digital marketing events

Social Beat bags top awards at Maddys 2019

  • Divya Premkumar
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  • 6 May , 2019
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    • 2 min read

2nd April 2019: Social Beat, one of India’s leading digital marketing agencies,  bagged two top awards in the ‘Digital’ category at the recently held ‘Maddys 2019’ in Chennai. The first, a Gold Award, is for the Best Use of Digital for Klay Schools, and the second, a Bronze, for the Best Digital Public Service for Social Beat’s road safety awareness video.

‘Maddys 2019’ is an annual award event organised by the Ad Club of Madras to honour the most creative minds of the Indian advertising industry.  This is one of the top advertising awards recognising path-breaking campaigns in various categories such as Print, Radio, TV and Digital.

Commenting on the digital initiatives for Klay Schools, Vikas Chawla, co-founder of Social Beat, said, “Klay is one of our premier clients in the educational sector and our specialised digital initiatives have played a significant role in establishing them as one of the preferred pre-schools in India. We began with a refresh of their website keeping in mind factors like design functionalities and user - experience.  We also leveraged their YouTube channel with a series of videos highlighting the environment and the approach adopted by Klay schools in nurturing future generations. The center-specific digital campaign strategies proved to be a great tool for increased visibility, creating brand awareness and driving walk-ins.”

In addition to this, Social Beat also won an award for their unique video highlighting the importance of maintaining good road etiquette. Speaking about this recognition, Suneil Chawla, co-founder of Social Beat said, “The video titled ‘A Day in the office ft. Bad Drivers’ highlights the bad behaviour of drivers on the road compared to everyday work life. We projected basic road safety rules such as ‘Don’t text while driving’ and ‘Don’t drive on pavements’ using some common professional etiquette examples. This video was a huge hit on all our social media platforms.”

These awards follow close on the heels of the prestigious ‘Best Digital Marketing Agency of the Year’ that Social Beat won at the Marketing Maverick Awards held in Mumbai.


YouTube Brandcast India 2019 – Some key learnings for marketers

  • Divya Premkumar
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  • 11 April , 2019
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    • 5 min read

2019 marks the 11th year since YouTube’s entry into the Indian market. To help marketers and creators understand the massive impact YouTube has made in India and its importance in the digital ecosystem today, Youtube hosted the 2019 Brandcast in India.

YouTube currently has over 265M users in the country and this number is expected to reach 500M by 2020. This incredible number is in relation to the increase in the total number of internet users in India that has grown from 15M just five years ago to 100s of millions of users today. Its ability to provide a personalised media experience and offer content in various languages has made YouTube one of India’s most-used platforms.

YouTube has become a platform for all types of content

Over the last 11 years, YouTube has become a platform for storytellers and creators to share content in different languages and reach an engaged audience in rural areas and big cities alike. It has become a success story for numerous YouTubers like ‘Mostly Sane’ who uses YouTube to discuss social issues such as mental health (the channel is currently at 3M subscribers) and more recently Priyanka Chopra, who chose YouTube to extend her audience reach with hew new show ‘If I could do just one thing’.

Susan Wojcicki, CEO of YouTube, says it is the preferred social platform for creators and businesses alike due to its ability to reach out to a large audience pool in a personalised way. When Pepsi ran an ad campaign on YouTube, it saw a 14% increase in sales and 3.3x return in ad spend. Alternatively, Hyundai’s ad campaign had a massive audience reach of 221M. The ability to scale and impact on YouTube can result in business leading results. Currently, vernacular content is taking centre stage and has helped increase engagement across all channels.

How is the media landscape evolving?

Mark Patterson of Group M discussed the video revolution in India and how it has changed the way brands communicate with their customers. Group M is a media advertising company that has had a presence in Asia for more than 2 decades and is responsible for 1 in 2 ads in India.

Mark highlighted the evolution of the media landscape and how mobile video has become a secret weapon for many marketers. One of the main reasons for this is the change in the way users consume content and seek entertainment. They look for three things: convenience, customisation and choice. Statistics show that 60-70% of people in India consume content on mobile video every day.

The digital spends in India remain comparatively low when compared to China where 64% of ad spends is digital while this is only at 18% in India. However, India is one of the fastest growing economies in the world at a 14% GDP and digital ad spends is expected to catch up soon.

Mark Patterson also discussed the three main themes on the why and how of digital advertising in India and how YouTube affects these themes.

1. Driving results across through the funnel
YouTube has allowed marketers to have a mass reach and gain more awareness of their brand with tools such as YouTube Masthead.

2. Unlocking creativity
YouTube allows for personalised messaging that has helped deliver performance. This has resulted in a 20% uplift inconsideration, a 31% increase in awareness and a 900% increase in search queries.

3. Cross channel planning
While this is still a fairly new concept for most media agencies. Group M has taken a step in this direction by integrating YouTube reach data with Group M planning tools. This has helped them optimise maximum reach across multiple devices.

How a Youtube Masthead helped achieve incredible results for Sundaram Mutual- Case Study

It is no secret that Youtube has become the secret weapon for many marketers to reach their target audience. To take advantage of the immense reach that Youtube offers, Social Beat collaborated with our client Sundaram Mutual to create a masthead ad to promote their new fund. This campaign generated incredible results, proving the effectiveness of Youtube as a medium to reach out to the target market.  

The objective:

Sundaram was launching an open-ended equity scheme and wanted to create awareness around their product within a short period of time. Digital marketing has been proven to provide finance companies with the reach they require so Youtube was the obvious choice when it came to achieving the objective.

How was the campaign executed?

Mastheads are usually charged on a daily basis so we used the 24 hour period we had as effectively as we could. To enable maximum viewership we ran the campaign over the weekend. For the entirety of the day any individual that accessed Youtube through their desktop, tablet or mobile device saw the masthead ad at the top of their pages. This helped us increase our subscriber base and drive traffic to the website.

The results

The 20-second Sundaram masthead achieved phenomenal results. Sundaram’s subscriber base grew from 356 to an outstanding 56,000! It has increased since then and is currently standing at 57,000 and growing every day. The video also generated 14 million views in a span of 24 hours.

To achieve these incredible results, we adopted a digital-first marketing strategy to reach the target audience. We were also able to track and measure our results to scale the brand to new heights.

You can read more about our Youtube ad campaign with Sundaram Mutual here.

What do brands need to consider to increase ROI

Ben Jones, Creative Director at Google says that 30% of ROI is driven by media elements and targeting data. The other 70% comes from creative. There are three elements that affect ROI in digital:

1. The consumer’s attention

Many people assume that with all the content out there, the consumer’s attention span is decreasing but this is not true because people today prefer long-form content to short-form content. What has changed is how quickly consumers reject and accept the content they consume. The content needs to be longer, richer, deeper and grab the attention of the viewer faster.

2. Understanding customers better

Another way a brand can improve ROI is by understanding the customers better with more personalised messaging. They should change content according to the target audience and in a way that will allow the brand to relate to the customer better. Statistics show that customisation of the ads specific to the target market can result in a 10% lift in ad recall.

3. The content needs to be mobile optimised

Research has shown that In India 60-70% of content is consumed via the mobile device. Therefore, when creating content, brands need to keep in mind that the shots framed and the stories told are optimised for the mobile user. It is important for agencies to rethink their digital content strategies this way so they are able to get the brand message to the target audience better.

To help agencies adopt the above strategies in their content plan, a new Rethink Council has been created to identify how brands can rethink their marketing and targeting to measure and maximise creativity to connect to the customer.

YouTube Brandcast India 2019 ended with an insightful discussion with world-renowned director Zoya Akhtar. She highlighted the importance of the role YouTube played in her recent film ‘Gully Boy’ and how she was able to discover and do in-depth research for the movie through YouTube. YouTube also played a huge role in promoting the supporting content for the movie such as trailers and interviews.

YouTube has played a crucial role in the evolution of digital media in India and YouTube Brandcast 2019 highlighted the importance of the digital platform and how it has changed the way people consume content in India.


Top Marketing Events in Bangalore

  • Akila
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  • 8 January , 2019
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    • 3 min read

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: Digital and Social Media Marketing Summit

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 by Social Beat

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.

Paul Writer Hot Brands 50

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.

5th Inflection Digital Transformation Summit and Awards

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.

DigiMarCon India 2019 

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.

121 Digital Marketing Summit

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.


The Womenwill Leadership Workshop by Google – For women, by women

  • Rachna Ganatra
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  • 4 January , 2019
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    • 3 min read

The Womenwill Leadership Workshop was an initiative conducted by Google. The world’s most used search engine had invited its premium partners to nominate the inspiring female leaders of their organisations. Rachna Ganatra – Head of Strategy and Business Development – represented Social Beat in the workshop. The event was geared towards understanding gender disparity issues that women face at work. It also threw light on how to overcome systematic and personal barriers in career success, building confidence, recognising and creating strong connections and making a robust personal plan to move ahead.

The workshop was conducted by the very accomplished and vibrant team of woman entrepreneurs Jinny Riat and Neha Kalia who used a lot of storytelling and kept the audience engaged throughout the workshop. It was amazing how participants opened up about challenges, personal experiences and collectively worked on exercises that were geared towards a lot of self-reflection and taking ownership to drive solutions.

Key takeaways from the workshop

  • Understanding gender disparity in digital agencies
    • Women in digital agencies make up 53% of entry-level employees but only 19% become C-Level executives.
    • 7% of leadership positions within Google Premier Partners are held by Women.
    • Campaign Diversity Research shows that only 9% of leadership positions within the industry are held by women, while 89% of women are motivated to lead.
  • Recognising our unconscious bias: This requires a lot of mindfulness to understand and classify the bias as it occurs in our own thoughts first. Brands need to use logic and build a common ground to deal with each of the following:
    • Likeability Bias
    • Performance Evaluation Bias
    • Performance Attribution Bias
    • Maternal Bias
  • Tips to get rid of self-doubt that most women suffer from: It was an eye-opener to learn from Google that women are the worst critics of themselves. As per recent Google statistics, a woman applies for a job when she has a requirement level of 90%, but a man applies when the level is just 60%. Also, women are bad negotiators when it comes to salary.
  • Accepting your achievements and owning them is clearly important and women should train themselves to understand that they deserve it all. The “I AM REMARKABLE” session, conducted by Sujatha Kumar, was specially designed to get participants to recognise their key qualities and why they were remarkable both at work and personal life.

The day-long workshop was a wonderful opportunity for self-learning and reflection. Additionally, the attendees shared space with other exceptional women in the industry, with a lot of bonding over wonderful personal experiences. Since Social Beat is an organisation which has more than 65% women in its workforce, the insights were really helpful and inspirational.

However, it was not all about learning. The venue, decor, goodies and food were all tastefully done with a thematic layout across. Not only was the workshop extremely enriching and enlightening, but it also had a vibrant ambience, accounting for a day of laughter and bonding.

As the saying goes – A woman is unstoppable when she realises she deserves better. Social Beat is happy and proud to be part of this initiative. You can also read our blog on women in leadership and how to retain talent in a start-up for more insights.


Top Digital Marketing Events in India in 2019

  • Nandita Raman
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  • 10 December , 2018
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    • 7 min read

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

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

IDMA – Indian Digital Media Awards

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

Campaign India Digital Crest

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

Pitch CMO Summit

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

Ad:Tech Mumbai

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

Social Beat Digital Leadership Summit

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

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

Streamcon Asia

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

Indian Content Marketing Award & Summit

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

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

Adobe Symposium India

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

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

The Marketing Conclave

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

Key highlights:

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

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

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

Paul Writer Brand Summit and Hot Brands 2019

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

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

Influence Now Communication Conclave

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

DigiMarcon (Digital Marketing Conference)

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

Content Marketing Summit Asia

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

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

IAMAI Marketing Conclave

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

VdoNxt

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

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

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


Social Beat wins for Mobile Innovation at Google Premier Partner Awards

  • Divya Premkumar
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  • 7 December , 2018
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    • 3 min read

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

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

About the client:

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

Objectives:

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

Challenges:

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

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

Our Solutions:

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

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

Results

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

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

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


Scaling your business through Google – Digital Leadership Summit Mumbai

  • Ayesha Rafeeq
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  • 4 December , 2018
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    • 5 min read

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

Summary of the session

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

How has the digital ecosystem evolved?

A mobile-first ecosystem

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

Video content is exploding

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

Regional content

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

Search and shop

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

Intent is everything

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

Google’s digital utilities

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

New products introduced by Google

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

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

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

Offline and online integration

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

Key takeaways from the sessions

Focusing on business outcomes

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

Stop marketing to the average

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

Automate everything

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

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

 

 


First Look: Digital Leadership Summit Edition Mumbai

  • Ayesha Rafeeq
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  • 24 October , 2018
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    • 3 min read

The number of people online today in India is greater than it ever was before. Currently, there are around 450 million internet users in the country and this number is likely to increase to 650 million by 2021. But what is more significant than just these numbers is that a majority of these Internet users will be coming, not from the big metros, but from the smaller towns and villages of India. Along with a shift in audiences, there has also been a change in the way audiences access the Internet and what they do on it.

In the first edition of our Digital Leadership Summit, we discussed how measuring ROI is one of the biggest challenges for digital and content marketing. For a brand to capture the next billion Internet users in India, finding a way to adapt to the new market is essential – which is exactly what we will be addressed at the 2nd edition of the Digital Leadership Summit by Social Beat. In this edition, marketers and brands can get a closer look at the biggest challenges and upcoming trends in the digital space from the reigning experts in the field. As a sneak-peek, let’s take a look at the three factors that have emerged as indispensable in a brand’s digital marketing strategy: video, voice and vernacular.

Video

In 2016, Nicola Mendelsohn, VP of Facebook’s operations in Europe, Middle East and Africa predicted that in 5 years, Facebook’s newsfeed would comprise of videos alone. At the time, this claim sounded far-fetched. However, going by recent trends, video content will soon become the most important type of content created for the Internet. Each day, around 100 million hours of video content are consumed on Facebook alone. When Indians aren’t watching videos on Facebook, they’re watching them on YouTube. As per YouTube Brandcast 2018, the world’s second largest search engine currently has around 225 million active monthly users in India, with this number set to increase to 500 million by 2020. A majority of these users watch videos to help make purchase decisions. Clearly, the fastest way for brands to capture the attention of their target audience will be to make engaging, easily understandable videos to tell brand stories. Check out our case study on how Cholamandalam Finance harnessed the power of videos and vernacular content to widen their reach.

Voice

At the Google for India summit in 2017, the growing importance of voice search in India became even more evident. The Google year in search report also mentions, around 28 percent of all Google searches in India are through voice. Even more significant was the fact that a majority of these voice searches were conducted in vernacular languages. Hindi voice queries are growing by around 400 percent year on year. India is also witnessing the increased usage of personal assistants such as Siri, Alexa and Google Home.  The advent of voice search points towards a fundamental re-thinking of tried and tested SEO strategies. Since voice search results only pick up the most relevant result (usually the featured snippet), digital marketers will need to optimise their content to ensure it is voice-ready.

Vernacular

Two of the biggest developments in India’s digital story in recent years have been the steep drop in smartphone prices and the availability of affordable high-speed internet, catalysed by the Jio network. Both of these factors have led to the growth of internet audiences from tier 2 and 3 cities and towns in India. For marketers, it is attracting these audiences and not the urban population that will prove crucial. A study found that around 70 percent of Indians trust regional content online more than English language content. If brands want to engage with the next billion internet users in India, the way forward is vernacular content. Currently, Tamil is the most used regional language online with 42 percent, while Hindi follows closely with 32 per cent. To tap into this huge potential, a strong, comprehensive strategy with end-to-end messaging in regional content is indispensable. Read our case study on how a multilingual approach generated 90% growth in leads for further insights.

Apart from these indispensible marketing strategies, the session will also throw light on how artificial intelligence will change the way marketers work. The newer emerging trends around AI, chatbots and machine learning, have proved to be a game-changer in digital marketing, working wonders for brands across all sectors. Immersive experiences like virtual tours of an apartment even before a site visit have added much-needed value to the content being consumed by potential buyers. Automation and machine learning have also pushed smaller brands to adapt programmatic advertising.

Does your marketing strategy tick the three V’s and marketing automation? Find out how your brand can gear up for the future at the 2nd edition of the Digital Leadership Summit by Social Beat. Our first Digital Leadership Summit covered the rise of digital marketing in India, but the digital landscape has changed drastically since then. Register now to get the latest industry insights from some of the biggest names in the field!


Social Beat wins Silver for Brigade Group at the Big Bang Awards 2018

  • Nandita Raman
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  • 5 October , 2018
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    • 2 min read

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.

Our award-winning campaign for Brigade Group

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.

#PhotoContest Campaign

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.

Reach and results

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.


Social Beat wins big at the SAMMIE 2018 awards

  • Rhea
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  • 11 August , 2018
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    • 4 min read

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’s original social media approach

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.

#FeelAtHome

 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.

Experimenting with new formats

 

 

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.

Brigade’s best social media campaigns

 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.

Creative promotions of projects

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.

Audience Contests

 

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.


Suneil Chawla featured in an alternate career seminar in TOI

  • Ayesha Rafeeq
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  • 24 May , 2018
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    • 1 min read

Our co-founder Suneil Chawla was recently featured in the Times of India for his expert advice on taking the off-beat career path of a web developer. The article showcased valuable insights provided by professionals from various fields at an alternate career seminar. The objective was to inspire millennials to think out of the box and take the road less travelled when it comes to choosing a career path.

Suneil Chawla threw light on how the online industry is on the constant look out for individuals who are equipped to handle the digital marketing space. He also stated that people who are interested in Search Engine Optmisation and developing chatbots can particularly flourish in this field and help organisations engage with India’s next billion Internet users. Additionally, he highlighted the importance of regional content and the scope for digital marketing to grow locally.

The other industry experts who contributed to the article include Ms. Divya Satyam – associate professor at NIFT, Ms. Radhika Ramasamy – a wild life photographer and Mr. Arun Ram – resident editor at TOI, to name a few.

 

Want to know more about alternative careers? Follow our YouTube channel Arrear Irundalum Career for tips and tricks on making it big in life while following your passion. Here's a video to show you how. Don't forget to visit the Arrear Irundalum Career website for more information on career tips in Tamil.

 


Social Beat at the NASSCOM Content Marketing Masterclass

  • Ayesha Rafeeq
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  • 21 November , 2017
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    • 2 min read

Social Beat was proud to be part of the NASSCOM Content Marketing Masterclass which took place at Holiday Inn, OMR, on the 16th of November, 2017. The session was led by David Appasamy, head of Branding and Strategy at Social Beat and provided insight on how content marketing can be effective for lead generation in the B2B sector. The session introduced the attendees to the strategic imperative of marketing and highlighted the importance of content marketing in the digital space.

The insightful session threw light on how content marketing builds credibility, confidence, and preference by establishing thought leadership and helps win attention, engage with and convert prospects into customers. It also focused on the ways in which this marketing strategy enhances and amplifies other marketing initiatives such as Social Media Marketing, digital advertising, and lead generation.

The Masterclass included a workshop to provide insights into:

  • Where organizations stand with respect to the Marketing function
  • An organisation’s level of Marketing evolution to launch a Content Marketing initiative
  • What it takes to launch a Content Marketing initiative and sustain it
  • The level of expertise and budgets required

You can view the presentation from the workshop below:


Advertising Week New York and Google Partner Summit 2017 – Key Takeaways

  • Ayesha Rafeeq
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  • 4 November , 2017
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    • 5 min read

The Advertising Week 2017, held in the fast-paced city of New York, was as insightful event throwing light on the relevant, upcoming trends in the advertising and marketing world. Held during the last week of September, the conference had a series of seminars, discussions and workshops hosted by the pioneers in marketing and advertising from around the globe. Read on to get a closer insight into the keynotes we took back home from the eventful week and how they can be utilized to build a successful brand.

Learning how to build the brands from the ones who already have

Howard Schulz of Starbucks, Jessica Alba of Honest Company, Neil from Warby Parker and more - there were so many amazing brand creators who shared their insights on how they conceptualized the brand and how they built it step by step into successful brands. These inspiring stories do instil confidence on how amazing product combined with honest and creative advertising can build brands.

Data combined with Creativity

One of the central themes that were discussed at the Ad Week was how creativity is enhanced with the power of data and analytics. Using consumer behaviour data and analytics from advertising campaigns it’s possible to create more powerful brand campaigns. For example, Dominoes presented how they listened to their consumers and realized that many of them were not happy with the way the pizza was reaching them because there was a huge discrepancy on how pizza brand videos were made and how it actually looked. So Dominoes did a series of video which shows how food photography and food videography can be deceptive. Then decided to crowdsource images from customers to see how they received their pizzas and about 25,000 customers submitted their pizzas to “Show Us Your Pizza”. While most of them were happy with their pizzas, some weren't. So their CEO apologised to the customers and started implementing internal processes to avoid it again. Moreover, they gave a refund a free pizza to unsatisfied customers. Their honesty in advertising combined with the creative campaign helped them tremendously with growth in market share in the USA.

ChatBots & Artificial Intelligence

ChatBots have already begun creating a rage in the digital marketing space and Advertising Week 2017 left no stone unturned in letting us know that. The Facebook Messenger Bot leads the bot universe with advanced customer service that helps consumers reach the solution faster. This, in turn, helps in an enhanced lead generation. Furthermore, experts have also noticed an emerging trend of voice-based devices entering the digital market.

It is said that interacting with a bot is sometimes more effective than visiting a mobile site as it provides more customised and personalised engagement. For example, the bot designed by KLM Airlines can address numerous queries from travel information to a flight change. This makes the entire digital experience of the consumer more convenient and hassle-free. However, it is advisable to use existing apps, like the Facebook Messenger, to reach your target group instead of building native apps.

With Google Home, Alexa and others launching intelligent assistants it’s become an exciting space to watch out from an advertising perspective. With 40% of searches in the USA being voice searches, it is likely to change the fundamental business model of Google. While assistants still have slow adoption in India it’s a space to watch out for.

Smarter Attribution

With users accessing websites, apps and content from multiple devices and some devices with no screens (i.e. assistants like Google Home), attribution is getting harder. The initial days of Advertising Week 2017 introduced us to the concept of split funnel advertising to help measure attribution for enhanced sales and lead generation. The model helped us understand consumer behaviour and figure out which touch points of the consumer need attribution. To begin with, the seminars held on smart attribution made us familiar to the fact that most funnel models highlight which channel is the most useful to increase conversions but do not explain why the consumer converted in the first place. It also helped us understand that consumer behaviour is critical to attribution and the only way we can understand consumers is by adding a twist of creativity to the marketing funnel.

Additionally, the workshop focused on how the marketing funnel model can be made even more efficient by gathering data from different fields and adding in multiple channels that generate guaranteed results. To achieve this, it is important to figure out which channel generates long-term revenue. Channels that add a lifetime value to the marketing funnel have the potential to change the attribution piece completely, especially when complex channels like that of TV and other non-digital aspects are involved.

Google recently launched a new tool called Attribution, which allows for data-driven attribution powered by Google’s AI. It brings your marketing data together to give you a complete view of your performance and insights you can use to optimize your marketing across channels and across devices. It will allow you to:

  • See the entire customer journey
  • Measure the impact of each marketing touchpoint
  • Get insights faster
  • Take decisions and action

We just started testing it out and will share more insights shortly.

Digital Out of Home (OOH)

Digital out-of-home taps the concept of traditional advertising by adding a digital twist to it. It utilizes the conventional channel of outdoor banners, billboards and digital screens in public spaces to showcase a product to consumers. Since people are noted to be outside their homes 70% of the time, this mode of advertising helps in a more integrated targeting.

Viewers are not interrupted by digital ads on their personal screens but on the screens, they are exposed to on a daily basis. Additionally, digital out-of-home ads cannot be fast-forwarded, skipped or blocked, giving brands the added edge of reaching out to their audience. Apart from merely detecting the GPS location and retargeting consumers, these ads can also be triggered by other factors, like weather conditions, to showcase a refreshing product on the screens during a hot sunny day. Furthermore, digital out-of-home ads can also be customized for security cameras located up to 1000 feet away, making it a clear channel for providing data.

This digital OOH is still in a very nascent stage in India, the convergence of the physical and digital world is indeed exciting.

Google product updates at the Google Partner Summit 2017

The Advertising Week was coupled with the Google Partner Summit held on September 28th, 2017. The summit presented us with an array of interesting Google product updates to fuel the branding and advertising industry for the upcoming year, apart from the basic digital marketing trends to expect in 2017. Listed below are few of the key product updates that are guaranteed to create a huge positive impact on your firm’s digital marketing plans.

AMP for Adwords landing pages: Gone are the days when AMP was available only for content-heavy sites. Google has noticed the importance of an ad to load faster for higher lead generation and introduced AMP for landing pages. While AMP has already been an important SEO factor, we have now started leveraging it even for paid advertising.

In-market audiences for search: Google has introduced in-market audiences for the search engine so brands can now showcase their products to those who are actively searching for it.

Brand Planner: Though still in the development stage, Google is planning to introduce Brand Planner – a tool similar to Google Trends – to track audience insights and to give brands more actionable insights.

Location extensions for TrueView ads: Brands can now showcase their location in YouTube TrueView ads to increase traffic to their showrooms.

YouTube Ad Sequencing: Brands can also sequence their ads on YouTube as per the viewing of the visitors.

Consumer patterns and life events in Gmail ads: Gmail Ads can be customised based on consumer data like marriage, graduation and birth.

YouTube Insights for search: Viewers can now watch ads that are customized based on the content consumed by them.

Local inventory listed on Google: Brands can get their inventories listed on Google Maps for increased footfall. They can also retrieve the data of the number of people who have visited their stores through these listings from across 19 countries and get a better understanding of how mobile search can help offline retailers in India.

Cross-device data for analytics: Brands can study consumer behaviour through data from advanced social media analytics retrieved from all digital devices – from a handy smartphone to a smart TV.

After getting enlisted as a premier Google partner and attending the Google Partner Summit 2016 in San Francisco, Advertising Week 2017 was a much-anticipated event for us. It provided us with glorious insights and practices of the international digital marketing industry. It is time you start implying these practices in your marketing strategies to take your business to the next level. We know we are!


Social Beat at ICANN-ISOC Round Table on Security

  • David Appasamy
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  • 13 July , 2017
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    • 3 min read

The Internet Society’s (ISOC) Chennai Chapter held a Round Table discussion on how Security has become a mainstream concern as part of the ICANN’s Domain Name Security Seminar (DNSSEC seminar) in Chennai on Sunday, 9th July 17. David Appasamy, Head-Brand & Strategy, Social Beat co-chaired the event along with M Sivasubramanian, President, Internet Society, Chennai Chapter, who organized the event.

The Round table was made possible by host ICANN as part of their DNSSEC initiative represented by Samiran Gupta, Head India for ICANN, and Champika Wijayatunga, Regional Engagement Manager, Security, Stability & Resiliency for ICANN Asia Pacific, who were also part of the Round Table.

The Round Table was attended by a multi-stakeholder group comprising law enforcement, academia with both students & faculty, business & start up representation, civil society with NGO participation and solutions & network representation. The discussions were wide ranging and served to sensitize those present to the increased security risks in today’s environment, both online and offline.

The conclusions arrived at during the Round Table were:

  • That most participants felt an increase in security risks in both offline and online worlds today.
  • The world today is far more complex than even a decade ago with issues of terrorism, a divided society, external threats, internal unrest, fake news, online fraud etc. all contributing to the rise in perceived increased security risk offline and online.
  • Governance & regulation cannot be left to only the experts and law enforcement but must be the collective responsibility of everyone who uses the internet.
  • Every user must display responsible behaviour online much as they do offline to ensure that security risks are mitigated.
  • However, this is far easier said than done in a country like India where online user growth is significant month on month and digital marketing is growing leaps & bounds. And when new users are from all strata of society, and not well versed with online etiquette and secure behaviour. In rural areas, for example, bank accounts are operated by groups of people using the same PIN at a government centre from where they have online access. Even in urban areas, people routinely give their credit card PIN numbers to petrol pump attendants or at restaurants while settling their bills.
  • Society is much more complex, demanding & divided today across the world, with law enforcement increasingly having to request online content sites or applications to remove content or pages placed there with the express purpose of inciting division and violence.
  • The Internet began from a defense research project, and was further developed by academia and think tanks. In the early days, users were responsible, aware and value driven so that the idea of the Internet being free, open and available to all made sense and was easily developed. Today, however, whilst it remains free and open (in varying degrees depending on countries), the need for oversight to ensure content is not misused is a reality.
  • While the need for oversight is a reality, self-regulation is still the best approach as a best practice. This is widely seen across the world where light touch regulation, ie facilitation, is the best way. Estonia and France were cited as benchmarks for Internet regulation. Law enforcement officers present also stressed that individual responsibility is still the key.
  • The Round Table concluded with the realization that to facilitate individually responsible behaviour online is a humongous task and will take enormous and sustained effort, especially in a country like India. It will have to be not just and individual responsibility, but a collective one across all multi-stakeholders.

The need for widespread awareness, and for key stakeholders to take the lead in this effort, whether governments, ISPs, online sites or applications, banks & financial services companies, payment or other apps, educational institutions, companies & businesses, parents and role models becomes key. Today, with close to 4 billion people online, the need for secure behaviour online is felt more than ever before. And will only increase in future.


How to get ROI from digital marketing- Digital Chai Pe Charcha, Mumbai

  • Pooja Patil
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  • 8 July , 2017
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    • 2 min read

Banking on a series of successful editions of Digital Chai Pe Charcha in Chennai and Bangalore, we conducted the first edition of Digital Chai Pe Charcha in Mumbai. We had close to 30 participants comprising of entrepreneurs and marketers from across industries. The topic of discussion was getting ROI from Digital Marketing.

A quick recap from the session

  • Digital Marketing Comprises of various activities like Landing Page Creation, Search Engine & Content Marketing, Social Media Marketing, Email Marketing, Display Advertising and Influencer Marketing.
  • Digital media can be segregated into 3 types: Owned Media, Paid Media and Earned Media.
  • While building digital assets, it is important to understand that the key is to provide a great user experience across platforms. A smooth User experience helps in driving conversions.
  • A Landing Page is essential for lead generation and helps in faster conversions.
  • According to a research done by Buzzsumo and Moz and Video content gets shared the most across platforms followed by Lists, how to posts and Infographics. While creating content, it is extremely important to focus on the relevance of content to the viewers. The content dynamics have been changing rapidly. From images to videos to gifs to VR, there is a wide range of options to experiment with, to create the right communication piece for your audience. Great content is generally considered as content that provides solutions to the viewer’s problems. Thus, research reports, E-books and guides are some more examples of content that can be created to strike a chord with the audience.
  • Non-branded content helps in gaining engagement. Create content that focuses on the viewer and not essentially on the brand.
  • Vernacular marketing and multilingual content is rapidly gaining importance. Vernacular content helps to create a local connection with the audience.
  • Measuring your digital marketing results is essential as it helps to better strategize your digital marketing efforts. There are several tools available to analyze and measure your results.

Below is the presentation that was discussed during the session which will provide you with more information on the above points:


Social Beat & Facebook conduct Digital Marketing Masterclass in Mumbai

  • Vikas Chawla
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  • 2 May , 2017
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    • 7 min read

In Apr 2017, Social Beat in partnership with Facebook India conducted the second edition of the Digital Marketing Masterclass. With a packed audience of 50, we had an insightful session on how to approach digital marketing to build a brand and to acquire quality sales or leads.

The top three expectations, shared by the audience, that was elaborated during the session were:

  • Reducing Cost Per Acquisition
  • Scaling Up Leads/Orders
  • Effective Measurement of results

So, if you are facing similar challenges, then read on!

Mobile First Marketing

From Facebook’s own research, users on average spent 3 hours on mobile per day that signifies that your consumer is on mobile for 3 hours and you have the opportunity of 3 hours to be in front of your consumer!

One thing we all need to understand is that Facebook is a discovering platform. Your brand personality has to stand out in the consumer’s mind and there need to be multiple touch points and impressions to make the connect. The Reach & Frequency category of campaigns can be useful in achieving this goal. Moreover, Facebook users are active throughout the day, unlike most other mediums (TV, print or radio) and in fact, 35%+ of Facebook Users are active at any given time.

Did you know that on average in a single day people check their Facebook feed 14 times? As many as 62% of the audience check their phones over 30 times a day. That means you are getting 14 times the opportunity to sell your product via Facebook. With over 184 million Facebook users in India, it gives brands a tremendous opportunity. Moreover, as per the report from NCCSAB, 210 million is the consuming population in India out of which, 142 million can be reached through Facebook.

Key aspects for a marketer to keep in mind when leveraging mobile

  • In a Facebook study, ~76% of video ads required sound to be understood, but most users watch them without any sound. So, it's critical to understand these consumer insights when making videos and other creative content. E.g. Hotels.com Video which has received 2.3 million views on FB and cleverly used the video captions.
  • Since the speed of content consumption is faster on mobile, it's important to have the brand and copy/captions to convey the message within the first few seconds.

Should we target to Tier 2 and Tier 3 cities in India?

As per the statistics, 33% of the users are from metros. So 67% of the Facebook universe belongs to the population from Tier 2 and Tier 3 cities – which is contrary to popular perception. This is also going to give rise to content creation and consumption in regional languages.

Understanding Marketing on Instagram

Facebook is the platform to keep in touch with family and friends whereas Instagram is the platform where people look for inspiration, photos and brands to follow.

Top Interests on Instagram are:

  • Music
  • Travel
  • Food
  • Photography

Moreover, the Instagram user is a more evolved and engaged user with a premium lifestyle. For example, while only 5% of the population in India has mobile postpaid connections, 25% of Instagram users have postpaid connections – highlighting that a luxury or premium brand cannot be ignoring a platform like Instagram.

The art of Audience Targeting

Facebook is 85% accurate and when further information like age and gender is included, the accuracy rate goes up to 90%.
The top reasons why Facebook is more effective is

  • Availability (with users active 14 times a day)
  • Flexibility (of audience and targeting)
  • Efficiency: Minimal Waste
  • Re-targeting
  • 100% Declared Audience Attributes (Not Inferred)

Types of Audience Targeting on Facebook

• Core Audience Targeting:

This feature allows us to reach a precise audience based on four main targeting types:

  • Location
  • Demographic
  • Interests and
  • Behaviours

For example: When targeting NRIs to sell your property - The audience which is core to Facebook is provided with age and gender information. Behaviour targeting will help us target people living in a joint family, who are frequent travellers internationally and nationally, who have travel apps and are newly married.

  • Custom audience: These set of the audience is created by uploading your customer database of:
  • - email addresses
  • - phone numbers
  • - website audience using Facebook Pixel
  • - facebook user IDs
  • - app user IDs and Facebook will match this data to as many user profiles as possible.

The custom audience is an excellent way to make use of CRM data. The CRM tool can also help in lead nurturing, which is critical to improving the final conversion of leads to home buyers. Research by Social Beat shows that there is a 60% better chance of converting if called within 2 hours.

Another medium we can customise our audience is with the use of Facebook Pixel, which creates a list of users who came to your website, converted into the site, visiting more than a certain number of times in the last 30 days etc.
The custom audience also helps in improving the quality of the leads. Users frequently visiting your website are more like to become home buyers and can be given more focus.

  • Lookalike audience

Lookalike audiences are a way to reach new people who are likely to be interested in your business because…

  • - Their profiles are similar to custom audiences you have uploaded
  • - phone numbers
  • - Their interests and demographics are similar to users who have visited your website
  • - They’re similar to users who have hit one of your conversion pixels

You’re telling Facebook that you want an audience created of people who are most like your email list, website visitors, people who have hit one of your conversion pixels, etc. Facebook will create an audience based off data points on a Facebook profile that would denote similarity.
You can also create an International Lookalike audience – because people are same everywhere! Eg: People have visited your luxury product landing page. You can create a lookalike of similar users internationally!

Coming to brand!

Facebook Brand awareness tracks people who look for sponsored content. If you plan to go ahead with lead ads in the first go, it will go to the people who have filled the leads in the past. You are missing out on the potential to reach a newer audience.

How does Brand awareness work?

  • Step 1: As a person, when I see your sponsored content on my feed, I will read. Once I find it interesting, I will go to your website to check your offerings, credibility, and products, etc.
  • Step 2: Next time, when your sponsored content again appears on my feed, I will go through your ad again.
  • Step 3: Multiple visibility of your content and ads, will make me curious and viola I fill your ad and I am one of your leads!

Point to note: Investing in your brand awareness is similar to running ads on radio and television. You need to frequently appear on the wall of the people!

For Brand awareness videos, relevant content and E-books along with the below ideas can be tried

  • Amplifying content and infographics (Facebook Canvas can be an interesting medium to do this)
  • Carousel ads to showcase different attributes of the brand
  • Amplifying with videos, 360-degree virtual tour
  • Engagement Campaigns to get shareability
  • Need for content experiment: Run regional ads in local languages
  • More formats: Video for leads ads carousel

Sequencing of ads is also possible by using custom audiences after using Reach & Frequency ads and we have seen some tremendous results come through this.

Case Studies

There are numerous case studies that one can find on the Facebook Business Success page but we discussed a few in detail and you can read them up via the below links:

Tracking Return on Investment & Scaling up Leads/Sales

We have a more detailed blog on tracking ROI from digital marketing, which you may find useful.

Questions asked during the Masterclass

In spite of getting so many leads, why leads are failing to convert into a sale?

There are some common mistakes marketers make, which should be avoided in order to improve conversions:

  • Following up with your lead within 6 hours and not after 1 week of the lead being generated
  • Not disclosing the lead source to the sales person – leading to lack of clarity during conversation
  • Being able to attribute all digital leads by using cloud telephony – to understand the true impact of digital marketing

How can you improve the quality of leads via the Lead Gen Ads?

  • Add Customizable questions – which products/services are you interested in, ask a good time to call etc. This is because it is important to build a faithful relationship first then making a sale. Remember that buying a home is usually a very involved decision
  • Use Context card – tells users why they are filling the form

What are the elements critical in a lead generation focussed Ad Creative?

Its important to the have the below elements & approach to getting the best quality leads and conversion:

  • Visuals & Videos can be experimented with – For example if you are a real estate company, the exterior, interior, walkthrough video, video selling the project etc. Sometimes even generic images with family and kids can also work for specific projects.
  • Transparency is key – Location in the city, Price, Type of Property (Apartment, Villa, Plot etc), Expected Handover Date are some key details that can be included in the ad
  • Have the right Call to Action (Learn More or Contact Us or View More) and sometimes combining it with offers

We have tried regional content but it hasnt worked?

  • In our experience regional content and communication works if the entire experience is in that language, which means that the landing page, the customer care, email communication etc is also in the same regional language. WE need to provide a seamless experience for it to work - it can be messaging in hindi but then we take them to a landing page which is in English.
  • The other aspect is that, maybe the audience that interacts with regional content is different - maybe they would prefer talking to someone rather than give the enquiry online - so as a brand we need to make this easier and give multiple options to consumers.

Women in Leadership – May The Force Be With You

  • Team Social Beat
  • |
  • 8 March , 2017
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    • 4 min read

“Some leaders are born women.” -  Geraldine Ferraro

Through the ages, men have always been considered as the breadwinners of the family, while women were reduced to the role of caregiver and homemaker. The generation gap has changed much of this; feminist movements have pushed women to proactively think of better career opportunities and corporations have started become more people focused rather than commodity focused.

In today’s world, as women climb up the corporate ladder, the population of women employees usually decrease. At the highest level, world-over, there are only 3% to 4% who are women. In the business world, women currently hold only 4.6 percent of Fortune 500 CEO positions and the same percentage of Fortune 1000 CEO positions. While organisations all over the world talk about promoting women, they are yet to get into the practice of regularly doing that.

We find it rather puzzling looking at these statistics since here at Social Beat, the statistics are the opposite. We have an amazing team filled with women leaders who are passionate about their work and are helping Social Beat scale up as one of the leading digital marketing agencies in the country.

Social Beat and the women of power

At Social Beat, 60% of our employee base comprises of women, who come from diverse cultural backgrounds, yet share the same passion for exceptional work ethic in scaling up the company to new heights. We nurture the leadership qualities in women and give them the space to grow. Some grow by helping their peers and creating a support system for the organisation to bank on while the others climb up the ladder, taking our company to tremendous heights which we couldn’t have even dreamt of achieving. Whatever be the case, our female employees have always been the driving force to push our organisation to grow - Grow out of our comfort zones, branch out nationwide, and make a mark in the digital world.

There are innumerable ways in which, lady power has helped us on an everyday basis. From working with different teams to managing people from various backgrounds and cultures, the effort put in by our women is not that of playing their designated roles but that of playing a role model for each and everyone of us.

A part of our inspiring female workforce comprises of vibrant and youthful freshers who are fueled by their educational qualifications and are brimful with energy to prove their worth in the corporate world. Their dedication towards work is nothing less than an experienced professional and we often find inspiration in their fresh and crisp ideas. The other half of the workforce comprises of skillful experts who radiate enthusiasm through their thoughts and perspectives. Being an ROI driven digital marketing agency, we are all about results and achievements.

The Iron Ladies

Talking about inspiring women; three of the most dynamic and versatile women at Social Beat lead the creative, social media and BD teams. Their high-spirited and level-headed nature is the glue which binds their respective teams together. We are proud to mention that 40% of the workforce even at the leadership level comprises of women and we trust their maternal instincts to nurture the company’s everlasting growth.

What makes the Women of Social Beat so unique?

The problem is, many companies misunderstand the concept of leadership. Becoming a leader acquires more than just skills that define the very role. There is a quality that matters too; a fundamental identity shift that women seem to master better than men.

Qualities of a good leader:

  • People management skills: People management skills are not something one can earn out of a book, it comes naturally or through life experiences. Women have the natural talent of being people persons; their ability to induce a happy working atmosphere is one to cherish.
  • Great listener: As commanding as leaders should be, they must also have an open door policy;  women are known to be great listeners, always keeping the door open to suggestions made by team members.
  • We before me: A good leader knows that the team matters much more than the individual. A woman’s companionship nature makes her dependent yet equally headstrong when it comes to team effort.
  • Multitasking: It may sound cliche but is the cliche that makes the difference between a good leader and a bad one. Undoubtedly, women will always hold the title as the hardest working, fastest and smartest multitaskers.

The feelings are mutual

Social Beat’s efforts in making a wonderful working atmosphere have been well received by our numerous female employees. A majority of them have cited four common advantages that make working in the company a pleasurable experience.

  • Freedom of expression: Whether it is spilling your heart out or sharing ingenious ideas, Social Beat is always open to all things new, amazing and sometimes flat-out quirky.
  • A plethora of inter-job opportunities: You may be employed here in a particular post but there is no restriction as to what you want to explore. If you enjoy doing something more, we enjoy helping you do that something, better.
  • Awesome work-life balance: “All work and more play, an employee’s life is hip-hip hooray” as quoted by everyone here!
  • Safe work place: Clean, serene and comforting and uber-friendly, Social Beat makes the safety and security of their employees a very high priority.

More women are taking up major roles, which has directly influenced the atmosphere in a workplace. Companies have reported an increased dynamic among their employees with team efforts responsible for improved financial results; women are making a workplace calmer, friendlier and more engaging. Ultimately, having a working atmosphere that is well balanced in gender is important as it helps generate stronger leadership identity development.


2017 Digital Marketing Trends – Digital Chai Pe Charcha, Chennai

  • Nandita Raman
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  • 26 February , 2017
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    • 1 min read

The ninth edition of the Digital Chai Pe Charcha in Chennai was held on 25th February 2017.It received an excellent response with about 35 participants including entrepreneurs, professionals, digital marketers and social media influencers taking an active part.  The topic of discussion was Digital Marketing Trends to expect in 2017.

Here’s a quick summary of the key takeaways from the session:

You may find it interesting to read our other blogs on Digital Marketing.


Casa Grande and Social Beat win BBC Knowledge Award

  • Nandita Raman
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  • 20 February , 2017
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    • 1 min read

We are delighted to share that Social Beat and Casa Grande, a leading real estate developer in South India, were recently awarded the Best Search Marketing and Display Campaign at the BBC Knowledge National Digital Marketing Awards at Taj Lands’ End, Mumbai.

Casa Grande was looking to scale up its digital presence and sales through lead generation online. We ran highly successful Ad Campaigns across Facebook, LinkedIn & the Google Search and Display Network leading to a 10x growth in number of leads generated and a 30% reduction in cost-per-lead.

Key Results achieved:

  • Number of leads generated increased 10x.
  • Organic Traffic increased 3x
  • Leads from organic Traffic increased 4x
  • Fan base on Facebook grown to an engaged community of over 1,40,000 fans

The Digital Marketing Awards recognises extraordinary work done by the marketing fraternity to take their brands into the digital era and we congratulate the entire Casa Grande Marketing team and Social Beat team on this milestone.


Content Marketing in 2017 – Digital Chai Pe Charcha, Bengaluru

  • Abhishek Kumar
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  • 10 December , 2016
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    • 1 min read

The second edition of the Digital Chai Pe Charcha in Bengaluru was held on 9th Dec, 2016. We had an audience of 25 including entrepreneurs, professionals, digital marketers and social media influencers taking active part in the discussion. The topic of discussion was achieving content marketing success in 2017 and beyond.

We had done a similar discussion on content marketing in Chennai in early 2016.

You may find it interesting to read our other blogs on Content Marketing.

 


Social Beat partners with Orange Flower Awards in Bangalore

  • Drishtii Jaisingh
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  • 3 December , 2016
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    • 2 min read

We are glad to Partner with the Orange Flower Awards, organised by Women’s Web. The Orange Flower Awards are India’s first awards for women for digital excellence. The initiative aims at recognising women who are digital creative superstars. This encompasses women who are writers, cartoonists, social media mavens, photographers.

The Women’s Web is an online platform that enables women around the country to talk about their real stories and experiences. The organisation is the largest online community of women in India with 8 million readers since 2010. An inspiration to 800+ women entrepreneurs, the platform hosts 1500+ writers and bloggers. There is a wide diversity in the kind of topics that are featured on the platform. One can find women’s views on social issues, parenting advice, relationships, entrepreneurship, travel, lifestyle and even Tech and Finance! Started in 2010, Women’s Web has been growing with the love and readership of women in India and has been applauded by The Hindu, Deccan Chronical, PepperTV and won many awards such as the Women Icon and Biz Divas award.

The premise behind hosting the Orange Flower Awards is that women in India are continually innovating and reinventing to change the digital world we live in. Any woman above the age of 18 years can nominate themselves or someone else for the Awards. Although the awards are meant to recognise the work that women have done in this field, nominations from men are also welcome in specific categories where their work has empowered women in some form.

The Jury panel comprises of renowned journalists and authors like Gita Aravamudan, Kiran Manral, Ashok Banker, Mita Kapur, Samhita Arni and Sowmya Rajendran. Other panellists include Archana Doshi, Natasha Bhadwar and Aparna V Singh, who is the Founder and CEO of Women’s Web. The structure planned is going through digital and also has on ground events in 5 cities – Mumbai, Pune, Delhi, Kolkata and Hyderabad. The gala awards night is scheduled to take place on the 8th of January, 2017 in Bengaluru.

You can catch all the action and the recent happenings of the event on their page. You can also choose to attend the event in any of the cities.


Social Beat part of Facebook SME India Council 2016-17

  • Vikas Chawla
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  • 2 November , 2016
  • |
    • 1 min read

Small and mid sized businesses are indeed the backbone of India’s economy and digital marketing can be a powerful medium for SMEs, especially when you can get more through targeted marketing. This is the purpose with which Facebook India launched their SME India Council last year and this year we extremely excited to be part of it and are looking forward to working closely with Facebook.

As Facebook reported in 2015, more than 1.99 billion interactions have been made between people and the 2 million small businesses with Facebook Pages in India. And of the close to 160 million people (as of Oct 2016) on Facebook in India (95% on mobile), more than half of them are connected to at least one small business in the country.

The Facebook SME India council is made of a group of small business from various industries and geographies across the country and will meet throughout the year to share feedback, discuss new ideas and work with Facebook to build better ads solutions. Due to confidentiality, we cannot share many of the information shared during the 1st meeting that was held in Delhi in October, please do stay updated on our Facebook Marketing blog to see what's the latest (as and when Facebook announces its new feature launches).

You may also find it interesting to read our Facebook Marketing Trends for 2017.


How UX can make or break your business – Digital Chai Pe Charcha

  • Sneha Balasubramaniyan
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  • 12 October , 2016
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    • 3 min read

The seventh edition of the Digital Chai Pe Charcha was held in Workafella, one of the best business centres in Chennai on 8th October, 2016. The event saw over 25 participants who were a mix of entrepreneurs, digital marketers, and professionals. User Experience, an important element in any website or app these days, the entire session was insightful, engaging and very informative!

What is UX or User Experience?

UX or User Experience is exactly what the name suggests – the overall experience one has when they land on your website or your app and the interaction with the company, its services, and its products throughout.  In short, the way a website or an app works plus the look and feel of it all together making your user want to come back to your site.

Benefits of good UX –

Research shows that the overall experience of a user right from landing on your site, navigating and scanning through your pages till moving out of your site to another, the emotions that the user feels throughout – satisfied or unhappy – plays a major role on how your brand performs online in comparison to your competitors.

It helps in converting a user into a potential customer and not just that – but converting them at a low cost.

What makes a good UX –

  • Security & Privacy of its users handled with attention
  • Feedback & reviews from real buyers that connects with new users
  • Company is reliable & trustworthy - Transparent information on the roots & founders of the business

Building a new website 

  • Research and Analyze

Do a quick study on who your competitors are and analyze their digital mediums. Understand what they do to provide their users with a great experience on their site. Work on your content, have collaborative discussions and put down the necessary inputs to go on your site.

  • Strategize

Have a good idea on the different elements you would like to add on to your site – be it a revised sitemap or navigation flowcharts by analyzing user personas and scenarios.

  • Product Design

Work on your website with a neat and clear wireframe that should include digital touch-points further building the virality loop.

  • Test and Iterate

After your new website is ready to launch, have a quick A/B testing and experiment with heat maps on your site. Analyze the results and rework on the design perspective if necessary.

Evaluate the UX of an existing website

  • Functionality of your site / app

The speed at which a new user navigates on your site, understands your business and moves through different pages says a lot about the flow of your site.

  • Navigation & Information architecture

The user needs to have a smooth experience while navigating through your site, moving from page to page and gathering all the information required.

  • Forms

If your site has a landing page with a form, make sure the form is simple with limited fields keeping in mind to not ask for information that is too personal to the user or fields that will require the user to go back and forth too many times.

  • Trust and Credibility

Your user’s information should remain confidential and should not be hampered with.

  • Aesthetics

How good is your site’s layout and balance? Is there a consistency in the font? Are the clickable items clear to the user and is the entire page pleasant and easy to navigate?

UX can be improvised with the help of some efficient tools. To improve the overall look and feel of your site, make use of customer surveys, user interviews and case studies. To track your customers’ behavior on your site, experiment with Zarget, Inspectlet, CrazyEgg, Optimizely, Google Analytics and MouseFlow. To understand prototyping, try Balsamiq, Axure, Invision and Pen & Paper.

When the site’s design and flow is focused on establishing a good user experience, the bond between the company and your customer grows building the brand as well as the overall experience of the user with the company.

Click here to understand more on how UX Can Make or Break Your Business

Those of you who missed the first six editions of the Digital Chai Pe Charcha can check them out below:


Vikas speaks at Retail Summit on Winning the Connected Consumer

  • Vikas Chawla
  • |
  • 7 October , 2016
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    • 1 min read

Earlier today, I spoke to a packed audience of retailers (omni channel and offline retailers) at the Chennai Retail Summit held by Retail Association of India (RAI) at ITC Grand Chola. I spoke on Winning the Connected Consumer, The Digital Way and you can see my slides below.

Local SEO and digital marketing for retailers is very critical in this connected world. Its very important for them to leverage a mobile first strategy to capitalize on every micro moment.

 


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