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.’
By employing Python as a programming language, marketers can now reach
and engage their customers better with emerging technologies.
As you know, Pythons are one of the world’s largest snakes. They are adept at blending themselves to colours of their habitat. Well camouflaged and hidden in dense forest, they ambush their prey and swallow them as a whole. Mostly found on the ground or in the trees, they are excellent swimmers and can survive in water for long periods. In a nutshell, they are adaptable and skilled at spotting opportunities and making the most of them.
Python, a high-level programming language, exhibits some of these traits. Equipped with amazing features and capabilities, it helps marketers tap the immense possibilities offered by emerging technologies like Big data and AI. It is also preferred over other programming languages for backend web development and for developing a wide range of different applications, including web and mobile apps.
Google’s Mobile-first Indexing is a gamechanger in every sense of the word. By prioritizing mobile content for indexing, the new algorithm rewards brands for developing engaging mobile content and ensuring its discoverability on handheld devices. In the current technological environment, you can do all this and more quickly and efficiently with Progressive Web Apps (PWAs).
Making a great movie isn’t enough in today’s business environment, wherein several productions jostle for screens in theatres across the country every Friday. No wonder, the art of making thrilling trailers is a continually evolving one globally. Producers hire renowned professionals who are adept at making trailers. Striking and catchy sequences from the movie are beautifully edited. Engineers spend hours mastering the sound effects. Mind-blowing visual effects are used to leave the viewers amazed.
In the two decades, as brands started going digital, they realized the need for creating online content for their websites and social media handles. It led to the advent of the term ‘content marketing’. The content was mostly created to publish on the brands’ digital properties with no special efforts made to increase its discoverability.
With the passage of time and increasing online clutter, this strategy lost its significance, and Performance Content Marketing came into existence. It lays particular emphasis on ensuring that the content posted is easily discovered by the target audience, paving the way to a surge in the new traffic to the website, brand reputation, leads generated and conversions achieved.
India’s rapid growth fuelled by growing economic liberalization is creating a new generation of consumers who will become significantly crucial for marketers in the coming years. By 2020, their population in India will cross the 410 million mark and they will be spending $330 billion on goods and services annually by then.
This new generation constitutes college-going students in the age group of 18-25 years, who are entirely different from previous generations in terms of buying behaviour. With the advent of peer-to-peer marketing, gone are the days when traditional media was on its peak and influenced purchasing decisions majorly. Better educated and more tech-savvy, they are now research-oriented and believe in earned media (word of mouth) and recommendations of their peers.
Philips India’s ‘The Big Leap’ campaign to promote its Male Grooming & Styling Appliances is an excellent example of peer-to-peer marketing. The campaign was devised keeping in mind the fact that India is the world’s largest youth economy with half of the population below 25 years, and its economy growing at an exponential rate with 89% consumers adopting to trimming as the most convenient way to get started with facial styles.
The objective was to create a platform to help Philips India introduce the product in the early adaptor segment and build a long-term brand association. The program was powered by student innovation and started its very own style revolution.
With so much valuable information at their disposal, these youngsters seek out comprehensive information on brands before making purchase decisions. Information coming from their peers who have real experiences and relevant feedback is especially sought out. According to a survey, 92% of them trust earned media (word of mouth) and recommendations above anything else.
And here’s where campus marketing plays a vital role because it is all about marketing by students (or peers) for the students. A broader definition for this would be the promotion of products, brands and ideas to the student population.
Now that we understand campus marketing, the next question we need to answer is what marketing goals campus marketing can drive? Listed below are a few reasons why brands prefer to invest in campus marketing activities:
Improves sustained brand engagement
Enhances product preference
Allows for product trial drives
Inspires consumer-generated content
Increases peer-driven advocacy
Boosts preference as an employer for the organization
A recent campaign by Google, which saw the building of an online community on campus via brand evangelists recruited in various campuses is an apt example for campus marketing. It ensured that students came together, conducted micro engagements, and what they thought worked best for them in their campus. ROI increased multifold, as the audience engaged and infused with the excitement transitioning from online to the campus ground.
How should a campus marketing program work?
Most successful campus marketing programs evolve and take into consideration many things. Listed below are a few factors you should keep in mind while designing a campus marketing program.
Recruit carefully – identify ambassadors who are best placed in campus socially and culturally
Motivation is the key – keep your ambassadors’ interest alive while they balance their student workload carefully
Enrich and empower – equip and support them, monitor their growth and help them wherever they need the brands’ input
Personally connect and support – building a good rapport with your campus ambassador is essential. This is because they are the voice of your brand and staying connected with them will take your brand ahead.
Campus marketing programs are about peer recommendations, which break the clutter in the information overload of current times. Overall your campus marketing program should be designed in such a way that it builds a brand experience, which is consistent, productive and long term.
An outstanding example of this could be the recently concluded Prime Campus Ambassador program. The program built conversations around Amazon Prime and its many benefits. While the student drove in campus engagement while learning on the go via the live marketing program.
When should you plan your campus marketing program?
Most campus ambassador programs are run between the months of July to December. The reasons behind this include:
New students join the campus. They are motivated to make themselves known in the student community, and such programs allow them to do so
For existing students who are brand ambassadors, they have a wider audience they can reach to
Post-December students are more focused on their annual examinations, which makes their schedule hectic.
As a brand what should you prepare for?
Students participating in the campus ambassador program have high expectations from the brand. Therefore, as a brand, you should prepare to:
Motivate them to participate in the program
Inspire them to perform to the best of their capability
Mentor them as for most of them it is a stepping stone into their careers
Campus ambassador programs are the perfect way of marketing if you want to build a loyal consumer base in the coming years. Moreover, with India's youth market going up in the coming years, now is the time to invest in campus marketing.
The oldest form of marketing was word of mouth and with the ever evolving technology has turned into word of click marketing, now known as user-generated content (UGC or consumer-generated content).It refers to content related to your brand, that’s created by someone who’s not the brand’s official representative. It could be a variety of things from a social media update to a review, a video, a podcast and more.
AI is offering customer experience that we have never seen before. Personalised communication, 24/7 availability, the ability to directly reach target audience has made customer experience smoother than ever before. And the beauty industry is no stranger to this disruptive change. With this industry being much more personal than others, messaging succeeds here when it is personalized.
Communication has always been an integral part of any industry. Entering the 21st century, it became essential for any serious contender in any industry to have a website along with existing offline customer support. But as we spiral through the barrel of tech innovation and are shot into the future, more and more digital tools have become important in a company’s arsenal. Having a mobile app and messenger service were the next step of this evolution and now, it’s having AI-based chatbots.
“By 2020, 85% of customer interactions will be managed without a human” – Gartner
With such impressive numbers and the changing trends in technology, AI (artificial intelligence) is surely the future of the next gen of customer experiences.
AI has simmense potential because it has the power to analyse and process huge amounts of data from different sources, including human behaviour and emotions, thereby helping create more meaningful customer experiences.
In the world of advertising, Rich Media Advertising is building a niche for itself. Being interactive, having increased conversions, click-through, and view rates are also helping it build its case. So while we talk about this clutter breaking type of advertising, let’s explore the world of Rich Media Advertising and why has it become so important for agencies to invest in it.