Our co-founder Suneil Chawla was recently featured in Deccan Chronicle in a short article titled A more ‘personal’ Facebook. The article focused on how Facebook users felt the platform was primarily used to connect people together across the globe but is now like a Classified showcasing products, services and other events related to the them. To address this concern, Facebook has now changed its algorithm in such a way that it will favour personal posts which have more engagement with viewers rather than promotional posts put up by organisations and news hubs.
Suneil Chawla shared his thoughts on the same. According to him, “The new update continues Facebook’s approach over the last few years, with a pay-to-play model. So, organic or unpaid reach will drop and brands will need to advertise to be found by their target customers and the cost of acquiring a customer may marginally go up.”
“As a Facebook user I believe it is a great move as we can see more content from friends and family. As a brand, anything good for the user, can’t be that bad for a meaningful brand”, he added.
Social Beat turned 5 on December 12th, 2017! This called for a much-needed celebration after all the hard work and deadlines that got us through yet another year. This time around, however, we went big and treated ourselves to a day of fun filled activities and adventure sports at Wild Tribe Ranch, ECR, far from the madding crowd of the city.
Fun in the sun
63-strong digital ninjas descended on the battleground with warpaint on Friday the 5th of January, 2018. The Bangalore and Mumbai bases added the much-needed tactical reinforcements and 6 strike teams were carved to carry out a common goal – teamwork, strategy, planning – which led us to realise the aspirations of our clients in the first place. All the combatants were wide eyed and geared for what was admittedly a much anticipated wild ride to pounce into position and trounce the opposition. From the enthusiastic Social Media Marketing team to the evergreen SEO & Content team, everyone put their best foot forward to win the battle.
Hardcore adventure that blew our minds
The disciplines that followed were designed to bring out the child in you and also make a man out of you. Everyone was glad to be a gladiator and ready for a heady test of skill, strength and endurance to overcome the hurdles and come over victorious. The ranch witnessed the Social Beat platoon hold fort with their overwhelming presence and hold court with their shock-and-awe athleticism and enthusiasm.
It is often seen that the best man for a job is a woman – which is why some of the events saw the femme fatales rule the roost and the boys knocked off their perch much to everyone’s delight and surprise!
The warzone camaraderie was quietly documented blow-by-blow on camera by the inhouse photog who never missed a target. Intelligence reports confirmed that the exhibitionism portrayed by Social Beat members drew admiration from the other visitors and brought smiles even from the ranch staffers – something not seen often and something we all can be proud of!!
As the dust settled along with the sunset, all of us retreated with sweet pain and sweeter memories for working together to cross the next milestone in a hurry!!
A resounding high five for now and watch your six folks!
With close to 450 million Indians already online, the digital industry is fast-evolving. Since the launch of Jio, India has seen 9 times growth in usage of internet data. Owing to this, the dynamic platform of digital marketing has witnessed a lot of progression and development. The digital trends that worked a few years ago have reached their expiry date and newer, more effective trends have emerged. Let’s take a look at few of the digital marketing practices that are no longer effective in today’s day and age and their improvised versions that have taken over the online community.
Non personalised emailers
Nobody likes mass e-mailers that flood their inboxes with coupons and deals they are not interested in. Non personalised emails are clearly dying out as the content may not be relevant to the audience you are sending it out to. Email marketing work when it is done right. Mass emailers have been upgraded with personalized emailers that are guaranteed to catch the audience’s attention. Apart from mere personalization in the form of your potential customer’s name, you can retarget them with what they were previously searching for, and present them with irresistible offers based on their demographics, interests and past behavior on your website. This will not only pull them towards your website but will also leave them constantly refreshing their inbox in a quest for more such deals and offers.
Quantity over quality
Brands have always been misguided by the notion that the higher number of posts they put up on social media, or the higher number of blogs they put up on their website, the more traffic their content will generate. However, the truth is that with the abundance of content available online, it is more important to provide viewers with high-quality content that really stands out rather than a multitude of average blogs that will just get lost in the ocean of information.
The trend of bombarding your target group with a plethora of information till they ultimately get converted to loyal consumers is now a thing of past. Potential customers are now being targeted with a fewer number of posts comprising of content that the audience will find engaging. The secret lies in bringing out a primary purpose in the blogs, like showcasing a particular product, branding or luring viewers with an emotional connect. This strategy coupled with content amplification techniques will ensure that the content reaches the right target group.
Marketing on Twitter
Though Twitter is one of the leading social media platforms, the strategy of using Twitter as a marketing tool is on a decline. Though Twitter did post a higher revenue for the last financial year, we are not seeing a significant growth in the user base in India. Brands are flocking to other effective mediums like Facebook, YouTube and Instagram where they are more likely to get better reach due to the higher number of active users. Additionally, the cost of ROI and effectiveness of advertising spend on Twitter vis a vis the other platforms are very different. While twitter does well in some genres like news, entertainment and politics it is not a preferred platform for all brands in India.
Short-form blog content
Blogs are extremely important for any business. However, if you want to leverage the power of content marketing to showcase your brand and attract leads, it is time you bid adieu to short-form content. The average length of a blog is usually around 800 words but in order to rank on Google, you need to work on longer content with in-depth analysis, research and loads of information. According to data, a well-researched content that is around 2000 words have a better chance on ranking on page one of Google search. Pack your blogs with different types of content from infographics and videos to statistical research and relatable memes. Apart from different forms of visuals, optimize your content with keywords and related keywords while you sit back and relax as viewers come flocking to your website. Also, make sure you interlink your blogs well to provide readers with more related posts and keep them hooked on to your website.
At the same time, apps like Inshorts are growing due to its byte sized articles – brands may want to continue experimenting by giving both short form and long form content depending on the purpose.
Manual optimisation of digital ad campaign
Optimising your ad campaigns is of key importance to generate leads and widen your client database. However, it is quite challenging and time-consuming to create a campaign and to manually check out each digital ad campaign and optimise them as per industry standards. These practices are now being done using automated tools and Artificial Intelligence. For example, there are cost effective tools like Optmyzr that allow automated optimization of advertising platforms like Google.
Relying on organic reach on Facebook
As dramatic as it may sound, there is no such thing as organic reach on Facebook anymore. As a brand, you need to promote your posts and invest on Facebook ads to reach your target audience. Facebook has also rolled out a new feature called “Explore Feed” tab, specifically for brands. This tab is a new feature on Facebook where users can view top relevant posts which are hand-picked for them based on their demographics, interests and content consumption.
Last-click attribution is now being replaced by data driven attribution. This upgraded trend is a process in which the analytics model of the website credits the entire process of marketing, from attracting a potential buyer and procuring the lead to converting them to a consumer, rather than the last click that closed the sale. The last-click attribution model will let you understand that a recent buyer logged on to your website to indulge in a sale. But, the data driven attribution model will give you a detailed insight of the journey of the consumer, from the initial Google ad, to the Facebook retargeting and emailer they received to push them to make the purchase.
Everything comes with an expiry date and digital marketing trends are no exception. It is time you upgrade your digital marketing strategies and stay ahead of the online curve.
This article was originally published on Campaign India. You can read the published article here.
There is no doubt that digital marketing will transform the real estate industry in 2018. However, the recent implementation of RERA has caused a huge shift in the way marketing strategies are created and conducted in the property sector. The much-anticipated Real Estate Regulatory Act has made developers rethink and reformat their marketing strategies to comply with the guidelines for the promotion and marketing of properties.
Our Head of Brand and Strategy, Mr. David Appasamy, was recently interviewed by Realty Plus Mag about this topic. In this interview, David gives us his thoughts about how the game of real estate marketing has changed with the introduction of these major policies.
Casagrand is one of India’s fastest growing real estate companies and committed to building aspirations and delivering value. It offers superior homes in premium locations of Southern India. To date, the developer has delivered dream homes across 68 landmark properties to over 4,000 happy families.
Casagrand came to us with the objective of increasing their residential project sales through online enquiries and reducing their acquisition cost by 50%. To do this, we knew we had to devise a unique approach to Facebook marketing. We couldn’t afford to use Facebook as just a brand building tool, but also as a sales channel to boost residential sales. In all, we used 8 Facebook marketing tools to generate record sales for our client through online enquiries alone. Each of these tools was crucial in brand building and lead generation.
How did we do it?
To help our client achieve their goals, the first thing we did was to run video ads on Facebook. Video is one of the key trends in social media to increase brand awareness and recall. Once we knew which of our target audience had viewed the videos, we were able to build a Custom Audience and target them again, using lead generation ads. These lead gen ads came with a pre-filled form with key information such as name, email and phone number so all the potential customers had to do was click on the ad and enquire. Additionally, the builder also created lookalike audience of these leads and targeted them as well. The sales team too was quick to follow up on these leads and convert them into buyers.
Using Facebook’s reach and frequency tool, Casagrand pushed a specific offer to potential buyers for five days. This method increased both brand awareness and leads. To expand the reach beyond Facebook, the builder also used the audience network and Instagram platform to reach their target audience.
Using a combination on lead ads, slideshow ads and Canvas ads, Casagrand was able to achieve their targets with real estate digital marketing using Facebook marketing solutions.
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:
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.
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.
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.
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!
With Diwali around the corner, it was time for some festive celebrations at Social Beat. On a Friday morning, the office was lit up with people dressed in their ethnic attire be it Anarkalis, saris or the traditional kurtas and dhotis. Getting our work done for the day and shooting photos with our mates, we didn’t know how time flew.
No festivities are ever complete without some great food, right? To enjoy a delicious meal, we headed to Bombay Brasserie in Nungambakkam for a team lunch. It is one of the finest restaurants in the city, known for its authentic North Indian food and its ambience. From Dal Makhni to Garlic Naan and Punjabi lassis, we relished it all. After a hearty meal, we gathered as a team to take a happy team picture.
It was indeed a memorable day for all of us at Social Beat, as it was not just fun-filled but also improved the team’s bonding.
On behalf of the entire team from Social Beat, we wish you a Happy Diwali!
Social Beat is proud to be featured in the Social Samosa Yearbook 2017 for our spectacular campaign executed for our client, Notion Press. Our featured campaign is listed under the Media and Entertainment category. The objective of the campaign was to create a buzz about the launch of the book, The Great Indian Obsession by Adhitya Iyer. The book is an interesting read on how Indians are obsessed with Engineering with a twist of humour. The campaign too, was a reflection of the book, with a funny hand-drawn cartoon sketch. Titled as Bizzare Engineering Facts, it took a light-hearted approach in showcasing quotes from the book, throwing light on hypocrisy in education. The campaign was exclusively posted on Facebook and Twitter and clocked a reach of half a million, with 21k likes and 986 shares. Its relatable context made it an instant hit amongst the target audience and eventually landed us with a feature in the much-awaited Yearbook of Social Media Campaigns 2017.
The updated 2017 version of the book is packed from cover to cover with over 60 eye-catching social media campaigns which are guaranteed to inspire you. These campaigns have created a stir in the digital space and are the best performing campaigns of the year.
Apart from mind-blowing campaigns, the yearbook also features a foreword by Kunal Jeswani – CEO, Ogilvy India – and expert insights from social media biggies like Umang Bedi , Managing Director, Facebook India and South Asia, Taranjeet Singh, Country Director, Twitter India and Rajesh Ghatge, CEO, Indigo Consulting. Grab your copy today for an awe-inspiring read.
There is no doubt that digital technology has engulfed our world with a blanket of convenience. There is an app in our phones for literally every day-to-day activity, from booking a cab to ordering pizza. However, the lack of storage space and increased consumption of mobile data and time has led to stagnation in the number of app-users worldwide.
To address this issue, websites are now being re-designed with app-like behaviour. Frequent visits to these websites will lead to a pop-up in your phone prompting you to add a direct shortcut to the website in your main menu. The progressive functions of these app-like websites have led to the emergence of Progressive Web Apps (PWAs). This new technology has taken the digital world by storm and is here to stay. Social Beat is one of the few digital marketing agencies who has incorporated this technology in our website. Following is an article from Times of India in which Vikas Chawla, our co-founder, has given us a closer insight into the benefits of Progressive Web Apps and their impact on the consumers.