21 November 2019 12:19

MediAvataar's News Desk

MediAvataar's News Desk

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Google tops the YouGov Brand Advocacy Rankings in India and is the most recommended brand by consumers for the second consecutive year.

Globally, the internet search giant has made it to the top ten list in 11 markets out of the 38 markets tracked by YouGov BrandIndex.

The Advocacy Rankings, produced by YouGov’s daily brand tracking tool BrandIndex, considered how much current and former customers endorsed brands over the past year by asking respondents, "Would you recommend the brand to a friend or colleague?" or “Would you tell a friend or colleague to avoid the brand?”

The 2019 rankings saw an impressive entry of One plus smartphones at second. Not only has it made a new entry but its strong advocacy among consumers has made it the second most recommended brand in India. Taj Hotels & Palaces is another new entrant in the top 10 list at seven. Taj’s competitor Marriott, however, remains in the same spot as last year- at nine.

MakeMyTrip which was second last year has fallen to third. Food delivery giant Swiggy has also noted decline and has fallen to eighth from sixth last year.

Although globally technology brands such as WhatsApp and YouTube have fared well and landed a place in the list of top 10 brands in a total of ten and seven markets, respectively; in India, they seem to have had a slightly difficult past year. Both WhatsApp and YouTube have moved down one place- to fourth and sixth, respectively, in the 2019 rankings.

However, the greatest decline within the top 10 list has been witnessed by Airbnb and the American homestay aggregator has moved down six places to tenth in the 2019 rankings.

On the other hand, Amazon seems to be winning consumers and has climbed up three places in the rankings to fifth this year.

YouGov also revealed the brands that have the most improved level of customer advocacy over the past 12 months. Bajaj Allianz Life Insurance has seen the biggest improvement in its Recommend score this year, changing its score by +11.2 points.

Tata AIA Life Insurance (change in score of 9.1) and SBI Life Insurance (8.4) are the second and third best improvers. Apart from these, the top 10 improvers include other insurance brands such as ICICI Prudential Life Insurance (7.7), HDFC Life Insurance (6.8), Aditya Birla Capital Life Insurance (6.6) and Reliance Nippon Life Insurance (5.6).

Line (4.8), Bing (4.4) and Punjab National Bank (4.1) are other brands that make up the list of top ten improvers of 2019.

Methodology

YouGov BrandIndex screened around 250 brands in India for their net Recommend score, which asks respondents "Would you recommend the brand to a friend or colleague?" and “Would you tell a friend or colleague to avoid the brand?” Only respondents who are current or former customers of a given brand are considered. Rankings data was collected between November 1, 2018 and October 31, 2019 and Improvers data was collected between November 1, 2017 and October 31, 2019. All brands must have a minimum N of 200 and have been tracked for at least 6 months to be included in the rankings and at least 6 months in the prior year's period (as well as being currently tracked) to be included among improvers.

 

LinkedIn, the world’s largest professional networking platform, today released ‘The Long and Short of ROI’ report in India to identify how digital marketers measure ROI (Return on Investment).

The survey was conducted amongst 4,000 marketing professionals across 19 countries, including India, and reveals how measuring ROI over the length of the sales cycle can lead to more accurate reporting, greater marketer confidence, and improved campaign management.

The findings of the report highlight that digital marketers deliver tremendous value to their businesses but struggle to highlight their impact or true ROI when reporting on performance. The metrics are either reported too soon or wrongly chosen to deliver quick results in order to meet business pressures.

In fact, 78% digital marketers in India claim to be measuring digital ROI long before a sales cycle has concluded. In India, only 3% of digital marketers are measuring ROI over a 6-month period or longer -- one of the lowest amongst all regions, lower than the global average of 4%. This means that many marketers are likely not measuring ROI at all.

“The Indian digital marketing industry is incredibly competitive today. As marketing campaigns become more dynamic, real-time, and data-driven, measurement is going to be a key discussion in boardrooms going forward. The LinkedIn report highlights how Indian marketers are struggling to measure the true impact of performance; they are thinking short-term and are measuring KPIs, instead of ROI. Measuring too quickly can have a poor impact on campaigns, specifically in industries such as higher education and real estate where it can take months of consideration before sale,” says Virginia Sharma, Director, Marketing Solutions - India, LinkedIn.

Here are the common behaviours of digital marketers in India, when it comes to ROI and measurement, and best practices for marketers to consider:

1. 78% Indian marketers measure ROI too soon: 78% of Indian marketers measure ROI within the first 30 days of the campaign, which results in an inaccurate reflection of the actual return, considering that sales cycles are 60-90 days or longer. In fact, only 3% of Indian marketers are measuring ROI over a six-month period or longer – one of the lowest among all regions (lower than the global average of 4%).

2. 50% digital marketers rely on inaccurate metrics: 81% of Indian digital marketers claim to measure ROI today, which strongly reinforces India’s data-driven stature. However, another finding shows that 50% digital marketers - with a lead generation objective - claim to use cost-per-click as their ROI metric, which does not show impact-per-advertising dollar spent. Ideally, cost-per-lead is a better measurement metric here. This is the highest percentage among all countries, clearly indicating that Indian marketers are measuring short-term impact in the form of KPIs, which is not an accurate reflection of ROI.

3. 64% Indian marketers face pressure to prove ROI: As opposed to 58% globally, 64% Indian marketers acknowledged that they needed to show ROI numbers to justify spend and get approval for future budget asks. This clearly shows how pressured Indian digital marketers are internally, hence rushing to measure and prove ROI.

4. 60% of Indian marketers have to consider revising budgets: 60% of Indian marketers who measure ROI in the short term end up having budget reallocation discussions within a month, often unprepared and hence under confident. In fact, 47% of Indian digital marketers don’t feel confident about their ROI measurements today.

A campaign inspired by true cricket fans

Sony Pictures Sports Network is the global multi-sports arena and home to some of the best international cricketing action in the world. With the media rights of seven international cricket boards, the network will telecast several highly anticipated cricket series and tours that include Sri Lanka Tour of Pakistan, New Zealand Tour of Australia, Bangladesh Tour of Pakistan, England Tour of South Africa, West Indies Tour of Sri Lanka, Australia Tour of South Africa, and the Big Bash League to name a few.

With such an impressive line-up of international cricket, Sony Pictures Sports Network has conceptualized and launched the ‘Love for Cricket knows no Boundaries’ campaign to tell the poignant, heart-warming story of one such fan of the sport. Breaking away from expected clichés of sports commercials, the sports network has launched a campaign which is inspired by true events and chronicles the passion of a real-life cricket fan, Charles Rao.

The film opens with Charles Rao reminiscing about the first time he had seen Shane Warne bowl in 1995. He talks about how he impressed he was with Warne’s bowling and states that it was at that moment Australia became one of his favourite teams. Charles Rao settles down in front of the TV to see a match and his wife brings him an Australian team jersey which he wears. It now becomes clear to the audience that the man who has been talking about his passion for the sport is blind and his love for cricket transcends all boundaries.

Comments:

Neville Bastawalla, Head – Marketing & On-Air Promotions, Sports Business, Sony Pictures Networks India Private Limited:

“During one of our ongoing research, we came across real people who go beyond and do extraordinary things for the love of the game that is cricket. We brought this proposition alive through this beautifully crafted campaign, ‘Love for Cricket knows no Boundaries.’ We have some brilliant cricket coming up on our network, New Zealand tour of Australia, England tour of South Africa and the Big Bash League amongst many others. It seemed apt to invoke the passion of the real cricket fans who would cross any boundaries to watch great cricket beyond India on the pitch.

This is probably the first time that a shoot-based campaign portraying a real human story that invokes emotions has been launched for non-India cricket properties. Charles Rao, the protagonist of the film, is a real person and not just an actor who is enacting his own journey as a cricket lover.”

Raghu Bhat, Co-Founder & Copywriter, Scarecrow M&C Saatchi:

“A fan’s connection with the game is sacred. His love for the game is pure. There are no agendas, no motives. We wanted to capture this purity and what better way to do it than by telling a real story of a real cricket fan. The brand idea ‘Love for Cricket knows no Boundaries’ is a positive, powerful thought that will be brought alive through multiple human stories.”

Credit List:

Client: Sony Pictures Sports Network

Agency: Scarecrow M&C Saatchi

Creative Team: Neville Bastawalla, Raghu Bhat, Vaishakh Jhunjhunwala

Director: Shamik Sengupta

Drivers to gain concessions such as free doctor consultations, access to micro loans, etc.

Uber, the world’s largest on-demand ride-sharing company, today announced the rollout of its driver rewards program, ‘Uber Plus,’ enabling its driver partners to earn points for rides so that they can win free doctor consultations, concessions on education modules, access to micro loans, faster airport pickups, and savings on vehicle maintenance costs.

These points will be earned over a fixed period of every three months and can be accumulated to unlock higher tiers such as Blue, Gold, Platinum and Diamond, which in turn will enable driver partners to access better rewards.

After an initial pilot phase in Delhi-NCR, Chandigarh and Mumbai, Uber Plus has now been rolled out across 10 new cities in the country- Bangalore, Hyderabad, Chennai, Kolkata, Lucknow, Ahmedabad, Pune, Kochi, Guwahati and Jaipur.

Commenting on the launch, Prabhjeet Singh, Head of Cities, Uber India and South Asia said, “We, at Uber, have always believed that there is no Uber without our driver partners. We have always worked towards prioritizing their welfare and making them feel valued, respected and appreciated. Uber Plus is a sincere effort in that direction and will enable our driver partners to access greater benefits during their everyday journeys so that they can accomplish their dreams.”

Partners with the Ministry of Women and Child Development to promote online safety

Today, at the second edition of the South Asia Safety Summit, Facebook announced a bundle of initiatives to accelerate digital literacy efforts in India. These included a content partnership with the Ministry of Women and Child Development (MWCD), formation of an Ideal Internet Consortium to propose recommendations for online child safety and launch of We Think Digital in India; company’s global digital literacy program.

The South Asia Safety Summit is Facebook’s annual event to host critical conversations pertaining to digital safety and security. The summit was joined by over 100 organizations from Nepal, Bangladesh, Sri Lanka, Afghanistan and India.

Highlighting the partnership with Facebook, the Hon. Minister for Women and Child Development, Smt. Smriti Zubin Irani, said, “While the internet opens doors for women and children to learn and gain knowledge, it also comes with the responsibility to ensure their safety, and to enable them to express their views without any apprehension. Our constant effort has been to progress the cause of equal opportunity for women and ensure a safe environment for children. Together with Facebook, we want to build ways, in which we equip and educate people to help them make smarter choices online and learn about Internet safety.”

Key Announcements :

Partnership with the Ministry of Women Child Development to pursue opportunities to build digital literacy to keep more women and children safe, by raising awareness about online privacy, safety and security. To begin with:

#CreateCareConnect comic series was launched at the event. Illustrated by a young Delhi-based doodler, @neha.doodles, the series aims to educate young users about online safety in a simple, fun and engaging way
Coming in 2020, Facebook will launch another Thumbstoppers campaign, which will be a series of short creative mobile videos under 10 seconds from India’s advertising community, that will focus on empowering and educating people on issues like gender equality, domestic violence and education for the girl child.

Facebook announced the formation of Ideal Internet Consortium: Led by the Aarambh India Initiative, Ideal Internet Consortium, is a unique working group of child safety practitioners, that will use real field experience and research to deliberate over safety issues and propose recommendations for civil society, industry and government. So far, the consortium has had seven focus group discussions with young people from cites across Odisha, Tripura, Jharkhand and Kerala. The findings will help to create strategies focused on keeping young users safe online.

Launch of We Think Digital: Facebook is committed to supporting economic growth and social good in India and is working with partners to train more than 5 million people by 2021. As part of this effort, Facebook announced the launch of We Think Digital, its global digital literacy program and will partner with agencies from both government and civil society. The program will make use of learning modules designed to equip people with skills, including the ability to think critically about what they see online, how to communicate respectfully, and engage in digital discourse.

Speaking at the event, Ms. Ankhi Das, Director of Public Policy for Facebook - India, South & Central Asia, remarked, “Our digital literacy efforts are focused on addressing specific problem areas in the social media world, which are essentially about how we connect to and interact with people and our online ethics and behavior. We are building programs, that are aimed at internet users’ digital hygiene and maintaining online privacy and security.”

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