Let’s start by saying - Understanding the approach and steps a customer takes before getting converted can be just as valuable to marketers as the sale itself. Attribution models basically assign credit to touchpoints in the customer journey, is now becoming more complex than ever. Maybe it is time to go back to the white board and uncomplicate, starting with first indulging ourselves in how we envisage immersive consumer experiences.
Good news – the game must keep changing for the spirit of it and guess what, it is changing making show even more exciting.
Broadly, Mobile (both handsets and internet) have changed the game and now Artificial Intelligence, Predictive Science coupled with Video, Voice is gradually disrupting a lot of verticals. 4G data usage grew by 144% in 2017! So, imagine what 5G can do. Fire!
‘Make in India’ has provided the right impetus to the mobile manufacturing in the country. Approximately, 65%19 of phones sold in India are now assembled in India.
Internet user is still is a male dominated in India. Estimated 143 million female internet users in India which is about 30% of the total internet users. Among the rural internet users, the ratio between male to female internet users is 64:36 . The proportion of internet users by gender in rural India has seen much change over last year with internet users among females growing steadily.
Community Building and a New Internet for Women being powered by platform and initiatives such as SHEROES is making it happen for a women-only constructive space which is driven by ‘Empathy’ and ‘Trust’ which is building not only something social but something which is formed by emotion and real stories with powerful narratives.
The Telecom ecosystem in India changed by Reliance Jio by adding 200+ million new mobile subscribers, shaping it’s vision of Internet for Every Indian. 4G in India becoming mainstream, on both network and smartphone tech adoption, it completely dominated the market. 4G featurephone is an innovation that will take the Indian market by the tempest. Lower data cost caused massive growth in data consumption via mobile devices. Gaming, OTT Video and Digital Audio platforms became the ﬂag bearers of increasing data traffic. India saw the launch of big OTT platforms in the last 2 years (Netﬂix, Amazon Prime, Hotstar, Voot, Zee5, Sony Liv, Wynk, ALT Balaji). With the growing OTT consumption, the vernacular content users is anticipated to grow by 5x folds by 2020 that English content users.
The MMA Mobile Marketing Ecosystem Reports states - India ahead of China and expected to add over 200 Mn new subscribers by 2020. 20% of the total mobile subscribers globally, now reside in India. By 2020, 27% of new subscribers added globally will be from India - making India the largest contributor globally to the mobile economy, placing India signiﬁcantly ahead of other emerging economies such as Indonesia and Brazil, who contribute to less than 5% of new subscriber growth.
India continues to be the fastest growing mobile internet economy in the world. Worldwide mobile internet users grew by 9.2% in 2017, while India grew at over double the rate at 22%. The pace of growth in mobile internet users puts India ahead of the other two major economies, China and the US, which saw a growth rate of 5.4% and 6.2% respectively. India’s growing millennial population and it being a developing country are the main reasons behind the mobile growth.
Looking at the recent research by Buzzoka, some stunning facts on how Influencer marketing is creating a paradigm shift which seems to be changing the game of advertising.
69% brands spend $50,000 per year on Influencer campaign, however 27% brand goes ahead and spends $1,00,000 per year. Instagram leads as the primary choice of brands and 77% brands see it as a huge potential. This is followed by Facebook at 54%. YouTube as a platform has seen a huge rise in Influencer Marketing due to higher consumption of videos. Over 50% brand custodians considered branding and reach as their primary objective to use influencer marketing. 88% brand custodians felt that influencer marketing has the potential to drive engagement & reach. 33% brand custodians consider content quality as a key proposition before finalizing Influencer for campaigns .88% brands feel Common people plays important role in the Influencer Marketing Ecosystem.
Learnings - LOVE (Lenovo. Oppo, Vivo, Xiaomi) v/s MILK (Micromax, Intex, Lava, Karbonn) as popularly known for Chinese Vs Indian brands. LOVE brands have been mono-channel brands, offering great value for money with aggressive marketing. The success in the transition to Omni-channel would be a key factor for them to maintain their standing in the market. MILK brands as we observe, have not been able to support a consumer’s journey in the way it is required.
After all this good news, it may be good to recognize that everything mentioned above is in some way or the other related to mapping the Consumer Behaviour and which has not been easy for mar-tech and ad-tech space.
Our ‘Wants’ (unlike needs) are juxtaposed with ‘Intent’. The inter-disciplinary social science with a disproportionate blend of psychology, sociology, ethnography, behavioural economics is what marketing is continually trying to solve. Sometimes we solve and sometimes we learn.
Specifically talking about the Indian diaspora, so many characteristics amalgamating into high volumes of data. Considering just the behavioural variables such as loyalty, usage, brand advocacy, personas, lifestyles- perhaps the key questions to ask is what should be the Brand investigation methodology into understanding few things deeper not only in terms of analytics but first ourselves wearing the Consumer hat -
(a) Horizon - can we predict a specific disruption to the effect that we are also able to predict how it may change or impact existing consumer phenomenon?
(b) Our Product behaviour – the certain way that our product communicates with the audience and the need to predict the stimulus & response for the next set of internet users
(c) Brand journey-How do we envisage our Brand journey to be vis-à-vis what it is looking like at present?
(d) Is our CRM being utilized optimally to its full potential?
(e) Should we bring in ‘Trust’ in monetization, say, build a model like Cost Per Trusted?
(f) Are too may jargons complicating the space?
(g) Are we collaborating in the way we should be?
(h) Is entrepreneurship is becoming for the sake of it – do we need to double check deeper and larger vision for a socio-economic impact?
(i) Are we adopting new technologies that have the power to Revolutionize?
Also, as industry stakeholders, I believe it is high time that we would want to ponder around the value and potential impact of ‘user engagement’ as a key campaign model. This may uncomplicate attribution projecting a more real picture while sampling a good and relevant size of the market. Today, the term ‘marketing’ is bifurcated into so many different stakeholders- Digital, Non-Digital etc. What the market needs today is deeper collaboration in terms of understanding jargons. Cross, Multi and Omni channel – can we forget this for a while and simply specify the ask to ourselves?
What we need is probably one data analytics platform which has the potential to simplify the game- one platform that is able to belt out a customized dashboard for what happens for a brand, product wise breakup of what is happening across Television, Digital & Outdoor. That level of collaboration will make this easier.
Coming to simplifying- as we are aware– Consumer Experience which is a direct derivative of how we understand and translate our efforts towards a unified decision making in terms of attribution.
The challenge - as marketers invest in more channels and digital mediums, getting a unified view of a customer’s journey is only getting harder. This seems to be become ever more complicated by increased investments in influencer marketing and Amazon where there are significant challenges in creating unified IDs.
Chris Mechanic, CEO & Co-Founder of digital agency Webmechanix, says. “Any attribution model is going to be messy. Find one that makes some degree of sense and stick with it. Whether it’s first touch, last touch or blended, the really important thing is getting everybody in a team to buy into it and then stick with that over time.”
The convergence of data across platforms and the ability to understand interactions that occur across channels in both an impression and click capacity, given the increasing fragmentation of platforms and the types of media that marketers have available to them, attribution has never been more important from a marketing measurement perspective. Be it Last-click, First click, Linear, U-Shaped, Time decay, Algorithmic or Custom attribution, I believe it is time to more tightly embrace Trust, Empathy, Transparency and Data Privacy and make it the pedestal for our workings making it easier for our us in navigating the consumer journey.
Written by Ankoor Dasguupta, Vice President- Brands, Marketing & Special Projects at SHEROES.
49 Indian, 18 American, 6 South Korean, 6 Japanese & 2 Chinese brands make it to top 100 Most Attractive list
The 1000 brands listed in the report are from 34 Super-Categories and 286 Categories
India’s Most Attractive Brands Report 2018 (MAB 2018), in its fifth edition, has listed the country’s Most Attractive 1000 brands, based on TRA’s proprietary model of Brand Attractiveness. The study is an annual syndicated primary research conducted with 2500 consumer-influencers across 16 Indian cities. Leading the list, India’s Most Attractive Brand is Samsung, the Korean mobile phone manufacturer, which also inaugurated the world’s largest mobile phone factory in Noida earlier this year. TRA Research has been scientifically measuring Buying Propensity through its’ proprietary matrices of Brand Trust and Brand Attractiveness since 2010.
Tata Motors, which has shown very good market performance recently, is ranked 2nd All-India, with a phenomenal jump from 181st rank last year. Apple iPhone, ranked 3rd this year All-India having jumped up from 92nd rank in 2017. Reliance Jio, the three-year old disrupter telecom brand and already the third largest mobile phone network in India, ranks 3rd among India’s Most Attractive Brands and tops the Mobile Telephony Category unseating last year’s leader, Airtel. Maruti Suzuki is ranked the 5th Most Attractive brand in India, up two ranks over last year. The next five ranks among the top ten are Samsung (Consumer Electronics) at 6th, Dell (Laptops) at 7th, SBI (Bank – PSU) at 8th, Nike (Sportswear) at 9th and Honda (Four-Wheeler) at 10th.
“Attractiveness or Desire can be defined as the response to a sense of longing for anything - a product, brand, person or an outcome. When brands score high on TRA’s Brand Attractiveness research, they have successfully created similar subconscious pull. Such brands have intense magnetic power over the consumers. It is extremely gratifying to see that Indian brands have the maximum presence among the top 100”, said N. Chandramouli, CEO, TRA Research on the launch of the report. He expanded that 49 Indian, 18 American, 6 South Korean, 6 Japanese & 2 Chinese brands made it to top 100 Most Attractive list.
Chandramouli further added, “Categories of Gadgetry, Mobile Services, Automobiles and Consumer Electronics have the largest average Attractiveness Index this year. All these Categories are highly driven by individual personalities and this shows a rise in the Self-Awareness – a growing sense of Purpose and Social-Worth of the Indian consumer.”
The report lists 286 Categories under 34 Super-Categories. The other Category leaders in this report are Levi’s (Casualwear), Biba (Ethnicwear-Women), Siyaram (Fabrics), Allen Solly (Formalwear), MRF (Tyres), ICICI Bank (Bank-Private), SBI (Bank-PSU), HSBC (Bank-Foreign), Visa (Credit /Debit card), Fastrack (Branded Fashion), Gucci (Luxury Fashion), Kenstar (Consumer Appliances), Samsung (Consumer Electronics), Symphony (Air Coolers), LG (Refrigerators), Samsung (Washing Machines), Philips (Lighting), Odonil (Air Fresheners), Himalaya (Baby Products), Nippo (Batteries), Coca-Cola (Aerated Beverages), Kit Kat (Chocolate Bar), Canon (Cameras), Patanjali (Ayurvedic Products), Moov (Pain Balm), Prestige (Cookware), Roca (Bath Fixtures/Sanitaryware), Taj Hotels (Hotels – Premium), Google (Internet Search), Amazon (Online Retail), Ola (Taxi Aggregation), ACC (Cement), Hero (Cycles), Nike (Sportswear), Titan (Watches), DLF (Real Estate), FBB (Fashion Retail), Nataraj (Writing Accessories), Dell (Laptops), Hewlett Packard (Personal Technology) and Jet Airways (Airline – Private).
RED FM, India’s leading FM radio network launched Channel no 935, a new age, on air property with RJ Akriti earlier this year.
RJ Akriti has been churning enthralling content from the TV and digital world getting a phenomenal response from the listeners.
As an additional treat for the listeners, Channel no 935 will now become the destination for daily Bigg Boss rants. With, 2017 winner Shilpa Shinde hosting this segment, she will provide inside expertise on your favourite contestants. Popular for her motherly role in the house, Shilpa will now decode the strategy of Karanvir Bohra, Sreesanth, Jasleen and all others currently creating an entertaining ruckus in the house. Shilpa will discuss the juicy controversies, new developments in the house and predict eliminations. The fans get a chance to discuss this with Shilpa through caller interactions.
Commenting on her new role as a host on a radio station Shilpa Shinde says “I’m super excited to host a show for the first time ever on a radio channel and what better than RED FM which is synonymous with ‘Bajaate Raho’. Watching these contestants is almost like reliving the entire experience of the house and Bigg Boss’ voice now gives me goose bumps. While this year has contestants with different personalities, their game strategy is extremely similar. Currently Sreesanth is my favourite contestant and I would like to see him win. Yes, the house is full of controversies and fights but it’s also full of fun and madness.”
Fans across Mumbai, Ahmedabad, Surat and Rajkot need to get all geared up for their weekly dose of Bigg Boss turbulence report every Friday on RED FM.
Walk into any coffee shop during ‘office’ hours and try to find an open table. You will likely have to wait, unless you are very lucky. Coffee shops, swanky hotels, and other public places have become the favourite office of freelancers, gig workers, and side-hustlers.
This growing cohort of professionals has broken away from the codes and constraints of traditional corporate life. It is also now part of the gig economy, a way of working in which people have temporary jobs or do separate pieces of work rather than working for an employer.
Today, millions of people are either autonomously working for a salary or legitimately working as their own enterprise. Indeed, 94 percent of all net new jobs created over the past 10 years have been freelance or part-time. Overall, independent contractors now account for more than a third of the U.S workforce.
THE CHANGING DEFINITION OF WORK: FREELANCIA STANDS FOR FREEDOM AND FULFILLMENT
In a reflection on the future of work and society, The International Labor Organization underscored the changing values and definitions of work. Although most people work to live, it said, they are also driven by strong cultural and psychological norms and ultimately need to engage in meaningful life projects. Work can be a means of survival for some and a lifestyle choice for others. To that end, freelancers often tout their worklife balance, the freedom to choose the projects they work on, and the fulfillment derived from constantly learning new skills and meeting new people. Companies of all sizes hire freelancers for their skills, reputation, and (maybe most importantly) flexibility.
With flexibility comes precariousness. Freelancers are constantly on the hunt for their next project, spending time, money, and efforts marketing themselves without knowing for sure if and when they will secure their next gig. Also, platforms that facilitate the gig-economy such as Uber, Fiverr, and Upwork often charge steep commissions in return for the work they bring to their freelance members. Finally, there are many more freelancers available for hire than there are projects, which tends to drive market prices (and therefore freelancers’ income) down.
In sum, Freelancia does not necessarily lead to fame and fortune, but it does fulfill a central tenet of the American Dream: being your own boss.
FREELANCIA NEEDS TO BELONG
Working freelance can be lonely. Just like all of us, freelancers long for interaction with other humans and want to belong to a tribe of like-minded people.
Working from a coffee shop is not inexpensive, but it offers some scenery. Paying $300 a month to a shared workplace for a “hot desk” is about $299 more expensive than working from one’s kitchen table. WeWork and other shared workspaces offer way more than office space, free beer, and logistical support. They foster communities of entrepreneurs, creators, and venture capitalists. Each WeWork location also employs a community manager who sets up events such as book clubs, wine tastings, ping-pong tournaments, and mediation classes. There is even a WeWork bootcamp held every summer in the Adirondacks, to inspire ‘members’ (not tenants) and employees alike.
HOW BRANDS CAN HARNESS THE POWER OF FREELANCIA
Although self-employment used to be disreputable and brought to mind the cliché of people working in their pajamas, freelancers now present a real opportunity for brands to acquire new clients and recruit talent. Here are three recommendations for brands looking to harness the power of Freelancia:
Freelancia is a mindset, not a demographic. Brands that wish to target Freelancia must reach gig workers with messages that align with their mindset of freedom, and fulfillment. They must also create useful and inspirational content that supports their brand’s mission, along with carefully-targeted media placement.
Address Freelancia’s functional and emotional pain points. To attract Freelancia, brands should try to address the functional and emotional pain points. This might be done by:
Developing offerings that simplify Freelancia’s day-to-day life and align with independent, always-on-the-go lifestyles. Brands can do this by reflecting on offerings that are readily available to office workers (such as connectivity, shipping, and health and wellness) and adapting them for Freelancia.
Offering a feeling of community and belonging. Despite all the scalable technology and global collaboration, we all find comfort in proximity and human interactions. Enable Freelancia to meet the freelancer next door.
Attract talent. Cloud computing, video conferencing, and other advanced technologies enable seamless collaboration between freelancers and their clients, giving brands access to talent across the globe. Dabble into Freelancia by commissioning small projects first, such as a sales deck or a micro-site design. Get to know your freelancers over time and identify other areas in which they could support your organization. Remember that freelancers are talented and dependable individuals, regardless of what they wear to work.
The bottom line is that Freelancia is here as both a cultural and economic force. It’s attractive to the kinds of talented and motivated people who are increasingly scarce in the fulltime world. Brands that can find ways to nurture and collaborate with Freelancia will find a flexible workforce that’s ready to help in almost any way needed.
Written by Dr. Emmanuel Probst Vice President, Media & Content Kantar Insights
Apart from winning the award in India, TikTok also received the award in the same category in Australia, Brazil, Canada, France, Germany, Hong Kong, Indonesia, Japan, Korea, MENA, Mexico, Russia, Taiwan, Thailand, Turkey, UK and the U.S. It was also named ‘Best App’ in Indonesia this year.
The Google Play Best of 2018 award is a nod to the best and most popular apps of the year. With its easy-to-use tools for creating and sharing short videos directly from the smartphone, interactive features and an intelligent discovery system, TikTok has become extremely popular around the world.
2018 marks a year of rapid growth and significant milestones for TikTok. In August, it was announced that TikTok and musical.ly would unite to create a new global app, becoming the world’s number one go-to destination for short-form video content creation and interaction, by empowering people to capture and share moments that matter in their lives. Most recently in October, TikTok became the number one downloaded app in the U.S. on both the Apple and Android App Stores, according to data from Sensor Tower.