The ubiquitous term ‘marketing mix modelling’ has been around for decades and with good reason. This strategy allowed marketers to identify the best channels and marketing techniques to maximise product performance. But as the channels themselves change, new digital trends emerge and customers begin to evolve, how relevant is traditional marketing mix modelling? Do the factors for a brand’s success still solely rest upon product, price, place and promotion? And if so, how has each of these 4 P’s evolved in the digital age?
The concept of the 4 Ps was created at a time when data remained largely stable, technological advancements were slow and consumer habits were predictable. Today, in the age of digital disruption, each of these facets has undergone a wave of change. In this climate, traditional marketing mix models are simply not equipped to deliver a realistic marketing strategy and accurate channel-wise attribution.
This change is primarily because of the following features of the digital environment:
A typical consumer today is bombarded by more advertisements on more platforms than at any other time in history. They might be exposed to a brand while watching a video, while reading a blog, or while listening to music, to name just a few. Because of this, it can be close to impossible to evaluate the performance of each ad in isolation. Each instance of exposure has a cumulative effect on the buying decision of a consumer. Most marketing mix models are not equipped to handle a multi-touchpoint customer journey.
Traditional marketing models are built on data extending from over one year. Marketers generally analyse long-term patterns of data to reach a conclusion on future trends. The digital age, however, does not afford the luxury of long-term analysis. Technology, platforms and algorithms can change within a matter of a few months, throwing even the most carefully crafted marketing mix model into disarray.
In a traditional marketing plan, platforms and budgets would be decided upon based on a marketing mix model, the plan would be executed and the learnings would be dissected later on. Today, however, digital marketing empowers marketers to completely overhaul their budget allocation and platform-wise strategies at the click of a button. A modern marketing strategy isn’t truly over until budgets are exhausted. Marketing mix models need to be adaptable and scalable in order to be successful.
Today’s changing market is completely different from what it was in the 1960s, which was when the concept of a marketing mix model was first introduced. Naturally, as a result, the traditional understanding of the 4 P’s needs to evolve to adapt to our current reality.
Here’s how marketers can reimagine the 4 P’s and build digital-ready marketing mix models for a full-funnel marketing strategy.
Reduced manufacturing costs, less expensive advertising channels and the rise of a thriving startup culture have lowered many of the entry barriers for new companies. As a result, the market is more competitive than ever before, with numerous similar products vying for the same customer. In this scenario, a brand’s product cannot sell based on a utilitarian guarantee alone. Customers now want to purchase a product that sells them an experience. They want a product that they believe will help them reach their ideal self, aligns with their values and sells them a lifestyle. Brands who capture this essence will ultimately capture the market.
Previously, the concept of ‘Place’ in a marketing mix model referred to the selection of optimum distribution channels to reach a customer. These channels in the modern age, however, are not as clear cut as they once were. Customers divide their time between numerous platforms; watching videos, scrolling through social media, reading blogs or listening to podcasts. Additionally, they can also make a purchase decision at any time of the day and in any place, for instance, during their morning commute to work. The introduction of Whatsapp for Business has allowed brands to penetrate even further into a consumer’s routine. Because of this, the focus needs to shift from having a physical presence in an area where the target audience is present to simply being everywhere each member of the target audience is, virtual or otherwise.
On the whole, customers today are a more cynical lot than customers from previous periods. They seek information on product ingredients, are more discerning of what they consume and are more aware of marketing strategies. Because of this, it is highly unlikely that a consumer will believe your product’s USPs at face value. Brands need to eschew a hard focus on promotion alone and instead supplement it with efforts to build credibility. Two tools have become indispensable for brands looking to do so: influencer marketing and content marketing. Influencer marketing builds awareness of a product using ‘influencers’ whom consumers already trust while content marketing helps brands inform and educate customers and develop long-term relationships with them.
Price is no longer the key differentiator it once was. This change can be attributed to two reasons:
(i) Improvements in technology and efficiency have allowed average prices of consumer products to hit an all-time low. Today’s customers need to pay less for a product than at any other period. As a result, most products are similarly priced and a consumer’s final purchase decision will rarely depend upon the price alone.
(ii) With customers seeking experience over utilitarianism, many are willing to pay a higher price for perceived quality. For instance, an eco-friendly sustainable brand might be priced higher than similar products, but customers will be willing to pay the higher price for what they believe is greater value.
Ushering in the age of digital marketing might mean saying goodbye to traditional marketing models, but it opens up endless possibilities for marketers. The availability of granular details, real-time analytics and diverse platforms enables marketers to create more effective marketing strategies than ever before.
With rapid technological innovation, analyzing the impact of channels and strategies for a period longer than 6-12 months would be futile. Technology and ad formats from over a year ago might be irrelevant or non-existent today. Limit your analysis to just 6-12 months at the most - anything extending beyond that is ancient history. To ensure accuracy of the analysis despite the shorter time frame, you can use more granular details at multiple relevant geographic and demographic levels.
Most digital marketing strategies today are characterized by their hyper-local, hyper-personalized nature. Unlike nationwide TV campaigns of the past, digital strategies now revolve around delivering personalized communication to customers. For instance, marketers might choose to speak to newly married women working in an IT job in Bangalore to promote their women’s health product. With such a wealth of targeting options available, it becomes critical for marketers to evaluate campaigns at an equally granular level. This allows them to uncover patterns and identify key drivers to further improve campaign performance.
With traditional advertising, budgets are usually allocated platform-wise, for example, separate budgets for television, radio and print. A common misconception is that the same technique can be used for digital platforms, for example, creating a separate budget for YouTube, Facebook and Search. However, digital platforms cannot be as easily segregated because multiple ad formats can co-exist within a single platform. On YouTube, for instance, brands can choose between masthead ads, 6-second bumper videos, TrueView videos or In-Stream ads depending upon your marketing objective. Each ad format will thus require a separate budget allocation.
In the same way that budgets need to be segregated by format not platform, performance analysis also needs to be done format-wise. The wealth of ad formats that digital marketing offers requires marketers to do an in-depth analysis of the performance of each to uncover which format resonated the best with the target audience. This type of analysis is important because marketers might uncover that whereas one platform as a whole performed better than the others, a specific ad format on another platform out-performed other formats. This can help optimize future budgets and campaign strategies.
Our client, a leading real estate developer based in Chennai, approached us to help them reach a massive goal. For just 100 hours, their projects would be available at highly-discounted prices. Within this limited period, we had to maximize their reach, ad efficiency and results.
To achieve this ambitious goal within such a limited time period, we had to set up a flexible and adaptable digital marketing mix. We developed two strategies: one aimed at raising awareness among a consumer base who was not aware of the developer's luxury segment and one who were aware of the brand, but needed the final push to invest in a home.
As part of the marketing mix, we leveraged a number of platforms and formats, including YouTube bumper ads, promotions across social media channels, Gmail video ads and countdown ads on Google. To create a holistic approach, we also launched roadblock ads on traditional print media, including many of India's leading newspapers such as The Hindu and Times of India.
This highly-segmented strategy delivered phenomenal results. Within the 100-hour window, we were able to generate an incredible 6,152 leads. These results highlight the fact that an adaptable digital marketing mix is critical for brands looking to drive business results.
Watch the youtube bumper Ad below:
Marketing mix modelling has long been an indispensable part of marketing literature. Rather than do away with this tried-and-tested method completely, marketers should adapt each of the principles of traditional marketing models to the digital world.
The main challenge for a mutual funds company in India is attracting a wider audience, especially among the younger demographic. Investments are often considered too complicated for a layperson to understand, with little to no short-term gains. But while the benefits of investments remain a vague concept, individuals are all too familiar with the pain of having their salaries reduced because of taxes. TATA Mutual Funds has woven these twin concerns to raise awareness of the tax-saving benefits of investing in an ELSS scheme.
To capitalise on the growing potential of video and market their product in a completely innovative way, TATA Mutual Fund collaborated with Social Beat, a leading digital marketing solutions company. Social Beat conceptualised a video campaign for them that would break through the clutter and stand out in the competitive mutual funds space in India. Comprising of four short videos based around a common theme, the video campaign highlighted the importance of investing in an ELSS tax-saving scheme.
Cometh March and the heebie-jeebies flare up like rashes. One dreads to look at the pay-slip as the fear of ‘katauti’ gets amplified. Tata Mutual Fund’s latest campaign on ELSS captures this feeling of being short-changed. A series of 4 ads have protagonists across demographics including a working woman, a management trainee, a sportsman and an executive relaxing in his home.
TATA Mutual Funds looked to Social Beat to highlight this common grouse by presenting their ELSS scheme in a completely different way. Speaking about the objective behind their campaign, Mr Suneil Chawla, Co-Founder of Social Beat, said, “We wanted to make the ELSS scheme more relatable for audiences. The one factor that our entire audience has in common is that no one likes their income being reduced because of tax. We distilled this idea into the central concept for our campaign: ‘How people feel when they don’t get what they deserve’. This idea gave us plenty of room to play around with and communicate the benefits of an ELSS scheme in a creative way.”
Building on this concept, the team at Social Beat created four videos based around common storylines that most people can relate to. They used everyday scenarios that everyone, no matter what their age or gender, can identify with, for instance, shopping for groceries and ordering a pizza. The frustration that the characters feel when they get one less slice of pizza than what they expected or when the vendor gives them fewer vegetables than what they asked for, is similar to what many of us go through when our salaries are reduced because of tax. This idea was distilled into the catchy hashtag #NoToKatauti.”
The videos are currently being promoted on YouTube and Facebook. With an incredible 225 million and 240 million Indians respectively on these platforms, they are certain to attract a large viewership. “Content is the crucial differentiator when there is product parity. Technology helps make an incisive reach to the correct set of audiences. We chose to take up video on digital because of its growth as a primary form of content consumption. Initial reactions to our films have been that of “Hey! This is exactly how I feel when my March payslip has a ‘skimmed’ salary for the month!” The Distributor Community too have lapped up the commercial and shared positive feedback. With over a million impressions and counting, this is easily amongst our most successful online campaigns,” says M.V.S.Murthy, Head – Marketing, Digital & Corporate Communications, Tata Mutual Fund
For a BFSI company looking to create brand awareness and improving customer retention, videos have clearly become one of the most effective strategies to employ.
This article originally appeared in Campaign India.
YouTube might have initially been conceptualised as a platform for users to upload and share videos with friends, but today it has evolved into the second largest search engine in the world. This platform has also been quickly gaining popularity among the Indian internet audience. At the YouTube Brandcast 2018, it was revealed that an incredible 225 million Indians are actively using YouTube every month. Clearly, brands cannot afford to ignore the immense reach YouTube offers them.
To take advantage of this, Social Beat collaborated with our client, Sundaram Mutual to leverage a ‘masthead’ ad to introduce their new fund. This strategy achieved unprecedented results for our client, proving that it’s time for brands to shift to YouTube ads from traditional advertising.
Mastheads ads are one of the fastest ways for brands to garner high views and build awareness among viewers. These videos are displayed at the top of the YouTube homepage for the entire day. Because of this, any viewer going onto the platform will be able to see the video. By creating compelling video content that converts, these ads can even be an important tool to generate leads.
Sundaram Mutual is an asset management company with over 20 years of experience in fund management. The company’s biggest differentiator is their strong customer base, built on a foundation of sustained outperformance in the mid-cap space. In keeping with this philosophy, Sundaram Mutual was launching an open-ended equity scheme for which they wanted to generate awareness in a very short period of time. With the reach that digital marketing for finance can provide, YouTube was the obvious choice to help them achieve their objective.
Because of the nature of the product, the target audience was very wide. The primary age group targeted was been 25-55 and included individuals from tier 1, 2 and 3 regions of India. Since the target audience was broad, a masthead ad would be the most effective tool to reach out to them and generate awareness almost overnight.
Masthead ads are charged on a daily basis, so we had to make the most of the 24 hours we had at our disposal. To do this, we ran the campaign during the weekend to achieve maximum viewership. For the entirety of that day, all individuals who visited YouTube, either through the mobile app or through the desktop version, would see the masthead ad at the top of the page.
This approach would help us gain video views, increase the subscriber base and drive traffic to the website.
Our 20-second masthead ad surpassed our expectations, delivering incredible results for Sundaram Mutual. In the 24 hours that the masthead ad was live, Sundaram Mutual’s subscriber base went from just 363 to a whopping 56,000! Currently, the number of subscribers has increased even further, standing at 57,000+. The video also garnered 14 million video views in the 24 hour period.
These unprecedented results only strengthen the fact that brands need to have a digital-first marketing strategy. Through targeted marketing options and easy trackability of results, YouTube can help your brand scale new heights. Do reach out to us to learn more about our Video Marketing services.
Ashok Leyland is a pioneer in the commercial vehicle space and is the 12th largest manufacturer of trucks and 4th largest manufacturer of buses in the world. Below is a case study of a video campaign we executed for them.
Being one of the leading manufacturers of trucks in the nation, Ashok Leyland wanted to honour and express their gratitude towards truck drivers for their love, support and unrelenting efforts. The brand was looking for an engaging video with an emotional connection to celebrate the true unsung heroes this Diwali. The objective was to bring out the fact that it is because of the tireless efforts of these truck drivers that the entire world can celebrate Diwali with great pomp and gaiety.
Since a majority of the target group for Ashok Leyland are small business owners from the tier 2 and tier 3 cities of the nation, we took up a multilingual approach for better reach. Affordable data plans and drop in the prices of smartphones has led to an increase in consumption of vernacular content. In this regard, adopting a multilingual marketing strategy is crucial as it has enormous power to influence the next billion internet users in India. Since most of the truck drivers communicate in regional languages, we recommended a Hindi vox-pop video as the best medium due to its engaging and interactive nature. Hence, the video “Diwali Ke Asli hero Kaun Hai?” was born. As part of this vox-pop digital marketing campaign, people were questioned about various aspects of their Diwali celebrations. They were also asked to guess the people who worked continuously without taking a day off even for Diwali. The most common responses of the people were soldiers, doctors, milk vendors and security guards. Few respondents spoke about the role of truck drivers in transporting raw materials from various production hubs. Due to its conversational nature, the video was extremely powerful in recognising the valuable contributions of the truck drivers towards nation building.
“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. Another highlighting feature of this video is that it was extremely successful in tapping the emotional chord of the audience. The viewers were enlightened on how happiness reaches them with the help of these truck drivers. The campaign has greatly uplifted Ashok Leyland into a socially responsible brand by throwing a positive light on the company and portraying it as a goodwill ambassador of its stakeholders.
These numbers are proof that multilingual marketing is the way to go. The reach of vernacular content and interactive nature of videos go hand-in-hand in widening your audience and telling 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.
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.
At Social Beat, being imaginative and innovative is part of our DNA. We work hard to reach our client’s goals and exceed their expectations. So it’s always a wonderful feeling when accolades come our way! The recently concluded Big Bang Awards 2018 by The Advertising Club, Bangalore was a celebration of India’s digital advertising talent.
Social Beat won Silver for the Digital Award in the Real Estate Category. We were recognised for our stellar work for Brigade Group – the leading player in India’s real estate industry.
Awards like this prove why real estate brands need to shift from print to digital.
Established in 1986, the Brigade Group has a pan-India presence with a diverse portfolio that covers both commercial and residential properties. Apart from property development, Brigade’s repertoire also includes property management services, hospitality and education.
Brigade approached us with a simple objective - build user-generated content and create a buzz around Brigade’s social media handles. Keeping this in mind, we came up with a photo contest idea. While the campaign was centred on audience interaction, it reaped a two-fold benefit – the pictures sent in would promote Brigade and thus increase visibility, as well as encourage people to follow the company across social media platforms.
One of Brigade’s top priorities before the start of any campaign is to be as unique as possible, and the Photo Contest campaign did just that. Brigade’s audience was able to actively engage with them. 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.
To help spread word about the campaign, we created a small video that held all the details. The results achieved were staggering. In fact, this campaign also won Silver for the Best Social Media Brands under the Real Estate category at Social Samosa’s digital marketing awards.
There were over 15,000 views and engagement of more than 30,000 people, with more than 3000 clicks.
We received over 500 entries in response to the campaign. The majority of our audience was between the ages of 18 to 24.
This one-of-a-kind approach to creating engaging real estate marketing strategies is what sets Brigade apart from their competitors.
This award is 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.
We at Social Beat are proud to announce that, for the second consecutive year, we are a finalist in the Google Premier Partner awards in three categories – Search Innovation, Mobile Innovation and Display Innovation. A Google Partner since 2014, we have continually forged ahead in our endeavours to deliver the best ROI for our clients. Following are a few case studies exemplifying the quality of our work and dedication to our clients.
KLAY is one of India’s top pre-school and daycare chains. They approached us with the goal of closing admissions for their schools and day care centres. To help KLAY achieve their goal, we decided to use a comprehensive Google Search Advertising campaign. Our strategy included using RLSA to bid higher for those who visited the KLAY website earlier, CPA bidding, Dynamic Search Ads, etc. We also invested heavily in Call-Only Ads by understanding consumer behaviour in this industry rather than just focusing on landing page conversions. We also utilised AMP pages (these load faster than regular landing pages) and finally, In-Market Audiences in Search.
Our extensive strategy and approach helped achieve the following results:
Our client, India Home Health Care (IHHC) is a leading healthcare service company came to us with the objective of increasing quality leads while maintaining a low cost per lead. Since the competition in the healthcare space in India is extremely high, we conducted extensive research to understand their target group before scaling up the campaign. Since a majority of the leads for IHHC came through mobile, enabling AMP would have a strong impact. As this would significantly reduce the load-time of these pages, we predicted that it could generate higher leads for IHHC.
Apart from this, we also created smart remarketing lists and using them for RLSA to get better conversions and results, improving the Landing Page UX, focussing on Call Only Ads and Device Bid Adjustments.
Our comprehensive campaign strategy helped IHHC achieve:
Here’s a detailed account of how an AMP Landing Page produced 33% lower CPL for IHHC.
Shriram Properties is one of South India’s leading real estate developers. They came to us hoping to achieve the objective of driving sales to their properties through Google Display advertising. Employing a creative and innovative approach, we used Custom Affinity 2.0 by developing audiences profile of those who visit competitor thank you page URLs, channel partners and In App targeting. We also utilised AMPs, Multilingual Ads and Landing Pages along with Google Optimise to enhance UX.
Our strategy has resulted in the following outcomes for Shriram Properties:
Here’s an in-depth look at how we helped Shriram Properties achieve these numbers.
Social Beat is part of a select group of digital specialists that Google celebrates as Premier Partners. To qualify as a Premier Partner, digital marketing agencies and professionals must prove their expertise in using and applying Google's advertising products. As a young digital marketing agency, we thrive on creativity and innovation. We are constantly pushing the envelope in terms of marketing with an ROI-driven focus to meet, achieve and exceed our clients’ goals and expectations. Whether you are a Real Estate Giant, a leading Financial Firm or An FMCG Brand trying to grow your business by going digital, reach out to us at Social Beat and Engage With India’s Next Billion Internet Users.
India Home Health Care (IHHC) is a leading provider of home nursing and other Healthcare services. They work in partnership with BAYADA Home Health Care to provide patients with registered nurses, visiting doctors, physical therapists and more from the comfort of their home.
Mobile devices account for 90 per cent of total traffic to IHHC’s website, with most users accessing the landing page through 3G and 4G connections. However, the landing page loaded much more slowly than other pages on the site, negatively impacting lead generation. To maintain their foothold in the extremely competitive healthcare space, the IHHC team set out to increase their mobile leads by improving the landing page load time. They also hoped to increase conversion rates and reduce cost per conversion.
Goal: India Home Health Care (IHHC) wanted to generate a higher number and quality of leads at a lower cost-per-lead (CPL).
To make the most of high mobile traffic to the landing page, the IHHC team wanted a faster, more seamless experience for potential clients using their smartphones and tablets. Their digital marketing partner Social Beat (a Premier Google Partner) recommended Accelerated Mobile Pages (AMP), an open-source library that helps developers easily create fast-loading, mobile optimized web pages that scroll smoothly and look great on both mobile devices and desktops. Working with Social Beat, IHHC began to develop AMP landing pages for their Google ads to improve campaign performance. Implementing AMP was very straightforward, with each page taking only a day or two to build. Soon after the January 2018 launch, IHHC modified their AMP code to more easily monitor the pages’ effectiveness and track leads from their Google Ads campaigns. First, they added the <amp-call-tracking> tag, which automatically replaces static phone numbers with dynamically- generated numbers used for call tracking. Next, because some people prefer to submit a contact form, IHHC used the amp-analytics component to automatically sync form submissions with their Google Analytics account. Whether potential customers contact IHHC by phone or through the website, each new lead is automatically incorporated into the company’s CRM system. This enables them to accurately measure the impact of their AMP landing pages and Google Ads campaigns on final sales.
Within three months of launching their AMP landing pages, IHHC had reduced their average cost per lead by 33 per cent, while total conversions grew by 20 per cent. Meanwhile, the bounce rate was cut nearly in half for potential customers who reach an AMP page compared to those who visit the regular website. IHHC attributes these significant improvements to faster load times that help visitors get the information they need so they don’t grow frustrated and leave. AMP’s call-tracking support has proven particularly valuable, spotlighting ad messaging strategies that resonate with prospects.
“Our AMP pages load nearly instantly, which means that customers get a better user experience and they can focus entirely on learning about the high-quality services that IHHC and BAYADA provide.” —Revathy Sankaran, IT Manager, India Home Healthcare.
Since using AMP to optimize their ad landing pages for mobile, IHHC has generated more high-quality leads at a lower cost. Next, the team intends to create an AMP version of the entire website for mobile visitors who don’t find the company through a Google ad. They also plan to experiment with AMP HTML, which allows advertisers to build ads that load just as quickly as an AMP page on mobile, and Progressive Web Apps, which work with AMP to create immersive, full-screen experiences that don’t require installation.
We are also happy to inform that the case study has been published by Google.
As the number of mobile internet users in India and around the world continues to grow, making pages more mobile-friendly will become one of the biggest objectives for brands to reach the next billion users. Implementing AMP could be one of the most effective ways for brands to become more discoverable and ultimately, gain higher conversions, whether you are a Real Estate Giant or a leading FMCG Company. So do try it out and let us know the results you get!
Mahindra Lifespaces is one among India’s most reputed real estate developers and a pioneer in sustainable urbanisation in a number of cities across India. A part of the Mahindra Group conglomerate, Mahindra Lifespace’s residential footprint spans 23 million sq.ft. of completed, on-going and forthcoming projects.
We are delighted to announce that Facebook has recently published a case study on Mahindra Lifespsaces’ breakthrough success using Facebook marketing solutions. The article stands testimony to the power of social media and how brands must leverage it in today’s digital landscape.
Between December 2016 and December 2017, Mahindra Lifespaces achieved:
Mahindra Lifespaces approached us with the intention of generating quality leads that would subsequently transform into sales for their various properties across North and South India. To achieve this, we came up with a comprehensive campaign that would follow customers right from brand awareness, through the consideration phase and finally making a purchase. We focussed on building a strong brand presence for Mahindra Lifespaces to attract and nurture leads.
To help our client achieve their goals, we focused on pushing top-of-mind awareness to generate high-converting leads for their various projects. To create this awareness, the first thing we did was use video ads, particularly walkthrough videos to show what was unique about a particular project. As video is one of the key trends in social media, we also experimented with a special Mother’s Day video that resonated with our clients’ audience and helped stand out from other real estate players.
Another idea we implemented was incorporating movement in all our ads – we used still images to create slideshow ads and carousel ads to showcase the interior of several projects, within a single ad unit. Lead ads complemented this initiative – it became easier for people to submit their details for more information and this resulted in better quality leads.
To appropriately and effectively target Mahindra Lifespaces audience, we built Custom Audiences of people who engaged with our clients’ Facebook Page, website, landing pages and those who opened lead forms but did not complete and submit them. Additionally, the real estate developer also created lookalike audiences based on everyone who completed the lead forms and engaged with the video ads.
Mahindra Lifespaces also used Facebook’s automatic placement option so that the ads would appear across the Facebook family of apps.
Thus, by building a vigorous campaign of video ads to raise awareness, and using Facebook’s marketing solutions, Mahindra Lifespaces was able to generate quality leads and boost conversions.
Click here to read the full case study. Do also check out our digital marketing guide for the real estate industry.
With the Indian real estate space getting increasingly crowded, it has become a significant challenge for developers to differentiate themselves from their competitors. In order to stand out, real estate developers need to try something unique to gain the upper hand. With the tier II and tier III cities being active on the Internet and most of them using vernacular language to consume content, Casagrand formulated an innovative vernacular ad strategy to engage with India’s next billion internet users. Here’s how Casagrand utilised vernacular content in their ads as one of their key real estate digital marketing strategies to reach this market and achieve an incredible 90 percent increase in leads.
Casagrand Builders is one of the biggest real estate developers in South India, with a large presence in Chennai as well as projects in Bangalore and Coimbatore. They are committed to building aspirations and providing homes that offer families the highest quality and value. Casagrand had two main objectives:
In order to meet these objectives, we formulated a multi-targeted approach which would capture the attention of potential buyers at various stages of the buying process. This would ensure that Casagrand would occupy a high position in the consumer’s mind space and give it an edge over its competitors. To do this, we utilised three main strategies:
According to the Google and KPMG report, the number of regional language speakers online in India will reach 76 million within the next five years. As this audience base grows in size and influence, it’s important that brands start creating multilingual content targeted towards them. Casagrand capitalised on this opportunity and developed a regional language-focused approach in their marketing strategy. We identified the Tamil-speaking consumers as the primary target audience since most of Casagrand’s projects are located in Chennai. Based on this, we began developing vernacular ads in Tamil so we could reach out to these consumers directly. We used vernacular ads extensively for specific projects like Casagrand Uptown. Speaking to this regional audience in the language they were most comfortable with, Casagrand was able to develop a relationship built on trust and comfort with their target audience. This played a pivotal role in helping us generate high-quality leads for Casagrand.
We identified the Google Display Network as the most effective way to reach our target audience to create maximum impact. Google Display Network allows us to find the right target audience and deliver our message contextually. One of the tools we used to maximise reach through custom affinity audiences. Building bucketed Custom Affinity Audiences allowed us to reach out to our specific target audience to ensure the right people were coming across our message. Gmail Ads displayed at the top of a user’s inbox also proved very effective in creating awareness and generating leads.
One of the most important ways digital marketing is transforming the real estate sector, is by creating brand awareness right from the initial stages of the buying process. As one of Casagrand’s primary objectives was to occupy the mind space of potential buyers, maintaining a high impression share across relevant keywords was very important. Through competitive bids on generic keywords (eg. 2 BHK apartments in Chennai), as well a brand-specific keywords, we ensured that users would continuously come across Casagrand’s ads in their search results. This helped increase the number of quality leads generated.
Through this extensive and in-depth approach, we were able to generate an unprecedented increase in the number of leads for Casagrand. Our strategy of utilising vernacular ads helped grow Casagrand’s leads by 90 percent QoQ and also increased the overall click volume by 85 percent QoQ. Vernacular ads were extensively utilised in the Casagrand Uptown project marketing strategy, with 50 percent of total spends being allocated to Indic Display Creatives and targeting. This approach delivered significantly higher leads and a CPL that was 60 percent lower than that of normal display creatives. These results prove that vernacular ads offer massive benefits not just in terms of increasing brand awareness, but also in delivering higher ROI.
As the number of regional language users growing at a faster pace than English language users, they are quickly becoming one of the most important segments for brands to focus on. The phenomenal results Casagrand achieved by implementing a strong vernacular ad strategy is proof that brands cannot afford to ignore India’s regional audience. To learn more about our work with Casagrand, you can also read how we helped Casagrand generate a record 190 crores in revenue via Facebook.
In today's competitive digital space, Social Beat and Murugappa are proud to have bagged four prestigious awards at MADDYS 2018 - a flagship event hosted by the Advertising Club Madras. MADDYS identifies and appreciates creative brilliance and industry benchmarks in media agencies from across the nation in more than 30 creative and media-oriented categories. 2018 witnessed the 37th edition of the MADDYS which was indeed a special one for us! We won 4 MADDYS in the following categories:
These awards were presented to us for our ground-breaking work on the Netizen campaign. Read on to know more.
Have you ever heard of the saying “If it is not on Social Media, it’s like it never happened”? Most of us are so addicted to social sharing platforms that the moment we spot something even remotely cute or unusual, our first instinct is to capture and share it. How would you feel if someone kept telling you what their day is looking like?
There is no doubt that social media has taken over our lives and has become an alternate universe that showcases the supernatural life we love to portray. However, in this quest to show the world how perfect we are, we tend to go overboard and become bad netizens. Addressing this issue, the Murugappa Group has come up with a series of funny yet thought-provoking videos that remind us how we are unintentionally causing havoc in the online space. They also create awareness on the right usage of social media. From snippets targeting the over-sharers in Social Media to the those who constantly update their feed with outdated posts, each video has a clerly cut-out target group with the common aspect of relatability.
With a total of over 14 million views on Facebook, almost 2 million on Youtube and 1.5 lakh shares across social media, it is safe to say that the "Good netizen good citizen" campaign has broken the internet. One of the the most popular videos is Update Azhagi.
As the name suggests, Update Azhagi is a shout-out to all the obsessive sharers in the digital world. These people love to share every instant of their day with the rest of the world, not realizing that their followers also include mere acquaintances and borderline strangers who really do not need to know every detail. If this post reminds you of an Update Azhagi in your life, tag them and let them know how you feel about it. After all, sharing is caring!
This video currently has reached more than 6 million people with 70,000 shares and is almost touching 5 million views. Since this video was conceptualised in Tamil, it was well accepted by the Tamil speaking community, proving that multilingual marketing can be a great approach.
Watch this space for more humorous videos with strong messages to ensure we all strive to be good netizens.
Cholamandalam Investment and Finance Company Limited (Chola), is the financial services arm of the Murugappa Group, providing a variety of loan options to its customers. The vision of Chola is to enable its growing clientele of over 8 lakh customers to enter a better life. Since Chola is a small loans provider, most of its consumer base consists of middle-class Indians, especially from tier 2 and tier 3 towns. This is why it was crucial that our communication and design strategy appealed to this audience segment in order to create maximum engagement. The core objective of our redesign strategy for Chola was to break away from previous design formats and offer a fresh new look.
The Target Audience that we were dealing with is the middle-class section of the Indian society. The visual appeal of both the design and the copy has to go hand in hand for the TA to be able to relate to it. The campaigns were tailor-made for the TA to ensure maximum shareability. The ideation for the campaigns primarily involved topics trending with socio-economic groups we were targeting. The TA had to be able to identify with these topics in order to feel compelled to share the posts.
Throughout a number of brainstorming and ideation sessions keeping the target audience and their interests in mind, the team explored various approaches and ideas. During this process, we decided that the best approach would be to understand the feelings of the TA. By putting ourselves in their shoes, we would be better able to understand the kind of content our target audience would find engaging. This was one of the best ways to gain traction as viewers can relate best when they see their life stories projected creatively on their screens. All of our campaigns for Chola mainly focused on trending topics of that period to maximize the shareability of the posts.
With our campaigns for Chola, we decided to try out something new in terms of design style. Having utilized a vectorized design style over the past campaigns, we decided to give the new campaigns a fresh new look. Instead of vector designs, we used detailed, sketched, hand-drawn line illustrations to retain the sophisticated nature of the brand in a creative way. We also utilized the latest super tools in design gadgets.
The design process began with ideation of themes, conceptualization of scenarios based on the content and visualizing people, actions, costumes, spaces and objects to portray in the designs. The next step involved collecting and documenting relevant imagery on the basis of the ideation. Followed by this was the creation process of digitally hand-drawing sketches and creating customised vectors with reference to the collected imagery. Once this process was completed, the colour palette, font styles and the layout were structured and executed.
Our campaigns for Chola usually revolve around a central theme. They include a series of creative images which relate to the theme and tell a compelling story. Here are a few of the design campaigns we created for Chola which performed very well on social media.
Children’s Day was around the corner and so we conceptualized an interesting campaign for the same. There has been a drastic change in the lifestyles of children today compared to children 10-20 years back. The central theme of this campaign was to portray how children from the previous generation led such different lives as compared to children today. We tried bringing in various aspects of childhood like pocket money, holidays, summertime and weekends as themes to compare children then and children now.
A detailed line drawing sketches were made to portray different scenarios. Only the images of the children had colours added to ensure that the emphasis was solely on them. The layout was kept very simple using minimal colours as the drawings were intricate.
Goals and Dreams are different yet interrelated. We created a metaphoric representation of this concept for the #DreamsToGoals campaign. The basic story of this campaign centred on an entrepreneur who strives to cross a cliff. Using a story-based design representation, the concept made it easier to understand and more relatable.
The design attributes followed in this campaign were meaningful illustrations designed with a minimalist aesthetic. A fresh and bright colour palette was used to break the monotony of past designs in the finance industry and create a new visual language. A clean typography, layout and illustration style was implemented throughout the series to express the sophisticated nature of the company.
This campaign shines the spotlight on the untold success stories of small business owners who have made it big. Throughout our design process, we focused on portraying the achievements of these small business owners in a captivating, original manner. A clever collage representation of the content was executed by overlapping images over illustrations. We also added minimalistic movements to the design elements to make it more compelling. The colour palette used in this campaign was a combination of gradients in relevance to the businesses. A clean decorative placement of the copy added to the visual element to the designs.
These campaigns performed very well on social media, garnering a high number of reactions, comments and shares. These numbers proved that creative and thoughtfully designed posts can engage with customers, contribute towards a positive brand image and increase brand awareness. You can also read our blog on What Brands Can do to Engage With India’s Next Billion Users to find more ways to capture the attention of your consumers.
There is no doubt that reaching your target audience through vernacular content is one of the biggest trends of digital marketing. Though the early internet users in the nation are predominantly fluent in English, marketers have noticed that the current crop of digital-savvy individuals find multilingual content much more engaging and relatable. Keeping a tab on this trend, many brands have leveraged the reach of vernacular content to engage with India’s next billion internet users.
We, at Social Beat, took advantage of the reach of vernacular content and the engagement of video content to come up with a ground-breaking social media campaign for our client Cholamandalam Finance. Since the brand mostly caters to small-business owners and entrepreneurs from tier 2 and tier 3 cities, we targeted their audience with an animated video featuring the life lessons we can learn from an ant. The video was initially made in English and gained a traction reach of 409,609 with 3k shares. Seeing these numbers, we released the same video in Hindi which went viral.
The Hindi video currently has reached 2.2 million views with 94% of it being organic. Furthermore, 2 million of these views are unique. The post has reached 7 million users through 79k shares and 50k reactions. These stats are a testimony to the fact that the digital space is evolving and adapting itself to the needs and preferences of its new breed of internet users.
Need more convincing that vernacular is the need of the hour? Follow our Hindi YouTube channel Paisa Pujari for financial tips for individuals from all walks of life. Here's a video to get you started:
Casagrand is one of India’s fastest growing real estate companies and committed to building aspirations and delivering value. It offers superior homes in premium locations of Southern India. To date, the developer has delivered dream homes across 68 landmark properties to over 4,000 happy families.
We are delighted to announce that Facebook has published a case study on Casagrand’s meteoric success using Facebook marketing solutions. This is an important example of how no brand can risk ignoring the power of social media in today’s digital landscape. In the last financial year, Casagrand, a real estate company based out of Chennai has generated an incredible 190 crore in revenue using Facebook marketing solutions and at a 60% lower cost per lead compared to other digital channels. Find out about how we helped our real estate client grow with real estate digital marketing for Facebook marketing solutions.
Casagrand came to us with the objective of increasing their residential project sales through online enquiries and reducing their acquisition cost by 50%. To do this, we knew we had to devise a unique approach to Facebook marketing. We couldn’t afford to use Facebook as just a brand building tool, but also as a sales channel to boost residential sales. In all, we used 8 Facebook marketing tools to generate record sales for our client through online enquiries alone. Each of these tools was crucial in brand building and lead generation.
To help our client achieve their goals, the first thing we did was to run video ads on Facebook. Video is one of the key trends in social media to increase brand awareness and recall. Once we knew which of our target audience had viewed the videos, we were able to build a Custom Audience and target them again, using lead generation ads. These lead gen ads came with a pre-filled form with key information such as name, email and phone number so all the potential customers had to do was click on the ad and enquire. Additionally, the builder also created lookalike audience of these leads and targeted them as well. The sales team too was quick to follow up on these leads and convert them into buyers.
Using Facebook’s reach and frequency tool, Casagrand pushed a specific offer to potential buyers for five days. This method increased both brand awareness and leads. To expand the reach beyond Facebook, the builder also used the audience network and Instagram platform to reach their target audience.
Using a combination on lead ads, slideshow ads and Canvas ads, Casagrand was able to achieve their targets with real estate digital marketing using Facebook marketing solutions.
This case study is an important example of the power of social media marketing. 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.
Social Beat is proud to be featured in the Social Samosa Yearbook 2017 for our spectacular campaign executed for our client, Notion Press. Our featured campaign is listed under the Media and Entertainment category. The objective of the campaign was to create a buzz about the launch of the book, The Great Indian Obsession by Adhitya Iyer. The book is an interesting read on how Indians are obsessed with Engineering with a twist of humour. The campaign too, was a reflection of the book, with a funny hand-drawn cartoon sketch. Titled as Bizzare Engineering Facts, it took a light-hearted approach in showcasing quotes from the book, throwing light on hypocrisy in education. The campaign was exclusively posted on Facebook and Twitter and clocked a reach of half a million, with 21k likes and 986 shares. Its relatable context made it an instant hit amongst the target audience and eventually landed us with a feature in the much-awaited Yearbook of Social Media Campaigns 2017.
The updated 2017 version of the book is packed from cover to cover with over 60 eye-catching social media campaigns which are guaranteed to inspire you. These campaigns have created a stir in the digital space and are the best performing campaigns of the year.
Apart from mind-blowing campaigns, the yearbook also features a foreword by Kunal Jeswani – CEO, Ogilvy India – and expert insights from social media biggies like Umang Bedi , Managing Director, Facebook India and South Asia, Taranjeet Singh, Country Director, Twitter India and Rajesh Ghatge, CEO, Indigo Consulting. Grab your copy today for an awe-inspiring read.
For every real estate developer, selling their property is the only focus. From offline to online advertising, brands are willing to try anything to generate leads and reach out to the potential buyers. In our experience, for most real estate developers, the digital medium works extremely well. We have seen that for some developers, over 1/3rd of their sales come from the digital medium.
Most developers, until recently have been using the offline medium for marketing. Developing from a large offline presence to online lead generation has its implications. Most real estate Developers do not know where to start the digital journey. Transitioning from generating sales via the traditional methods of cold calling to intensive integrated marketing campaigns, The Biggest Challenge Real Estate Developers’ Face in Mumbai is determining what Digital Business Strategy guarantees a boost in high ROI?
Another key challenge faced by many property developers is the fact that amid the fast-paced digital shift, how does one choose the right digital channels or Online Advertising Strategy to drive toward the best quality lead that contributes to increasing their sales?
The real estate industry is forming a shift in the space and like every other competitor most real estate players do not clearly define the boundaries of what makes a good marketing strategy.
In digital marketing, Real Estate in Digital Marketing terms means lead generation and this means implementing The Latest Digital Marketing Trends to capture that valuable lead that matters to your business. Effectively understanding which platform works to drive those very valuable leads is a strategic process which requires deep in-depth knowledge of gaining higher conversion rates that in turn Add Higher ROI to Your Business. This can vary right from understanding the campaigns to the various targeting options to driving the right audiences through a filtered lens to quantify which lead will ultimately have a higher impact to convertibility.
This is exactly what we do for our real estate clients:
What did we do that was different?
Yes, you heard that right! In real estate, having an effective landing page is the key that opens the door to a variety of potential leads.
Having a static landing page that captures the basic information like name, number and Email isn’t enough. Driving the leads to a call to action ensures that you grab their attention and ensure that the purpose of running all your ad campaigns is put to maximum use by getting them onto your landing page.
The landing page has to be highly optimized to ensure:
After all, optimizing the landing page is the only way to determine how those higher but better quality leads are driven!
Lighter Landing Pages
Less is indeed more! Having key information yet with a minimalistic approach works better. This version of landing pages downloads faster doesn’t have too many distractions and is to the point. In short, if you are trying to weave a story about your real estate project, then this landing page version is the moral of the story and that’s it!
With the rising growth of hundreds of various ad platforms, the digital marketing mix becomes even more complex with what metrics actually matter and how the importance of Tracking Your Advertising Campaign can drastically make or break the deal!
Tracking everything is an entire process which not only requires the metric objectives but becomes a game changer when you align those very metrics with the objectives of the brand strategy through the campaign.
So, one arises to the rock bottom question? What ads drive better conversions?
The infographic below summarizes every aspect of what one can expect from paid advertising including the pros and the cons:
If the probability is that everyone is Clicking on the Ads, why not make the content appeal in all languages that reaches a wider mass market to catch the attention on a native level. According to research, regional content does better online than English.
Using vernacular content in your advertising strategy makes perfect sense to target a broader Pan- India audience, especially those in tier II and tier III cities.
The key takeaway is to resonate with the local market with a message or call-to-action that urges them to your landing page (which can be curated to the local language as well) to drive them from consideration to conversion!
Yes, everyone is doing many things across the known platforms such as Facebook, Google, Yahoo and Columbia but what next?
Investing in other unknown territories and trying out various tools only help drive conversions up to a certain point.
Instead of looking outward, why not focus on driving the main tool (The Landing Page) into a multi-channelled function that serves many purposes with a multi-project landing page!
It’s simple, cost-effective and solves the problem of repetition and monotony across landing pages.
(Sample Multi project Landing Page)
Having emerged from a generating leads for a stand-alone project to delivering results across multiple projects both on the domestic market and international market, we have successfully driven hundreds of sales spending vast amounts of money to churn around 10 times the growth revenue than any other digital agency can deliver attributing to only 1% of the sale value, the cost per leads has been crucially optimized to deliver better results than ever before!
Our approach to driving an Integrated Lead Generation Strategy is to constantly re-evaluate the ‘go-to-market’ strategy rebuilding the value proposition each time.
If you are looking for the best strategies for digital marketing, read our blog on the complete guide for digital marketing for real estate.
In 1639, a Nayak ruler handed over a small strip of land to the East India Company to build its trading warehouse. Little was known that it would lay the foundation for one of the historic cities of India in years to come.
22nd August, 2014 would mark the 375th anniversary of Chennai, earlier known as Madras. As part of the 375th anniversary celebrations, the Murugappa group has launched the #TheMadrasSong to celebrate the occasion & give a fitting tribute to the history, tradition, and culture of this city.
Check out the song that captures the soul of Madras:
In fact, the Murugappa group has planned a notable month-long campaign to celebrate the 375th year with already underway contests such as #FavMadrasMemory Map & photo contest, daily Madras trivia and the upcoming Murugappa Madras Quotient Quiz 4th edition on 6th September.
#FavMadrasMemory Map app that asks people to mark the spots that has given them their fondest Madras memory, has turned out to be very popular among the citizens here. It gives them a chance to reflect back to the memorable times spent in the city.
This is the time to be in Madras and enjoy the city at its best. Umpteen other events have been planned across the city such as quizzes, heritage walks, photo exhibitions, lectures, etc. Social Beat is proud to be associated with the #Madras375 Celebrations.