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Category: MAM

  • How ETML crafts winning e-commerce strategies for Amazon and beyond

    How ETML crafts winning e-commerce strategies for Amazon and beyond

    Mumbai: We are all aware that the online shopping world moves fast. Amazon, the e-commerce giant, has revolutionized the way people shop, becoming an integral part of the global retail landscape. With millions of active users and a vast product catalogue, Amazon offers unparalleled reach and visibility for brands. As consumers increasingly turn to Amazon for their purchasing needs, the platform’s advertising capabilities have also evolved, providing businesses with powerful tools to connect with potential customers. Amazon Advertising now stands out as a must-have in any marketing strategy, offering advanced targeting options, innovative ad formats, and robust analytics that drive engagement, conversions, and sales.

    A recent study by Amazon Ads revealed positive results for small and medium-sized businesses (SMBs) in India leveraging advertising.  Here’s a quick rundown:

    1   Customer Acquisition: Nearly 9 out of 10 (85 per cent) SMBs reported success in acquiring new customers through their advertising strategy.

    2   Domestic Growth: Over three-quarters (78 per cent) of businesses found advertising aided their expansion within India.

    3   International Reach: A significant portion (69 per cent) reported advertising helped them grow their business internationally in the past year.

    That’s why we’re here to help your brand stand out from the crowd and win big. We leverage all the latest Amazon Ads features to get your brand noticed and boost your sales. Here’s how we do it:

    Comprehensive Keyword Research: We understand the importance of both paid and organic search rankings. By conducting thorough keyword research, we ensure your products appear at the top of search results, capturing more potential customers’ attention. Using Conversion Probability (CPR) analysis, we optimize keywords to rank highly in organic search as well.

    Brand Gating: Protecting your brand is crucial. We implement brand gating strategies to safeguard your products from unauthorized sellers, ensuring that your customers receive genuine products and that your brand reputation remains intact.

    Competitor Keyword Targeting: We strategically target competitors’ keywords and products, positioning your brand to capture their audience and increase your market share. This approach ensures that your ads reach a broader and highly relevant audience.

    Full Funnel Strategy: We utilize a full-funnel strategy with Sponsored Products (SP), Sponsored Brands (SB), and Sponsored Display (SD) campaign types and inventories. This comprehensive approach ensures your brand remains visible to potential customers at every stage of their buying journey.

    Optimization of Product Listings and Reviews: High-quality product listings and positive reviews are essential for converting clicks into sales. We optimize your product listings with compelling descriptions, high-quality images, and SEO-friendly content. Additionally, we encourage satisfied customers to leave positive reviews, boosting your product’s credibility and attractiveness.

    Laser-Focused Targeting: Imagine showing your ad only to people who would love your product. We make that happen! We use Amazon’s powerful targeting options to dig deep into your customer data. We’re talking about pinpointing the exact demographics, behaviours, and interests that perfectly match your ideal customer. For example, young professionals who are fitness fanatics if you sell activity trackers. This means you get more people who care about what you offer, leading to a skyrocket in your brand’s visibility and sales.

    Ads that Captivate: Forget boring text ads! We use all the cool new features Amazon has to offer, like captivating video ads and interactive experiences, to tell your brand story in a way that grabs attention. Like short, eye-catching videos showcasing your product’s benefits, or interactive quizzes that help customers find their perfect fit. These engaging experiences make people stop scrolling, learn more about your brand, and ultimately be much more likely to hit that “buy” button.

    Data-Driven Decisions: We don’t just throw ads out there and hope for the best. We use advanced analytics tools to track exactly how your ads are performing. We see how many people see your ad, click on it, and then make a purchase. This lets us fine-tune your campaigns in real time, focusing on what works best. Think of it as finding magic words that make your sales soar – that’s the kind of power we bring to the table!

    A Unified Marketing Force:

    We don’t work in silos. We connect your Amazon ads to all your other marketing efforts, creating a powerful, unified force. So, if you’re running a performance campaign on Meta/Google or social media blitz, your Amazon ads can work alongside them to give your brand a strong, consistent voice across all platforms. This cohesive approach makes a much bigger impression on customers and keeps them coming back for more.

    Amazon Prime Day Playbook: Amazon Prime Day is a golden opportunity for sellers to skyrocket sales, but facing fierce competition requires a well-oiled strategy. Here’s how to dominate Prime Day:

    1   Pre-Prime Day Prep: Build brand awareness with targeted ads, optimize campaigns for high-volume keywords, and ensure sufficient inventory.

    2   Prime Day:  Secure top placement with increased bids, target competitor products, use real-time data to optimize campaigns, and retarget interested customers.

    3   Bonus Tips:  Emphasize product visibility early and allocate more budget to Day 1 for better returns.

    Amazon Ads Gives You an Edge: Amazon Ads is offering a temporary boost for Sponsored Products campaigns during Prime Day by dynamic bid adjustments. This allows sellers to significantly increase their bids, grabbing more attention and boosting sales during the shopping frenzy.

    Sustaining the Impact After Prime Day: By continuing the higher bids for a week or so after Prime Day, sellers can maximize the impact and leverage the low CPMs to sustain increased visibility and sales momentum.

    Remember:  Preparation is key! By leveraging these strategies and Amazon Ads tools, sellers can position themselves for a successful Prime Day and maximize their sales potential.

    This article has been authored by ETML co-founder & CCO Rajeev Garg

  • Martech tools and strategies used by investment platforms for tailored recommendations

    Martech tools and strategies used by investment platforms for tailored recommendations

    The investment landscape is witnessing a surge in participation, with a new generation entering the market. To differentiate themselves amongst the competition, investment platforms must go beyond offering a range of investment options. Today’s user demands a personalised experience and that is where Martech comes to play to revolutionise the space.

    Martech is a collection of tools that help understand customer behaviour and preferences. Investment platforms can gain insights into user behaviour, risk tolerance and financial goals by implementing martech solutions. The data generated becomes the basis for crafting tailored and targeted recommendations for customers to make informed decisions, along with a seamless customer experience.

    Martech has now become critical for businesses, the tools and solutions don’t just drive efficiency in marketing operations but have now become profit drivers. Some of the key Martech tools that investment platforms leverage are:

    ●    Advanced analytics: Tools like Google Analytics or Adobe Analytics provide comprehensive insights into user behaviour on the platform, enabling data-driven decision-making for optimising the user experience.

    ●    Customer segmentation: By segmenting users based on risk tolerance investment goals and experience level, platforms can deliver more relevant content and recommendations ensuring a truly personalised experience

    ●    AI-powered recommendation engines: These intelligent engines analyse user data to suggest suitable investment options. Tailored or personalised recommendations help build trust, bring the brand closer to customers, and keep them engaged. The key is to then maintain this engagement over extended periods

    The martech market is currently witnessing remarkable growth, estimates suggest a notable expansion from its current value of $263.0 billion in 2024 to $933.2 billion by 2030, reflecting a robust CAGR of 23.5 per cent over the forecast period as per the MarketsandMarkets. With a growing focus on Artificial intelligence (AI), hyper-personalisation, and on-demand learning, here is a glimpse to the future of investment platforms after implementing martech:

    ●    AI-powered chatbots: Virtual assistant that provides read time personalized investment guidance. These AI-powered chatbots will change customer support offering immediate and tailored assistance to investors

    ●    Hyper-personalised learning: Platforms will leverage AI to created customized learning path for users, ensuring they gain the knowledge and skills needed to confidently navigate the investment journey

    ●    On-demand content: Investors will have access to a vast library of on-demand content tailored to their specific needs and learning systems, empowering them to make informed investment decisions

    Martech is no longer an optional add-on for investment platforms. The emergence of martech represents a significant leap in the evolution of marketing. By actively leveraging analytics, segmentation and personalized recommendations, platforms can enhance the customer experience. As the Martech landscape continues to evolve, investment platforms that embrace these advancements will be best positioned to thrive in the ever-changing investment world.

    The article has been by BlinkX by JM Financial’s associate director – martech, AI & digital marketing Soumya Pattanayak.

  • Positive Vibez Brand Solutions and WhyNotNow join forces

    Positive Vibez Brand Solutions and WhyNotNow join forces

    Mumbai: Positive Vibez Brand Solutions (PVBS) and WhyNotNow (WNN) has announced their collaboration in providing comprehensive brand strategy solutions aimed at brands across industry sectors & empowering startups to reach their full potential in today’s competitive marketplace.

    Positive Vibez Brand Solutions (PVBS) is a marketing agency in India, renowned for its strategic brilliance and seamless execution in amplifying brands and orchestrating unforgettable experiences. PVBS has a proven track record of serving top brands across the nation, leveraging a dedicated team of 35-plus experts spanning various marketing disciplines. With its innovative approach and expertise, PVBS consistently delivers global solutions that elevate brand presence and create lasting impact.

    WhyNotNow (WNN) is a brand advisory firm focused on delivering integrated brand strategy & marketing solutions, Martech, and PR services to startups, SMEs, and unicorns. With over 30 years of founder’s experience in brand strategy across diverse industry sectors, WNN is committed to helping businesses of all sizes succeed by providing expert guidance and innovative creative solutions.

    The collaboration between PVBS and WNN marks a significant milestone in the realm of brand strategy solutions. By combining WNN’s expertise in branding & innovative marketing strategy, Martech, and PR with PVBS’s proficiency in brand strategy, design, and event execution, the partnership aims to craft brand magic that captivates audiences worldwide.

    PVBS co-founder and director Suneet Batra expressed her enthusiasm about the collaboration, stating, “We are thrilled to join forces with WhyNotNow (WNN) to offer unparalleled brand strategy solutions to our clients. By leveraging our collective expertise and resources, we are confident in our ability to deliver exceptional results and drive brand success.”

    WNN founder and CEO Sharad Gupta echoed this sentiment, saying, “At WhyNotNow, our mission is to empower businesses & brands to thrive in today’s dynamic landscape. Our collaboration with PVBS allows us to expand our reach and capabilities, enabling us to create impactful brand experiences that resonate with audiences globally. Our strategic focus on start-ups, Small & Medium Businesses will offer innovative branding & marketing solutions to the emerging sector and try to attain thought leadership in the industry.”

    Together, PVBS and WNN are poised to redefine the landscape of brand strategy solutions, providing startups, SMEs, and unicorns with the strategic guidance and creative firepower they need to succeed in an ever-evolving marketplace.

  • Noise launches NoiseFit Javelin

    Noise launches NoiseFit Javelin

    Mumbai: Noise, a connected lifestyle brand, launched its first limited-edition smartwatch, NoiseFit Javelin, co-created with India’s Golden Boy and brand ambassador, Neeraj Chopra. The exclusive smartwatch pays tribute to Neeraj’s #ArmOfGold, encapsulating the will, grit, and pride that have brought numerous glories to India. From its name to its design inspired by the nation’s colours, the NoiseFit Javelin encapsulates the pride of the nation, further personalised with Neeraj’s signature and unique serialization, marking a tribute to his legacy victory of 2021.

    The NoiseFit Javelin not only commemorates Neeraj Chopra’s journey of resilience but also integrates innovative features to assist users in maintaining fitness and training with equal determination. This limited edition smartwatch embodies the perfect alignment of Noise and Neeraj Chopra, uniting under a shared appreciation for embracing the Noise within and etching India’s name on the global map.

    Neeraj’s journey from a promising athlete to an Olympic champion resonates deeply with Noise’s brand ethos. It represents that from humble beginnings come great achievements if one never stops dreaming and persevering. As Neeraj continues to set records and inspire millions, Noise seized the opportunity to honour his accomplishments and connect with enthusiasts nationwide. This badge of honour capsulises Neeraj’s grit and determination on the global stage, showcasing how dedication and unwavering focus can transform ambitious dreams into reality. This special edition smartwatch not only pays homage to Neeraj’s historic Olympic gold medal but also invites users to personally celebrate his inspiring journey and future wins.

    Noise co-founder Gaurav Khatri said: “As a proud homegrown brand marking leadership at national and global levels, it is our privilege to create this limited edition alongside Neeraj Chopra, as we celebrate the sports icon. We don’t see it as just another smartwatch, but a badge of honour, embodying Neeraj’s indomitable spirit of a championship allowing a tangible connection to his lasting legacy. Neeraj has been integral to the Noise family, and with NoiseFit Javelin capsulizing his signature glory and essence of our core values, we are excited to give fans an opportunity to connect and celebrate India’s golden boy’s remarkable journey, together.”

    “When I teamed up with Noise, I was certain we had a strong synergy. Inspired by their journey of bringing global pride to India and empowering lives through innovation, I am thrilled to bring this special edition smartwatch, the NoiseFit Javelin, that embodies the grit, will, and trust that inspire us all to push our limits every day. Each watch bears my signature, offering a chance to own a unique piece of my journey from 2021. As we continue to take India to great heights, this smartwatch allows us to celebrate the glory together with our fans.” said Neeraj Chopra

    This limited edition smartwatch not only celebrates Chopra’s grit, pride, and will but also delivers a powerful array of features to enhance the user’s lifestyle.

    Beyond its distinctive design, the NoiseFit Javelin packs a powerful punch. The smartwatch features a stunning 1.46” AMOLED display, Bluetooth calling capabilities, and a robust 3-layer build with a screw dial crown. Inspired by Chopra’s dedication and focus, the Javelin boasts a “Scheduled DND” mode, allowing users to silence distractions and achieve peak performance. Additionally, an SOS feature ensures safety and security for users on the go.

    The NoiseFit Javelin prioritizes user well-being with the comprehensive Noise Health Suite, including heart rate monitoring, SpO2 tracking, sleep monitoring, stress measurement, and even a female cycle tracker. The NoiseFit Javelin is built to withstand the elements with its IP68 water and dust resistance rating.  Furthermore, the device boasts a long-lasting battery life of up to 7 days, keeping users connected and on track throughout their busy days.

    Featuring over 100 sports modes, the NoiseFit Javelin caters to a variety of fitness enthusiasts. Users can stay stylish and informed with over 100 customizable watch faces. The smartwatch also integrates a productivity suite with reminders, weather updates, a built-in calculator, music control, and a multi-functional clock with alarm, timer, and stopwatch features.

    As a tribute to Neeraj’s remarkable achievement in 2021, the watches are serialized exclusively for that year, making each piece a unique collector’s item. The NoiseFit Javelin limited edition smartwatch is priced at Rs. 3,999 and available for purchase on gonoise.com, Amazon and Myntra starting today. With its unique design, advanced features, and focus on well-being, the NoiseFit Javelin is the perfect way for users to celebrate his victory and embrace an active lifestyle.

  • Acerpure from Acer group unveils cutting-edge new TV series starting at Rs 11490

    Acerpure from Acer group unveils cutting-edge new TV series starting at Rs 11490

    Mumbai: Acerpure, an Acer group entity with 48 years of innovation, leadership and excellence in the global IT hardware market, has unveiled its latest flagship product, the Acerpure Aspire & Swift TV series. Available in 32, 43, 55, and 65 inches, these TVs feature state-of-the-art technology for an immersive viewing experience. The Acerpure TVs offer Pure vision with an astonishing 1.07 billion colours, bringing every scene to life with pure clarity and vibrancy. Equipped with Pure Dolby audio, a bezel-less design, multiple connectivity options, and a powerful processor, these models offer pure style with advanced technology for an unparalleled viewing experience. With up to Ultra High Definition (UHD) resolution of 3840 x 2160, they ensure crystal-clear picture quality that brings every detail to life.

    Powered by the Google TV operating system, these TVs offer seamless integration with a wide range of apps and services, providing pure entertainment options. With a 178-degree viewing angle, viewers can enjoy consistent picture quality from wider angles, making these TVs a perfect fit for family movie nights and social gatherings. The Variable Refresh Rate feature ensures smooth motion handling, enhancing the viewing experience for fast-paced action scenes and sports.

    The Acerpure TV series is designed for those seeking high-quality features in a more compact form that meets global standards. Pure Audio is a key focus in the Acerpure Swift series, which comes equipped with immersive Dolby ATMOS technology. This audio system creates a multi-dimensional sound experience that elevates every scene, making viewers feel like they are right in the middle of the action. Connectivity options are abundant, with three HDMI 2.0 ports, USB 2.0, Bluetooth V5.0, and dual-band Wi-Fi (2.4G + 5G), ethernet port allowing users to easily connect a variety of devices and enjoy their favourite content thus making it a television of pure trust and entertainment. Aligned with the Make in India initiative, the Acerpure TV series epitomizes pure trust and entertainment, combining innovative technology with the pride of Indian manufacturing.

    Acerpure India director Vasudeva G said, “As we enter the new market, we aim to reinforce a strong position in the consumer electronics space. The five different variants launched under the Aspire and Swift Google TV series represent our commitment to align with the varied needs of Indian consumers, enabling them to embrace a more pure and technologically advanced life. Coming from Acer with a long history of technology breakthroughs in the IT category we believe that our innovative approach and dedication to quality will resonate with consumers, making Acerpure a household name synonymous with excellence and innovation in home entertainment.”

    With over 18000 pin codes being serviced Acerpure is committed to providing world-class customer service and reliability, ensuring a hassle-free experience. The combination of Pure Vision, Pure Audio, Pure Style, Pure Trust, and Pure Entertainment makes the Acerpure Aspire and Swift TV series an outstanding choice for consumers seeking a superior home entertainment solution.

  • How to reduce your carbon footprint in 2024?

    How to reduce your carbon footprint in 2024?

    Mumbai: In today’s world, the urgency to address climate change is more pressing than ever. We all want to do our part to protect the environment, but the idea of making significant lifestyle changes can sometimes feel overwhelming. The good news is that many simple, everyday choices can make a big difference, both for the planet and your bank account. Imagine reducing your carbon footprint while also saving money — it’s a win-win situation. From adopting greener transportation habits to making smarter energy choices at home, these changes are not only feasible but can also lead to a healthier, more sustainable lifestyle. Here are seven practical and effective ways to cut down on your carbon emissions and keep more money in your pocket.

    Ditch the car, hail the ride-share (or bus!): Traffic jams aren’t exactly eco-friendly, and neither is the gas guzzling. Public transportation options like buses, trains, and subways are a great way to cut down on emissions. Plus, monthly passes on metros like the Delhi Metro in India can save a bundle compared to daily car expenses.

    Two wheels are better than four (especially when they have a motor): For shorter trips, there’s nothing quite like the freedom and ease of a bicycle. And if you’re worried about breaking a sweat, consider an electric bike from a company like EMotorad – they’re becoming more popular for a reason! Plus, bikes are way cheaper to maintain than cars – no more gas station visits!

    Appliance upgrade? Think green machine: When it’s time to replace an old fridge or washing machine, look for energy-efficient models from brands like Bajaj, Havells, and Godrej in India. These might cost a bit more upfront, but they’ll slash your electricity bills over time. Many brands offer energy-star rated appliances, so keep an eye out for those labels.

    Lighten up and light up with LEDs: Those old incandescent bulbs are real energy suckers. Switching to LED lights is a smart move – they use way less power, last ages, and come in all sorts of brightness options. Companies like Philips and Wipro in India provide a wide range of LED lighting solutions. The initial cost might be slightly higher, but those savings on your electricity bill will add up fast.

    Reduce, reuse, repeat (and save!): This age-old mantra is more relevant than ever. Before you toss something, consider if it can be reused, repaired, or recycled. There are also tons of reusable alternatives to everyday items available now, from shopping bags to water bottles. Remember, every bit you keep out of the landfill is a win for your wallet and the environment. Initiatives like Swachh Bharat Abhiyan in India encourage recycling and waste management at the community level.

    Adopt renewable energy sources: Using solar or wind energy reduces reliance on fossil fuels, leading to a smaller carbon footprint. Companies like Tata Power Solar offer solar panel installations for homes and businesses in India. While the initial installation might seem pricey, government incentives and tax breaks can help offset those costs. Plus, imagine the satisfaction of using clean energy and slashing your electricity dependence!

    Conserve water (With help from Hindware and Cera): Reducing water usage not only conserves this precious resource but also reduces the energy required for water heating and distribution. Water-saving fixtures from brands like Hindware and Cera in India can significantly reduce water consumption. Fixing leaks and installing low-flow faucets and showerheads can lower your water bill.

    Adopting these seven strategies is a powerful step towards reducing your carbon footprint and enhancing your financial well-being. Each small change, whether it’s cycling instead of driving, investing in energy-efficient appliances, or conserving water, contributes to a healthier planet and can lead to substantial savings. By integrating these eco-friendly practices into your daily routine, you’re not only making a positive impact on the environment but also setting a precedent for a more sustainable lifestyle. The benefits of these changes extend beyond just the individual; they foster a sense of responsibility and community that is crucial for tackling the challenges of climate change. Start today, and enjoy the dual rewards of protecting our planet and saving money. Together, we can make a significant difference.

  • Five hidden areas of revenue optimisation for startups

    Five hidden areas of revenue optimisation for startups

    Startups need to optimise their revenue, as they often operate with limited resources and try to get the most out of each coin they earn. Startups generally encounter severe competition, rapidly changing market dynamics and need for investors’ attraction through growth demonstration. An efficient strategy of revenue optimization can mean a business success or failure.

    Most startups tend to concentrate on conventional strategies, which include pricing adjustments and sales growth, but there are some hidden areas that have been overlooked by many that can bring in significant amounts of revenue. These areas offer new opportunities for growth and profitability.

    The following are a few hidden areas of revenue optimisation that should not be overlooked:

    Human capital optimisation

    As a startup, every resource counts, making it essential to ensure that employee productivity is optimized to the fullest. To maximize the impact of human capital, it is crucial to efficiently delegate tasks and maintain a centralized view of what everyone in the organization is doing. Startups can also leverage data-driven approaches to optimize their sales force and capture the highest possible revenues. This involves customer segmentation, workload mapping, and task automation. In the fast-paced and resource-constrained environment of a startup, every employee’s contribution counts.

    Data-driven decision making

    Another area that has gone unnoticed by many startups, resulting in a loss of potential revenues, is data-driven decision making. Most startups rely heavily on intuition instead of using the wealth of information available while making key decisions about their business. Many startups also collect data but don’t know how to use it effectively to guide decision-making. Startups can rely on a trusted third-party software to better manage costs while also using the data that is readily available to them. This can be seen as an investment, but a necessary one. According to the Big Data and Artificial Intelligence survey conducted in 2019 by NewVantage Partners, 92 per cent of leading businesses are investing in big data and AI initiatives to drive innovation. By developing robust data models for analyzing customer potential, buying behavior, and market trends, startups can make better choices concerning target segments, pricing policies, and resource allocation.

    CRM integration for enhanced customer engagement

    Another way a startup can increase its income is by taking advantage of advanced Customer Relationship Management (CRM) strategies. CRM is a business strategy that manages a company’s interactions with current and potential customers. For startups, CRM is crucial because it helps them understand and profile their customers better. It enables startups to tailor their marketing efforts, sales strategies, and customer service to meet the specific needs and preferences of their target audience. By leveraging CRM, startups can gain a 360-degree view of customers, personalize marketing and sales, improve customer service, enhance sales forecasting, and streamline operations. CRM simplifies customer interaction and provides important data insights, enabling startups to streamline sales activities, improve client engagement, and generate untapped opportunities for growth in revenue.

    Supply chain optimisation

    Another hidden avenue of profit maximization for startups is the optimization of their supply chain. Inefficient management of the supply chain can lead to stock-outs, late deliveries and increased costs which impact directly on revenue. Startups must carry out thorough analysis of their supply chain, identify bottleneck areas and implement measures to enhance efficiency such as just-in-time inventory management, supplier diversification, and process automation among others. Through optimising its supply chain, a startup will cut down on costs, develop better customer relationships and ultimately boost its revenues.

    Sourcing and procurement

    How start-ups source or procure materials, services or other resources could make a significant difference in their incomes. Poor sourcing practices may result in higher costs and poor quality products being delivered late thus eating into profitability margins. New businesses should carefully evaluate their sourcing strategies using data analytics and market intelligence tools so as to find out about the most economical and dependable suppliers. By doing this, start-ups can optimize their sourcing processes and decrease operational expenses thus improving overall financial performance.

    Pricing and monetisation

    The last thing that needs to be considered by a start-up is the way it prices its products or services. Many startups face a challenge of striking a balance between pricing that attracts customers and pricing that maximizes the potential for revenue generation. Startups can leverage data analytics and specialized tools to develop sophisticated pricing strategies. By analyzing customer data, startups can gain insights into willingness to pay, price sensitivity, and perceived value. Web analytics and surveys provide behavioral data to segment customers and tailor pricing. Pricing optimisation software can analyze sales, trends, and factors to recommend the optimal approach.

    To sum up, while startups focus on traditional revenue optimization strategies, there are many hidden areas that affect their financial viability in large measures. Start-ups can generate growth in revenues and long-term sustainability through human capital optimization, data-driven decision making, CRM integration, supply chain efficiency sourcing and procurement and pricing and monetization.

    The article has been authored by Entera founder Sharad Goyal.

  • Bigger expectation from govt in creating jobs and boosting economy: Ipsos global advisor attitudes

    Bigger expectation from govt in creating jobs and boosting economy: Ipsos global advisor attitudes

    Mumbai: The Ipsos global survey titled, attitudes to crime & law enforcement shows, urban Indians want govt to prioritise creating jobs and boosting the economy (49 per cent) over stopping or reducing crime (32 per cent) and protecting local citizens’ health and environment (27 per cent).  

    Global citizens too had similar views of expecting their govt to focus on creating jobs and boosting the economy (50 per cent), over stopping or reducing crime (24 per cent) and protecting local citizens’ health and environment (27 per cent). Though in case of Chile (59 per cent) and Peru (55 per cent) more number of citizens expected their govt to prioritise stopping and reducing crime over everything else. Singapore (80 per cent) and Indonesia (77 per cent) had a vast majority of citizens exhorting their govt to prioritize creating jobs and boosting the economy over stopping and reducing crime or protecting citizens’ health or environment.

    Further, the survey captured the perceptions of citizens on crime.

    Views were divided on the state of crime and violence in the neighbourhood in the past 12 months: For urban Indians, 26 per cent said crime had increased, 37 per cent said it was the same, while 19 per cent said it had reduced. Chile (63 per cent) and Peru (62 per cent) had highest number of citizens claiming crime and violence had seen an uptick.  

    Citizens were asked to provide their views on a host of law and order issues around their neighbourhood in the past 12 months and across the list of crimes, that were seen to fester and the Indian citizens who replied in the affirmative for issues were –  vandalism (26 per cent) (though India was placed lowest on this issue across all 31 markets); illicit drug consumption (28 per cent); burglaries (35 per cent); drug trafficking (27 per cent); violence against adult women (25 per cent); violence against adult men (26 per cent); gangs (25 per cent); violence against children and adolescents (27 per cent); and prostitution/ people prostituting themselves (23 per cent).

    “For a market like India with large inequalities and the glaring divide between the haves and have nots, it is inevitable that crime is a harsh reality one lives with; and it takes more than a robust law and order system, vigilance and crackdown by the law enforcers. Onus also rests with the citizens in terms of being aware and cautious of potential dangers. Interestingly, jobs and the economy is taking precedence for citizens over law and orderin their expectation from the government,” stated Ipsos India CEO Amit Adarkar.

    Confidence in law enforcement

    A good law enforcement ecosystem is reassuring to citizens providing them both physical and mental peace. We assessed citizens on how confident they felt about law enforcement in their neighbourhood capturing views on different aspects. And interestingly more number of citizens were happy with the services rendered by law enforcers, in fairness, capability and effectiveness. For instance, 76 per cent Indian citizens said the law enforcers like the police in their neighbourhood was providing the same level of respect to all citizens; 76 per cent Indians were satisfied with the capability of the law enforcers in finding and arresting the correct criminal after a crime; 77 per cent citizens were satisfied with the ability of the law enforcers in stopping violent crimes from happening (India topped the global list on this attribute and the ability of our law enforcers);  and 77 per cent citizens were satisfied with law enforcers’ ability of stopping non-violent crimes like burglaries, thefts from happening.

    “Among citizens, there is fear of breaking the law and its implications. Likewise, the police, lawyers are respected by those on the right side of the law but dreaded by those who flout law. They are embodied with power to prosecute, jail and fine the offenders. That itself is highly reassuring for citizens and a deterrent,” added Adarkar.  

    The survey delved deeper to unravel the primary causes of crime and corruption. And the causes that came to light were alarming, at the same time addressable. Citizens felt the causes for crime and corruption were multitude, like, poverty and unemployment (50 per cent), drug and alcohol abuse (38 per cent), lack of education (34 per cent), corrupt political environment (31 per cent), ineffective law enforcement (20 per cent) and breakdown of traditional values (20 per cent).

    “These factors are responsible for high crime rates; so apart from lifting the poor from their misery, the other factors cited that are fueling crime and corruption in our society should be addressed like unemployment, drug and alcohol abuse, breakdown of traditional values,” stated Adarkar.    

    The survey also captured views on what is right and whether breaking the law under some circumstances was acceptable.

    At least six in ten urban Indians (60 per cent) held the view that citizens should always obey the law even when it interfered with their interest; 40 per cent on the contrary held the view that sometimes one must ignore the law to do the right thing.  

    These are the findings of a 31-country Ipsos global advisor survey titled Attitudes on Crime and law enforcement survey that tracks how people around the world see crime playing out in their communities, what they want governments to do, and how much trust they have in law enforcement, among other trends etc.

  • How to leverage data driven insights to inform creative direction and execution

    How to leverage data driven insights to inform creative direction and execution

    Mumbai:India by 2030, will have almost a billion active screens. Of this, around 240 million will be large (TV, laptop, PC) and the balance will be small (mobile phones, phablets). Maintaining creative consistency while effectively engaging audiences is very essential in the world of digital marketing. Data analytics has emerged as a powerful tool to achieve this balance, providing actionable insights that drive informed decision-making.

    By leveraging data analytics, advertisers can maintain creative consistency while adapting to the dynamic needs of their audience. This approach not only enhances brand loyalty but also drives business growth through more effective and engaging advertising strategies. 
    While intuition and experience have traditionally guided creative decisions, data analytics now offers precise, actionable insights that can significantly enhance the effectiveness of creative strategies. By analyzing data related to locations, demographics, gender differences, and conversions, advertisers can refine their creative direction and execution to maximize impact.

    Insights related to Line of Communication (LOC)

    Data-driven insights play a pivotal role in refining the line of communication, particularly in the dynamic landscape of ecommerce. By harnessing data analytics, businesses can identify which forms of communication resonate most effectively with consumers. From performance marketing campaigns to social media posts, data unveils the nuances of customer engagement, revealing which channels drive views, purchases, and website traffic. Moreover, it provides crucial feedback on the effectiveness of communication strategies, pinpointing areas where engagement falls short of conversion. Equipped with these insights, businesses can tailor their messaging, optimizing communication to foster stronger connections with their target audience and drive measurable results. For example, if UGC is working really well for the beauty industry, then the concerned brands can take action to double down on influencer collaborations for their digital campaigns. The influencer marketing industry will continue to develop rapidly by 2028, with more than 80% of brands spending up to 30 per cent of their marketing budget on influencer marketing. Brands must identify influencers in the beauty niche with high engagement rates and authentic audience connections and incorporate them in their campaigns.

    Demographic insights

    Demographic data provides a wealth of information about the audience’s age, income level, education, and more. Analyzing these variables helps advertisers create more targeted and relevant content. For instance, an advertisement aimed at millennials might emphasize modern, tech-savvy visuals and language, while a campaign targeting older adults might focus on traditional values and simpler design elements.

    Gender differences

    Data analytics offer invaluable insights into the distinct ways males and females engage with marketing creatives. For example, an analysis might indicate that males tend to show higher engagement with advertisements featuring action-packed visuals or product demonstrations while females may exhibit a stronger affinity towards emotionally resonant storytelling or advertisements highlighting social impact. By identifying these nuanced responses, businesses can tailor their marketing strategies accordingly, crafting content that resonates authentically with each gender segment.

    Conversions and High Click-Through Rates (CTR)

    One of the most critical insights from data analysis is the disparity between high CTR and low conversions. This scenario indicates that while the creative is compelling enough to attract clicks, it fails to drive the desired action. By analyzing the point of drop-off, advertisers can identify weaknesses in the creative execution or the landing page experience. Adjustments such as clearer CTAs, more relevant content, or a more streamlined user experience can bridge this gap and enhance conversion rates. For example, in one of ETML’s partner brands having perfume as a SKU, data analysis indicated that showcasing the ingredients of a perfume in an ad resulted in high CTR, but the TG used to drop off during checkout. Same TG made huge purchases using ads highlighting the smell notes of the perfume. Hence, by studying this behavior, even though the earlier ads had high CTR, those were discontinued and new ads highlighting smell notes were incorporated ultimately improving the overall RoAS by 57%.

    Performance vs. Branding Creatives

    Balancing performance-driven and branding creatives is essential. Performance creatives are designed to drive immediate actions, like add to carts or purchases, while branding creatives focus on long-term brand recognition and loyalty. Data driven insights help in understanding which type of creative resonates more with the audience at different stages of the customer journey. This understanding allows for strategic placement of performance creatives to drive immediate results and branding creatives to build lasting relationships. For example, a performance focused creative of a home appliances brand would focus on USPs, benefits, usage with clear CTAs to perform a website action usually Add to cart, Initiate checkout or Purchase but the same brand would focus on their values and identity in the market using creatives when they would shift their focus on branding campaigns.

    CTAs on Creatives

    The call-to-action (CTA) is a crucial element in any creative. Data helps determine the most effective CTAs by analyzing which prompts lead to the highest engagement and conversions. Whether it’s a simple “Buy Now” or a more nuanced “Learn More,” the right CTA can significantly influence the success of an ad campaign.

    Enhancing Creative Strategies
    Data Collection: Centralize data from various sources to gain a comprehensive view of consumer behavior and preferences.

    Segmentation: Break down the data by LOCs, demographics, gender, and behavior to understand the nuances of different audience segments.
    Testing and Optimization: Use A/B testing to experiment with different creative elements and continuously optimize based on performance data.
    Iterative Approach: Regularly update creatives based on the latest data insights to maintain relevance and effectiveness.

    Conclusion

    Leveraging data-driven insights transforms the creative process from a purely intuitive art to a precise science. By analyzing consumer behavior and preferences, businesses can uncover invaluable information that informs every aspect of their creative endeavors. From refining messaging and visuals to optimizing delivery channels, data empowers marketers to make informed decisions that resonate deeply with their target audience. Ultimately, this integration of data into the creative process enhances effectiveness, driving engagement, conversions, and long-term success in today’s competitive landscape.

    This article has been authored by ETML co-founder and CCO Rajeev Garg

  • Britannia Winkin’ Cow turns milkshake bottles into virtual cricket bats in mobile game

    Britannia Winkin’ Cow turns milkshake bottles into virtual cricket bats in mobile game

    Mumbai: Cricket isn’t just a game in India; it’s a heartbeat that echoes across every corner of the nation. As the nation celebrates India’s cricketing victory, Britannia Winkin’ Cow, India’s beloved milkshake brand is excited to announce the launch of an innovative mobile cricket game that is set to transform the way fans can play cricket. Collaborating with our technology partner MakeAR, this first-of-its-kind game seamlessly integrates Britannia Winkin’ Cow Milkshake bottles into an immersive augmented reality (AR) adventure, bringing the thrill of cricket home with a playful twist

    This first-of-its-kind mobile cricket game seamlessly integrates the bottle within the game where users can play with Winkin’ Cow Milkshake bottles, turning them into cricket bats. This innovative approach not only enhances the user’s experience but also forges a stronger connection between the brand and its consumers.

    The game invites participants to scan the QR code provided on the Britannia Winkin’ Cow bottles allowing them to dive into the action-packed game on the microsite. Participants play the game and score runs. As players immerse themselves in this exhilarating AR game, the top scorers will be rewarded with MetaShot Smart bats (Bluetooth-enabled) for an unparalleled cricketing experience.

    Commenting on the campaign Abhishek Sinha, chief business officer – dairy, CEO Britannia Bel Foods Pvt Ltd said “We have launched this campaign specifically tailored for our young adult target group, who have a strong affinity for cricket games. We are committed to creating engaging and innovative experiences that leverage technology to provide our consumers with exceptional and immersive interactions. By partnering with MakeAR, we have crafted a truly immersive experience where Britannia Winkin’ Cow Milkshake bottles become cricket bats. Consumers can hit shots with Winkin Cow bottles and stand a chance to win MetaShot smart bats. MetaShot’s cricket game brings alive the real cricket experience into your house. “

    MakeAR founder Srishti Jain commented “By using computer vision and extended reality, we have created this first-of-its-kind gesture game that showcases how deep tech impacts innovation and serves as a perfect example of its transformative power. This emerging tech was used to perfectly marry the shots played on screen with the physical bottle shots, making it a beautiful use case of going truly phygital. We are excited to see how consumers will enjoy this unique blend of cricket and extended reality”

    MetaShot CEO & co-founder Prince Thomas said “We are thrilled that Britannia Winkin Cow selected MetaShot, a proudly Indian innovation, for this campaign. This collaboration extends beyond simple rewards. MetaShot has integrated Winkin Cow branding, including the Winkin Cow – Cow Corner feature, within the game, enhancing the cricket excitement and bringing alive the brand campaign.”

    At Britannia Winkin’ Cow, we are always pushing the limits with our innovations since 2018. This game is another example of our commitment to bringing new, exciting experiences to our fans and reaching out to a wider audience with our innovative offerings and initiatives.“

    Play the game here: https://www.cricketwc.com/ (Mobile only)