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.
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.
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:
Digital Capabilities today are spread across 3 different functions.
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.
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.
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:
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.
The Digital Leadership Summit 2019 held at Bangalore was a massive success, to say the least. With insights shared by leaders of the industry. Mr. Ishan Gupta - Agency Lead, New Business at LinkedIn shed light on how companies and B2C brands can use LinkedIn as a platform to grow their business and how leveraging on the LinkedIn network can help businesses. Let’s have a look at some of the key insights of the session.
New Customer Experiences
The linear supply models have become outdated in recent years. Customers today want a new and fresh experience while on the internet. According to recent statistics, almost 73% of members on the platform are ready to accept content which is consumer-centric. These users are keen to accept content that is B2C which also lifts the tag that LinkedIn is only a B2B platform or focuses only on B2B. This acceptance of B2C also makes the platform become the perfect environment for consumer brands to reach out to an audience with whom they can engage with while on the platform. Almost 98% of the existing advertisers believe that the platform is a great place to be on for engagement with consumers.
There is a significant amount of investment being made towards enhancing digital capabilities by brands. This includes creating a space for the brand within the digital ecosystem and making the brand visible to the consumers on various platforms. However, the most important part of the digitization of brands and businesses is customer experience. Good customer experience is very important for the brand and especially the in the digital space the digital customer experience is key to the success of the brand and as a result, almost 70% of the investments towards digitization of a brand or business goes towards creating a good customer experience.
LinkedIn is the largest platform with a global reach for professionals and it is with no doubt that the members of the platform are among the highest paid executives. One-fourth of the userbase of the platform belongs to the highest tax bracket. This also means that the spending capacity of one-fourth of the users is high enough for consumer brands and even luxury brands to target. Good digital customer experience is very important for a business and if the customer is satisfied with the digital experience more than 85% of the customers are willing to pay a premium of almost 16%. All this is possible only because of the good customer experience provided to a customer on a digital platform or marketplace.
Planning for the future
With almost a fourth of the user base being of the highest tax bracket, it is no surprise that the users will be planning for their future. This planning will also include investments of different kinds including investment in the securities market. One in seven users of the LinkedIn platform have invested their money in the market in the form of mutual funds. This makes for some very useful data for the mutual fund companies, and also gives them a clearer idea of their target group.
The data that is collected on the platform with the help of the userbase can help the B2C business. This data can be used for tailoring new products which can focus on a specific target group. The data helps in curating a buyer persona which makes it easier for companies to work on consumer products which can better suit the needs of the consumer. The average user of LinkedIn is on the platform for a specific reason and not just to browse or while away time which makes the platform different from social media platforms.
The best part of having an audience from a platform like LinkedIn is that audience engagement is really good. These audiences have been bucketed into various segments with the help of the new advertising platform.
Mass Affluent: There are more than 3 million mass affluent users on the platform. How the categorization of mass affluent works? Any individual having investible assets worth more than seventy lakh rupees is considered to be a mass affluent. This is the extent to which data can be narrowed down to for categorization purposes.
High Networth Individuals: This again is a very niche segment that can be used to target a certain category of individuals within the platform. The targetting of high net-worth individuals or HNI’s can be done by brands or businesses looking for clientele with a market offering that targets the niche markets.
Young and mobile: Brands, businesses and even jobs that target young and mobile people with the help of the new advertising platform. The target audience can be reached out to directly with the help of filtering in order to be target specific. This again helps in target specific marketing campaigns, this makes the campaign's cost effective as well as direct.
Function and Industry: With the help of the new platform it becomes easier to narrow down on a person or target group working at a specific function or hierarchy within a specific industry. Making the options to target consumers even more specific and enhancing the interaction with the targetted audience much faster and more effective. This then helps in getting a better return on investment making the initial investment purposeful for the business.
The tool for the platform is effective to the extent where a person or a group of potential consumers can be targetted based on the basis of the school attended by them. Making the search and targetting of consumers more effective to say the least.
With a rapid global shift towards digitization the digital customer experience of utmost importance for a business or a brand. A good digital experience for a customer helps the brand in attracting more customers while also having loyal customers. Engaging with the customers is important to help the brands understand their customers and the requirements in order to cater to the specific customer groups and their requirements.
Over the last two years, LinkedIn has become a go-to advertising platform, especially for the B2B segments. With new features such as lead ads and matched audience, advertisers have been able to reach a qualified target audience at a competitive cost per leads. In an effort to constantly improve the ad platform, LinkedIn has recently updated its ad targeting options, providing three new features – Lookalike Audiences, Interest Targeting and Audience Templates. These new options afford marketers the chance to scale their marketing efforts and improve ROI. Let’s take a closer look at these features.
Lookalike Audiences is a feature already used by Facebook. This powerful tool helps you target and reach audiences who are similar to your ideal consumer. LinkedIn’s new tool combines traits of your ideal consumer with their company and member data to help you reach newer audiences that are similar to your existing customers, website visitors and target accounts.
Here are the benefits of Lookalike Audiences:
Extend the reach of your ad campaigns to many more qualified prospective leads. Lookalike Audiences can help improve your campaign reach by 5-10x, while still reaching only high-quality audiences that matter to your brand.
B2B marketers can use this tool to target their ads to companies they may not have considered before. These new companies will match a similar company profile to their ideal customer. Here’s more on how small businesses can leverage LinkedIn to generate leads.
LinkedIn introduced its Interest Targeting feature in January of this year. This tool gives marketers the advantage of reaching LinkedIn users with relevant ads that match their professional interests. LinkedIn has further expanded its marketing capabilities by partnering with Microsoft’s Bing search engine. This adds an additional level of interest targeting whereby you can now reach users via the topics or content they search for and consume. All this is done in a way that completely respects members’ privacy.
Audience Templates are a boon for marketers who are new to advertising on LinkedIn or for existing marketers looking to reach newer audiences. With this new feature, you can choose from 20 predefined B2B audience templates that include characteristics like job titles, skills, groups and so on. With just a single click, you can create a set model to target specific audiences, without wasting too much time at set up.
Lookalike Audiences, Interest Targeting with Bing and Audience Templates are now available to all LinkedIn advertisers. Leveraging these three new features will help B2B brands bolster and scale their ad campaigns to reach a more extensive number of highly-qualified leads via digital. You can also read our blog on LinkedIn Showcase Pages and why you must use them for more information on LinkedIn’s marketing tools.
As a ground-breaking development, Facebook is replacing its relevance score -the ad metric that measures the success of your ad campaign with more measurable metrics. Facebook is retiring this score at the end of April and is replacing it with three different granular metrics such as:
Quality ranking: A metric that measures the quality of your ad as compared to other ads intended for the same target audience.
Engagement ranking: A metric that compares your expected engagement rate to other ads targeted for the same audience.
Conversion ranking: A metric that compares your expected conversion rates to ads with the same target audience and optimisation goals.
The relevance score is a metric that tells you whether your ad is relevant to the audience it is going out to. The new metrics that are being rolled out are similar to the relevance score but are a more detailed analysis.
According to Facebook’s official announcement, ”When used together, ad relevance diagnostics will help advertisers understand whether changes to creative assets, audience targeting or the post-click experience might improve performance."
Whenever you run an ad on Facebook, it takes a look at your campaign goal and your target audience to understand what your audience is likely to do after seeing your ad. In other words, the relevance score is based on the expected action of your audience.
Since the relevance score is based on expected performance, it is indeed a vague parameter to measure the success of your ad. It is one of the primary reasons why Facebook has replaced the relevance score with three granular metrics. The greatest advantage of granular metrics is that they give you a more in-depth and focussed view of your ad’s performance. According to Facebook, these metrics will help advertisers offer the best user experience for their audience. Facebook advertisers can get better insights to produce engaging videos to drive traffic and revenue.
Apart from relevance score, Facebook is planning to shut down six other metrics such as saved offers, cost per offers saved, messaging replies, cost per messaging replies, mobile app purchase and web purchase.
The three granular metrics will be rolled out by Facebook from April 30, 2019. It is highly important for advertisers to keep a tab of these metrics as they help with specialised insights about ad performance. This is indeed crucial for advertisers to strategise high-quality ad campaigns and improve their optimisation initiatives for better brand visibility and revenue.
With the Indian internet population at over 500 million users (as of early 2019), the digital marketing industry is growing. With the industry showing an enormous projected growth potential and an expected paucity of trained professionals, many students, graduates and young professionals are looking to get on the digital marketing bandwagon. This has led to choice in terms of digital marketing courses in India.
To cater to the growing need for these courses, a number of companies and organizations have started various courses on Digital marketing. There are tons of books written on Digital Marketing and YouTube Channels covering digital marketing. Below is a guide on some of the best institutes that you could choose from.Since this is an extensive article we've split it into sections to make it easier for you to navigate and read through.
Short Video Guide on how to select the right digital marketing course in India:
Before opting for a digital marketing course online or offline, here are some pointers to evaluate the desired institute or course structure.
Here are some of the popular websites/companies/institutes offering Digital Marketing courses (in no particular order) which will save you a considerable amount of time in research if you're looking for one for yourself. While some of them are online, some are offline and some hybrid and offer classes across Mumbai, Gurgaon, Delhi, Bangalore, Chennai etc. Please do also read our post on top digital marketing blogs in India as these blogs can help you get started on the learning path.
Digital Vidya is Asia's leading Digital Marketing training company and the first to launch Social Media Marketing course series in India. Since 2009, they claim to have had participation from over 20,000 professionals and students, from over 10,000 organizations and institutions such as Philips, Google, eBay, Reliance, Star TV, Cisco, SAP, Naukri, Citibank, GM, Toyota, ITC, CNBC, NIIT, IIM Ahmedabad and IIM Lucknow, in more than 1,200 Digital Marketing training programs conducted by them.
Digital Vidya also offers Digital Marketing (CDMM), Mobile Marketing (CMMM) and Social Media Certification programs (CSMMP) in association with V-Skills, a Govt. of India initiative. They conduct a free weekly digital marketing orientation session for those who want to understand how digital marketing can help them grow their career or scale their business. They also have an active placement cell with digital marketing employment opportunities for their alumni.
Disclaimer: Rohit Uttamchandani of Social Beat is a Trainer for Digital Vidya.
Manipal Global Education Services is a reputed organisation that offers online and classroom-based courses on digital marketing. Their online certification program spanning 30 hours of learning covers various aspects of digital marketing such as SEO, SEM, ORM and Analytics. Those interested in learning Google AdWords and advanced online marketing techniques can opt for their Digital Marketing Professional Program - a joint certification by Manipal ProLearn and Google India, that comprises of e-learning, classroom training and live projects.
MICA has partnered with Upgrad to help young professionals turn into digital marketing leaders of tomorrow. The course PG certification in Digital Marketing and Communication is a dedicated course that covers various facets of digital marketing such as social media marketing, content marketing, branding and marketing analytics. The duration of this course is 6.5 months. Some of the interesting aspects of this course are certifications from MICA and Facebook, case studies, projects and one on one mentoring with industry experts.
TalentEdge provides a Specialised Executive Programme in Digital Marketing from MICA, Ahmedabad, ideal for early beginners and working professionals. They claim to have reached over 8,00,000 registered learners who have benefitted from the live lectures, case studies and content structure designed by MICA faculty & industry experts. Amit Kishore from MICA is the current lead faculty and comes with over 18 Yrs. of experience in strategic media planning & media research in India, Middle East, and West Africa & South East Asia. Apart from this, TalentEdge also offers an Executive Development Program in digital marketing from XLRI. The executive development program is a course for marketing managers who wish to understand the nuances of digital marketing techniques and tools to execute a campaign. If you are an entrepreneur looking to scale up your business, then this is the digital marketing course you should take. The course curriculum is designed to help you understand the impact of digital technology and media on the growth and performance of your business.
Simplilearn is one of the leading platforms for online training and professional certification programs. They have around 30 courses in digital marketing that provide hands-on experience in various Digital marketing domains. Accredited by OMCP, these courses are aimed at helping working professionals & aspirants stay ahead of the digital curve with relevant skills.
Internet & Mobile Research Institute, headquartered in Bangalore is a full-service international digital media training centre. IMRI conducts a one-month Executive Programme course in SEO, PPC advertising, SMM & Web Analytics, a six-month Professional Program In Digital Marketing (EPDM) and a one-year Graduate Program for aspirants to jumpstart their digital marketing career.
The All India Management Association (AIMA) along with Digital Vidya offers a joint Certification Programme in Digital Marketing and Analytics. The major digital marketing tools covered in this course are email marketing, SEO/SEM, pay per click, affiliate marketing, digital display, mobile marketing, online video and social media analytics. Spread over a period of three months, this online course is divided into 6 modules, costing Rs. 36,000 + service tax.
Digigyan, a digital marketing institute based out of Delhi NCR region, offers e-commerce and digital marketing courses and training to students, professionals, entrepreneurs and corporates. The online course is certified by the Internet and Mobile Association of India (IAMAI).
Online Courses are generally more convenient for most people, especially working professionals as they can be attended from the comfort of one's home/office without having to travel to a training centre. The travel might even have to be to another city for those who live in cities where good classroom training courses are not conducted.
Also, with technology having improved, online instructor-led virtual classrooms are as good as actual classrooms, with webinar software allowing for both peers to peer interaction as well as student-teacher interaction. Webinar recordings are also available for those who miss out on sessions.
Classroom programs would only work best for you if you are the personality type that prefers learning in a classroom environment or if you're not too comfortable with learning in a live webinar format.
For those of you who prefer classroom or hybrid training, here is a list of institutes which conduct digital marketing classroom courses and workshops in various Indian cities:
Located in Mumbai, the Indian Institute of Digital Education offers two courses on digital marketing and full stack programming. The digital marketing programme is designed to give freshers a robust introduction to the world of digital marketing and help professionals intensify their existing knowledge of all things digital. The programme is divided into a 6-month with classes conducted thrice a week, and independent certification courses conducted for three hours over one week.
The full stack programming course is an exhaustive 6-month program that gives students a profound understanding of the technical and practical aspects of web development and coding.
IIDE has two centres in Mumbai - Andheri and Jai Hind College and promises 100% placement to all students across Mumbai's top digital agencies.
NIIT Imperia, in association with Digital Marketing Institute (DMI) Ireland, offers a Professional Diploma in Digital Marketing for graduates and working professionals at their centres in most major cities in the country. This course is accredited by Further Education and Training Awards Council (FETAC) of Ireland. Apart from this, NIIT also offers two digital marketing programs for aspiring professionals namely advanced program in digital marketing strategy from IIM Lucknow and the second is an Executive program in digital and social media strategy from IIM Calcutta. These are exclusive courses which are designed for graduates and working professionals. The duration of these courses is 6 months. Apart from the course completion certification, the professional will also receive the IIM alumni status.
Digital Marketing Training Institute conducts a Post Graduate Program in Digital Media Marketing in Mumbai. The course is a one-year, full-time program that focuses on the strategic and practical aspects of Digital Marketing. They have an active placements cell as well which helps course participants get jobs in the digital marketing space.
EduPristine is one of India's leading training providers for international certifications in Finance, Accounting and Analytics. They also conduct digital marketing classroom courses in 11 Indian cities. The course covers 60 hours of digital marketing classroom training over 12 Sundays. They also have a 48-hour online course spread over 6 weekends. On completion of the course, the participants are awarded a Certificate of Excellence in collaboration with the "Microsoft IT Academy Program".
The Delhi School of Internet Marketing conducts an all in one advanced digital marketing live classroom course for working professionals, business owners and job-seekers, at their training centres in Delhi and Bangalore. They conduct an online instructor-led course as well on weekends. However, they do not seem to offer any digital marketing certification for participants who complete the course.
Simply Digital, started by a group of IIT-IIM alumni conducts digital marketing and big data courses at their centres in Delhi and Gurgaon. They also have a placement cell to help students get internships in digital start-ups & final placements at all levels across sectors.
Learning Catalyst, based out of Mumbai, specializes in niche web/mobile/digital related programs directed towards a wide segment of individuals with marketing, design and tech backgrounds. They have centres in 7 Indian cities (Mumbai, Delhi, Pune, Ahmedabad, Bangalore, Chennai and Hyderabad) where they conduct courses of various durations on SEM, SEO, SMM and a 6-week integrated digital marketing program. They conduct an online course on Google Hangouts as well.
Digital Nest conducts an Advanced Digital Marketing Training Course in Hyderabad. The course includes 48 hours of classroom training with weekday/weekend classes. They also conduct workshops/seminars and webinars for corporate bodies and educational institutions.
Social Samosa, one of the most popular social media news and information portals in India, conducts workshops and seminars on the basics of Social Media, Facebook and Twitter marketing in Mumbai. These one-day sessions can serve as a primer for those who want to gain a basic knowledge of the space.
Most of the courses listed above are best suited for students and working professionals. If you are someone in a fairly senior role who has more than 5 to 10 years of work experience under his/her belt, then it might be worthwhile considering doing an executive digital marketing course.
It's surprising to see that not many business schools in India are offering executive or management development programs around digital marketing. The few that do exist have been showcased below and we have tried to find a mix of programs that focus on digital marketing, e-commerce and analytics. If you have attended any of these programs please do leave your feedback in the comments below.
ISB Hyderabad has a 3-day executive program titled "Digital & Social Media Marketing Strategies" priced at Rs.1,00,000 + GST. It is specifically targeted for professionals and leaders in the marketing and strategy domain. The program aims to give an overview of digital and social media marketing and how to get ROI from the medium.
IIM Bangalore has a programme called "Digital Marketing for Business Growth" which they conduct mutiple times in their academic year. The programme aims to give an overview of digital marketing with a focus on the different social media marketing channels, search engine marketing (both search advertising & search engine optimization) and digital analytics. So it aims to give an overview of each of the key elements that can enable brands to get better engagement, leads and conversions. It also touches upon analytics and what metrics can be used to measure the performance of the digital campaigns.
IIM Lucknow does seem to have a programme on Digital Marketing by renowned Professor Moutusy Maity. She has done extensive research in e-commerce, m-commerce and CRM so the quality of the programme is likely to be very high. She has worked in the Industry (at Nielsen) and handled clients like PepsiCo and Eveready Batteries so she would definitely bring a practical experience to the table. We are yet to receive more details on the programme from them so we shall update it here shortly.
Great Lakes has a very interesting Post Graduate Program in Business Analytics and Business Intelligence for working executives which has a large focus on digital analytics. It is a blended program with classroom & online sessions. It also gives exposure to tools like SAS, R, Tableau. The entire programme is designed by experts in the Industry and the students have to complete a project under the mentorship of industry leaders. It is offered in Chennai, Bangalore, Pune & Gurgaon at the moment.
Hootsuite, one of the most popular tools for social media scheduling and monitoring offers a program called HootSuite Podium covering the fundamentals of social media marketing, with six free online courses. They also offer a paid certification exam, after passing which participants are listed in HootSuite's public directory of social media professionals.
Hubspot Academy offers a free Inbound Marketing Course & Certification marketers, entrepreneurs and students. They also conduct classroom training but only in the United States.
Apart from the courses listed above; there are various courses available on online learning sites including Udemy, which covers the basics of digital marketing and advanced concepts such as programmatic advertising, Udacity, Coursera and Gyaanexchange. If you are a self-learner keen on understanding the digital marketing space, there are various digital marketing blogs, articles, books and real-time case studies available online. You can also join relevant LinkedIn groups to participate in discussions & connect with industry experts.
All said Digital marketing is a field where just taking courses or following the industry trends alone will not make one an expert. Maximum learning can only be gleaned from actual hands-on, on-the-job experience. Hence, the success of these courses will eventually depend on the quality of digital professionals they send into the industry and how well they execute the acquired knowledge & digital skill sets.
If you are looking out for digital marketing or social media career opportunities in Chennai, Bengaluru or Mumbai then please check out our Career Opportunities. Reach out to us if you are looking for the top digital marketing agency in Bangalore, the best digital marketing agency in Mumbai and Chennai and grow your business.
Have you taken up any of these courses? Please share your experiences with us in the comments!
What was the last post you engaged with on Social Media? If your answer begins with the phrase “A video on…”, then you are among the 80% of Internet users who engage with this popular format of content on a daily basis. Compelling videos are undoubtedly the best way to grab the attention of your target group and elevate the image of your brand.
There are multiple formats that a brand can try out when it comes to video marketing. From animation to explainer videos, you have plenty of options and formats to choose from. One such format that is gaining popularity is vox pop. It provides real-life original content on popular opinions that the audience can often relate to. It is also an incredibly effective way to communicate the brand’s USP while triggering a conversation among people on an important topic.
It is safe to say that showcasing the USP of your brand in an interesting and insightful manner is the primary objective of every video campaign. Vox pops are your best weapon of choice in this context since they showcase people’s opinions on a broad topic and allow the brand to convey a strong message through people’s answers. What better way to reach the public, than through the public?
Last year, we created a vox pop for our client FundsIndia. The theme of the vox pop was centred around what people do on their phones all day. We received a variety of answers from browsing social media, to paying bills and booking tickets for entertainment. Based on people’s answers the interviewer raised awareness towards the use of the internet to invest money in a SIP or mutual fund. The vox pop helped communicate FundsIndia’s message of the importance of investing early to reap the benefits in the future. The video was promoted on Facebook and achieved high organic views and engagement.
Production videos are great. They do exceptionally well on both YouTube and social media channels as they have a personal connection with the target audience. However, the production costs involved in creating a video can often weigh you down and curb your creativity. Moreover, shooting a video with a studio setup will also result in a lot of overhead costs as they may include travel and sourcing actors. Vox pops, on the other hand, have little to no costs and are a budget-friendly option for new or growing companies. A mic, camera and quirky set of questions are all you need for production. You can gain a quick and creative piece of content at a minimal cost.
Vox pops are great not only for getting insightful and relevant comments from users but it also helps a brand curate original content. People’s opinions on certain topics can help spark a conversation about an important issue or event. Not only does this give the company a unique name but it also encourages conversations about issues that people would not have normally thought of.
For Diwali, we steered clear of the usual celebratory videos for our client Ashok Leyland. To break through the clutter, we used a vox pop video to highlight the important role truck drivers play on this festival. To do this, we asked people what they did to celebrate the holiday. People shared their thoughts on what the festival meant to them- they talked about the sweets and gifts that bring meaning to the holiday. We used this opportunity to remind them of truck drivers who deliver the gifts and sweets across the country to make sure everyone has a great holiday. This sparked a conversation about the people who worked on Diwali and how they deserve to be celebrated as well.
“Diwali Ke Asli hero Kaun hai?” was promoted on all the major social networking channels of Ashok Leyland with the hashtag #YehDiwaliBadiNirali. This was also one of the most trending vernacular vox-pop videos of 2018. The video garnered over 2.5 lakh views across platforms with 3.1K comments and 400+ shares.
Vox pop videos help voice the opinions of people in society. This provides for a very organic form of advertising as we get to hear people’s unfiltered thoughts on the topic discussed. People’s opinions and views on a topic can vary, making vox pop videos more relatable and memorable. It is a creative way of bringing research to life by producing compelling video content.
We did a vox pop video for our client, Sundaram Mutual, for Father’s day that everyone in our target audience would be able to relate to. The aim of the video was to communicate the importance of saving through our spending habits and how they differed from our dads’. When we asked millennials what they would do with 1 lakh rupees, most of the responses involved food or travel but when asked what their dad would do with the same 1 lakh rupees, the answers included saving money for the future or for their kid’s education. We received a great response to this video with 3 million views, 36K shares and over 600 comments.
In contrast to traditional advertising, vox pops are original. The real-life responses of people can often result in various emotions, both happy and sad. Vox pop videos can also increase engagement on other social media platforms such as Twitter and Facebook as people post their thoughts on the videos. The ability of vox pops to bring out so many emotions in people makes it a great form of advertising for many companies to help add value to their brand while spreading a positive message.
Digital marketing for doctors can be tricky. This is particularly because medical professionals need to go the extra mile to build a sense of trust and assurance with potential patients in the online space. Whether you are a practitioner or looking for ways to improve the visibility of your clinic, it is important to incorporate a digital-first marketing strategy to widen your clientele. Here are a few digital marketing tips for doctors to stay relevant and patient-centric.
The most important platform that serves as the first point of contact between you and a potential patient is your website or landing page. The user experience provided by your website will lay the foundation for the first impression created on visitors. To provide the best user experience, it is important to create a website or landing page that is extremely navigable and user-friendly. Furthermore, you must ensure it contains all the adequate information patients look for while searching for medical help. Important details such as doctors profile, consultation timings, health departments, courses of treatment and procedure to fix an appointment are extremely vital. Additionally, you can implement AMP-enabled pages for lightning-fast loading speed, to ensure visitors stay on your website and do not bounce off.
Featured below is a website developed for Dr Mohan’s Diabetes Centre – the nation’s leading diabetes clinic. From services to locations of clinics, the homepage covers all the aspects that patients are looking for, making it highly efficient and discoverable.
To add to that, featured below is a video on how AMP landing pages produced 33% lower CPL for India Home Health Care – a leading healthcare provider. When IHHC approached us to generate high-quality leads at lower cost-per-lead (CPL), we incorporated AMP-enabled landing pages that load faster, are mobile responsive and look great on both desktop and mobile. Within three months of launching, the total conversions increased by 20% with a 33% reduction in CPL.
After creating a user-friendly website, the next area of focus is to build strong informational blogs that resonant with your medical practice. According to statistics, there are about 3.5 million medical searches on Google on a day-to-day basis. As a first step, you need to understand those subjects which are being constantly searched on the Internet. From informational content on symptoms and treatment options and FAQs to home remedies and simple tricks, you can use your blog as a platform to give simple advice to your customers. Additionally, there is no better place than blogs to feature the success stories of your patients. Customer testimonials can greatly influence your website traffic and readership. To stay relevant, it is important to plan an effective content strategy by identifying the important dates and months in the world of health.
Email marketing is yet another effective approach when it comes to digital marketing for doctors. Resourceful emailers help practitioners connect with their audience at a more personal level. Your patients will find it extremely useful as the information is right there in the inbox before even they plan to search for it.
Featured below is the blog page of Neuberg Diagnostics. Neuberg Diagnostics addresses a diverse range of healthcare concerns for its customers through an innovative content strategy. Their blogs are relevant, informative and highly engaging.
Recent statistics show that there are 5 million videos that are watched on YouTube every single day. Engaging videos generate 1200% more shares than images and texts combined. Videos are a great digital marketing strategy for building credibility and authenticity for your brand. There is nothing more engaging than watching a medical professional provide deep insights on a particular disease or treatment. It helps your patients feel at ease and assures them that they are in the hands of an experienced practitioner. Videos are also an appropriate place to feature your customer testimonials. The greatest advantage of videos is its ability to invoke a wide range of emotions like hope, passion and courage which pushes them further down the marketing funnel.
For example, here is a video created by Dr. Mohan’s on the concept of “What is it about the 90’s?”. It is an inspirationa; video of how a 90-year-old person with diabetes defies all norms.
Imagine you have a great website, blogs, emailer and videos. But, your patients can’t find you on Google. The best way to solve this problem is to adopt effective methods of search engine optimisation with a detailed on-page and off-page checklist. SEO is important when it comes to digital marketing for doctors since it helps in developing a content strategy based on specific keywords used by your patients for their searches. The first task that you need to implement before developing your content is to do a keyword research using tools like Google keyword research tool and LSI Keyword generator tool. It is always ideal to choose keywords that have a lower difficulty score and higher search volume. Although you need higher search volume for better ranking of your website, quality content is always the king.
As per a recent survey, 39% of patients choose their practitioner from a Google search. These statistics prove that listing your clinic or medical practice on Google My Business Listings plays a huge role in increasing your visibility and footfalls. Ensure you provide ready information with updated phone numbers, complete address, services, working hours and a link to your website. GMB listings also offer reviews shared by older patients and visitors that add credibility to your practice. Additionally, you can also feature relevant blog posts in your listings, providing viewers with a detailed glance of what you have to offer.
For example, below is the GMB listing for Dr. Mohans with a link to their website, social media profiles and Wikipedia page.
Digital marketing for doctors is incomplete without a strong social media marketing strategy. The most important factor that medical practitioners must keep in mind is the fact that every social media platform has a unique audience. The demographics and preferences of Facebook and Instagram are quite different than that of LinkedIn. So, it is always ideal to strategise your social media campaign based on the nature of the platform. There is no better tool than social media to address the complaints and concerns of your customers.
For instance, online communities and discussion forums are great tools to handle customer complaints. Hashtag campaigns, infographics, quizzes, memes, hangout interactions and live chats are other ways to effectively engage your audience through social media. Featured below is an innovative Facebook campaign done for Neuberg Diagnostics with the hashtag #Samjhoishare. The posts play around the concept of healthy living with a comic touch, covering all the aspects of a successful social media strategy.
Multilingual marketing is a great way to genuinely connect with your audience in a language they are comfortable in. By 2020, 9 out of every 10 Internet users will be consuming content in regional languages. Adopting a multilingual marketing strategy will give medical practitioners an early mover’s advantage to connect with their audience and stay ahead of their competitors. However, it is vital to take up an end-to-end multilingual strategy, from vernacular videos to regional ads, in order to create an impact and increase the credibility of your practice.
For example, featured below is a Facebook campaign on the Ten Commandments of Diabetes. While the English posts got an engagement of 8 likes, the same campaign in Tamil generated 6 shares and 2 comments, proving to be a much effective approach to reach your target audience.
While implementing an effective digital marketing strategy for doctors, it is always important to ensure that all your digital tools are streamlined and are sync with each other. Doctors must also focus on building a content management platform to track the performance of your digital assets and identify key areas that require updation and improvement. You can also check out our blog on digital marketing tips for Pharma for more insights.
A good digital marketing strategy is one that empowers your brand, but a great digital marketing strategy is one that empowers your consumer. This saying is particularly true if you belong to the jewellery industry – where the customer is queen! Today, digital marketing for jewellery brands is no longer an option – it is a necessity to drive store visits, increase brand awareness and elevate the image of your brand. Read on for fool-proof digital marketing tips to mark your territory in the online space.
Building a household brand name is every marketer’s prime objective and the first step to that is by creating a strong online presence. Jewellery brands need to focus on the following digital marketing techniques that double up as a powerful foundation for future digital strategies:
Whether you have an online store or a showroom, a great website is key to attract more customers and significantly increase your revenue. Opt for a crisp and clean design that helps tell your brand story. Apart from being aesthetically appealing, great design also provides unmatched user experience, creating a seamless transition from an inquisitive lead to a loyal consumer. However, a remarkable design needs to be backed up with great content that keeps your audience engaged. You also need multiple web pages on the homepage that provide in-depth information about your brand and landing pages that behave as e-commerce portals that highlight a particular line of products.
Featured below is the landing page design incorporated for Gehna – an online boutique that specializes in authentic hand-crafted jewellery. The page has a clean layout and enticing images for a pleasant user experience. As you can see, the product is described in a clear-cut manner with no distractions and a relevant CTA.
In today’s digital age, almost every process – right from buying a bracelet that matches your attire to deciding which type of jewellery should be worn for various occasions – begins with a simple Google search. Ensure your brand appears on the first page of the World’s most-used search engine by creating an ultimate SEO checklist accompanied by various link-building techniques and SEO plugins for WordPress. A detailed keyword research and competitor analysis to know what your target audience is searching for is a good way to understand what type of content works.
The one thing that the Internet is known for is tons of valuable information that helps you make an informed decision – and blogging is one of the most effective digital marketing techniques to deliver that. Websites that feature a blog page have 434% more indexed pages on Google which means they are recognised and ranked easily, increasing the probability of appearing on the first page. Jewellery brands need to leverage the reach of informative blogs and go the extra mile with creative infographics, embedded videos and intriguing images that keep viewers hooked. The blogs can cover all aspects of buying jewellery – from tips to keep in mind while choosing a diamond to bridal jewellery looks for the contemporary bride.
Everyone who is anyone is on social media! Reach the very palm of your target audience with a strong social media presence that draws them towards your brand. Facebook, Instagram, YouTube and Pinterest are great digital marketing platforms to increase the exposure of your jewellery brand. Opt for innovative social media campaigns to create awareness about your brand, promote your products and engage with your followers.
Featured below is a Valentine’s Day campaign we ran for Malabar Gold and Diamonds. We created a series of grid posts on Instagram that utilise the entire screen space on the feed. This drove a lot of engagement on the page that led to a whopping 1500 new followers!
Videos are a great way to tell a million stories in each frame. Connect with your audience and push them further down the marketing funnel with compelling videos that convert. Begin by creating a YouTube channel and attract subscribers through optimised videos that show up on the user’s feed based on the keywords entered. Digital marketing for jewellery brands through videos comes with a lot of creative freedom due to the luxurious and fun aspect of the product. Keeping your target audience in mind, you can create thought-provoking snippets through video campaigns that are guaranteed to draw in more subscribers and build your brand image online.
Nothing is more powerful than an influential source suggesting your brand to a potential consumer. Leverage the power of word-of-mouth marketing through social influencers who have a strong following. Keeping the creative space of the jewellery sector in mind, marketers have a huge potential to tap through bloggers and lifestyle influencers. You can also collaborate with influencer marketing platforms, like influencer.in, to hand-pick influencers who resonate with your brand and reach your target audience in a seamless and hassle-free manner.
Featured below is an influencer marketing campaign implemented by leading online designer jewellery brand Voylla. The brand collaborated with top beauty and fashion influencers including Jhanvi Bhatt, Mrinali Das and Anusha, to name a few. Each influencer shared posts on Instagram wearing exquisite pieces of jewellery from Voylla and connected with their followers in the language and tone that reflected the image of the brand. The campaign greatly contributed to increasing the reach and visibility of Voylla with higher conversions.
Digital marketing for jewellery brands does not necessarily cater to online stores alone! You can drive visits to your brick-and-mortar store by posting your store on Google My Business Listings. Not only will your store show up on a Google Search and drive traffic to your website, but users can also get directions to your showroom and read reviews to get a genuine understanding of your business. As per a MOZ report on factors that help a page rank, GMB listings contribute to 14.7% of the overall influential factors, making it a vital aspect in digital marketing for jewellery brands. Read our blog on the 13 ways to leverage local SEO and Google Maps for your business for more insights.
Since most numbers of searches today are local in nature, an informative GMB listing, like the one featured below for Gehna, will drive more store visits and higher revenue. As you can see, the GMB listing showcases the address, working hours, contact details, directions to the store and images to make it more convenient than ever for consumers to pay a visit. They can also visit the website directly and place an order!
Digital ads play a huge role in helping you reach your target audience and drive more business for your brand. From Facebook ads and Google ads to newer formats like YouTube and Instagram, you can choose your marketing platform based on your objective and the type of audience you are planning to target. Furthermore, if you are selling your product on Amazon, you can also run ads on Amazon and drive more relevant traffic to your e-commerce store. You can also opt for shopping ads that ensure 8 to 10X return on ad spends. Shopping ads run on a combination of optimisation, monitoring and bidding, with a keen focus on increasing average order values.
We ran shopping ads for Voylla – a contemporary jewellery brand with an e-commerce website. We used optimized images, titles and product descriptions that help the ad show up as a Google Search ad. As you can see in the image below, a simple Google search for “gold plated men's ring” shows up a series of shopping ads, out of which the Voylla ad is placed as per the position it was bid for.
When it comes to digital marketing for jewellery brands, it is safe to say that the world is your oyster due to the wide range of creative campaigns and ads you can incorporate in your strategies. You can also read our detailed blog on digital marketing for real estate, finance industry, insurance companies and FMCG giants. It is time to leverage the power of going digital and grow your business!
A while ago, we shared the worlds’ best digital marketing blogs which covered a comprehensive range of the kind of content that is being created and shared worldwide. And then we got to wondering, how well-versed in the Indian market with the digital era?
An increasing number of Indian brands are going digital and the key is to keep yourself updated with the latest marketing trends and digital discoveries and use them to the best of your capabilities to expand your business. After all, digital media is all about growing. So, after a lot of backbreaking research, we got down to rounding up some of the best digital marketing blogs in India which could help you guide your way forward in the social media and digital space. You may also find it interesting to read our book on digital marketing insights or subscribe to our YouTube Channel. If you think we missed some amazing blogs, please do comment below and let us know.
Founded by Aditya Gupta and Ankit Gaba, Social Samosa is the provenance of high-toned content which encompasses of agency highlights, in-depth case studies, interviews with prominent icons in the digital world, campaign reviews along with tips and tools that could help you grow profoundly in the social media expanse. The idea is to help businesses understand the world of social media locally and globally.
Deepak Kanakaraju is a leading marketing consultant from Bangalore. Prior to being a consultant, he worked as a digital marketing manager for leading brands such as Instamojo, Exotel, Practo and Razorpay. He is also a published author and his book “How to get your dream digital marketing job” is a handy guide for aspiring digital marketing professionals. His blog Digital Deepak covers a wide range of topics ranging from digital marketing tips to entrepreneurship.
Digital Ready is a leading digital marketing training centre based out of Hyderabad. Their blog is a comprehensive guide for young professionals to understand A-Z of digital marketing. From latest updates and best practices to tips and tricks, Digital Ready covers everything in the world of digital marketing. They also offer digital marketing certifications and placement solutions for students.
Like Campaign Asia, the blogs at Campaign India cover the trending topics in digital media and they act like a solo powerhouse of information that is adequate for online marketers. The content found on this platform is mostly news and opinions from the digital world.
Focused mainly towards digital marketers and CMOs who are looking to create a footprint in the world of digital marketing, Social Beat blogs cater to a variety of industries. The content in the blogs aims at helping businesses understand how different strategies can help them grow their business online. The blogs are enriched with quality insights and goal-oriented strategies to help brands get best ROI from their digital marketing efforts. You may also find it interesting to read our book on digital marketing insights or subscribe to our YouTube Channel.
From the latest news to the top digital media trends, Lighthouse Insights provides everything. Timely interviews with eminent personalities from the creative world are also covered in their content hemisphere. These articles are something to look forward to for people who love nibbling on digi facts and understandings.
Sorav Jain is yet another digital marketing expert in India. His blog is a great platform to understand the latest tips and tricks for social media marketing. Apart from being a leading digital marketing consultant, he is also an author and a trainer. 101 content marketing tips on social media and Social Media for Business are the two books authored by him. Another striking highlight of Sorav’s blog is # DigitaltalkswithSorav where he interviews various industrial experts.
The blogs of Shout Me Loud offer tips on WordPress, SEO, money blogging and affiliate marketing. Shout Me Loud also covers exclusive high quality content for beginners on how to make a career out of blogging. It is one of the award winning blogs that gives useful tips on how to become an entrepreneur with the help of blogging. Shout Me loud is owned by Harsh Agrawal, a blogging expert from New Delhi. Today, Shout Me Loud has attracted about 900,000 readers across the world.
Digital Vidya is one of the leading platforms that offers digital marketing courses in India. Their blog section covers all things digital and has detailed step by step guides on each digital platform. Additionally, Digital Vidya blog also has case studies on various industries, which helps brands and marketers alike.
Influencer.in is one of India's leading influencer marketing platforms, connecting brands with bloggers and Influencers. The blog provides excellent insights influencer marketing and tips for bloggers. It is the best resource to stay up to date with Influencer marketing news and tactics for a successful campaign.
Road safety has become more important over the years as the number of cars on the road has continued to increase. Traffic safety is essential as it helps prevent drivers of vehicles from causing accidents and hitting pedestrians. Laws are enforced to ensure the safe and efficient flow of traffic.
Social Beat recently did a video on road safety titled ‘A Day in the Office ft. Bad Drivers’. The objective of the video was to mirror the bad behaviour of drivers on the road in our everyday office life. It took a hilarious stance on road safety and covered rules such as ‘Don’t text while driving’ and ‘Don’t drive on pavements’ with the use of common office etiquette as examples. The video aimed to communicate the message that the rules you follow at the workplace should be followed on the road as well.
The video was promoted on Facebook and Instagram and had a total reach of 26,264.
It helped broaden our presence and increase engagement on social media and increase the number of subscribers and followers on different social media platforms. The video also demonstrated our expertise across different video types.
Marketing for any product or service digitally has now become mandatory. With over 234 million internet users currently, the digital market has really opened up a plethora of opportunities for brands today. Real estate is one such industry that has really benefitted from the digital marketing wave. According to research, around 92% of potential buyers do vigorous research online before they ultimately make the purchase offline. Hence, making sure you have a strong digital marketing strategy is of the utmost importance to make your brand name stand out in the real estate industry. To learn more please do read our book on digital marketing or subscribe to our YouTube channel.
So, what makes digital marketing for real estate such a vital tool for developers and home seekers?
Marketing techniques are open to evolve and get better over time. Additionally, if you are an ardent user of the digital space for marketing your products, you know it comes with numerous benefits. Apart from the urban space, digital marketing is evolving in tier 2 and tier 3 cities of India as well. Real estate developers are yet to realise these benefits and are only scratching the surface when it comes to taking full advantage of what digital marketing has to offer. Here’s where digital marketing in real estate gives developers an edge, with a multitude of digital marketing trends to expect in 2017.
For any real estate developer who is hoping to succeed, digital marketing is a great place to start. Developers not using this medium are losing out a plethora of opportunities that the medium has to offer. Here are some of the strategies that a developer can use:
Let's look at some digital marketing practices (in the Real Estate Industry) that will help achieve the above-mentioned goals.
Creating an online presence is the first, most important step, and serves as a backbone for all future digital marketing activities. To establish a powerful online presence, Real Estate developers need to focus on creating three things.
For Real Estate, a website can serve two purposes: a virtual office that showcases the builder's latest projects or a virtual marketplace for home seekers to explore purchasing options. To make either one or both of these purposes work well, there are numerous tools and optimisation techniques that need to be implemented.
Even the design of the website matters as it can make a difference to user experience and one such design that has been making waves amongst the real estate websites is a Flat Design. Flat website designs are categorised by their simple, elegant and square’ish’ look; first noticed in the Windows 8 Tile User Interface. With minimalistic animations and loads of white space, the Flat website design has proven to be effective in page speed loading times, readability, mobile optimisation and ease of navigation.
While a good website design is pleasing to the eyes, it only scratches the surface of what matters especially in the Real Estate sector. A stellar design needs to be accompanied by great content to create an impact. Writing good content that effectively communicates a Real Estate brand’s message and intrigues the user to go ahead for a purchase is vital. Presenting your target audience with engaging content is a sure-shot way to grab their attention and generate leads.
Real Estate is a very broad topic, so to fit everything into a single website, other strategies can be utilised to showcase everything a Real Estate developer has to offer.
Here is an example of pillar content we created for one of our leading real estate clients, Shriram Properties. The pillar page is currently ranking for a total of 1000 keywords out of which 150 keywords are ranking on page one.
When people need help or are looking for something, they do one of two things – seek out a person or a place or browse the internet. Blogging has come a long way from being a casual online tool for storytelling to an essential element of a digital marketing strategy.
Blogs are a long, short or creative source of information and if there is one thing Google loves, it is loads of valuable information. Research shows that websites with blogs have 434% more indexed pages. Google recognises and ranks these websites easily due to the information provided, ultimately leading to that site showing up on the first page of search results.
Considering how broad a topic Real Estate is, builders must take advantage of the power of blogging and focus on sharing information to potential home buyers. Blogs that give detailed information on upcoming properties, tips on home buying and guides on investment options are just some of the many topics a Real Estate blog can include.
The platform of Social Media offers brands a unique way to get more personal with their audience, and it is no different in the case of Real Estate.
There are numerous platforms for Social Media Marketing available today and some of the most useful ones for Real Estate developers include:
Having an online presence won't be fruitful if your potential customers are not aware of that presence. Real Estate developers depend heavily on lead generation, and digital marketing offers the quickest, easiest and most ROI friendly lead generation method. Here are some of the ways Real Estate developers can acquire customers via digital media.
Advertising online is one of the best ways to ensure you are reaching your potential target Group. If done right, it can be the best lead generation tool for real estate developers. Be it Facebook or Google or even other platforms such as Bing and Yahoo, using lead generation, website conversion ads or even interactive ads to engage with your target audience and collect leads.
As of July 2017, there are 241 million active users in India on Facebook. This is a primary reason why advertising on Facebook is something every builder needs to try. From website conversion ads to lead ads and carousel ads, builders should try a combination of videos and images to drive enquiries and site visits. Facebook also has detailed targeting by demographics, age and behaviour. Additionally, you can also target your website visitors and those you have engaged with your post so that the ad is displayed to a more specific and niche crowd making the probability of selling the property even higher than before.
Ads in regional languages have started rolling out, and marketers have begun incorporating this concept into their marketing strategies to reach out to their target audience. When a potential home buyer reads an ad in his regional language, he develops a bond of trust and comfort with the seller and is more likely to make a purchase, or at least recommend that product to a friend.
With Facebook’s Brand Reach and Frequency campaigns, brands can even get assured visibility and reach, similar to what a front-page newspaper ad gives.
Google AdWords is a paid digital marketing strategy that is run on the Google search engine. Adwords smart display campaigns run strongly through a set of rules and guidelines and work best when incorporated into SEO tools and strategies.
Let's say a home seeker is typing "flats in OMR" in the search box; if the digital marketer has incorporated the keywords "flats in OMR" along with some other relevant search queries, Google will pick up that ad and display it in the search results. The placement of the ad depends entirely on the budget set for the campaign. You can also optimise your AdWords campaign for profound results.
Google’s algorithms are ever changing and evolving to be more consumer-friendly, and 2017 has some cool new digital marketing trends that every marketer must keep close tabs on.
Drip emails are automated emails that are sent out based on a predefined time or user actions. Real Estate developers can target and constantly stay in touch with a group of people based on certain criteria retrieved from a strong email marketing database. Let's say that a customer has visited a property website and shown interest by subscribing to property newsletters. Digital marketers can use the information provided by the customer to send emails about the development and completion of the property and news on various other related properties.
Drip emails are a powerful lead nurturer, with statistics showing a 119% increase click-through rate via trustworthy emails.
Influencer marketing is the Internet's word-of-mouth marketing method and can prove very effective to generate leads for Real Estate Developers. Just like word-of-mouth, influencer marketing uses popular bloggers and other professionals in the Real Estate industry to promote a particular property. Influencer marketing channels include both blogs and social media channels, so Real estate developers must carefully choose the appropriate kind of influencer to market their properties.
Influencer.in provides a one-stop platform for Real Estate developers to search and connect with the best influencers in the country; they can choose from either working on long campaigns with a selected influencer or contacting multiple micro-influencers over various social media platforms to spread the word.
The age-old marketing rule of getting new customers while retaining existing customers applies in the digital space as well. Of course, the most popular tool for customer engagement today is social media, and Facebook ranks high up on the list, especially for the Real Estate industry. There are a plethora of social media trends benefiting the real estate industry. Here are some interesting ways developers can utilise Facebook and YouTube for customer engagement.
As of 2017, India had 450 million active internet users. While these numbers are set to increase over the next few years, what’s interesting to note is that by 2021, 9 out of 10 internet users will be Indian language users. These massive numbers indicate a much larger audience group for real estate developers to tap into. The easiest way to do this, is by employing multilingual marketing as part of their digital strategy. Take a look at our detailed video on why every Indian brand MUST have a Multilingual Digital Strategy and Vernacular Communication.
Be it ads, a landing page or even an entire website, when a potential customer sees content in his own native tongue, several things happen. You create brand awareness and increase brand recall, you build your customer’s trust in your product or brand and finally, you have a higher chance of converting potential leads. In the case of real estate companies, your buyer is likely to purchase a home or at the very least recommend your company to a friend.
Keeping the vernacular approach in mind, real estate companies can use vernacular content in their ads to reach their target audience using Facebook Marketing Solutions. One thing to remember is that you can’t stop with just your ads – your entire digital strategy must include an end-to-end multilingual marketing approach. You can read how regional ads resulted in a 70% drop in CPL for one of our biggest real estate clients.
The sales funnel of yore has been proclaimed as outdated by many. Today’s digital marketing funnel is a cocktail of strategies targeted at gathering better quality leads, converting them successfully and then nurturing your leads/customers so they keep coming back. Of course, the important aspect of lead generation is quality content. The various phases in a digital full-funnel marketing approach are Awareness, Consideration, Conversion and Retention. You can check out our detailed video of Full Funnel Marketing via digital for an in-depth explanation.
The reason the digital marketing funnel is so important for real estate companies is because back in the day, only the final level was considered important. Driving conversions was the only target real estate brands poured their resources into. However, that’s where the problem lies. Without your audience knowing who you are or the products and services you offer, your brand cannot expect to have a high conversion rate. It is therefore imperative that real estate companies include a solid full-funnel marketing approach in their digital strategies.
If a picture paints a thousand words imagine what a video could do. Videos have been around for decades and have taken the world by storm across industries – be it education, entertainment, information, etc. YouTube is currently the world’s second largest search engine with over 225 million monthly active users in India alone. Suffice to say that your real estate brand needs to have a comprehensive YouTube strategy to tape into this sizeable audience. It is important to note, however, that you don’t have to stop with just YouTube. Real estate brands will have to explore multiple video formats across social media channels like Facebook, Instagram, LinkedIn, etc and create customised strategies for each. Today, interactive videos are currently an extremely popular trend due to the higher user engagement they deliver. You can also read our blog on tips to create compelling videos that convert.
One of our esteemed clients is a Chennai based Real Estate enterprise which laid its foundations in 2004. Known for providing niche residential segments like luxury villas and high-rise apartments, the company has since produced 68 projects, selling to over 4000 happy residents.
Our client wanted to scale up its digital presence through powerful digital marketing, focusing on five primary goals.
An intense digital marketing campaign followed, running on platforms like Facebook, LinkedIn and Google search, resulting in an impressive turnaround that showed:
Real estate is the most reliable and secure long-term investment you can make, and the ability to purchase a home will only get easier with newer technologies coming into the digital space, which is capable of giving you a real-time experience of any property right through a screen.
Looking for ways to create thumb-stopping content for your brand? Then videos are definitely your best bet! Video content was one of the biggest digital marketing trends of 2018 and is here to stay. Thanks to the cheaper data plans available in the market today, videos can easily be streamed online, without any hassle, on screens of all sizes. Furthermore, smartphones have evolved with high-precision cameras, editing suites and a plethora of video-based apps, making videos easily shareable on all platforms. Moreover, with so much content being shared in the digital landscape, brands are looking for newer ways to stand out of the crowd. These reasons have paved the way for videos to be the lever in boosting conversions for a brand.
Now that you are convinced that video marketing is the way to go, let’s take a look at a few fool-proof video editing tips to make compelling videos that increase conversion rates for your business.
Plan your video in such a way that it is crisp, short and communicates your message quickly and effectively. The first 3 to 4 seconds of your video are most crucial. Make sure your brand name and objective of the campaign is communicated within this time. According to a recent Facebook survey, you can expect a 20% increase in the number of people finishing the video by practising this technique. Additionally, it is important to incorporate text on videos since most videos are watched in mute, especially on mobile. You can use text in the form of subtitles or any other medium to keep viewers engaged and communicate your brand story even with no sound.
You can also experiment with short versions of your video instead of treating it as one big aspect. One of the best video editing tips is to cut it down with multiple storylines. You can also add effects and use the multitude of formats offered by Facebook and Instagram to make it interesting. By doing this, you can create multiple videos that target different audiences, widening your chances of going viral. Here is a sample video that we did for a real estate builder:
Emotional content works wonders on viewers, especially when portrayed in the form of a touching video. Increase the visibility of your brand by tapping trending topics that may not directly speak about your products and services but creates a stir because of the emotional quotient. This is one of the most effective video making tips that will help in creating soul-stirring original content which is always a hit in the digital space.
When Sundaram Mutual – one of the top clients in the finance sector – approached us for a video campaign, we decided to go outside-the-box and create a vox pop video. The video was launched on Father’s Day and spoke about the various financial lessons you’ve learnt from your father.
When it comes to video making tips, it is best to tap audiences across all social media platforms to get the most out of your campaign. With most platforms giving priority to content that drives more engagement, videos have the potential to be your trump card to get ahead of your competitors. Leading social media platforms like Facebook, YouTube and Instagram also give users the chance to share your videos, increasing the chances of them going viral. However, it is important to make sure the videos are targeted at the right set of audiences who relate to the product or service being showcased.
With 225 Indian users active on YouTube every month, a lot of brands are making the shift from traditional forms of advertising to YouTube ads. You can choose from a wide range of types of YouTube ads based on various factors like reach, budget and length of the ad, to name a few. Featured below is a YouTube bumper ad of one of our real estate clients – Asta Properties – who leveraged the reach of YouTube ads to introduce a newly launched project.
The ad played in Tamil and English, witnessing an outstanding reach of around 18,000 users with more than 4,000 clicks. The ad was targeted to users who were interested in a real estate investment of Rs. 1.5 crores, within the age group of 35 to 54 years.
Speaking about going across platforms, one of the most important video editing tips is to check the aspect ratio of your video for full-sized viewing on hand-held devices. As per a recent study, 97% of consumers access Facebook through mobile and Instagram has witnessed a 150% increase in video consumption in 2018. A traditional 16:9 video occupies very less space on mobile screens. Instead, change the aspect ratio of your video to 1:1. This will occupy the entire mobile screen and reduce distractions from other posts. Here's a video on how to optimise your video for Instagram and Facebook for more insights:
Just like any other form of content, videos too need to be optimised to be discovered on search. As per a recent study, 74% of active social media users follow brands on YouTube, stressing on the fact that search engine optimisation for YouTube is now as important as ever. Additionally, with voice search emerging as a top trend in digital marketing, ensure your video is optimised with long-tail keywords that answer the public. Create a comprehensive on page and off page SEO strategy with the right meta-descriptions, a custom thumbnail, a click-worthy title and alt text to ensure your video ranks on the first page of search engines. It is also important to add an appropriate call-to-action and social share buttons to push potential consumers further down the marketing funnel. These are the most crucial video making tips that can either make or break a campaign.
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.
Landing pages are known to be the weapons of mass conversions and what better way to engage with your potential consumers than an attention-grabbing video? Videos provide a lot more information about your brand with much lesser effort and half as much time. This creates a win-win situation for users being able to get a better understanding of your services and your landing page generating a good amount of high-quality leads for your brand.
We leveraged the reach and high engagement of videos in a landing page for Shriram Properties – one of our top real estate clients. The video provided users with a walkthrough of one of their new projects, giving them a closer look at the property even before the site visit. This, in turn, generated a higher rate of conversions.
Apart from attracting users with engaging content, brands can also generate a list of potential leads who have viewed the video through event tracking on Google Analytics. These leads can then be retargeted and further nurtured until they ultimately convert to your brand.
Influencer marketing is one of the most effective digital marketing techniques that give your brand the visibility it deserves with a word-of-mouth approach. Pick an influencer that resonates with your brand and come up with influencer marketing campaigns across the platforms that are relevant to your audience. Influencers come up with trendy and engaging videos that extend your brand’s reach to their loyal follower database. This, in turn, can open up new opportunities for your brand and boost sales.
We partnered with BioMiracle India to create awareness about their new collagen sheet masks with the help of top beauty and lifestyle influencer Sushmita Agarwal. The video featured on her Instagram handle threw light on how the sheet masks need to be used with peppy background music, driving high engagement and brand awareness. It received almost 8,000 views with profound reach.
With the introduction of cheaper data plans by Reliance Jio and the drop in the prices of smartphones, Internet usage has seeped into the tier 2 and tier 3 regions of India, releasing a whole new wave of consumers waiting to be targeted. Videos are now more relevant than ever, with brands going the extra mile to engage with India’s next billion users. In order to reach India – all of it – it is important to incorporate videos in vernacular languages for increased brand awareness. This is one of futuristic video making tips that will ensure conversions!
We leveraged the power of videos in regional languages for Cholamandalam Finance by creating an animated video on the life-changing financial lessons one can learn from an ant. The video was targeted at small business owners and people in tier 2 and tier 3 regions. The video received around 96,000 views with 3,116 shares. The same video was created in Hindi which received a whopping 2.3 million views and 80,528 shares, proving that the growth of regional content online is here to stay!
Whether you are a real estate company, leading FMCG brand, a top financial organisation or a leading insurance firm, make sure you incorporate these video editing tips and ideas in your next video campaign to increase your conversion rates and boost your sales.
Events and conferences are a great time to network, showcase your product/service and learn from the best in the industry. However, choosing the best marketing events to attend can get a bit tricky. From the line-up of keynote speakers to the panel discussions held, there are a number of factors you need to consider before you head out to one. Read on for our hand-picked compilation of the top digital marketing events in Bangalore that you need to attend to enlighten your team and grow your business.
BEEGITAL’s digital and social media marketing summit is every digital marketer’s paradise, packed with the latest digital marketing tools, strategies and cutting-edge techniques. It is a one-day event that throws light on the use of social media to catapult your brand’s digital presence. Sign up for a day full of insightful sessions on Artificial Intelligence, Chatbots and Big Data Analytics presented by industry experts.
Where: Courtyard by Marriot, Bellandur, Bangalore
When: 15th February 2019, 9:00 am to 6:00 pm
Digital Leadership Summit in Mumbai, Bengaluru & Chennai 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 last Digital Leadership Summit is in Bengaluru was in February 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.
Brand Summit & Hot Brands is a regular event by Paul Writer and they do this across Bengaluru, Mumbai & Delhi. Paul Writer is known for its marketing through research, peer learning, and sharing best practices. The Brand Summit is conceptualized as a power-packed day of masterclasses, discussions, sharing, and learning along with celebrating the achievements of the Hottest Brands in the respective cities. The impressive line-up of jury members includes industry experts and marketing professionals from various renowned organizations of the nation. The keynote speakers include Ravi Desai – Director of Mass and Brand Marketing – Amazon India, Burhanuddin Pithawala – VP Growth and Conversions – OYO and Vivek Sunder – Chief Operating Officer – Swiggy, to name a few.
Where: Taj, MG Road, Bengaluru
When: 8th February 2019. 8:30 am to 6:00 pm.
Join the industry thought leaders as they come together to discuss the digital transformation of the innovative business world at the 5th Inflection Digital Transformation Summit and Awards. Hosted by the Alden Global Value Advisors, the summit is packed with an impressive line-up of panel discussions, forums, insightful keynotes and unmatched networking with the best of the best from the industry. The event also includes an award ceremony where industry leaders are identified for innovation and excellence in logistics, procurement and supply chain.
Where: Vivanta by Taj, Ulsoor, Bengaluru
When: 23rd January 2019. 9:00 am to 6:00 pm.
What better way to celebrate the growth and transformation of the digital hemisphere than by conducting an online digital marketing event? DigiMarCon India 2019 is a larger-than-life online conference and exhibition scheduled to be hosted online – live and on demand. It will be the online hub of leading digital marketing professionals with sessions on a multitude of topics including digital strategy, content marketing, customer engagement, email marketing, programmatic advertising geo-targeting, growth hacking and all things digital. Learn all you need to know about digital marketing with keynotes, bold talks and big ideas presented by industry leaders from across the globe.
Where: Online – Live and On Demand.
When: 4th and 5th September 2019.
With seven keynote speakers covering seven powerful marketing topics that are the need of the hour today, 121 Digital Marketing Summit is a one-stop destination to learn all about digital strategies and branding. From the growth of influencer marketing and how digital marketing in India will change in 2020 to innovative ways to measure the impact of your branding campaign, it covers it all. Attend the session to learn what strategy works best for your business today and the digital approach you need to take up to stay on top.
When: 31st January 2019. 8:45 am to 6:00 pm.
Where: Novotel Hotel, OuterRing Road, Bengaluru
Whether you are a leading real estate giant, a top FMCG brand or a well-established financial organisation, make sure you attend these insightful events to keep up with the fast-evolving digital landscape. You can also check out Digital Bytes - our YouTube channel on the latest digital marketing trends in the industry.
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!
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.
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.
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.
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.
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.
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.
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 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.
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 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, a digital marketing firm present in 3 cities, Chennai, Bangalore and Mumbai conducts free events across these 3 cities.
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.
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 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.
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.
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:
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.
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.
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.
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 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.
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.
With 300 million active Indian users from diverse backgrounds, Facebook is one of the best platforms for brands to reach their target audience. However, the competition is undeniably high and brands need to constantly look out for ways to stand out. One of the most effective ways for brands to capture their audience’s attention completely in this crowded space is through Instant Experiences. Previously known as Canvas, Instant Experiences offers brands an immersive full-screen experience with new and updated features.
Instant Experiences comes in five templates, each of which is tailor-made for brands with specific goals:
Instant Storefront: Certain to become one of the top social media trends for FMCG and retail brands, this template showcases products in a grid format along with their price. After clicking on them, users are immediately taken to the product page where they can make a purchase. The convenience that this offers can help brands increase their sales through social media marketing.
For D:FY, we used Storefront to showcase the products and direct viewers to the Amazon product page where they can actually buy the product. This led to higher engagement and increase awareness of the brand.
Instant Lookbook: With the artsy aesthetics of magazine spreads, the Instant Lookbook template can help fashion brands bring their looks to life. Users can scroll through each of the looks and click on them to be redirected to the product page where they can explore the product further and buy it.
Read our blog on Design Tips to Create Great Visual Posts on Social Media to get started.
Instant Customer Acquisition: For brands focused purely on driving sales and growing their customer base, Facebook’s Instant Customer Acquisition template can encourage higher conversions. This template can be used to showcase the different features of a product and provide users with a clear call-to-action at the end to compel them to make the actual purchase.
Instant Storytelling: While the 20% rule for text overlays on images has been removed, creatives with less text generally perform best on Facebook. Because of this, brands are often unable to communicate their entire brand story as engagingly as they would like. Instant Storytelling offers a solution to this. Through a mix of images, videos and text, this format gives brands all the space they need to communicate their brand offerings and key differentiators. Your brand can leverage the top design trends for digital marketing to create unforgettable experiences for your audience.
Instant Form: Looking for quick lead generation? Instant Forms drive your consumers towards a clear call-to-action by asking them to fill out a form. When combined with the superior visual appeal and space to showcase your USPs, Instant Forms has the potential to drive higher leads than other forms of advertising on Facebook.
Facebook’s new Instant Experiences doesn’t just give you new ways to appeal to your target market, it also helps you analyse just how effective your techniques were. If you have embedded pixel in your company’s website, it will automatically become integrated with Instant Experiences once you start experimenting with it. This will give your brand valuable data and deep insights into the customer journey. It will show you time spent by each users, whether they engaged with it (such as scrolling through a carousel) and how far they scrolled. This will give you a better understanding of what messaging or visuals appealed the most to your target audience, helping you optimise future campaigns. The pixel will also allow brands to re-target their website visitors, which can drive higher engagement. Instant Experience can even integrate with external tracking codes, such as Google Analytics, helping you paint a complete picture of your consumer’s online touch points.
If you have already used Canvas for your brand, the updated Instant Experiences can provide you with even greater results. But if you have never experiments with these immersive ads, here’s why you should start.
Your audience is more impatient now than ever before. If your ad doesn’t look quickly, users are likely to bounce immediately. Instant Experiences offers incredible speed, loading almost instantly. This can encourage users to stay on your ad and reduce bounce rates.
The digital clutter your audience experiences can prevent them from focusing fully on your ads. However, when they open an Instant Experience ad, it takes up their entire phone screen, blocking notifications, messages and other ads. This makes it easier for your message to resonate with them, enabling better recall.
The multiple templates that Instant Experiences offers, makes it very easy for brands to adapt and use. You don’t need complicated codes or development to get started. Regardless of your budget or resources, you can start using Instant Experiences to engage with your audience.
Instant Experiences has a number of tools and formats that you can use to communicate your brand story in the best way possible. You can use a mix of stunning images, carousels, videos, text and forms to create an ad that your audience won’t forget.
Interactive ads are changing the way brands advertise by compelling users to engage with them more. Unlike ads on the News Feed, which users can easily scroll past, Instant Experiences offers them more information, are more visually appealing and engaging. This can give users a greater incentive to enquire. The Instant Forms format can also be more effective than traditional form as on Facebook.
No matter what your brand goals are, Instant Experiences offers a novel and exciting way to achieve them. Are you ready to start using it to give your brand an edge?
As the saying goes – The only thing constant is change. Internet usage has evolved in India from being a mere medium to connect with friends to an expansive forum to grow your business and widen your reach. With the drop in the prices of smartphones and the introduction of affordable data plans by Reliance Jio, users from the tier 2 and tier 3 regions of the nation have joined the digital bandwagon and brands are leaving no stone unturned in targeting them.
However, when it comes to generating high-quality leads for your brand, just detailed targeting is not enough. Marketers need to find an emotional connect with the potential target audience to create a solid bond of trust and increase brand assurance. Keeping this in mind, we used multilingual advertising to help our real estate clients reach their target audience using Facebook marketing solutions. Keeping the vernacular approach in mind, we leveraged the reach and convenience of Facebook Form ads with the sole objective of lead generation. However, it was not just the ads that were vernacular, even the content in the forms was presented in a regional language to provide an end-to-end multilingual approach.
Casagrand is one of the top property developers in the country with a strong presence in the south. In an attempt to promote their recent project – Casagrand Smart Town – we used Facebook to advertise the project. Since the project is located in Thalambur, in the IT corridor of Chennai, we targeted both people working in the region and those who are looking for investing options in the area. The project is smartly priced at Rs 24 Lakhs, making it a great option for first time home buyers as well.
To begin with, we ran English ads on Facebook which resulted in a high CPL. Understanding the target audience is also Tamil speaking, we ran the same ads in Tamil as well. The regional ads generated 3x the number of leads and the CPL was almost 1/3rd. This resulted in almost a 9x better engagement with the same investment. This only proves that targeting your audience with a multilingual ad strategy helps both the consumers and the marketers.
L&T is a household name in our nation, known for top-notch residential and commercial developments that are landmarks of their own. L&T Praganya Eden Park is an integrated township located in Siruseri, with spectacular 3BHK apartments packed with new-age amenities and facilities. Again, since Siruseri is a hot destination for both IT professionals who travel to the locality every day for work and real estate investors looking for burgeoning areas to buy a home in, we targeted both the groups on Facebook through Tamil ads.
The campaign resulted in over 25% reduction of CPL with the average CPL of the campaign being 15% lesser than average CPLs in this micro market. Additionally, it generated multiple leads with 3 site visits.
Nisarg Greens located in Ambernath East, Mumbai, is one of the most coveted gated communities of the region with 1, 2 and 3 BHK apartments built in a luxurious plot of 25 acres. This property was promoted in Marathi to connect with the local audience and generate high-quality leads instantly. The price point of this project is attractive, making it a great buy for young families and those who have just started working. Consumers were targeted with an end-to-end multilingual marketing approach with both the lead forms and the ads being presented in Marathi. The campaign resulted in a 20% increase in qualified leads, out of which a whopping 15% contributed to walk-ins, and one successful booking!
Lancor Lumina 2020 is a newly launched community enclave offering premium lifestyle 2 and 3 BHK apartments in the fast-appreciating locality of Guduvanchery. The project was promoted on Facebook in both English and Tamil ads. The English ads and Tamil ads were run one after the other and resulted in 64% drop in CPL and 75% more number of leads.
This case study is an important example of the power of social media marketing and multilingual advertising. However, it is vital to understand that multilingual marketing is not just about translation. It is about creating an end-to-end marketing strategy in the language your target audience is comfortable in. This is exactly what we offer at 22 Languages.
With higher sales numbers and lower cost per lead, Digital Marketing Has Transformed The Real Estate Industry. Don’t forget to check out our Comprehensive Guide For Digital Marketing For Real Estate for a more in-depth analysis.
The modern concept of insurance might have started in the 17th century, but consumers and their decision-making processes have changed drastically over time. Modern-day consumers, with the power of the internet at their fingertips, are more informed now than ever before. Prior to making a purchase decision, they extensively research various plans, read reviews about different providers and ask their peers for recommendations. Insurance companies need to adapt to this changing funnel and target their consumers at every stage of the customer journey. Here’s how digital marketing for insurance companies can help brands widen their audience and revamp their marketing strategies.
Insurance companies in India today largely operate in the offline space, both in terms of marketing and operations. When transitioning to digital, companies need to ensure that their branding is cohesive on all platforms. Having a uniform, strong brand image is crucial to improving recall value among customers. All of your future communications, promotions and other marketing activities will depend upon the brand image that your company creates.
In some cases, companies might need to rebrand themselves to adapt to the digital space. If you do decide to update the look and feel of your brand to make it stand out better on digital platforms, you also need to ensure that your offline branding follows suit. Consistency between your online and offline personas is key to creating a strong brand.
When it comes to digital marketing for insurance companies, a website is more than just a tool for branding. While one of the most important uses of a website is to communicate your brand image to your audience, it should also be a useful resource of information for them. When it comes to making a decision about which insurance provider to partner with, customers do so only after carrying out extensive research. The Customer Behaviour and Loyalty in Insurance report by Bain & Company found that more than half of all insurance holders choose a provider only after conducting research on digital platforms. Does your website provide consumers with all the information they need to make a decision?
When developing a website for your insurance brand, you need to ensure that it isn’t just aesthetically pleasing, but is also easy to navigate and user-friendly. Personalisation of home pages is becoming increasingly important for a positive user experience. It's also important to ensure that the pages are focussed on driving action and driving enquiries or purchases. You can consider creating a login for your customers, which allows them to see details of their plans and customised suggestions based on their needs. It’s also important that you optimise your website with strong SEO techniques to drive organic traffic and gain greater visibility. Apart from supporting your content marketing, local SEO techniques like getting featured on Google Local Listings and Google My Business can help your audience learn more about your company.
Content marketing is uniquely suited to the marketing needs of insurance brands. Choosing an insurance provider isn’t a quick decision, nor is it a one-time process. Customers need to renew their plans periodically, at which time they can even decide to switch providers. Effective content marketing techniques can help you gain the trust of your audience by establishing your brand as a thought leader in the field. When backed by effective SEO strategies to increase organic traffic and help your content rank higher, content marketing can be one of the most useful ways to reach a wider audience.
Content marketing can take the form of blog posts, informative videos and how-to guides. This can help engage with your customers right from the awareness stage to acquisition and finally the retention phase. When developing a content marketing strategy it’s important that you think from the perspective of your audience and create content that they will actually find useful. The blog by Sundaram Business Services, for example, doesn’t just have information related directly to their services. Instead, it caters to all related queries that their audience might have. In this way, your customers will be able to recall your brand when they need to choose an insurance provider.
Social media isn’t commonly associated with insurance brands, but it is as important for this segment as it is for any other. There are currently around 240 million Indians on Facebook and this number is only going to grow from here. Insurance, on the other hand, hasn’t penetrated as far in India. Currently, only 20 per cent of women and 23 per cent of men in the country are covered by health insurance. Social media is a powerful way to develop your brand identity and consistently engage with your target audience. Through creative posts, digital marketing for insurance can develop awareness of your product, while at the same time, entertaining your audience.
For Star Health Insurance, we posted a series of quirky posts to highlight the importance of being protected with insurance in an unusual way. This is an excellent example of how out-of-the-box thinking can help social media campaigns for insurance companies gain excellent results.
For some brands, it may be relevant to go after India’s next billion internet users by tapping onto a multilingual content st+rategy. To find out more, find out how we leveraged vernacular content on social media for one of our BFSI Clients, Chola Finance.
Large insurance companies typically handle huge volumes of customer queries every single day. The Google India 2017 Year In Search Report revealed that there has been a 64 per cent growth in queries related to motor insurance, which has also been a key driver in generating leads. Timely resolution of these queries is crucial to improve a customer’s experience with your brand and to generate leads. But insurance companies might not always have the manpower to do this effectively. To streamline their processes and handle large-scale customer queries, many insurance brands are turning to AI-powered solutions like chatbots.
As a majority of insurance-related queries are related to broadly similar topics like the price, duration and terms of various insurance plans, chatbots can resolve them much faster than human representatives. But the advantages of chatbots aren’t just for the companies themselves; they go both ways. According to the 2018 State of Chatbots Report, 69% of consumers prefer interacting with chatbots over human customer service representatives.
Paid advertising can be a fast and effective lead generation tool in digital marketing for insurance companies. There are over 25 platforms available today for insurance companies to advertise their services and gain customers. Some of these include Google Search and Display, LinkedIn, Times Internet, Native and Affiliate ad networks. When coupled with high-performing landing pages, these tools can turn your insurance marketing strategy into a lead generation machine. The advanced targeting options available in digital advertising platforms make it easy for insurance companies to find their target audience online. Companies can target audiences by age, locality and intent, which can help them generate high-quality leads. Since insurance companies are also interested in finding younger audiences to build a relationship with them from the start, advertising on Facebook through video ads, carousel ads and more can help them engage with this segment.
Bijlipay was able to capitalise on the power of Google ads to achieve an unprecedented number of leads in a cost-effective way. They used A/B testing to run different landing pages and altered the copies to communicate with different segments of their audience in a targeted manner. This strategy helped Bijlipay achieve 3,569 conversions at a cost-per-conversion of just Rs. 285. Here are some tips on improving the quality of your leads via digital advertising.
Digital platforms have helped to improve the quality of audience targeting and retention in a way traditional media hasn’t been able to. The variety of lead targeting and nurturing methods available today makes it possible to engage with your customers at various touchpoints. In the insurance segment, this is very important to gain new policyholders and to retain existing ones even after their plan expires.
One of the most effective lead nurturing strategies for insurance companies is drip email marketing. With this technique, you can create targeted communications for your customers in every phase of their purchase decision process.
A drip email marketing campaign can be broadly categorised into three phases:
Welcome emails: This is an automated email sent out as soon as a consumer expresses interest in your brand by signing up on your website or filling out a form. A consumer in this stage is usually evaluating various insurance providers and hasn’t made a decision about which one to choose. A welcome email can provide them with details of your company and your USPs, to give them a clearer idea of your brand.
Nurturing emails: The second stage goes deeper to provide consumers with more specific details about your various services, details of your plans and your value propositions. Each of these emails should provide consumers with a clear reason as to why they should convert. The exact number of nurturing emails can vary.
Activation emails: If you have effectively used strong lead nurturing emails, your audience should be ready to convert into actual customers. Activation emails can include a link to sign up for an insurance plan or to get in touch with a representative from your company. These emails include a clear call-to-action which gives your audience the final push to convert.
Apart from email marketing, the introduction of WhatsApp for Business offers insurance companies another medium for lead nurturing. However, since WhatsApp is still largely a personal inbox, companies need to ensure that they keep their communications through this app concise. Sending too many messages to consumers can be seen as spam.
Digital marketing has a number of clear advantages for insurance companies. While this segment has traditionally not been active on digital platforms, it’s clear that making the shift will help insurance companies widen their audience and gain more visibility.
Our creative, quirky campaigns have always won the hearts of our clients, but when they win awards too, it’s always an added perk! The 2018 edition of Social Samosa’s much-anticipated digital marketing awards was held on July 31 and included 19 categories with 14 special categories.
Social Beat has won two Silver awards for the Best Social Media Brands under the Real Estate category. This was in recognition of our exceptional work with Brigade Group and Casagrand, two of the largest real estate developers in South India. These awards are further proof of why real estate brands need to shift from print to digital.
Casagrand is one of the most reputed developers in South India, with a 14 year legacy behind them. Established in 2004, Casagrand has developed over 12 million sq.ft. of premium residential real estate across Chennai, Bengaluru and Coimbatore. Their core values of innovation and quality have translated into their engaging real estate marketing strategies.
Some of their best-performing social media campaigns were able to tap into the variety of emotions that make a house a home.
The #FeelAtHome campaign by Casagrand was a creative representation of the small things that make our homes special. This campaign featured day-to-day things most of us do, but often take for granted. Each post was crafted along the lines of the philosophy that it’s emotions that go into making a home and not just four walls and a ceiling.
This post, for example, depicted a colourful rangoli, a staple at the doorway of almost every South Indian household. It performed very well on social media as a large part of the audience were able to relate to it on a personal level. The familiar feeling of waking up in the morning to the sight of rangoli being drawn at the entrance of the house is something most had grown up with.
One of the factors contributing to Casagrand’s win was their willingness to experiment with new formats and push the boundaries. During the Wimbledon season, we created a 3D post for Casagrand, which also acted as a quiz for the audience. It featured a tennis ball and users could move the 3D image around to check which side of the court it was on. The post was also able to creatively plug in a mention of Casagrand’s amenities in a non-intrusive way.
The Brigade Group, first established in 1986, is focused on property development. Apart from residential properties, Brigade has a multi-domain portfolio covering commercial property development, property management, hospitality and education. The same attention to detail and drive for excellence that sets their projects apart also drives their social media marketing strategy.
One of Brigade’s key differentiators is their unique way of showcasing new project launches. For Brigade, we have looked past the usual promotional posts and instead, depicted new projects in a way that captures their true essence.
For the Brigade Woods launch, we structured the entire campaign around the abundance of greenery that was the biggest USP of the project. These watercolour-style posts depicted the joy that comes with owning a house in the midst of lush green spaces.
Brigade’s social media approach also involves using creative ways for their audience to actively engage with them. One of the best-performing contests by Brigade is a photo contest. Each participant had to send a maximum of 5 images, of which at least two had to feature Brigade properties. Participants also needed to add specified hashtags to their posts and follow them on social media platforms. This helped Brigade gain visibility and increased their social media followers.
These awards are further proof of Social Beat’s commitment to pushing the boundaries and delivering only the best in digital marketing for our clients.
You can also read our Complete Guide to Digital Marketing for Real Estate for more insights.
The most important factor that will compel consumers to choose one brand over the other is not the actual benefits of one, but the existing relationship they have with the brand and their perception of it. The most effective digital marketing strategy for FMCG brands is to consistently engage with their customers by reaching out to them through social media platforms. With consumers spending more time on social media than ever before, digital has been driving FMCG sales in India. The Google India Search Insights 2018 revealed that by 2020, $45 billion of FMCG sales in India will be influenced by the internet. Households who have internet access spend 2x more on FMCG products, making them very important for brands. But effective social media marketing goes deeper than merely posting a few updates. Here are the top social media trends that are taking the FMCG sector by storm.
Customers don’t respond well to generalised messages. They want to feel like a brand truly understands their needs and is personally speaking to them. This is why brands need to communicate to their consumers as individuals and not as a homogenous group. Social media offers brands a number of ways to create personalised messaging strategies. Brands can target specific psychographic segments and developed specialised content for them. Retargeting allows brands to showcase products that consumers have already expressed interest in along with similar products. This offers customers a curated selection of products which can improve the quality of leads generated and increase conversion rates.
The biggest advantage digital marketing has over traditional marketing is that it allows brands to have a two-way conversation with their customers. Doing this humanises a brand for consumers, which helps them develop a more meaningful relationship with it. For brands to encourage a conversation with their customers, they need to be active on relevant social media platforms and keep a close track of all brand mentions. Many times, consumers will specifically mention brands they are currently using or ones that they love. Responding to these consumers will help them feel closer to your brand and will encourage brand loyalty, which is crucial for the FMCG sector.
However, not all mentions are positive. When your consumers have a negative experience with your brand, they are very likely to speak about it on social media. Ignoring these instances can do even greater harm for brands. Instead, brands can turn this into an opportunity to improve their brand image and retain customers. By responding to negative brand mentions, offering compensations or special goodies, FMCG brands can change perceptions and turn negative comments into an opportunity for relationship building.
While personalising your marketing strategy is undoubtedly important, the challenge for brands is to do this while talking to thousands of customers. With rapid improvements in AI technology, chatbots have become one of the most popular tools for brands to interact with their customers. Chatbots can instantly respond to customer queries, gain information about them and even guide them towards making a purchase. In the realm of online shopping, chatbots can act as personal shoppers, helping customers finding products related to what they’re looking for and suggesting others that they might be interested in. With chatbots now available on Facebook Messenger, it has become easier than ever for brands to implement them on their pages.
Instagram Stories are one of the most useful features brands need to take advantage of. While the concept of ‘ephemeral content’ first originated on Snapchat, Instagram Stories has quickly overtaken it to become the more popular medium for it. Staying active on Instagram Stories helps you engage more with your customers, tell your brand story in a creative way and promote your products. A key feature which makes Stories more valuable for brands than Snapchat is that it allows you to tag and link to pages. This can help FMCG brands drive traffic to their website or shop for products. Stories can also increase user engagement through polls, contests and user-generated content.
Influencer marketing is one of the most powerful avenues for FMCG brands to explore in 2018 and beyond. It helps brands build credibility, widen their consumer base and even drive sales. A study by Nielsen found that 92% of consumers trust earned media (such as recommendations from influencers) over brand communications. By promoting your product through a network of relevant influencers, you can build awareness in a more organic way.
When Himalaya launched their new facial wipes, they activated a large pool of influencers for their campaign #WipesOnTheGo. These fashion and lifestyle influencers posted extensively about the facial wipes on their social media channels. Bloggers also wrote reviews of the product so their followers could learn more about it. By using influencer marketing, Himalaya was able to build awareness of the product among their target audience in a very short period of time.
A rise in disposable income along with the widespread penetration of affordable smartphones and mobile data have made consumers in tier 2 and 3 cities increasingly important for brands. While these cities have always been major markets for FMCG brands, especially those in the lower and middle segments, traditional marketing for these brands have always focused on traditional mediums like television and print. But as more of these audiences come online, brands will need to reach them through digital platforms as well. A Google and KPMG report found that almost 90% of rural users are more likely to respond to digital ads that are in their local language. Communicating with these users in the language they understand best also helps brands build trust.
One of the best examples to illustrate how powerful bi-lingual content can be for FMCG brands is Kovai pazhamudir Nilayam. With almost all their marketing efforts targeted towards audiences in tier 2 and 2 cities and towns in India, Patanjali has made extensive use of regional content. This could be an important factor in their dominance of the Indian FMCG market.
While brands have primarily used social media for brand building and awareness, the role of social media today extends far beyond that. FMCG brands can now use social media to directly drive sales. Reducing the amount of time and steps required for a consumer to purchase a product can motivate them to complete a purchase. In the traditional marketing process, consumers would gain brand awareness and recall through social media and then decide on whether to purchase the product at a later stage in an offline store. By making products easily available when promoting a product, brands can speed up a consumer’s decision-making process and compel them to actually make the purchase.
Facebook has enabled brands to showcase products used in a video or post along with a link to where users can purchase it. When users click on the link, they are shown a description of the product along with an option to purchase it on the website. Instagram is also rolling out a new ‘Shop’ feature that can help users purchase products that are tagged just by clicking on them. Making your products easily available on digital platforms is crucial for a complete social media strategy.
Videos aren’t just the future of marketing, they’re an important tool brands should start using immediately. For FMCG brands, in particular, video content could directly translate into sales. Surveys have shown that around 74% of users who had watched an explainer video about a certain product, eventually purchased it. Videos can be one of the best ways to help your audience understand your product better in a very short period of time. If you are selling your products online, creating videos is even more important. 57% of consumers have responded that they were more confident about purchasing a product online after watching a video about it.
But it isn’t just explainer videos that convert. Videos with humour content perform extremely well on social media as they connect with consumers on a personal level. They also help you build a relationship with your audience that goes beyond just your product offerings. One of the best examples is On1y, a premium spice brand with a signature grinder to ensure you get maximum flavour. They chose to speak about their product USP in an unusual way and effectively use humour to capture the attention of their audience.
Brands have for a long time kept a safe distance from social issues, for fear of alienating a large section of their consumer base. Doing so today, however, might not earn brands any benefits. Millennial consumers, in particular, are more likely to have a positive perception of a brand if it takes a stand on pressing social issues. According to a study by Sprout Social, around two-thirds of consumers want brands to voice out their opinions on social issues. Showing support for a social movement can help build a brand’s personality and help them form an emotional bond with their customers.
While getting involved in political issues can still be tricky, there are many social and environmental issues that brand can and should take a stand on. But this doesn’t mean that brands should voice their opinion on every social issue that crops up. The key here is to ensure that your message is in line with your brand offerings and that it doesn’t seem opportunistic. Nothing can alienate consumers faster than a brand that appears to be using a social movement for profit. You don’t have to look further than Pepsi’s controversial video that trivialised social protests to understand how insensitive communication can backfire on a brand.
If a customer’s relationship with your brand is on a purely transactional basis, then they are unlikely to develop any loyalty or emotional connection to your brand. These social media trends can help brands create a personalised, user-centric marketing strategy which will help create a lasting connection with consumers.
In the last two years, Facebook has become immensely crucial for business owners. Small businesses, in particular, largely depend on Facebook for promotions and customer acquisition. However, as the number of businesses on Facebook increase, the total space available on the platform is diminishing. Organic reach on Facebook is at an all-time low, virtually eliminating the possibility of a customer becoming aware of your brand on Facebook without promotions. To compensate for the falling reach, Facebook has now redesigned their Business Pages. These pages will no longer be just a marketing tool, but a place for customers to gain actual utility from.
Here are the top changes you can expect to see in your Business Page.
Stressing on its commitment to providing audiences with greater utility, Facebook will now include use-specific options on a Business Page. A restaurant page, for example, will have an option for users to see the menu or make a reservation. A beauty salon could have a CTA to make an appointment on their page. To give audiences a more reliable idea of a business, Facebook is also going to showcase recommendations made by users on the Business Page. When users write reviews on the page, it will now be limited to 25 characters to improve clarity.
Ephemeral content that contributed to Snapchat’s success has become immensely popular and a social media commandment brands swear by. Facebook has utilised this previously through Instagram and Facebook Stories. Now, Business Pages will also be able to use Facebook Stories to engage with their audience. This can be very useful for small businesses because it gives them an opportunity to promote their brand beyond just the NewsFeed.
In what might be seen as a double-edged sword, Facebook will now also showcase related pages on a Business Page. For example, when users visit the Business Page of their local bakery, they will also be able to see pages of other bakeries nearby. On one hand, this feature can help small businesses become more discoverable. At the same time, however, it might also distract audiences and lead them to a competitor’s page. The exact implications of this update are yet to be seen.
Facebook hasn’t traditionally been used as a job search platform in the way LinkedIn is, but that might soon change. A new job applications section will be introduced to help businesses with staffing. It can also be a new way to become more visible on Facebook.
These updates will be very valuable for businesses competing for presence on a crowded News Feed. Apart from increasing reach, the updates will also help them have more meaningful interactions with their customers.
To learn more about how Facebook can help your business, read about how we achieved 4x higher return via Facebook for Mahindra Lifespaces and how Casagrand generated a record 190 crores in revenue via Facebook.
With thousands of brands vying for attention online, it is essential for companies to have a personality that cuts through the crowd and capture their target audience. A brand personality is a set of human characteristics that are attributed to brands in a way that they look, feel and interact with their audience. It is important to note that the personality should be an extension of the core values of the brand - and not conflict with it. For example, a luxury company may not find the greatest success littering their social feeds with memes, and a more fun brand may not be able to connect with its audience through stark and minimalist ads.
With more and more businesses going digital, and having a diverse social media offering, there is a strong correlation between a well thought-out brand personality and success. From designing online ads to creating a mobile responsive web design, having a compelling digital personality has many benefits, pushing brands to shift from print to digital media. A few of the benefits are discussed below:
In all this, the heart and soul of a digital personality comes down to one thing - design. The bare minimum of any successful communication that a brand puts out is good graphics, proving that design helps tell a brand story. Here are 10 tips to ensure that your brand voice is distinctive and visually arresting:
Creating a design system or a brand book is the first and most important step to ensure that you have a holistic vision for your personality. Your brand is a living, breathing organism and should be treated as such!
Many companies prefer for their image-based communications to have subtle (or heavy!) branding on them, to ensure that it is associated back to their brand. It could be adding a simple frame, an adapted logo or even a specific filter to the image that is used throughout a campaign. It gives a lift to an otherwise simple image.
Featured above are the social media posts by House of Hiranandani. Since the brand specializes in premium and stylish living, their use of visual marketing ideas bursts with personality and originality, done in a creative and subtle way.
Typography, or the art of arranging type, is a powerful element of visual communication. Gone are the days where we relied on Comic Sans or Papyrus to get our points across. Brands are now restricting themselves to using a few signature fonts in their style sheets - either using previously existing ones, or creating new ones, especially for their communications. Fonts communicate a variety of emotions and each type group is often associated with a certain kind of brand or industry. Brands that show restraint in font usage in their communication have much more focused messaging than those who get a bit too experimental with mixing type.
In the above examples, the serif fonts have been used to communicate a classic, timeless style that is usually associated with fashion. The brands featured here, Tifara and Zaamor, tend to favor these styles in their imagery as it best aligns with their tone and personality.
Before - These TVS creatives do not show strong brand characteristics. As an energetic automobile brand, the fonts used to not communicate this through their imagery.
After - After establishing a font palette with visual hierarchy of text, the creatives look as though they are part of the brand. The font choice (Euromode) pleases the eye and suggests movement, speed and progress.
The term ‘Colour Psychology’ has been around the marketing space for a while, as studies show that certain colours affect online consumer behaviour. Along the same lines, businesses are realising that using a specific set of colours in their digital communications (be it their website, Google ads, infographics or social media posts) creates retention in the customer’s mind and links the graphic back to their brand. These could even be colours that are used in a product’s packaging. We’ve seen this many times with the classic Cadbury purple, the Tiffany Blue or the McDonald’s red and yellow. There is a strong association with these colours to their corresponding businesses and products, which let the RGB and CMYK take on a whole new meaning!
Sundaram Mutual, one of our clients in the financial sector, uses tones of blue and white in their social media creatives to bring about brand recall.
The above examples illustrate perfectly how a recognizable color palette can make a graphic distinctive without the need of a logo. It goes without saying that these are made for Google.
Motion graphics are proving to be more and more popular when pitted against their static counterparts. They stand out from our newsfeeds and demand a second look. Brands are getting increasingly creative when it comes to using subtle motion in design. Cinemagraphs are the latest trend in this area - a post where only one aspect of an image is in motion in contrast to a static background.
GIFs are being redefined as more than just a grainy set of images on loop, found on 9Gag. They are quirky, clever representations of concepts that could otherwise not be depicted by a single image post. They are also easily shareable across multiple social media platforms. Companies are able to create a personality through these small clips. Brands are no longer thinking in terms of just static images, they are thinking and communicating in terms of stories.
Videos are the most heavily consumed form of content in the online space. Over half a billion people are watching video content on Facebook on a day-to-day basis. Weekly share of time spent watching TV and video on mobile devices has grown by 85% from 2010 to 2016, according to a report by Edelman. Because of this, brands have intuitively funneled a lot of their budgeting into video content for brand storytelling, promotions and ultimately, conversions (95% of a message is retained when it is portrayed through video versus text).
However, not all videos are created equal, and brands are becoming increasingly intuitive of this point. As the newsfeed develops more and more into an online billboard, it is essential to craft content to best suit the platforms. Square videos are consumed the most, as they take up 78% more space on Facebook’s newsfeed and get more engagement than horizontal ones.
The kinds of content routes that companies take are also varied - but they all stay true to the brand message. This just goes to show that one brand can have many facets to its personality - ranging from a lively, engaging side shown through Vox pop to a ‘strictly business’ side though branded videos. Whatever said and done, video content is here to stay – whether it is low-cost videos to tell a brand story or optimized YouTube videos for customer engagement.
Shape, or form, is another visual element that holds a lot of importance. Social media marketing has allowed brands to communicate with their customers like never before - and in extremely creative ways. Some even have a specific style of graphic art that is so distinctive, that the viewer immediately knows which brand it came from. Different shapes, willingly or unwillingly, mean different things. Organic, soft and rounded shapes give a friendly, relatable and pleasing feel.
For example, in the Dr. Mohan’s graphics above - the emotion of stress has been personified into a fun character to communicate to people how to be more aware of letting stress take over your life. The tone is light, to get across a more serious point - thus trying to get into the mind of the customer and make them relate to the creatives on a personal level rather than giving them complex medical advice.
Sharper, geometric shapes communicate a bold, clean and prestigious outlook. In the creatives done for House of Hiranandani, the tonal vectors used have a minimalist feel which is to communicate the perfection and luxury of their interiors, while still keeping it relevant to social media.
Knowing what your brand intends to communicate should line up with the shape and form of the elements used in all communications to ensure consistency.
There are hundreds of tiny interactions that users face, a majority of which don’t even get noticed. Through brilliant user experience, there are subtle motion design decisions made by developers that try to influence behaviour and make the process or task simpler. These are microinteractions and if done well, shouldn’t even be on the radar of the user. For example, the pull-to-refresh option on Facebook is something that we subconsciously do over other apps as well - and expect the same result. A brand that is fully aware of the spectrum of its interactions with the customer, and is focused on making the purchase funnel or journey as smooth and easy as possible, gains legitimacy and trust.
Flat design and vectors were predicted to be one of the graphic design trends of 2018. Brands are hiring graphic artists to create beautiful flat illustrations to increase lead generation through their landing pages. Tech companies, real estate and even large conglomerates alike are going with this approach instead of a traditional full-width hero image banner. It adds a fun element to the page and certainly draws the user in. Corporates are no longer trying to make their communications stuffy and pompous. This works well especially in the case of businesses with heavy processes or complex offerings - it simplifies it and makes it much less intimidating for the viewer, improving the quality of leads in the process.
Facebook, Instagram, Twitter, LinkedIn, YouTube - Chances are, your company has at least two, or even all of these, active. Each one has a slightly different target audience, although many overlap. It is essential to rework the visual communication for each one, so that it is the most effective for that particular platform. Companies that do this certainly get a nod of approval for social media savants - as merely resizing a creative does not mean that it is ready-to-go for a certain platform. Rearranging the copy, the caption, the graphic, ensuring that the Call-To-Action is at the most optimal place - all these are important factors to keep in mind.
The Indian digital space is extremely diverse - and there is a growing need and appreciation for regionally targeted content and design. Companies in real estate, B2B, finance and FMCG, to name a few, have realised that using the same communication all across the country does not speak to every consumer - not just in terms of the base translation of copy, but the design and graphics as well. By using regional touches and local nuances to the design, the same ad can penetrate the tier 2 and tier 3 market in a much more effective way, and engage with India’s next billion Internet users. It also rouses a sense of pride amongst the customers as they feel represented.
This can be done by changing the color palette to better suit the aesthetic that a certain city is known for (like pink for Jaipur), include nods to monuments and local figures in that region (like Ranjikanth or temple architecture for Chennai) or even film dialogues woven into the creative copy.
This shows that the company is not only invested in the citizens of a certain area or state, but is willing to go the extra mile to build a relationship and start a conversation with them. You can read our case study on how a multilingual approach got a brand 90% growth in leads to understand the reach of regional design.
A modern brand is an entity of many moving parts - some tangible and visible, but others are just a result of good design decisions made, that make a world of difference. As the points above lay out - it is extremely important to pay attention to not only the messaging of your brand, but the way that it is being depicted for communication and consumption. Providing your brand with a strong personality and voice is the best investment in the short and long term!
You can also check out our case study on how a redesign strategy helped a brand increase social engagement for more insights.
For further information, here's our Creative Head - Panisa Shah to take you through design tips to improve social media ROI.
The 2018 edition of Mary Meeker’s eagerly anticipated Internet Trends report is out and provides one of the most comprehensive insights into the global digital landscape. This year, the report covered a wide range of important themes from mobile usage and the rise of cryptocurrency to work patterns and immigration. One of the most important topics covered was the rise of China’s technological growth and how it will very likely overtake the US in terms of innovation and advancements.
While the 2018 report hasn’t covered India in depth, it is still an excellent barometer by which we can understand how the digital landscape here compares to the rest of the world. India’s internet growth has followed a very different path due to several factors that are unique to the country. While the US and China are already massive established markets, India’s strength lies in the fact that this is still an emerging market. This presents a huge potential waiting to be tapped into.
Here are a few key takeaways from the Mary Meeker Internet Trends Report 2018 and how India compares.
2018 records the highest number of people on the internet. Almost half of the global population, around 3.6 billion, are now connected via the internet. One of the reasons for this is the growth of WiFi networks across the world. Today there are around 450 million WiFi networks globally, as compared to five years ago when there were only around 100 million.
In India, however, it is not so much WiFi that is spearheading the growth of the internet, but mobile data. Drastic reductions in the price of mobile data have made the internet more accessible to all sections of the population. One of the catalysts for this development was the launch of Jio. Of the 150 crore GB of mobile data consumed by Indians, 100 crore GB was through just the Jio network. Google has made some strides with its Rail Wire initiative and there is free WiFi available in over 370 railway stations. They recently reported 7.5 million users consumed 7,100 terabytes across these stations. Additionally, 80% of all enquiries come in through mobiles. Because of this, mobile platforms are becoming increasingly important for brands. Speed and convenience are two of the most-valued features in Indian markets. This is why brands here are beginning to adopt a ‘mobile-first’ approach and utilise AMP-implemented landing pages to improve a user’s experience and generate higher leads.
Global internet adoption rates are growing slower than they ever have. In 2017, internet user growth stood at only 7% as compared to 12% the previous year. This could be because since most people are already connected to the internet, there are fewer new users to be added.
In India, however, a completely different scenario is unfolding. Up until 2016, Indian internet users were growing at an incredible 28% annually. Mobile data, cheaper smartphones and growth of vernacular content online has played a pivotal role in expanding the internet beyond just urban areas, into tier 2 and 3 cities and towns. Most significantly of all, internet penetration in India stands at only 27%. This shows that there is a huge opportunity for brands to take advantage of as internet adoption in the country continues to rise.
While the total time spent on mobile devices is increasing, 2017 marked the first year where smartphone shipments showed no growth. Again, this could be because the number of smartphone users around the world has more or less plateaued. The year also witnessed a paradox, wherein despite some of the most expensive phones such as the iPhone X and Samsung Galaxy Note releasing, global average smartphone prices are falling.
As a fast-growing market, India’s smartphone sales figures were markedly different. Counterpoint revealed that India recorded an incredible 48% YoY growth in Q1 of 2018. The demand was for affordable smartphones which still provided a wide range of features. It comes as no surprise, therefore, that Chinese phone brands known for providing just this dominated the market. Of the 10 top selling phone brands in 2017, 6 of them were by Chinese manufacturers.
While consumers in the US are spending more time than ever on their smartphones, mobile advertising budgets are not reflecting this. An average adult in the US spent around 5.9 hours on their mobile phone each day in 2017 as compared to 5.6 hours in 2016. But while advertisers are slowly branching out into mobile advertising instead of just traditional advertising, this shift isn’t happening fast enough. While 29% of time is spent on mobile, only 26% of advertising budgets are used for mobile platforms. This has resulted in a $7 billion gap that brands need to take advantage of.
In India, this potential might be far greater. As the country begins to benefit from cheaper mobile data and smartphones, higher digital literacy and greater access to digital content online, the number of hours spent on their phones will also increase. Currently, Indians spend 89% of their total online time on mobile data, far greater than the US average of 29%. Because of this, a study by Nielsen and BCG identified a $100 billion opportunity for digital consumer spending in India. One of the biggest contributing factors for this was the growth of mobile internet in the country.
One of the biggest trends in 2017 was the advancements made in voice technology. Google’s Machine Learning technology achieved a 95% accuracy, which is the same as that of a human. Amazon Echo’s sales also skyrocketed to 30 million in 2017 as compared to 10 million the year before. Consumers today are more willing to use voice search as accuracy and convenience of the technology improves.
As Google’s Indian language voice search accuracy improves, more Indians are beginning to use it as well. 28% of all searches on Google in India are voice searches. There has also been a 400% growth in Hindi voice search, indicating the willingness of users to perform voice searches in vernacular languages. The Google India Search Insights 2017 also showed that there was a 63% jump in data/voice usage. Moreover, 7% of all travel-related queries were through voice. Google Home and Amazon Echo were also launched in India recently, however, they do not support Hindi as yet. It remains to be seen how the lack of Indian language recognition will impact their adoption in India.
Amazon is by far the biggest player in US e-commerce sales. In 2017, it had a 28% share of the e-commerce market, with $129 billion in Gross Merchandise Volume (GMV). To put this into perspective, it had only a 20% share of the market in 2013, with a GMV of $52 billion. The report also showed that most product searches today happen directly on Amazon. While 36% of product searches are conducted on a search engine, 49% of them are started on Amazon. But while Amazon is the biggest e-commerce player in the US, at $701 billion, Chinese e-commerce giant Alibaba has a much higher GMV.
Back in India as well, Amazon is growing at a breakneck pace. In FY2017, Amazon announced that it had grown in its revenue by 105% in India. The number of app downloads for Amazon crossed 100 million by November 2017, with around 4.8% users visiting the app every single day. In the five years since its launch, Amazon has overtaken homegrown e-commerce companies like Flipkart and Snapdeal. The only competition for Amazon India could be Alibaba who has also announced plans to expand into Indian markets.
These findings prove that India’s rapidly expanding market presents a huge opportunity that brands cannot afford to ignore. As more Indians continue to come online, India will soon become an important player on the global digital stage.
After the Cambridge Analytica controversy, Facebook has taken several important steps to tighten their data security. The multi-billion dollar social media platform recently announced a new set of amendments to their data policies. The question that has arisen is whether or not the recent changes in policies will affect brands and their advertising strategies. However, most of the new terms involve reiterating existing ones, which is unlikely to affect brands’ marketing strategies. Here are some of the most important announcements Facebook has made about their revised data policy and the impact it is likely to have on brands.
One of the most significant policy changes Facebook is making is to revoke access to user information for third-party apps that haven’t been used by them in over three months. There will also be a more visible button on the news feed which will allow users to restrict access to certain apps by themselves.
Impact: This change will only improve privacy and safety for users with zero impact on brands and advertising. Since apps that users consistently engage with will not be affected, brands will still have access to their main target audience.
Impact: This new policy is a step in the right direction towards better security for users. The improved privacy settings will help users be more confident about actively participating on the platform. For brands, this is a positive change as it means that their consumer base on Facebook will remain largely the same.
Earlier, through a feature called Partner Categories, advertisers on Facebook could target consumers based on very personal insights provided by third-party data agencies. But now after details of these providers exploiting private user data has come out in the open, Facebook is shutting down Partner Categories.
Impact: The Partner Categories feature allowed brands who lacked an existing customer database to find a target audience. While brands can continue using Facebook’s database as well as their own customer data through the Customs Audience tool, the exact impact of this change is yet to be seen.
Users will now be able to decide which ads they want to see appearing on their newsfeed. This is also an important step towards personalisation of a user’s newsfeed.
Impact: This feature has always existed on Facebook, the only difference now is that it will be more prominent. As long as brands are using the right targeting, they will be unaffected by this change as users will be interested in their ads. Brands with inaccurate targeting, however, are very likely to be negatively impacted.
Advertisers who upload their existing database onto the custom audience tool will not be able to see the exact reach of their targeting. This is to prevent advertisers from being able to see exactly how many of their customers are on Facebook.
Impact: While advertisers will not be able to see the exact reach when using the Custom Audience tool, they will still know how many customers were in their database. This will give them a reasonably accurate idea of how big their reach is.
The revised data policies are unlikely to have any significant impact on the way people are using the platform. Currently, India is Facebook’s biggest market with 240 mn monthly active users, overtaking even the US which has 230 mn. Far from decreasing anytime soon, these numbers are only going to grow. By 2020, there will be around 250 million new smartphone users and 100 million new internet users. A significant portion of these users will also start using Facebook.
For brands, Facebook is and will continue to be one of the most effective ways to reach out to their consumers. Despite the new terms and conditions, the number of Facebook users in India has not shown any significant decline, nor is it expected to. With their customers still active on Facebook, brands need to maintain a strong presence on this platform in order to build brand awareness and encourage customer loyalty. Advanced social media analytics tools, can also provide detailed targeting for brands. As the number of users will only continue to grow from here, Facebook remains one of the most important platforms for brands to engage with India’s next billion internet users.
As our Digital Marketing Industry Insights for India 2018 also points out, Facebook is one of the best-performing platforms to help brands meet their business goals. Through Facebook, we have even been able to generate a 190 crore revenue for Casagrand. The recent privacy changes Facebook has implemented is a positive step towards protecting a user’s personal information online. Brands in India are unlikely to face any negative impact over this decision as the number of Facebook users are only going to grow from here.