Showing posts with label digital marketing. Show all posts
Showing posts with label digital marketing. Show all posts
Wednesday, October 9, 2013
Monday, July 22, 2013
Friday, February 15, 2013
From the web to the consumers' doorstep; enabled commerce for FMCG brands.
FMCG brands are uniquely challenged when it comes to exploiting the digital boom. The in-ability to close the loop using a traditional e-commerce route has plagued the sector forever.
Almost all digital spends undertaken by FMCG brands have resulted in an increased awareness and engagement, however, resultant transactions have been a challenge.
Traditional ecommerce has been a non-starter in the sector due to low product cost, lower retailer margins, very high logistics costs etc.
AaramShop’s unique model, enables FMCG brands to extend their digital campaigns to have a last mile connect.
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| Connecting digital assets to last mile assets for FMCG brands |
AaramShop enables home delivery of your brands to millions of households across India via its thousands of partner retailers who are strategically placed within the neighborhoods.
View a simple example here of how a “buy now” integration can change a touch-point to an action point.
To ensure that your next digital campaign or your existing digital assets get you a higher and a trackable RoI, do contact me.
Tuesday, December 18, 2012
KLM Travelpredictions
Here is another great example of good use of digital by KLM. Using the digital footprints we leave on Facebook, KLM Travelpredictions is able to
"predict" a future travel destination based on the interest graph.
This was created by River. The service is
launched in 25 markets and is now earning revenue from actual sales.
Online and offline channels converge - 2013 and onwards.
Rebecca Lieb in her recent article titled 7 digital marketing trends to watch in 2013 refers to online and offline channel convergence as one of the big trends to watch out for.
While she broadly refers to it as media becoming more digital, and that we're seeing digital messages appear in
new places. Out-of-home channels such as billboards and digital signage - as well as TV screens - are hosting streaming and social media, I would like to suggest a step further.
I would suggest the emergence of an increased seamless interoperability between the online and offline media and the blurring of the boundaries of the media formats. For e.g. a QR code on a print ad / OOH media leading the consumer to the website / mobile app with an ability to order the product via an eCommerce site or from a store.
I had written about how we are enabling "Clicks to Bricks" integration for FMCG brands' digital campaigns.
Sunday, November 11, 2012
It’s time for dinner! Lawry's Digital Dinner Bell.
Lawry’s Digital Dinner Bell was born as the modern way to get family and
friends to the table.
The initiative / campaign is focused on the core of Lawry's recipe database.
Start by selecting a flavor for tonight's dinner.
Next, browse the Lawry's recipe database of the chosen flavor, pick a
recipe, and prepare it.
When it’s ready, invite family and friends to dinner.
With a simple
shake, your phone rings the Digital Dinner Bell and lets your family
know that dinner is ready via SMS, Facebook posts, or a personalized
phone call.
It’s the modern way to get your family and friends to the table for a
quality, family meal.
Download your own dinner bell from here (Android only) and enjoy a family dinner.
Dove Ad Makeover.
From superficial makeover to mental makeover. Great consumer powered campaign.
The idea of 'displacing negative ads' with ones designed to make women
feel good about themselves, came to life by harnessing the
Facebook Marketplace API.
Rather than following traditional methods of the brand deciding on what
the user should see we put the power of displacing negative advertising
directly in the hands of women.
Kraft Mac n Cheese.
Kids enjoy creating masterpieces of macaroni art - this initiative takes it further ensures almost a real experience especially on the ipad, an increased engagement and of course an association with a great cause where-in Kraft donates 10 real noodles for every virtual noodle used to a social cause.
Simple thought, complex programing and overall effective. Try your hand at it here.
Sunday, November 4, 2012
Maybelline - superb initiative.
Loved this campaign overall - great mix of technology and creativity. Loved how it is well designed to be used across devices from pads to PCs to mobiles.
Very impressed with the way Maybelline has leveraged Pinterest, whose ties to fashion
and beauty made it the right medium in which to extend the campaign.
Friday, November 2, 2012
Einstein Simplified!!
If Einstein can be simplified, I bet digital marketing for FMCG / CPG brands can be simplified as well.
You would have noticed that it is difficult (if not impossible) to wrap up a digital / online marketing discussion, without learning a few extra jargons and tech-speak. All the jargon has a MEGO effect on me (`My Eyes Glaze Over') :-).
If you are into jargons pick up a few from here.
The other interesting bit in most discussions is the "evasive action" when it comes to quantifiable returns from the marketing spends.
At AaramShop, we have taken a few steps towards addressing this challenge by creating a marketing program which converts consumer touch-points (jargon 1) into shopper action-points (jargon 2) for FMCG / CPG brands.
Talk to us about our Simplified Online Plan for FMCG brands (in India) and sign-in for the Step-Up Program.
You are assured of time porn (jargon 3)
Friday, September 14, 2012
Un-learning Sampling : Re-learning Sampling.
It is not revolutionary as an idea but it is effective as hell. And like most things around, it has now even got it selves a sexier tag - “tryvertising”.
Call it what you may, the fact remains that while folks don’t believe in advertisements too much, the consumers and prospects want to (and love to) discover new products, test them in the comfort and privacy of their living room before buying them at the shop on a regular basis.
Sampling of your product converts prospects to consumers.
While it has been proven to be effective, it is also expensive and difficult initiative to effectively implement in the FMCG / CPG space, predominantly due to scale, which leads to serious process in-efficiencies.
The sampling processes have stayed relatively unchanged for decades – and that is tragic – because if sampling is done well to the modern socially hyperactive consumer – the impact is going to be far higher today then it has ever been.
Tools like “like” & “share” assist the success and enable the sampled prospect to advocate the product within peer groups with a lot more ease today that just a few years ago.
However, leveraging the power of social networks to generate referrals and reviews within the community is a small, though crucial, part of any well-run product sampling initiative.
However, one needs to guard against falling pray to turning the campaign into a mere “like” campaign on Facebook with little subsequent follow-thru’ and a measurable return for your efforts, that helps drive sales.
AaramShop has have come up with an effective sampling solution enabled by technology, curated for the FMCG / CPG brands, which uses AaramShop’s strength of being a hybrid model having retailers on the ground who are able to reach out to consumers in their catchment areas.
“WannaSample” is a move towards using the engagement opportunities on the Web, Mobile, and on-ground activation options to drive effective sampling and trials among the consumers. The unique solution is geared to go beyond and generate product reviews, references and advocacy.
Based on our understanding and research into current sampling programmes & solutions we have identified the areas in which they are deficient, and then looked at how our solution can help mitigate the challenges.
Based on our understanding and research into current sampling programmes & solutions we have identified the areas in which they are deficient, and then looked at how our solution can help mitigate the challenges.
Talk to us and evaluate the opportunities offered by this unique process; please contact us here.
Saturday, July 14, 2012
"Clicks to Bricks" integration for FMCG brands' digital campaigns.
The growing importance
of digital marketing is not lost on anyone. However, most brand
marketers in the FMCG / CPG space find it difficult to justify the high
engagement cost per consumer, especially because most current digital
assets are restricted to creating awareness.
There is now an option to change that. AaramShop has digitized the FMCG brands' existing last mile, thus enabling an integration of a “purchase now” prompt option within all digital assets.
The consumers can now browse through all manner of digital communication, have
the additional option to click on a “purchase now” tab, enabling them
to order a brand from their preferred neighborhood retailer, who
packs up and deliver in a matter of hours.
Here is a neat example of seamless "Click to Brick" integration by Saffola (Marico Industries) giving its consumers a “purchase now” option on its website and at the same time it helps build a stronger bond with its channel by helping generate direct demand and action specific to the retailer outlets.
All digital assets of the brand like its websites, social media presence on platforms like Facebook, Pinterest, Twitter, etc, review sites, blogs etc and and digital
marketing campaigns can be now made to perform harder for the marketing
dollar spend, and go beyond the just feel good awareness.
.
.
Friday, May 25, 2012
Digital Influencers of Brand Selection.
Here
is yet another research that supports the need of multi channel marketing
initiatives – especially from a digital perspective in the CPG / FMCG space. The
fact that consumers have adopted the digital media in their daily life is not
lost on anybody; however, it is important to understand that they use it in
different ways and with different intentions.
The
key for brands, marketers and manufacturers looking to capitalize on digital in
the CPG environment, is to identify how each consumer group embraces digital
media.
Clearly
the 18 - 34 year old consumers are comfortable with digital technology and
their use of digital resources has an impact on purchase. What is even more dramatic
is the extent to which this group is influenced by product and brand
recommendations from bloggers and social networking platforms. In-store digital
touch screens and phone applications are also seen to address this group
effectively and present immediate, high-impact brand marketing opportunities.
Another
plus for marketers is that these digital-savvy consumers are often trendsetters
and influencers in their own circles. Word-of-mouth and informal, viral
marketing can make a huge impact on those that are fully engaged in digital media.
Tuesday, April 3, 2012
Facebook Considers Adding The Hate Button.
Just imagine the impact on your brand's Facebook centered marketing strategy if you have more "hates" than "likes" on your brand's timeline.
When the original Like button was announced, Mark Zuckerberg made a bold prediction
there would be over 1 billion Likes across the web in just the first 24
hours. Sources at Facebook say Mark is estimating 2 billion Hates on
the first day. Facebook studies have shown the sad fact that people hate
things on the Internet more than they like things. There’s also an
internal debate on whether the new button should be called “Hate” or
“Dislike.”
Since the tiny Like button makes up such a huge part of Facebook’s
revenue, the introduction of the Hate button could raise Facebook’s
valuation further ahead of the IPO.
If FB decides to add the button, then personally I think "dislike" has a better ring to it than "hate".
Read more about the possibilities of hate button here
Tuesday, March 20, 2012
5 + 1 Huge Digital Marketing Trends You Can’t Afford to Ignore
"Digital marketing is a discipline in flux", says . We face an onslaught of
shiny new technologies and platforms that promise to “change
everything.” Marketers are creating similarly breathless headlines,
proclaiming the next revolutionary devices/apps/social networks.
Yet, even smart marketers don’t know what changes the future will
bring; but they do need to be aware that their industry is changing
every day. For instance, to reach consumers marketers need to be
increasingly mobile, engaging, relevant and aware of the contexts in
which we currently operate.
Here are five digital marketing trends as identified by
1. Location Services
2. New Ad Formats
3. User-Generated Curation
4. Advertise by Format
5. Integrated Marketing
Read more on these trends here. Would love to add Hybrid Retailing as the 6th trend, wherein there is a seamless integration of the ZMOT and the FMOT, specifically with the use of mobile devices.
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