YouTube Stories: A brand new effective tool for community engagement

YouTube is going the extra mile to maintain its position as the world’s second most used search engine with the introduction of their Instagram-like stories feature, available exclusively on mobile. According to YouTube Brandcast 2018, 225 million active Indian users access the platform through their phones on a monthly basis, making this feature the need of the hour. However, though the concept is similar to Instagram Stories, there is a significant number of differences between the two. To begin with, YouTube Stories last for seven days and appear on the feeds of both subscribers and non-subscribers. Also, the comments and reactions to the posts can be viewed publicly, increasing community engagement on the platform. Brands find this feature very convenient to showcase teaser videos of upcoming collaborations or put up making-of-the-video snippets. Intrigued to know more? Read on!

How to create a YouTube story?

YouTube stories are a great way to connect with your target group on a more casual note. You can create a YouTube story for your brand by signing into your YouTube account and tapping the camera icon and choosing “Story”. Then, you can either record a video by holding the capture button or put up a picture by tapping on it. You can also upload an existing video or photo from your gallery.

How to create a YouTube story?

There are a plethora of tools available to edit your story as well. You can trim your video, add background music, text, stickers and video links. Not to mention, you can also choose from a wide variety of in-built filters to enhance your story.

Where can stories be viewed?

The stories put up by your brand can be viewed on the stories tab of your page. Though they can be accessed by the public, it is highly likely for them to feature on the subscriptions feed of your subscribers. Additionally, non-subscribers can directly subscribe to your channel through your story, making it convenient for both content creators and viewers.

YouTube Stories can also be used as an effective tool to measure engagement and reach. Brands can keep a tab on the total number of views and comments each story has garnered. You can also see the total number of views generated by all your stories. Your viewers will not have access to this information, making it a useful instrument to customise your content according to the number of views generated.

How to respond to comments on your story?

You can easily respond and moderate comments on your YouTube Story by going to your stories tab and tapping on the comments icon. If you would like to highlight the comment in your next story, tap on the “Reply in Story” option available under each comment. You can respond with a video or a picture by simply recording or uploading the same, and tapping on “Post”. Your comment will appear in the form of a sticker on your story. It can either be pinched to resize or dragged to be placed in a desired location.

How to respond to comments on your story?

Videos are undoubtedly one of the biggest digital marketing trends of 2019 and are here to say. YouTube Stories are only going to fuel this growth further. Whether you are a leading real estate developer, a financial giant or a top pharmaceutical company, it is time you leverage the community engagement of YouTube Stories and tell your brand story.

For more tips on how to rank your videos, read our in-depth article: YouTube SEO Tips: The Secret Sauce to Ranking Your Videos in 2019.

Digital Marketing for Pharma: Why Your Brand Can’t Afford to Neglect It

Digital marketing will be the next frontier for pharmaceutical companies as many of them are scaling up their consumer businesses and introducing an array of consumer brands. Traditionally, marketing innovation in the pharmaceutical industry has been stunted by heavy regulatory restrictions. Historically, pharmaceutical companies have had little to no interaction with their end-users-patients-since they depended entirely on their health care providers for medical knowledge and advice. With the digital medium democratising information in every sector, however, there is a huge opportunity for the pharma industry to develop patient-centric strategies and transform their fundamental business models. In fact, as patients become more digitally-savvy, the lines between pharma companies and patients will most likely become increasingly blurred. Digital marketing for pharma and healthcare will undoubtedly become the key differentiator for brands charting out a futuristic growth strategy.

There are five factors which make digital marketing for pharma companies essential.

Patients are better informed

Patients are not just passive recipients of prescriptions anymore. They are playing a more active role in their healthcare, researching various drugs and exercising their right to make the final decision about their health. This easy accessibility of information has both a negative and a positive side to it. On one hand, it means patients are more educated about their health than ever before. This empowers them to take more informed decisions about their health and fully understand side-effects that various drugs can have on their body. On the flip side, however, all information isn’t necessarily accurate information. To counter this, digital pharma strategies can help brands develop authority by providing patients with accurate, reliable information. By building a strong presence online and answering queries that patients might have, pharmaceutical brands can also develop a closer connection with their audience.

Shift from ‘patients’ to ‘consumers’

As a direct consequence of accessibility to information, end-users for pharma brands might soon be perceived as ‘consumers’ rather than ‘patients’. Marketing solely to health care professionals will not be viable in the long run as these might not be the actual consumers in the future. Armed with greater awareness, patients are in a better position to request or reject specific brands. The consumerisation of healthcare means that pharma companies will need to take a larger step towards consistently engaging users throughout their journey, ‘in good times and in bad’. Developing a strong and trustworthy brand image through digital pharma techniques has never been more important.

Transparency is forcing greater accountability

One patient’s experience with a drug no longer operates in a vacuum. The ability to track key physiological responses, progress and efficacy of medication (made possible through wearables and the interconnected Internet of Things network) has given individuals greater visibility into their healthcare. If they have a negative experience, they are very likely to share their journey publicly over social media and cause large-scale damage to a pharma company’s brand image. Unlike in the past, companies cannot control how much information about their product is available and how it is distributed. In this environment, digital marketing for pharma brands can effectively communicate the USPs of their drugs and develop a bond with consumers to win their trust.

New competitors are closing in

The pharmaceutical industry is unlikely to preserve the oligarchic market it enjoys today. With the proliferation of technology making user’s vital information more accessible, patient healthcare information is no longer in the sole control of healthcare providers. This has led to the emergence of new competitors in the pharma space -particularly from the tech industry. These digital pharma companies are moving beyond just drugs, providing patients with high-tech solutions that offer them greater visibility and control of their healthcare. Some of these include wearable activity trackers, ‘chips’, AI, VR and other potential disruptors in the space. If traditional pharma companies do not realign their strategy, they might not be able to compete with recent entrants to win the new age ‘consumer/patient’.

A wealth of data is available

With the huge volume of data available today, pharma companies cannot afford to neglect it. Brands can get a unique insight into their consumers concerns, behavioural habits and more. This data, that was previously unavailable, can help pharma brands build a more comprehensive digital strategy to engage with their end-users.

Top strategies in digital marketing for pharma

Since pharma brands have operated largely in the offline space, venturing into the digital medium can seem daunting. However, with these key digital marketing for pharma strategies, companies can soon start building a strong digital-first presence and engage with consumers to drive greater business results.

Content marketing

With the tight regulations and severe penalties that the pharma industry has to operate within, it comes as no surprise that most are hesitant to test out new marketing strategies. Under Indian law, companies are restricted from advertising drugs, with exceptions made in only a few cases. Content marketing is the ideal digital marketing for healthcare strategy as it can deliver long-term results without companies having to openly market their products. With the information-seeking mindset most consumers today possess, building a useful knowledge resource through content marketing can establish an enduring, positive brand association.

Pharma companies can use content in a number of different ways. The foundation of their content strategy, of course, should be a strong, comprehensive blog. The blog should cover a wide variety of topics that deliver value to readers. The focus shouldn’t be on using it as a purely marketing platform but leveraging the blog to build a community of engaged, responsive consumers.

Other forms of content marketing that pharma companies should deploy include:

  • Videos
  • Guides for consumers or healthcare providers
  • Industry reports

For our client, Dr. Mohan’s Diabetes Specialities Centre, we created a video based around the concept, ‘Winning @ 90’. This video celebrated patients who had triumphed in their struggle against diabetes and reached the age of 90. Through the emotional content, Dr. Mohan’s was able to build a closer connection with their audience on social media. The campaign performed phenomenally well on social media, garnering close to 2 lakh views on Facebook.

Search Engine Optimisation

SEO and content marketing go hand in hand; one cannot work without the other. Search Engine Optimisation a crucial component of digital marketing for pharma brands to gain visibility and organic growth. Ranking for important keywords demonstrates expertise in that field; a crucial factor for pharma companies to develop credibility among patients and healthcare providers alike. It ensures that visitors, which can include doctors and patients, land on the company’s website when searching for a related query. Why is this so important? Because on their website, a company has complete control over the accuracy of information shared and the brand image projected. Once on the website, users can be compelled to explore the content on it, watch videos, learn more about the service and even fill in an enquiry. This is an important technique for brands to improve the quality of digital leads generated.

Online Reputation Management

Unfortunately, the pharma industry has to deal with negative coverage and inaccurate information from niche groups. Left neglected, this type of coverage can do major damage to a brand’s reputation in the market. Online reputation management is the art of detecting negative coverage and charting strategies to tackle it.

One of the most effective ways to do this is by search saturation. This is just an extension of Search Engine Optimisation, but with a different purpose. Instead of ranking for branded keywords alone, companies should be vigilant about negative keywords related to their brand. After identifying them, brands should target the same keywords and create new positive content based on it. This way, they can ensure that negative coverage is kept to a minimum.

Build a comprehensive website

The one place where pharma companies have complete control over the accuracy of information shared and the brand image projected is on their website. Since both patients and doctors are looking to do intensive research before consuming or prescribing drugs, the website needs to deliver all the information they will require to make this decision. It should contain details about possible side-effects, benefits, recommended dosage amounts and anything else that might be pertinent. Details about clinical trials, in particular, are a very important feature to have on the website as they build credibility.

digital marketing for pharma

For IHHC, we developed an AMP landing page to improve a user’s experience with the ad and the website. Through this strategy, we achieved a 33% lower cost-per-lead as compared to previous campaigns.

Build a strong brand through social media

Social media is the core of any digital marketing for pharma strategy. With such a significant portion of their target audience and consumers present on these platforms, pharma companies cannot afford to ignore them. The approach for companies is slowly shifting from merely communicating the benefits of a drug to healthcare professionals and medical reps to developing an emotional connect with patients themselves. Facebook is the perfect stage for brands to humanise their brand and reach out to a wider audience on a more personal level. Marketing for most drugs on Facebook might violate their policies, however, digital pharma strategies can include promotion of wellness and lifestyle-related posts. Emotional content is also something brands can always bank on to resonate with audiences.

digital marketing for pharma

For Himalaya Pharmaceuticals, for example, we leverage Facebook as a tool for building awareness of certain products as well as of the brand as a whole. We do this through a series of informative, entertaining and emotional posts around topics our audience is interested in. As a result, the brand has achieved greater brand awareness through a highly engaged Facebook audience.

digital marketing for pharma

We also leveraged influencer marketing to generate awareness about their facial wipes. This helped us reach a much wider audience through over 150 influencers.

You can learn more about this campaign on Client Case Study: Influencer Marketing for Himalaya.

Nurture consumers through online communities

Social media, like for most other industries, is equally important in digital marketing for pharma as well. But unlike in a typical B2C, the winning strategy for B2B companies like pharma will be to use social media platforms for community building rather than for brand awareness alone. This strategy is useful to engage with both, physicians as well as patients.

The platform brands choose to focus on will largely depend upon their audience. To reach out to physicians, LinkedIn might be better suited as users are looking to broaden their industry knowledge and grow their network. Platforms like Facebook, on the other hand, can be a useful tool to get faster brand awareness among a wider audience. Brands can engage with users here through a mix of informative and emotional content to build a strong personal connect with them.

Chatbots

Chatbots have emerged as one of the biggest digital trends that is having an impact on every sector. As the technology gets more sophisticated, chatbots are beginning to sound more ‘human’ and are even proving to be more effective than actual humans. Pharma companies can use chatbots on their website as an innovative digital marketing for healthcare strategy to communicate directly with consumers, doctors or medical reps. They can be used to market their products and offer assistance on how to use them. ‘Virtual nurses’ can help patients maintain their prescriptions, book appointments with their doctor and even send them alerts when they need to take medication. To engage with patients on a more consistent basis, brands can even develop ‘health assistance’ chatbots to offer them guidance on leading a healthy and active life. Chatbots for doctors can give them information about a drug’s recommended usage, clarify questions and even direct them to research conducted for a specific drug.

Develop a multilingual strategy

Medical jargon can be intimidating and confusing for most patients. This is further compounded by the fact that much of it is in English; a language most Indians aren’t comfortable with. Pharma companies typically have markets that spread across geographical boundaries. To cater to this diverse audience, communicating to them in just one language might not be effective. A website can provide in-depth information, but unless it is in a language that the user understands, it serves no use. Adopting a multilingual approach is one of the most important pharma digital marketing trends to look out for. Offering content in a number of different languages on the website, blog and social media posts can help brands reach India’s next billion internet users. As 70% of Indians find content in their regional language more reliable (according to a report by Google and KPMG), using multiple languages can help pharma brands build greater credibility and inspire trust.

In order to use multilingual content to its full potential, it isn’t enough for brands to simply translate their existing content in various languages. Instead, they need to develop messaging specifically for various markets, keeping their desires, challenges and lifestyles in mind. This is why we have developed 22 Languages, a platform to create and amplify content in vernacular languages. The power of a multilingual approach will be the only way to reach the huge audience beyond India’s metros.

pharma

For Dr. Mohan’s Diabetes Specialities Centre, we created a series of posts in Tamil for the campaign ’10 Commandments of Dr. Mohan’s’. Since Tamil was the language a large portion of their audience was most comfortable with, the campaign outperformed many English language campaigns run in the past.

digital marketing for pharma

We also saw similar results when we ran Tamil campaigns for SIMS Hospital. Clearly, without a comprehensive regional strategy in place, pharma companies might not be able to gain adequate traction.

Digital marketing for pharma has the potential to completely change the face of the industry. Getting a head start and adopting a strong digital strategy will give pharma companies the edge they need to stand out from the competition.

WhatsApp for business in India: Everything you need to know

Since it first launched, WhatsApp has quickly taken over SMS as the most preferred form of messaging among Indians. WhatsApp currently has 225+ million users in India, which is around half of the total number of internet users in the country.  It a mobile app that’s here to stay in India.The growing number of Indians using WhatsApp can be attributed to the sudden drop in data costs and the introduction of low cost smartphones. Because of this, the app quickly became popular among Indians of all ages and economic backgrounds as it offered a free, simple way to connect with each other. But WhatsApp wasn’t just used for personal conversations among friends and families. For a long time, owners of small businesses like grocery stores and tailors used the app informally to communicate with their customers. Taking notice of this huge potential, WhatsApp launched WhatsApp for Business, a feature which can help brands engage with India’s next billion internet users. This new feature aims to simplify the process for SMEs (Small and Medium Enterprises) to connect with their customers.

How Does WhatsApp for Business Work?

WhatsApp for Business is currently only available as an Android app which can be downloaded for free from the Play Store. iPhone users will have to wait a little while longer until WhatsApp for Business rolls out an iTunes app as well. WhatsApp for Business is exclusively for business owners to communicate with their customers. In other words, businesses will use WhatsApp for Business to speak to their customers who will receive these messages on their regular WhatsApp account. To register on it, businesses will need a number that isn’t connected to their personal WhatsApp account. If you don’t have a separate business number, you will need to either get one or transfer your personal number to your WhatsApp for Business account. Once the app verifies your number, you can start setting up your business profile and begin communicating with customers.

Business Features Available

 WhatsApp for business looks almost identical to the regular WhatsApp, however, there are a few key differences. A number of tools have been added to the business app, facilitating easier communication for business users.

Business Profile

whatsapp for business

Once on the app, WhatsApp allows you to create a ‘Business Profile’ on your account that needs to contain important information such as your business’s email ID, contact number and address. There is also a location feature which allows business to locate their store on the map. Filling in this information will help users understand your business better. Over time Whatsapp also aims to verify each business and link their FB profiles as well, so that only authenticated businesses and stores can reach out to their customers.

Messaging Tools

Whatsapp messaging tools

WhatsApp for Business also makes it very simple to engage with your customers, even if your consumer base grows very large. The ‘Messaging Tools’ feature allows you to create message templates which can be sent out to your customers automatically. ‘Quick Replies’ allows you to set message templates to questions that your customers frequently ask, so you can easily respond to them. These include ‘thank you’ messages every time your customers order something or details about your products and prices. You can also set up ‘Greetings’ messages which are sent when you are first interacting with a customer and ‘Away’ messages which are sent when you are unable to respond to them at that time.

When Whatsapp for Business was first showcased to our team at the FB SME Council in India, it was made abundantly clear that it is not going to serve as a bulk/promotional messaging service. The intent is to provide customers the convenience to reach brands and vice versa. So its ideally meant to keep in touch with existing customers or leads.

Message Statistics Tools

Whatsapp Statistics

One of the key features WhatsApp for Business offers is an easy way for business owners to understand how well their messages are performing. For now, the current version of WhatsApp for Web offers basic statistics such as the number of messages delivered and number of messages actually opened. The data collected from these statistics can offer business owners invaluable information on the efficacy of their message strategies. This information allows them to identify the type of content their target audience will find engaging. This can help them come up with more targeted message strategies that will resonate better with their audience. While the current statistics offered are very straightforward, future updates of WhatsApp for Business might include more detailed statistical tools.

How Will This Affect Current Users?

One of the biggest hurdles that WhatsApp for Business faces is that non-business users might not like receiving business messages in their WhatsApp inbox. Most of our SMS inboxes are filled with promotional messages from businesses with barely any messages from our actual contacts. With the introduction of WhatsApp for Business in India, especially since it’s free, these businesses might start using WhatsApp instead to message people. Because WhatsApp is such a personal form of communication, the fear of spam is ever-present, with users expressing concern over their WhatsApp inbox also becoming flooded with promotional messages.

However, WhatsApp has ensured that it is putting the users first even with the introduction of WhatsApp for Web. If users are receiving too many messages from a business or they aren’t interested in the business, they can easily block the business or report it as spam. The rigorous verification procedure ensures that the business on the app are legitimate, reducing the chances of spam. WhatsApp is also introducing a verification badge against businesses if their WhatsApp for Business number matches the number registered against their business. This feature will help users understand which businesses are authentic.

How Will WhatsApp Payments Affect WhatsApp for Business?

After the success of an initial beta version of the service, WhatsApp launched the WhatsApp Payments feature in India for Android during early February of 2018. This feature is very similar to other digital payments services like PayTM as it operates through the United Payments Interface (UPI) and supports most of the major banks used in India. Once you have verified your bank account details, you can directly transfer money from your account to other users through WhatsApp.

WhatsApp Payments and WhatsApp for Business in India are two new features which can work together in synergy. It can enable small business to reach out to their customers who can then pay for their products or services directly through WhatsApp. Since the upper limit for the amount of money which can be transferred through WhatsApp Payments is set at Rs. 5,000, it makes its features best suited for SMEs. For example, using WhatsApp for Business and WhatsApp Payments, users can easily order and pay for their weekly groceries from the local convenience store. This can go a long way in helping small business improve their sales.

Other frequently asked questions

How does WhatsApp for business work?

As the name suggests, WhatsApp for Business works like a typical WhatsApp account but has additional privileges that are tailor-made for businesses. Aptly titled “WhatsApp Business”, the app can be downloaded from the Google Play Store. Once downloaded, you can register with a phone number that is exclusively used for your business. You can then stay connected with your consumers with interactive tools that let you respond to messages easily, sort your messages as per your preferences and automate your replies, among other functional tasks.

How much does WhatsApp for Business cost?

Just like the regular app, WhatsApp for Business is also free. The only expense you will face is setting up a distinctive mobile number that will be used exclusively for your business. You will need this to register your business on the app. However, WhatsApp may begin charging businesses in the future for these services.

How to apply for WhatsApp Business?

You begin by downloading the app titled “WhatsApp Business” from the Google Play Store. Once you agree with the terms and conditions, you will have to register with a phone number used exclusively by your business. Once the number is verified, you can begin using the app to stay connected with your consumers.

How to download WhatsApp for Business for iPhone?

WhatsApp for Business is currently available only on the Google Play Store. You will need an Android device to download and use it. However, the app is under development for iPhone users and will be available on iStore soon.

How is WhatsApp for Business different from WhatsApp?

Apart from it being exclusively designed for businesses, WhatsApp Business has a distinctive feature called “Business Profiles”. This tab helps consumers generate more information about the business such as the official email ID, website and store address. This tab also accommodates a small description of the business to give consumers detailed insights into the kind of products or services offered.

WhatsApp for Business also offers a plethora of handy messaging tools to make it easier for to interact with consumers by sorting messages, creating automated replies and designing frequentlyused templates for messaging.

What are the messaging tools offered by WhatsApp Business?

There are many messaging tools available in WhatsApp Business that make it easier for businesses to interact with their consumers. For example, you have a “Quick Replies” option to send instant answers to frequent questions. You can also create a template to greet your consumers with a greetings message or a thank you note. Additionally, you can create a customised “Away Message” to let your customers know you are currently not available and will get back to them shortly.

Apart from tools for easy execution, WhatsApp Business also offers statistical data of your messaging pattern. You can keep a tab on the number of messages sent, delivered and opened to give you a fair idea of how consumers are responding to your messages.

While WhatsApp for Business is still in its nascent stage, it definitely has the potential to explode in India. Evolving digital marketing techniques in tier 2 and tier 3 cities should definitely begin to utilise WhatsApp for Business in their strategies. For small businesses, it could prove to be an important tool to help them expand their profits in the face of growing competitions from larger corporations. We also understand that APIs to allow for managing larger number of conversations is on the cards so the future of Whatsapp for Business is indeed exciting.

Top Digital Marketing Events in India in 2019

Are you looking out for some really interesting, inspirational and power packed events? Attend some of the biggest marketing and digital marketing events in Mumbai, Delhi, Bangalore and other parts of India; that not just inspire but also give you an opportunity to network with the best marketers in the country. It’s an opportunity to listen to the finest in the advertising and marketing field – a forum that stimulates conversations and ideas around design, marketing, digital and more. You may also find it useful to read our book on digital marketing and view the Digital Bytes knowledge series on the Social Beat YouTube Channel.

Here’s a quick glance into our compilation of top marketing events taking place across the country in 2019.

IDMA – Indian Digital Media Awards

Exchange4media organizes the Indian Digital Media Awards since 2010. It has always encouraged contributors in the 360-degree digital media space to keep getting better with the transformations taking place in the industry year on year. For this, it recognizes their talents, appreciates and celebrates them through these awards. It has showcased the work of many contemporary digital professionals and rewarded them for their beautifully executed digital blogs and viral campaigns. This event in itself is a huge networking opportunity for every business professional to connect and grow.

Campaign India Digital Crest

Campaign India is back with the ninth edition of its awards on 5th Jun 2019 to honour excellence in digital advertising and marketing. Rechristened Campaign India Digital Crest Awards (CIDCA) in 2013, the property has evolved over the last nine years from its origins (as the Campaign India Digital Media Awards), to remain contemporary, relevant and inclusive of the dynamic changes in the digital ecosystem. It also features an award evening. Placing greater emphasis on ROI and effectiveness, significant changes were introduced in the jury composition in 2018.

Pitch CMO Summit

Exchange4Media group boasts of another event that it hosts, the Pitch CMO Summit. It is considered to be their flagship event which gathers some of the greatest marketing minds to discuss the latest, complex and challenging marketing trends in the global market scenario.  Every year, the event is theme-based. The theme for 2019 was “Reinventing Consumer Experience”.  At the Pitch CMO summit on 7th March 2019, leaders from the Industry explained how to concentrate on ‘the buy’, underlines the challenges, and highlight the opportunities.

Ad:Tech Mumbai

ad:tech is the original industry authority for marketing and media technology, where marketing, technology and media communities assemble to share new ways of thinking, build strong partnerships, and define new strategies to compete in an ever-changing marketplace. The 10th edition of ad:tech in Mumbai will take place on 13th and 14th November 2019. The summit will enable participants to explore the future of marketing and discuss the ever-evolving and complex landscape, focussing on how technology, data and content are helping brands win through superior Customer Experiences, regardless of the touchpoint.

Social Beat Digital Leadership Summit

Social Beat, a digital marketing firm present in 3 cities, Chennai, Bangalore and Mumbai conducts free events across these 3 cities.

  1. Digital Leadership Summit in Mumbai, Bengaluru & Chennai – This is a CXO event which brings together Business Leaders and CMOs to discuss how to drive business results through digital marketing and share innovation across Video, Vernacular Content, Voice, Artificial Intelligence and Virtual Reality. The business leaders and attendees would be from across sectors, including FMCG, BFSI, Real Estate, Entertainment, Education and Internet Businesses. The most recent Digital Leadership Summit was in Bengaluru on 26th Feb 2019. The one prior to this was on 15th Nov 2018 in Mumbai. The first edition of the Digital Leadership Summit was held in Chennai in 2016.
  2. The Digital Marketing Masterclass: Multiple editions of the Digital Marketclass have been conducted in Mumbai, Chennai & Bangalore in partnership with Google & Facebook. The last one was conducted in Mumbai on 21st April 2017 in partnership with Facebook India. With a packed audience, the event saw an insightful evening on how to approach digital marketing to build a brand and to acquire quality sales or leads.  It covered key points such as  Mobile First Marketing, Instagram Marketing, Art of Audience Targeting on Facebook and backed it up with a few case studies. An extremely informative and engaging event that should see a place at the top of your consideration
  3. Digital Chai Pe Charcha: Social Beat conducts a series of free workshops for startups called Digital Chai Pe Charcha, which allows first-time digital marketers to get a better sense of how to get ROI from their marketing efforts. After successful editions in Bengaluru and Chennai, it was also launched in Mumbai in 2017. The last event’s topic was on ways of getting ROI from Digital Marketing and the Charcha went on between entrepreneurs and marketers from across industries which were the major makeup of the audience. Newer and first of its kind strategies were unveiled along with some really interesting takeaways.

Streamcon Asia

Conceptualized by the online video analytics & marketing company – Vidooly, StreamCon Asia 2019 is a one-stop congregation for content creators, video platforms and advertisers from the online video industry in India. It is one of largest event of its kind in India with speakers and panelists from UC Web, Indigo Airlines, Eros Digital, Fab India, Oyo Rooms, Trent, Dailyhunt and more. It will also feature many content creators and YouTuber Influencers giving it a power packed event for anyone who is leveraging video content.

Indian Content Marketing Award & Summit

A niche awards night started by exchange4media in 2016, is now an annual summit. The last one took place on 7th September 2018. In the world of marketing, content has definitely changed the way marketers present their brands to consumers. As more and more brands choose creative content for engaging with their consumers, the need to stand out increases every minute. Indian Content Marketing Awards aim to promote and recognise this talent, expertise and hard work that go behind cracking breakthrough ideas & concepts to create exceptional brand stories.

The Content Marketing Summit is also going to have an Asia Summit in Mumbai in May 2019 so watch out for that too.

Adobe Symposium India

Adobe Symposium is one of the biggest Digital Marketing events in Mumbai. This event invites thought leaders in the field of digital marketing to redefine your experiences with Adobe partners. As their marketing promos claim – ‘Take it to another level, soar new heights like never before and extend your digital experience with courses straight from the Adobe Digital Learning Services’. Apart from these, there are several other reasons to attend this conference, including networking goals. This is the most sought-after experience for most digital professionals in today’s utmost competitive era and has been rightly defined as the event “Where digital marketing meets extraordinary experiences.”  Every marketer looks forward to making the most valuable connections with their digital marketing pioneers and peers and if luck may have it, then with the digital marketing veterans and Adobe leaders too.

The next Adobe Symposium in Mumbai is scheduled to take place on 16th April 2019 at Mumbai’s Grand Hyatt.

The Marketing Conclave

This is a grand event in Mumbai organized by the IAMAI (Internet and Mobile Association of India).  It is an endeavour towards establishing a great comprehension of the modern methods and mechanics of marketing.

Key highlights:

Major Speakers were MDs & CEOs of leading companies such as Group M and Pepsico, top marketing managers of Times Internet, Starbucks, HDFC Bank, Kotak Mahindra Bank, eBay and Renault amongst others. There were Panelists to take the conversations to another level.  The sessions were followed by networking breaks at regular intervals.

Topics of discussion revolved around Marketing in new age Digital India and around the globe that included:

  1. The new age brand’s marketing techniques that go beyond analysis in numbers
  2. Programmatic marketing
  3. Marketing on Mobiles
  4. Video Marketing as a part of Social Media Marketing
  5. Performance Marketing

Paul Writer Brand Summit and Hot Brands 2019

Spread across three cities, the Paul Writer Brand Summit and Hot Brands 2019 is in its second year. The summit will focus on brand engagement, content marketing and marketing AI as an emerging trend in the digital marketing landscape. The summit will also feature a special segment on upcoming brands and startups as well as celebrating those brands that have achieved massive growth and accolades the past year.

The summit will take place between 8:30 am to 6 pm in Bengaluru, Mumbai and Delhi NCR on February 8th, 15th and 22nd respectively.

Influence Now Communication Conclave

Since 2015, a two-city conclave has been organised by Reputation Today in the key metros, skipping the metro closest to the PRAXIS venue of that year. Having started in 2015 in Mumbai the conclave has seen 7 editions already. In 2018 there was one each in Gurgaon and Mumbai. Since PRAXIS will take place down south in Hyderabad, Bangalore will not witness the conclave.

DigiMarcon (Digital Marketing Conference)

It is The Largest Digital Marketing Event in India.  This conference generally takes place in September – October. This year it is scheduled to be held on September 4th and 5th, 2019 online. It is a Live Conference held as a response to the massive demand and the huge response it receives. Set your goals straight whether they are primarily aiming to reinforce customer loyalty, improve lead generation, increase sales, or even drive stronger consumer engagement, DIGIMARCON INDIA 2019’s agenda will enhance all your marketing efforts through perceptions of innovators and influential people. Pull up your sleeves for the sessions will enlighten you through remarkable insights through powerful talks on ways to build traffic, expand your brand awareness, improve customer service and finally know about today’s latest digital tools. A must-attend event that impresses you within 20 minutes, you can’t afford to miss it.

Content Marketing Summit Asia

CMS Asia is a premier not-for-profit event organized by the thriving marketing community across JAPAC and ANZ. This year the summit is being held in four different cities – Sydney, Tokyo, Kuala Lumpur and Mumbai. CMS Asia will features speakers and attendees coming together to explore and discuss the various facets of content marketing, emerging trends, best practices and innovative though leadership.

The South Asia leg of the summit will take place in Mumbai on May 8, 2019.

IAMAI Marketing Conclave

IAMAI introduces the 14th edition of the Marketing Conclave – Game of Marketing. A Game of Thrones-themed one-day conference, where the work of marketing gurus and professionals come alive. Its taking place on 5th December 2018. Jaime Lannister, Daenerys, Khal Drogo or the popular favourite Jon Snow – we have watched them, loved them but now it’s time to live the glory of the kingdom with a twist.

VdoNxt

The 3rd edition of VdoNxt Asia is India’s largest convention for those who live by the promise of digital video. Having taken place on 17th January 2018, it is the complete experience: listen and network at the conference; get in touch with the latest in technology at the exhibition, and celebrate the best work in digital video at the VdoNxt awards. The next edition will only be in 2020 and there is no event scheduled for 2019.

If you are based in Bengaluru, you may find it interesting to read our blog on Top marketing events in Bangalore.

Do feel free to comment below or reach out to us in case you feel any other event in Mumbai deserves to be a part of this list.

Social Beat wins for Mobile Innovation at Google Premier Partner Awards

Since becoming a Google Premier Partner, Social Beat has strived to push the boundaries in digital marketing to deliver the best ROI for our clients. We are happy to announce that after being nominated as a finalist for the Mobile and Display Innovation 2018 by Google, our consistent efforts have been rewarded! Social Beat has been selected as the winner of the Mobile Innovation Award at the Google Premier Partner Awards in Mumbai. This award is a testimony as to why brands need a digital-first marketing strategy.

Mobile Innovation Award

This marks the second consecutive year we have been awarded by Google. In the 2017 edition, Social Beat won the Display Innovation Award for our groundbreaking work with Casagrand. Google only chooses five agencies for this award every year and we are honoured to be one of them.

Mobile Innovation Award

About the client:

India Home Health Care (IHHC), a partner of BAYADA Home Health Care, is committed to providing high-quality care for the health and well-being of loved ones from the comfort of their home. Their team includes professionally-trained registered and associated nurses, medical doctors, medical care-takers, occupational therapists and attendants.

Objectives:

The objective for India Home Health Care was to boost their lead generation strategy to acquire better quality leads at the lowest price possible.

Challenges:

Some of the obstacles in our path to achieve this objective were:

  • There were too many competitors in the market that were bidding for the same keywords.
  • There was an increase in the average cost per click by 30% making it difficult for the company to engage with their audience and retain them
  • There are many restrictions in the healthcare industry such as retargeting. This along with competitors made it hard to reach out to the audience about IHCC.

Our Solutions:

To overcome these challenges, we had to think out of the box. Some of the path-breaking techniques we implemented were:

  • In order to achieve long-term goals, we came up with the strategy of launching AMP landing pages and increased conversions with the help of Google Optimise.
  • Through the SEMRUSH tool, we researched paid keywords that competitors were using and their creatives. This information was used to start a competitor search campaign and bid higher on their keywords as well as increase location bids.
  • We enabled RLSA with effective copies and bid higher for them to improve conversions.
  • Through A/B testing of campaign and effective ad copies of AMP landing pages, conversion rates increased to 0.24% in a short period of time along with low cost per lead.
  • Google Analytics is a very useful tool that helped us get useful advanced audience insights that were used for search and display campaigns.
  • The move from Last-Click model to the Position Attribution Model allowed us to understand the process more effectively.

Results

These strategies helped us achieve unprecedented outcomes for our client, IHHC. Our conversion rate increased from 2.16% to 6.17% with a page load time of less than 3 seconds and a 33% decrease in the cost per lead. After the implementation of AMP, the quality score of the keywords increased to 8/10 and conversions increased by 20%. 90% of the campaign was moved to mobile and this resulted in 95% conversions and a 16% click-through rate. The change to the Position-Attribution model allowed us to better understand the consumer decision making process.

We are proud of the hard work and dedication of our Social Beat team that consistently exceeds client expectations to achieve the best results for them.

You can also read our blog to learn more about How AMP lowered CPL by 33% for IHHC.

Scaling your business through Google – Digital Leadership Summit Mumbai

The second edition of our Digital Leadership Summit was a grand success with key insights shared by industry leaders from across the nation. Mr Omkar Rajadhyaksha – Managed Partners Lead, New Business at Google – was our first speaker who threw light on the strategic methods brands can take up to grow their business through Google in 2019 with focus on futuristic digital marketing trends to look forward to. Let’s take a look at the key insights of the session.

Summary of the session

  • A mobile-first approach is the way to go to reach consumers effectively.
  • Videos are the future with a 400% increase in consumption through mobile on YouTube.
  • Multilingual marketing is the need of the hour with 88% of users preferring vernacular over English.
  • Voice assistants have transformed the way consumers are searching for content online.
  • Brands need to anticipate the intent-rich moments in a consumer’s journey to push them to conversion.
  • Online-offline integration is key to capture the entire 360° of a consumer’s journey.

Scaling your business in 2019 through Google – Digital Leadership Summit

How has the digital ecosystem evolved?

A mobile-first ecosystem

With 650 million active Internet users in the nation, almost half our population is consuming content online. However, 7 out of every 10 Indians access the Internet through mobile, entirely surpassing the desktop and creating a mobile-first ecosystem for brands to leverage. To add to this, the introduction of Jio has led to a five times increase in 4G data being consumed, when compared to the 2G and 3G plans used before. This has contributed majorly to the online growth of brands. Though the nation is still lagging behind in terms of speed, the easy access to inexpensive data plans, coupled with the drop in the prices of smartphones, is a good start.

Video content is exploding

After Google, YouTube is the second most-used search engine proving that videos are the future. This platform alone has witnessed a 400% increase in video consumption through mobile alone. These staggering numbers only prove that organisations should leverage the reach of videos to tell their brand story. The most-searched genre is that of entertainment with the top searches being comedy clips and song covers. The other genres that are very popular are food-related content, how-to series and mobile unboxing videos that have also contributed majorly to the expansion of YouTube.

Regional content

The growth of regional content has been one of the biggest digital marketing trends in the past few years and is showing no signs of fading away. As per a recent Indian Readership Survey (IRS), each one of the top twenty publications read across the nation is in a regional language except for Times of India that ranked in the eleventh position. Furthermore, there is no surprise that the same behaviour is being translated online. As per a recent survey conducted by KMPG, a whopping 88 percent of online users said they would click on a multilingual ad rather than one that is in English.

Search and shop

Consumers are adopting innovative ways to search and shop, and voice assistants are playing a huge role in this aspect. As per a recent survey conducted by Google, 28% of queries are made by voice on search apps. Furthermore, there has been a 400 percent increase in Hindi voice searches ever since Hindi was introduced as a language on the assistant. There has also been a 63% increase in phone-unboxing searches, especially when the phone is bought online, with a 70% increase in price-related searches for smartphones falling in the range of Rs 5,000 to Rs 15,000.

Intent is everything

With digital and mobile merging together as one, the whole formula for brands to drive growth has evolved. Google closely observed the online behaviour of 100,000 active users and noticed that the marketing funnel is no longer just about awareness, consideration and purchase. It is filled with intent-rich moments of consumers when they make direct queries online, redefining the traditional funnel-like approach. The new-and-improved marketing funnel is now not as streamlined and has the potential of adopting an hourglass, diamond or a pyramid shape based on the intent-rich moments of consumers. These moments of intent, also known as micro-moments, play a huge role in either expanding or narrowing down the consideration set of the funnel. This proves that a consumer’s online journey is unpredictable and brands need to anticipate these micro-moments to target a custom intent audience.

Google’s digital utilities

So where does Google fit in all this? The world’s largest search engine has seven different products to offer based on utility. From Google Maps and Google Chrome to Gmail, these digital utilities are free and help in the day-to-day digital routines of consumers. They are updated regularly through machine learning and artificial intelligence to adapt to the lifestyle of the users. Furthermore, these products can be monetised to ensure your brand is present across the intent-rich moments of your consumers.

New products introduced by Google

TrueView for action form ads: YouTube has come a long way from a mere video platform to the cusp of performance and branding. Organisations can now drive performance through YouTube with TrueView for Action form ads that present the user with a pre-filled form along with the ad. This is a classic example of how brands can reach out to viewers during an intent-rich moment.

YouTube home feed ads: Just like masthead ads, YouTube home feed ads are plastered on top of the YouTube home feed every day, targeted based on the content consumption pattern of the user. These ads have the potential to create a billion impressions with 100 million unique ones pan India per day. They are all the more enriching since they are in video formats and are far more effective than search and display ads that are almost static today.

Display ads in Discover: Formerly known as Google feed ads, these ads are designed to look and feel native to organic cards for seamless brand placement on Google feeds. However, it is important to focus on the creative and the messaging of the ad and not go in for plain Jane designs.

Offline and online integration

A lot of digital-first brands are looking at brick and motor. Since the consumer journey has now altered the traditional marketing funnel with more research going into the consideration stage, online brands are adapting to this change with pop-ups and stalls to showcase their products. Even if consumers are completely convinced to buy your product online, they prefer visiting the physical store to experience the look and feel before investing. This proves that it is a merit to integrate your online store with offline sales to capture the entire 360° of the consumer journey. Users get influenced online and experience the product offline making it a win-win for both brands and consumers.

Key takeaways from the sessions

Focusing on business outcomes

Whichever sector your firm belongs to, marketers should hold their digital media accountable for business. Instead of basic digital metrics like the number of clicks and the CTR, you should also tie up your media spend to revenue, profit margin, gross margin and other business metrics.

Stop marketing to the average

It is time we stop considering the average value of metrics to measure digital performance. Instead, brands need to identify the consumers who spend more on online products and let go of the ones who are left over by your competitors. It is essential to look for profitable consumers who will build your business.

Automate everything

As the saying goes – the only thing that is constant is change! Google’s digital utilities work on automation to learn from the changes and provide higher ROI. It is safe to say that in today’s digital age, automation is the way to go. If not, your brand will definitely be left behind by its competitors!

The insightful session by Mr Omkar Rajadhyaksha was an eye-opener for leading brands and marketers. Whether you are a top real estate developer, financial giant, FMCG brand or a B2B organisation, make sure you adapt to the evolving digital ecosystem and grow your business.

 

 

A complete guide to digital marketing for real estate

Yes, it’s true. You cannot ignore the power of digital marketing, especially if you are a real estate developer. With potential homeowners using the Internet to research their future purchase, a strong and powerful digital marketing strategy is what will help real estate developers beat the competition. But with so much information available online, where do you start? We bring you a detailed and extensive guide to digital marketing for real estate to bring you one step closer to your marketing goals. Our guide covers:

  • The benefits of digital marketing for real estate
  • Digital marketing strategies for real estate developers
  • Integrated lead generation strategy for real estate
  • Power of social media
  • Digital marketing for real estate: A case study

Read More

David Appasamy named among the 50 most influential strategy leaders

The World Marketing Congress and CMO Asia recognised the 50 most influential strategy leaders around the globe at the Mobile and Digital Marketing Summit 2018 held on the 27th of November at Taj Land’s End, Bandra, Mumbai. We are extremely happy to announce that Mr David Appasamy – Head of Brand and Strategy, Social Beat – has been selected as one of the top influential strategists from across the world.

David Appasamy named among the 50 most influential strategy leaders

David has an exemplary career spanning over 35 years with several leading companies such as ITC Ltd, Mudra DDB and Sify Technologies covering Business strategy, Brand and Marketing Management, Digital Marketing and Audience Engagement. From 2006-2011, David was the Co-Chair for the International Chamber of Commerce’s Task Force on Internet, Telecoms, Infrastructure and Services. In 2010 and 2011, he was also part of the Multi-stakeholder Advisory Group (MAG) guiding the UN Secretary-General on Internet Governance.

The World Marketing Congress 2018

The 5th edition of the World Marketing Congress was held this year with the central theme of Futuristic Marketing. The conference covered various aspects such as digital initiatives, customer experience, advertising and branding. The conference also discussed the importance of linking sustainability with a brand’s identity and how to develop a sustainable brand by changing the dynamics of marketing strategies. Various industry experts also stressed the need for brands to focus on their marketing culture rather than only their products and services.  The other key aspects that were highlighted are the role of brands in empowering customers by using interesting engagement initiatives to create brand perceptions and nostalgic memories.

The 8th edition of Mobile and Digital Marketing Summit

This year’s World Marketing Congress also included the 8th edition of the Mobile and Digital Marketing Summit. This summit was organised jointly by the World Marketing Congress and CMO Asia. The main purpose of this summit was to discuss the future trends of digital marketing and the need for every brand to incorporate effective digital marketing strategies in order to establish a strong presence in today’s continuously evolving digital landscape. This summit was a great platform for industry experts to gather, explore, discuss and brainstorm ideas on formulating compelling strategies to reach India’s next billion Internet users using digital marketing tools, case studies and global practices. 100 marketing wizards attended the summit from across the globe including market research experts, brand strategists and media professionals to discuss and ideate the best industry practices.

You can also read our other blogs on the top digital marketing events in India in 2019 and the second edition of our Digital Leadership Summit.

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