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Tag: communication

  • Media Mantra wins PR mandate for Qualitest

    Media Mantra wins PR mandate for Qualitest

    Mumbai: AI-powered quality engineering services provider Qualitest has appointed Media Mantra as their strategic PR agency for India. The agency will oversee all aspects of communication and messaging for Qualitest, including corporate reputation management, brand awareness, and key stakeholder outreach.

    Qualitest Group managing director, India Rajesh Subramony said, “India is a strategic pivot for Qualitest and we have increased our presence and operations in this region significantly over the past year. At this critical juncture, we are pleased to partner with the Media Mantra team to bolster our communication and messaging, execute campaigns and support us in the next phase of growth in India.”

    Media Mantra co-founder & director Pooja Pathak said, “We are delighted to be partnering with Qualitest. As strategic partners, we intend to deploy our vast knowledge and expertise to execute innovative, disruptive, and high-impact public relations campaigns that will help increase awareness and positively impact the business goals of Qualitest.”

    Media Mantra CEO Rahul Mehta said, “We are honoured to be chosen as the official PR agency by Qualitest, the world’s largest AI-powered quality engineering services company that has been expanding its business at a record pace globally and in India. As strategic consultants, we are committed to helping our clients achieve communication outcomes that positively impact their image and business. We look forward to executing campaigns that will help Qualitest build strong awareness and effectively engage all key stakeholder groups.”

  • GUEST ARTICLE: How to evaluate the effectiveness of mobile marketing strategies and campaigns

    GUEST ARTICLE: How to evaluate the effectiveness of mobile marketing strategies and campaigns

    Mumbai: In the modern era driven by technology, organisations across sectors and industries are leveraging tech-enabled solutions to streamline business operations. The surge in digital transformation is also changing the metrics of key business areas, including product development, marketing, and communication, among others. Brands have been readily using the advantages of digital presence for awareness, promotion, and establishment. Soaring digitalisation has reluctantly changed the patterns of customer behaviour along with their needs. New-age tech-savvy users such as gen-z and millennials are now reliant on digital devices, and among them, smartphones have become the most preferred device for online shopping, news, utility, payment, shopping, entertainment, games, finance, etc. Therefore, to cater to the needs of these modern-day netizens, brands are using mobile marketing strategies to connect with them at multiple touch-points and lure them into the marketing funnel via personalised content (ads). However, the main point to ponder is how the effectiveness of the marketing campaigns is measured and the methods to optimise them according to the changing demands of the customers. 

    Key metrics to measure the effectiveness of mobile marketing campaigns 

    Mobile marketing is gaining momentum to be a comprehensive marketing strategy thanks to the rise of smartphones, internet accessibility, and social media. The measurement typically points out the customer’s behavioural pattern and lets the brands know their problems to improve. For instance, if the interface of an application is lagging, the customer might bounce back to other competitors, leading to the declination of reputation and sales. Therefore, to determine whether a brand is performing well in the market, it is essential to segregate a few pre-requisite metrics on which the campaign’s success can be measured. These KPIs help to determine the performance of the marketing strategy in terms of customer acquisition, loyalty, retention, awareness, etc.

    The effectiveness of the marketing campaign must align with the end-mile goals of the brand. These goals can include: driving sales of the product or service; initiating support for customer engagement and retention; increasing brand awareness and promoting the business via ads across viable platforms. There is also a need to analyse these goals at a regular interval of time to address the progress and optimise the strategies for desired outcomes.

    Social metrics to hear customer’s voice

    Until this day, word of mouth is considered a well-recognized metric to determine a product/brand’s popularity. This metric usually indicates how well a brand is performing on social media platforms. Modern-day marketers often use social media monitors to track how well the organisation, brand, or product is perceived by prospective customers online. The collective measurement is in the gist of audience sentiment, whether positive or negative. It is a crucial criterion as the marketers must take hold of the time and effort they are spending, which can directly affect the ROI. However, social media conversations are dispersed and far-flung, making it difficult for marketers to consolidate the information in a meaningful way. With social media analytics tools, they can gather data and make advances in data visualisation, analysis and predictive modelling to convert scattered information into useful statistics. By successfully implementing these techniques, the effectiveness of mobile marketing strategies can be measured efficiently and insight into the customer’s needs can be congregated. 

    Retention for measurement of churn rate

    While launching an application, a brand must know how the user is meant to interact with it. Customer retention rate is an essential metric which sheds light on why and how users stay on the app over a long timeframe. However, sometimes the app experiences a churn, which is a measure of how many potential customers have stopped using the app in a given period of time (one day, seven days, and 30 days). App retention is calculated by dividing monthly active users by monthly installations.

    The strategy can be structured based on the user-base the brand is targeting i.e. android or iOS. This can also include the measurement of CPI (cost per install) and CPLU (cost per loyal user) in response to seeing an advertisement. Both of these metrics when used ARPU (average revenue per user) determine the return on investment for the brand’s marketing efforts. The crucial element is to reduce the CAC (customer acquisition cost) and calculate the ROAS (return on ad spend), which is the measure of revenue earned for cost spend on the advertisement campaign.

    Measuring user engagement to build a ‘cohort’ 

    A brand employs a variety of strategies to capture the attention of netizens and convert them into loyal customers. This method can include curating content that is personalised and targeted based on an analysis of the visitor’s behaviour. Engagement is a strategy in which the brand wants customers to use the application frequently and for longer periods of time. The most important metrics to monitor are session length, session interval, and application screen per session, as well as the conversion rate in the case of an event, interaction rate, and opt-ins and opt-outs.

    Engaged customers act as bread and butter for the brand. They not only give decent reviews of the application/product/service but also recommend them to other users, making the campaign profitable. With cutting-edge strategies such as offers and discounts, these customers can be ‘cohorted’ to unwind the behavioural trends and gain insight into the actions that lead to higher engagement.

    All things considered 

    The main things that count in any marketing strategy are agility, flexibility, and creativity. Measuring the effectiveness of marketing campaigns can save a brand from exhaustive decision-making and save costs, which sharply leads to higher ROI. KPIs also help the brand to create better content (text, video, etc.) and measure what is performing well, engaging better customers so that the underperforming content can be eliminated. A brand must create an emotional connection with its customers in order to expect loyalty. 

    Personalisation and localisation are crucial factors in creating several touch-points under a marketing strategy. Audio, video, blogs, and content partnerships are some of the methods to make brand communication mobile-friendly. Organisations must be updated with megatrends such as multi-device behaviour, omnichannel approach, attribution strategies, A/B testing etc., to optimise advertisement campaigns for cost-effectiveness. 

    According to Statista, mobile advertising spending will surpass $339 billion by 2023 and the mobile marketing market size will nearly double by 2024, clearly stating how deeply mobile technologies are embedded in digital infrastructure. Therefore, with its growing significance, brands must make sure to use it efficiently and make the most of its potential to retain a competitive edge in the digital space.

    The author of this article is XY Ads head of supply Girish Chowdhary.

  • Barista appoints Media Mantra as its communication partner

    Barista appoints Media Mantra as its communication partner

    Mumbai: Barista has appointed Media Mantra as its PR agency to handle the communication of its chain of espresso bars and cafes. As Barista’s strategic communications partner, Media Mantra has been tasked with improving the company’s reputation, increasing brand awareness, and assisting the brand’s aggressive expansion in India. Barista’s selection of Media Mantra is consistent with the company’s vision to revitalise the brand with new inspiration and creativity, expand into emerging markets, and build on its long history of success in the country.

    Barista CEO Rajat Agrawal said, “Over the years, Barista has not only grown in reputation but also in growth numbers. With the increasing number of players in the ever-competitive Indian landscape, Barista is at an exciting juncture of reinventing its approach and entering a strong growth and expansion phase. This is where Media Mantra’s well-demonstrated creativity, unmatched expertise, and vast experience will play an integral role in our efforts to position our brand in the market.”

    He further added, “The agency has a high level of passion and a clear understanding of our business and communication needs. We look forward to our next phase of growth in India with Media Mantra as our communication partner.” 

    Media Mantra director and co-founder Pooja Pathak said, “We, at Media Mantra take immense pride in becoming the PR partner of a legacy brand like Barista that has transformed coffee houses into cultural hubs and much more in India. With a clear understanding of the brand’s ambitions and priorities, we are conscious of our role as strategic advisers, and look forward to supporting Barista’s vision and mission in what promises to be an important success story.”

    Media Mantra CEO Rahul Mehta said, “Barista is one of the biggest names in the Indian F&B ecosystem with a unique brand story, rich heritage and legacy. We are thrilled to partner with them and very excited about all the possibilities we can create together to elevate the brand reputation and reinforce the brand love through dynamic storytelling. We are hopeful that our relationship will yield greater connection and engagement for the brand with its customers.”

    As part of its revamp strategy, the Indian coffee chain has rapidly expanded in tier II and tier III towns. In addition to introducing new formats like Barista Diners, an all-day dining establishment with a live kitchen, it has also modified its menu to suit the tastes of Indians. Recently, it has also increased the variety of FMCG products it offers by introducing chocolates, cookies, and coffee powder.

  • PRCAI’s Deeptie Sethi emphasises PR industry’s need to upskill

    PRCAI’s Deeptie Sethi emphasises PR industry’s need to upskill

    NEW DELHI: The PR and communications industry is doing very well thank you. That’s the view of The Public Relations Consultants Association of India (PRCAI) CEO Deeptie Sethi. The former Ford India communications boss who was brought into lead the professional organisation after stints in the US expects the spin doctoring business to grow at a healthy 12 percent year on year and she estimates it to cross Rs 2,000 crore in the not too distant future.

    “It has been growing  rapidly and is almost back to pre-pandemic levels,”  she says with a big smile.

    Sethi has brought in a new drive into the PRCAI, organising workshops, training masterclasses, keeping in mind the demands that clients are dishing out in a complex world consisting  of newspapers, whatsapp, digital media print and video outlets, TV channels, social media influencers, bloggers, fake news, podcasters, paid media, earned media, short video platforms  and what have you. 

    “There was a time when all you had to do was draw up the right communications strategy and reach out to ensure print and TV channel journos got the right brand message through the dissemination of releases,” she explains. “But today you have several options and the responsibility of a communication professional has multiplied manifold. There is a high level of penetration of mobiles, and you know, millennials, the way they are absorbing content. Today, we are overloaded with information. Upskilling and sharpening existing skillsets are the order of the day. We listen, we learn, we educate, and we practise.”

    Towards this end, the PRCAI  has conducted a three month programme called ‘Writing Pen Upskilling’ which helps professionals to learn new techniques of writing and helps them visualize a story from the journalist’s and writer’s perspective.   “We had a batch of 41 PR people. Practitioners from 10 consultancies came forward and nominated their people, ” she reveals, adding that another upskilling programme is on the anvil.

    According to her, the manner in which communications messages are being delivered has transformed with digitisation. Currently, the audience consumes messages according to their taste and requirements. And it is quick to voice its opinion and ire against brands to their followers on social media. Hence, crafting the right communications strategy targeting the right audience and tracking its impact is becoming even more challenging.  

    “Performance marketing and influencer marketing are about having the right skills but public relations and communications is all about that trust and authenticity. We have that higher responsibility to make sure we are communicating the right story,” she highlights.

    Sethi cautions that  brands cannot be built in one day. “It is a consistent effort to put the message across to the audience and build credibility in the market. Defining a clear objective is imperative to achieve the right result. The problem is that people are unable to set a clear objective and what they would like to achieve from promotion or marketing.” she explains.

    The industry is focusing on bringing in research-oriented communication expertise and specialisation, which help to identify different trends and customise effective communication strategies.

    “Today, a lot of research is happening in our communication industry, from using data accurately, to learning and improving skills,” Sethi says. “Artificial intelligence, machine learning and automation are all the rage. It is something that agencies, consultancies and  brands are looking to adopt. It is important to figure out where the gaps are and how we can work together and overcome them. Through this the industry is also solving customer’s problems – a skill that is much-needed at this hour.”

    Sethi is optimistic about the growth of the PR and communication industry in 2022. However, she is concerned about the macro challenges that the country is facing currently, with rising inflationary pressures, a weak rupee, and economic uncertainty.

    “If economic slowdown and recession come, budgets will be impacted, thereby, various other things will be affected. We can also be impacted, so we need to be cautious in our approach,” she predicts.

    Wise words from a seasoned veteran.

     

  • Digitas India bags digital communication mandate for Matter

    Digitas India bags digital communication mandate for Matter

    Mumbai: A vertically integrated product tech start-up, Ahmedabad-based Matter has appointed Digitas India as the agency for its digital communication mandate following a multi-agency and multi-phased pitch process. 

    Digitas will handle Matter’s digital marketing mandate, the scope for which will encompass communications, media, customer experience & digital assets and community engagement across its mobility and energy business verticals.

    The Matter e-motorcycle will be introduced in the second half of 2022. According to Matter, the yet-unnamed motorcycle will be the first electric two-wheeler in the country to have a battery pack with active liquid cooling. While there aren’t many specifics about this brand-new bike at this moment, it will be released in the third quarter of 2022.

    Commenting on the association with Digitas India, Matter COO & co-founder Arun Pratap Singh said, “At Matter, we are embarking on a journey to revolutionise electric mobility and energy storage space. Our innovative offerings will be represented through highly creative digital marketing and we’re glad to have partnered with Digitas, as they follow the philosophy of thinking new and leveraging the creative nuances to deliver highly compelling digital innovations, we are excited to start this journey with Digitas India by connecting with our customers creatively and helping them to transition to clean energy.”

    Welcoming Matter to its fold, Digitas India COO Sonia Khurana said, “It is our privilege to partner with Matter and to introduce the brand and product in the market. It is exciting to be a partner to the brand right from the incubation stage itself of the product. Our aim will be to stay true to our connected marketing philosophy and use the right mix of insight-driven creativity, technology, and media to drive brand love and adoption.” 

    Since its inception, Matter has invested extensively in technology development with the “Innovate in India” approach for the development of futuristic electric vehicle platforms and for energy storage applications.

  • Harman India appoints 80dB Communications as its PR Partner

    Harman India appoints 80dB Communications as its PR Partner

    Mumbai: Harman International, a wholly-owned subsidiary of Samsung Electronics focused on connected technologies for automotive, consumer and enterprise markets, has awarded its PR account in India to 80dB Communications, an integrated reputation management advisory.

    80dB Communications will be responsible for developing all PR and external communications programs aimed at showcasing the company’s innovations across its three businesses – automotive, lifestyle and digital transformation solutions.  

    Harman started its operation in India in 2009. Today, the company has more than 10,000 employees across India. In line with Prime Minister Narendra Modi’s ‘Make in India’ vision, Harman has invested significant resources in building its R&D and manufacturing capabilities in India, including a state-of-the-art factory in Pune, Maharashtra, that delivers cutting-edge infotainment and audio solutions for Harman’s automotive partners.

    “We chose to partner with 80dB Communications for their creativity, insights and integrated communications approach. We look forward to working with them to create greater connections and engagement with our stakeholders and share more of our incredible brand stories”, said Harman India & DTS senior director (corporate communications) Jasleen K Makker.

    80dB Communications co-founder and Joint managing director Kiran Ray Chaudhury said, “We are thrilled to begin this exciting journey with HARMAN and look forward to this partnership to manage their strategic communications.”

  • GUEST COLUMN: The harm that good ads do

    GUEST COLUMN: The harm that good ads do

    Mumbai: If you want to greet somebody in the morning, two things are essential. First, you have to say ‘Good Morning,’ not ‘Good Night’ or ‘Good Afternoon.’ And second, you should say it pleasantly. If this combination goes haywire, you won’t get the other person to say ‘Good Morning’ to you, and with a smile.

    What to say is the ‘strategy’. How to say is the ‘creative’. Effective communication is a perfect blend of content and presentation.

    The job of strategy is to set the message right. And to do that, it has to get the objective right. It should be a precise and well-defined objective. The objective must be in terms of a shift in feeling with reference to the brand in question. And then, to achieve that, the specific message has to be precise like the tip of an arrow. Sharp.

    A creative’s job is to say ‘Good Morning’ but in a way that is interesting and engaging. Saying it with a blank face and with a serious voice won’t cut any ice. At the same time, a creative cannot say ‘Good Night’ in the morning howsoever enchanting the way it is said in. Your audience will like the smile and the charm but won’t get that you wanted to greet them with a ‘Good Morning.’

    When the strategy is right, it may be basic, it may be obvious, but if it is right, the job of the creative is to engage the audience in a powerful manner. And only an emotional approach can engage the audience in a powerful way. Emotions can be of any kind, including humour, which is one of the most powerful emotions used for communication.

    Things start behaving like life when we forget this basic principle. When we create ads that are very engaging but they don’t say ‘Good Morning’ or ‘Good Afternoon,’ they might confuse people but in a very engaging and charming way. The road to disaster is paved with charming ads.  God forgive them for they know not what they were supposed to convey.

    And while they don’t communicate what they were supposed to, they obviously don’t get the right result, which is primarily contributing to the brand image and secondarily, helping sell the product. When the batsman doesn’t score the runs in spite of hitting some beautiful shots, the selectors start believing that those shots must not be used again. While the real culprit is the strategic miscalculation while executing these shots.

    Clients start believing that since these charming ads aren’t working in the long run, charming ads don’t work. They don’t see the bigger picture and become wary of ads that are highly creative. And they go back to dull and boring ads which they believe work for the brand.

    We need to understand and distinguish between four kinds of ads:

    1.     Boring ads based on wrong strategies.

    2.     Boring ads based on the right strategies.

    3.     Highly engaging ads based on the right strategies.

    4.     Highly engaging ads based on wrong strategies, and

    No 1) Boring ads based on wrong strategies are certified and guaranteed disasters. Nothing can save them. Everything is wrong with them. Life looks quite pointless after watching them. Something immediately dies inside you.

    No 2) Boring ads based on the right strategies are mediocre and will bring average results for the image. Look around, the world is full of them. These are donkeys walking in the right direction. But they are donkeys.

    No 3) Highly engaging ads based on the right strategies are the darlings of the industry. Everybody wants them. Though, not everybody recognizes them. There is no debate on these. They build factories.

    No 4) These are highly engaging ads based on wrong strategies. These are the good-looking villains which do the real harm. They are like ‘Asurs’ in the guise of ‘Apsaras’.  Because of them, you don’t get the message right. They say “Good Evening” in a beautiful voice at 7 am, leaving the audience charmed, confused, and lost.

    These ads give a bad name to the really good, charming, engaging, and creative ads. Clients become wary of all creative and clutter-breaking ads. Once bitten, twice shy. The Cred Rahul Dravid ad is the epitome of this category. Highly engaging and disruptive, but leave the audience asking “Arre kehna kya chaahte ho bhai?”

    (Kapil Mishra is a brand and creative Consultant at Indiassetz, where he oversees the entire marketing, social media communication, and advertising. The views expressed in this column are personal, and Indiantelevision.com may not subscribe to them.)

  • Truecaller onboards Pragya Misra Mehrishi as public affairs director in India

    Truecaller onboards Pragya Misra Mehrishi as public affairs director in India

    KOLKATA: Caller-identification app Truecaller has appointed Pragya Misra Mehrishi as director of public affairs in India. Truecaller stays committed to India by continuing to expand the public affairs mandate in its largest market with over 200 million users, the company said in a statement.

    Pragya will be responsible for nurturing relationships with key stakeholders spanning government, media, partners, civil society, and investors and report to chief commercial officer Kari Krishnamurthy, it added.

    Pragya joins from WhatsApp, where she was one of the early hires managing communications and driving reputation and advocacy efforts single-handedly for her first couple of years at the company. Prior to that, she was responsible for increasing trade from Danish private and public enterprises to India and South Asia at the Royal Danish Embassy. She also worked at EY India and had an entrepreneurial stint.