Context Marketing – 5Ws and 1H Model

This one is one of my favorite marketing quotes these days 🙂 

Content and context matter the most today, isn’t it? 

Before you proceed, can I request you to pause for few seconds and think about the last advertisement you clicked on any digital channel —just anywhere, any ad? 

Before writing this post, I carried out this check multiple times and more often than not, I observed myself clicking on sponsored posts only if they were very appealing visually or the initial blurb looked emotional or entertaining or had the specific information I’d tried to find recently. In a nutshell, it’s the content and context that made me click. I am sure, it’s the similar trigger for many of you. There’s nothing new in this; since ages it’s the content and context that have been working for marketing but in this current era of digital excess and content overload, these are the only two things that matter the most – great content and right context!

You might be having great content but if you haven’t figured out the right channel and the right time to deliver your content, it’s gone. And same would be true vice versa, a perfectly planned campaign with the right audience segmentation is of no use unless you have content that can attract and connect with your audience.

While almost everyone is aware of the value of good content and context but the truth is, very few focus on the these holistically. Content is a lot more than beautiful visuals or infographics and context is much more than just geo-targeting or re-marketing. One of the most fundamental definitions of context marketing is, “delivering the right content, to the right people, at the right time.” Sounds simple, doesn’t it? However, the more data we have about our user, the complex it gets to do contextual marketing. There are many framework and tools available that you can use to plan your content marketing but for context marketing, it’s evolving every day, simply because the algorithms and engagement level at each channel are changing at a very dynamic pace.

Personally, for me, the framework that always works for context is the traditional 5Ws & 1H model. As long as a marketer you spend sufficient time on your Ws and H, more than half of your task of segmentation and user understanding is done. Although it looks simple, I think very few follow it diligently. Next time you think of promoting your content, spend some time to address the following:

Found this relevant? Feel free to share it but may I please request you to credit this image to www.kanupriyasindhu.com
  • Who?: Like any other kind of marketing, setting up a context starts with “WHO”. Who is your audience? What’s his/her personality? How would you describe him/her? Sketch out the “who” part using any good persona template. The clearer you are about the “who” part of your target, the easier it would be to plan out your marketing campaigns.
  • Why?: Once you’ve defined your audience, it’s extremely important to address the “WHY”. “Why” should your audience notice you or click through you? If you don’t have a “why”, it’s highly unlikely that your audience will have a “why” to click through your content. Have a purpose and address your user’s needs. As long as you provide answers to their needs, they will always have a reason to be attracted and engaged with you.
  • What?: Delve deep into your audience’s behavior and you will get the answers to your “WHAT”s. What has been the purchase behavior of your audience? What kind of campaign interested them? What kind of campaigns escaped their notice? What are his interests, what stage of buying cycle is she at? The more you are aware of what interests him/her, the more contextual you can be.
  • When?: Earlier, the “WHEN” part was the simplest of all to define. Not anymore. In this multi-screen, hyper-connected age, this is the trickiest to define. Your audience could actually be looking out for you almost anytime, anywhere. Do some data digging and figure out if there is any “when” trend that exists, like, what time of the day, which day of the week, any seasonality during holidays or festivals etc. 
  • Where?: “WHERE” forms a very important part of contextual targeting, from location to devices, from channels to platforms, know your user’s  preferences and target them accordingly.
  • How?: And the last bit, “HOW” to do contextual marketing? Well, as long as we have the answer of all Ws and, then if we merge the demographics with behavior and needs, we can target the right audience, with the right messages, at the right time. A detailed post on “how” to do contextual marketing is coming up soon as the second part of this post. 

Till then, I’d love to know more about your favorite tools and framework for context marketing. 

If you found this post interesting, it would mean a lot to me if you could click on the “like” button below to let me know. Thank you!

*Icons used in the image from iconscout.com

Great storytelling works, always!

The moment I had seen this post on Linkedin, I was sure it would be a hit. When I had spotted it first few days back, views and likes were not even in hundreds and today with thousands of likes, views, and shares, there is no doubt once again that great storytelling works, almost always, in marketing and everywhere else!

In this attention economy age, imagine a candidate pitching her/his profile by speaking for more than 2 minutes or by writing a post of more than 400 words? Do you think you would be able to focus on it without any distraction?

Now imagine the same pitch presented to you visually as a story like this? Chances are, you will be hooked and end up watching it just like me.

This particular video is a great example of brilliant marketing in many ways but for me, most importantly it’s a great example of stunning visual storytelling.

From,

Context to Characters

Entertainment to Engagement

Emotion to Narration

Action to Conclusion

 

It has all the elements to make it a COMPELLING story.

And it has a very definitive call for action, making it a story that compels you to act.

What more can I as a marketer expect from a powerful story?

I am sure this candidate would land/have landed up a great role in marketing by now. As for me, this video not only engaged me but it has its lasting effect on me to an extent that I am going to use it as a wonderful reference for the power of storytelling in marketing.

I have always believed in the persuasive power of visual storytelling, in case you would like to check out one of my recent posts on visual storytelling, you may find one here.

Finding the influencer for your brand

I was recently conducting a workshop on digital marketing and while we were just at Instagram 101, some of the first few questions that I was asked were –

How to earn money from my Instagram page?

How to make brands pay me?

We have heard brands pay thousands of rupees for just one Insta post, how do we get such deals?

I want to be an influencer, as social media influencers make lots of money by just posting a photo or writing few lines.

This from an audience who was just starting with Instagram and other social channels!

Quick money attracts anyone and the idea of being paid thousands for just writing few lines on Insta or blog sounds very lucrative but in reality, it’s far from true. 

Influencer marketing like any other channel of marketing requires some serious time and effort and unless you build your reach, credibility, and authority, there is no way you can establish yourself as a marketing channel. 

To add to that, in this age of content clutter and media overload, it’s extremely difficult to cut through the noise and stand out in the crowd. I am no influencer on Instagram or elsewhere, so I don’t think I can give sure shot insights on how to be an influencer but I have been on the other side of the table for almost 15 years now – hiring endorsers, brand advocates, and influencers for all the brands that I have worked with till now. So, I can definitely give some insight on what all I look for when I engage with influencers for my brands.

1. Relevance: For me, this is one of the top criteria while engaging with an influencer. There are enough debates around reach vs relevance but in my personal experience, the subject matter credibility and relevance of influencer’s target audience matter a lot. Think of a juice brand being promoted by a food blogger or fitness expert vs. a travel blogger? Juice is a category that has a possibility of being consumed by almost any kind of audience but as a follower, your perception towards receiving a recommendation for a juice brand by a fitness expert will be different than from a travel blogger.  

2. Reach: Of course reach is very important, no marketing channel can survive without sufficient reach but reach doesn’t mean only a very high number of followers. Reach is also a lot about engagement and interactions per post. For e.g., I definitely do a quick check on the quality of interactions on influencer’s last ten sponsored posts as one of the parameters to evaluate the effectiveness of the promoted content by the influencer. 

3. Persona: Your brand has a persona and it’s extremely important to find influencers whose personas resonate with your brand. From the tone of voice to the type of content – it helps if influencers persona is aligned with the brand. While this sounds very simple but in reality, it’s quite a task to find the right fit. For a long time, I have been working for a photography brand. Now photography is a category, where almost anyone and everyone thinks he/she is an influencer. In this age of easy access to high-end cameras and millions of editing apps, it actually takes a few seconds to create gorgeous photos for your Insta feed. But I have observed it many times that just the ability to click perfect shots or having a large number of followers doesn’t necessarily translate to being an effective influencer for a photography brand. Sometimes the tonality doesn’t suit our brand and sometimes the quality of content. Finally, this is also a marketing channel and like any other marketing initiative, it’s important to have consistent brand persona while engaging with influencers too.

4. Content: The ability of influencer to create unique and authentic content is something very, very important for me. Influencer marketing is not only about promoting brand content as it is, but it’s a lot about engaging users with original content that’s relevant for brands as well as interesting for the audience. The more genuine the content would be with Influencer’s natural tone of voice, the more audience will trust. Influencer’s ability to create interesting content is a huge value ad to brand’s social media repository of user-generated content. There are many examples to highlight the same but one of the recent brands that I noticed doing it efficiently is Epigamia Yogurt. Many food bloggers participated in this campaign and they created beautiful Yogurt Art using Epigamia products and posted it on Instagram with hashtag #yogArt . Not only followers like me came to know of all the new flavors of Epigamia but we also got to know of many interesting ways this yogurt can be used in our day to day meals. And the best that I observed as a marketer was the gorgeous Insta feed of Epigamia – full of super creative user-generated photos using Epigamia products that would have otherwise taken huge time and investment for the brand to create! I know there are many brands who have created success stories like Epigamia but we also know of cases, like that of a recent mobile launch in India where almost all endorsers, celebrities, and influencers posted the same type of content on their social feed including the one where the influencer was praising the picture quality of this android phone but the picture was posted from an iOS :-). 

5. Connect: The term “influencer” by definition is a person who has the ability to influence the behavior or opinions of others and it can only happen if the influencer shares a certain kind of relationship and connect with his / her audience. It’s important to evaluate the return visitors, comments, and quality of interaction between the influencers with their followers. And as far as authentic connect is concerned, there is no way one can do it through any shortcut, it has to be human and it has to be personal.

These are just some of the parameters that I take into consideration. I am sure others have some more parameters as well. In nutshell, it takes a whole lot of effort to be an influencer with credibility after whom brands run with a fat cheque. At least I haven’t met any real-life influencer yet who became an overnight success through quick hacks or digital bot programs :-).

7 ways brands can use Instagram Stories

Instagram – 800 million monthly, 500 million daily active users and 300 million daily active users for stories! With more than half of their daily users posting stories, there is no doubt that stories are the craze these days. And where there are users, there have to be brands – trying to target, engage and connect with their users through stories.

I have been using stories for some time now and there is something about it that makes it fun. To add to that, it’s placed very prominently and hence every time you go to Instagram, you can’t miss those tiny circles on top. Many brands are experimenting with stories for different marketing objectives, while some have been able to do wonders, some still are trying to figure out the power of this tool.

Here’re some of the ways in which brands can use Instagram stories , I have personally implemented these in my marketing initiatives and I think these are worth giving a try:

  • Announcements: Stories work good for announcing new updates, be it a new blog post on your site or a to-be-launched collection. The placement of the stories icon ensures visibility and higher reach. There are many brands and users who are already using stories very effectively.
Image Credit: https://www.instagram.com/zara/
  • Contests: If you’re hosting contests, Instagram stories are absolute fun – right from announcements prior to the contests going live to the countdown before announcing the winners, stories can add a lot of value in getting your audience hooked on to your contests plan.
Image Credit: https://www.instagram.com/chumbak/
  • Enhanced Storytelling: While whole Instagram is anyways all about gorgeous photos and beautiful visual storytelling, but if you have some aesthetically shot products with details to be shown, stories will be helpful. The large size picture format adds to the charm of your visual storytelling and makes it more appealing to users.
Image Credit: https://www.instagram.com/natgeo/
  • Events: Stories by virtue of being “photo stories” are great for events or documentaries, be it for communicating the sequence or some of the behind-the-scenes fun. The slideshow format of stories helps in presenting different aspects of any event as a series.
Image Credit: https://www.instagram.com/weddingsutra/
  • Feedback: Instagram stories polls are great to gather some quick opinions and feedback from your users. While audience-reach wise, it can never match up to Facebook but these polls are easy to use, fun and visually noticeable.
Image Credit: https://www.instagram.com/snowberrydesignco/
  • Topical Communication: If you’re a brand that communicates about kinds of stuff like daily outfit suggestion through #ootd or some contests & offers that are valid only for 24 hours, stories might be the platform worth giving a try. Considering stories last only for 24 hours, there is this urgency to view it and it’s good for topical communication or promotion
Image Credit: https://www.instagram.com/harpercollinsin/
  • Shoutouts: It’s a great tool to tag your partners or give shoutouts to your fans. Tagging in stories ensures additional reach apart from your feed by sending your stories to the tagged account via DM.
Image Credit: https://www.instagram.com/amul_India/

So, what are the other methods in which you’re using Instagram stories? Would love to know how it’s been working for you so far? Do let me know in the comment section below.

Thank you for reading this post. In case you liked it, please spread it by clicking the share icon below.

Photos Credit: Links to the awesome Instagram accounts of the brands whose work I like mentioned below each photo.

Competition or Customers

Competition or Customers — Where do you spend your time more?

How I wish that organizations especially the ones starting up, spend at least half their time and resources in understanding their customers as much they spend in tracking their competitors. It’s amazing to see presentations after presentations detailing out the competition strategy but a very fuzzy or macro view of — who are we trying to sell to?

There is nothing wrong with being competition focussed, in fact it’s good to keep a close watch on competition but when you have limited resources and you’re trying to launch something new, it’s very important to understand where and how to spend your resources judiciously.

My recent interaction with two different businesses left me thinking more on this. One is a mid size company, been into business for few years, now venturing into a new category and the second one is a new entity altogether. Both have lean marketing teams to work on the launch and the maximum effort that both have spent as part of their market study is tracking the competition strategy. Details of their campaigns, social media initiatives, promotions — everything has been tracked and well documented. And both these companies are aiming at one objective while drafting their launch offer — how to be better than the competition? Yes, the prime objective is to come out with offers more lucrative than their competitors. We don’t even know if customers are actually happy with those offers or for that matter if customers are looking for offers only or something else? For company one, the competition strategy actually maps almost every player even remotely associated with the category and the product is as such that it can be of use to consumers as well as SMBs. A detailed competition analysis like this would have been actually a good thing if the team wouldn’t have been trying to focus on coming out with an offer that can be attractive to all segments. One can not have a paint-everyone-with-the- same-brush approach especially when launching a new category.

If we will be only competition focussed, we will at best be better than our competition but not necessarily the best choice for our customers. Deciding the focal point of any marketing plan is extremely important and it has to start with — understanding our customers.

The more granular we go into understanding our customer, the better we would be at connecting with her.Read More

When you understand your customers…

…You come out with campaigns like Amazon!

Yesterday I received some 60+ messages on Independence Day promotion! And I am not even counting the emailers and notifications. These were just SMSes that I received despite my number being registered under DND! Yet the only campaign that I remember or that enticed me to browse more was of Amazon India.

A global brand implementing such a fantastic local campaign, isn’t it amazing? No “Patriotic Discount” or “Up to 71% Off”, no “Freedom From Shipping” or “Freedom Of Shopping”, yet a campaign that grabbed many eyeballs and love from all.


So what worked for this campaign? The answer is very simple and something that we all know of but do not necessarily implement:

Context

Connect

Commerce

Customer

The campaign was quite contextual, delivering the right message to the right audience at the right time and had a very local touch to it.Read More

4 quick tips for Influencer-gramming

Image Credit — Pixabay

On an average, 1 out of 3 or 4 posts on my Instagram timeline is an influencer plug these days. I did a quick check on if I am following influencers more? No, these are pretty much my own contacts who are doing brand plugs now. Looks like brands have become quite active with influencer marketing especially on Instagram and there are many brands that are opting for influencers as against ads on Instagram.

Influencer marketing works well for many reasons but if I have to quote one reason, it has to be the following blink from the book — Influence: The Psychology of Persuasion by Robert B. Cialdini:

Observing people similar to us can greatly influence our choice. We comply with people we like and it is easy for some people to make us like them.

So damn true, it’s just so easy for some people to make us like them and once we like someone, we get influenced by their behavior and choices. While many bloggers and social media personalities are open to do brand collaborations but how many are actually capable of influencing your users with authenticity? And no, it’s not a number game only. Influencer marketing is as much an art as it’s about science and numbers.

There are many resources available for you to check in case you are starting with Influencer Marketing on Instagram but for those who are already doing it, here are 4 quick suggestions from my side that are based on my own experiences of running campaigns and practical observations of some other live campaigns on Instagram these days.Read More

Image from Pinterest

The persuasive power of visual storytelling

Visual storytelling works — from brands to babies. It has always worked for almost any kind of audience since ages but in this age of digital excess, it’s working like never before. Having spent good number of years in photography and digital industry, I can safely say that from communicating to comprehending, visuals have now become the prime language for many.

My personal litmus test for the power of visual storytelling? My 5 year old :-). 3 scenarios that are regular in my household-

I narrate a story to him;

I narrate a story to him and show him the pictures;

I narrate a story to him, show him the pictures and then let him play with his book asking to observe the pictures for few seconds;

Without fail, connect as well as recall of the stories are highest in the third scenario.

Ah that’s why I say, no one can teach you management or consumer behavior lessons better than children, I think most of the parents out here will agree to this 🙂.

Still need some attestations on the power of visuals?Read More

If Instagram would have been a place

Image Credit: https://unsplash.com/@aows

Just because it’s easy, let’s do it and just because it’s cheap, let’s plaster all over the media. We have seen this happening earlier with other digital channels and we can see this happening now with Instagram too. It’s quick to start and pause, so why to spend time in planning or thinking? When I see these poorly shot or awfully cropped pictures in a sponsored post, I cringe. When I see the messages so long that you need to zoom or a sponsored posts that only speak of X% discounts, I wonder why? I understand the general impulse of — “Instagram is popular, let’s do a campaign there”, but considering it’s a sponsored post and that too with such high frequency, I am assuming there is money being spent with some business objectives in mind. Then, why not spend some time in understanding the platform and engaging with your audience accordingly?Read More

It’s all about photos

Photo Credit — https://unsplash.com/@jaywennington

Out of all the work experience that I have, almost half of it has been into photography industry now — a category that has really exploded in last decade, a category in which you literally have to be on your toes in case you want to make a mark, a category that has gone through unimagined consumer behavior changes at an unimagined pace. We all are clicking, clicking all the time, clicking anything & everything!

My work also involves meeting photographers and consumers who are looking to hire photographers on a regular basis and at times the kind of insights that I get by just observing or casually interacting with them is mind blowing.

The trend of getting life events photographed or preserving our unique moments as photographs has been existing since centuries but there is something now because of which photographs and photography are as much part of our lives as food and sleep.

Thanks to social media, it will be safe to say that now we humans literally eat, breathe and live our lives through photos. This is something that we all know of but at times certain incidences just make this realization starker!Read More