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blogrizwan10 · 3 years

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It’s that time of the year – lights and rangolis, feast and family, gifts and celebrations. The time we Indians consider our homecoming. And while the pandemic may have dimmed the lights a little this Diwali, the research studies are showing a positive consumer sentiment during the festivities.

According to the insights and brand analytics company TRA Research, 65 per cent Indian consumers reflect a ‘Positive Buying Sentiment’ for Diwali 2020. The research also highlighted that home furniture, television, and jewellery to be the consumers’ top priority.

And those sentiments are rightly captured and addressed in the Diwali advertisements and the marketing campaigns of some of the leading brands. From FMCG to e-commerce, jewellery to automobiles, here is our pick of the best Diwali campaigns of 2020.

Cadbury: This is not just a Cadbury ad

The Cadbury campaign took the internet by surprise with its hyper-personalised media plan. The innovative idea and commendable execution with the integration of technology at every stage from conceptualization to the personalised media planning, has set a precedent for other brands as well. The concept of including local brands as part of the mainstream campaign is both smart and noble. It will most certainly inspire many more brands to adopt advanced technology and hyper personalisation as part of their campaigns.

HP: Ye Diwali Dil Wali

Speaking of supporting local sellers, HP yet again melts our hearts this year with a tear-jerking emotional ad. The ad strings together emotion and festivity while bringing to light the plight of local vendors with subtlety.

This ad is a follow-up to their 2-year old campaign which was aligned with their message of going local. The ad just like the old one, is led by a kid who makes it his mission to spread the spirit of happiness and festivity with his creativity and an HP printer.

Oppo: Be the light to spread the light

The leading smartphone brand, Oppo brought forth a delighting with its ‘Be the light’ campaign. Though the ad runs for over 3.5 minutes, it strikes all the right chords without pushing the product a lot.

Volkswagen: Delivering happiness

Volkswagen released the Diwali ad on the eve of Dhanteras. Capturing the essence of festivities and a sense of homesickness, the ad smartly goes on to portray the excitement and joy of the first car.

Since launch, their campaign ‘Delivering happiness’ was shared multiple times across social media within a few minutes of launch, bringing all the traction.

RHB Group: Light in a time of darkness

Based on the true story of a magician, Vikneswaran Allagu aka Vikey, who lost his job and audience during the pandemic and has to become a durian seller.

The ad shows the failure of Vikey’s initial efforts in selling the item conventionally. However, his fortune takes a turn for the better after he decides to add elements of his magic performance into his durian’s sales pitch, thus building Vikey’s Magic Durian shop and adding happiness to the faces of his family.

Among other notable mention for this year’s Diwali campaign is Coca Cola’s ‘Har Rishta Raushan’. Driving the message of ‘home away from home’, the ad starring Ranbir Kapoor and Paresh Raval has garnered nearly 5 million views on YouTube. Also, Life’s Wonderful Moments from Myntra beautifully drives across its brand inclusivity with its Diwali 2020 campaign.

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blogrizwan10 · 3 years

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Data protection law can be described as the biggest data protection law in a generation giving ordinary people unprecedented control over data which companies holding about us.

Today nearly every part of your life is digitized & it can be tracked & logged. Every Picture, Every Comment, Every purchase Everything!!

More & more of your personal information can be collected, stored & treaded by the companies in the open markets. The Data protection law protects the interest of Digital user & the covers his Personally identifiable information (PII) like Name, Contact details, Computer location etc.

With data protection law organizations have to prove that they have law full reason for holding such kind of personal data & even more importantly they are keeping it safe.

General Data and Privacy Regulation (GDPR )

GDPR which stands for General Data and Privacy Regulation, came into effect in May 2018. Before we go further you must be thinking what is GDPR? It’s legislation that gives people more control over the data they share to various companies who use these data for targeted advertising, personalized SMS and emailer, CRM, etc. Therefore, companies must inform people about the type of info/data that are being collected, how they will use it, and allow people with a choice whether to agree to the terms and share their data or not.

As a company you can’t control where visitors to your website/ mobile applications are visiting from, and if a visitor is from Europe, you need to comply. You must be quite open about the data management practices. Who has the access of the data, how long you’re storing it, what you intend to do with it, and how you’re safeguarding it from any violations? You also need to protect people’s identities and give them an easy way to download their data or they can request you to destroy it. As a result of GDPR, you might have received emails from few companies on updating their privacy policies. Currently if your company don’t have a privacy policy, you should develop one at the earliest.

The penalties for not complying with GDPR are huge and it ranges from 10 to 20 million euros or two to 4% of a company’s worldwide revenue from the past year. Please note that it doesn’t include the cost of litigation. Will GDPR go away? Not certainly as California just passed a new online privacy bill that takes effect in 2020, and other countries could do the same as people realize the value of the data they share, and they want more information and control over how it’s used.

Therefore, the most important thing is transparency. Hence, putting the users first and communicating policies and safeguarding user data are key factors. One can read more about GDPR by visiting the official website. It’s also a good idea to consult an attorney to make sure that you are in the right path when it comes to data privacy and management practices. Otherwise, you can face stiff penalties and moreover a loss in business reputation and customer trust.

What “California Consumer Privacy Act” means for brands

In 2018, the GDPR changed the way brands dealt with consumer data and privacy. Now, brands working in the US are bracing for another legislative change, the California Consumer Privacy Act, or CCPA, which will come into effect in 2020.

The CCPA is a first major privacy law in the US. It puts consumers first when it comes to managing their personal data. If your company conducts business with residents in California, you have to offer your website visitors or mobile application users an easy way to opt out of data collection, and this will have a direct impact on your digital marketing in terms of targeting the audience and remarketing.

Your brand must comply with the CCPA if you meet any of the following three criteria.

Your gross revenue is greater than $25 million a year.

You collect, sell, or share personal information on 50,000 or more individuals.

Your company makes 50% or more of its revenue by selling people’s personal information.

Like GDPR, the CCPA will give consumers control over the privacy of their personal info/data and how it will be being used. As a company, you are supposed to inform people that you are collecting their data, what you will do with it, how long will you keep and safeguard them, and whether you are sharing or selling it to any outsider or third party vendor or organizations. People have a right to ask you to stop providing their information to third-parties like ad tech suppliers. And you need to offer consumers an easy way to delete their data or a button that lets them easily opt out of data collection entirely. How will this affect your digital marketing campaigns?

The Interactive Advertising Bureau developed a framework to help its members follow CCPA regulations. The framework consists of two parts.

A contract that ensures ad tech partners adhere to the law’s restrictions,

Technical specs that enable brands to put in place mechanisms to comply.

What will be the penalties for non-compliance? Well, we will have to wait for the coming months. Meanwhile, your company should look how the legislation might affect your business and talk to your attorney to ensure that you are already in the right track and prepared to comply with the data privacy legislation and personal data protection law and by no means you are breaching them. This will help your business to maintain a great reputation and win over customers by building a solid relationship with utmost transparency and trust.

#digitalmarketingblogs

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blogrizwan10 · 3 years

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In today’s rapidly changing competitive world, concentrating on targeted marketing is given. But how can you step up and leave a mark in the industry by driving relevant customers to your products? Forbes published a research on consumer insights where it was observed that 74% end users gets frustrated if the brand is distributing content which is not connected to them.[i]

[i] https://www.demandjump.com/blog/why-is-consumer-insight-important

What is customer insight?

As every aspect of our lives is evolving including our preferences, behaviour changing drastically and constantly. It has become important more than ever to understand what your audience seeks in order to make your product a success and largely to sustain in the market.

If your messaging is data-driven & defined you attract the ideal lead into the business. This will turn your customers into prospects and help you nurture the marketing funnel.

Importance of details insight

With diversified consumer behaviour and the number of factors influencing the purchase decision, marketers should focus on the data leading to multiple insights to serve and target each niche of audience. Considering the humongous data and research available in the marketplace how you can leverage get the consumer to not only to purchase once from you but making sure that the customer keeps placing orders with you. This is not easy to conquer even with a pool of data. Anyhow that’s what the challenges is, how you interpret data to stay a step ahead of the competition.[ii]

[ii] https://michoncreative.co.uk/news/why-consumer-insights-are-so-important-in-marketing/

Where to gather these insights from?

There are multiple companies where industry analysis is available and be utilised to understand the market and its opportunity pace. However, that comes from qualitative and qualitative research.

Why these insights? It is imperative to do thorough research but more important to have acute data.

You get validated data and invariably different than the assumptions we individuals collect through the general behaviour.

Building person’s (generalized representation of your ideal customer), that’s the way to crack each content you are serving to you end user. In this process, you dig into their psychographic, understand their challenges towards your business and it’s easier to map the user journey eventually with the goal of converting each lead into customer.[iii]

[iii] https://powerdigitalmarketing.com/blog/what-are-customer-insights-in-marketing-2/#gref

Here’s what you achieve by incorporating the consumer insights into your marketing strategy:

1. Personalized experience and more tailored communication: Every person loves a personal touch and tends to get attached to it, for brand’s it’s cultivating brand loyalty. Further, it expands as your consumers become brand ambassadors. Also, personalized experience on a larger scale, attracts eyeballs in the market and the non-segment customer base.

Checkout our latest blog on how to Make your Email Marketing more effective with personalization

2. Targeted & Informed marketing strategy: Rather than talking to the whole ocean of the audience in the market, you know which target segment fits in your consumer base and helps to plan the budget more accurately.

3. Better results: Since all your ads are personalised, your ads engagement increases as it’s resonating with your end consumer. Simultaneously, you have better control over the budget optimization. Eventually leading to quality conversions and ROI.

4. Efficient in working process: Once you understand what platforms performs well for your business, where your audience is interacting in quantum and the marketing techniques. Boiling down to where you drive the maximum sales. In this process, your overall marketing budget allocation for each activity gets streamlined.

5. Marketing Activities: Right insights not only will shape your digital strategy but also enhance your product through this. Organizations employees are aware what their consumer needs and that can guide and align themselves in the right direction.

Also, enlightens the cross-selling opportunities.

Final Thoughts:

Tapping into consumer insights can reap benefits for long and short term. It lays solid foundation and boons at every level of the marketing efforts. Customer Insights are inevitable and an essential part of the marketing exercise. Personalized Marketing can provide exponential growth to your business if harnessed in a right way with right insights.

#digitalmarketingblogs

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blogrizwan10 · 3 years

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The Coronavirus pandemic brought out the worst in the world with massive layoffs and a landslide of a recession. However it did evoke a sense of unity in adversity globally among the human race. And this was also true about some of the major brands.

Coca-Cola, KFC, McDonald’s, Audi, Volkswagen and several other brands created visibility and awareness about the pandemic by tweaking their logos and/or taglines to spread the message of the necessity of social distancing. The leading FMCG companies Unilever and P&G pledged their support during the pandemic by facilitating the production and movement of essential hygiene goods across different markets globally. Even Google and Facebook jumped to the goodwill bandwagon and rendered their support to small businesses by providing free ad slots.

And during these dark times, some of the best marketing campaigns emerged that left a lasting impact on not just on our minds, but also our hearts. Here are some of the best digital marketing campaigns that sparks light during this dark pandemic:

You can’t stop us by Nike

Standing strong for sports community, Nike developed a mesmerising video from over 4,000 pieces of footage from across sports. The ad is narrated in the voice of American soccer player, Megan Rapinoe and produced by Wieden & Kennedy Portland. The campaign celebrates the sports community and inspires a spirit of hope and unity. Besides, it also acknowledges the ‘black lives matter’ movement and supports gender inclusivity and diversity.

To the human race by Coca Cola

Coca Cola highlighted and paid tribute to the local heroes and healthcare workers while spreading the message of kindness and optimism in its global campaign, ‘To the human race’. This digital campaign was conceptualised by Dentsu Group, Malaysia. In its India leg of the campaign, Coca Cola India rekindled their iconic song ‘Umeedon waali dhoop’ sung by children to re-iterate hope and positivity.

Stay Home of the Whopper by Burger King

Burger King came up with this campaign, ‘Staying Home of the Whopper’ to encourage everyone to stay home to curb the spread of the virus. Inspiring a sense of American patriotism, Burger King offered free home delivery for all orders above $10 made through the mobile app. Besides, Burger King joined with The American Nurses Foundation as part of this campaign, and pledged to give away 2,50,000 Whopper sandwiches to nurses for free.

The ad alludes to wartime clarion call and evokes the idea of saving lives by staying home. The campaign equates the pride of staying home with the honour and privilege of saving the country.

Courage is beautiful by Dove

Developed by Ogilvy’s team from London & Toronto, Dove in its powerful ad paid tribute to the heroic acts of healthcare workers who are fighting the pandemic from the front-lines. The ad showcases the faces of real doctors, which the agency from Instagram and others digital sources after seeking necessary permissions from the individual doctors. The ad was rolled out globally and was quick to capture the love and affection of billions around the world.

The pandemic led to numerous creative marketing and advertising ideas and campaigns. Among other notable campaigns is YouTube’s #StayHome #WithMe movement which included celebrities and popular YouTubers to encourage staying and learning new things at home. On a similar note is Apple’s Creativity goes on campaign which expresses how creative people can use this time for producing art using iPads and MacBooks.

#digitalmarketingblogs

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blogrizwan10 · 3 years

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WhatsApp being the top chat-app used worldwide with about 2 billion user base, has created opportunities for hassle-free international transactions with over 160 supported banks. Without a doubt, this chat-based app expanding its network exponentially. All these perks with the assurance of the security and confidentially that WhatsApp has been offering so far.[i]

Since transacting is easy anywhere around the world, for many sectors, like Finance and E-commerce, It will be a dominant platform to keep the competition shoulder to shoulder.

More importantly, we can expect rural audiences to interact and make transactions. Brands will be tap into this segment of the audience more conveniently.

Let’s quickly glance over the money transfer steps to understand the convenience:

Select the payment icon in any contact

It will take you to set up a UPI

Once the UPI is linked, you can send the money to the desired person

Select the amount you would like to send

Enter your UPI PIN.

And you are all set!

Let’s peek at overall strategies a digital marketer can be ready for:

A lot of businesses where initial partial/token amounts are obligatory to be collected. WhatsApp UPI will be the first preference for all the marketers.

Thus, having a WhatsApp integration on each lead generation campaign irrespective of the industry is going to be mandatory.

Subsequently, it could be replacing the payment gateway in the coming days if worked out in order.

Although, it’s not only a competition for online transferring payment gateway. It will also replace the automated SMS system. Your mobile bills, electricity bill reminder can directly approach you on your most used chat-app and you will be paying right there while having a conversation with your friend rather than taking a ride on a new app. We should not be surprised to see new tools of WhatsApp analytics launching soon.

Undoubtedly, all the brands would want to focus more on What’s App Marketing.

In the future, WhatsApp could also allow brands to feature in stories for 24 hours and promote them efficiently.

Apart from this, we should expect more ad inventories on this App. Gradually, getting introduced in the market.

(this part was there in google questions, I have just expanded it)

In summary, What’s App UPI is going to turn the picture around for brands and it’s end audience.

Open ample doors of scalability and aid the finance flexibility. Wherein all audience segments will be benefiting unlike targeting a specific category.

#digitalmarketingblogs

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blogrizwan10 · 3 years

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blogrizwan10 · 3 years

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blogrizwan10 · 3 years

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blogrizwan10 · 3 years