Imagine if Uber after series of brainstorming had concluded that innovation meant building great comfortable taxis for commuters. Good for us they didn’t do that, instead picked a different insight. They saw the pain people went through while booking cabs and simply solved that.
Lot of times we wonder if there was a framework that could help small businesses, growing brands and start-ups focus on brand building and marketing in this complex Digital world, without losing their sleep and yet continue to focus on all the other things that matter? If you are one of them you will agree there are enough things to distract you and there will be occasions where you will feel lost, bit less confident and inadequate with a feeling that the market is evolving faster than you can manage. You are convinced your brand or your idea has the potential, but what to do with it seems like a big question.
It’s going to be an important question since building a brand and creating a successful value proposition needs a committed approach. Today success is about adapting to change and this change is happening really rapidly.
There are these four areas to consider as you begin the journey
· What’s the current tension (amongst your likely audience) that you are trying to resolve?
· What’s the solution you have thought of, something your product or service is promising to do?
· Who exactly are your consumers, what do they do/read, how they spend their time and what do you want them to do or feel as a result of your product or service?
· What are your brand’s values, how does it behave, communicate, create experiences and deliver on the promise it makes?
How do we start. Lets assume you broadly know the space your brand wants to operate in.
The problem or the tension you are hoping to resolve
While getting to this, the best way is to look deep inside the consumers mind. That could be done by talking to them, looking at their conversations, carrying surveys or spending time with them, even living with them. Lego did exactly that.
After losing market share and realising this new ‘instant gratification' generation may not have the patience with Lego, they visited a 11 yr old German boy’s house - a Lego consumer who pointed out to his worn-out sneaker shoes as his most proud item which made him the best skateboarder amongst his peers. The Lego team realised it was this social currency (among peers), that was most important to this boy within the skills he chose, whatever that skill is (in this case skateboarding).
You know the areas that interest you. Look for information and make a list of consumers reactions, insights and other valuable information you can gather. Now imagine the consumer's journey towards purchase, the steps he/she would take to move towards completion of their action. Think of all the steps, multiple touch points and offline-online interactions they do in the category you are building.
The trick here is to find areas where the consumer can have a frictionless experience. Friction is the opposite of consumer experience. Make a list of all the possible ‘tension’ or ‘friction’ spots. Consumers cant express what they need, so the best way would be to watch them. Experts call it Frictionless Customer Experience (FCX). A digital design agency is creating a cafe on anticipatory design philosophy. The Baristas get to know the customer is approaching even before he/she has reached (through an iwatch for instance), and start preparing their favourite drink and keep it ready. They call this philosophy - ‘flow not friction’.
Your unique solution or offering
How do you create a unique offering. Something that is unlike what others are offering, something unique. A quick thumb rule which i have seen a few great brands following.
Benefit - What is that special you are doing for the consumer?
Outcome - What is it going to result in, eventually?
Story - What is your unique narrative, your story telling?
Strengths - What is that makes you uniquely strong?
Remember it as the BOSS philosophy.
We will come to narrowing down the audience, but at this stage continue to think how your brand is adding value to their lives. What is that special you are doing. Look at the other competitors in your category and find some uniquenesses you want your brand to be strong at. If your brand can deliver something more than what your consumers are expecting you have a winning proposition at hand. It can be a new concept or something incremental to an existing one, or even a different way of using an existing product or a service. When I conduct corporate workshops, one of the activities we do is to ideate and create a radically new product out of a mash-up of 2 or 3 existing products or services keeping the consumers growing needs in mind.
Nike has been a great example, since the time the brand got created in 1971 along with its symbol the Swoosh, it has focussed on innovation and used new technologies effectively. Their vision has continued to remain the same - ‘to connect with athletes to aspire and enable them to do better’ and always stayed ahead fulfilling their consumers new, unmet needs.
Identifying your audience
There is a trick here. Definitely its important to understand your audience, but in todays time you need to do more work. I meet clients, who say ‘I am thinking of a new content channel which will provide intelligent content to children’ or i am a healthcare brand wanting to make booking appointments super easy’. There are several great ideas and entrepreneurs out there. Its important to microscopically observe your vast audience and build personas. Each will have a distinct need and will need a different approach and strategy.
The point here is not to get trapped in the traditional - Age, SEC classification. Instead, first think of people around you, teachers, gym co-members, colleagues, society neighbours. Are there people who you think are most likely your target audience. If yes, wonderful! They are then, actually your target group. Define them. You will get different personas.
Unless you know your audience, you will fail to effectively talk to them. Get into a room and ask what drives them, what could be their favourite things, their hang outs. What are they likely to do online and what can be offered to them that can add value to their lives. What is their unique ‘unmet' need that you could possibly fulfil. Always remember consumers only have an existing reference to make. They cannot predict how they will respond to a new concept, or articulate a new need. We know Snapchat created a radical shift in video creation with vertical videos. It realised consumers were not doing the normal thing when it came to creating videos (they held the phone vertically while talking or chatting but changed the orientation when shooting videos). Snapchat just made people record their videos in the easiest natural way and with over 10 mn vertical videos each day on Snapchat, we know it was a great shift.
The Brand essence
What is the essence of the brand that you want to build. Its values will manifest in the way your brand behaves, talks and communicates with your audience. You could be this healthcare brand or a book-reading app or a fitness product. You need to arrive at the essence of your brand.
Ask yourself, what are the adjectives your brand is most likely to be associated with. Think of things important to you, close to your heart. These possibly are the values you want your brand to be associated with too. Go deep, it will help you create a personality. You could want to be bold, edgy. Or radical, rebellious. Don’t try to be like others. Be something new, unique, something that truly resonates with what you intend to be. Defining your brand as a person, is the best outcome.
You have looked at your competitors and differentiating yourself is key to success. Be true and authentic and its okay to defy set rules. See Tinder, it says online dating should be as casual as a bar and worked on this theme. Infact MIT Media Lab recently awarded a prize for shaking up the state quo or breaking the rules called the "New Disobedience Award".
A white board with inputs from all stakeholders and then segregating the inputs is great. At the end you should have a sense of the values you want your brand to be associated with, its personality and the tone. Eventually this will also become a great brief for your designer to come up with - visual language, designs and the logo (if its not already created).
While defining the vision, discuss what your brand wants to be, its reason to exist. Arrive at one statement - the big vision that will get etched in stone, something that you will eventually want to be, several years from now. When P&G created beinggirl.com it was not to talk product, but to “illuminate" the TG’s world (the 11-14 yr old girls age segment who have their embarrassing moments, hygiene related issues etc).
Storytelling is the best way to build a bond with your audiences. Find those unique aspects about your consumers' lives and build your content around these micro moments and their life experiences. Let there be emotion, because that’s what people associate with. Good stories will lead to visibility and reach. With good visibility your brand will get share-ability.
Research is showing that our basic qualities - belonging, expression, self discovery, emotions, freedom - when used in story telling gets the best consumer connect. Remember when Nike got Nancy, a runner who came 6284th at Boston marathon and lost her job and confidence, to run again, gave her running shows and all the motivation she needed. She was no less a champion than the top runner. This is a story that stays true to Nike’s brand essence, a brand that doesn’t just sell footwear but stories of personal quest of excellence.
Storytelling comes in all forms and shapes. It is in shape of experiences related to customer care, it could be the actual product and packaging or it can be in-store experiences. How many times have we loved the Starbucks experience. They say a Starbucks store is the third place in the lives of its people, a quiet moment to gather your thoughts, a small escape. Starbucks people smile at you, making it a place that feels like a breath of fresh air.
Never forget the people you hire, your employees. Successful brands have this great desire to promote a culture that resonate with their brand. Zappos, the online shoe and clothing retailer gives a reverse reward for employees if they want to quit. It pays them money to quit if they think they aren’t fitting in.
Okay, so we are done for now. All of this needs to stay consistent. At this stage you have your brand's reason to exist and values defined. The value of your brand will get built over time, as your loyal customers grow and bond with it. The challenge is to stay on track and continue to strive to build loyalty.
Go ahead rule the world. Talk to partners who can now show you how to best use Digital, which channels to choose, what KPI’s to keep and develop smart impactful messaging. Keep up with your enthusiasm, courage, hunger and willingness to adapt to unknown situations and you will do wonders!
Written by Rajeev Sharma, Founder, Awrizon - a performance driven Digital Consultancy.
To be available in base pack of all leading MSOs and DTH players
Top 10 EPG position to ensure that viewers have the opportunity to sample the differentiated programming
Discovery JEET, the new entertainment channel from Discovery India, with meaningful content spanning biopics, historicals, crime and comedy was launched on February 12 with a reach of 140 million across India. Discovery Communication India has tied-up with leading MSOs and DTH players to ensure that Discovery JEET is available in base pack with a top 10 EPG position.
Speaking on the occasion, Vijay Rajput, SVP & Head – Affiliate Sales, Discovery Communications India, said, “We are delighted with the overwhelming support that we have received from the cable fraternity. We thank all the affiliate partners in helping us rewrite history. It is a matter of pride that Discovery JEET has launched with a reach of 140 million plus – a feat never achieved before in the annals of TV history in India.”
With Pixel 2, we wanted to build the best smartphone camera in the world. One of the ways we did that is with HDR+ technology, which helps you capture better photos in challenging lighting conditions, like scenes with both bright and shaded areas or those with dim light. This technology has always been available when you take photos from Pixel’s main camera app. Now we’re bringing it to your favorite photography, social media, and camera apps.
Today we’re turning on Pixel Visual Core for Pixel 2 users—a custom designed co-processor for Pixel 2. Using computational photography and machine learning (which powers Pixel’s HDR+ technology,) Pixel Visual Core improves image quality in apps that take photos. This means it’ll be easier to shoot and share amazing photos on Instagram, WhatsApp, and Snapchat, along with many other apps which use the Pixel 2 camera. All you need to do is take the photo and Pixel 2 will do the rest. Your photos will be bright, detailed, and clear.
Pixel Visual Core is built to do heavy-lifting image processing while using less power, which saves battery. That means we're able to use that additional computing power to improve the quality of your pictures by running the HDR+ algorithm. Like the main Pixel camera, Pixel Visual Core also runs RAISR, which means zoomed-in shots look sharper and more detailed than ever before. Plus, it has Zero Shutter Lag to capture the frame right when you press the shutter, so you can time shots perfectly. What’s also exciting is these new features are available to any app—developers can find information on Google Open Source.
These updates are rolling out over the next few days, along with other Pixel software improvements, so download the February monthly update when you see the notification.
These aren’t the only updates coming to Pixel this month. As we announced last year, our goal is to build new features for Pixel over time so your phone keeps getting better. Later this week, we’re adding new Augmented Reality (AR) Stickers themed around winter sports, so you can dress up videos and photos with freestyle skiers, twirling ice skaters, hockey players, and more. Like all AR stickers, these characters interact with both the camera and each other, creating a fun-filled way to enhance the moments you capture and share.
People tell us they come to Facebook to connect with friends. They also say they want to see news about what’s happening in the world and their local community. This month, we’ve announced changes to prioritize posts from friends and high-quality news sources. Today, we’re updating News Feed to also prioritize local news so that you can see topics that have a direct impact on you and your community and discover what’s happening in your local area.
We identify local publishers as those whose links are clicked on by readers in a tight geographic area. If a story is from a publisher in your area, and you either follow the publisher’s Page or your friend shares a story from that outlet, it might show up higher in News Feed.
To start, this change is taking effect in the US, and we plan to expand to more countries this year. You can always choose which news sources, including local or national publications, that you want to see at the top of your feed with our See First feature.
What This Means for Publishers
As we announced earlier this month, we expect the amount of news in News Feed to go down as we focus on meaningful social interactions with family and friends over passive consumption. We are prioritizing local news as a part of our emphasis on high-quality news, and with today’s update, stories from local news publishers may appear higher in News Feed for followers in publishers’ geographic areas. This change is one of the many signals that go into News Feed ranking. For more, see our Publisher Guidelines.
There are no constraints on which publishers are eligible, which means large local publishers will benefit, as well as publishers that focus on niche topics like local sports, arts and human-interest stories. That said, small news outlets may benefit from this change more than other outlets, because they tend to have a concentrated readership in one location.
This is just the beginning of our efforts to prioritize high-quality news. This update may not capture all small or niche-interest publishers at first, but we are working to improve precision and coverage over time. All of our work to reduce false news, misinformation, clickbait, sensationalism and inauthentic accounts still applies.
Our Commitment to Local News
We’ve worked closely with local publishers through the Facebook Journalism Project over the last year, visiting newsrooms around the world to provide training and support for journalists, as well as building products that work for their publications and readers. Local news publishers participated in the majority of our collaborative product tests in 2017, including support for subscriptions in Instant Articles; call-to-action units, which are prompts for readers to like a publisher’s page or sign up for an email newsletter; and a new breaking news format in News Feed.
In addition to prioritizing local news, we are also testing a dedicated section on Facebook that connects people to news and information in their community, called Today In. We are testing this in six US cities and plan to expand in the coming months.
These efforts to prioritize quality news in News Feed, including this local initiative, are a direct result of the ongoing collaboration with partners. Our goal is to show more news that connects people to their local communities, and we look forward to improving and expanding these efforts this year.
Written By Alex Hardiman, Head of News Product and Campbell Brown, Head of News Partnerships at Facebook
Take a deep breath and now let’s go back in time. Year 1999, a late evening walk in the by lanes of my colony, I was head held up high, hearing every sound, the cars, people chatting in their balconies, someone watching TV loud enough for me to hear few dialogues, old Hindi movie numbers, absorbing the nature, the sounds, the air. In 2000, due to peer pressure I purchased my first mobile handset, take a wild guess….yes. The Nokia 3310. Features, we all know. Thankfully had got a corporate plan while working in, then known as GE Capital, so the bills were somehow doable. Slowly, things around me changed and today when I look back, I am happy to have been a part of this evolution which infact is marked by a marketing revolution.
According to a recent report, the Indian Digital sector is expected to cross Rs.2000-crore mark by 2020 from Rs. 8,490 crore at present, more led by OTT and digital advertising. Currently Digital Media contributes approximately 14% of the total ad spend in the country, however by 2019 it is expected to be about a quarter of the ad expenditure.
The past quarter saw a continuation of recent audience patterns, including growth in digital video viewership overall (particularly in viewers of premium-length content), erosion of the pay TV user base and especially strong digital video adoption among young adults.
Mobile continues to overtake desktop as the preferred device for digital video viewing, but home-based viewing on connected TVs is also a big draw. Subscription video-on-demand providers are licensing their apps to as many device platforms as possible, including traditional cable boxes.
Full-length TV shows and movies dominate digital video viewing, but the legions of content creators who emerged on YouTube are also flexing their muscles and increasingly exploring social video venues.
The augment in the acceptance of digital video with thee online video audience in India expected to reach 450 million users and replacing US as the 2nd largest market behind China.
These stats are quite enterprising to believe the way digital ecosystem has evolved. I recall the times about 12 years back when Mobile inventory and terms like WAP were the new age words. One who did not know ‘WAP’ and the meaning of ‘inventory’ in context of Digital space and someone who could not pronounce it as well as we did, is someone we used to not make friends with (well that’s on a lighter note), however there has been an existential burgeoning question - how to make digital video monetization better while bringing utmost value to the client.
With over 355mm internet users, almost 40% YOY growth @27% internet penetration, India is a marketplace which no country can ignore. Also, mobile data prices in the past 2 years has dipped -48% as incumbent carriers responded to Jio’s low pricing. Broadband subscribers in India is accelerating upwards 85% with key players like Jio, Bharti Airtel Vodafone, Idea, BSNL. The OTT players are changing the game with the advent of Amazon Prime, Hotstar, Jio TV, Ozee amongst a whole bunch of players.
Now, since we have talked about some bright numbers on top, it’s time to look at the challenges that we see being faced in the evolving Digital Video space. The good part, I will not talk about the tech challenges because Technology is eroding challenges. Let’s look at some challenges in perspectives in our business marketing -
Creative brief and the Creative itself
One thing that I see has evolved in the slowest pace is a ‘brief’ and both media agencies and publishers could channelize this better. We may know what we may want, however most times we are not able to put down a proper campaign brief. The good part- it is simple. The key aspects that need to be highlighted are – End objective of the video/campaign, Key target audience, highlights of the product, timelines and the icing on the cake- measure of success. And…. being handled by a team who are cognizant of how to belt out a creative that has maximum chance to relate with the audience. That augments the video’s shelf life.
The Hawks-eye focus
Once upon a time, there used to one advertisement. Today a video advertisement may have another video advertisement waiting to be clicked. That’s okay with marketplace getting bigger and demand of inventory in the rise with programmatic making things easier and well, may be slightly difficult in terms of transparency in measurement. However, what I understand is we are not paying 100% attention to our audience today, as we used to say 15 to 20 years back. We need to stress more on our hawk’s eye focus on seamless consumer experience of a video and not only in terms of an advertisement, but a longer term connect.
Advertisers’ Demand for Inventory Outpaces Publishers’ Supply:
Premium publishers are increasing their investments in video, developing more sophisticated strategies and placing video content in more prominent locations. Publishers are also creating more vertical-oriented mobile video content, which can contribute to a more personalized consumer experience than horizontal orientation. These efforts aim to generate more quality video inventory for brand advertisers. Supplementing this content with highly contextual data will further amplify the value of the inventory.
Industry Standards and Metrics- Shaping up the Measurement
Budding nature of mobile video, as we see it - disparities exist in standards including pricing, metrics such as viewability, and what constitutes an actual video ad. Mobile video formats extend beyond pre and post-roll clips on webpages to include in-app ads, auto-play ads within newsfeeds and new formats that might emerge tomorrow. By eliminating manual direct sales and implementing programmatic strategies, publishers can increase the amount of easily measurable pricing trends and viewability metrics, which will strengthen buyer confidence.
Brand Custodian – Decide
There was a time when Brand ownership was with 2 parties – The Brand itself and it’s one lead agency that used to have the experience and history of building that brand. The sub-challenge here is people are meaning to pay for idea generation from multiple houses. With the collaborative approach, more expertise and content houses that ever, is it confusing the Brand? I believe there is still time where Brand decides on this clearly. We need someone who can evangelize the Brand in it’s core essence and that itself helps churn out –‘in the box’ ideas. I anyway do not understand why people talk about ‘out of the box’!
Before we end, let’s do a quick look at on the type of formats in video advertising. Thought it may help do a quick 15 second refresher so that we can realign our thoughts to think on the lines of ‘Experience’ being the new King, ‘Customer Journey’ being the new Queen and ‘Video’ being the ‘Wazir’ of the new Digital movement. Play it well!
According to the IAB, In-stream is a larger category that includes both non- Linear Video Ads and Linear Video Ads.
Linear- Pre-roll, Post-roll, Mid-roll, Interactive video
Non-Linear- Overlay Video Ads, Non-Overlay Video Ads, Companion Ads, In-Banner Video Ads, In-page Video Ads, In-text Video Ads and Connected TV video ads.
I believe in the next couple of years Connected TV video ads will be the one the industry will be focussing more on. What excites me about this format is that Ads in this category can be pre-app, as in they play while the app is loading, or in-app, as in they play like more traditional online video overlays or in-streams like pre-, mid-, and post-roll. Some connected TV ads will display right in an app store or menu and they can then be expanded to full screen takeover. Some connected TV ads will offer more information about the specific program being watched. Other formats include interstitial (in between channel changes, program loading, etc) and interactive search results page ads. Connected TV ads will probably take shape a lot like online video ads have done but work more toward enhancing the viewer’s experience by offering more relevant information and ads pertaining to the content being viewed.
Written by Ankoor Dasguupta,Vice President for Marketing, Events and Brand Solutions at SHEROES.