MxMIndia

Category: Digital

  • Paul Berney, Co-Founder & Managing Partner EMEA of mCordis to speak on World Goes Digital

    mCordis’ Paul Barney to speak at IAA webinar series today

    Paul Barney

    International Advertising Association (IAA) India Chapter has invited Paul Berney, Co-Founder & Managing Partner EMEA of mCordis for its webinar on 22nd  May 2014 at 4:00 pm. Mr. Barney has over 25 years experience in a wide variety of sales, marketing, business development and commercial roles spanning several different industries and market sectors including automotive, printing, internet development and management consultancy. He was recently invited to join the editorial Board of the IDM and was voted one of the Top 50 influencers in mobile marketing in the UK by The Drum magazine 2013.

     

    Abhishek Karnani, Director, Free Press Journal and Manish Advani, Head – Marketing and Public Relations, Mahindra Special Services Group, are co-chairing the IAA Webinar series.

     

    Questions for Paul Berney could be submitted through the IAA India Chapter facebook page – www.facebook.com/IAAIndiaChapter.

     

    The hangout will be broadcast live on our YouTube channel – www.youtube.com /iaaindiachapter on 22nd May, 4pm IST.

     

    International Advertising Association (IAA) India Chapter has recently hosted speakers like Sajeev Kapoor, CMO, Citi (India); Ashish Hemrajani, Founder and CEO, Bookmyshow.com; Rajan Anandan, MD, Google (India); Nishant Rao MD, Linkedin (India); Ajit Balakrishnan, Founder, Rediff.com; Julie Roehm, Chief Story Teller, SAP and Neeraj Roy, MD and CEO of Hungama Digital Media Entertainment Pvt. Ltd.

     

  • It's been doing the rounds for a few weeks now, and it's finally happened. Now what?

    Flipkart buys Myntra. Finally!

     

    By Archana Rai

     

    So, finally Flipkart has bought Myntra, exposing an open secret and sending a not-so-subtle message-to rival Amazon. Despite loud protestations, it is quite clear that the investors, three of whom own shares in both companies, played a big role in seeing this deal through. Bringing together India’s largest online retailer and the country’s hippest fashion portal makes financial sense for the investors, and also strategic sense. The hard part is going to begin now.

     

     

    Flipkart-Myntra deal: The anticipated FDI in e-retail a big driver

     

    By Mehak Chawla

     

    The Indian e-commerce industry has fared pretty well, especially if we consider that there are only about 200 million internet users in India. This number could grow to 500 million by 2015, according to consulting firm McKinsey & Co.

     

    The size of India’s e-commerce market in 2013 was around $13 billion, according to a joint report of KPMG and Internet and Mobile Association of India (IAMAI). The online travel segment contributed over 70 per cent of the total consumer e-commerce transactions last year.

     

    Online retail companies earned revenues of around 139 billion rupees ($2.24 billion) in the financial year that ended on March 31, 2013, according to a Crisil report. Though this is just 0.5 per cent of the total revenues of brick-and-mortar retail companies, online retail sales have been growing much faster. Revenue of e-commerce firms grew by 56 per cent annually between the financial year that ended March 31, 2008, and the year ended March 31, 2013, according to Crisil.

     

    The pressures on e-commerce companies have long been known, be it cost competition with brick and mortar retail or the first mover advantage. And while the Flipkart-Myntra acquisition is surely a step to combat Amazon, the looming FDI regulation could also be a big factor in this deal. Once the 100 per cent FDI in e-commerce comes in, big retailers like Amazon and eBay will be able to follow an inventory-based model, as against the marketplace model they are currently bound to follow.

     

    Currently, global B2C e-commerce firms like Amazon and eBay operate in India as online marketplaces. In this model, these companies do not own any inventory and do not sell any of their own merchandise to Indian shoppers. They offer products from third-party sellers. This model can completely upturn if the 100% FDI in e-retail is to come in. Indigenous products from the likes of Amazon and Walmart (and their own inventories) can change the dynamics of the Indian e-commerce industry like never before. No wonder then, that the home-grown players like Flipkart are upping their ante.

     

    Though the stand of the Modi led government on 100% FDI in retail, especially in e-retail is not yet very clear, chances are that the regulation will go through. According to Vishal Tripathi, Principal Research Analyst, Gartner India, chances are that FDI in e-retail will happen. “Even if they don’t allow 100% FDI investment in retail immediately, chances are they will make the retail environment (including online retail) friendlier. NDA has always leaned towards private enterprises and they are likely to bring business savvy regulations.”

     

    The pressure on the government to pass this regulation is also high with the likes of Walmart lobbying for it and UK based Tesco showing a keen interest in entering the Indian e-commerce space.

     

    When 100 per cent FDI in (online) retail does come in, chances are that we shall see a lot more consolidation happening in the e-commerce space, believes Tripathi. Given the fact that global brands will intensify the competition in an already fiercely competitive e-commerce space, desi ventures are likely to start rolling up their sleeves.

     

    Other than the FDI in retail segment consideration, there are of course other elements that both Flipkart and Myntra were dealing with. The biggest of them being the cost considerations. According to market sources, Flipkart is losing close to Rs 70 crore a month. Myntra on the other hand, is fast losing market as well as mind share to the likes of Jabong.

     

    As a result, the deal seems like a win-win for both the parties because they have several synergies in their processes (and investors) that they can exploit for innovation. “The e-commerce market will be eventually decided by the customer experience. And Flipkart and Myntra have a lot to do in that regard in order to match up to the Amazon experience,” says Tripathi.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

    Instead of Flipkart and Myntra burning more cash to battle each other and the rest of the lot in the crowded online retail industry, investors now have the comfort of knowing their money will be used to fight the real challenger- Amazon-whose founder Jeff Bezos views India as a key market where he is willing to commit considerable sums of money from his considerably large war chest.

     

    Myntra, which informed observers estimate has been valued at around $370 million, is a strategic fit for Flipkart. As fashion becomes the premier battleground for online portals in India, Myntra with its higher margins from branded apparel, will help bolster Flipkart’s defences.

     

    With a product mix dominated by electronics, books and low-cost apparel, the seven year-old company founded by IIT-Delhi graduates Sachin Bansal and Binny Bansal has demonstrated that it is willing to think different and think big.

     

    Even as talks with Myntra’s Mukesh Bansal started and stalled in recent months, Flipkart has been busy. Inhouse logistics arm eKart now delivers products sold by rivals, while payment gateway PayZippy is being nurtured as a separate business, the first of several technology products the company says it will build.

     

    But these are just good beginnings. So far, Flipkart’s Bansals, who hope to sell everything apart from cars and groceries, have wooed customers with steep discounts that have coloured their books red. To grow faster, they need higher margins that are delivered mostly by products designed in-house.

     

    Myntra will help with its portfolio of private label apparel that enjoy margins of up to 60%, but Flipkart needs more such arrows in its quiver. Private label electronics-as Kindle has done for Amazon-can boost notoriously low margins in the segment. They can also do well by scouting for ideas and products in India’s technology startup space that is throwing up innovations ranging from wearable devices to technology that can automate warehouses and help customers get a feel of the clothes displayed on their portal.

     

    More boldness has to be the calling card for the Bansals, who claim to draw inspiration from Jack Ma’s Alibaba, as they take on Bezos’s challenge on their home turf. Investors who have sunk money into this battle and are banking on Sachin Bansal’s famed “cool temperament” to see them through, will need to ensure he has enough motivation to invest skin in the game.

     

    Bezos owns nearly 18% of Amazon, while Ma’s 8.9% in Alibaba is set to deliver a fortune to the Chinese entrepreneur who has built an empire that spans the gamut from a wholesale portal to an investment platform for online shoppers Flipkart’s Bansals are estimated to together own about a fifth of their company that is now valued at about $ 2.5 billion. With Myntra in the fold, surely they have much to do battle for.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The idea was to communicate and position WeChat as the starting point of all conversations and interactions

    WeChat uses humour to attract user attention

    By a correspondent

     

    App enabler WeChat has unveiled a series of campaigns under the #StartHere handle. The idea was to communicate and position WeChat as the starting point of all conversations and interactions.

     

    Created by Publicis, the challenge facing WeChat was to stimulate active usage of the app post download. Though the idea of sending voice messages had caught the people’s fancy, the usage tended to dip post download as people reverted to default behaviour of Whatsapp. WeChat therefore, needed to position itself as an innovative, fun and great to use application.

     

    As people, especially youngsters increasingly access the internet through their mobile phones, they began to be more selective with communicating and sharing. Sharing was about keeping in touch with the ‘gang’ or friends constantly – sharing their lives in pictures, song, voice or words with each other in real-time. Technology only enables and empowers the youth tospontaneously and seamlessly keep in touch in the real and virtual space.

     

    WeChat decided to tap into this need for constant contact and the sense of empowerment at being able to do so in new and engaging ways. To engage with the audience more effectively four new features needed to be advertised; radar – for easily adding people within close range, real time location sharing and tracking, video calling and favourite – to store your favourite pics, music, videos in the cloud.

     

    To get the message across the agency decided to make the conversation fun and engaging. They decided to tap into its observations of the ‘urban villager’ and thus was born the Jaat Guy and his beloved buffalo Katrina.

     

    The Jaat Guy is one who wants to embrace the world and connect with new people, but he will do it on his own terms, and in his own inimitable style. He is a symbolic embodiment of many young Indians who live and breathe through their smartphones – very proud of their roots and, at the same time, open to all the opportunities that our hyper-connected world has to offer.

     

    The team behind the campaign include Bobby Pawar, CCO; Joy Mohanty, ECD; HemantMisra, Annirudh Deb, Proteek Dey – Account Management; and production house Boot Polish.

     

  • As per IAMAI, PCI & IMRB report the digital payments industry is expected to grow at a rate of 40 per cent to reach INR 120,120 crore by December 2014

    India’s e-Commerce growth to be driven by digital payments

    By A Correspondent

     

    The Indian e-Commerce market as of December 2013 stood at INR 62,697 crore though only 25 million of over 231 million internet users transact online. And, security still emerges as the major issue for online transactions.

     

    As per IAMAI, PCI & IMRB report the digital payments industry is expected to grow at a rate of 40 per cent to reach INR 120,120 crore by December 2014.

     

    According to Asit Oberoi, Sr. President & COO – Yes Bank, “Though security is a concern for many, it is imperative to point out that the evolving and tech savvy customer today, is more confident transacting online. The digital payments industry is witnessing a steady growth and that goes on to show the acceptance of online transaction.” While global online utility bill payment hovers around 18 per cent, in India it is around 10 per cent.

     

    Speaking at the 6th IAMAI National Conference on Digital Commerce, Ravi Sundarajan, Chief operating Officer – Webaroo said that China is set to be the world leader in e-Commerce in the next 18 months. “With over 240 million online shoppers, China is set to be the new leader in e-Commerce. In China 6 per cent of retail sales accounts for online shopping and has been growing at an exponential rate in the last ten years and compared to that only 1 per cent of retail sales accounts for online shopping in India.” According to him, “If India has to become a world leader in e-Commerce, mobile apps; sms marketing has to evolve.”

     

    Speaking about engaging internet users in online retail, Nitin Bawankule, Director – e-Commerce & Online Classifieds, Google India, said, “When Google started GOSF in 2012, 50 per cent of the shoppers were first time buyers. In 2013 GOSF, 55 houses and 285 cars were sold with 40 per cent of the shoppers being women. This clearly shows how consumers are increasing spend on through the internet, though India is way behind when compared to other countries.”

     

    In the US, there are 245 million internet users and 156 million online buyers, while China has 538 million internet users with 270 million online buyers. Closer home, Sri Lanka, with 3.2 million internet users, has 2 million online buyers and Australia, which is a similar economy to India, has 20 million internet users with 11 million online buyers. Unfortunately, India, with over 231 million internet users, has mere 25 million online buyers.

     

  • The digital destination will present one-point access to the right mix of sports and entertainment

    MSM unveils sports entertainment offering – LIVSports.in

    By A Correspondent

     

    Multi Screen Media (MSM) announced the launch of LIV Sports, a premier digital sports entertainment destination – www.LIVSports.in. The digital destination will present one-point access to the right mix of sports and entertainment innovatively across devices. Coming from the Sony Network, LIV Sports will target the avid sports fan as well as entertainment seekers.

     

    LIV Sports is the official mobile and internet broadcaster for the 2014 FIFA World Cup starting 12th June 2014. LIV Sports will show both live and video-on-demand match content, with rich and informative statistics and analysis.

     

    NP Singh

    NP Singh, CEO, Multi Screen Media (MSM) commented, “The idea was to create a premier digital sports entertainment destination where we will offer quality content which is mass inclusive and not designed to cater only to ardent sports fans. We have attempted to redefine the way sporting content is presented and consumed. With LIV Sports we will attempt to keep every cross section of our consumers actively engaged through high quality interactive sports content with informative data and analytics.”

     

    Nitesh Kripalani, Executive Vice-President – New Media, Business Development and Digital/Syndication at Sony Entertainment Network, reiterated, “LIV Sports is the first and only digital destination to offer a unique mix of live Sports, live statistics and engagement, thereby catering to multiple user groups and their preferences. With LIV Sports we are aiming to create a new category of “Sports Entertainment”. You can either watch the live match, with all the deep statistics overlaying the video, or you can just click a selfie in your team’s jersey using the Jerseyfy Me application. We have also brought back the digital avatar of the Player cards, combined with educating fans about the different athletes with – Pehchaan Kaun. The objective is to empower the Sports fan with deep statistics on video; as well as engage with the fence sitters.”

     

    Over the next few months, viewers will be able to catch up with the widest range of sporting content, including Football, NBA, UFC, Tennis and Cricket on LIV Sports. The digital destination will offer live and exclusive video content along with a complete coverage of the latest sporting content present, across devices. Considering the fact that data and statistics makes sports interesting, LIV Sports makes available to its viewers the most comprehensive and in depth world-class sporting data and info- graphics. Consumers will be able to access content like details of individual players, performances of teams, rankings, comparisons, event charts and heat maps.

     

  • PFT's Play-out Monitoring Service will input reliable data in to BARC's Audience Measurement System for monitoring content, promos and TVCs across channels

    BARC appoints Prime Focus Technologies for Play-out Monitoring Service

    By A Correspondent

     

    Prime Focus Technologies (PFT), the technology subsidiary of Prime Focus Limited has announced that the Indian Broadcast Audience Research Council (BARC) has contracted it to offer Play-out Monitoring Service to power one of the world’s largest audience measurement programs. PFT’s globally proven CLEARTM Media ERP platform bolstered with next generation content identification technology and Digital Services will help automatically generate play-out monitoring reports on a daily basis.

     

    Audience measurement data is the de facto currency for media industry, being widely used by all stakeholders for planning, pricing, selling and buying advertising inventory on the medium. PFT will offer a robust play-out monitoring service which will check the actual telecast of each channel, capture the content at every point in time, and help link it back to the rating piece of the audience measurement system.

     

    “It is a great honor to be selected by BARC, and we consider it equally a great responsibility towards the industry,” said Ram ki Sankaranarayanan, Founder & CEO, Prime Focus Technologies. “India has one of the largest TV ecosystems in the world and the audience measurement system ought to be highly credible. We look forward to working with BARC to help build India’s very own, trusted rating service.”

     

    “With PFT on board we are one step closer to our mission of indigenously building a television audience measurement system that is better than the best in the world,” said ParthoDasgupta, CEO, BARC. “PFT’s world class technology, deep understanding of Indian broadcast and advertising industry, and across the board relationships with broadcasters and advertisers as a neutral partner made them the perfect choice for this critical role.”

     

    India has 154 million TV households making it the third largest TV market in the world, next only to China and the US. This will be the first fully digital play-out monitoring service employed directly by the Indian broadcast industry and is scheduled to commence operations in October 2014.

     

  • Saugata will report into Gaurav Nabh, Business Head, Quasar and will be based out of Mumbai

    Saugata Bagchi joins Quasar as Reg Head, West & South

    By A Correspondent

     

    Digital agency Quasar has announced the appointment of Saugata Bagchi as the new Regional Head, West & South. Saugata will report into Gaurav Nabh, Business Head, Quasar and will be based out of Mumbai.

     

    Prior to joining Quasar, Saugata was head of Mumbai and Bangalore offices at Tribal Worldwide, India. He was responsible for driving business for the two regional offices and also manage the agency’s national mandate. He was instrumental in establishing the agency as the digital agency of record for prestigious clients including Hindustan Unilever, Emirates, McDonalds and developing the agency’s technology, social media & digital analytics skill sets.

     

    Gaurav Nabh, Business Head, Quasar said, “Saugata is a born leader, taking on challenges head on, something that he has demonstrated repeatedly across all his assignments. He brings with him a lot of experience and knowledge of consumers, and the ability to engage and delight them online, something that our clients will benefit from immensely.  I am looking forward to working with Saugata in bringing great new ideas for our customers and growing our client base in Mumbai and Bangalore.”

     

  • The digital campaign by Webitude aims at engaging with audiences via new age media

    CenturyPly takes an aggressive route for digital campaign

    By A Correspondent

     

    CenturyPly has launched its first ever interactive digital campaign ‘Khushiyon Ka Rangmanch’ on the digital platform. For the first time, CenturyPly has launched an aggressive digital campaign before a TV campaign, where the brand has launched a consumer friendly website, responsive with rich imagery and application based to create excitement amongst consumers. CenturyPly is also the first one within this product category to have come up with an aggressive digital campaign

     

    CenturyPly operates in a category that is only 30 per cent organized, since the last six years the brands key communications and positioning have been via TV campaigns highlighting the core functional benefits of strength and durability of CenturyPly products. For the first time the brand has stepped into the digital zone for engaging with their target audiences and consumers.

     

    “We were thrilled to create and run the first-ever digital campaign for CenturyPly, because the product segment is very challenging and unique. But witnessing the digital revolution in India in all segments & verticals, we understand this was the right time for CenturyPly to step into the digital world and connect with the target audiences. To engage and create a successful digital campaign for a heritage brand like CenturyPly, conviction in the brand’s philosophy and an innovative approach was required. We are extremely thankful to CenturyPly for their faith in us and giving us this opportunity,” said Santosh Kumar, Co-founder, Webitude (A part of Digital Quotient).

     

    “Given the greater than before internet penetration, businesses are increasingly shifting their attention from the traditional marketing media to digital media. We were looking for an agency that understands our objective and can communicate the same across various digital platforms. We really liked team’s understanding of the brand and the Digital landscape”, said Amit Gope, Head of Marketing, CenturyPly India.

     

  • The engaging digital campaign spans across desktop and Mobile for OLX

    SMG Convonix creates digital campaign for OLX

    By a correspondent

     

    SMG Convonix, leading integrated digital marketing solutions company and part of Starcom MediaVest Group has come up with a unique integrated experiential digital media campaign for OLX “Phone ko banao SELLphone”. OLX, in a marketing campaign across TV, radio, and outdoor, is promoting a new concept of ‘sell-phone,’ focusing on three core communication points click-upload-sell.

     

    The digital ad campaign by SMG Convonix trendily allows the users to sell off household things virtually by just experiencing this innovation on Web though their mobile phones. This mobile sync web campaign goes live on Yahoo and MSN from 4th and 5th June respectively.

     

    Women have always been an integral part of the brand communication at OLX. With ‘Phone ko banao Sell-Phone’ OLX celebrates the individuality and independence of the new-age Indian woman. The campaign displays OLX mobile App as a tool of empowerment for women, allowing them to earn money, and unclutter from the convenience of their homes.

     

    Commenting on the innovation, Amarjit Batra, Chief Executive Officer, OLX India, said, “The current campaign “Phone ko banao SELLphone” stemmed from the insight that it is easier to use a classifieds platform from a mobile phone than a desktop PC. The campaign tries to highlight that online selling is fun and convenient”.

     

    “This innovation is an attempt to deliver the joy of selling through mobile, and displays the ease of the OLX mobile App. With this campaign we intend to give our users the best possible user experience,” he further added.

     

  • The event allowed a selective group of marketing leaders from the financial sector to understand the growing impact of social media and content marketing on their business

    LinkedIn hosts Finance Connect in India

    By a correspondent

     

    LinkedIn India recently organized one of its marquee events, Finance Connect in India. The event allowed a selective group of marketing leaders from the financial sector to understand the growing impact of social media and content marketing on their business.

     

    The clear objective of holding such an event was to reveal what are the latest trends on social media, what are the consumers in India seeking for and how does content marketing help brands in building a relationship with their customers? Though LinkedIn’s mission is to connect the world’s professionals to make the more productive and successful it envisions creating economic opportunity for every professional in the world. So if there were just about 1 million users globally in the year 2004, that figure has grown and has reached 300+million users in the year 2014 with 2 members getting added every second.

     

    Some of the key takeaways from the event:

    Three keys to success on social: Be accurate, Be helpful, Be every where

     

    Four keys to build relationships:

    1. Find your audience – geography, function, industry, seniority
    2. Establish trust – meaningful content distribution, company updates, sponsored updates, trending content, content market score
    3. Be personal – sponsored inmails, spotlight Ad
    4. Extend the experience -custom APIs

     

    Key tenets to building a content marketing relationship

    1. Don’t just sell, add value
    2. Ask them what they want to hear
    3. Be Human
    4. Tap into the power of story
    5. Empower employees to contribute content
    6. Compel your customers to spread the word

     

    The event also saw the release of Audience 360º which focuses on helping businesses achieve a complete 360 degree understanding of the personal and professional choices of their audience, which includes their motivations and needs, how they interact with various products, as well as their brand perceptions.

     

    The findings of this survey suggest that LinkedIn users in India comprises young educated professionals out of which 69 percent are under 35 years of age and 93 percent have received a university degree or higher. They are not only career focused but also have an international perspective and consider keeping up-to-date on modern technology as akey to their success.

     

    A few interesting highlights from the survey are mentioned below –

    • In India, LinkedIn members largely represent the IT and Financial Services sectors, working at companies with 1000+ employees, more than 1 in 3 are at manager and level above.
    • LinkedIn is the most used social media site among its India members - 92 percent say LinkedIn is their primary social media platform and is considered the most influential portal for business and professional content.
    • It is also a platform of choice for financial content – more people come to LinkedIn for financial information than any other social media site. In addition to finance, technology alerts and new product information are amongst the most sought after content on LinkedIn.
    • 77 percent of LinkedIn users in India are currently following companies on LinkedIn, as they see it as a credible and trustworthy platform.
    • More than 83 percent of the surveyed members own a smartphone, while 44% of them own a tablet. More than 74 percent LinkedIn India users daily access internet through their mobile device. They intend on making big gadget purchases in the next year.

     

    “The relationship-based LinkedIn ecosystem enables brands to develop an influential customer base. Our research highlights that 73 percent of our surveyed members trust the information received on LinkedIn more than any other online professional network. This provides an interesting opportunity for advertisers to effectively engage with their target audience through content marketing,” concluded Ashutosh Gupta, Director, Marketing Solutions, LinkedIn India.

     

  • The digital driven IMC took off depicting how Oreo Cookie and Orange Creme are #OreoBesties, two flavors that blend together

    Interface creates a new digital campaign for Oreo

    By A Correspondent

     

    With the launch of Oreo Orange Crème, Oreo has attempted to create a new chapter in content creation. The digital driven IMC took off depicting how Oreo Cookie and Orange Crème are #OreoBesties, two flavors that blend together.

     

    The entire campaign designed by Interface Communications reinforces the friendship between the two and narrates tales whilst engaging Oreo’s fan base with multiple activities.

     

    The campaign was a fourfold activity that didn’t leave any #OreoBestie loose.The first activity tapped the biggest thing in vogue – the selfie. A spin off of this love for taking pictures, Oreo’s #BestieSelfie ran for three days where users were asked to share their wacky selfies. This activity saw a 387,352 reach on facebook and generated 243,833 impressions on twitter.

     

    The second leg of the campaign was a #ShoutOut between #OreoBesties Cookie and Orange Crème, where one had to #ShoutOut something and the fans had to guess what the other would reply. The conversions were not limited between the #OreoBesties Cookie and Orange Crème, but also pulled in its users to complete the conversation between the two.

     

    Thus, #BestieBond was the most spoken about activity for two long days. The users flourished with entries talking about what made their bond with their bestie unique. Oreo created live #OreoBesties in the most visually appealing way.

     

    A restaurant brand also jumped in the bandwagon by tweeting with #BestieBond. Oreo India showered customized love on them too. The grand culmination received a warm response with a total of 207 personalised posts created live by Oreo India, 6.9 million impressions and 541 per cent increase in Facebook PTAT.

     

    Robby Mathew

    Robby Mathew, NCD, Interface Communications added, “There’s nothing better than users getting involved in driving brand content . . . that’s what Oreo has successfully done time and again. And now with #BestieBond Live, it has taken engagement to a whole new level.”

     

    YouTube being another platform, the launch TVC grabbed 201,995 eye balls (Read: views). Going beyond social media, the #OreoBesties also reached the online audience via display banners:

     

  • Integrated businessframework to deliver 25 end-to-end social use cases

    Ignitee unveils Social IQ

    By A Correspondent

     

    Ignitee Digital, a TO THE NEW group company,has announced the launch of Social IQ, an integrated Social CRM offering.The solution is designed to enable brands to harness the power of social media beyond advertising and derive tangible business performance.

     

    Social IQ’s business framework offers an industry-leading bouquet of25 end-to-end Social CRM use casesranging from strategy, engagement, response management, creative, contentand analytics, underpinned through a strong layer of technology. Social IQ will leverage social platforms to empower various business functions including product innovation, sales & marketing and customer experiences, as brands seek to become more relevant to the social and mobile first consumer.

     

    Atul Hegde

    Commenting on the launch of Social IQ, Atul Hegde, CEO, Ignitee Digital stated, “The penetration of social media across all demographics of consumers has created a huge opportunity for brands and organizations to use social media for business.TO THE NEW developed Social IQ after much research and feedback and Ignitee Digital is well positioned to deliver this using our innovative SMACK services and proprietary technology platform.”

     

    With more than 150 clients globally, TO THE NEW is one of the only digital service providers with specialized centers of excellence around Content, Analytics, Marketing and Technology. Social IQ aims at integrating best practices around each of these to help brands in every step of the way accomplish social for business – from building social strategies to implementing integrated technologies and running these processes on behalf of clients.