Archive | Future Marketing Strategies RSS feed for this section

New Age Viral Marketing – Kolaveri Di

December 7, 2011


Almost everyone by now has heard of the Kolaveri Di song. Like me, I’m sure many more marketers are wondering that what actually made the song go so viral. Not only in South India (which is the language in the song) but all across the globe people are watching it and talking about it. It’s not the song that is so entertaining but the video. You have to watch it to know what I mean. Now, this in my opinion is new age viral marketing. Make a song that is regional in nature, put it up on Youtube and talk about it everywhere. Soon people will start watching it. Once the views increase, others will watch just for the heck to know why others are watching. All in all I believe, regional songs do have a mass appeal.

Now personally the song is not very unique or grasping enough to watch it multiple times but if you listen to it for few seconds you are sure to start tapping your feet to the beats. If you haven’t heard it yet, here is the Kolaveri Di song for you:

The song is sad, but if you watch it you will surely find it hilarious…

Continue reading...

Digital Marketing Comes In The Men’s Room

November 15, 2011



London startup Captive Media has come up with a new Captive8 system which is a video game screen for men’s bathroom. The most interesting part is that these branded games are controlled by the user’s bladder emissions.

The device was implemented for trial in a Cambridge pub and is now live in a Soho, London bar.

In the game, men can control the games simply by moving their stream left and right. Scores can be posted to an online leader board and to Twitter.

Captive Media plans to use the screens for advertisement when they are not in use by games.

Continue reading...

Booth Helps Women Find Perfect Jeans

November 2, 2011


Entrepreneur and frustrated shopper, Tanya Shaw, was sick of trying on endless pairs of jeans. Hear about her idea that’s now taking the guess work out of shopping. Looks amazing, though I’m not sure if it really works…The shoppers who tried in the video seemed very satisfied.

Continue reading...

Learn Social Media from Non-Profits – The Dragonfly Effect

October 28, 2011

1 Comment

Companies spend endless hours trying to figure out the best strategy for their social media activities and yet they remain confused and end up messing the entire thing.

Stanford University marketing professor Jennifer Aaker and marketing strategist Andy Smith have tried to find answers to why companies goof up social media activities in their book titled – “The Dragonfly Effect”. The book contains a lot of case studies from real life and one such case study that is very interesting and gives us a lot of things to ponder upon is the Harrison case study.

The story is about a guy name Scott Harrison who is a 28 year old New Yorker, promoter of a nightclub and fashion. His main skill is to bring models and hedge funds together and sell them $500 vodka. Money, power and fame, he had it all, yet inside he felt his lifestyle was empty.

So one fine day he decided to walk away from his lifestyle and volunteered to sever on a floating hospital serving the world’s poorest nations. He served as a photojournalist and soon he saw that the world is very different from his own life in New York. People who came to the hospital had various problems, tumors, cleft lips, and other water borne diseases.

After 8 months he came back to New York but not to his previous lifestyle. He realized that most of the problems he had were due to lack of clean drinking water. Thus, in 2006 he formed a charity called “water”.

The charity was launched on his 31st birthday and he asked people to not send him gifts and instead donate $31 to his charity. His birthday alone generated $15,000 and since then today the total donations amount to $20 million equal to 3,000 water projects in various parts of the world.

So what can we learn in terms of social media engagement from the success of “water”.

  • Tell a Story – You must have read this article and instantly gotten attached to Harrison. He also told the story on various media channels like Youtube, Facebook, etc and instantly was able to engage people and get them to donate.
  • Empathize with your Audience – Let people get attached to brand and how it related with your campaign. Water was a success with the photos and videos of the people who were suffering from water borne diseases. Instead of showing numbers, organization showed real picture to help their audience connect with the gravity of the issue and how “water” can help.
  • Emphasize Authenticity – Social media is very vulnerable. It is very easy to break a brand image and thus it becomes very important to show authenticity. When you claim something, it better be true. You cannot simply go and say we are number 1. Water’s commitment was transparency, donors knew what the core issue was and where the money was going. Reports and updates on the charity’s website helped people know that indeed their money was put to use in a good cause.
  • Match Media with Message  – “Water” has a staff dedicated to updating all the social media streams such as Facebook, Twitter. It also uses videos heavily because no better way to convey human emotions. Big celebrities like Terry George also came forward to promote the charity. Even a spot was reserved in the popular reality show, American Idol.

It is very important for us to get our social media tactics right and simple case study such as this can actually convey a lot of lessons.


Continue reading...

Facebook Conversations Ignored by Brands

October 21, 2011

1 Comment

When Facebook came up with the idea of offering business pages for brands, everyone jumped in the wagon and started building brand pages blindly. Now after few years, there are very few brands who are maintaining their pages and promoting conversations, most of the companies have either forgotten to update or are using FB page for just promoting their products.

What these companies fail to realize is that Facebook is a social networking channel whose primary goal is to communicate and build relations. One of the shocking revelations came from CEO of Socialbakers who mentioned in one of his posts about the lack of interactions brands have on their Fan Pages. Only 5% of wall posts by consumers are responded to.

I suppose a lot of it has to do with the fact that brands jumped in too quickly to get themselves on FB and probably wasn’t aware of how the page needs to be maintained. If you do not have a brand page, it is understandable, but having one and not using it in the right way is simply harmful for your reputation. It’s like having a contact us form and never responding to inquiries.

Check out the response rate of brands in various verticals below. You would be surprised to see the poor rates.

I’m not surprised to see that many companies have even disabled comments on their wall. What is the point of then having a Facebook page, you might as well be good with simply a website. For these companies having is a FB page is rather harmful to their own brand identity.

Here are some keys for owning a Facebook page:

  • If you cannot maintain a Facebook conversation, do not have a page in the first place.
  • Monitor what your consumers are saying, they have come to interact with you, do not let their messages go unattended.
  • Respond to negative comments properly, instead of deleting them or blocking comments.
  • Facebook is not a sales channel, do not just use it to post your promotions.
  • Use tools to monitor conversations, there are many of them out there.
Continue reading...

Are Your Consumers Changing Minds After Negative Reviews

October 15, 2011

1 Comment

Reading online reviews and making a purchase decision based on them has become very common these days. People trust what other people say and experience.

But a recent study by Cone Communications reveals that 4 out of 5 consumers change their minds about recommended products based solely on the negative reviews that they find online. Compared to 2010, this number has increased by 67%, thus implying the strong influence these product reviews are having on consumers.

It’s not only the negative reviews, positive reviews do tend to influence the purchasing decisions. As per the results, 85% of people have said that they are more likely to buy the product if the reviews are positive.

While researching product information on websites is most popular, consumers are also moving towards rating websites and blogs of experts. The number of people who gather information from social networks and their friends is less compared to other places but is still significant.

However, one of the most interesting finding is that consumers tend to believe a source less trusthworthy if he/she has lot of followers or fans on social networks. I suppose people have started understanding that a lot of followers might not necessarily mean expertise, followers can be purchased also and exagerated numbers can be filled with fake accounts as well.

The growing impact of negative reviews on consumers is something that marketers should be watchful of. It takes less than 10 minutes for a disgruntled consumers to go online and post  negative things about a product. It now becomes very important for companies to keep their eyes open and read what is being said about their products online. If there is something negative, it is very important to reach out and make amends accordingly. Damage control is the new mantra.

Moving onwards it is imperative for brands to make your consumers your brand ambassador. Give them what they want, offer them satisfaction and they will do the publicity for you for free.

Continue reading...

Think Different When Making Ads – Message from Steve Jobs

October 10, 2011


Have you ever over sold your brand? Well, here are some words of wisdom straight from the most innovative man in IT. Branding and creating ads is not about selling the product, but about selling the experience you get from using the product.

When Coke makes an ad, it does not tell you what its ingredients are, it merely shows the experience and satisfaction people get when they drink coke.

Even though it is a very old video, it still has a low of meaning in today’s world.

Continue reading...

Is Your Digital Marketing Strategy Irritating Your Customers?

October 7, 2011

1 Comment

The ever changing yet nascent digital marketing industry is growing at a rapid pace.

When it comes to digital marketing, the original goals of any digital strategy were to, “engage with customers”, “talk to them” and then build products most suited to their needs. Now, to achieve these goals, marketers listen, analyse and predict customer behavior in order to optimize their product offerings.

But all these strategies are focusing on the short term vision of how to please the customer right now. The long term implications of building the brand impact is missing in most places. Companies are using digital marketing mainly to run promotions, discounts and to target visitors who come on the websites. The marketing campaigns have become so autonomous that it lacks even the simplest human intelligence. Take for example Groupon, it does not even differentiate between its male and female customers and end up sending female spa offers to males.

Just by implementing anything and everything in order to keep pace with the digital world, companies are even forgetting the basics. The primary goal of giving customers what they want is now crushed by shoving off irritating ads on websites and in their emails.

Many marketers boast about how they have twitter followers and fan building on the social web. They talk about converting the talks into leads and monetizing the social popularity. While all this is good in the short term profit making but they forget the key aspect of marketing, “to maintain customer relations and satisfy their needs forever”. It means keeping track of the customers and helping the customer at every stage of their lifecycle.

Unfortunately what most of the companies are doing is that they focus on somehow making a web surfer click their ads and buy something. They will keep flashing their ads on the website until you get irritated and stop visiting that website forever.

On the other hand, advertising industry has always been the most creative. Every ad is different from the other ad. You cannot make the same ads for different companies or products. Similarly, in digital world you simply cannot make a generic marketing strategy. Each strategy needs to be custom made. All companies need digital marketing, period. But do all companies need the same type of digital marketing is what we need to question. Evaluate the products, the services, the IT infrastructure, the company size, types of customers, geographic culture, etc. Don’t let the digital marketing industry rot with old age methodologies, and bring an element of creativity with a lot term vision.

Digital marketing is not just about Google and Facebook, it goes way beyond it and this is what the marketers need to find out….what can I do in digital marketing so that my customers are not irritated by irrelevant ads…

Continue reading...