globalized business environment, brands are faced with increased competition. With
multiple players vying for a share of the marketing pie, brands must explore
new ways of engaging consumers interestingly. As digital communication becomes
mainstream with the proliferation of smartphones, brands need to keep their
fans and followers on social media platforms involved to stay competitive in
Presenting brands with infinite opportunities, the baby care segment in India is estimated to achieve a growth rate of 17% by 2019. But competing in the childcare category is 'no child's play'. Especially if your brand caters to a niche of breastfeeding young moms. These moms consume digital media and shop in remarkably different ways compared to any other segment. Here’s how Philips Avent came up with a clutter-breaking Niche Marketing campaign for ‘World Breastfeeding Week.’
When starting to develop their brand, many companies spend a lot of time choosing colors and hiring graphic designers but overlook their written content. No matter where you’re sharing content – on your blog, social media, or other websites – you want to develop a voice that helps you maintain your relationship with current clients and generate new business.
But how do you do that? Here’s a step-by-step guide to help you get started.
Get guidance from your visual branding. Start by looking to other materials you’ve developed – logos, business cards, company photographs, and even your office or store décor. Write down words you would use to describe them. Are they bright, colourful, and fun? Or are they more straightforward and professional? Do you tend to share humour, or does your brand seem more sentimental and flowery? The tone of your written content should similarly share these qualities.
David and Goliath; one of the biblical stories I love. For those of you who may not be familiar with the story, it is simply a story of how a little shepherd boy defeated a famous fully armed giant warrior. An inspiring story of how a boy rose from nothingness to become one of the greatest warrior kings.
A couple of years ago the weather around the industry changed. Whatever I did, wherever I interacted with them, marketers truly believed that experiential marketing was fast becoming a necessity and the solution to a host of consumer outreach dilemmas. The shift was dramatic; the demand was for better faster stronger brand centric solutions. The disappointment of marketers was also more frequent with stories of disconnected or force fit solutions, sharing of excited “look what my company did for this launch in the EU”! It wasn’t impossible in-fact could be done more in sync with the local flavour, cute, effective, socially connected delightful engagements which delivered. BUT I was already the Goliath who had been David once. The David whose heart I sacrificed to scale burying is deep where one could barely hear its beat.
How often will kids click on that mobile ad banner? will mothers? Are apps for your young audience a part of your 2015 mobile plan?
Some working parents may well see this as a snippet of their story
India is witnessing a revolution in mobile data and uptake of smart devices. Marketers in India are yet to harness the power of apps to engage consumers and increase salience for the brand.
Increasingly, younger children* are embracing smart devices for entertainment and educational purposes. This rapidly growing market provides benefits for app users of all ages and presents an unprecedented opportunity for marketers to engage and build some brand love in younger audience in India. Kids are spending an Increasing % of time on mobile with gaming and learning apps being accepted and promoted by parents.
Background – Ambika Sharma, Managing Director and CEO, Pulp Strategy, was one of the earliest to have stormed in on the Marketing Activation space and has since then, established herself as an opinion leader. She has been on the PMAA & the MAA Globes Jury panel since the year 2008. She was recognized as Young Achiever and Marketing Professional of the Year 2011 at the CMO Asia Awards for Excellence in Branding and Marketing. A biking enthusiast, her expertise lies in strategic planning and communication, new/alternate media, and creative communication. In an exclusive chat with Brijj.com, Ms. Sharma talks about her journey, her most challenging and rewarding assignments and more.
A few academic sessions ago, while conducting a focus group session with the budding engineers from one of India’s premier institutes, I was treated to a deluge of marketing jargon explaining why brands want to market to them and it took about five minutes to understand that this group had long since become disillusioned with the bombardment of brands branding their campus.
“Brands are here every week, we have five festivals in a year,” they shared. When I probed and asked why do you participate? They very quickly said, “The gifts are cool!” They recall something! Unfortunately the next set of responses was not so heartening.
Pulp Strategy launches new application to give companies an edge in ground marketing.
Pulp Strategy Communications, for its experiential marketing and digital communications services, has launched a new augmented reality application that is meant to combine the digital and print worlds. The application is meant to add a new dimension to print media, which has struggled to stay in the interests of consumers due to the availability of new gadgets that have made some forms of print media obsolete. The augmented reality application allows for static creatives and collaterals to be used with interactive digital experiences, a feature that may be able to boost the popularity of print with the younger generation.
On a Sunday morning, my 7 year old kid asked me for an onion-mushroom pizza, to be served to him within the next hour. He also gave me a clear directive to order the pizza over Facebook and not the old fashioned way, over-the-phone. I wondered how he knew food can be ordered over Facebook! It’s something I must admit ignorance to. I asked him about the pizza brand he would like to order and he promptly told me what he wanted. It wasn’t a very famous brand; in fact the pizza he asked for was from a local shop which had been posting pictures of delicious-looking pizzas on its Facebook timeline. I discovered that my prodigal child had already liked their page! It could only mean that they must be promoting themselves well, I thought.
Is social media so powerful that it hasn’t even missed capturing a 7 year old child’s attention? It’s quite a probability and I’d wanted to find out more, so I busied myself over ordering that pizza. There was only one tiny problem. I did not know how to go about the task assigned to me! I asked my son if he wished to help me out. He agreed and asked for my cell phone, logged in to his Facebook account and in a matter of seconds was discussing the sizeable pizza menu with me before finally making up his mind.