MxMIndia

Category: Digital

  • Zoho Social for Agencies enables digital agencies to manage social media accounts of all clients, plan and collaborate with clients over strategy

    Zoho Social reaches out to agencies with digital offerings

     

     

    Zoho announced that Zoho Social, its social media marketing tool, is now available in a special edition for digital agencies. Zoho Social for Agencies enables digital agencies to manage social media accounts of all clients, plan and collaborate with clients over strategy, and report against outcomes using customized reports and aggregate statistics.

     

    “In the last year, many digital agencies have opted for Zoho Social because it allows them to plan and execute social media strategies for all their clients, from a single platform,” said Praval Singh, Product Manager, Zoho Social. “We’ve built on this to cater to specific needs of digital agencies and to strengthen their branding. New collaboration capabilities allow agency teams to work with each other, and with the client, on the same platform. We expect this to result in quicker and better decisions, with client buy-in.”

     

     

  • 65% say they don’t trust ratings on e-commerce sites, notes a Local Circles survey

    Does anyone trust online reviews?

     

    By A Correspondent

     

    You may have read this report circulating on Whatsapp and online for a few days. But here’s the full report, and which merits consumption of the media, advertising and marketing fraternity.

     

    While consumers reviews have become very important of the buying process, many consumers say that a lot of these reviews are fake or planted. To find the collective consumer pulse on this issue, Local Circles conducted a survey which received more than 18,000 responses.

     

    The first poll asked consumers if they have experienced significant variation between a product review on ecommerce site and the actual product received. Surprisingly, 62% consumers replied with a yes, while 27% replied with a no. 11% chose not to answer.

    Many consumers rely on reviews from other users to decide if the product is fit to be bought or not. Tampering with these reviews leading to a purchase, hence is nothing less than trying to cheating them.

    The second poll asked consumers if they trusted the product reviews on ecommerce sites. 56% responded in a negative while 31% responses were an affirmative. 13% were unsure about it.

    Some consumers in a structured discussion had earlier reported that many e-commerce sites do not publish a bad product review written by the consumer on their site to make sure that the product sales are not hampered.

    The third poll asked consumers if their low product rating had ever been rejected (not published) by an e-commerce site. 34% consumers said it has personally happened with them and 30% said it had not happened with them. 36% were not sure about it.

    In the next poll, 65% consumers said they do not trust product ratings on e-commerce sites. Only 22% said they trust them and 13% chose not to answer the question.

    In the last poll, 72% consumers said that they believe fake product reviews have become a norm in the e-commerce industry. 10% said this was not the case and 18% were unsure about it. Consumers mentioned that many businesses are thriving on their ability to provide fake ‘good reviews’ to the prospect buyers and in most cases once a business lists a product, the seller himself as an individual goes and rates and reviews the product. It is also very common for them to ask family and friends to rate and review their product. Some sellers even go to the extent of making a purchase from their own business so as to getting a “verified purchase” rating and review for their product. Consumers must take into account the number of ratings and reviews when buying on e-commerce sites, suggested some Local Circles members.

    Consumers suggested that publishing of all verified purchase reviews, even if negative, should be made mandatory for e-commerce sites. They also mentioned that PR companies found to be in the business of providing fake online reviews should be identified and penalised. Other suggestions included furnishing real first and last name of the reviewer should be made mandatory, e-commerce sites supporting the practice of fake reviews to be fined and a machinery to be created in the Department of Consumer Affairs, Government of India to keep close watch over the activities of the e-commerce companies as it relates to ratings and reviews.

     

  • Campaign aimed at highlighting how NoBroker.com can help landlords in optimising their search for the right tenant

    NoBroker.com cuts out brokers from realty deals in inaugural campaign

     

     

    Real estate dealings platform NoBroker.com has announced the launch of its first-ever TVC.

     

    Speaking on the launch of the TVC, Saurabh Garg, Co-founder, NoBroker.com, said: “The main concern of any home owner, anywhere in the world, is the discoverability of their property in the fastest time possible with the least inconvenience. This is why home owners tie up with property brokers – to improve discoverability, to enable swift discovery, and to minimise hassles. But given how broken the traditional property discovery chain is, they end up inconvenienced anyway, despite paying brokerage at premium rates. This is the market gap that NoBroker.com is addressing through its proprietary technology and tech-driven approach. With this TVC, we are highlighting our novel proposition to raise brand awareness across multiple geographies and to get more home owners to choose NoBroker.com for renting out their homes faster and without paying any brokerage.”

     

    Added Siva Prasad, Director, Marketing, NoBroker.com:“What NoBroker.com is doing is extremely disruptive and straightforward at the same time. By leveraging technology to remove the middlemen from the discovery process, the platform is connecting home seekers with property owners more seamlessly and efficiently. It is this simplicity and efficiency that we wanted to communicate through the TVC. We are confident that the target audiences will gain a better understanding of the superlative benefits NoBroker.com enables through the TV ad campaign.”

     

     

  • A fun integrated creative campaign has been created by Leo Burnett India

    Amazon Prime Video’s new campaign woos new-age viewers

     

     

    Amazon Prime Video is back with a campaign that sees it promoting the video-on-demand service as the go-to place for movies and TV shows.

     

    Executed by Leo Burnett India, the two films featuring the endearing couple Rohan and Roshini, who are symbolic of the fun, quirky young couples of today.

     

    Speaking about the new campaign, Ravi Desai, ‎Director, Mass and Brand Marketing – ‎Amazon India, said:“We received a positive response on our first campaign that aimed at building awareness about Amazon Prime Video’s benefits to a Prime member and ‘redefining Primetime’. With the launch of our new campaign, we want to reiterate the promise of bringing the latest and exclusive content across languages and genres for Prime members while highlighting the content options available on Amazon Prime Video.”

     

    The film shows Rohan and Roshini sitting in a park, enjoying a TV show on their mobile. A friend of theirs spots them and begins to regale them with gossip about their neighbour. Roshini stops her in the middle of her story and asks her to watch the content on Amazon Prime Video for all the latest drama she needs.

     

     

  • With their strategic partnership to create a high-end content lab, it will provide brands the flexibility to pick and choose customizable, personalized video content solutions

    Foxy Moron partners Famous Studios to create digital content lab

    By A Correspondent

     

    FoxyMoron has collaborated with Famous Studios to create a new digital content lab.

     

    Suveer Bajaj

    Commenting on the collaboration, Suveer Bajaj, Co-founder, Foxy Moron said: “With our recent investments in the development of the content space, we feel that this partnership with India’s largest, oldest and most reputed studio will bring formidable change in the content arena. Famous’s technology and infrastructure coupled with FoxyMoron’s keen eye for creative and publishing will help give us a unique edge both for brands and publishers.”

     

    Anant Roongta

    Added Anant Roongta, Director, Famous Studios:“Content is the most crucial aspect of marketing today. After over 70 years in the industry, we’ve seen a lot of growth and are always looking for new ways to evolve.  We are proud to take this leap ahead, with which we aim to give content a completely unique outlook and we are thrilled take our studio to the next level with FoxyMoron’s creative approach to achieve great new heights.

     

     

  • …notes a WatConsult report on consumer perception and effectiveness of mobile advertising

    Mobile ads more useful, less engaging…

     

    By A Correspondent

     

    Dentsu Aegis Network’s digital and social media agency WatConsult has launched a report on consumer perception and effectiveness of mobile advertising effectiveness of mobile advertising.

     

    The report highlights various aspects of mobile advertising like perception towards mobile ads, preferred ad format by end users, consumer preferences and concerns along with the effectiveness formula which works in mobile advertising.

     

    Here are key findings of the report based on a study of 1500 individuals:

    • Mobile ads are perceived to be more useful but less engaging versus desktop ads which are perceived to be more engaging
    • Smartphones screens are the most viewed devices for mobile ads, with 75% of the respondents using smartphone, followed by 42% who use laptops
    • 4G is the most used data connection followed by 3G and WiFi
    • Mobile devices are maximum used for accessing social networks and e-mails, followed by usage of wallets, watching videos or shows and online shopping
    • 48% of the respondents prefer social media ads, followed by video ads, e-mail ads and search ads when it comes to mobile ad formats
    • Ad categories such as clothing & footwear, electronic products, books, movies/music/games are highly ‘clicked and purchased’; whereas, jewellery, pharmaceutical products and insurance products ads do not get clicked much

     

    Overall, the report deduces that majority of the respondents found mobile ads to be intrusive and irrelevant and they feared breach of privacy, notes a communique.

     

    Speaking on the same, Rajiv Dingra, Founder and CEO, WATConsult said: “India is going through a phase of rapid explosion in web content and internet technology and people are beginning to acknowledge the convenience internet provides today. After the roll-out of 4G, the usage has only increased at a dizzying pace. With ad spends on mobile expected to grow at a rate of 59% CAGR by 2020, our research is an attempt to put forward the consumer’s point of view about mobile ads, thus helping marketers plan better campaigns.”

     

    A report on the basis of the findings shared with Mint can be found at: http://www.livemint.com/Consumer/R1rEOcAdvpZ02ugBOBKapN/Mobile-ad-spending-set-to-touch-Rs13325-crore-by-2020-says.html . The summary of the priced report can be viewed on – http://recogn.in/watinsights.php

     

  • Mullen Lintas was tasked with this campaign to establish QuikrEasy as a one-stop platform for getting service providers for all home-related services

    Mullen Lintas’ campaign for QuikrEasy conveys the ease of doing things

    By A Correspondent

     

    Mullen Lintas Bangalore has conceptualised a three-film campaign for QuikrEasy, the services vertical of Quikr. Speaking about the Quikr Easy campaign, Vineet Sehgal, CMO, Quikr said:“We often find the task of identifying, evaluating and then engaging with service providers cumbersome and end up delaying on the task that can make life better. QuikrEasy symbolises the simplest and convenient way to manage small or big tasks in easiest possible way”.

     

    Added Shriram Iyer, National Creative Director at Mullen Lintas:“Most of the times it’s the simplest of jobs that overwhelm us. Be it doing repairs, getting the house painted, or for women even getting a simple wax. It was this insight of what happens when the smallest chores hold us down and how with QuirkEasy’s convenience and speed everything can get resolved in a jiffy that informed our campaign.”

     

     

  • As part of the campaign, Myntra has released two TVCs that highlight some of its key service features, such as easy returns and instant refunds with an aim to acquire new customers

    Myntra highlights returns and refunds policy in campaign

    By A Correspondent

     

    Myntra has kicked off an integrated marketing campaign to underscore its service offerings, targeted essentially at uninitiated shoppers across the country with a special focus on non-metro cities and small towns.

     

    Commenting on the campaign, Gunjan Soni, CMO, Myntra & Head- Jabong, said: “Non-metro cities are very important markets for Myntra as we see our next phase of growth coming from there.  Our research shows that over 30 million SEC A internet users in non-metros do not shop online and as a market leader we have launched this campaign to drive adoption among them.  We see about 25% of our daily acquisitions coming from this cohort and with this campaign we are looking at acquiring half a million new customers from this target group over the next three weeks.”

     

    Added Neeraj Kanitkar, Creative Director, Taproot Dentsu: “Myntra is undisputedly one of India’s most fashionable shopping outposts. Some shoppers though, especially from non-Metro cities, worry about the practicalities of the service features. Will my return be accepted? Will my return have to meet any requirements? When will I get a refund? And as a result simply stay away from shopping for fashion online. This campaign addresses these questions in a thoughtful, warm yet joyful manner. Which will hopefully get them to try Myntra, because once people try Myntra, they really do love it.”

     

     

  • The association between BigRock and Neustar aims to enhance and stimulate the demand for .biz domains

    BigRock and Neustar tie up with TVF to promote the .biz extension

    By A Correspondent

     

    BigRock in association with Neustar has tied up with The Viral Fever (TVF) for their first ever video content partnership. With their association, BigRock and Neustar will address the market jointly through the campaign, highlighting the benefits of getting online with .biz domains in India. The campaign will be streamed through TVF’s sister channel, The Screen Patti (TSP).

     

    “India as a country is experiencing rapid internet penetration and businesses everyday are realising the importance of having an online presence. We have also witnessed an upsurge in the .biz domain as a globally accepted TLD. Through our partnership with Neustar and TVF, we are excited to promote the highlights and benefits of getting online with a .biz domain to expand their brand presence,” said Shashank Mehrotra, Managing Director, APAC at Endurance International Group (EIG). “TVF has been enthralling its audience with unique and compelling web content and brand partnerships since its inception. As we understand the importance of content, we aim to achieve great success in effectively engaging with Indian businesses and SMBs through the sketch.”

     

    The sketch conceptualised and created by TSP, addresses the common dilemmas faced by professionals who wish to expand their customer base. It will be promoted on all digital platforms of BigRock and The Screen Patti.

     

     

  • This is perhaps one of the biggest hopovers from a television broadcaster to an OTT or Video on Demand broadcaster

    Rajesh Iyer quits &TV, says ‘yes’ to YuppTV

    By A Correspondent

     

    The windows of change are blowing in television-land. In perhaps one of the biggest hopovers from a television broadcaster to an OTT or Video on Demand broadcaster, Rajesh Iyer, Executive Vice President and Business Head, & TV at the Zee Enterterinment group will join YuppTV as Chief Operating Officer for APAC and Middle East. Next month.

     

    Iyer has over 16 years of experience leading functions and business with leading names in the broadcast media domain, including Zee, Viacom 18 and Star India. Iyer headed the hyperactive marketing team at Colors and was later invited to replicated the Colors magic by launching &TV, which he launched in 2015.

     

    As COO of YuppTV, Iyer’s responsibilities will include operations in APAC and the Middle East, along with leading the task of content acquisition and spearheading the growth and expansion of YuppTV Originals.

     

    Commenting on the appointment, Uday Reddy, Founder & CEO of YuppTV said: “It gives me immense pleasure to welcome Rajesh to YuppTV. He comes with an excellent understanding of the entertainment ecosystem, having previously worked with some of the most renowned names in the industry. With Rajesh joining us and dedicated teams in each of the territory, we are affirmative for a multi-fold growth in the coming years especially in the new markets of APAC and ME.”

     

     

  • Consumers with high emotional engagement still believe rational factors and brand values are important when they decide on which companies they will bestow their loyalty

    Capgemini report highlights role of emotion in driving consumer engagement

    By A Correspondent

     

    Capgemini’s Digital Transformation Institute has released a new report titled “Loyalty Deciphered— How Emotions Drive Genuine Engagement,” which seeks to understand the main drivers behind brand loyalty. The report, which surveyed more than 9,000 consumers and 500 executives, found that emotions have the strongest impact in driving consumer loyalty. For retailers who are able to foster loyalty through higher emotional engagement with consumers, there is a great potential business benefit of possibly increasing annual revenues by five per cent. The new report also identified a stark disconnect between executives and consumers on how well organizations are making emotional connections; where 80 per cent of executives feel their brand understands the needs and desires of their consumers, only 15 per cent of consumers agree.

     

    An earlier report found that 28 per cent of consumers are abandoning loyalty programs without redeeming any points and over half (54 per cent) of loyalty memberships are inactive.

     

    Said Kees Jacobs, Consumer Goods & Retail Lead, Insights & Data Global Practice at Capgemini:“Consumers are immune to transaction based loyalty programs of the past, so a retailer’s engagement with consumers needs to shift from being transactional to more emotional and meaningful. Decoding human emotions will ensure that brands have a better understanding of their consumers leading to building deep-seeded engagement and long-term loyalty with them. With a potential revenue boost of 5% up for grabs, and weak emotional connections ready to be exploited by the competition, no retailer can afford to ignore this reality.”

     

    The report identified a new sub-set of consumers, those with a high emotional connection to the brands they use or visit frequently. Females and males are equally represented in this group, but millennials (58 per cent, aged 18-36) and consumers in urban locations (53 per cent) comprise the largest proportion. From the countries surveyed, Italy (65 per cent) and Brazil (57 per cent) comprise of the most highly emotionally engaged consumers. Followed by US (56 per cent) and Spain (51 per cent).

     

    Capgemini Digital Transformation Institute surveyed 548 executives at director-level or above at large companies with 80% of the executives in companies with reported revenue of more than $1 billion in FY 2016. It also surveyed 9,213 consumers aged 18+. Both surveys took place from August to September 2017, and covered nine countries–Brazil, France, Germany, Italy, the Netherlands, Spain, Sweden, the United Kingdom, and the United States; and four industries–Financial Services, Retail, Telecom, and Automotive.

     

     

  • Leo Burnett India conceptualised and executed an on-ground activity for the brand at Bengaluru airport

    Amazon Prime Video grabs attention at BLR airport

    By A Correspondent

     

    After unveiling a campaign to give consumers a sense of its content library’s wide and exclusive nature, Amazon Prime Video has carried out a brand new activity by demonstrating its convenience to people on the move.

     

    To highlight how Amazon Prime Video’s latest and wide range of movies and TV shows can be everyone’s travel companion, Leo Burnett India came up with a way of communicating the message at the best location possible – the airport. Utilising the boring wait time that passengers have to suffer before their luggage arrives, Amazon Prime Video showcased its wide range of movies and TV shows on the conveyor belt. The activity was carried out at Bengaluru airport for 10 days. The brand has also planned to amplify the activity by carrying it out at other airports across India.