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
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.
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
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
Love me, or hate me, but you can not ignore me — Sincerely Yours, Facebook!
Even if certain set of users won’t agree to this statement but considering Facebook & Instagram are still dominating the charts of most downloaded and most used apps, it would be better to accept that Facebook is one of those beasts which marketers can’t ignore if they’re going for a paid digital campaign especially for a consumer product category.
I know there are enough pro and anti Facebook advertising arguments all over the internet but this post is not about whether to go for Facebook advertising or not, it’s more about when you are doing it, do it right. No point in spending money without fixing the basics first.
It’s 2017 & why I am still talking of basics of Facebook advertising? I mean, even a school kid knows how to advertise on Facebook? What’s the big deal about it when it’s just so simple and easy to set up a Facebook campaign? Well, that’s the exact problem — it’s just so easy! And almost everyone is setting it up without much effort or thought put behind understanding the platform or learning the best practices.
And when something is very easy, it’s also easier to mess it up. Isn’t it?
In last 15 days I have met four startups who are spending big money on Facebook advertising and three of them have digital agencies managing their accounts. While we discuss CPA and efficacy of the medium, there is this general sigh that CPA is not coming down and the effectiveness of their campaign is decreasing with time. I got a chance to analyze their campaigns and surprisingly, I found the problems common across — ignoring the basics and one-size-fit-all campaigns.
And all it takes is 3 simple steps to fix the same.
So startup A, with whom I was interacting recently, is a food company with a potential target audience that could range in between any age group, i.e., teenagers to even 50+year old ones. Their agency was running a digital campaign for age bracket 18–45 years with same messaging and same creatives. Their logic — after all it’s a food category and anyone could potentially be a customer for this category. True, absolutely true. But what happened to the basics of marketing known as segmentation and customizing the campaigns according to each segment? The more granular we go with customization, the more effective the outputs are in digital medium. For e.g., in this case it took us a day’s exercise to go through each product variant and try to figure out the star appeal of each variant. The moment we were ready with product feature matrix, it was getting clearer to the founders that perhaps each variant needs to be targeted to a different segment, customized with a different messaging. And that’s what we did — instead of one master campaign showing different products in different units of carousel, we configured multiple campaigns with messages and visuals tailored to different audience type. Going granular and customization upto the last level was some task for sure but the results were obvious and in a week’s time the acquisition numbers were moving northward within the same budget.
Customization takes time and effort but it’s worth it. Just go for it. Go granular, go microscopic.
Are you targeting your ads to those who have liked your page as well? Of course, the logical brain tells you why do you need to especially when you have limited money? The ones who have liked your page are already getting to see your updates, so why not use the money to target new audience and acquire new customers? Start up A, B, C & D — all four had done the same. And earlier, even I used to do the same. But then after experiencing the diminishing organic reach of Facebook posts that perhaps is not even in the range of 2 to 5% these days, I had changed my targeting strategy. And I was surprised with the improvement in the conversion rate.
So, next time when you are trying to sell any new product or targeting your users for repurchase, connect with your existing base first, you’ll be surprised with your acquisition percentage and more importantly, your CPA. The rationale behind this is pretty simple — the ones who have liked your page are somewhat interested in you, the chances of them buying your product are much higher than the new ones.
When you have limited money, it’s all the more important that you prioritize it on targeting the interested ones first. Connect with your existing fan base, it works.
Startup D had spent some decent money in getting their products shot beautifully. The campaigns were doing well initially but with time, the CTR had reduced. On asking, when was the last time the images were changed, the answer was almost three months back. To add to that, all the good pictures were used in first burst itself. But then why do they need to plan for second or third bursts when the first one was doing so good? Well, simply because users get bored of seeing the same thing again and again. To add to that, this phone era has reduced our attention span to 8 seconds which is perhaps lesser than that of many living creatures. And the only method to grab attention these days is through striking visuals. Visuals attract attention and new images give a fresh perspective to your ads. Be it digital or any form of advertising, a good visual evokes emotions and enhances the consumer connect. This has been tried and tested since ages in all forms of advertising but is especially true in this digital era where we literally breathe and live our virtual life through images.
Change your ads frequently, especially the images. Even if you are advertising the same product or service, just change the visuals and see the impact on your CTR. In one of my last campaigns, it moved up by 3x.
Customize, Connect & Change — that’s it. Focus on these and your basics will be in place. And if basics are in place, we all know rest can be managed, enhanced and improved 🙂
And it just doesn’t matter if the consumer is 40 or 4 year old!
This is something that we all know and always try to achieve as a marketer but recently I experienced the power of a consistent brand in a different way altogether.
Few weeks back, I was traveling out of country along with my 4 year old and one of the days during that trip we were roaming in an area that had very limited options for food. While I was ok with anything to eat but it was the little one for whom we were not able to find any suitable option. To add to that, internet connectivity was weak and Google map wasn’t being of much use. It was already quite late for his meal time and he didn’t want to eat any of the packaged snacks that I was carrying. And suddenly he shouted — Mumma, look there is a Domino’s! I tried to look around and asked — where? He was pointing to a remote corner where we could spot a red & blue part of glow-sign. It was quite far but yes the red & blue looked familiar and we started walking in that direction. And bingo, he was right, there was a Domino’s! As we approached nearer, we realized there were other food joints as well including some good options for pizza. We tried to convince him to try out something new but the junior was adamant on having a pizza and that too from Domino’s only.
Here’s a snapshot of conversation between me and my 4 year old.
Me: Ok I understand you want to have pizza only but why not try this place (me pointing to the next outlet of Brand Y).
Him: No, I want to eat at Domino’s only as I know their pizzas are good.
Me (Trying my luck again as we wanted to explore something different): But how do you know the pizza at this other outlet is bad without even trying?
Him: Mumma, I don’t know if the other pizza is bad but I know Domino’s pizza is good. What if their cheese pizza will have mirchi (chilly) in it? Domino’s ke cheese pizza mein mirchi nahi hoti and taste humesha same hota hai (Domino’s cheese pizza doesn’t have chillies in it and always tastes the same). I’m hungry and I will have my favorite cheese pizza of Domino’s ONLY!
And yes, the mom and dad in us won over the foodie in us. We finally had pizzas at Domino’s only despite the fact that Brand Y outlet looked more appealing and had much higher rating on Tripadvisor.
Now a 4 year old’s love for pizza is something that I needn’t explain 🙂 but his love for Domino’s was something that I thought was worth observing:
He can’t read all the small letter alphabets yet, but it was him who could spot the brand from a really far off place. In fact the brand name was hardly noticeable but he could recognize the outlet just by a glimpse of that red & blue logo unit. Well,
Consistency surely makes a brand easily recognizable!
His trust in brand and its offering was rock solid! He had tried Domino’s cheese pizza at different places earlier and he knew that it tastes the same everywhere. Preferably,
Consumers trust the brand they recognize and consistency helps in building that trust!
He was sure of his choice and when it came to his favorite pizza he wasn’t willing to try anything else except Domino’s. He ensured that we bought the pizza from Domino’s only. And,
When there is a trust, there is a loyalty and chances of repeat business are quite high.
So here I was, practically experiencing the three key lessons of Brand Consistency through purchase behavior of my 4 year old who doesn’t even know how to read a brand name yet :). Consistency actually helps your brand get recognized, builds trust in the minds of your consumers and increases the chance of repeat business!
Btw, that area also had Domino’s biggest competitor in Indian market but somehow that brand was not the top of mind recall for my 4 year old, maybe because Domino’s is more of a household name in India due to its focus on home delivery model as against the fine dining or eat out experience by the competitor.
Domino’s — you definitely have a very loyal 4 year old consumer at my end!
Of late I have been interviewing people for content writer positions in my current organization. I had some content strategy in my mind and the goal as product owner was clear to me — create content for user engagement and offer content that the user is looking for. Yes, the operative word was “user”, loud and clear. But as baffling as it may sound, not even a single candidate whom I interviewed in last few weeks mentioned to me the word “user” in his/her opening pitch. It all started with writing content for search engines and ended with content quality being SEO friendly. To add to that, the kind of content that I am looking to create is sort of new initiative for my target audience, so it’s important for the candidate to have basic understanding of the category. When asked about industry experience, understanding of target audience, pat came the reply — you can let us know which words work for you and we will figure out the content that’s doing well for those words in search engines and create content for you accordingly, the written piece will have all those words with right density and frequency.
Density? Frequency? Engines? What happened to writing content for humans? Last I knew was search engines were meant for discoverability but consumption of content was still done by humans. Isn’t it? And search gods like Google have anyways changed their algorithm to focus on quality of content rather than quantity of keywords inserted in it.
Then, why this focus on promotion so much more than production?
I understand the importance of marketing the content esp. in this age of too-many-of-any type of content but being a hard core marketer I can only say one thing — you try to market whatever, be it product or service or content, if the foundation of it is not in place, then your marketing can only help you just as much and not that much.
I know there are many golden rules that exist for creating engaging content, marketing the content etc but based on all my practical experiences in product & marketing, especially in digital, here is my quick list for new age content creation process:
User first — As basic as it may sound, but this is really important — put your users first above everything. Write for target audience and not for target channels. Content to me especially when I am looking for user engagement is exactly like a product. If you put your users in the heart of your content creation process, half of your battle is won. Speaking of user first, I actually love this quote by Jamie Turner:
As a simple practice when I write or approve any piece of content for my products, I generally check it on 3 quick parameters — is it offering value to my readers, is the language easy to understand for my readers and is it engaging, inspiring or thought-provoking for my readers? Yes, “readers” it is, in all three parameters.
Quality can never be outdated — Whatever changes may happen in our content search or content consumption behavior but one thing that can never be changed is the importance of “quality” of content especially in today’s age where there is a content jungle out there. You may adapt many tricks to get discovered but once the user has landed on your page and if sufficient substance is not there in your content then she will lose interest and is bound to navigate away immediately. To add to that, average attention span of readers has further reduced by more than 30% in last 3 years. While there are many methods to get your content promoted, and content marketing seems to be one of the most fashionable jargons these days but there is no substitute to the quality of content that you produce if you want your marketing to really work for your content.
Engage with readers — Again a term that we have heard quite often but it’s one of the most ignored parameters when it comes to content. Like any product or service, user engagement in your content is a must. Connect, interact, converse and accept the feedback or criticism graciously. The more the user is engaged, the easier it is for them to act or decide.
To sum it up, if the content is unique, offers value to its readers and is interesting enough to hold reader’s attention, then there is no reason why the reader won’t share and spread the word around it. “Share”, isn’t it the reason why content has suddenly become one of the most important marketing channels in the digital world?
Digital marketing is agile. Heard it, said it and experienced it many times earlier but I think the recent #CWC15 trend on Twitter is just one of the simplest and most perfect examples to explain this agility. Twitter this time definitely upped its engagement quotient manifold with its live cricket dashboard. It was a very well crafted and well promoted initiative with prompts and alerts at most visible places. Even a non-cricket lover couldn’t miss to notice it.
Twitter riding on an event is nothing new, neither marketers trying to grab consumer’s attention on all possible screens. But what was interesting to observe was the speed at which marketers could change their communication on this medium, engaging their audience in the moments that mattered, with messages that were contextually relevant at that point of time.
Just look at some of the screenshots grabbed on Twitter last week. Many brands came out with interesting messages that were very different from their general marketing communication, though some surely appeared to be force-fit in their quest to be different or relevant to the game. But overall the noteworthy point was the number of brands advertising on Twitter this time or the number of messages that brands could promote everyday depending upon which match it was and who was winning or losing the game. Imagine coming out with so many options during traditional advertising days? Imagine the cost implication or effort required to do it then? And no, I am not at all comparing the new age vs. traditional medium like television for things like reach. No doubts, television wins hands down at least in Indian market when it comes to reach but if I have to just take the digital medium as a second screen option, then the flexibility that this medium offers to adapt and be real time is fascinating!
And to me, the one brand that stood out completely on Twitter during ICC World Cup 2015 was Cadbury 5 Star. Not only were they smart in their content, they were also nimble enough to change as required. This Ramesh-Suresh duo knew how, when and what to speak. Otherwise, remember the reactions on seeing those super upbeat ads for any team during the commercial break on television esp. when that team was losing the game.
If I have to quickly jot down the steps on how to engage with your audience real-time without going into too much theoretical details of agile marketing, then I would sum it up in just three simple steps:
Easy, isn’t it? Think again :-). How many of us listen carefully before communicating? How many of us communicate judiciously instead of reacting? How many of us react immediately without listening properly? Sometimes the simplest things are actually not so simple to handle and so is the case with digital medium. While the medium is very easy to use but not everyone knows how to use it to its full advantage. And those who have figured it out are already excelling in engaging with their audience on second, third or multiple screens.
BTW, I started my post with digital medium but when it came to referring to this year’s world cup, I only used Twitter as an example. I am myself wondering why I could notice all of it only on Twitter and not anywhere else? Is it just me who thinks that Twitter was the most preferred second screen option during this world cup? Would love to read some numbers by other sites but for now I would leave you with this latest post by Twitter that officially states on how #CWC15 played out on Twitter across the world.
Just few days back I had tweeted about my declining interest in some of my favorite blogs. Reason? Posts on those blogs now are obvious enough to make out that they are paid and not the real ones. And yesterday I got to read this report, which states that paid reviews are gaining momentum as social media marketing trend.
As per this recent report by Gartner, by 2014 between 10% and 15% of all ratings and reviews on social networking sites will be fake or paid ones as against the current percentage of 1% to 2%. Due to increased consumer reliance on social media sites, companies are now spending more in order to get attention and build positive content on these channels.
“With over half of the Internet’s population on social networks, organizations are scrambling for new ways to build bigger follower bases, generate more hits on videos, garner more positive reviews than their competitors and solicit ‘likes’ on their Facebook pages,” said Jenny Sussin, senior research analyst at Gartner. “Many marketers have turned to paying for positive reviews with cash, coupons and promotions including additional hits on YouTube videos in order to pique site visitors’ interests in the hope of increasing sales, customer loyalty and customer advocacy through social media ‘word of mouth’ campaigns.”
The report also predicts that with the percentage of false social networking reviews increasing, chances of backlash will be more both in terms of media attention and Federal Trade Commission lawsuits. You can read the summary of the report here.
Fake reviews and paid likes? Considering the consumer presence and engagement with social sites it had to happen but my question is why? If you ask me, I still have not come across even a single such sensibly executed paid campaign that I can accept or appreciate either as a consumer or as a marketer. “Like us on Facebook and win prizes”, “Follow us on Twitter and get discount” – digital medium is flooded with such offers and promotions these days.
Offers and promotions to attract relevant audience are still understandable as once they are associated with your brand you can try to engage them in interesting ways but buying out random followers and likes just to project a huge fan following? OK, you bought likes, have a huge fan following on Facebook and large follower base on Twitter, then what? Are they reading your communication? Are they engaged with your brand? Are they interacting with you on these channels? In most of these cases, answer is no. Then what business objective is getting served with these randomly bought followers? Even for paid content, positive posts written with a balanced approach may help to boost your image to some extent but then if it is not backed up with product / service fulfillment then what? Your same post gets backfired with numerous negative comments and ratings. And this I’m speaking of “smart” paid content, let’s not even discuss the ones written in a way that self advertise those posts being fakes and not real ones loud and clear.
These gimmicks (or shall I call them modern day internet scam) may help you achieve your short-term goals but in the long run? Well, I have no idea! Not only these can lead to loss of brand credibility but can backfire as well in an uncontrolled negative way. To add to that, it would also impact the core essence of social media being i.e., engagement and interaction! So, what do you think of these campaigns? Do you think social media will also meet the same fate as email or sms marketing? Can you make out the difference between real and paid content? Have you liked any page for any incentive and if yes, did you unlike the page once you were incentivized? Would love to hear your views on these.
Until few months back, Amazon used to sell 48 Kindle copies for every 100 physical copies of books that it offered in both formats. But the figures definitely seem to have taken a dramatic change now.
Amazon.com, one of the US’ largest booksellers, announced on Monday that for the past three months, sales of books for its e-reader, the Kindle, has outnumbered sales of hardcover books (via).
Now Amazon is selling 143 Kindle books for every 100 hardcover books, including hardcovers for which there is no Kindle edition. The figures do not include free Kindle books.
As far as overall digital book sale is concerned, even there is an upsurge. In past four weeks, sales rose to 180 digital books for every 100 hardcover copies. Amazon has 630,000 Kindle books, a small fraction of the millions of books sold on the site.
The growth rate of Kindle sales tripled after Amazon lowered the price of the device in late June to $189 from $259 and as per the Association of American Publishers, e-book sales have quadrupled this year through May.
Amazon had earlier also predicted to sell more of e-books as compared to physical books and the recent statistics undeniably cast a notable change in favor of their estimation. There is definitely need for this product in certain consumer segments, moreover e-books are eco friendly and easier to store as compared to the physical ones. So, does this mean physical books are on their slow path to extinction now? What about avid readers like me who still prefer to read the physical books? Will the affordability, accessibility and convenience factor to store books affect my consumption behavior? Though Kindle as such has not been doing that great in India but considering the book market in India (India is the world’s third largest English language book market and has been growing at about 10% per annum for several years) and availability of more affordable products like Infibeam’s Pi, will the global trend of e-book outselling physical books apply to Indian market too? Would be interesting to observe some statistics from Indian e-book sellers to come out with a better comparison between international vs. domestic market but as of now from all the global trends, e-books definitely seem to be picking faster than estimated and that too in a short span of time.
Blogging Journey Since Last 17 Years
Dreamer, Doer, Mother, Marketer - that’s how Kanupriya likes to describe herself and the order of these roles keeps on changing for her every hour of the day :-). Entrepreneurial in nature with strong product leadership skills, she has established brands and built products that have been industry differentiators in the Indian market. Digital media is her great passion and she is an active contributor to some of the country’s leading technology and marketing publications.
Kanupriya currently lives in Bangalore with her husband and son. When not working, she loves to spend her time with books, oven or paint-brush.