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Tag: Bottle Openers

  • State of B2B brand building

    State of B2B brand building

    Mumbai: In today’s digital era, the importance of online brand building in the B2B sector is becoming increasingly evident. While many B2B companies have traditionally focused on performance attributes such as price and features, they have often neglected the broader initiatives to build their online brand presence. However, recent studies suggest that this approach may be overlooking a crucial aspect of modern marketing.

    Research in the European Journal of Marketing explored how B2B companies create their brand image online through their products and customer interactions. The study found that companies can build a strong and consistent online brand image by focusing on two key aspects: the quality of their products and their customer engagement. This means companies need to show they are good at what they do and also need to build good relationships with their customers online.

    This finding challenges the traditional B2B marketing paradigm. It suggests that B2B companies should not only emphasize competence in product design and R&D but also warmth in activities related to sales and customer service. This approach can help firms build strong B2B brands that are both warm and competent online.

    The argument for a balanced approach to online brand building in B2B marketing is further supported by data from Boston Consulting Group (BCG) and Google. Their research shows that online brand marketing improves not only the brand but other components as well, such as the return on marketing investment (ROMI) on performance marketing, customer advocacy, and even employee satisfaction. Despite the clear benefits of online brand marketing, many B2B companies continue to underinvest in this area. This is a missed opportunity. Companies that are more mature in terms of online brand marketing generate a higher ROMI on those efforts; moreover, strong online brand marketing capabilities reinforce performance marketing, leading to better engagement overall.

    Let’s take the example of Tesla. Elon Musk, the CEO of Tesla, has played a pivotal role in the company’s growth and success. His charismatic personality and visionary leadership have been instrumental in shaping Tesla’s brand image. Musk’s personal brand is characterized by his passion for innovation, commitment to sustainable energy, and bold, often controversial, statements.

    Musk’s active presence on social media platforms, particularly Twitter, has been a key aspect of Tesla’s online marketing strategy. His tweets about new product launches, company updates, and even his personal thoughts and opinions, generate significant media attention and public interest. This has helped boost Tesla’s brand visibility and market value.

    If you want more examples near home, take a look at the judges on Shark Tank India. They are not just investing in businesses; they’re also investing in their personal brands. Each judge, a successful entrepreneur in their own right, uses the platform to demonstrate their expertise, strategic thinking, and unique approach to business. Their critiques, advice, and investment decisions all contribute to their personal brand narratives. Plus, they extend their brand-building efforts beyond the show. They engage with their audience through social media, sharing insights, experiences, and personal stories that reinforce their brand identities. They also leverage their business ventures and public speaking engagements to further enhance their personal brands.

    This strategic personal brand building serves to strengthen their business interests. A well-crafted personal brand can foster trust, attract opportunities, and drive business growth. Therefore, their participation in Shark Tank India is not just about discovering the next big business idea; it’s also about shaping public perception and building a strong personal brand that supports their entrepreneurial endeavors. This strategic personal brand building serves to strengthen their business interests. A well-crafted personal brand can foster trust, attract opportunities, and drive business growth. Therefore, their participation in Shark Tank India is not just about discovering the next big business idea; it’s also about shaping public perception and building a strong personal brand that supports their entrepreneurial endeavors.

    In fact, B2B businesses need to build their brands online. This is because the B2B buying process often involves more research and consideration than B2C purchases. By building a strong online brand, B2B companies can position themselves as thought leaders in their industry, build trust with potential customers, and ultimately drive more sales. So, whether it’s through content marketing, social media, SEO, or other digital marketing strategies, online brand building should be a key part of any B2B company’s marketing strategy.

    The author of this article is Bottle Openers COO Shilpi Prasad.

  • Shilpi Prasad launches debut book “Women Beyond Pink”

    Shilpi Prasad launches debut book “Women Beyond Pink”

    Mumbai: In her first literary endeavor, Shilpi Prasad explores the evolving landscape of marketing to women in her book titled “Women Beyond Pink.” Drawing on her extensive experience in PR, communications, and digital marketing, Shilpi sheds light on the evolution of media campaigns targeting women and provides insights into reaching out to the diverse Gen Z women in particular.

    The book challenges traditional narratives by examining the evolution of marketing to women over the years, emphasising the need to move beyond stereotypes and assumptions. “Women Beyond Pink” is not a portrayal of individual women but a comprehensive exploration of campaigns, and the changing roles of women as consumers and decision-makers.

    Bottle Openers’ co-founder Shilpi Prasad shared her wisdom with readers, encouraging them not to internalize advertisements. Her advice centers on thoughtful purchasing decisions based on inherent needs, rather than external influence. She urges readers to seek mentorship, collaborate with other women, and celebrate each other’s achievements.

    “Women Beyond Pink” author Shilpi Prasad commented on her debut: “Launching ‘Women Beyond Pink’ is a culmination of my experiences and observations in the dynamic world of marketing and advertising. I hope the book sparks conversations about the diverse and dynamic nature of women as consumers and decision-makers. It’s not just a book; it’s a call to challenge stereotypes and embrace the infinite possibilities women have in the market and society.”

    Shilpi Prasad brings over 20 years of expertise in PR, communications, and digital marketing, with a background in handling diverse roles across various industries. As a co-founder of Bottle Openers, she has played a pivotal role in the company’s growth, earning recognition for tech innovations and creative prowess in film production for brands such as Faber, BlackBerrys, Cream Bell, and Alcis.

    “Woman Beyond Pink” is set to be a thought-provoking addition to the literature on gender roles, marketing, and consumer behavior. The book is now available for purchase online on Amazon WOMEN BEYOND PINK.

  • Future of advertising and marketing in India in the year 2024: Sachin Kumar

    Future of advertising and marketing in India in the year 2024: Sachin Kumar

    Mumbai: Marketing has unmistakably changed over time, moving from mass advertising to a more specialised and individualised strategy fueled by data, technology, and consumer preferences. As new platforms and technology appear, the market continues to change quickly, allowing marketers to innovate and modify their approaches to satisfy shifting consumer needs.

    So how does 2024 look to be shaping up the future of advertising and marketing?

    – Rise in AI-driven social commerce

    With features like shoppable posts and in-app transactions, social commerce will be increasingly more integrated by 2024, facilitating direct product purchases by users from their social media feeds. To provide their customers with a seamless social commerce experience, brands must concentrate on optimising their social media profiles for sales, producing engaging content to entice consumers to buy, and utilising the newest social commerce features to streamline the purchasing process.

    AI algorithms will play a crucial role in predicting and suggesting products based on user behavior and preferences. For instance, AI can analyze a user’s past purchases and browsing history to recommend products that they might be interested in, directly on their social media feeds.

    – Advancements in delivering more and more personalised advertising

    AI and machine learning will be used to understand individual preferences, behaviors, and purchase histories. This will enable the delivery of content that feels custom-made for each recipient. This will help the content reach its targeted audience with more efficiency.

    To deliver relevant and timely adverts, effective digital advertising requires a full understanding of the user’s browsing history, purchasing behaviour, and demographic data. Through the utilisation of artificial intelligence and machine learning, advertisers may effectively examine large datasets to discern patterns and preferences, thereby producing authentically engaging commercials.

    – AI-powered video advertising

    Video has been gaining traction lately, and by 2024, it will control the majority of digital advertising. As streaming services and video-sharing platforms proliferate, marketers have an unprecedented chance to connect with consumers through compelling video content. Through the use of captivating imagery, melodies, and narratives, marketers may establish a strong bond with their target audience.

    The story of a brand may be told dynamically and engagingly using video advertising. Advertisers can use it to evoke strong feelings in viewers, present products in use, and leave them with unforgettable memories. A variety of video ad formats are anticipated, ranging from short-form videos for social networking sites to longer commercials for streaming services.

    AI is already helping create more engaging and personalized video content. For instance, Instagram’s algorithm analyzes a user’s viewing history to suggest videos that they might find interesting. This enhances user experience.

    – AI in voice search optimisation

    Voice search is undoubtedly the way of the future for online interactions, with a staggering 4.2 billion voice assistants in use in 2023—a number that is expected to double by 2024.

    AI-powered voice assistants like Alexa and Siri will play a crucial role in optimizing content for voice search. These voice assistants can understand and respond to voice commands, making it easier for users to find information.

    Optimising the content of your website to appear more frequently in voice-activated searches is known as voice search optimization. Voice-activated gadgets such as Alexa and Siri have contributed to the notable surge in the popularity of voice search in recent years. The intention here is to make sure that your content can answer queries that users pose using voice commands. To stay competitive in this market, marketers will need to optimise their content for voice search.

    – Surge in ethical marketing

    Customers are becoming more aware of the environmental and social responsibility of brands. Businesses that truly dedicate themselves to sustainability and ethical behaviour will be ahead of the competition in 2024. A fair and transparent marketing will boost the overall creativity and goodwill among consumers for the product.

    In addition to these, the B2B martech spending is projected to reach $8.51 billion by 2024, indicating the growing popularity of AI in the Martech industry. AI has already surpassed predictive analytics in the marketing industry and is increasingly scientific, relying on data analysis to drive predictions of customer behavior.

    2024 has great promise for a fascinating and demanding journey in the field of marketing. Success will mostly depend on embracing new technologies, realising the value of personalization, and keeping an eye out for morally and environmentally responsible behaviour. Reaching and involving your target group will require flexibility and ongoing education. One thing is certain in this quickly changing world: in 2024, marketing will combine creativity, data-driven decision-making, and in-depth consumer knowledge.

  • “To handle the industry’s volatile landscape, embrace innovation and agility”: Bottle Openers’ Sachin Kumar

    “To handle the industry’s volatile landscape, embrace innovation and agility”: Bottle Openers’ Sachin Kumar

    Mumbai: At the heart of modern business success lies effective communication and strategic brand campaigns. Here enters BottleOpeners, the pioneering omnichannel communications commerce consultancy. With an unwavering focus on achieving outcomes, Bottle Openers leverages its deep understanding of advertising, media, design, and technology to create integrated solutions that drive tangible results for clients.

    Indiantelevision.com in conversation with Bottle Openers founder Sachin Kumar had a chat on their genesis, ensuring seamless collaboration, influencer selection and more.

    Sachin Kumar is a marketer by profession and a sportsman at heart. Raised as a table tennis athlete, Kumar’s background in the sport instilled in him the attributes of speed, agility, and volatility, which he playfully incorporates into his role as the head of the agency. With nearly two decades of experience working in advertising and digital marketing for some of the world’s top brands like Whirlpool, Apple, and Coca-Cola, Sachin’s advertising DNA, sensibilities, and acumen flow down to the entire team.

    Edited Excerpts:

    On the genesis of Bottle Openers and your inspiration behind creating a consultancy focused on omnichannel communications commerce

    The name “Bottle Openers” is intentionally devoid of keywords like ‘digital’ or ‘advertising.’ It is simple and relatable to both clients and employees. It signifies the company’s core philosophy of being a solution-driven agency that unlocks the full potential of brands.

    Our approach combines art, copy, code, and media into a seamless framework that is irreplaceable by any other tool. It revolves around shaping a brand’s desired outcome and then strategically bringing all the solutions together. This unique amalgamation empowers us to create impactful and innovative results that set our work apart. We believe in the power of holistic thinking and working collaboratively to achieve the best outcomes for our clients. Our framework stands as a testament to our dedication and passion for delivering exceptional and unparalleled solutions in the ever-evolving landscape of marketing and branding.

    On the insights into the creative process that drives the development of Bottle Openers’ original and effective brand campaigns

    As a think tank, our main focus lies in business matrices such as the TOM score and sales numbers. Our team is adept at strategising and implementing various types of campaigns, including TV, OTT, Amazon, and performance marketing, to achieve these objectives. We pride ourselves on our ability to think creatively and bring together diverse formats to drive success. By harnessing the power of these different marketing channels, we aim to create impactful campaigns that resonate with our target audience and drive tangible results for our clients or organisation. Our dedication to innovation and collaboration ensures that we stay at the forefront of the industry and deliver exceptional outcomes.

    On ensuring seamless collaboration among your specialised teams

    The practice involves dedicating time to train employees in comprehending their job roles holistically. This encompasses recognising the impact of their tasks within their department and aligning them with broader organisational goals. By fostering an integrated perspective, individuals gain insight into how their work contributes to both the specific team’s functions and the overarching performance metrics. This approach promotes a better understanding of the interconnected nature of their responsibilities and the larger company objectives, enhancing overall efficiency and collaboration.

    On Bottle Openers research method to gain insights on building successful integrated communication strategies requiring a deep understanding of both companies and consumers

    We dedicate time to educating individuals on deriving valuable insights through direct interactions with our customers’ end-users and by analysing our own first-party data. This approach provides us with a profound understanding of market trends and the necessary trajectory for our brand. By engaging with consumers, we grasp the evolving market dynamics and align our brand strategy accordingly. Leveraging first-hand data empowers us to make informed decisions that steer our brand in the right direction, fostering a responsive and consumer-centric approach to our business endeavors.  

    On the strategies that you employ to stay at the forefront of omnichannel communications trends

    We anticipate a significant surge of activity in the AI realm, aimed at enhancing business efficiency for our clients. The burgeoning potential of AI is set to revolutionise how enterprises operate. Through advanced algorithms and data-driven insights, AI promises to streamline processes, optimise resource allocation, and unlock innovative avenues for growth. By harnessing AI technologies, we aspire to empower our clients with cutting-edge tools that can amplify their operational prowess, lead to data-informed decisions, and ultimately, catalyse their overall business effectiveness in an ever-evolving marketplace.

    On Bottle Openers quantifying the impact of its campaigns and ensuring they align with the client’s performance goals as measurement and results are crucial in assessing campaign success

    “Measurement” encompasses a wide scope and varies in its application across different mediums. Nonetheless, our primary emphasis centres around crucial business metrics, notably the enhancement of the TOM (Top of Mind) score and the augmentation of sales figures. While measurement strategies may differ based on the platform, our core attention remains directed at these pivotal indicators. Elevating the TOM score reflects our commitment to brand recognition while bolstering sales numbers signifies the tangible success of our endeavors. By tailoring our measurement approaches to these key objectives, we align our efforts with overarching business goals, ensuring a comprehensive and effective assessment of our impact.

    On Bottle Openers’ approach to selecting influencers that align authentically with a brand’s message, and measuring the effectiveness of such collaborations

    We use relevant technology tools to analyse their profile analytics as well as do qualitative research on the quality of content that the influencer has on his/her page to identify the right influencers.

    The effectiveness of such collaborations is measured in terms of delivery of the overall brand matrices which are identified before the beginning of the campaign.

    On anticipating new trends or areas of focus for Bottle Openers in the coming years and its plan to continue delivering measurable results for clients

    At Bottle Openers our approach involves a constant exploration of emerging trends that have the potential to significantly influence our clients’ businesses. This process is a delicate balance between art and science, as each client’s unique needs and objectives require tailored innovative solutions.

    On his advice to emerging professionals or agencies looking to make a mark in the field of integrated communications

    My recommendation to newcomers and organisations entering the integrated communications field is to combine creativity and strategy. Develop a thorough understanding of your client’s objectives and target audiences. To handle the industry’s volatile landscape, embrace innovation and agility. Develop great client relationships and prioritise open communication. Invest in ongoing education to keep current on developing technology.

    Finally, stand out by continuously creating compelling campaigns that demonstrate a strong dedication to generating tangible outcomes, making an everlasting mark in this very competitive market.

    On sharing a sneak peek into a project or campaign that Bottle Openers has in the pipeline

    Let the campaign become a case study.