BRAND POWER THRIVING IN DIGITAL ERA

“BRAND POWER” THRIVING IN DIGITAL ERA: A write up which I dug from old files of February 2007

Date: 27.02.07.

The media and telecom industries are moving at broadband speeds toward interactive, on demand and personalized media experiences, enabling them to offer a wide range of ubiquitous communication and content services while consumers benefit from unprecedented media choices and control of their media consumption habits.

Now, the widespread adoption of IP voice and data services is enabling a new business paradigm: converged services, including voice, video and data offerings across multiple channels. Customer’s demand for IPTV, video on demand and other new services began to skyrocket, and it has enabled the telecom companies to enter the world of “triple play”—integrated telephone, television and broadband offerings. Role GPRS technology will also play a vital role in future of media. […]

YouTube Popularity and Brands

YouTube Popularity and Brands: One of my friend today asked on his Facebook page – “YouTube has huge popularity in India but does it meets requirements of brands?”

Yes, that’s right that YouTube is very popular in India but the truth is that brands (or rather marketers) has yet not started using it for their advantages. I have asked plenty numbers of FMCG Marketers in last 1 and half years on their opinion about usage of You Tube. Most of the marketers never came up with thought of owning brand centric or around it, video content.

Sadly and surprisingly most of the marketers I met, sees the YouTube as TV, where in they are able to control brand content and also continue with their disruptive TV like advertising by inserting on the the whatever content their target user watching.

Also, almost all the marketers are still very nervous on user generated content both in form of text and video. And idea of user generated video or text content doesn’t appeal to them and they are too concerned about negative content or word of mouth around the brands and not willing to show enough boldness to face “Consumer is King” era. […]

Ten Questions CMOs still faces in going Digital

Challenges of a Chief Marketing Officer:

  1. First and foremost is that a CMO (Chief Marketing Officer) or marketer feels exposed on Digital. Their fear is that on Digital, they are not in control and it’s a free way for consumers.
  2. Most of the CMOs/ marketers fail to understand that how they can go beyond product story? Also they are not sure that how they can talk about the brand?
  3. CMOs fear that’s Digital is a crowded place and not sure about where their brand will stand in limited period while consumer is online?
  4. And since web is crowded place, how I can make presence of my brand be relevant to my TG (Target Audience)?
  5. Most of Marketers are yet not sure on how they can engage their consumers?
  6. Since I am not in control, I am not sure where my brand will land in case of negative word around it?
  7. Ah.. I don’t have eco-system ready for Digital? […]

FB Offers can be a game changer

Article published on exchange4media.com on 25th Sept 2012.

FB Offers can be a game changer: I have been working hard last two years to put the pieces together in the space of deal/ product promotion. I always wanted to empower the retailers to have a direct relationship with consumers without any mediators such as GroupOn, Snap Deals or deal agents.

Considering the same, I aligned myself with a mobile start-up and helped them design a mobile application which was all-in-one; i.e. retailers could upload deals and photo of products, target consumer based on geographic location, offer mobile bar code coupon and have control on deal quantity and period.

But the biggest challenge was to gather the deals and make people download a mobile app for deals. […]

Your Facebook Page will never Succeed untill…

Each business is talking Social Media and specially Facebook. Each business has or wanting to have a Facebook Page for their business. Each one of them is spending energy and money to make people press the LIKE button on their Business page or to engage their customers. But in spite that everyday millions of people are using Facebook, there aren’t many successful case studied for businesses.

When it comes to successful case studies, why only few are referred as success model? Why Facebook business pages are most talked about the campaign promotion and not business success? What are the missing links in the game of promoting businesses on Facebook and creating direct impact on revenue generations using Facebook Business Page promotions?

Why businesses remains in experimental mode on Facebook and though those are hopeful but are not happy with the outcome they are being able to generate using the Facebook so far? […]

Facebook Traffic Decreasing

Facebook Traffic Decreasing: All brands have migrated to newly introduces Timeline format of  Page now. But this policy change came to many brand as huge drop in reach or views of their Facebook pages.

The drop has mainly come because new timeline has started counting the visitors differently. Earlier whenever any person was used to visit your Facebook page each visit was counted as UNIQUE visit. But with new timeline if a visitor visits hundred times your page in 12 hours its counted as 1 visit. This is the prime reason for sudden fall in traffic on Facebook page.

Brands are experiencing 30% to 50% drop in traffic reports of their Facebook page since they had shifted to new timeline of Facebook. This drop is mainly in weekly post views of every brand page on Facebook and drop in participation levels. […]