In the last 5 years, there have been many social media platforms that have come and gone. The two most popular platforms in the last 5 years have been Instagram and TikTok. However, since early 2019 the amount of traction TikTok has gained has been unmatched to any other social platform at a global level. Instagram Instagram, also known as “IG” or “Insta,” is one of the leading social networking app globally. The app was initially launched in 2010. Today the app has a lot of features including filters, direct messaging, Instagram stories and their newest introduction IGTV which is a vertical video viewing platform. Facebook acquired Instagram for approximately $1 billion in 2012. As of 2018, Instagram has 1 billion active users on a global level and 400 million daily active users. However, once hailed as a leading social media app, Instagram is losing ground to Tik Tok. Instagram was one of the first and foremost platforms where the term influencers were introduced and many individuals became influencers in the food, fashion and lifestyle space. Figures with thousands and millions of followers have risen to fame and reach a large audience of faithful followers. However, some notable creators have been moving over to Tik Tok and embracing this new, rapidly growing platform. Why are creators and influencers flocking to Tik Tok? DreaKnowsBest explains that “Tik Tok is doing a lot when it comes to marketing” and helping creators in their efforts on the platform. Specifically, “Instagrammers are starting to come on because they realize that the activity is insane…You can build a large audience [quickly] if you’re talented.” In addition to Instagrammers, YouTubers are joining the movement as well. It’s clear that Tik Tok is making waves in the social app space. With an explosion of growth, Tik Tok is expected to continue a steep upward trend. Whereas this new app is enjoying its hockey stick trajectory, Instagram growth is slowly dropping from 13 percent user growth in 2018 to projected growth of 8 percent in 2019. TikTok To understand TikTok we need to understand its beginning. TikTok started as Musically and was acquired by Bytedance in 2017. In 2018 Musically was rebranded as TikTok. In May 2019 TikTok reclaimed the no. 1 position in app stores across India. TikTok as a platform has memes, challenges, and extremely entertaining content. TikTok has many challenges one can participate in from various brands or TikTok itself from time to time some being for the greater good. #CreateforaCause, which invited creators to help raise funds for DoSomething.org, Best Friends Animal Society, and Oceana, ended up with $2 million to donate. Tiktok as of today has one of the most engaged audiences across India with over 170 million + monthly active users. References: Instazood.com and neoreach.com
Current Status India is the biggest market for TikTok in terms of the number of users after China. It has amassed about 200 million users in India and poses a serious threat to the dominance of social networking giant Facebook. While the Bytedance-owned company didn’t impact the revenue churn by the Facebook ecosystem in India till the second half of last year, it’s no more the case as TikTok started a push to make money over the past months. TikTok has set a target to cross Rs 100 crore in the July-Sep quarter this year.Brands whose target audience fall under age bracket 18 to 36 have been seeing TikTok as a more engaging platform than Facebook and Google ecosystems. Pepsi – #SwagStepChallenge Objective – Pepsi’s unique Swag Step Challenge comes of the association with the super hit movie franchise Dabangg 3. Users can make a Swag sign using their hands to trigger Pepsi branded sunglasses and nod to flip the glasses in the air. Views: 5.4 billion + UGC: 100,000+ Swiggy Starhunt Objective – Swiggy worked to launch Swiggy Starhunt, a platform for delivery partners to showcase their talent by uploading videos on popular video-sharing app TikTok. These videos come under the categories of acting, dancing, singing and musical instruments. They worked 11 languages to reach a pan-Indian audience, which resulted in 44+ million views. Moov – #MakeYourMoov TikTok collaborated with Moov for a first of its kind brand fitness campaign #MakeYourMoov. Moov initiated a unique Hashtag Challenge called #MakeYourMoov where users were encouraged to post a video performing at least one fitness move of their choice which witnessed a humongous response with participation across age groups. Views: 9 billion + Bingo! Starters Objective – The campaign amassed a great response since the launch while encouraging users to start their day with healthy snacking. With brand ambassador Ranveer Singh, Bingo! launched an interactive campaign #StartWithStarters where users accepted a dance challenge. Views: 8.5 billion + Lay’s – #Wavez4India Objective – The challenge celebrates Lay’s Wavez, the latest offering from PepsiCo, and leverages the popularity of TikTok. The video and hashtag were created urging fans to join in the fun while creating a ‘Wavez4India’ step. Besides Yuvraj, dancing star Shakti Mohan has also accepted the challenge and participated by creating her own version of the Wavez4India step. Hopscotch Objective – At Hopscotch, the objective was to speak in fun, creative ways to talk to the customers. Hopscotch and TikTok partnered on a fun Rap-Challenge asking moms across the country to create videos that capture their experiences while styling their kids. Views: 2 billion + Ads on TikTok Current Ads – Indeed Top Influencers Our entire effort is focused on making sense of complexity in brands and products. From promising startups to companies with decades of history, we create and position businesses from strategy and design to developing a complete user experience. Designing brands and products that speak to both heart & mind. – Yash Sanghvi
How many people do you think care about a product or a service, they may use it but do they really care about it? On the other hand, how many companies really care about their potential customers, not the sales or giving customized recommendations but actually care about them? In both cases, the answer is unsurprising, not many if not none at all. Now let’s take a minute and just think at the speed with which we scroll through our feeds no matter the platform when we barely stop for people we know and care about at different degrees, are we really going to stop for a brand? Another easy answer: a resounding probably not! So what is really happening? People are spending more time online; brands are spending more money online, most happy with sales, traffic or whatever metric they are tracking as per overall statics so how is this happening? People are getting the convenience of buying from anywhere, getting delivered for free, saving time and money while usually getting some or the other kind of deal. Brands are adapting to this consumer behavior and selling stuff cheaper than ever before via whatever online portal they can. So maybe it isn’t all that bad after all or is it? Of course sales matter, but who and what is driving them? But do sales matter more than people buying it? Do sales matter despite not being sure what prompted the user to click on an ad so most brands have no clue what is working vs what isn’t. What happens when something Snapchat comes along steals the attention from Twitter, Instagram, and even Facebook to an extent and doesn’t let just post ads with a deal and a buy now button, now what?? Here’s the problem and its always been the same one since I entered this industry in 2012, people only paid attention to the metric that seemed to most convenient not the ones that should have really mattered! It started with likes and followers then they asked what about engagement, ok we got some engagement and 2 years (probably more and spend a ton money) so what about sales, ok we got some sales and here we are waiting for someone to ask another question before spending 6 months to adapt our answers to that. Ok so now that I have rambled on to my level personal satisfaction, here’s the answer, the only metric that matters is attention! If you have the people’s attention they will probably remember you and think of you and talk about you so obviously unless your product/service isn’t complete shit, buy from you! But why should someone pay attention to you? You have to tell the best story not about the product not about how you make it but why it should matter to the user! So stop instead of worrying about the product photoshoot and giving the best deal, worry about do customers care about you enough to pay attention to you, because if they do they will buy it and if you can show them you care about them, they will buy again and again and that it the aim! How to show your customers you care about them? Well, that I will explain in part -2!
People tend to walk the same lane as that walked down by the crowd. It’s hard to decide whether watching grown-up babies playing Pokemon Go with their eyes stuck on their phones while on the road is crazy enough or not. Surviving on the nostalgic craze, the world has come to know what the game is about, but not many seem to know the not-so-random success of the game. Google, known for the April Fool Pranks it plays every year, introduced the concept based as a prank between Pokemon and Google in 2013. Their main idea was to have pokemons appear on the screens of the phones whenever someone tried to search for directions on the Google map locations. Tied to it’s a tendency of having a futuristic vision, Google had already created a game similar to Pokemon Go named Ingress with the very well known software developing company, Niantic Labs. Tried and tested by the companies through the years to know and understand the user experience, Pokemon Go can never be qualified to be a random success. Social Media takes a new turn every year. There are a lot of aspects to focus on including introducing something new or reminding the audience about the past. Nothing can seem to defeat the response and hype created by planting a seed of nostalgia within people and it was exactly done for Pokemon Go. Asking the question of whether one would believe in augmented reality and that 150 million users would use an AR application, none would have nodded their heads in agreement if asked a few months ago. Creating the hype and have people pouring in to download the app was not something difficult for the reasons that their research was in place & updated and the emotional connection was a cherry on the cake. Anything and everything can be picked up to be used for a brand’s benefit in today’s time. Awaiting trends to build up, Pokemon Go is now taken up by brands to advertise themselves taking creativity to new heights. Brands advertise themselves and the offers given out to people are being based on the number the pokemons one has caught. Blogs about the same have been published giving away information about how to find and catch pokemons to the game addicts. It is interesting how an April Fool Prank has proved to benefit brands in the long run. Taking McDonald’s for an instance, it is the first sponsored brand who proved to be successful in signing a partnership with Pokemon paying huge amounts of money to create Poke-Stops and Poke-Gyms within the McDonald’s outlets. The large population of the world has been divided by the game into those who can’t care less about the craziness going around and the others who can’t stop themselves from going crazy. It has still not come into people’s consciousness that they have been walked into stores, restaurants and generating more business just for the sole desire to catch another pokemon. A new benchmark is set by Pokemon Go in the gaming industry and the fact that incorporating AR applications is going to be a win-win is set clear! Despite the fact that people are not averse or unknown to this concept, games including carrying out exciting activities would drag the people to play the same. Every trend that is set fades away in a while but it is important for brands to realize the dazzling future of AR applications and let go of the virtual aspect they have been trying to hold onto. The factor they all must now focus on is how to leverage the success of Pokemon Go to blend their future marketing activities with the new-set trend!
There have been many features introduced by various social media platforms in recent times with the one talked about the most being Snapchat. The world has been buzzing about the Snapchat Spectacles that have added an opportunity for people and businesses to go crazy over creativity. Getting my hands on them and using them for a while, these spectacles have changed my way of looking at content creation. Completely changing an individual’s perspective with the wide-angle shots and automated save to the memories, the content generated I believe is a lot more interesting and engaging. The user experience is extremely immersive. Blowing my mind with the number of creative possibilities, I definitely intend on generating a lot of internal content when it comes to our routine Monday morning meetings, meetings with various clients and of course the daily start-up news. The spectacles, I believe are sure to bring a completely new perspective when it comes to working with FYA Group as every snap would help the audience feel like they are a part of the conversation per se and it works leaps and bounds when it comes to striking that connects with the viewers. Just like everything has a different side, with having fun while playing around with these spectacles at work, our clients, be it restaurant owners or fashion magazine editors can add a different perspective to their brands. We can now go behind the scenes and give the audience a tour in the kitchen and also show what’s it like to view exclusive shows in person. Many people currently underestimate the power to carry one-on-one questionnaires on Snapchat. Building a wide audience around various platforms and urging them to ask questions via Snapchat is definitely going to help us create an entire web series and deliver the experience of first-handedly answering their questions! I believe that the spectacles are going to change the look of content creation in the digital world and it’s going to be huge when it comes to execution of creativity.
What’s Covered in this Deep Dive Current Digital TrendsCommonly Faced ProblemsChallenges & OpportunitiesA New Approach to Digital PromotionsFuture Trends We have tried to take a holistic view of the industry’s approach to digital marketing & based our analysis on that. Current Digital Trends Commonly Faced Problems Low CTR & High CPL As the major chunk of the budget is spent in display marketing, the number of people visiting our website is pretty low Low Lead Quality Currently, the quality of leads generated through a digital campaign is not that great as people who fill the contact form are researching about properties Lead Tracking Most of the developers either don’t use an LMS or the system they use is not up to the mark to track the lead journey Calculating ROI on Ads It takes a few months for a lead to get converted. Due to this while reviewing the campaign at the end of the month the ROI remains the same as it was in the beginning Expecting leads from a display campaign People do expect the flow of leads from each activity they do. Display campaigns work best if the objective is to create awareness as it attracts more eyeballs than sending people to the website Going beyond search Developers think that Google search ads are the only way to generate quality leads while doing digital. However, with a perfect strategy in place, social media platforms can also generate quality leads State of Digital Marketing Challenges High spends on native displayLead specific digital campaignWebsite based contact formJunk leads through digital activities Opportunities Stronger remarketing360-degree videosSEO on long-tail keywordsInstagram swipe up ads A New Approach to Promotion Lead Generation Funnel Flow Why this Funnel works? Engage Giving our audience the initial introduction to the brand without asking for much of their time or effort Interact Once we have engaged the users in the digital space, we can retarget the same audience and send them to our website/ landing page where they can have detailed information about the brand and the project Convert It is possible that people might not fill up a contact form as people are not willing to give their information in one go, this is where Lead generation ads work well, where we capture the information within the platform and not sending them to a landing page or website Where else it helps Multi-level engagement with the userReduced CTR and higher ROIIncrease in search volumeAs we are constantly engaging the users and they have become a part of our funnel process so we can re-target people for a longer period Apart from the above-mentioned points, it also helps us in building a strong brand recall WhatsApp API A new way to capture leads in Real Estate is we can send the digital traffic to WhatsApp rather than a landing page. We are able to generate quality leads as the conversation is initiated from the user’s side. Content Marketing Content marketing is completely being neglected when it comes to real estate marketing. While promoting blogs, user-generated content and other forms of visual content helps in brand recall and remarketing Community Building Building an engaging community would help us in the long term as it increases the word of mouth Providing special services to our existing community and promoting the same would help us grab eyeballs and ultimately would expand our community One of the examples of community building is Raheja Care- an online portal for the residents of Raheja Universal who get special discounts on furniture Quick Tip for Social Lead Gen Our entire effort is focused on making sense of complexity in brands and products. From promising startups to companies with decades of history, we create and position businesses from strategy and design to developing a complete user experience. Designing brands and products that speak to both heart & mind. -YASH SANGHVI
What’s Covered in this Deep Dive Current Digital TrendsCommonly Faced ProblemsChallenges & OpportunitiesA New Approach to Digital PromotionsFuture Trends Current Digital Trends Commonly Faced Problems Quality Lead Generation Every industry needs quality leads, while in order to create awareness about the brand we should also consider that generating quality leads is also as important as branding Database Management The lifespan of the database generated in the education industry is very small, as the people who are interested today won’t be interested after a few months, it is important to effectively manage & generate new data Parent vs Student Targeting With the current digital trends, it is necessary to target students as they are also becoming more aware of the offerings and their career choices Engaging an Outside Audience When it comes to engaging our audience the first thing in mind comes to engage people associated with us such as students and parents. We also need to target and engage our potential TG Leveraging your Organic Community It is really important to leverage our organic community to spread the message. Encouraging students and parents to talk about the institute would help us build trust among the outside community State of Digital Marketing Challenges Online Reputation ManagementContent CreationBrand building via differentiated contentDedicated resources Opportunities Involving Students in Content CreationDigitizing Lead GenerationCreating Micro-InfluencersBuilding long term engagement on DatabaseThought Leader Positioning Online Reputation Management ORM would help us build a brand online through various activities and interactions with our audience and also help us build/ maintain brand image online Also, we can have a strong presence in the digital space and we would constantly track the content related to our Institution. ORM can also be effective to tackle cyberbullying cases Sessions to help students & parent deal with content consumption & online bullying With the current scenario of increasing cyberbullying cases, we would also need to conduct seminars where we educate our students on what online bullying can lead too, also, how can one tackle such situations. Plus, with the growth of E-learning facilities, we need to track the content a particular student is consuming A New Approach to Promotion Lead Generation Funnel Flow Where else it helps Multi-level engagement with the userGiving out information about the offeringsWhile students share their experience, it builds a trust factor among the audienceAs we are constantly engaging the users and they have become a part of our funnel process so we can re-target people for a longer period Apart from the above-mentioned points, it also helps us in building a strong brand recall Why this Funnel works? Create Giving our audience the initial introduction to the brand without asking for much of their time or effort Engage Once we have engaged the users in the digital space, we can retarget the same audience and send them to our website/ landing page where they can have detailed information about our offering and courses Interact It is possible that people might not fill up a contact form as people are not willing to give their information in one go, this is where Lead generation ads work well, where we capture the information within the platform and not sending them to a landing page or website Future Implementation Internal Communication & Review Systems Currently, the majority of the communication happens through WhatsApp, where there are different groups as per the class and the sections This creates a problem in seamless communication. There needs to be an internal communication system which helps in direct communication with teachers and students Micro Social Networks Micro- social networks are similar to any other social media platforms but the objective these micro-platforms serves are different These platforms work almost the same as any other social network but is completely regulated by the institute Also, this helps in many aspects the major being taking students out from the traditional social network platforms like- Facebook and Instagram Original Content Creation Students participation is also important while generating original content as it not only reflects the brand but also the creativity of the students Creating original content such as student’s life at the institute, students take over, blogs, articles, etc help us in multiple ways. Firstly, people get engaged in these types of content and also it increases brand recall. Our entire effort is focused on making sense of complexity in brands and products. From promising startups to companies with decades of history, we create and position businesses from strategy and design, to developing a complete user experience. Designing brands and products that speak to both heart & mind. -YASH SANGHVI
Defining an Objective It is extremely important to define what you wish to achieve from social media activations.Likes, followers, grids, posts but what is the purpose?Having a clear unidirectional objective will help in planning campaigns, media spends & make your social media activity measurable. If you don’t know where you want to go, how can anyone take you there? Planning Content Content is usually focused on communicating the what, how & why but from the audience perspective, it needs to pass the ‘So What’ test. Your post has reached them, it even made them pause & see it, but once the information is consumed, it must go beyond just being more content in their feed. Your posts may look great to you & your known circle, but does the audience care? Defining an Audience An audience may interact with multiple brands online but never become paying customers & vice versa.So who do you want to engage?Are they decision-makers?And if you even reach the decision-makers are they the ones that will take the communication further? Planning the user journey is critical to achieving success on social. Choosing kinds of Posts Informative It’s easy to assume basics about your brand, but a good digital strategy assumes nothing. So never ignore stating the basics & having a long term consumer education strategy. Engaging Not all posts will or need to go viral, but having one such activation every so often can boost brand awareness tremendously. Conversion based When you know you want to sell, be honest. Users are a lot more likely to convert when they are clear on what journey they are stepping into. This will also result in better quality leads. Knowing the Basics The Requirements A brand brief, a photoshoot, logo open files are just basic requirements to kick off the activities. A Website A website adds validation to your brand. Most users would like to see a website before actually converting. SEO Your creatives lead to engagement & curiosity around your brand,, but when they search for you on Google will your site show up? Organic Growth Organic reach & growth is dead. If you have 100 followers & you post something it will barely be seen by 12-15 people. Using your Team They are your first audience & endorsers. They need to engage, share & be the voice of your brand while maintaining basic post hygiene. Social Media Ads These are key to build a following & engagement for your brand, These can’t be skipped or avoided. Kinds of Social Media Ads Lead Generation – The Funnel Going Beyond Social Content Marketing A thought leader is always looked at with industry authority or a future-ready brand & content marketing is the way to achieve this position. Google Search SEO while effective takes a long time, so for immediate or seasonal keywords Google Search can help boost results. Google Display Banner ads have extremely low CTR but have probably some of the highest possible digital reaches, so use them tactfully. Remarketing Remarketing is simple, it tracks users engaging with the brand & goes back to them with contextual ads to push them to the conversion point. Thinking Regional In the next 3 years close to 200 million users will come online from Tier 2 -3 cities, English isn’t going to be the language to interact with them. Thinking Audio Podcasts are an excellent way to reach a completely new audience, building a unique positioning for your brand & that content has to be repurposed across your social profiles. “Posts are not seen by users daily or chronologically. So good designs may be attractive but post specific micro storytelling will always work better to establish a longer-term connection between the brand & the audience.” Yash Sanghvi
What’s covered in this Deep Dive Current Digital TrendsCommonly Faced ProblemsChallenges & OpportunitiesA New Approach to Digital PromotionsFuture Trends We have tried to take a holistic view of the industry’s approach to digital marketing & based our analysis on that. Current Digital Trends Commonly Faced Problems Lack of IP Infrastructure At present, the majority of the restaurants rely on 3rd party aggregators for booking and digital wallet systems Inefficient Data Management & Retargeting Restaurants generally have a feedback form, where they have the data of people visited the restaurant. But, this data is never used for the purpose of remarketing ORM Efficient ORM is greatly lacking in today’s industry as brands rarely track indirect complaints made about them. Whereas ORM can be used to convert customers unhappy with other brands Customer Retention With the growing competition in the food industry, it is difficult to bring back old customers as people want to try new things and experience new places State of Marketing Challenges Low media spendsAudience interaction online Brand Outreach Opportunities Strong RemarketingBuild conversations onlineCustomer RetentionMicro-influencersSync offline & online campaigns Engagement Funnel Flow Micro-Influencers People who have a small but engaged audience in the digital space are called Micro-influencers.Due to the small yet engaged audience of these Micro-influencers, the impact created by their posts is higher in comparison to other influencers. We all have that one friend we go to when we need any food-related recommendation. These are people who are trusted for their genuine feedback. Micro-Influencer Campaigns Common hashtags used by these micro-influencers in their posts can then be used by the brands for tracking to initiate conversations.Going back to the posts of the micro-influencers and bring them over will help in building our community online which can then be converted.Collaborating with multiple micro-influencers and bringing their audience together at the brand’s location will provide a major boost on social media in a cost-effective manner. Community Building Micro-influencer campaigns along with the syncing of their online and the brand’s offline presence can help in bringing the community together. With the help of micro-influencer campaigns, we can target people of similar interests and engage with them in the digital space.While effectively building the brand through micro-influencers, ORM and promoting user-generated content we look to build a loyal community who would keenly interact with the brand. Sync Offline & Online Campaigns Planning a campaign in such a way that people should be encouraged to talk about the brand and their experience in the digital space.The amount of engagement we build as a brand should reflect on both the mediums.Engaging with the audience while they are at the restaurant and giving them a unique experience will encourage people to share the same on their social media platforms. Efficient Data Management The amount of data gathered in the hospitality industry is immense.It would be extremely beneficial for one’s business if one learns how to leverage this data to the fullest.Constant engagement with the data gathered by providing updates, customized offers or loyalty points can help boost one’s business.In addition to that, we can attract these people by arranging special events to build a strong community. Our entire effort is focused on making sense of complexity in brands and products. From promising startups to companies with decades of history, we create and position businesses from strategy and design to developing a complete user experience. Designing brands and products that speak to both heart & mind. -YASH SANGHVI
Key Uses of the Business API Key Features of Business API Openly Available –Whatsapp for Business via their website is openly available for small businesses. –Businesses can interact with customers easily by using their API and integrating it among digital ads to send a push message on WhatsApp to any business. Limited Availability –The API is currently available to limited companies in India with features like booking notifications, automated messages, etc. –WhatsApp for Business APIs debuted with MakeMyTrip, BookMyShow, and Zendesk in India for a beta test with these special features. Key Features & Use Cases Automated Replying Automated replies via WhatsApp for specific messages make it a great tool for customer interactions. Social Media Integration Digital ads on Facebook & Instagram can have a direct button for a direct WhatsApp message to the company. Google Adwords Integration For search ads when one presses an ad on a mobile it will directly lead to a WhatsApp chat with a company representative. Live Chat on Websites Using a button on one’s website which will directly lead them to the company’s WhatsApp for a simple one to one conversation. Not Against TRAI Rules As bulk marketing on WhatsApp is against TRAI rules, it is beneficial for businesses to leverage their business with this API Technology. Whatsapp Web For most MSME leveraging the WhatsApp API for customer service with the help of WhatsApp for web will prove to be highly beneficial. Our Solution Our entire effort is focused on making sense of complexity in brands and products. From promising startups to companies with decades of history, we create and position businesses from strategy and design to developing a complete user experience. Designing brands and products that speak to both heart & mind. – Yash Sanghvi