4 ways insight-driven marketing can drive results on digital

Gone are the days when marketing used to be about intuition and gut feelings. Today, in a world where people use their phones for about 60% of their day, it’s extremely important for brands to understand what a typical day would look like in the lives of their consumers. What time would they wake up? What kind of breakfast would they prefer? Would they take a cab to work, ride a bike or drive their own vehicle? Where do they work? Do they come home to a nuclear family or a joint family?

The questions are endless, and while it may seem that brands are trying too hard to sell emotions rather than products, well it is true! Maybe it’s time to stop a moment and ask yourself, do you buy a product or do you buy the emotion attached to it? 

It is because of this very fact, that brands are paying a lot more attention to deriving insights into their consumers and their lifestyles. Insight-driven marketing is nothing but tapping into your consumers at the right time and place with the exact communication that they would want to receive. Insight-driven marketing can help you navigate your way closer to your consumer, and it also plays a vital role in formulating strategic business decisions based on the marketing insights you receive from your consumers.  

How Insight-Driven Marketing Can Help Build Your Brand

Get to know your consumers, as you’d like them to know you!

Understanding the demographics and habits of your consumers is not just a matter of numbers but is an art in itself. With an exhaustive insight-marketing driven approach you will be able to dive deeper into the following:

  1. What your consumers prefer,
  2. Which channels you will find them on,
  3. Are they likely to buy your products,
  4. Are your price points suitable to them,
  5. Do they resonate with your brand communication,

And many more such questions, which then allows you to optimize your marketing strategy to deliver the best results.

Here are an astonishing few facts that we found online from a study that dives deep into consumer behaviour – 

Did you know?

55% of people interested in grocery online are men

51% of women are interested in social and casual gaming

60% of men are likely to be in-market for jewellery 

56% of fathers online are interested in being a chef

Build your brand persona, one piece of communication at a time

Tapping into your consumer at the right time, using the right channel, with the right communication, can result in higher conversions, higher engagement and higher revenues in return. Many brands in today’s era are looking at diversifying their persona and communication, making it more personal and customised for their consumers. For example, a brand that’s available in Tier 1, 2 and 3 cities may want to communicate with their consumers in each tier differently, based on the kind of content each group resonates with, and the different channels each of them would be present on. 

Cross-sell and Upsell to add more value to your consumers

Knowing the consumer behaviour and patterns through first-party data is crucial, helping brands cross-sell and upsell products that may add value to the lives of our consumers.

Being able to track their behaviour and journey helps us dive deeper into whether or not they would be willing to purchase more products at even a higher price.

Product development and business expansion decisions

If a brand initially thinks of venturing into a new line of services, building a new product or expanding the current business in different markets, these decisions can be made a lot stronger and effective if they are based on facts and insights taken from the marketing data and their consumer’s behaviour.

While all this may seem a tad bit overwhelming, here’s a step by step process on how you can go about analysing your data and putting it to effective use.

Step 1: Analyse the data that you have

While you may have run umpteen campaigns for your brand over the last year, giving you access to tons of data to look into, what’s really important is how you collate it, organise it and study the data. It’s extremely crucial to look for trends between your consumer demographics, age, gender, lifestyles and professions. For many brands, their data may not just end at consumer names, which cities they reside in, their age, profession and likes and dislikes, but also depend on which part of the communication did they most resonate with, that influenced their decision of buying the product or service.

Hence, for any brand that believes in connecting with their consumers, it is fundamental to understand:

  1. The Demographics of their consumer
  2. The lifestyle of their consumer
  3. Communication routes that they would prefer
  4. Creative routes that they would resonate with

Step 2: Learn and apply the marketing insights as you move forward

Let’s follow a simple rule: Gather data points ——> Derive marketing insights ——-> Jot down a way forward and implement

More often than not, marketing professionals pause at stage 2 – Which is deriving digital marketing insights from the data points. The key here is to apply all the insights to your campaigns and communication routes, which will, in turn, help the brand see improved business results and higher conversion rates, where consumers will start to resonate with the brand on a personal level.

Step 3: Reflect, Compare, Repeat

Once you have implemented the marketing insights, the key is to compare data, both past and present, to be able to optimise your campaigns and strategy as you keep going. This will help retrospect on whether you’ve seen a rise in the sale of products and services of your brand and how much your brand has benefited from your insight-driven marketing approach.

Case Study

Here’s one such example of insight-driven marketing implemented by us for Tata Mutual Fund’s – #NoToKatauti Campaign

Brief:

To drive investments for their ELSS (Equity Linked Savings Scheme) Fund between November to March – which is the period when people resort to filing their taxes in India.

Process to gain insights:

We asked a bunch of 20-30 people over calls and video conferences, on how, when and under what circumstances they file their taxes. 

Insights:

  1. Most people in India file taxes in February and March, just a few weeks before the deadline
  2. Most people also file their taxes only when the fear of their salary getting cut arises to eat them up
  3. Most people hate not getting what they truly deserve, their income being one such factor

Hence from this very thought, stemmed the campaign idea of #NoToKatauti!

Consumer segmentation based on data and behaviour analysis:

We divided our audiences based on four major factors in India, namely people’s love for cricket, love for food, the housewife community, and students.

Not only did we first deliver the video to them that they resonate with most, but we also followed it up with the other three in line, creating a ripple effect and building tremendous brand recall.  

Results:

38.1% increase in brand lift

216.2% increase in brand interest

13.1% increase in brand awareness

25% of leads from YouTube

Case Study

Here’s another example of insight-driven marketing implemented by India’s No.1 cookware brand, Wonderchef:

Brief:

To create brand awareness, strategize and devise a campaign for a good cause. 

Insight:

We pulled out sufficient data to support the fact that the majority of men in India don’t cook, they don’t help out in household chores and they don’t have sufficient knowledge of ingredients. While we try to preach ‘Gender Equality’, are we really all that ‘Gender Equal’ as a country?

This very thought led us to create the campaign idea of #DearManHoldThePan.

Campaign Execution:

We got out on the street to ask men their thoughts and gather more information on whether they knew basic ingredients, herbs and how to even break an egg without ruining its yolk! And guess what? The results were hilarious, but very satisfying in terms of numbers, reach and the appreciation we received. Not only did this make our case point stronger, but also helped us develop more content, in the form of posts, influencer videos and a whole lot more!

Results:

Reach – 14 Million

Engaging about 3 Lakh Viewers

And we turned a whole lot of eyeballs!

Insight marketing to drive growth

Various examples have shown us time and again that personalised marketing is a digital trend that adds a whole different dimension and layer to any campaign or brand. By reflecting different facets of an audience’s personality, a product or campaign is bound to be a success. Relatability makes room for connection, and thus engagement, which is why marketing insights will never fail you. And with performance marketing, the insights only ever grow, enabling you to drive growth continually for your brand.

How can you create impactful videos during a lockdown

There are many things uniting us during this lockdown. One of which is our online content consumption, particularly videos. Does it feel like you’ve seen everything? Admit it. At some point, we’ve literally become one of the several memes we share daily.

Meme about consuming a lot of content online Meme about consuming a lot of content online

Btw, my favorite pasta sauce (Arrabbiata FYI) tells me I eat healthy, read a lot and bring happiness to people. So… I have new goals for this month in lockdown.

As a consequence of the pandemic and uncertainty of the future, we are all dealing with anxiety and stress, literally keeping us up at night. Being restricted indoors and being inundated with grim news definitely doesn’t help. There has been a rise in good news movements across the world to bring some hope and positivity to people. 

We are actively seeking, looking at, and sharing meaningful content to boost each other in these strange times, to stay connected as we socially distance ourselves. 

It’s the ideal time for brands to publish content that can leave a lasting positive impact. Let’s talk numbers. 92% of marketers say video is an important part of their strategy as it provides positive ROI. 65% of users watch over three-quarters of a video and 92% of users on their mobile devices tend to share videos with their circle. 

But with video productions halted, what are the ways in which you can engage your target audience?

Brands have used user-generated content, home videos and existing footage to provide some hard-hitting content, highlighting the importance of staying home and relating it back to their brand. 

Here are some video types you can explore at this time (and where we can help!):

Home-made films: 

Let’s pretend we are in college and get back to the basics: boot-strap filmmaking. The idea plays a bigger role than the production quality. Sony Pictures & Kalyan Jewellers recently provided this gem which managed to connect all of the Indian audiences. UpGrad got some stars to film themselves at home to encourage upskilling while we sit at home.

With all of us missing the good ol’ office days, Tata Cliq came to us to create a campaign that could soothe work-from-home blues.  While content surrounding employees missing workplaces already existed, we decided to tell the story from a different perspective. The campaign film is narrated through different inanimate objects around office, telling employees #YouMadeItCliq. The film was executed using purchased stock footage and voice-overs from different theatre artists and radio jockeys to bring the objects to life. 

After Team Social Beat went into work-from-home mode, we produced a home-made video to check-in and remind each other the proper way to wash hands.  For Earth Day, we published a video made entirely from copyright-free videos sourced online. Using in-house talent to get the narration in place and minimal text narration, we encouraged people to remain conscious of the use of the earth’s resources, even after lockdown. 

There are several ways a video can be executed even with the on and off-screen talent sitting in their own homes. The video content is what sets it apart. While different themes can be explored, the two popular routes we see at this time is humour and the social/empathetic route. It’s crucial to focus on the message of the video as, in this scenario, the idea trumps production quality. 

Animated videos:

There are many types of animation videos we can leverage – typography, vector-based and sketch-based videos,  2D animation, explainer videos, and more

These videos can be used across channels to engage with your audience. As YouTube ads to social media posts and stories, depending on the type and duration, these videos can be churned out relatively quickly. Ideal to stay relevant, tap into trending topics, and publish timely content. 

An easily communicable disease making its way across the globe can be pretty terrifying, more so for those who have pre-existing medical conditions. Dr. Reddy’s reached out to us to create a film for their nutritional health drink, Celevida. The campaign film, #WinLifeEveryDay, showcases the key benefits of the health drink being a nutritional supplement for diabetics, supporting immunity and helping fight against infections.

Influencer videos:

Another group of people who are home and are experts at producing home-made videos that can help promote your brand in an authentic way – influencers. 

Influencer marketing campaigns are a no-brainer in the current climate. Not only do we consume a lot of influencer videos, we are guilty of turning into mini influencers with posts on new workouts, recipes, hobbies, and more! Even those of us who swore off TikTok have now participated in and posted our TikTok challenges. This is a safe space, you can admit it. 

Our influencer marketing platform, Influencer.in, has an extensive database of more than 40K influencers across categories like lifestyle, health, fashion, food, entertainment, and more! With the ban of TikTok in Jun 2020, there are a host of TikTok alternatives that have come up in India too.

For Himalaya Quista Pro, we partnered with influencers to share home workout tips and routines. boAt took to TikTok with the campaign #boAtheadStayINsane, creating challenges that can be done indoors and encouraging the audience to do the same. With social distancing in place, Khatabook took to TikTok to tell shopowners not to worry, they just need to download the app to get their pending payments. 

Since people are indoors and available, it’s a great time to go LIVE. There has been a jump in people viewing and participating in Live videos across TikTok, Instagram, and Facebook. Partnering with influencers and experts, through Live Q&As, FAQs, interviews, and more, brands can start a dialogue directly with their audience. 

As we can see… 

There are plenty of ways we can continue to engage our audience through videos. What’s important to ensure is that the message communicated through the video does not come across as insensitive and out-of-touch which will reverberate long after we cross this tunnel. It’s crucial to stay empathetic, true, and show solidarity in these unprecedented times. 

I’ll leave you with this meme. 

Creating videos during lockdown

Why every brand in India should leverage AR in 2020

Interest and investment in augmented reality and immersive digital marketing is greater than it’s ever been before. Through the journey of evolving brands, we have witnessed the adoption of a mobile-first creative approach. Augmented Reality marketing provides brands with a highly desired tool in their belt when it comes to driving sales and enhancing brand value through mobile devices. 

The explosive growth of immersive marketing saw big brand wins during the early days of the adoption of AR in marketing. Because of this, AR emerged as one of the fastest-growing digital marketing trends, alongside voice commerce and the use of first-party data. Industries ranging from e-commerce to fintech and FMCGs raced to leverage AR marketing for their brands.

This growth has been witnessed with Augmented Reality marketing playing a key role in social media marketing as well. While Snapchat was one of the first social media giants to adopt AR, Instagram was quick to follow. Google, too, launched AR powered 3D images in searches for products on various e-commerce brands early this year. This proves that AR can be used in multiple ways for a number of different reasons, whether it’s increasing user engagement or offering interactive elements for consumers.

Tech giants fueling AR adoption

The first step to creating a space to build AR-powered apps, experiences and campaigns were taken by tech giants like Facebook, Apple and Google. They created platforms like Spark AR, Apple’s ARKit, and Google’s ARCore which made it simpler to leverage AR in marketing and products for any brand.

But the doors for AR marketing only really opened with the conception of Facebook’s augmented reality suite Spark AR Studio. This tool allowed anyone to create their own filters and campaigns which could be utilized for Facebook and Instagram Stories. Free for all to use, Spark AR by Facebook has provided a platform for many brands to create their own AR effects and filters. This quickly launched Augmented Reality marketing to new heights.

While e-commerce brands, specifically beauty and lifestyle, were quick to tap into the feature by allowing customers to try out products, brands also leveraged AR for high impact brand awareness. A prime example of this was Adidas Original’s decision to create a custom AR effect that was in line with the trend of vintage filters and retro photographs at the time. Their filter added a nostalgic look to your stories, including a ‘glitch’ effect. This custom AR effect was extremely share-worthy, very on-trend and was perfect for building brand awareness!

AR marketing witnessed a peak in the entertainment industry as well, with several well-known media giants tapping into Augmented Reality marketing for the launch of largescale projects. Known celebrities and producers used AR in marketing for movies, TV shows, and even new music. This was seen most prominently with Netflix. One of their largest campaigns tied up with the New York Times and Google Lens for readers to scan and discover images that led to a Stranger Things reveal.

India AR Adoption – Slice of the Consumer Pie

The use of Augmented Reality and Virtual Reality is expected to steadily grow as more brands across sectors leverage it to engage their core audience. India is projected to increase both the creation and consumption of immersive media following the global trend. Brands in real estate, media and entertainment, automotive, and retail are expected to showcase the maximum adoption due to clear use cases, as per the Nasscom Graphic: Geetanjali. 

By 2022, over $6.5 billion would be the estimated size of the Indian immersive media market, with a higher percentage of it pouring in from the Augment Reality market. Around $5.9 billion is expected, in comparison to the $0.5 billion estimated from the VR market, due to higher costs for creation and execution. The explosive growth of 172% from 2018 to 2022 can be attributed to the easily accessible tools and adoption of Immersive media by top Indian brands.

Top reasons for your brand to adopt AR Marketing

Branding and Buzz

AR marketing has the capability to improve and create an immersive experience thereby leading to better brand perception if created well. As such, it is essential for brands not to use AR for novelty purposes, but to build a more seamless experience that would provide a positive AR experience while thinking about the long-term benefits of the experience. 

Brands like Pepsi, with their #SwagStepChallenge and Lifebuoy, with #LifebuoyKarona, have used AR filters to create hashtag challenges on channels like TikTok to increase buzz around the brand. They roped in celebrities and influencer marketing campaigns to further amplify their AR filters. This helped create a massive awareness of their brand recording explosive cumulative reach of over 85 Billion views on both hashtags on TikTok, without the notion of driving sales or action. 

Better Product Visualization

Augmented Reality is often perceived with the restricted utility reserved for selfies or social media filters. However, the Augmented Reality market can stretch further this with the capacity for much larger impact. The ability to allow a customer to try out products without leaving their home or their screen is a level of immersion and interaction that even interactive ads cannot offer.

By creating AR versions of a product or set of products, brands can provide customers with a better idea on the actual look and feel, while simultaneously setting the right expectations for them in terms of the deliverables.

Brands that have most heavily used and relied on leveraging the tool are present in the retail, beauty and lifestyle segments. L’Oréal’s virtual makeup tool was a path-defining AR creation which helped customers across the globe test and try their makeup virtually anywhere. They added another step helping to enhance the marketability – the option to try the superimposed makeup in real-time with the filter, or take an existing picture to upload and have the filter tested on.

On the other hand, providing a vision to home and interiors, IKEA paved a way for real estate companies by allowing customers to view their products in real-time within their own homes. This increased the possibility of purchase with increased visualization, leaving very little to the imagination. 

The real estate sector now faces the need to implement AR in product visualisation as well, especially to keep up with marketing during COVID-19. With fewer brokers and agents taking on home visits due to the restrictions imposed by authorities, it has become difficult to meet the existing demand for house hunters. While many have turned to virtual tours, AR can significantly drive sales, during and after this pandemic.

Deeper Engagement and Rewards

Your core audience is bombarded with a colossal amount of marketing messages every day, making it hard for marketers to ensure their message is heard. Providing your brand with the parachute of AR and adding a layer of immersive marketing can place it above other brands in a consumer’s mind.

Making the brand more interactive, healthcare brand Medlife leveraged Facebook Augmented Reality marketing to educate viewers on the CPR procedure. This created deeper engagement for the audience by providing learning and greater rewards to their subconscious mind as well.

Assistance for Improved Customer Relationships

For brands who are dependent on the physical store experience to drive business, Augmented Reality provides the potential to amplify this by creating a digital experience simultaneously. A frequent example of this is seen with QR codes and bar codes that can be scanned. Doing so pulls up an AR manual or experience with detailed information on the product and brand.

Two popular examples of Hyundai and Mercedes have showcased how the auto industry has utilized AR to improve customer experiences. While Hyundai created AR-powered manuals for drivers,  Mercedes created an app integrating AI to ‘Ask Mercedes’ any questions relating to the product and brand similar to a chatbot.

B2B Marketing

Augmented reality is a tool which can transform the B2B customer-vendor experience with the help of a single click. Limitations of what a vendor is able to provide, along with the misaligned customer experiences, is eliminated with the help of AR.

Creating dynamic sales presentation material to the customer with AR-powered content can provide a virtual 360-degree look at their product lines, and is one of the most used technologies in the B2B space. 

Use Cases Within An Organization, Going Beyond Marketing

Ever imagined that you could be in two places at once? With the help of a VR headset, this can be achieved. This novelty soon became a reality as the COVID-19 outbreak caused many companies to shift to a work-from-home model. Business continuity is a key focus for organizations while they are also looking to stay home to stay safe, but also want to provide real-time experiences. VR technology plays an important role to achieve this. 

Companies like Quess, which is focused on sales-driven marketing and human interaction has their employees getting AI-powered training on their mobile devices. The face-reading AI also provides them with real-time feedback on their voice modulation, tone and facial expressions and key notes to focus on for improvement. 

Kickstarting the AR and VR Journey for Your Brand 

The biggest learning digital marketers can take from this is that it’s time to adapt. Investing in the available AI technologies to maximize your results has become the need of the hour. It is critical for your brand to reach the objective of managing more data effectively and improving your consumer experience.

The creative potential of using AR in marketing can provide your concepts and campaigns with an increased potential for brand awareness and recognition. 2020 is the year to explore immersive marketing to maximize your brand’s potential. At Social Beat, we implement a mixed marketing strategy which includes AR to enhance our efforts and deliver results.

Google’s Broad Core Update – May 2020

After a core update at the start of the year in January, Google has announced the next update to its algorithms early this month, on May 4th. Each update affects Google’s search algorithms and is released with the intention to present information that is relevant and authoritative for any search result. 

What does the latest update entail?

With COVID-19, many industries have seen a decline because of the nature of their business, while others have seen an increase. This has resulted in a significant shift in the way users search for queries online as well. This is why Google has chosen to rank certain categories higher in its latest update. This will allow relevant content to appear to match searches during these uncertain times. 

For example, the search for content related to news, health, and online communities has shot up, while categories like travel, sports, and live events have seen a drop. Google’s latest update accounts for these shifts and the change in algorithms strongly affects Search Engine Results Page (SERP) volatility. 

The core update that was announced in January also affected SERP volatility, but May’s core update displays a peak in these rates, which is illustrated in the graph below.

Screen Shot 2020 05 28 at 1.52.31 pm

It is important to note that the update also affects thin content, as well as old content which has not been refreshed in a while. Such items will be ranked lower by Google’s algorithm update. But if there has been a change in rankings for the entire industry, there is no guarantee that implementing changes will help increase the position of the content in SERPs. Featured snippets have also been impacted with the update.

Users may recall that in September 2019, Google announced a core update that resulted in a similar outcome which changed rankings completely. A key difference was that YouTube videos began to outrank Wikipedia pages. So this is not the first time something of this sort has happened.

Which industries are affected most?

Since the core update reflects the direct impact industries have witnessed throughout these last few months, the same industries have experienced a win or loss with this unprecedented change. 

For example, news has become paramount during these times. People across the world are trying to stay informed on COVID-19, as well as the impact it has had on various spheres of our normal lives. Information on health and medical research is also being widely consumed. And with people restricted to their homes, the number of hours online have shot up as well. Users are spending more time on different social media platforms, streaming services, and other categories of entertainment. Thus, these are the industries that have benefited most from the update this month, with news coming out on top.

Other industries have not fared as well. Travel and real estate have seen a dramatic drop, and this is reflected in the results of the update as well. Similarly, live events and entertainment, autos and vehicles, tech, and fitness, among many others, have taken a big hit. Many websites are reporting a significant drop in traffic, which is likely due to the change in the SERP algorithm.

Screen Shot 2020 05 28 at 1.52.42 pm

Because marketing during COVID-19 is already in a state of flux, it is important to stay up to date with these changes and implement corrections accordingly. This can make keeping up with competitive SERPs easier. However,  it might make more sense to wait until the market picks up for industries currently experiencing a decline in demand and engagement. 

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