Social Beat | Social Media and Digital Marketing Blog
Founded in 2012, Social Beat is one of India's leading digital marketing solutions company which helps companies build their brand and get business results via the digital medium. The 80 member team offers integrated digital marketing solutions including website development, user experience consulting, social media marketing, content marketing, video production, Search Engine Optimisation,..
Suneil Chawla recently participated in the Pitch CMO Summit 2019 held in Bangalore. The Pitch CMO Summit is a flagship property of exchange4media group, and the presenting partner for the event was The Hindu. Each year the summit focuses on current and relevant marketing topics, in the transforming global market. This year’s theme for the event was ‘Demystifying Brand Building Experience’.
The discussion started off with the topic ‘Survival of the Fittest: How Brands can win in the Digital Age’. The panelists for the discussion were Aarti B Iyer, Marketing Head, Unibic; Ashutosh Vaidya, Chief Marketing Officer, Kurlon; Mangesh Panditrao – CEO, Shoptimize; Meera Iyer, Chief Marketing Officer, Medlife.com; Samyukta Ganesh Iyer, Head of Marketing, Baskin Robbins India, and Suneil Chawla, Co-Founder, Social Beat & Influencer.in. The session was moderated by Ramesh Jude Thomas, President and Chief Knowledge Officer, EQUiTOR Value Advisory.
The discussion started off on a political note which then moved towards recognition of a brand followed by how brands need to constantly adapt to changes and keep up with new trends. Suneil Chawla speaks about the importance of gaining the trust of a customer by reaching out to them and how digital makes people create shortcuts which helps in a faster response.
The event was a grand success with insight being shared by industry leaders, helping in understanding the role of digital marketing and brand building experiences.
Social Beat recently concluded the Digital Leadership Summit for 2019 held at Bangalore. The event was a grand success. With industry leaders sharing their insights. Mr. Atin Chhabra – General Manager, Marketing at Schneider Electric shed light on the digital transformation of B2B Customer Experience for large and diverse organizations like Schneider Electric. Here are some of the highlights of the session.
Linear supply models are outdated – customers now want experiences
Digital Customer Experiences help brands attract, engage and transact with customers
70% of investments for Digital Capabilities go towards creating customer experiences
86% of customers will pay a 16% higher price if satisfied with the experience
No more linear supply models:
Gone are the days when companies introduced a product in the market and it had to be accepted by the consumers. Times have changed, today there are more platforms for consumers, more architectures to experiment on and more connected products. This gives rise to a demand-side play, consumers these days do not demand more products or services but a more engaging customer experience.
Mr. Atin speaks about how it wasn’t long ago when the competition was determined on the basis of products or services. Another company selling similar products or services they were considered as competition. However, that isn’t the case anymore. For a company like Schneider which deals with energy, management, and automation, the competitor for Schneider would be Amazon. This is solely because of the customer experience offered by companies like Amazon. The thin line between who competitors are and who offers a better experience is diminishing.
Change in Competitive Advantage
Traditionally competitive advantage was factored in on the basis of 2 key points which are:
However, gone are the days when competitive advantage meant low cost and differentiation. Today there are a number of companies that offer both lower costs while also being highly differentiated. One of the most important takeaways from this differentiated competitive advantage is the scale of operations and the experience they have within the specific domain. This indeed is competitive for any traditional company.
To adapt to this companies may look at case studies on big internet giants like Google, Uber, and Amazon, but this constitutes only 6% of the total companies in the world. Other than these big companies that make the 6% while the rest of the 94% of companies which have existed for more than a century or two. What is it that these traditional companies that make up the 94% have done? How do they compete with the big names? According to the statistics, these traditional companies who have implemented digital transformation strategies have seen a 9% increase in revenue. They have seen a whopping 26% increase in profitability. Not only does the digital transformation for companies help in money making but also helps in saving costs. These companies are known as digital masters.
Digital Masters look at digital transformation on two dimensions:
Left-hand side – This side accounts for the Digital Capabilities (Google, AI, LinkedIn, Facebook, etc) introduced in the organization to be technologically sound and ready.
Bottom side – This side accounts for the leadership capabilities. How digital talent is trained? How to upskill talent to think digital?
Digital Capabilities today are spread across 3 different functions.
Customer experience – How good the customer experience is
Operations – this is all about the connected products, sensors, etc
Business model – looking to reinvent business models or supplement existing business models.
According to public data, close to 70 percent of digital transformation investments go to digital customer experience. This is because over the course of time customers have also changed, this change is not limited to B2C but also B2B customers.
The change is such that 57 percent of the B2B customers have decided what to purchase even before contacting the vendor. Almost 55 percent are looking for B2B products on social media platforms other than LinkedIn. The most astonishing fact is that 86 percent is willing to pay 16 percent more price for an amazing experience. While a good digital experience is important for the digital footprint, it is important to have content to offer a good experience.
Digital Customer Experience
DCX or Digital Customer Experience is becoming the forefront to interact, engage and transact with customers. It is very important to get the basics of user experience correct.
Here are the four pillars for creating a digital customer experience function or strategy.
Frame the digital challenge: At any large organization, the digital transformation is primarily run across various departments.
Sustain the transformation
Keep customers at the core
Mobilize the organization
These four pillars need to be kept in mind while creating a digital customer experience strategy. As each pillar looks into important aspects of a digital customer experience this ensures the strategy covers these aspects.
Here are 4 pillars looked upon for the digital transformation agenda at Schneider:
Secure: this function deals with cyber security which is essential when taking functions digital.
Eco-Structure: these are the connected products, sensors that can provide data giving predictive analytics
Operate for efficiency: integrating different platforms to create one platform with multiple functions
Engage through experience: Schneider defines the metric of experience by looking at the digital net satisfaction score. When this score is equal to the country’s net promoter score it is considered to be delivering an experience. This translates to the customer being happy with the platforms as well as the services.
Digital Marketing was considered to be the future of marketing until a few years ago but of late it has all boiled down to digital customer experience. This digital customer experience works across the entire company. It is important to increase the competence of the people, while hiring is possible, the most effective way is by upskilling and strong digital community program. The top-down approach helps in building a stronger digital community within an organization rather than hiring a small group.
Page loading speed and mobile-friendliness have been among the most important Google ranking factors. To combine the two, Google has worked towards making mobile pages load faster with the help of an open-source framework which is called AMP (Accelerated Mobile Pages). AMP is considered to be one of the best ways to build good web pages that rank on Google and drive higher organic traffic. With the success of mobile AMP, Google developed other versions like desktop AMP. The most recent innovation with AMP involves a platform people spend a considerable amount of time on: the email.
AMP in email is offered by the Gmail Developer Preview. This helps developers in creating a more engaging and interactive email experience. Here are some of the advantages of AMP for email.
Completing actions with the help of AMP will be much faster, like sending RSVP for an event, scheduling appointments, or simply filling up a questionnaire within the email message.
AMP helps in keeping information of the email relevant and content accurate so that emails don’t become stale. This also makes it easy to keep information updated. A simple example would be confirming an account on a website, with the help of AMP for Emails one can access the confirmation page instantly without having to open a new tab. This makes the overall process more efficient and time saving. This new update also offers a preview for websites like Booking.com and Pinterest within the email.
AMP-powered email has potential that can be beneficial for email marketing, because the engaging content can increase CTR while also generating more interest when compared to a regular email.
Content marketing benefits from this update, as users can receive and access content on their email itself. This again improves the users experience making going through emails a more pleasant experience. This holds true even for users accessing emails from their mobile device.
Companies are working on creating new customer experiences by using AMP for emails. Adding this functionality to emails helps in eliminating the need to open a new tab to finish the task; instead it can be done within the email itself.
The new format of AMP for Emails is supported by Google’s Gmail, Microsoft’s Outlook.com, Mail.Ru, Verizon owned Yahoo Mail to list a few while it is open to other providers as well. With security and protection of personal information becoming increasingly critical lately, Google has taken several measures to safeguard this. This is why companies creating dynamic emails will need to seek approval from Google first.
Companies which have already started supporting this format are:
The format supports AMP features like carousels, lists and forms among others, while also including the standard HTML markup for email clients supporting AMP. Google has brought in other partners who will also support the AMP for Email on their respective platforms as well. Some of these partners include:
SparkPost – a platform for email delivery and analytics
Litmus – a tool that helps in designing and marketing of emails
Twilio Sendgrid – an email and marketing tool
SES and Pinpoint – tools by Amazon used for email and marketing
AMP for emails is a much needed update for emails making them more engaging and interactive. This update for emails opens up opportunities for content creators as well as advertisers to roll out fresh content for email marketing.
2nd April 2019: Social Beat, one of India’s leading digital marketing agencies, bagged two top awards in the ‘Digital’ category at the recently held ‘Maddys 2019’ in Chennai. The first, a Gold Award, is for the Best Use of Digital for Klay Schools, and the second, a Bronze, for the Best Digital Public Service for Social Beat’s road safety awareness video.
‘Maddys 2019’ is an annual award event organised by the Ad Club of Madras to honour the most creative minds of the Indian advertising industry. This is one of the top advertising awards recognising path-breaking campaigns in various categories such as Print, Radio, TV and Digital.
Commenting on the digital initiatives for Klay Schools, Vikas Chawla, co-founder of Social Beat, said, “Klay is one of our premier clients in the educational sector and our specialised digital initiatives have played a significant role in establishing them as one of the preferred pre-schools in India. We began with a refresh of their website keeping in mind factors like design functionalities and user – experience. We also leveraged their YouTube channel with a series of videos highlighting the environment and the approach adopted by Klay schools in nurturing future generations. The center-specific digital campaign strategies proved to be a great tool for increased visibility, creating brand awareness and driving walk-ins.”
In addition to this, Social Beat also won an award for their unique video highlighting the importance of maintaining good road etiquette. Speaking about this recognition, Suneil Chawla, co-founder of Social Beat said, “The video titled ‘A Day in the office ft. Bad Drivers’ highlights the bad behaviour of drivers on the road compared to everyday work life. We projected basic road safety rules such as ‘Don’t text while driving’ and ‘Don’t drive on pavements’ using some common professional etiquette examples. This video was a huge hit on all our social media platforms.”
These awards follow close on the heels of the prestigious ‘Best Digital Marketing Agency of the Year’ that Social Beat won at the Marketing Maverick Awards held in Mumbai.
India’s regional language internet users are estimated to grow at a CAGR of 18% versus English language users at 3%. In fact, by 2012, 9 out of 10 new internet users will browse the internet in their own vernacular. Affordable smartphones and low-cost data plans have also acted as catalysts, further driving the growth of regional content online. Brands will have to focus their efforts on creating an effective multilingual marketing strategy if they wish to cater to India’s next billion internet users.
If you are new to the multilingual marketing bandwagon or would like to learn more about this new digital marketing trend, take a look at our in-depth guide on multilingual marketing, that speaks in detail about:
What is multilingual marketing?
Why brands need multilingual marketing
Common challenges and
Tips to create a customised multilingual marketing strategy
The Digital Leadership Summit 2019 held at Bangalore was a massive success, to say the least. With insights shared by leaders of the industry. Mr. Ishan Gupta – Agency Lead, New Business at LinkedIn shed light on how companies and B2C brands can use LinkedIn as a platform to grow their business and how leveraging on the LinkedIn network can help businesses. Let’s have a look at some of the key insights of the session.
Leveraging LinkedIn for B2C - Ishan Gupta of LinkedIn - YouTube
Building a new agency partner program for mid-market and independent agencies.
73% of the members are willing to accept B2C content.
More than 3 million mass affluent users can be targetted with the help of content.
Reaching the right professionals in the right context in the right environment
There is 7X more engagement on LinkedIn
Using data to help brands attract, engage and transact with customers.
New Customer Experiences
The linear supply models have become outdated in recent years. Customers today want a new and fresh experience while on the internet. According to recent statistics, almost 73% of members on the platform are ready to accept content which is consumer-centric. These users are keen to accept content that is B2C which also lifts the tag that LinkedIn is only a B2B platform or focuses only on B2B. This acceptance of B2C also makes the platform become the perfect environment for consumer brands to reach out to an audience with whom they can engage with while on the platform. Almost 98% of the existing advertisers believe that the platform is a great place to be on for engagement with consumers.
There is a significant amount of investment being made towards enhancing digital capabilities by brands. This includes creating a space for the brand within the digital ecosystem and making the brand visible to the consumers on various platforms. However, the most important part of the digitization of brands and businesses is customer experience. Good customer experience is very important for the brand and especially the in the digital space the digital customer experience is key to the success of the brand and as a result, almost 70% of the investments towards digitization of a brand or business goes towards creating a good customer experience.
LinkedIn is the largest platform with a global reach for professionals and it is with no doubt that the members of the platform are among the highest paid executives. One-fourth of the userbase of the platform belongs to the highest tax bracket. This also means that the spending capacity of one-fourth of the users is high enough for consumer brands and even luxury brands to target. Good digital customer experience is very important for a business and if the customer is satisfied with the digital experience more than 85% of the customers are willing to pay a premium of almost 16%. All this is possible only because of the good customer experience provided to a customer on a digital platform or marketplace.
Planning for the future
With almost a fourth of the user base being of the highest tax bracket, it is no surprise that the users will be planning for their future. This planning will also include investments of different kinds including investment in the securities market. One in seven users of the LinkedIn platform have invested their money in the market in the form of mutual funds. This makes for some very useful data for the mutual fund companies, and also gives them a clearer idea of their target group.
The data that is collected on the platform with the help of the userbase can help the B2C business. This data can be used for tailoring new products which can focus on a specific target group. The data helps in curating a buyer persona which makes it easier for companies to work on consumer products which can better suit the needs of the consumer. The average user of LinkedIn is on the platform for a specific reason and not just to browse or while away time which makes the platform different from social media platforms.
The best part of having an audience from a platform like LinkedIn is that audience engagement is really good. These audiences have been bucketed into various segments with the help of the new advertising platform.
Mass Affluent: There are more than 3 million mass affluent users on the platform. How the categorization of mass affluent works? Any individual having investible assets worth more than seventy lakh rupees is considered to be a mass affluent. This is the extent to which data can be narrowed down to for categorization purposes.
High Networth Individuals: This again is a very niche segment that can be used to target a certain category of individuals within the platform. The targetting of high net-worth individuals or HNI’s can be done by brands or businesses looking for clientele with a market offering that targets the niche markets.
Young and mobile: Brands, businesses and even jobs that target young and mobile people with the help of the new advertising platform. The target audience can be reached out to directly with the help of filtering in order to be target specific. This again helps in target specific marketing campaigns, this makes the campaign’s cost effective as well as direct.
Function and Industry: With the help of the new platform it becomes easier to narrow down on a person or target group working at a specific function or hierarchy within a specific industry. Making the options to target consumers even more specific and enhancing the interaction with the targetted audience much faster and more effective. This then helps in getting a better return on investment making the initial investment purposeful for the business.
The tool for the platform is effective to the extent where a person or a group of potential consumers can be targetted based on the basis of the school attended by them. Making the search and targetting of consumers more effective to say the least.
With a rapid global shift towards digitization the digital customer experience of utmost importance for a business or a brand. A good digital experience for a customer helps the brand in attracting more customers while also having loyal customers. Engaging with the customers is important to help the brands understand their customers and the requirements in order to cater to the specific customer groups and their requirements.
If you’re trying to successfully drive traffic to your website’s blog page, getting to the top of Google’s search results is your biggest task. However, if you thought ranking at the number one position was the ultimate goal, you now have a new contender – the Google Answer Box or Featured Snippet.
What is the Google Answer Box?
Google introduced its new Answer Box feature in 2015. Referred to as the Google Answer Box or Rank 0 or Featured Snippet, this feature is a box you see above all search queries on Google. The Answer Box provides users with quick and easy answers or “snippets” of information. These answers are selected from content that ranks on page one, but not necessarily Position One.
Google Answer Boxes are not only convenient for users who are looking for answers, but it is also an excellent opportunity for brands to gain more page visitors, as Google Answer Boxes get a 2x higher click-through rate and steal most of the organic traffic on the internet.
Before we dive into a few more details, here’s a quick video on the benefits of Google Answer Boxes and how you can rank for them.
Google Featured Snippets and Answer Box - Learn their benefits & how you can rank for them - YouTube
Types of Google Answer Boxes
Before we get into how you can optimise your content to get a Google Answer Box, let’s take a look at the four different kinds of Featured Snippets.
Paragraphs – These are the most common type of Featured Snippets. Here, answers to a particular search query will appear in the form of a paragraph. The answer to the query might be longer in the source page, but the Google Answer Box will display a small, quick response that works.
Optimising content for Paragraph Featured Snippet
Paragraph Featured Snippets will only include a short section of your content – around 40 to 50 words, so be sure to provide your answer within that limit. To maximise your chances of getting a Paragraph Featured Snippet, use the query as the title and then answer the query directly below, as seen in the example.
Lists – These Featured Snippets will be either in the form of a numbered list or a bulleted one.
Numbered Featured Snippets appear for content that explains a step-by-step process. For example, a recipe or DIY project.
Bulleted Featured Snippets, on the other hand, will display content in a bulleted list where the order of the information doesn’t matter.
Optimising content for List Featured Snippets
To optimise your content for a Numbered or Bulleted List Featured Snippet, you need to ensure that your content is formatted in the form of bullet points. Like in the case of a Paragraph Featured Snippet, you can maximise your chances of getting picked up by having the query as your main title and answering it directly below, this time as a list. Another way to optimise your content is by outlining steps in your blog post, and using each step as a heading.
Tables – Table Featured Snippets are great for showing a collection of data. You don’t necessarily have to format your information in the form of a table as Google will do it for you.
Optimising content for Table Featured Snippets
Start by doing the work for Google – put your information in a table. Not only will this make your website’s visitors happy to get all the information they need at a glance, but it also makes it easier for Google to find your content. Finally, start with an appropriate heading followed by your table of data.
Video – Of late, a lot of videos have been showing up in the coveted “Position Zero” spot. Googles chooses videos to help answer a number of “how to” queries, highlighting a few seconds of a clip in a particular video that will best answer the searcher’s query. You can see the highlighted clip (the blue bar) in the image below:
Now that you know the basics of optimising your content for the different types of Featured Snippets, let’s delve a little deeper into a few more best practices you can adopt for your content to get its own Google Answer Box.
Be clear and concise
The first rule of getting a Featured Snippet is ensuring your content answers specific queries. More often than not, when a user types in a query, it is in the form of implicit or explicit questions and long phrases. Structuring your content to answer these questions and phrases effectively is how to rank in Position 0.
For example, if the query you wish to get a Google Answer Box for is “Best residential localities in Coimbatore” try and match it as closely as possible to that keyword so that you have the chance to appear as a Featured Snippet. Additionally, make sure your answer is precise and that you stay within the prescribed word limit of 40 to 50 words (a maximum of 100 words) or 3 to 4 sentences. If you’re looking for more information to rank higher in the search results, take a look at our blog on must know Google Search tips and tricks.
Target queries that already have a Google Answer Box
Efficient and effective keyword research is the cornerstone to any great piece of content. Creating content without adequate keyword research is like shooting an arrow in the dark – you stand very little chance of ranking in Google’s SERPs.
Before you begin writing content for a Google Answer Box, start your keyword research by looking for question-type queries – those that begin with what, why or how, as well as long-tail queries with no question words. The aim here is to include a seed keyword with as many long-tail keywords as you can in your article. This way, you can create well-written long-form content that answers multiple related questions in a clear and cohesive manner.
To intensify your keyword research, there are a number of tools at your disposal, namely Moz’ Keyword Explorer, Answer The Public or Ahrefs. These tools will be able to throw up more results related to your search query helping your broaden your search for keywords that trigger a Google Answer Box.
You can also browse through Google’s own “People also ask” section to further research your topic or selected keyword. These related questions can offer massive insights into what Google considers related topics to your own. You can also check out our blog on On-page and Off-page SEO Tips for 2019 for more information.
Very often, many of Google’s Answer Boxes are filled with content that doesn’t fully answer user queries. Target such examples and ensure your content is better aligned to what users are looking for. If your competition has a Google Answer Box for a particular keyword, read through the content and analyse if you can create similar content or can modify your own existing content to better respond to the search query. This increases your chances of getting your own Answer Box and staying in Position 0 for much longer.
Optimise your UX for better crawlability
Getting a Featured Snippet isn’t just about the quality of your content. You can also improve the design and experience you provide your visitors. Not only do phenomenal UI and UX play critical roles signal Google to rank your website higher, but also heighten your chances of holding on to your Featured Snippet.
Constantly monitor and track progress
Once you’ve achieved your Featured Snippet, work does not end. Answer Box results can change in mere seconds, so the onus is on you to constantly track your progress – for how long you have managed to sustain your Position 0 or if you have slipped down the rankings. Try different things like opting for a table or a list instead of giving information in the form of a paragraph, or answering queries that appear in Google’s related search queries. Including high-resolution images with the right captions and tags and structuring your content with appropriate headings and sub-headings in H2 and H3 tags are also a few ways to help you improve your content and the user experience you provide.
Additionally, Voice Search queries are very often picked up from Featured Snippets, particularly by smart speakers like Alexa and Google Home. Brands will need to constantly update and optimise their content to stay in Position Zero to feature prominently for Voice Search queries. You can also check out our detailed video on Voice Search Marketing for more information.
Voice Search Marketing - A Complete Guide - YouTube
With these tips in hand, you’re now ready to win your own Google Answer Box! Remember to implement all of these strategies as Google’s Answer Box feature is in a constant state of flux, with rankings and results changing overnight. Keeping yourself up-to-date with the latest trends in digital marketing, will enable you to rank higher, achieve a Featured snippet and sustain it for an extended period of time. Before you go, take a look at our informative video that further explains how to optimise your content for a Google Answer Box.
Over the last two years, LinkedIn has become a go-to advertising platform, especially for the B2B segments. With new features such as lead ads and matched audience, advertisers have been able to reach a qualified target audience at a competitive cost per leads. In an effort to constantly improve the ad platform, LinkedIn has recently updated its ad targeting options, providing three new features – Lookalike Audiences, Interest Targeting and Audience Templates. These new options afford marketers the chance to scale their marketing efforts and improve ROI. Let’s take a closer look at these features.
What are Lookalike Audiences?
Lookalike Audiences is a feature already used by Facebook. This powerful tool helps you target and reach audiences who are similar to your ideal consumer. LinkedIn’s new tool combines traits of your ideal consumer with their company and member data to help you reach newer audiences that are similar to your existing customers, website visitors and target accounts.
LinkedIn introduced its Interest Targeting feature in January of this year. This tool gives marketers the advantage of reaching LinkedIn users with relevant ads that match their professional interests. LinkedIn has further expanded its marketing capabilities by partnering with Microsoft’s Bing search engine. This adds an additional level of interest targeting whereby you can now reach users via the topics or content they search for and consume. All this is done in a way that completely respects members’ privacy.
What are Audience Templates?
Audience Templates are a boon for marketers who are new to advertising on LinkedIn or for exiting marketers looking to reach newer audiences. With this new feature, you can choose from 20 predefined B2B audience templates that include characteristics like job titles, skills, groups and so on. With just a single click, you can create a set model to target specific audiences, without wasting too much time at set up.
Lookalike Audiences, Interest Targeting with Bing and Audience Templates are now available to all LinkedIn advertisers. Leveraging these three new features will help B2B brands bolster and scale their ad campaigns to reach a more extensive number of highly-qualified leads via digital. You can also read our blog on LinkedIn Showcase Pages and why you must use them for more information on LinkedIn’s marketing tools.
Our co-founders, Suneil and Vikas Chawla, were recently featured in the March 2019 edition of Insights Success magazine, as part of “The Top Ten Mind-Blowing Corporate Media Solutions Provider”.
Digital solutions today are an indispensable part of any brand or company’s marketing mix. While there are several digital agencies in India, the founding brothers spoke in-depth about what sets Social Beat apart from their peers – a client-centric approach backed by creativity.
To overcome these challenges, the founders speak about adopting new technology for better solutions for their customers including influencer marketing platform Influencer.in and multilingual content marketing platform 22 Languages.
The success of any company lies in the well-being of its employees. And Social Beat prides itself on creating an inclusive, transparent and empowering work-culture. The founders allude to creativity and enthusiasm running high throughout the organisation that has helped Social Beat grow from strength to strength since its inception six years ago.
2019 marks the 11th year since YouTube’s entry into the Indian market. To help marketers and creators understand the impact YouTube has made in India and how it has become an integral part of the digital ecosystem today, Youtube hosted the 2019 Brandcast in India.
YouTube currently has over 265M users in the country and this number is expected to reach 500M by 2020. This is in relation to the increase in the total number of internet users in India that has grown from 15M just five years ago to 100s of millions of users today. Its ability to provide a personalised media experience and offer content in various languages has made YouTube one of India’s most-used platforms.
YouTube has become a platform for all types of content
Over the last 11 years, YouTube has become a platform for storytellers and creators to share content in different languages and reach an engaged audience in rural areas and big cities alike. It has become a success story for numerous YouTubers like ‘Mostly Sane’ who uses YouTube to discuss social issues such as mental health and whose channel currently has 3M subscribers. More recently Priyanka Chopra chose YouTube to extend her audience reach with hew new show ‘If I could do just one thing’.
Susan Wojcicki, CEO of YouTube, says it is the preferred social platform for creators and businesses alike due to its ability to reach out to a large audience pool in a personalised way. When Pepsi ran an ad campaign on YouTube, it saw a 14% increase in sales and 3.3x return in ad spend. Alternatively, Hyundai’s ad campaign had a massive audience reach of 221M. The ability to scale and impact on YouTube can result in business leading results. Currently, vernacular content is taking centre stage and has helped increase engagement across all channels.
How is the media landscape evolving?
Mark Patterson of Group M discussed the video revolution in India and how it has changed the way brands communicate with their customers. Group M is a media advertising company that has had a presence in India for more than 2 decades and is responsible for 1 in 2 ads in India.
Mark highlighted how the media landscape has evolved and how mobile video has become a secret weapon for many marketers. One of the main reasons for this is the change in the way users consume content and seek entertainment. They look for three things: convenience, customisation and choice. Statistics also show that 60-70% of people in India consume content on mobile video every day.
The digital spends in India remain comparatively low when compared to China where 64% of ad spends is digital while this is only at 18% in India. However, India is one of the fastest growing economies in the world at a 14% GDP and digital ad spends is expected to catch up soon.
Mark Patterson also discussed the three main themes on the why and how of digital advertising in India and how YouTube affects these themes.
1. Driving results across through the funnel YouTube has allowed marketers to have a mass reach and gain more awareness of their brand with tools such as YouTube Masthead.
2. Unlocking creativity YouTube allows for personalised messaging that has helped deliver performance. This has resulted in a 20% uplift inconsideration, a 31% increase in awareness and a 900% increase in search queries.
3. Cross channel planning While this is still a fairly new concept for most media agencies. Group M has taken a step in this direction by integrating YouTube reach data with Group M planning tools. This has helped them optimise maximum reach across multiple devices.
How a Youtube Masthead helped achieve incredible results for Sundaram Mutual- Case Study
It is no secret that Youtube has become the secret weapon for many marketers to reach their target audience. To take advantage of the immense reach that Youtube offers, Social Beat collaborated with our client Sundaram Mutual to create a masthead ad to promote their new fund. This campaign generated incredible results, proving the effectiveness of Youtube as a medium to reach out to the target market.
Sundaram was launching an open-ended equity scheme and wanted to create awareness around their product within a short period of time. Digital marketing has been proven to provide finance companies with the reach they require so Youtube was the obvious choice when it came to achieving the objective.
How was the campaign executed?
Mastheads are usually charged on a daily basis so we used the 24 hour period we had as effectively as we could. To enable maximum viewership we ran the campaign over the weekend. For the entirety of the day any individual that accessed Youtube through their desktop, tablet or mobile device saw the masthead ad at the top of their pages. This helped us increase our subscriber base and drive traffic to the website.
The 20-second Sundaram masthead achieved phenomenal results. Sundaram’s subscriber base grew from 356 to an outstanding 56,000! It has increased since then and is currently standing at 57,000 and growing every day. The video also generated 14 million views in a span of 24 hours.
To achieve these incredible results, we adopted a digital-first marketing strategy to reach the target audience. We were also able to track and measure our results to scale the brand to new heights.
You can read more about our Youtube ad campaign with Sundaram Mutual here.
What do brands need to consider to increase ROI
Ben Jones, Creative Director at Google says that 30% of ROI is driven by media elements and targeting data. The other 70% comes from creative. There are three elements that affect ROI in digital:
1. The consumer’s attention
Many people assume that with all the content out there, the consumer’s attention span is decreasing but this is not true because people today prefer long-form content to short-form content. What has changed is how quickly consumers reject and accept the content they consume. The content needs to be longer, richer, deeper and grab the attention of the viewer faster.
2. Understanding customers better
Another way a brand can improve ROI is by understanding the customers better with more personalised messaging. They should change content according to the target audience and in a way that will allow the brand to relate to the customer better. Statistics show that customisation of the ads specific to the target market can result in a 10% lift in ad recall.
3. The content needs to be mobile optimised
Research has shown that In India 60-70% of content is consumed via the mobile device. Therefore, when creating content, brands need to keep in mind that the shots framed and the stories told are optimised for the mobile user. It is important for agencies to rethink their digital content strategies this way so they are able to get the brand message to the target audience better.
To help agencies adopt the above strategies in their content plan, a new Rethink Council has been created to identify how brands can rethink their marketing and targeting to measure and maximise creativity to connect to the customer.
YouTube Brandcast India 2019 ended with an insightful discussion with world-renowned director Zoya Akhtar. She highlighted the importance of the role YouTube played in her recent film ‘Gully Boy’ and how she was able to discover and do in-depth research for the movie through YouTube. YouTube also played a huge role in promoting the supporting content for the movie such as trailers and interviews.
YouTube has played a crucial role in the evolution of digital media in India and YouTube Brandcast 2019 highlighted the importance of the digital platform and how it has changed the way people consume content in India.