with the digital media trends –

1. Moz Search Engine Optimization can often seem like a trailing game for marketers who don’t have the amenity of a dedicated search engine team. In a cut-throat competitive scenario, SEO techniques and great content often become the shining knights in armors and it is required for the marketers to keep themselves updated with the ins and outs of the SEO ranking. Moz blog is one such explicit resource that helps to brush up on topics that underlie many routine activities involved in the digital practice. The blog encompasses everything related to content marketing, search engine optimization, latest updates by Google, responsive design, and building communities. Whiteboard Friday blogs are something my team and I look forward to since there is plenty to take away from Rand Fishkin’s juicy insights on interesting SEO & Content Marketing topics every week!

moz-whiteboard friday


2. Convince & Convert The name says it all! Their blog section is more like a splendid guide to digital marketing and they definitely help in improving social media and content marketing strategies because of all the abundant data which is based on audits, strategic marketing plans, guidelines for content and social media marketing. The best part about the blogs that are shared is that they are entirely focused on helping businesses grow online. Topics like “How to get heard in a noisy world” , “5 simple tweaks to optimize your form conversion” , “How to turn B2B prospects into customers” etc. explore the whole wide area of the digital space to the online marketers and help them understand what could be done better to gain conversions.



3. QuickSprout Founded by Neil Patel, one of the top 10 online marketers in the world the blog offers all that can be instrumental in revenue growth. Neil is a web analytics and conversion expert and also the co-founder of Crazy Egg, Hello Bar and KISSmetrics. The blog has a lavish range of case studies loaded with interesting web insights, all focused towards manifold increment in web traffic and conversions. Here’s one for reference which we found extremely interesting –


4. Social Media Examiner One of my all-time favorite posts from this social media focused blog forum would be the one which is titled “26 Creative Ways to Publish Social Media Updates”. The reason being that brands struggle to produce innovative content for social media and this article displays 26 different ways one can approach storytelling on social media. Social Media Examiner is an excellent content source for outstanding tactical coverage of all things social media from Mike Stelzner and his brilliant team.


5. Hubspot The inbound marketing blog showcases anything and everything related to marketing and sales. The articles delve into precise how-to-topics and the trends that hover in the industry. When you are looking for specific marketing solutions/answers and are looking to adopt new ideas and practices, stop by hubspot! We recently came across a blog from Hubstop “How to Grow your E-mail List by Running a Contest” and tried applying the key points to one of our campaigns whose main aim was to build engagement whilst compile a brand new subscriber database and guess what? It works!


6. Content Marketing Institute This is the dynamo of content marketing industry. The multi-author editorial team delivers informative content and tactful insights daily for the advanced content marketers around the globe.

content marketing institute

The above featured blogs showcase how content marketing can do so much more than just getting people interested in reading your content. We believe that great content eventually leads to business generation and the kind of insights available from Content Marketing Institute helps us think through our content strategy and improvise it on a regular affair.

7. Search Engine Land Owned by Danny Sullivan, a leading SEO expert in the online marketing space, this is the best venue to grasp in-depth information about SEO, SEM and social media. As digital marketers, we indulge in a lot of advertising online through social media channels and Google. But the key lies in constantly improving and optimizing the ads to get conversions at the best possible prices. Search Engine Land offers information in abundance that revolves around how Google works and search engine marketing. Some of the popular blogs are as follows.

search engine
8. Jeff Bullas is a blogging prodigy and a social media marketing genius. All his blogs are about ‘everything social media’ and e-mail marketing and have straight-forward approach of sharing information that can be extremely viable in driving the businesses towards an optimum visibility online. He was titled by Linkedin as a “Top Social Media Expert You Need To Know” and he has also made it to the Forbes’ Top 40 Social Marketing List. Some of his most interesting blogs are around how visual media works best for tapping your audiences and why is it necessary to be visually appealing on digital media.



9. Simply Measured It is pretty simple with the kind of information Simply Measured has in store for the readers. Strong information backed with data insights and powerful social analytics is what the blog provides which is required by businesses to help them grow.

Simply Measured

The type of information and content available at Simply Measured helps us stay updated on what’s new in the online space  and how it could be beneficial to us. For online marketers to understand how a new discovery can be used to it’s full potential to build leads and the brand, there is no other venue better than this one.


10. Audience Bloom Audience Bloom is a hub for data and content that is productive in nature. The content has great in depth information about various social media and SEO tools that can be extremely helpful in staying up to date with the digital trends.

Audience Bloom

The reason why my team and I go gaga over the posts shared by Audience Bloom is because apart from the usual digital mantras, they also cover topics that are realistic in nature and help digital marketers as individuals in expanding their knowledge horizon. I as a social media manager, of course have some favorites like the ones mentioned below –



11. Youtube Google Business Channel A splendid forum for knowledge sharing and google insights in the form of video blogs makes it more interesting for the viewers. The blog contains multiple videos about how Google functions and tools that can helpful in leveraging Google products.

Youtube google+

What could be better than watching videos and accumulating knowledge? A couple of recommended videos would be “Promoting App Installs With Ad Words” and “Online Branding – Win Customers In a Moment”.


12. Campaign Asia Campaign Asia is an authoritative voice of media that showcases and highlights the emerging trends in the digital world.

Campaign Asia

Stay up to date with the giant marketing trends and do what’s best to stay ahead of the race in the digital world with the help of these tidbits. We are on it! If there are other blogs that you follow please do share them with us!