2nd April 2019: Social Beat, one of India’s leading digital marketing agencies, bagged two top awards in the ‘Digital’ category at the recently held ‘Maddys 2019’ in Chennai. The first, a Gold Award, is for the Best Use of Digital for Klay Schools, and the second, a Bronze, for the Best Digital Public Service for Social Beat’s road safety awareness video.
‘Maddys 2019’ is an annual award event organised by the Ad Club of Madras to honour the most creative minds of the Indian advertising industry. This is one of the top advertising awards recognising path-breaking campaigns in various categories such as Print, Radio, TV and Digital.
Commenting on the digital initiatives for Klay Schools, Vikas Chawla, co-founder of Social Beat, said, “Klay is one of our premier clients in the educational sector and our specialised digital initiatives have played a significant role in establishing them as one of the preferred pre-schools in India. We began with a refresh of their website keeping in mind factors like design functionalities and user – experience. We also leveraged their YouTube channel with a series of videos highlighting the environment and the approach adopted by Klay schools in nurturing future generations. The center-specific digital campaign strategies proved to be a great tool for increased visibility, creating brand awareness and driving walk-ins.”
In addition to this, Social Beat also won an award for their unique video highlighting the importance of maintaining good road etiquette. Speaking about this recognition, Suneil Chawla, co-founder of Social Beat said, “The video titled ‘A Day in the office ft. Bad Drivers’ highlights the bad behaviour of drivers on the road compared to everyday work life. We projected basic road safety rules such as ‘Don’t text while driving’ and ‘Don’t drive on pavements’ using some common professional etiquette examples. This video was a huge hit on all our social media platforms.”
These awards follow close on the heels of the prestigious ‘Best Digital Marketing Agency of the Year’ that Social Beat won at the Marketing Maverick Awards held in Mumbai.
Social Beat recently concluded the Digital Leadership Summit for 2019 held at Bangalore. The event was a grand success. With industry leaders sharing their insights. Mr. Atin Chhabra – General Manager, Marketing at Schneider Electric shed light on the digital transformation of B2B Customer Experience for large and diverse organizations like Schneider Electric. Here are some of the highlights of the session.
Linear supply models are outdated – customers now want experiences
Digital Customer Experiences help brands attract, engage and transact with customers
70% of investments for Digital Capabilities go towards creating customer experiences
86% of customers will pay a 16% higher price if satisfied with the experience
No more linear supply models:
Gone are the days when companies introduced a product in the market and it had to be accepted by the consumers. Times have changed, today there are more platforms for consumers, more architectures to experiment on and more connected products. This gives rise to a demand-side play, consumers these days do not demand more products or services but a more engaging customer experience.
Mr. Atin speaks about how it wasn’t long ago when the competition was determined on the basis of products or services. Another company selling similar products or services they were considered as competition. However, that isn’t the case anymore. For a company like Schneider which deals with energy, management, and automation, the competitor for Schneider would be Amazon. This is solely because of the customer experience offered by companies like Amazon. The thin line between who competitors are and who offers a better experience is diminishing.
Change in Competitive Advantage
Traditionally competitive advantage was factored in on the basis of 2 key points which are:
However, gone are the days when competitive advantage meant low cost and differentiation. Today there are a number of companies that offer both lower costs while also being highly differentiated. One of the most important takeaways from this differentiated competitive advantage is the scale of operations and the experience they have within the specific domain. This indeed is competitive for any traditional company.
To adapt to this companies may look at case studies on big internet giants like Google, Uber, and Amazon, but this constitutes only 6% of the total companies in the world. Other than these big companies that make the 6% while the rest of the 94% of companies which have existed for more than a century or two. What is it that these traditional companies that make up the 94% have done? How do they compete with the big names? According to the statistics, these traditional companies who have implemented digital transformation strategies have seen a 9% increase in revenue. They have seen a whopping 26% increase in profitability. Not only does the digital transformation for companies help in money making but also helps in saving costs. These companies are known as digital masters.
Digital Masters look at digital transformation on two dimensions:
Left-hand side – This side accounts for the Digital Capabilities (Google, AI, LinkedIn, Facebook, etc) introduced in the organization to be technologically sound and ready.
Bottom side – This side accounts for the leadership capabilities. How digital talent is trained? How to upskill talent to think digital?
Digital Capabilities today are spread across 3 different functions.
Customer experience – How good the customer experience is
Operations – this is all about the connected products, sensors, etc
Business model – looking to reinvent business models or supplement existing business models.
According to public data, close to 70 percent of digital transformation investments go to digital customer experience. This is because over the course of time customers have also changed, this change is not limited to B2C but also B2B customers.
The change is such that 57 percent of the B2B customers have decided what to purchase even before contacting the vendor. Almost 55 percent are looking for B2B products on social media platforms other than LinkedIn. The most astonishing fact is that 86 percent is willing to pay 16 percent more price for an amazing experience. While a good digital experience is important for the digital footprint, it is important to have content to offer a good experience.
Digital Customer Experience
DCX or Digital Customer Experience is becoming the forefront to interact, engage and transact with customers. It is very important to get the basics of user experience correct.
Here are the four pillars for creating a digital customer experience function or strategy.
Frame the digital challenge: At any large organization, the digital transformation is primarily run across various departments.
Sustain the transformation
Keep customers at the core
Mobilize the organization
These four pillars need to be kept in mind while creating a digital customer experience strategy. As each pillar looks into important aspects of a digital customer experience this ensures the strategy covers these aspects.
Here are 4 pillars looked upon for the digital transformation agenda at Schneider:
Secure: this function deals with cyber security which is essential when taking functions digital.
Eco-Structure: these are the connected products, sensors that can provide data giving predictive analytics
Operate for efficiency: integrating different platforms to create one platform with multiple functions
Engage through experience: Schneider defines the metric of experience by looking at the digital net satisfaction score. When this score is equal to the country’s net promoter score it is considered to be delivering an experience. This translates to the customer being happy with the platforms as well as the services.
Digital Marketing was considered to be the future of marketing until a few years ago but of late it has all boiled down to digital customer experience. This digital customer experience works across the entire company. It is important to increase the competence of the people, while hiring is possible, the most effective way is by upskilling and strong digital community program. The top-down approach helps in building a stronger digital community within an organization rather than hiring a small group.
2019 marks the 11th year since YouTube’s entry into the Indian market. To help marketers and creators understand the massive impact YouTube has made in India and its importance in the digital ecosystem today, Youtube hosted the 2019 Brandcast in India.
YouTube currently has over 265M users in the country and this number is expected to reach 500M by 2020. This incredible number is in relation to the increase in the total number of internet users in India that has grown from 15M just five years ago to 100s of millions of users today. Its ability to provide a personalised media experience and offer content in various languages has made YouTube one of India’s most-used platforms.
YouTube has become a platform for all types of content
Over the last 11 years, YouTube has become a platform for storytellers and creators to share content in different languages and reach an engaged audience in rural areas and big cities alike. It has become a success story for numerous YouTubers like ‘Mostly Sane’ who uses YouTube to discuss social issues such as mental health (the channel is currently at 3M subscribers) and more recently Priyanka Chopra, who chose YouTube to extend her audience reach with hew new show ‘If I could do just one thing’.
Susan Wojcicki, CEO of YouTube, says it is the preferred social platform for creators and businesses alike due to its ability to reach out to a large audience pool in a personalised way. When Pepsi ran an ad campaign on YouTube, it saw a 14% increase in sales and 3.3x return in ad spend. Alternatively, Hyundai’s ad campaign had a massive audience reach of 221M. The ability to scale and impact on YouTube can result in business leading results. Currently, vernacular content is taking centre stage and has helped increase engagement across all channels.
How is the media landscape evolving?
Mark Patterson of Group M discussed the video revolution in India and how it has changed the way brands communicate with their customers. Group M is a media advertising company that has had a presence in Asia for more than 2 decades and is responsible for 1 in 2 ads in India.
Mark highlighted the evolution of the media landscape and how mobile video has become a secret weapon for many marketers. One of the main reasons for this is the change in the way users consume content and seek entertainment. They look for three things: convenience, customisation and choice. Statistics show that 60-70% of people in India consume content on mobile video every day.
The digital spends in India remain comparatively low when compared to China where 64% of ad spends is digital while this is only at 18% in India. However, India is one of the fastest growing economies in the world at a 14% GDP and digital ad spends is expected to catch up soon.
Mark Patterson also discussed the three main themes on the why and how of digital advertising in India and how YouTube affects these themes.
1. Driving results across through the funnel YouTube has allowed marketers to have a mass reach and gain more awareness of their brand with tools such as YouTube Masthead.
2. Unlocking creativity YouTube allows for personalised messaging that has helped deliver performance. This has resulted in a 20% uplift inconsideration, a 31% increase in awareness and a 900% increase in search queries.
3. Cross channel planning While this is still a fairly new concept for most media agencies. Group M has taken a step in this direction by integrating YouTube reach data with Group M planning tools. This has helped them optimise maximum reach across multiple devices.
How a Youtube Masthead helped achieve incredible results for Sundaram Mutual- Case Study
It is no secret that Youtube has become the secret weapon for many marketers to reach their target audience. To take advantage of the immense reach that Youtube offers, Social Beat collaborated with our client Sundaram Mutual to create a masthead ad to promote their new fund. This campaign generated incredible results, proving the effectiveness of Youtube as a medium to reach out to the target market.
Sundaram was launching an open-ended equity scheme and wanted to create awareness around their product within a short period of time. Digital marketing has been proven to provide finance companies with the reach they require so Youtube was the obvious choice when it came to achieving the objective.
How was the campaign executed?
Mastheads are usually charged on a daily basis so we used the 24 hour period we had as effectively as we could. To enable maximum viewership we ran the campaign over the weekend. For the entirety of the day any individual that accessed Youtube through their desktop, tablet or mobile device saw the masthead ad at the top of their pages. This helped us increase our subscriber base and drive traffic to the website.
The 20-second Sundaram masthead achieved phenomenal results. Sundaram’s subscriber base grew from 356 to an outstanding 56,000! It has increased since then and is currently standing at 57,000 and growing every day. The video also generated 14 million views in a span of 24 hours.
To achieve these incredible results, we adopted a digital-first marketing strategy to reach the target audience. We were also able to track and measure our results to scale the brand to new heights.
You can read more about our Youtube ad campaign with Sundaram Mutual here.
What do brands need to consider to increase ROI
Ben Jones, Creative Director at Google says that 30% of ROI is driven by media elements and targeting data. The other 70% comes from creative. There are three elements that affect ROI in digital:
1. The consumer’s attention
Many people assume that with all the content out there, the consumer’s attention span is decreasing but this is not true because people today prefer long-form content to short-form content. What has changed is how quickly consumers reject and accept the content they consume. The content needs to be longer, richer, deeper and grab the attention of the viewer faster.
2. Understanding customers better
Another way a brand can improve ROI is by understanding the customers better with more personalised messaging. They should change content according to the target audience and in a way that will allow the brand to relate to the customer better. Statistics show that customisation of the ads specific to the target market can result in a 10% lift in ad recall.
3. The content needs to be mobile optimised
Research has shown that In India 60-70% of content is consumed via the mobile device. Therefore, when creating content, brands need to keep in mind that the shots framed and the stories told are optimised for the mobile user. It is important for agencies to rethink their digital content strategies this way so they are able to get the brand message to the target audience better.
To help agencies adopt the above strategies in their content plan, a new Rethink Council has been created to identify how brands can rethink their marketing and targeting to measure and maximise creativity to connect to the customer.
YouTube Brandcast India 2019 ended with an insightful discussion with world-renowned director Zoya Akhtar. She highlighted the importance of the role YouTube played in her recent film ‘Gully Boy’ and how she was able to discover and do in-depth research for the movie through YouTube. YouTube also played a huge role in promoting the supporting content for the movie such as trailers and interviews.
YouTube has played a crucial role in the evolution of digital media in India and YouTube Brandcast 2019 highlighted the importance of the digital platform and how it has changed the way people consume content in India.
It’s no secret that the world of digital marketing is constantly in a state of flux. What works today might be completely obsolete tomorrow. If your brand is still continuing to use the same techniques in 2019 as you did in the previous year, expect to see declining results. To ensure your brands stay on top of its digital marketing game this year, here are nine of the most important trends to stay ahead of.
An explosion of vernacular content online
The online space in India is set to get even more colourful and diverse. As even larger numbers of users get access to low-cost internet and affordable mobile phones, there will be a greater demand for internet content in the languages they understand best. To cater to this growing internet audience, brands need to push vernacular to the front and centre of their digital marketing strategy. Right from their websites, to their apps, social media campaigns, performance advertising and even social media listening, Indic languages should be the focus.
Speaking to regional audiences involves more than just taking a brand’s main communication and translating it into various languages. Instead, it requires them to develop communications aimed specifically at these audiences, keeping their unique needs, challenges and desires at the core. Only by doing this can they create that all-important personal connection with consumers. 22 Languages, one of the top vernacular startups, is designed specifically to help brands reach out to a larger audience in vernacular languages.
The seeds of voice search were sowed back in 2018, but it is in 2019 that this trend will fully come into its own. Today, it isn’t just mobile that’s driving voice search, but the proliferation of smart assistants like Amazon’s Alexa and Google’s Voice Assistant. The push for voice search will also be coming from the other end of the spectrum, from users who are just starting to use the internet or who might not even know how to type. But regardless of who the audience for voice search is, one thing is certain: SEO as we know it will have to change. Traditional keyword research will become obsolete since user queries will be completely different when using voice search. Voice also means that position zero, the ‘featured snippet’ will become even more coveted. 99% of voice search results draw from the featured snippet, so content creators will have to focus even harder on optimising their content for Google to pick it up.
Be sure to watch our detailed video on a complete guide to Voice Search Marketing for more tips and insights.
Videos and interactive content
While videos have been around for decades, they have only recently started exploding on digital platforms and social media. In 2019, if your brand doesn’t have a strong repertoire of engaging, high-quality videos, you could be missing out on a sizeable audience. YouTube, the world’s second largest search engine, can become even more essential in 2019. Through techniques like YouTube SEO, brands can ensure that their content is visible to relevant audiences. For tips on how to rank your videos, read our in-depth article: YouTube SEO Tips: The Secret Sauce to Ranking Your Videos in 2019.
But the importance of videos extends beyond just YouTube. Videos on landing pages and in emails have been shown to improve performance and conversions. Facebook is also witnessing a growing popularity of videos. In one survey, around 44% of respondents admitted to watching at least 5 videos every day on the platform.
As videos gain momentum, multiple video formats are also being developed and explored. Interactive videos are emerging as a popular option due to the higher user engagement they deliver. In these videos, users are required to take some form of action which can influence the video. This could be either in terms of the content displayed or the storyline that the video takes. Apart from interactive content, live videos are also creating a stir. Currently, they are available on Instagram and Facebook, while YouTube is also starting to introduce it. Live videos are a great way for brands to showcase ‘behind-the-scenes’ footage and develop a more personal connect with their audience.
Smarter interactive chatbots
Chatbots have been slowly making an entry from 2017, however, chatbots in 2019 will be more intelligent than ever before. Most chatbots currently have a limited script, usually offering a fixed set of options that users can choose from. Once the query is narrowed down, users are often transferred to a human representative to resolve it. With the advent of AI, however, chatbots are likely to completely replace the human aspect previous involved. They are programmed to be smarter, respond to a wide number of queries in a meaningful way and resolve issues without requiring any human intervention. In fact, through AI, chatbots are likely to be able to keep up a long conversation with users without coders having to input a long script beforehand. As the technology matures, you can expect chatbots to become even more ubiquitous as brands capitalise on their low cost and higher efficiency.
AI for better audience targeting
AI isn’t just for smarter chatbots; it is also becoming the most accurate way for brands to identify their core audience and develop core messaging for them. Through a combination of machine learning and artificial intelligence, predictive customer analytics can eliminate much of the guesswork involved with digital marketing.
One way they do this is by assigning a ‘lead score’ to leads generated. AI can analyse large volumes of leads at a time, identify common patterns, group them into various buckets based on their behaviour and help you create hyper-personalised content for them. Since personalisation is key to nurturing leads, AI can almost certainly lead to higher conversions for marketers. AI can also identify similarities in current consumers and generate custom targeting options that marketers can utilise to ensure more accurate delivery of ads. This will help improve the quality of leads generated via digital.
UX and AMP for desktop
Accelerated Mobile Pages (AMP) was a crucial mobile ranking factor for websites in 2018. In 2019, the importance of AMP will not be limited to mobiles alone. Google recently made AMP available for desktops versions of websites as well. With this feature, users will be able to enjoy the same speed and easy navigation that AMP offers even while browsing on their desktop.
With the introduction of this feature, it’s time for brands to re-look at their website and how user-friendly it is. By making their websites (or at least critical, content-heavy sections like blogs) AMP-friendly, brands might be able to enjoy greater visibility on search engines. Since AMP pages are also easier for users to navigate through, an improved UX can encourage them to spend more time on the website and learn more information about the brand.
In 2019, almost 65% of all digital media buying will be programmatic. Programmatic is without a doubt the most cost-effective, efficient way for advertisers to purchase digital ad space. Unlike previous methods which required human intervention and manual bids, programmatic algorithms can determine the best media mix and automatically purchase it. This technology enables marketers to reach a scale previously unthought of. They can target larger audiences over a wider variety of channels with absolutely no time or effort lost. Since it can optimise in real-time, markets can do a lot more with their budgets and reduce their cost-per-leads.
Decline in organic search and traffic
With every new SERP feature that Google introduced, organic traffic takes a hit. Click-through-rates have been steadily dropping and 2019 will be a continuation of this trend. Answer boxes, for instance, answers a user’s query without them having to actually click on a link. So while your page might show up on a featured snippet, you might not notice a significant rise in organic traffic to that page.
So does this mean the sun has set on the SEO empire? Fortunately, no. This just means that marketers will need to re-align their SEO strategy. For example, they will need to start focusing more on creating brand awareness and driving up brand searches. When users start searching for your company’s name, Google cannot prevent users from clicking on your website. It also means tailoring your content specifically for higher click-through rates. You need to give users enough information that Google picks it up and displays it, but not enough for their curiosity to be satisfied. If users are only getting half an answer from your snippet, they are more likely to click on your page to get the full information.
Decline in organic reach on Instagram
Previously, organic reach on Facebook had taken a hit, with pages showing close to zero reach without paid promotions. In 2019, all signs are pointing towards Instagram going down the same route. As Instagram grows in popularity and adds new users every minute, it predictably wants brands to start paying for higher reach. If your company page doesn’t have adequate promotional budgets, then it’s time to scale up this year. But while showcasing your brand on Instagram might become more expensive, it’s still completely worth it. India currently has around 71 million active users and this number is only set to grow from here. Clearly, brands cannot afford to neglect this audience, paid or otherwise.
2019 is proving to be an exciting year for brands, giving them opportunities to experiment with new ad formats and strategies. By taking advantage of these upcoming trends, brands can gain a strong lead over their competition.
The Over-the-top (OTT) content is the next big thing in video content according to the report ‘Entertainment Goes Online’ published by the Boston Consulting Group. OTT is video content consumed over the internet as opposed to traditional media. The report states that the OTT market is estimated to become a $5 billion market by 2023. This shift in the market is a result of various elements such as the rising affluence in the country, an increase in the infiltration of data and smartphones into rural areas and the adoption of this data across numerous demographics in the market including older generations and women. In recent years, the OTT space in India has become incredibly competitive and is attracting various players with different business models such as Netflix and Amazon.
Why has the OTT market increased in India?
The study Entertainment Goes Online is a consumer survey report that aims to understand the reasons why consumers prefer OTT content over traditional forms of media. The results of the survey show that there is a demand for different forms of OTT like SVOD (subscription-based platforms), AVOD (advertising-based platforms) and TVOD (transaction-based platforms) where these models can not just co-exist but thrive as well. There are many reasons why OTT content has become so popular in India:
1. Improved connectivity in rural areas and a fall in data costs
Thanks to the introduction of Reliance Jio, data has become more affordable and accessible to people all over India. Research has shown that after the introduction of Jio, the quarterly consumption of data has increased by tenfold with the growth driven primarily by the consumption of data on a mobile device. On-the-go data consumption is more efficient and the Reliance Jio has made this accessible for all thereby creating a large market for OTT consumption.
2. Increase in the use of smartphones
In the last 5 years, there has been a large growth in the usage of TVs and smartphones in India and it has become an integral part of everyone’s lives. There are 3 billion smartphones worldwide with 450+ million of them in the Indian market. Smart TVs have also become increasingly popular and do not require a setup box allowing consumers to watch content on the web, on a mobile app or on their Smart TVs.
3. The supply of content
Indians usually consumed video content on Youtube but the OTT market started off with content from local market players. With the entry of global companies such as Netflix and Amazon, Indian consumers are prepared to pay more for compelling content. The variety of content available on these platforms has led to the growth in viewership around the country which has fed into an increase in online video advertising as well. In India, the OTT content platform Hotstar has had a massive reach in the audience and a 10x growth since its launch in 2015. Till date, there have been 350Mn installs, 180 Mn monthly active users with each user spending 43 minutes on the platform each day.
4. Favourable demographics
India is witnessing a large shift in the income distribution in the country with an increase in its affluent population. This upward mobilisation and increased access to smartphones have led to greater online consumption via OTT. One of India’s major media platforms, Hotstar, gets 88% of its traffic from the age group of 18-34. Additionally, the availability of internet in rural parts of India has expanded the demand for OTT content. Research shows that by 2020 50% of internet users will be from rural areas in India. The favourable demographics create a large market for OTT to take off in India.
Key learnings from the study
The study conducted by BCG identified three types of viewers in the Indian market:
Traditionalist– These consumers usually consume content on conventional forms of media. They watch TV but not OTT and account for 60% of those surveyed.
OTT experimenter- These are people that consume content on OTT and traditional forms of media. They are avid watchers of AVOD and account for 30 per cent of those surveyed.
Early adopter– This is a person that consumes content on OTT platforms only. While this is still an urban phenomenon, more people will join this group in the upcoming years. They are heavy watchers of SVOD and accounted for 10 per cent of those surveyed.
By 2023, it is estimated that 48% of India’s internet users will be from rural parts. This will provide a largely untapped market for new OTT players who will have the opportunity to tap into rural markets that have access to the internet. ‘‘Indian content, including music, Bollywood content and cricket, have a large following in the Indian diaspora also. OTT players with Indian content have the potential to tap into this market too’”, said Gaurav Jindal, Principal at the Boston Consulting Group.
According to Kanchan Samtani, a Partner and Director at Boston Consulting Group, ‘one of the key insights in the study were that although OTTs use top-notch hero content to attract consumers, these customers do not stick on for long unless they are engaged by strong marketing efforts on the part of the OTT.’
How can OTT players capture the Indian market?
Although the market for OTT companies is large, there is still a long way to go before the market catches up to its counterparts in the western world. The BCG report examines six ways OTT companies can penetrate the Indian market:
1. Breaking the clutter: A strong marketing challenge
Many consumers today are faced with a choice of more than 30 OTT platforms that they consider to be mostly homogeneous. Many companies assume that consumers are rational and can decide which platform is right for them, but in reality, it is the duty of the companies to guide customers to their various choices and let them know how the platform can meet their entertainment needs.
2. Differentiated content is king
The best way for OTT platforms to gain customers is to differentiate themselves from other companies. There are many companies that provide the same type of ‘hero’ content so in order to be successful OTT, companies need to create an identity for themselves and provide unique content. There are still numerous untapped ‘niches’ in the Indian market such as music and programs for kids. There is also a desire to view and listen to Bollywood music which is still a feature that is not available on most OTT platforms along with a lack of kid-specific content on the platforms.
3. The strategy needs to be geographically focused
Creating more content in a regional language that is more culturally specific is in demand among consumers in India. The vernacular content can help the OTT platform cover smaller segments such as news, religion or spiritual content. There is also a market for ‘relevant focused religious plays’ in various parts of the country. Therefore it is important for OTT companies to leverage this to their advantage and pick important markets and invest carefully. Additionally, focusing on regional content can help an OTT platform differentiate themselves from their competitors. The OTT platform Hotstar offers over 40K hours of regional programming. It is estimated that up to 40% of their users consume content in Tamil, Telugu, Bengali, Marathi and Malayalam.
4. Consumer data, consumer insight, big data and analytics
Big data has become increasingly popular in recent years and it helps companies gain a competitive advantage in the market. Analysing data can help gain an understanding of consumer insights and the data analytics can help monetize the OTT platform.
OTT creates a large amount of data and it is vital for companies in the industry to understand where consumers come from and what they watch. This can help predict consumers interests moving forward so they can provide a service in the most cost-effective manner. Understanding customer interests at this granular level can help companies take their platform to the next level.
5. Establishing a new currency for the OTT industry for measurement
OTT companies need to create a currency to measure the impact of advertisers is synonymous with the value added. The currency is especially useful for AVOD models where the currency can help take a more holistic approach to the value and analyse the quantum, quality and segments. A common currency will also bring more acceptance among ad buyers which can help increase the number of OTT watchers.
6. Invest in the right tech, create a user-friendly, economically viable product
Consumers demand a lot from online platforms and are often influenced by various touchpoints. OTT platform companies need to be able to understand and address their concerns on technology in an effective way in order to scale their business. The companies need to create a user-friendly platform to help build critical mass. This critical mass will help platforms improve their overall customer service experience across different devices.
There is a big opportunity in the over-the-top market in India. It is important for companies to scale their business and monetise this opportunity which can help result in significant gains. With the rise in the affordability and accessibility of platforms, there will be a lot of competition in this market and only a few companies may emerge victorious.
We are excited to announce that Social Beat has earned the Google Premier Partner Shopping Ads Skills for Google Ads/Pay Per Click Advertising. Our newly acquired Google Premier Partner badge for Shopping Ads certifies that we have demonstrated expertise and sustained client performance in shopping advertising.
What are Google Shopping Ads?
Unlike traditional text ads that focus on the keywords you choose, Google Shopping ads determine when your product listing ads show up. Google considers the feed, the site and the bids that determine what search queries show your ads.
The success of Google Shopping ads depends on three elements:
The optimisation and creation of the feed
Continuous monitoring and optimisation that can make a good campaign great
Successful bidding that can double returns on ad spends
We have successfully incorporated these elements and leveraged the use of Google Shopping Ads to sustain client performance in shopping advertising.
Premier Google Partners are required to demonstrate that they are maximising their clients’ performance by implementing Google’s recommended best practices in client accounts using Shopping Ads.
As a Google Premier Partner in Shopping Ads, Social Beat can help us place our client’s products on Google Search, set up inventory on the Merchant Center and create Google Shopping campaigns.
The new badge is designed to recognise Partners who manage a substantial portfolio of Google advertising campaigns and deliver great results for their customers.
Social Beat works with Google Sales Representatives to promote new and effective Google strategies to our clients. As a Google Premier Partner, we use proven techniques to help our clients increase their digital ROI. We aim to deliver the best results to our clients using Google’s strategies such as Mobile Innovation and Search Mobile and Display Innovation.
Contact us to get your Adwords campaign started or to optimise an existing campaign for better ROI.
The second edition of our Digital Leadership Summit was a grand success with key insights shared by industry leaders from across India. Among the interesting topics discussed, one of the panel discussions was on ROI through digital marketing videos. The panel was moderated by Vikas Chawla and our panellists included Pradeep Nidamarthi of Reliance Capital, Monish Ghatalia of Focus Communications and Prashin Jhobalia from the House of Hiranandani. They discussed the industry-wide approach to digital marketing.
Key takeaways from the panel discussion:
Adopt digital marketing as a vehicle and understand the digital behaviour of a person
In the real estate industry, identify the individual, their needs and reach out to them at the appropriate time
Digital marketing gives businesses the ability to show numbers as proof and justify spends
Focus on the number of leads and not just the number of impressions.
Don’t spend 99% of the budget for leads to covert, a sizeable amount is enough to achieve brand loyalty
There is no one secret sauce to digital marketing, the solution lies with the marketer. Understand your objectives and use relevant information to remarket to customers
People are going to become more aware of privacy so digital marketers need to err on the side of caution when using customer’s data
Although everything about marketing will change in the next five years, the way a customer thinks will not. Use that to leverage your business’ position in the market.
How has digital marketing impacted your business?
According to Pradeep Nidamarthi of Reliance Capital, the impact of digital marketing can vary from each organisation as they have a different outlook on its success. Some people in the organisation view it as a long-term strategy where the payoff occurs over time while others have a short-term view and look at digital marketing as something that should bring them value on a quarterly basis.
He says that the success metrics depend on the discovery, conversion and repurchasecomponents of the main cycle. The impact of discovery on digital marketing is often hard to measure, so companies usually look at their engagement and conversion rates as the major success metrics.
Monish Ghatalia of Focus Communications said that one of the key metrics of the business is to understand the digital behaviour of the person. That is how they behave when they watch a commercial on TV vs when they watch an advert on Youtube. As customer behaviour changes, the mindset of the company has to change as well. Additionally, this shift from traditional to digital marketing can also affect various sectors of the business as they start thinking digitally. Statistics show that 5-10 per cent to 15-20 per cent of a business’ marketing budget is used towards digital marketing when acquiring a new client.
“For the real estate industry, many companies are not as marketing savvy as they would like to be,” said Prashin Jhobalia of the House of Hiranandani. “This is because they find it a challenge to segregate their customers into different buckets.” However, the impact of digital marketing in the business is its ability to put up numbers as proof. This helps them understand what the money is put towards to justify spends and measure return on investment.
How has attribution changed the business?
Real estate needs depend on the need of the client and the stage of life they are currently in. Jhobalia believes that a business is able to market its brand to the company if they are able to identify this individual and reach out to them at the appropriate time.
“The customer journey is different for each business,” said Nidamarthi. For example, with Reliance Capital’s general insurance policy, if a person has decided that they want to buy insurance, they have already done the research on the different policies available before approaching Reliance. At this stage of purchase, there is not much the company can do to change the customer’s mind other than the price. Therefore, digital marketing does not have an impact if the customer is already aware of the product. But for products like mutual funds, digital marketing has an impact as the discovery process is longer. He adds that brands should not just spend money on impressions but should also give importance to the visits that lead to your digital property and the interaction with the customer.
What is the secret sauce of digital marketing?
Monish Ghatalia says that the fundamentals of marketing believe that more is more (that is, more budgets, more people). However, with digital marketing, the mindset has shifted to less is more. Digital allows us to build the core customer base and because we live in a sharing economy, we can convert this customer base as well. He believes that if 100 core customers are acquired and nurtured, they can lead a business to its next 1000 customers. Therefore, the secret sauce for the business is in its approach to acquiring clients and adopting the framework of the current digital marketing industry. Additionally, businesses should aim to move their customers from conversion to brand loyalty. Instead of spending 99% of the budget on lead conversion, they should spend only a particular amount of the budget to go beyond just conversion and encourage customers to become loyal to the brand.
In the real estate industry, Jhobalia says that the secret sauce lies with the marketer and there is no single solution to success. The business needs to understand its objectives and use relevant information to remarket the brand to the customers.
All businesses have a digital marketing funnel and it is the duty of the companies to either drive people through the funnel or improve conversion through the funnel. Take a look at our in-depth video on full-funnel marketing here for more information.
Alternatively, the business needs to drive the right people into the funnel at the right time. According to Nidamarthi of Reliance Capital, there are 4 steps that all companies need to use to maximise their digital marketing strategy:
Collect and collate your data from all the sources available. This can help you build the user journey from discovery to repurchase.
Once you have collected all the data, you should have a master view of all the channels used by the business. That is the channel used to promote a good or service and the frequency at which the ad is shown.
The CRM process needs to be streamlined and constantly updated.
You need to have employees who are native to the digital world. They should have a good understanding of how digital marketing impacts the customer journey.
Having a good understanding of all these four components can help a business master their business digital marketing strategy.
Overcoming key challenges
Reliance Capital has numerous lines of businesses and each of them is in different stages of digital marketing with different regulators across the board. The biggest challenge for the companies over the next three to four years is that the common man will become more aware of privacy and will interpret it differently. When it comes to the use of data and systems, companies need to be more careful about how they use customer’s personal data and err on the side of caution.
According to Ghatalia, the biggest challenge faced by businesses is their ability to converge traditional marketing, digital marketing, technology, Artificial Intelligence and data. Companies need to understand that although these components will change in the next four to five years, the way a customer thinks will not. As a future marketer, they need to leverage this idea and be able to marry vehicle one (digital) to anything else in the digital market.
In the real estate industry, Prashin Jhobalia says that the ability of companies to recreate traditional content for digital media is a challenge. Another problem is the overpopulation of ads that creates competition within the industry. The developer might create an ad to target their customers while the distributors and brokers create different ads to target the same customers, this self-inflicted competition can create a lot of confusion in the industry. In order to overcome this challenge, businesses need to understand and react to the customer’s changing needs in a timely and efficient manner. One way of doing so is making use of vernacular ads.
The panel ended with a discussion with the audience, the panellists provided numerous thought-provoking ideas on the the future of digital marketing and improving ROI.
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.
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.
The objective for India Home Health Care was to boost their lead generation strategy to acquire better quality leads at the lowest price possible.
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.
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.
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.