Category Archives: Mobile Advertising

The State.com Review!

India is an opinionated country. We have an opinion on everything, from Narendra Modi to Smriti Irani to Chetan Bhagat to Salman Rushdie.

It does not matter what our pretensions are or our qualifications are, it is like our second nature to offer opinions and also make judgments. So when this becomes a part of your ideal situation in minimal words and a choice at that, it becomes interesting.

I came across State.com a few days ago recommended via Bloggadda.com. It was a refreshing site to me at first sight. It had only one thing I was asked to do – well State whatever I was about to state, if it explains literally. and a quick popup is the only way to interact makes it a very easy to do that. It also had a set of already existing opinions to choose and that would be easy to think. In case I wanted something new, I can always add that word.

That’s my home page on State

Suddenly it dawned on me that a word is so powerful that you dont need sentences to be opinionated about things around you. So it was a fascinating journey and I think I started off searching topics that would be interesting to me. It was evident that it was US content led but that didn’t stop me from identifying Rajinikanth or Narendra Modi or start a new topic Narendra Damodardas Modi – the Prime Minister of India.

I believe it would take some time for us to identify those topics across categories especially when we are logging in from India. The topics on the front page except the Information tech part would be totally different. The cricket is THE sports profile in India and may be the FIFA will take over here for the season in India.

I would prefer customization of the home page by geo targetting so that I get the best of what I am interested in from India and that adds to my participation more than search and state opnions  as I am doing it right now.

But the intent and the user interface makes it a breeze to use.  Really liked the user interface and the trends on the side bar and a refreshing the same with the click. You could invite all your friends to check out via social – fb, twitter…

Then you have tuning into the topic as well as people tuning to you to track you on what you are stating. That’s a nice way to keep track and following interesting people.

The sentiment on the topic will tell you what the world thinks quite a revealing stuff this with single one words that will stump you sometimes and you would quite be understanding.

So you wana try this state-ment  of yours, do login at state. Its easy to login with social handles and also you could publish everything from state.com to all your social media timelines.

As you can see from the video, this might be the one you were looking for, may be give it a try and for all you know you might get addicted.

So my experiences has been that people do answer your opinion and say they agree or sometimes they dont, yeah we live in a democratic country ! I think I will use it more if I get more of localised content in here on the home page.

A good attempt to make opinions heard the rightway. The next time if someone asks you what good is your opinion tell them to State it on State.com

From the digital marketing perspective, I see a big window for brands to do native advertising here on this site in a few days from now. Its quite an opportunity for brands to check what the sentiment is all about. It could come from a PR point of view and then the consumers would choose some adept words to describe it. Imagine brands being described in three definite words! Way to go possibly!

A great and a simple to use site should be rocking in some time in this part of the world.

This review is a part of the product review programme by Blogadda.com about State.

Senthilkumar

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Nokia introduces android based Nokia X at an affordable 8599/-

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Nokia X running Android™ apps launches in India

New Delhi: Monday, March 10, 2014 – Nokia today announced that the Nokia X, part of the new Nokia X family of affordable smartphones that run Android™ apps, will begin selling in India. The new Nokia X family that includes Nokia X, Nokia X+ and Nokia XL is the perfect introduction to the world of Android apps, coupled with signature Nokia experiences, and the most popular Microsoft services.

“India is one of the fastest growing markets for smart phones in the world. With the launch of Nokia X, we are adding more ammunition to our smartphone portfolio. We believe Nokia X is a unique combination of Nokia quality and experiences, Microsoft services and Android™ apps. It will resonate with consumers and set a great precedent for the level of quality that can be achieved in the fast-growing, affordable smartphone segment.” Said Mr. P Balaji, Managing Director, Nokia India.

Nokia X comes with Fastlane, a screen which lets people switch between their favorite apps more smoothly. People can access curated, quality-tested apps from Nokia Store, more than a dozen third-party app stores and by side loading. All devices are also pre-loaded with a variety of very popular third-party apps and games such as BBM, Twitter, Facebook, Plants Vs. Zombies, etc.

Commenting on the opportunity Nokia X family offers to developers, Mr. Nami Zarringhalam, Co-Founder and Chief Strategy Officer, Truecaller said, “Truecaller is at a very exciting juncture and it gives us immense pleasure to be associated with Nokia, which has been a preferred brand for many users over decades. Our alliance with Nokia alongside the X Series launch has helped us reach a broader audience.”

Out of the box, consumers can enjoy signature Nokia experiences including free HERE Maps, with true offline maps and integrated turn-by-turn navigation, and Nokia MixRadio for free music streaming and downloadable playlists. The Nokia X is also an affordable introduction to popular Microsoft services, including 7GB free cloud storage using OneDrive and additional 3GB if consumers enable camera back up.

Nokia X: an affordable introduction to the X family
The first offering is the Nokia X, a beautifully crafted smartphone with Nokia’s signature design approach and bold, bright colours. At only 10.4mm thin, the slim, durable monobody design features a 4” scratch-proof display and exchangeable back covers that come in a variety of statement colours. Inside, the device runs on the Nokia X Software Platform and is powered by a1Ghz dual core Qualcomm Snapdragon processor.

The Nokia X features two screens: home, which features a fresh, tile-based design and Fastlane. Fastlane is a dynamic record of how people use their phone, day by day, moment by moment. It captures everything people love: they need only to swipe once from the home screen to access Fastlane, see a record of recent activity, and switch between their favourite apps, smoothly. Fastlane has been completely re-imagined for the Nokia X family. People can return a missed call by calling or texting, accept or decline calendar invitations, or control the music player – all from within the Fastlane view. Fastlane is also more customizable and social-friendly than ever. People can select what appears on their Fastlane feed, read notifications from their social networks and update their status from within Fastlane, making the experience even more productive.
Product specifications and availability
The dual SIM Nokia X will be available from today in India starting at Rs. 8599 MOP. Additional specifications for the Nokia X:
• 4’’ capacitive touchscreen
• 1 GHz Qualcomm Snapdragon Dual Core Processor
• 512MB RAM
• 3MP camera
• Dual SIM
• Up to 32GB expandable memory
• 1500 mAH battery
• Satellite GPS
• Accelerometer
• Available colours: Bright Green, Bright Red, Cyan, Yellow, Black and White

Await a review of the same.

Senthilkumar Rajappan

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The Mobile first companies are the future…#FBbuyswhatsapp

When we woke up to the fantastic news of FB buying out Whatsapp for an incredible US$ 19 Billion, it was an inevitable moment waiting to happen ever since the Instagram buyout by Facebook last year if you ask me.

It was a big day where everyone including me made comments on the valuations and how the pricing could have been better and there were questions if it was worth the price et al.

It was also interesting to see how it was a classic rags to riches story of the founders. A wonderful reading of these two pieces here and here would reveal the  The ideal situation as I read is how the founders stuck to basics and that’s what is missing in our way of looking at things.  The best part for me is how could an app with over 450 Million active users say NO to advertising. Going by the blog from Sequoia  it has been different right from the start. Sample this…

From the moment they opened the doors of WhatsApp, Jan and Brian wanted a different kind of company. While others sought attention, Jan and Brian shunned the spotlight, refusing even to hang a sign outside the WhatsApp offices in Mountain View. As competitors promoted games and rushed to build platforms, Jan and Brian remained devoted to a clean, lightning fast communications service that works flawlessly.

As we fret over the price that FB paid it is becoming increasingly clear that FB is driving around without a clear cut mobile or mobile first strategy. As more and more platforms come into vogue and the interest begins to fade in FB, it will be interesting to see how they will restructure Facebook to make it relevant or spruce up the offering they have in Instagram and Whatsapp.

As I keep reading loads and loads on the acquisition, one things comes clear that you need to build a  no nonsense product and get the users hooked. The rest as they is history.

Two more aspects that the twitterati and the people world over loved is the fact that Brian was rejected by Facebook and twitter for employment. These I reckon are hard times for HR especially on how it could have changed the whole scenario.

The other aspect is that of No PR, it is everyone’s attempt these days that you need to be a part of the PR machinery but in this case of Whatsapp its been the other way round, the founders not even willing to meet up VCs lining up their office. Oh btw the office had no sign board literally. Sounds pretty cool detached as in the vedic way!

Back home we have the same template which played out in New Delhi elections, someone from the ruling party had mentioned this, had they passed the Jan Lok Pal, there would not have been IAC or AAP. I do think only similarity ends just up there.

It goes without saying that the mobile first is the way to go especially if you are trying to solve a pain point in the days to come.

Before I end I think this image will remain in memory for long…

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Senthilkumar

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I voted for India – #voteforIndia

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Rahul changed his WeChat status to “Voted today, feeling proud! Have you?” He changed his profile pic with an image of his finger with the ink – a specialty dye that will take some time to go off.

Its been a nice day, and it was a nice feeling to be a part of nation building, he knew he has done his duty in right earnest, but there still remains miles to go for our nation as a whole – he thought.

A few minutes later his friends also buzzed on WeChat with updates and statuses.

A look at some of them and Rahul was feeling happy.

“A long line of people to vote” , ”Another 10 min to Polling station”, ”The candidate looks pretty”, and one more caught his eye – “The President is voting in my booth, and he is waiting for his turn”

How nice Rahul thought, and as he sat on his veranda overlooking the study, he could hear the television anchors going berserk on the voting and long queues at all the polling stations their reporters are visiting.

The last few days have been very incidental for Rahul and his friends or rather the people of his age. They have been vowed, courted and prayed for their support. There has been FB Page invites, Twitter pushes, Voice recording messages on phone and apps. Infact one party had an app to help him register his voter id, get his name located and showed up the way to his voting booth.

It also urged the users to disseminate information as much as possible. There was a referral program to get the friends their voting rights and the card whichever would help people vote.

The app was also a ready reckoner in a sense giving the details of the candidate, with his past history in terms of governance, and any criminal record would show in big icons. It was a big help they could get the candidate’s details especially when you get into a constituency.

There was also a lot of voice messages on WeChat from candidates and they were also offering themselves to be on a Q&A everyday in the evening.

The best was the message from the Election Commission to vote fair and free on the day of voting. It has been one of the best of the democracy at work. A new paradigm has been created in reaching out to the new voters online. Absolutely the social media has been at play.

Rahul was happy that he was a part of such a historic exercise and the generations to come will for sure have this election scripted in the history for the simple reason that social media and the internet made an impact for the better.

As the day wound, the statuses had become a unitary one “I voted!” It was not an individual’s vote but a #voteforIndia!

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ComScore’s India’s Online Display Ad Landscape

A young and upwardly mobile population with growing income levels and increasing online penetration makes India a very lucrative online market. In line with this trend online advertising has seen a very healthy growth pattern in the last few years. Just in the last passed quarter more than 96 billion ad impressions were delivered across India’s websites.

From ComScore

Have a look at this infographic, pretty interesting insights…

 

India’s Online Display Ad Landscape

”India’s

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ad:tech New Delhi announces Master Class – assess and increase your organisation’s digital fitness

New Delhi, 21 January 2013: As excitement builds for the third India edition of the world’s #1 digital marketing event, ad:tech New Delhi 2013, the event promises to offer oodles of networking opportunities coupled with fresh insights and new learning for experienced and novice digital professionals alike. Being organized by NetworkPlay in partnership with dmg::events, the event will feature one entire day of hardcore, on-hands learning sessions during the pre-conference master class on February 20.

Says Rammohan Sundaram, event chairman for ad:tech New Delhi 2013, “Brand leadership has never been more vulnerable – digital empowers start-ups to grow and become overnight stars and to compete with global biggies at a blink. The challenge today is to find the right consumer and make the right offer at the right time through the right channel, and you are a winner if you can do that effectively, no matter whether you are big or small. With digital being the centerpiece of the entire ecosystem, rapid innovation means you need to keep learning and discovering constantly to stay relevant. We introduced Master Classes for the first time last year and received an overwhelming response and very good feedback from participants. I still vividly remember how the full day was oversubscribed and we had to put extra seats to manage the overflow. We’re happy to be partnering again with iProspect Communicate2 to bring yet another dedicated learning session where you can expect not just to skim the surface but simplify fancy jargons and seek answers to the most intriguing how’s, when’s and why’s in digital. An organization’s growth is defined today by its digital fitness, and the Master Class is like the dose of DHA in your dietary supplement.”

Vivek Bhargava, Managing Director, iProspect Communicate2, the knowledge partner for the Master Class, says, “Digital is no longer limited to the confines of the marketing function, but has today become an all-pervasive catalyst and multiplier to achieve organizational goals. Increasingly, search engines are emerging as the database of intent and social media as database of action. Organic search is fast evolving where the world is moving from just optimizing websites to optimizing their entire web presence. Content creation is now seen as a means to reduce cost of paid media and drive superior engagements. Whatever you knew till last year may not be as relevant today – and in our busy schedules, it becomes imperative to spare sometime to keep oneself abreast to cope with the volatile dynamics of a digital life. In this action-packed day, delegates will learn to use digital strategies not only to understand consumer behavior but also predict trends and leverage social media listening for better customer service.”

The Master class will focus on seven key sections, each dealing with a particular aspect of achieving a specific business objective. The workshop will include modules on key topics such as Customer Acquisition, Brand Building, Information Dissemination, Cross Selling and Upselling through Community Creation, ORM and Customer Service through Social Media Listening together with using Search and Social Analytics to understand and predict consumer behavior.

The registration fee for Search and Social Master Class at ad:tech New Delhi 2013 is INR 8,999 per person, while a group booking for three people is for INR 23,997. However, as an advance booking offer, delegates can register for the Master Class for just INR 6,999 per person and INR 17,997 per group of three till January 31. Details of this and other packages are available on the registration page for ad:tech New Delhi 2013.

For the first time, ad:tech New Delhi 2013 will feature an all-women keynote. The last 2 editions had over 3000 professionals from the digital media, marketing and technology domains come together to network, share and learn. ad:tech New Delhi 2013 promises to be bigger and bolder than ever, and will feature a conference, exhibition, innovation zone, workshops, and special networking events.

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Lessons and learnings from ad:tech New Delhi Part – 3

The day 2 at ad:tech was another day of learning and also involved great discussions on Social Commerce and presentations on metrics with special reference to Social Media. There was a track on Spotlight, one on Mobile marketing and ofcourse on Search too.

The first keynote of the day was that of Pete Blackshaw, Global Head of Digital Marketing and Social Media, Nestle.

Prior to his being on stage, we were treated to a wonderful walk through of the last day’s events and learnings and even a look at the exhibition area by our Brad Berens who incidentally has become a rage for his special Good Morning New Delhi! Some of the Twitteratii felt he was giving our very own Vidya Balan of Lage Raho Munnabhai a run for her money – viz her Good Morning Mumbai!

As Pete started the sheer statistics of Maggi being sold than 1.2 Billion packs became quite a rage, I saw that was unintended but when it was compared to Indian population as a number it was in the news. He also unveiled what Nestle was doing differently with regards to the digital and how corporate communication is also being run under digital it makes for interesting take out. As he rolled out his ideas on Small is the new big in digital marketing, he also made it a point to reiterate that basics still matter in digital and social.

The Digital and social media strategy at Nestle is based on excellence in listening, engaging and inspiring. Moreover he also said that Nestle plans its digital strategy on the local scale and makes it a success. The strength has been that of decentralizing the digital marketing programme and it has been able to deliver excellent results across.

They call it Brand Building the Nestle Way – BBNW.

As the screens are getting smaller or say our screens are shrinking, we need to think harder about simplifying our messaging and serving the consumer. He also said the whole process got to be social by design. It had to be 24/7 sense and respond a tactical way to be engaging a consumer.

When the screens get smaller it is also a big challenge to get the attention span to yourself. He shared one of the most important point on a successful mobile phone application – it has to provide rich content, excellent service and consumer focus. His keynote brought back some of the boring basics to be taken seriously, and more so because in digital its the basics which still matter.

In one of the game changing context he said ‘Think about a way to take your big ideas on other media to digital. Digital strategy for any brand should not be isolated.”

As he concluded he was on target when he said ‘shrink, serve and simplify, and yes its great time to be in Marketing’. I am sure everyone out there seconded this statement and yes Pete made a lasting impression to kick start the days’s proceedings in a way that was unique to Pete and the brand Nestle.

The next speaker was Satyan Gajwani, Director, New Media, The Times Group with his keynote on the evolution of content, commerce and entertainment in the digital world.

He took us on a journey of how the Times Group was instrumental in identifying the consumer connect and of late has been having a great effort fructify with Gaana.com being a part of FB apps. He also said that now everything has to go social it has to be inherent by design and we cannot have two different stand alone strategies even when its content. With the social media becoming all pervasive, any initiative in digital has to be Social by design and cannot be a plug-in anymore.

It was true that inspite of low internet speeds videos still command a large chunk of the broadband traffic. This was very true of cricket videos being closely followed during important matches – especially IPL.

IPL he said will have a greater impact this year because it will have a lot of engaging features.

Satyan also unveiled the new initiative of TIL in BoxTV.com an answer to Hulu in India. He said that Indians have a penchant for watching online videos and it is only increasing day by day. If we can get them socially engaged with the same, it will be a great way to go futuristic.

He also said that there was a relook in the ecommerce part of the service offering and it could even make people sit up and take notice in the days to come. A visually seamless and thought provoking presentation from Satyan, and the day has had its perfect start.

The session on Mobile marketing gave real insights on how they need to actually see the fit in the first place, apart from SMS to making it an engaging platform. The marketers needed more of innovative solutions to engage and also how we could make it happen with different screens and the need to have a solution cut across the platforms.

In the next presentation session we were treated to extensive use of mobile application on retail and in-store and extended location based advertising using mobile.

So the mobile with its ever increasing penetration especially with smart phones or even with blue tooth connectivity can make a lot of difference while being on the move or sometimes being in store. Lot of retail brands have experienced successful engagement opportunities with some of the service providers with blue tooth and some have used Augmentative Reality to awesome effect and results.

Days are not far when shopping will be socially relevant and will be happening on the move may be time targeted to the core so as to make it absolutely engaging experience. You could be asked for a choice to order from a menu as you pass by a restaurant around noon! Chances are, if you updated you are ‘hungry’ you could get a call from one of those people delivering pizza near you!

During the Spotlight session, we saw how Angels are making their contribution in a fast growing internet economy if I may say so, and their contributions in terms of engaging with the startups has raised the high stakes game to better VC funding for the companies.

That will change the complexion of the game in terms of more angels coming in and making it easier for VCs to identify and support such ventures.

We also had a discussion on B2B marketing strategies and we saw how B2B brands are leveraging the internet and making successful contributions to the marketing plan. The targeting capabilities are making it easier for the B2B marketers to use the power of internet and deliver value in terms of leads sometimes build brands among the most important users.

The afternoon sessions on Social and Search was a mix of wonderful panel discussion and a presentation session.

The Social going commerce or Social commerce in the times of Facebook and twitter and now the coming of Pinterest will surely make it easy for brands to sell. The interesting part is that the shopping has also gone social in a way to make for an interesting ideal context wherein the influencers are friends and sometimes friends of friends.

The last word on whether we would love to do shopping on Facebook has not been said as yet and I think we will wait here in India to see if the global leads will confirm the users would love to keep shopping social but not entirely do shopping on Facebook.

The social media metrics getting an upper hand with the engagement being given importance was the key take way during the presentation on Social media metrics and measurement. Likes on a brand page do not translate to engagement or social talking in real sense. So if a brand x can garner 1000 likes and has over 900 talking about it then the ration of engagement is far higher than having 10000 likes and 10 people talking about it. Ofcourse the metrics is also looking at how positive and negative the influences have been in the social media which are now Facebook, twitter, discussion forums etc.

On the other side of Search we could see that even search is going social, simply because we find lot of people in the social side of the internet.

We saw how a decision like buying a car from a search would eventually become social with so many Facebook comments to twitter updates to reviews will make it more social in the days to come, though of course the starting point would have been search.

A very busy day for conferencing with loads of take away value to implement and experiment.

The final part of the day was the penultimate Keynote from Microsoft by Richard Dunmall, VP, Global Accounts & Agencies, Microsoft Advertising, finally to be followed by Kent Wertime of O & M Japan.

Richard took us on a journey of exploring the future of storytelling. Story telling as I see it will not be interesting unless it engages the user and most importantly how they can make the right connect for the brands to see it.

With Kinect and other gaming technology it has become all pervasive to be a part of everyone’s lives and we could see all the technology waiting to tell us stories of ourselves and the brand in the days to come. He extensively spoke about how everyone’s a storyteller and how digital is enabling them to do that. The future is digitally connected with humans and interacting things being the message and the message if I am put it that way.

The best is the human endeavour of touch and feel is getting translated to a mass technology and it will change the way we interact in the near future making human experience all the more important.

It ‘s all about you and how that is going to be the central point around which we have to make all our stories happen with the right people, at the right time and at the right place.

We also had a glimpse of what Kinect could do to engage brands and most importantly the possibilities are endless.

The closing Keynote of ad:tech New Delhi was by Kent Wertime, President and Representative Director & Chief Operating Officer, Ogilvy & Mather (Japan) K. K. & Ogilvy Asia Pacific

He took us on why this is the age of digital and the marketing will be called digimarketing in the days to come and what’s in store for the future.

Simply put the marketing has shifted from the brands being the center to consumers being in the center of the communication. Content will be the key again and it will possibly the most important part for any brand to connect with its consumers.

You cannot discard social since it will be at the center again. How we value data will also make it important for the brands to engage and how well can we mine them to use for the predictive models to tracking personal habits will be the key.

Its also about managing the consumer trust, making us go back in time on the basic premise that trust is essential in any communication.

Those were absolutely wonderful way to put across some of the most important points to ponder when we think digital is all about so many creative ways and engagement, but the basics remains the same. Those are all abstract forms for example in trust and engagement being one and another after effect.

A class of a presentation from an industry veteran brought the curtains down on what was absolutely engaging event for the digital marketers in the country and what ad:tech across the world is all about.

So will see you all next ad:tech soon in March 2013 and before that don’t forget ad:tech Bangalore makes a debut in September…

R Senthilkumar

This is the third of the 3 part article which appeared in imediaconnection.in you can see the original article here.

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Lessons and learnings at ad:tech New Delhi 2012 – Part 2

The day One at ad:tech was the most anticipated one with the keynote by Shiv Singh, Global Head of Digital, Pepsico Beverages. The day started off with the customary inaugural with lamp being lit, followed by welcome remarks by Susan Mac Dermid, President of Digital Marketing Division dmg :: Events and Rammohan Sundaram, CEO & Founder Networkplay.

Mr. Suresh Reddy, Chairman & CEO of Ybrant Digital, (the Platinum Sponsor of the event) also spoke on this occasion. It was delightful to hear him say how some year back Indian brands have looked at ad:tech as a mere participant especially Ybrant and today have come a long way to sponsor one such event in India in all glory. Almost summarises the way digital will be in the near future. India will have a role to play with its ever increasing internet population which is engaging heavily on the net via mobile.

Mr. Shiv Singh took us on a journey of Real Time marketing on digital platform especially with the combination of Facebook and Twitter which has redefined the way brands have started talking to its consumers.

He took an example of how a tweet by Lady Gaga can be a great marketing tool which incidentally reaches over 16 million followers online. Now the way marketers have to plug in their brand communication is with the relevance of what is happening online and probably react or recreate a magic of the brand riding on some of the updates on Facebook and twitter. To me it looked as if those days of pitching in for a client and making a strategic analysis and presenting them are all going to be pre historic in this digital age. How well can we make use of social media in a sense that makes brands the center of conversation across the platforms will be a challenge that has to be met head on.

So Real Time marketing involves realtime insights, response, co-creating content, distribution and engagement. It calls for a multi tasking environment for brands to succeed in this age of digital, and when you say digital its not just the internet but even involves the television and also even the packaging and distribution. The biggest challenge he feels is not technology but the data we can gather on consumer behavior especially the data that focus on consumer preference, his location, style etc probably all the four Ps now will have to be spoken of in terms of the consumer instead of the product and brand, where he is and how he is engaging will probably be the in-thing for brands to associate with.

Most important weave social through all things and this will be the rule than an example in the coming days. And no campaign can be stand alone but will have platforms where all the brand associations will be shared and will be made into an engaging way forward for the brand.

Measurement is and will be an integral part of all these initiatives. And when we say measure, we clearly know where the engagement is from. He also spoke on Location based marketing and mobile marketing becoming the key in all future campaigns.

An absolutely engaging presentation with an eye on the future especially coming from a hip and trendy brand like Pepsi which thrives being connected to the young and happening audience.

Next was the keynote presentation by Arvind Rajan, MD – APAC & Japan, Linkedin. For us at Networkplay, its been a brand without which we would not have scaled the heights we are in today. LI gave enough insights into what is in store for the brands in terms of talking to a select and affluent set of audience.

Its no more about just jobs, its how the brands can make use of the professional network and place themselves in a position to get more followers for the brands. He also dwelt at length how brand pages on LinkedIn can be a one stop destination to handle its communication to the discerning followers on how its making itself more relevant professionally. It is also again the most important way to engage in real-time. The brands could use a number of tools to generate responses and also engage with them positively and he also cited a lot of examples where brands have exploited the professional networking to great effect.

To summarise, data is at the heart of any social network. It will be in brands interest to mine the data and engage with the consumer effectively and of course the time will be of essence.

An absolutely fantastic start to a great day, with two wonderful keynotes and the ball set rolling for the panels and presentations to come. The Marketing Masters, the Innovation track were planned in the afternoon before the final Keynote of the day.

The track on Brand Strategy looked at two different issues at hand – 1.How to leverage digital and 2. How the brands are now becoming publishers.

The Brand side on the panel was looking forward to spending more on digital and invariably has budgets which are now really numbers to reckon with brand marketers promising to hike it up if the publishers came with real metrics and engagement solutions. It was a cracker of a panel with brands and publishers and technology enablers giving their take on how to leverage digital to the max.

The second panel looked at how brands are telling stories with their own content. The final word on content story has not been said as yet. And when you have Coca Cola and MTV in the same panel it will be a session to watch out for. So today apart from mainstream publishers its also the brands which are creating content to a large extent and how! As much as a brand would love to talk about itself today it has become imperative to turn to the earned media to play the content owner in a way they have never done before.

The Marketing Masters had some of the most wonderful brands present their cases in digital and how they had been able to connect and engage in variety of platforms and end up adding to the bottomline. There were cases of interest from Kotak Mahindra Bank, to IBM to Ford which incidentally launched their Ford Fiesta entirely on digital. Also we had Nokia and dealsandyou making it a great set of presentations at the Marketing Masters. Interesting as it may seem the brands gave clear insights on how they have started thinking in digital right from the word go, while yesteryears the digital was an extension of the offline campaigns. It was very good news and most importantly the way forward for the betterment of the ecosystem.

The Innovation track also had presentations in three sets viz., on how technology can increase engagement with users and on how brands can gamify their brand experiences. It also had a session on how video is driving user engagement and advertiser engagement. Clear take away for brands to indulge in technology and games and the next biggest inventory available as yet the video.

The day ended with the third Keynote and the final one for the day by Gian Fulgoni, Chairman and Co-Founder, comScore.

Gian had everyone listening to his magic of numbers and also unveiled some of the most important learning from digital especially with reference to the Indian Internet ecosystem.

Some of the notable points during his keynote included:

US was no longer the centre of the online universe. In 2011, US internet population versus the Rest of the World internet population was a 13 percent vs. 87 percent

Asia continues significant growth in the size of internet audience. Growth has slowed in North America and the European growth is mostly driven by Russia.

Indian internet users are much younger than global average. 75 percent of audience is under 35 years compared to 52 percent of the world and 55 percent of the region and India’s internet usage is relatively low compared to similarly sized countries

Young people drive internet consumption in India today, suggesting future overall usage will rise dramatically. India’s heaviest internet users are in the age group of 26 to 34 years.

He also made it a point to see things beyond just clicks and may be that will be a mindset that will revolutionise the industry

Great insights and makes it all the more interesting because India was central to all these data points. For me personally the way he presented for once I started to love the numbers. Probably the way the masters have a way with words.

A great day of learning at ad:tech New Delhi ended with a wonderful keynote.

R Senthilkumar

This is the second of the 3 part article which appeared in imediaconnection.in you can see the original article here.

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Lessons and learnings at ad:tech New Delhi 2012 – Part 1

ad:tech New Delhi had changed the context for the digital fraternity in India with its first edition last year in April 2011. It still has the reminiscences of the keynotes of Babs Rangaiah of Unilever to David Fischer of FB to Sav of Digitas UK. It had left an indelible imagery on what is in store for the future. Continuing the trend and increasing the learning curve, the second edition of ad:tech New Delhi started with a Master Class on day zero on Search and Social.

The Master Class was organized in association with the Knowledge partner Communicate 2. The Master Class with 7 sessions gave a deep understanding on Search and Social and how it can be applied in real time and enriched the participants with enough practical knowledge to try them on their own.

Here’s a round up of the days learning’s…

Search is indispensable at every move for the brand to be present when they are being searched for even if not directly. It would also make great for brands to be present as content providers in times of searches so that they engage with the prospect or a consumer online in the way they choose to.

Content has become the King and the Queen, that remains the uncontested statement with all the brands and publishers looking to make content the center of all their communication. It goes without saying if we have content then of course there is rise in engagement. One of the best use of content was the Google adwords FAQ page. That according to me is a master stroke by the people who do what they talk, or walk the talk.

Its not just our website these days, there are many manifestations of the brand communication which is today spread across the spectrum with search and social integrated, the search apart, we have Facebook, twitter, Google Pages etc. How often have we devised a strategy to be in line with the brand communicates across the platforms across every point of communication. It is most important for brands to sync all these together in a way that consumers get a feel of the brand and engage constructively for raising their brand equity.

Reputation management has become very important in the literal sense because of online social platforms, and listening on Social media will be imperative because the net id going to have a wider impact than ever before. We have also seen some of the brands being online and how the listening has not exactly been the way it should be. Going forward there will be a lot of traction in terms of customer experience management online especially the social media. For sure an angry customer today has only this to do update his status with a tag to the brand experience good or bad.

One of the most important unveiling infact was that of YouTube presentation wherein the content owner can own his right and YouTube will search for any usage of the content across the network. This is done by a video search and I think the algorithm searches the video in parts and lists if there are videos that are similar. This is an ideal situation where in the piracy will be checked and of course the content creators get their due with respect to their work and monetize the same in due course.

Ofcourse the video is going to be big and in a way will lead the brands to own content than ever before. Collaborative effort will be in the making like that of Coke Studios by MTV.

Thanks to the knowledge partner Communicate 2 for their handling of the session and a great kick start to the ad:tech New Delhi 2012.

R Senthilkumar

This is the first part of the 3 part article which appeared in imediaconnection.in, you can see the original article here

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