Guest Column: Mobile + Social + Video - An all-new formula for viral mktg
Even as technology evolves, the basics remain the same – understand your customers and develop an emotional connect with them, says Vinish Kathuria, Business Head, Digital Quotient
Back in school days, when we used to write essays for English courses, I remember writing about the accomplishment of an Indian leader, and how the “news spread like wildfire” across the length and breadth of the country. The co-relation to wildfire seemed exciting and was sure to get me good marks on the essay, so I never really stopped to think how a message actually travels to millions of people in a country. But growing up on newspapers and radio news as a kid, to watching Doordarshan news on a black & white TV as a teen, to the advent of colour TV and multiple channels during college, and now being addicted to the internet in the professional era – the role of technology in spreading messages has become increasingly clear to me.
Or so I thought… till a relatively recent phenomenon hit home when I noticed the younger members of my extended family, and even those in my team at office, absorbing content in a new way – watching videos on their mobile phones or tablets, and sharing their experiences on social media. Videos + Mobile + Social. Wow! A potent combination that could open up a whole new world for marketers.
The value of video as a medium in being effective in driving the messaging of an offering has never been questioned, as is clear with the fact that the TV ad industry expected to cross $200 billion in the next five years. In an environment, where watching videos on mobile is increasingly the trend, it is obvious that mobile is a video delivery mechanism with a difference. Firstly, it’s an individual medium, offering more privacy and, therefore, catering to more personalised consumption. Secondly, and this is the exciting part, it also provides the social angle, where people have the ability to immediately share the content they’ve watched. What this means for marketers is a never-before multiplier effect that can be tapped into, to reach 5x of the initial audience – or more. As it has been recently stated, “For the first time, average consumers have a voice (through social media) and they are not afraid of using it”. Used effectively with intelligent videos content accessible on mobile, marketers have a potential gold mine on their hands.
Let’s take the case of YouTube’s most watched video – no prizes for guessing, it’s good ol’ ‘Gangnam Style’, with a staggering 1.7 billion views. Social media’s role in this insane virality is obvious not only from the 1.5 million fans on Gangnam Style’s official Facebook page, but also through millions of shares through social networks and many small, unofficial fan-organised flash mobs that have been held in universities and colleges throughout the world, using Facebook. And with more than 25 per cent of YouTube usage on mobile, one can safely assume that 400+ million of Gangnam Style videos were watched on mobile.
In India, the numbers tell a similar story. YouTube’s recent report states that over 30 per cent of their videos are watched on mobile. That’s already a large number – and the potential is clearly even higher, given that overall internet on mobile is already higher than desktop internet – led by smaller towns, where mobile drives internet access. So, as smartphone penetration and connectivity improves, we may see that video on mobile overtakes video on desktops.
So what’s in it for a CMO and the overall marketing organisation?
1. Don’t ignore the consumer shift happening towards watching videos on mobile and sharing their experiences. Absorb it, embrace it and equip yourself with new rules as they evolve.
2. Don’t limit your messaging to one-way communication – mobile video offers the possibility of interactivity, which may work wonders for your brand.
3. To truly harness the power of social media, you have to create content that your consumers will endorse and share. The consumer connect in some form – emotional, humorous, musical or just plain wackiness – plays an even higher role here than in normal TV commercials. Only if done right, you’ll harness the full power of the mobile-social-video phenomenon.
The third point above is the key, and here’s a secret – while this piece is attractively titled ‘A Formula for Viral Marketing’, we all know that true virality cannot be planned for predicted. However, it’s probably safe to say that one winning approach would be to think - Virality = (Mobile + Social + Video ) * (X) – wherein the ‘X-factor’ is the pure likability and connect that your content has with consumers, how much it resonates, how much desire to share it induces. It is a critical variable that cannot be mathematically defined at this stage and is a function of a few factors like creativity, execution, and of course, consumer insight. So, even as technology evolves, the basics remain the same – understand your customers and develop an emotional connect with them, but this time resolve to use the power of Mobile + Social + Videos, and watch your content take off.
Vinish Kathuria is Business Head at Digital Quotient
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
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."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp