B2B interaction via mobile: Get it right the first time, or not at all
The Indian mobile user has already grown accustomed to being interrupted by all manner of consumer promos. In the West, B2B decision makers already use social networking via the mobile platform for more targeted business communication. As we pick up on this ready marketing tool, let’s learn from their experience and not reinvent the wheel.
Internet penetration may be laggardly in India, but – as the Reliance Communication TVC points out – mobile telephony has reached places in our country where even the basic amenities of modern life have not yet arrived.
The Indian mobile user has already grown accustomed to being interrupted during any time of day by all manner of consumer promos by or through their service providers. In the West, B2B decision makers have gone further, already using social networking via the mobile platform for more targeted business communication. As we pick up on this new application of a ready marketing tool, let’s learn from their experience and not reinvent the wheel.
The promise of mobile social networking in the Indian B2B space is plain enough. As the social infrastructure strains to keep pace with the opportunities and threats unleashed by globalisation, it is the B2B segment that is first coming under increasing competitive pressure.
The need for prompt access to actionable information grows daily more acute. The smart B2B marketer, visibly the most frequent of all flyers, can expect to be reached while on the move with more business SMS than ever before.
But as experience in the West is showing up, having a well-planned strategy is critical: “carpet-bombing” your network of business contacts without thought to the relevance of each message to each recipient, could break instead of build business links.
The mobile as a marketing communications tool (that is, minus add-ons like camera, FM and MP3 access) is first of all a person-to-person medium. Not everyone who participates in a particular mobile social network is a viable target for every message. So, their thirst for prompt access through the mobile social network is all too easy to abuse. Those at the receiving end of what is effectively spam SMS – whether potential customers or channel partners – are likely to be less than forgiving in the B2B space, unlike shoppers in the B2C.
They will welcome information or queries about new developments, opportunities, potential customers, contacts, market channels. Not corporate gossip. Not jokes. Not games. Not jingles and ads. B2B mobile social networks are about useful knowledge and meaningful dialogue.
The viral mode, which gives you word-of-mouth access to likeminded bloggers and e-mail users, can also be used to good effect. And that again points to the need for an integrated campaign to encourage user-generated communication in support of your brand.
This is what makes the mobile social network both more effective and more difficult (for both B2B and B2C applications).
First, because the mobile cannot work alone. It can reach the targeted buyer as nothing else can: it’s always on his or her person. It can deliver a “come on” quite effectively. Most of these networks and portals are accessible to the more advanced phone models, even deliver a short e-mail message. But the technology has its limits in terms of memory and download speed.
So, it needs to be integrated with other communication, online and offline. In the B2B domain, these could be trade and road shows, print or other advertising, blogs that professionals can access and contribute to, online video demos, audio on CDs or FM, etc.
Secondly, the content needs to be very subtly targeted and composed to draw out the targeted buyers to participate, express opinions – both favourable and unfavourable – to get best value. That’s the beauty and utility of a social networking site. Properly mounted, it will project the ambiance of a neutral environment in which satisfied users offer what amounts to unsolicited testimonials, while complaints yield useful feedback: product or service features, pricing, quality of customer support, comparisons with competitors, or responses to brand communication.
It can generate useful suggestions that could lead to improvements and innovations, extend a product’s life-cycle and build brand equity or, alternatively, enable the marketer to withdraw a product in good time. In other words, the on-site dialogue must attract potential and actual users as meaningful and likely to result in some real benefit to them.
When social networking sites fail, it is almost always because the marketer is either not clear about his objectives in launching the site, or makes too blatant an effort to “sell”, or defends his offering or his policies, making excuses, or hiding behind legalese, in a way perceived as denying the reality of dissatisfied customer experiences. In short, losing credibility.
That, of course, is the worst that can happen. Customers may forgive product or service lapses so long as the marketer comes through as sincere, willing to own up to them, and ready to take corrective action. Once lost, regaining credibility is a Himalayan climb. A non-transparent marketer is better off with no social networking site whatever, especially in the B2B space.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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