Author: Palak FYA

Case Study

State of the Industry post Covid – 19 Automobile

What’s covered in this Deep Dive Current StatusChallenges & OpportunitiesFuture Trends  We have tried to take a holistic view of the industry’s approach to digital marketing & based our analysis on that. COVID-19 Turmoil The COVID-19 pandemic has disrupted our lives in ways we had never imagined. Our everyday interaction with the outside world, with public spaces, the retail environment, and even with one another, has come under intense scrutiny.The amount of losses incurred due to this lockdown has been immense. Coronavirus – Timing There has been a systematic downfall in the overall economy of India as a whole in FY 2019-20.Just when the Indian market and the automotive industry were looking to uplift themselves came the novel coronavirus.While the GDP growth forecasts were north of 5.5%, COVID-19 may result in a negative impact of 1-2% on the expected growth rates.  Economic Slowdown Due to this pandemic people’s livelihoods are at stake.There have been job losses, salary cuts, business slowdown due to which the overall disposable income has gone way down. While the GDP growth forecasts were upwards of 5.5%, COVID-19 may result in a negative impact of at least 1-2% on the expected growth rates.  Methodic Change Immediate and prompt action will be required by the industry as a whole to battle this situation.Constant monitoring of staff well being at manufacturing plants and other facilities.Business leaders will require a proper plan and strategy for the future and maintain key aspects like insurance, liabilities, supply chain etc.  State of Marketing Challenges Disposable IncomeCovid scareOverall Hygiene Opportunities Moving OnlineStrict SanitizationVirtual Options Ford: Offers credit support to customers impacted by COVID-19 Toyota & Hyundai: Offers buyer protection to car buyers who may lose jobs/ cannot pay in the next 6 months Contactless BMW Experience BMW has done a great job by making the purchase process of cars completely online. Click below to know more.
Future Trends Sanitization The overall sanitization practice across the supply chain will prove to be of key importance. Online Purchase Just like BMW an online purchase process by giving a virtual tour of the car can help buyer decisions. Pre owned Vehicles Extra sanitization will be required for pre owned vehicles with added protection and home visits for interested parties.  Additional Benefits Any additional benefits like complementary servicing, discounts, waivers will be a benefit and in turn lead to a better chance at sales. Customer Service Going the extra mile for customer service will be key by providing perks, referrals, after sales service in order to seal the deal.  Used Car Dealers Offering unique, safe and hygienic solutions will be the need of the hour for used car dealers to even consider getting a sale in these tough times. 
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Case Study

State of the Industry post Covid – 19 Education

What’s covered in this Deep Dive Current StatusChallenges & OpportunitiesFuture Trends  We have tried to take a holistic view of the industry’s approach to digital marketing & based our analysis on that. COVID-19 Turmoil The COVID-19 pandemic has disrupted our lives in ways we had never imagined. Our everyday interaction with the outside world, with public spaces, the retail environment, and even with one another, has come under intense scrutiny.The amount of losses incurred due to this lockdown has been immense. Major Scare As the Covid-19 is far more dangerous for children and the aged, opening up of educational institutes which has both the above age groups is simply not safe. Finding alternatives and keeping everyone in the education sector safe is of key importance.  Thought Process The pandemic brings an opportunity for investors and the educational institutes to invest in educational development for easy learning and staying connected. Always been wanting to create a safe environment for the students as well as teachers while concentrating on their upliftment and education? The time is Now. Methodic Change The pandemic has transformed the centuries-old, chalk–talk teaching model to one driven by technology. This disruption in the delivery of education is pushing decision makers to understand and come up with alternatives to make sure the education of students is not affected.A varied strategy is required to manage a crisis such as this that has never been seen before. Growth in E-Learning E-Learning Market size crossed USD 200 billion in 2019 and is anticipated to grow at over 8% CAGR between 2020 and 2026. With the introduction of several new technologies and overall increase of internet usage across the world will indeed boost the overall market.According to the World Economic Forum, around 1.2 billion children are out of classrooms with schools shut down globally due to COVID-19 pandemic. To combat this situation, large-scale national efforts to leverage technology to the market players in support of distance education, remote, and online learning during the COVID-19 pandemic are emerging and evolving rapidly. Growth in E-Learning Interestingly, eLearning helps provide multiple options for working professionals as well as students during these critical times. The options offer a wide range of learning facilities that students can access regardless of their status and location—this did not prevail a few years ago. As per a statistical report submitted by KPMG, private universities offering different undergraduate and postgraduate eLearning courses are on a rise. State of Marketing Challenges Classroom gatheringsCovid scareTechnological overhaul Opportunities Creating an ecosystemVideo lecturesMove online The Ecosystem During the COVID-19 era and also till the time the uncertainty is looming, there will be a major change in the overall educational ecosystem. Most educational institutes will prefer ways to stay as safe and hygienic as possible with minimal to no touching of public places and maintain social distancing. Some countries have put up measures to start schools with social distancing and barricades, however, digital learning has proven to be the most effective solution as of today.  Overview Robust Development The completely online software has been developed keeping in mind the front end as well as backend for both admin and students. User Friendly Admin can easily add, edit delete information on their website due to a user friendly backend.  Cost Effective Since this is a unique solution specifically built for the online learning sector it is a cost effective solution. Complete Solution It is a complete solution where complete information can be shared along with the courses for students to learn online.  Content Management System With the help of the CMS one can manage the courses displayed on the website with ease without needing a developer. One time Cost The solution is being offered with a one time cost instead of monthly recurring fees for a hassle free experience.  Key Features Browse CoursesFilter CoursesBrowse Course PagesCourse lesson playerDedicated Instructor dashboardCourse ManagerCategory managerComplete course dashboardStudent ListInstructor ManagerPricing of coursesZoom Integration
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Case Study

State of the Industry post Covid – 19 Hospitality

What’s covered in this Deep Dive Current StatusChallenges & OpportunitiesFuture Trends  We have tried to take a holistic view of the industry’s approach to digital marketing & based our analysis on that. COVID-19 Turmoil The COVID-19 pandemic has disrupted our lives in ways we had never imagined. Our everyday interaction with the outside world, with public spaces, the retail environment, and even with one another, has come under intense scrutiny.The F&B industry contributes to approximately 3% of the total GDP and is one of the largest employers in this country. The amount of losses incurred due to this lockdown has been immense. Diner Preferences Survey In-Restaurant Survey According to the same survey it has been noted that 96.2% people reserve a table before reaching the restaurant.The remaining 3.8% prefer to reach the restaurant and wait in queue. The people who have reserved in advance prefer to be seated as soon as they reach the restaurant. Ordering Behaviour It is also been noted in the survey that 80.8% users would like to use digital means or a QR code to place an order without touching public places like a paper menu or restaurant tablets.Users have preferred to like as much a seamless method of no touch as possible when it comes to the whole restaurant experience all the way from seating to ordering to making a payment.  Systematic Behaviour Change Once the COVID-19 era ends a systematic change will be seen in the overall behaviour of customers when coming to a restaurant.Most customers will prefer ways to stay as safe and hygienic as possible with minimal touching of public places and maintain social distancing from other people / tables.A constant checking of temperature of new diners as well as staff too will need to take place as a necessary precaution. State of Marketing Challenges Covid ScareNegligible Media Spends   Brand Outreach Opportunities Creating an ecosystemCustomer ConversationsContactless Measures The Ecosystem Once the COVID-19 era ends a systematic change will be seen in the overall behaviour of customers when coming to a restaurant.Most customers will prefer ways to stay as safe and hygienic as possible with minimal touching of public places and maintain social distancing from other people / tables.A constant checking of temperature of new diners as well as staff too will need to take place as a necessary precaution. Key Measures Staff Management Staff need to masked and gloved at all times maintaining safe hygiene for all along with regular temperature checks. Safety Unwell staff should be rested proactively along with maintaining highest hygiene for all at the restaurant. Kitchen Operations All surfaces need to be sanitized regularly. One should be as safe and clean as possible at all times with the best possible use of social distancing.  Inventory Management Understanding the flow of inventory is extremely important and a separate sanitization area should be created for all raw materials with a thorough check. Dining Area A safe and modified seating plan can be introduced to follow social distancing rules along with sanitizers at most places possible. Deliveries Checking temperatures of all delivery personnel along with having safe and temperature controlled delivery bags for optimal hygiene and safety.  The Ecosystem Discovery & Preorder Users can go on the app and discover restaurants near them and place orders via the app when they are about to reach the restaurant. Contactless Valet Once they reach the restaurant valet parking should be done in a clean and systematic manner adhering to social distancing rules. Contactless Check-in Once at the reception the onboarding of the patrons at the restaurant directly on to their table by checking their reservations and seating. Contactless Menu Complete ordering should be contactless with the help of the mobile and QR codes along with the ideal option of preordering. Contactless Dining Each item should be sanitized and there should be no need to touch menus or bills along with seamless access to sanitizers. Contactless Payments Contactless payments are a must where users can simply make payments without interacting with anyone seamlessly via the app. 
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Case Study

Diamond Insights Case Study

About Diamond Insights  Two diamond jewellery enthusiasts, Vishal and Raj Shah, one strong mission: make fine jewellery & natural diamonds of the highest standards accessible to all at their leanest price.  For over a decade, Vishal Shah has been popular for sourcing the best-in-class diamonds in India and Internationally.  He decided to bring a change by founding Diamond Insights; where he planned to educate his clientele all about diamonds while offering an exquisite collection of fine jewellery. Brief In order to address the market gap the founders wished to create a fully functional ecommerce website along with providing try at home as well as customized solitaire experience to its consumers. Amidst the pandemic in 2020 the founders innovated to set-up a full e-commerce website to give back diamond lovers across the globe access to luxury jewellery at never before prices unlike any other. Layout & Colour Color can help increase brand recognition and help prompt visitors on your website to take action. A good layout keeps helps users on because it makes important information easily accessible and intuitive to find. Responsive Design With responsive web design, all content and pages are flexible across all screen resolutions and devices It can improve user experience which will translate into a positive perception of your brand and business. If your customer can access your website easily on all platforms, they’re more likely to return to you for more business in the future and it more than likely means a higher conversion rate for your website  Enquire Module The concept of the customized diamonds page is to showcase the wide variety of diamonds and solitaires. Customers can then enquire for a bespoke experience with a ring of their choice specific with the stone, size and type at the best prices. Whatsapp API WhatsApp messaging can take your business communications to a whole new level of engagement: private, real-time B2C conversations. Users can tap on the target button on the Website and access the WhatsApp Business contact with ease.  CTA Button Calls to action help boost conversions by telling visitors what to do next. It doesn’t matter how professional your website looks or how easy it is to navigate, visitors will never take the next step if they don’t know how. Whether it’s telling them to call your office or order through your online store, a call to action button makes it easy for potential customers to take the plunge. Design Aesthetics Consumers look towards your site to learn more about your business and how you can serve their needs. If you have a custom website design of your site which was put together with those customer needs in mind it can lead to great conversions and leads. Here’s a customized page created by us for Diamond Insights
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Rising & Beyond Case Study

About Rising & Beyond Rising & Beyond is an extension of service which is focused on M.I.C.E, Weddings & Social Events internationally.It initiates the process from inception to execution, to deliver a customised programme suited to one’s specific aims and objectives. It strives to ensure flawless delivery of services with a view to create an amazing experience for its clientele. Pros & Cons The Challenges It was a challenge to separate that Rising & Beyond is an International event company and not a tourism company.Keeping the designs clean and simple but still making it look amazing.  The Advantages Since the parent company Rising Events was 10 years old, a sense of trust is established.The fact that they had already done few international weddings & they had a strong partnership across Hotels internationally. Logo Creation  A Logo is a company’s unique visual identifier and it needs to be memorable, versatile and timeless Final Logo Stationery Website Creation  A great website is much more than beautiful elements and animations. A website can have stunning imagery but meeting the business need and being guided by your specifications only happens when you personalize your design at a conceptual level with a mockup, a wire frame, and a project management process to fill each and everyone of your needs. Rising And Beyond Website https://www.risingandbeyond.com/ Custom Feature  The impression you make on the users can either get them to remain on your page and learn about your business or leave your page and turn to a competitor. A good web design helps you keep your leads on your page.As the focus of Rising And Beyond was totally on the international pictures we made a customized design keeping in mind the photos as the priority. Brochure Creation  Being a form of direct communication to your customers through a well planned brochure! Social Media   Being consistent in your post frequency is really important in order to grow a social media audience. We make sure it is maintained by storytelling in the form of artwork. Instagram Posts https://www.instagram.com/risingandbeyond/? Lead Generation Funnel Flow Promoted Posts The Results Leads delivered  120+ Duration   3 months Website Sessions  4,500+ Average Session Duration  1 minute 10 seconds + New Users   1,500+
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Adwords vs SEO - What is right for you?
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Adwords vs SEO – What is right for you?

Adwords Adwords is also known as PPC i.e. Pay Per Click. Adwords is a product of Google mainly to advertise via its search engine Google. In case someone is looking primarily for a promotional activity looking to drive traffic to their website, create a buzz around a launch and is looking for quick results, Adwords is the way to go. One can tweak their ads as per their requirement to reach a perfectly targeted audience as per their needs for whom the ads may be relevant. A PPC ad solution like Google Ads doesn’t have the same results as SEO, and won’t improve your organic search rankings. Adwords can also be a great way to find the most relevant and appropriate keywords for SEO. But, because of its flexibility, Google Ads can help businesses of every size grab attention from people online in the moments that matter – that is, the exact moment they’re searching for a business like yours. SEO Search Engine Optimization or SEO in the simplest of terms means to get a select set of keywords for a respective website and bring the search results of those keywords on page one. In order to achieve that, one needs to make sure that the website is search engine friendly. Using the tools via Adwords and adding the keywords suggested these keywords can also be added to our overall SEO activity. A search engine friendly website can be ‘read’ easily by search engines and used with ease by users. The website needs to have an SSL certificate and it needs to be mobile responsive as well. Content marketing will help one create the right content, SEO will help one optimize content for search engines and get more organic traffic and social media will promote one’s SEO optimized content to a wider audience. Conclusion All in all to sum it up it is important to note that SEO is a long term activity and one needs to be patient while initiating the same. In case one is looking for short term results only for visibility and a quick duration an SEM activity will be more beneficial. Adwords and SEO are not competitors but they are two powerful tools available at one’s disposal. One can use Adwords when one wants traffic fast but one needs SEO for the long term and sustainable online success.
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Key Metrics to track on Google Analytics
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Key Metrics to track on Google Analytics

Google Analytics is the premier and most important tool to do a detailed analysis of one’s website. To gain detailed insights into the visitors of one’s website, how much time a user is spending on a certain page, the flow and overall behavior when one is on the website is key. As a business owner one needs to constantly monitor this data and understand in detail the key metrics behind using Google Analytics. Key Metrics: 1. Users Users simply tell you about the number of users visiting your website on a daily, monthly, yearly basis. It also differentiates between new and returning users. This helps one determine overall website traffic and the number of people visiting our website regularly. 2. Bounce Rate It represents the percentage of visitors who enter the site and then leave (“bounce”) rather than continuing to view other pages within the same site. The lower the bounce rate the better is your website. The higher the bounce rate the more is the need to revise the overall flow of the website. 3. Time Spent Time spent simply means the overall time spent in minutes on particular pages on the website. Bounce rate and time spent are the two most crucial to understand the quality of the traffic. 4. Acquisition Acquisition simply helps one understand exactly where the users are coming from our website. These may be organic search via Google, social media platforms, other referral links placed across the internet, mailers, etc. 5. User Flow This helps to understand how well the overall marketing is working & how users behave on the website. It also helps understand bottlenecks in the user journey & what pages they exit from. 6. Conversions  These need to be set up manually but are crucial to understanding value driven by users & it can be separate to monitor not only sales but also leads. Other Tricks: 1. Always use a UTM Urchin Tracking Module parameters are five variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media. 2. Ensure to set up conversions for new Landing Pages Conversions simply help understand whether the marketing efforts are followed as per the original intention. Hence, it is crucial to set up new conversion methods when a new landing page is created for one’s marketing efforts. 3. Set up a custom Dashboard Custom dashboards as the name suggests helps one only look at things one wants to focus on by only adding fields and key metrics that are extremely relevant.
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Why Brands should create Digital IPs on TikTok?
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Why Brands should create Digital IPs on TikTok?

India is the biggest market for TikTok in terms of the number of users after China. It has gained about 200 million users in India and is providing immense competition to the social media giants like Facebook & Instagram.   As of today, TikTok has 170 million monthly active users. The top 10 cities include – Mumbai, Delhi, Bengaluru, Pune, Hyderabad, Chennai, Ahmedabad, Jaipur, Kolkata, and Indore. It is simply a no brainer that brands today need to leverage the unmatched reach TikTok provides to create a brand presence online. The organic reach TikTok provides as of today is like no other social media platform. Brands who look to be trendsetters and a market leader need to leverage this unmatched opportunity today! A great way brands can use TikTok today is to educate its customers on industry trends, a problem they are solving and how they are solving it. Brands selling products can do the same by educating its customers on current problems people face and how they are solving it with their products.  Using micro-influencers similar to the ideology of the brand for some of their videos and revolving a campaign around the product/service and the micro influencer can be another great way for the brand to reach a wide audience. Doing a small paid campaign on TikTok is another great way to reach a mass audience. This can be a great way to further expand the reach of the campaign. This can be pooled in together with the consumer education videos as well as the micro-influencer campaigns. Using relevant Hashtags for the brand keeping in mind context and constantly using hashtags is another great way to create a great digital IP for the brand. Upon further establish the brand can also go ahead with a paid Hashtag Challenge to reach and amass the wide TikTok audience. Hence, in order to conclude and reiterate the fact that today TikTok has an audience unlike any other platform and brands need to leverage this opportunity by producing constant content and creating a digital IP like never before with the help of TikTok. If this opportunity is lost today one may never know when such an opportunity is likely to return if it ever is!
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How to define your Brand Personality
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How to define your Brand Personality

What is a brand personality? Each human is said to have a certain type of personality, the same applies to a brand when the brand is given such characteristics which can be defined as the personality of that brand. A brand personality is something that consumers can relate to and connect with the brand. The brand through its communication and tone tends to show its personality thus trying to appeal its audience. Defining the Vision: The Vision of a Brand lies at the intersection of ‘What Brands want to be’ and ‘What Audiences Seek’. It is first necessary to define the ‘Viable Business Idea’ that straddles both these areas. From this ‘Viable Business Idea’ will emanate the ‘Tenable Brand Claim’, which becomes the foundation of the Brand Vision. Once we have the Brand Vision defined, we need to validate the same into a Brand Proposition.  To correctly answer this question, we need to answer related questions like: Where is the brand in terms of the marketing landscape?Why is the brand in that position in the landscape (e.g. Legacy or incumbent issues)The most essential question that begs answering at this stage is ‘Who is the brand?’Where does the brand want to go given the challenges it has?How will I get there? – The road map of how the marketing strategy will deliver the set objectivesAm I getting there? – The metrics of evaluation that will be applied as per the strategy to ensure that the outcomes can be calibrated and improved in the areas it falls short in.  Examples of Brand Personalities In order to reach and target the right audience and convert them into being customers it extremely important to relate to the audience. It is quite common for a customer to purchase from a brand that is similar to a personality of their own. Excitement: carefree, spirited and youthfulSincerity: kindness, caring and an outlook towards family and societyRuggedness: adventurous, tough, outdoorsy, and athleticCompetence: success, elegance, shown leadershipSophistication: elegant, prestigious and subtle  A company’s brand personality helps in creating an emotional connection with its desired segment with a view to get the audience to act upon that and in return benefit the firm. Hence, it is extremely important to hone the brand personality and stick to it in order to reach and relate to the audience in the best way possible. 
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Reaching a Multilingual Audience
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Reaching a Multilingual Audience

There has been a growth of 94% in Hindi content consumption, as per Google Data. This shows the impact of regional languages. Global companies have kept this fact in mind and are focusing on local dialects as a part of their strategy.  Companies too need to adapt on the basis of the same as targeting a certain set of users in their native languages will be a far more beneficial marketing activity. In India itself there are multiple languages that are quite popular and can be used for immense marketing activities like Tamil, Malayalam, Telugu, Kannada, Marathi, Hindi etc. This is where regional apps like Helo can help brands increase presence with an extremely targeted audience who consume content in regional language. Helo is among the top apps downloaded on the Google Play store in 2018. Headquartered in New Delhi, Helo is available in India as well as in the USA, Canada, Singapore, Malaysia, Saudi Arabia, UAE, Oman, Kuwait, Qatar, Nepal, Sri Lanka, South Africa, and Bangladesh for iOS and Android.  Helo has opened up its ad properties for brands in India to leverage and reach out to a multilingual audience. Key Tips 1. Translations It is extremely important to not use translation apps as they give a literal translation. One should rely on the regional dialect and the actual way the language is spoken in order to reach a multilingual audience. 2. Audience Another key tip is to know the audience really well while marketing to them in order to reach them in the most efficient manner. One needs to know the regional languages and dialects thoroughly before trying to reach them through their marketing efforts. 3. Graphics & Visuals One language that everyone speaks is through a visual medium. Trying to share as much content through a visual medium has always proven to be extremely beneficial in order to reach the masses. 4. Regional Apps Using regional apps like Helo, Sharechat specifically dedicated to the social networking of people who primarily speak and share information via their native language is extremely important while reaching a multilingual audience.  Hence, it is extremely important to note that when one is trying to reach a multilingual audience a multilingual marketing approach is extremely important in order to reach the end-user effectively as well as eloquently. 
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