The
MARKSMAN
K J SOMAIYA INSTITUTE OF MANAGEMENT STUDIES & RESEARCH
VOL. IX | ISSUE II | JULY’18
Dear Readers, It gives us immense pleasure to present to you the July Edition 2018 of our beloved Marksman. We have curated for you a broad spectrum of interesting articles that would enhance your understanding of marketing. In this issue we have covered an interview with an Industry Expert, Mr. Rohit Onkar, AVP-Digital Marketing at Loyalty Rewardz Management Pvt. Ltd., previously Project Manager at Convonix. We thank Mr. Onkar for his wonderful insights. For this edition, our cover story is “#TheNetflixEffect”. The article throws light on how Netflix has changed the way viewers consume content. Netflix also creates a great platform for Indian film and TV producers to put out content that may otherwise not get screened through regular media. The special story gives insights on the classical conversion funnel, where we talk about the number of impressions, the number of clicks. But nowadays, we really need to look at the view-through rates more – that is one of our main KPIs now. Hearty congratulations to the winners of this month’s Call for Article, Jasmeet Saluja from XLRI Jamshedpur and Aniket Joshi from Welingkar Institute of Management Research and Studies, whose articles have been featured in this issue. For the remaining entries, we would like to thank you all for your incredible response and encourage you all to keep writing to us with great enthusiasm. We’d also like to hear back from our esteemed readers on how you find our special edition. Your feedback is valuable for us! It helps us improve our magazine. Enjoy Reading! Stay with us on https://www.facebook.com/themarksman.interface/
JULY EDITION
INDEX Tweets
01
It’s All About Ad-itude
03
Marketing Faux Pas
05
Cover Story
07
Pioneer
14
Special Story
16
Brand Markive
20
Bookworm
22
Hall-Mark Campaign
23
Kickstart
25
Featured Article
27
Square Head
35
Industry Experience
36
FAUX PAS TWEETS -SURAJ CHOUDARY AMUL: The no confidence motion proceedings in Indian parliament on 20th July, 2018 had the most talked ‘impromptu hug’. Within hours, Dairy cooperative Amul had a satirical take on it and captured the moment with a question: ‘Embracing or Embarrassing?’ Twitteratti impressed with the responsiveness and wit of the brand praised Amul and some even called Amul- ‘Original meme makers since 1967’.
Amul had a satirical take on it and captured the moment with a question: ‘Embracing or Embarrassing?’
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FAUX PAS TWEETS
There were 115 billion impressions during the month long world’s biggest sport event- FIFA ’18
FIFA WORLD CUP 2018 There were 115 billion impressions during the month long world’s biggest sport event- FIFA ’18. A look at highly engaged campaigns in India: Samsung promoted its QLEDTV by posting an immersive graphic with hashtag #SeeNothingElse. Hyundai India invited its followers to guess the winner of World Cup Final, offering 2 smart TVs for grabs. Berger Paints continued with their #ShadesThatUnite contest by inviting users to predict the winner of World Cup final match. 2
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IT’S ALL ABOUT AD-ITUDE -MONISH SHAH
TELEVISION AD A few months back Tinder India released a Bollywood-esque ad. A girl, in her quest to find an epic love story wanders around the streets of Mumbai. First she comes across three guys but is quick enough to ‘swipe left’ all 3 until she meets a guy worthy of a ‘swipe right’. They connect instantly and dance around the street. But in life not all relationships work and same happens here. So she moves and ‘swipes right’ again and does so till she finds ‘the one’ who has swiped right her as well. Finally she starts something epic for herself. Taru Kapoor, Tinder India head said, “Our lives ultimately are shaped by the people we meet, the relationships we forge and the epic memories we create with them throughout our lives.” May be this ad will change the perception that Indian users have about Tinder. On using a female lead in the ad, Taru Kapoor said, “Women especially love Tinder as it is a community based on equality, mutual respect and a place where they are not judged for being themselves or being bombarded with unsolicited attention.”
”Our lives ultimately are shaped by the people we meet, the relationsh ips we forge and the epic memories we create with them”
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AD-ITUDE
Jammu & Kashmir is known for its apples world wide
PRINT AD Government of Jammu & Kashmir partnered up with BlackSheepWorks to create an expressive campaign for promoting Kashmiri apples. Four different print ads were created with each having a funny and creative caption featuring a picture-perfect apple.
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FAUX PAS -AKRITI ARORA WHEN VIRTUAL TOUR TO PUERTO RICO BECAME A HORRIFYING REALITY FOR FACEBOOK In somewhere around mid-October, Facebook had come up with a new feature called Facebook Spaces. What is it you ask? A virtual reality (VR) app developed by Facebook that lets you interact with your Facebook friends using a VR device. This application sure could have been a success in the market, but it saw to a huge promotional blunder when Facebook’s CEO, Mark Zuckerberg, along with his colleague, Rachel Franklin, took a ‘tone deaf’ 360 degree tour in virtual reality using Spaces, showing a video of Hurricane Maria’s devastation in Puerto Rico. Zuckerberg took the catastrophe of Puerto Rico as an opportunity to not only launch his product Spaces but also to highlight his company’s 1.5 million dollar donation to Puerto Rico relief as well as Facebook’s initiative to restore the territory’s telecommunications infrastructure.
Facebook Spaces is virtual reality (VR) app developed by Facebook that lets you interact with your Facebook friends using a VR device.
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FAUX PAS
The lesson that can be picked up from the entire faux pas is that before making the ad, it should be thought through various perspectives.
Where do you think Mark went wrong then? The whimsical look of characters in spaces provoked the audiences to slam him for being insensitive not actually going to Puerto Rico. Zuckerberg was called a "heartless billionaire" and accused of "exploiting disaster" by online users while showing the “magic” (as Zuckerberg says it) of virtual reality. Zuckerberg later addressed the controversy and apologized by saying he meant to show how VR can raise awareness of disasters. He wrote “I realized this wasn’t clear and I’m sorry to anyone this offended.” This was apparently Zuckerberg’s second public apology within two weeks.
The lesson that can be picked up from the entire faux pas is that before making the ad, it should be thought through various perspectives. The concept of ad can first have a dry run in front of outsider advisors that can tell about the potential perils of failures in marketing.
The question whether this blooper had an impact on Facebook’s fan base or not? It’s not as if those banging Mark Zuckerberg on social media would delete their Facebook accounts as part of protest. 6 MARKSMAN
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COVER STORY - RAHUL RP
#TheNetflixEffect It was a warm sunny day in Mumbai. The Phantom pictures head office at Lokhandwala, received a meeting invite for discussing the possibility of an online TV series on the lines of House of Cards. Alluring as it may be, it would have been the offer of a lifetime where the medium promised no creative hurdles and infinite visibility. No one, in their right mind, could ever had expected Indians given something as audacious as the most talked about TV series of Indian origin ever, The Sacred Games. What happened? Did something change? The answer is commonly known as #TheNetflixEffect. The idea to showcase your brainchild to global audience is mouthwatering in itself. I don’t see any reason why anyone would want to back out from such an opportunity. Although the initial model was nowhere related to something this big. Founded in the year 1997, Netflix's initial business model primary focused towards DVD sales and rental by mail. In the next 3 years, with the intention
Founded in the year 1997, Netflix's initial business model primary focused towards DVD sales and rental by mail.
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COVER STORY
Netflix released an estimated 126 original series or films in 2016, more than any other network or cable channel.
COVER STORY
of international streaming, it was made available to Canada and followed an outward spiral growth objective. By January 2016, Netflix bloomed its presence in over 190 countries with exceptions of China, North Korea and Crimea. Netflix understood the industry's potential by then, which led to its advent into the original content-production industry in 2012 with the series, Lilyhammer. Following, it greatly expanded the production of both film and television series, offering "Netflix Original" content through its online library of films and television. Netflix released an estimated 126 original series or films in 2016, more than any other network or cable channel. As of today, a total number of 125 million users are subscribed to Netflix which includes 56 million from United States itself. It wasn’t the first time that the big guns were openly challenged with such impudence. TV had encountered a similar phenomena in the past; for instance, Rupert Murdoch, with his Fox sneaked his way into the ultimo-trio of the broadcasting industry in the 1980. Netflix doesn’t want to remain as a streaming, superior version of HBO, Fox or NBC; its aspirations are far bigger trying 8
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COVER STORY
to demolish the traditional television experience. The question here is, can this win happen without any bloodbath? The answer here has to be No! Netflix in its efforts is overlooked by a debt of 6 billion USD although the current quarter has witnessed its overall market capitalization grow past $150 billion, surpassing Disney and becoming the globally highest valued media firm. The principle Netflix works on is that instead of testing the content using pilot episodes, wasting both time and money, why not purchase the entire series and publish it straight to its subscribers. Netflix can be termed as the creator of Bingewatching that is removing all the restriction that a television project offers: No Waiting, Instant Gratification and Infinite Entertainment Choices. Along with this, Netflix understood that having a domestic middleman for publishing its content across different regions of the world and setting its own franchise allows its subscribers synonymous access to the entire content, all at the same day and at the same time. It has completely
Netflix can be termed as the creator of Bingewatching that is removing all the restriction that a television project offers; No Waiting & Instant Gratification
Price
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COVER STORY
It has completely changed the idea of ethnic consumer and provided each and every one of them, the right to choose and cater to his own taste.
changed the idea of ethnic consumer and provided each and every one of them, the right to choose and cater to his own taste. Even its shareholders, understood and funded its steps towards acquiring the likes of the prime faces of ABC, Fox like Rhimes and Ryan Murphy with the humongous amount of $400 million and keep every good entertainment project to itself. Remunerations worth $20 million to stand-up artists like Ellen DeGeneres, David Letterman were some of the bold looking steps that provided it the name it now owns. Recently, it also collaborated with Barack and Michelle Obama for TV Shows and movies.
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COVER STORY
COVER STORY
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COVER STORY
Netflix henceforth has a very clear understand of consumer habits, individual preferences thus allowing for further refinement of existing content
COVER STORY
No matter how absurd it looks, the idea is very simple which techies like Facebook and Amazon simply call, The Ripple Effect. The more you grow, the more it grows and so on. Every human can at max watch 24 hours of content in a day and if the amount of content you produce is more than the available time, people are bound to be lured. Now as they spend more time, the company is able to capture more data related to the subscriber tendencies and although the dataset becomes bigger, the analysis becomes better as well. Netflix henceforth has a very clear understand of consumer habits, individual preferences thus allowing for further refinement of existing content. In the words of the Chief Content Officer at Netflix, “More shows, more watching; more watching, more subs; more subs, more revenue; more revenue, more content".
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COVER STORY
COVER STORY
The growth of Netflix from 33 million subscribers to 125 million(post the occurrence of House Of Cards), wall street expects the upward trend to touch 200 million by the fall of 2020 and 300 million by 2028, as per Morgan Stanley. “The thing that keeps me up at night is scale,” says Sarandos. “It’s a mind-boggling amount of programming that’s being produced here. How do we keep scaling it?”
“It’s a mindboggling amount of programming that’s being produced here. How do we keep scaling it?”
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PIONEER -
SOHIT SURESH
Ellen DeGeneres Known worldwide for her talk show and quirky humour, Ellen DeGeneres is an American TV host, comedian, actress, writer, She started producer and lately LGBT activist. Born in Metairie, Louisiana, Ellen off her TV majored in Communication Studies from the University of New career with Orleans. She has hosted the Academy Awards, Grammy Awards, the late and the Primetime Emmy’s. night talk She started off her TV career with the late night talk show Ellen, show Ellen, which lasted from1984 to 1988. She has revealed that she was which heavily influenced by Woody Allen and Steve Martin. Her wit won lasted over audiences, and DeGeneres finally found her winning formula from1984 as an actress with her own prime-time sitcom. The series was to 1988 originally titled These Friends of Mine, but it was renamed in 1994. From then, the show has evolved from its beginnings as an ensemble effort into a showcase for DeGeneres. The show faced strong criticism when, in April 1997, DeGeneres' character became the first lead in sitcom history to openly acknowledge her homosexuality on air. An ABC affiliate in Birmingham, Alabama, refused to air the landmark episode. Fearing controversy, some of the show's sponsors, Daimler Chrysler among them, withdrew advertisements.
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PIONEER
In 2003, DeGeneres lent her voice to the animated box office flick, Finding Nemo, in which she plays a friendly yet forgetful little blue fish named Dory. The next year she received two Emmy Award nominations for her stand-up comedy special Ellen DeGeneres: Here and Now. A unique combination of funny and kind, Ellen is a popular choice to host major awards telecasts. She was tapped to host the Grammys in 1996 and 1997; the Primetime Emmy’s in 2001 and 2005; and the Academy Awards in 2007 and 2014. Underscoring her popularity, DeGeneres in 2009 was chosen to fill the coveted fourth slot as a judge on American Idol, replacing Paula Abdul.
In November 2016, Ellen received the Presidential Medal of Freedom from President Barack Obama for her contribution to the arts.
DeGeneres is also the author of several books. Her film work slowed after her talk show took off, but she's continued to work mostly behind the scenes as an executive producer of several television. In November 2016, Ellen received the Presidential Medal of Freedom from President Barack Obama for her contribution to the arts. Juggling many roles in Hollywood, Ellen has continued building her empire. She owns her own record label called "eleveneleven," as well as a lifestyle brand called Ed by Ellen. It was launched in 2015 and sells shoes, home and baby items. 15 MARKSMAN
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SPECIALSTORY STORY SPECIAL -
ASHIK KURIAN
Marketing Funnel- Is It A Concept That Is Dead Or More Influential Than What You Imagined? The only thing that have changed is how marketers have conceptualised the Funnel as time passes by
Marketing Funnel-one of the oldest concepts from the Philip Kotler’s bible for Marketers has played an influential role in determining the customers buying journey or decision making while buying a product or service. But is the Novelised theory applicable now? Yes, it is! Like the news that SEO is going to die and the era of Web design has come to an end this news is also something which is never going to happen as long as the customers are going to think about buying a product! The only thing that have changed is how marketers have conceptualised the Funnel as time passes by.
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SPECIAL STORY When E. St. Elmo Lewis devised the model in 1898 (which mapped a hypothetical client excursion from the moment a brand or product enticed customer attention to the point of deed or purchase) he may not have ever believed that his model would be utilized even after100 years afterward its formation. The Marketing Funnel is a Model which deals with the customer’s mind-set while going to buy a product. It includes stages such as Awareness, Consideration, Conversion, Loyalty, Advocacy and Repurchase the same brand. Awareness is nothing but discovering the brands that are already there in the market. This awareness can be either unaided awareness, aided or top of mind awareness. Brands need to keep a track on all the type awareness for effective marketing and see if their competitors are getting an edge over them. Brands such as Fiat have increased their Brand awareness by 127 percentages through Search Ads which helped them get back to the American Market and increase their sales and revenue by 120 percentages. The second stage is Consideration and as far as a marketer is concerned this is the stage where you will find the customers who will consider buying your car. Marketing campaigns and Ads should be directed to people who are considering to buy your car as they can directly influence the customer’s decision of purchase.
Marketing is done in small bursts and this helps the marketer to tweak his or her strategy, keeping in mind what works and what doesn't.
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SPECIAL STORY
The sales funnel goes beyond the first purchase. You don’t desire clients to buy and next ignore the brand that you marketed so much There are many ways a marketer can achieve this.They are : • Hunts for product, ability, firm reviews. • Content downloads • Hobbies that promise buys – like lenses for pro photographers • Best of searches: best product kind, best companies in an industry, etc. • Pages visited on your website • Subscriptions to your email list • Related product buys (targeting option in Facebook, Instagram) • Attendance events that need buys (e.g. weddings mean dresses, honeymoons and all kinds of purchases) At each stage it can be seen that the size of the funnel decrease. This is because the number of people in each stage is not same as the previous stage. The sales funnel goes beyond the first purchase. You don’t desire clients to buy and next ignore the brand that you marketed so much . You attract them to buy once more and make them a long-term client who are faithful to your brand. You attract them to advocate your brand – both online and offline – who could additionally be interested in what you possess to offer
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SPECIAL STORY This can be done by the following ways: • Quality products/services • Premium customer service • Refund offers • Return policies • Loyalty programmes • Rewards for recommendations • Personalised offers for your existing customers • Time-limited promotions • Content that helps users after the purchase The journey of connecting, guiding, converting, and then retaining your consumer is becoming more complex as the logic of the online path is added.
Deliveroo displayed customer’s proposals to order their chilled beers for the match directly
During UEFA Championship League Heineken took an Omni channel approach for the sponsorship which featured both of the precepts emotion and entertainment. One of the difficulties that the brand has faced during competitions is that once the fans favourite team loses then they stop watching the game. The stimulus, therefore, began as a broad-reach traditional TVC, featuring Manchester United boss, Jose Mourinho giving a pep talk to viewers. The faux-emotional video featured a natty volte face as Jose, who begins shouting his message to a stormy skyline, is revealed to be wearing his slippers and preparing to get inside to watch the Champions League match that night. But this was merely a portion of a crusade that aimed to cover the whole customer journey. So as to guide customers to discern the UCL, social videos echoed the messages of the Mourinho video. As the crusade advanced into the conversion period, an exclusive offer alongside Deliveroo displayed customer’s proposals to order their chilled beers for the match directly. Finally, buyers who reached the final stage of the procedure into the retention period should hopefully relish the experience of a chilled beer alongside a little of the best football around. Nowadays there’s a need to look at the view-through rates. It has become one of the main KPIs in addition to click through and attribution. Further down the funnel, conversion is still important but so is dwell time and time well spent, which will encourage people to return. Delivering a seamless Omni channel journey across technology is tough, but the focus on a more elegant path to purchase considering online and offline (and product) touchpoints provides useful lessons for other mass- market brands, where the experience of the product is itself a crucial touchpoint. 19 MARKSMAN
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BRAND MARKIVE -JHALAK JAIN
A 10-YEAR OLD ZOMATO
It lists all the relevant information about restaurants: menus, photos, reviews curated for credibility and contact info for close to 10,000 cities
Close to 90% of the start-ups fail in the first 5 year of their inception, the major reason why start-ups are failing is they lack a clear picture of the market and have overestimated their idea and underestimated the competition. Various start-ups have sprung of and we’ve seen this culture sweep over the entire world. With millions of dollars being flushed into this ecosystem and such influx of start-ups into the business environment, it becomes increasingly difficult to assess their viability, creditworthiness. Life is all about good food, and where can you find the best of it; it’s Zomato darling!! Founded by the trio of Pankaj Chaddah, Deepinder Goyal and Gunjan Patidar, Zomato has been one of the most promising start-ups from India. It is India’s oldest food-tech, online restaurant discovery and food delivery portal. It lists all the relevant information about restaurants: menus, photos, reviews curated for credibility and contact info — for approximately 10,000 cities. Currently Zomato is in 24 countries including Australia and United States. Initially started by Deepinder and named as Foodie bay, Zomato
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BRAND MARKIVE
has come a long way with a series of rebuilding and rebranding. Pankaj was the brain behind Zomato’s marketing campaigns and the secret recipe to Zomato’s success. In a 10 year journey, most of Zomato’s growth has been in last 5years, while initial 5-years were spend a solid cultural DNA. Taking baby steps, this company is achieving one milestone after the other and biggest one was the implementation of Zomato gold and then Zomato Piggybank. Zomato mostly earns from the advertisements it displays for the restaurants and its newly found goldmine: “Zomato Gold” which was launched in India in November 2017 and has received a tremendous response with over 300,000 paid subscribers and over 2200 partner restaurants. Apart from a money minting start-up, Zomato’s mission is to: “impacts consumers by exposing them to a variety of high quality meal options that are – accessible, affordable, safe, nutritious and healthy; while also helping the restaurant industry grow sustainably – by allowing a transparent flow of feedback, fostering entrepreneurship, educating the restaurant fraternity and upholding higher standards for the industry to follow” On its 10th anniversary on 10th July 2018, instead of the usual every year celebrations, Zomato celebrated the occasion inline to its vision, i.e. better food for more people, the company distributed 2.5 lacs of food meal packets to homeless and needy. There was not wine and dine, only spreading wide smiles..!
Zomato mostly earns from the advertisem ents it displays for the restaurants and its newly found goldmine: “Zomato Gold” which was launched in India in November 2017
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BOOKWORM - SHRUTHI S
MOJO: MARSHALL GOLDSMITH Mojo comes from the moment we do something purposeful, powerful and positive which is recognized by the outside world.
Marshall Goldsmith, the world’s top executive coach, who has regular blogs on Harvard Business, BusinessWeek and The Huffington Post, analyses what is Mojo in his book “Mojo: How to get it, how to keep it, how to get it back if you lose it”. He explains it as an expression of the harmony between what a person feels inside about whatever he is doing and what he shows on the outside. Mojo comes from the moment we do something purposeful, powerful and positive which is recognized by the outside world. It maximizes when experiencing happiness and meaning in what we are doing and sharing this achievement with the world around us. It is a positive spirit that starts on the inside and radiates outside. Sometimes simple, hard-to-spot mistakes can make us lose our Mojo and lead us to feel humiliated. Silly arguments that are beneath our dignity can put our Mojo at risk and needlessly create enemies. Marshall says that a person can change himself or any other influencing force in his life and control his life and destiny. This books helps us understand what it takes to have a happier and meaningful life and create a significant positive change.
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Hall-MARK CAMPAIGN FIFA soccer gets everybody crazy all around the world. it's not possible to not be in awe of the FIFA tournament. it's the world’s greatest sports that brings folks from totally different culture along. FIFA fever has gripped India also. everyone seems to be initiating with campaigns entertained towards FIFA. Amidst this mania, Skybags launched an explicit digital challenge. The challenge goes for everybody regardless of being an acquaintance or not. The challenge is #BagTheBall. it's a straightforward nevertheless far-out challenge that encourages folks to showcase their talent. For the challenge, all they need to try and do is bag the ball in the most innovative manner doable. With #BagTheBall Skybags aims at partaking everybody across the country and not simply the techno-savvy youth. World-renowned cricketer, Irfan Pathan kick-started the campaign on Instagram and scored a goal by sacking the ball in his Skybags backpack. He inspired his fellow fans to
VIDHI MEHTA
The challenge is #BagTheBall. It's a straightforward nevertheless farout challenge that encourages folks to showcase their talent
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Hall-MARK CAMPAIGN
Indian squad Captain Sunil Chhetri conjointly shared a video encouraging his fans to participate in #BagTheBall challenge. The response was huge.
participate in the challenge. To participate in the challenge, all one had to try and do was record themselves sacking the ball, transfer it on social media and tag @inskybags with #bagtheball. A lucky winner is going to be awarded, with iPhone X, GoPro, and iPad. Excluding Irfan Pathan; Harbhajan Singh and conjointly Jaspreet Bumrah followed the trend with their artistic videos. Indian Soccer Captain Sunil Chhetri conjointly shared a video encouraging his fans to participate in #BagTheBall challenge. The response was huge. Skybags received many far-out videos uploaded for the challenge.The competition finished on the fifteenth of July 2018. Talking regarding the campaign Mr. Sudip Ghose, CEO, V.I.P Industries aforementioned that #BagtheBall challenges people's ability and encourages everybody despite age and gender to point out off their soccer moves. As a brand, they're perpetually trying to find ways that to initiate and to supply one thing distinctive, that actually resonates with their audience. The thought is to achieve bent and interact with all particularly the youth. The campaign saw tremendous response with entries coming back from all across India.
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KICKSTART -
ABHA SHAH
Football fans must remember the time when Zlatan Ibrahimović joined Manchester United in 2016. Another thing that fans especially Manchester United fans enjoyed were these billboard ads:
Social Chain was founded in 2014 in London, United Kingdom, by Dominic McGregor and Steve Bartlett and has a team of 200 people
A social media digital agency set out to irk Manchester City fans by setting up a hoarding which read 'Manchester, Welcome to Zlatan', overlooking the Manchester City FC’s store in Manchester City Centre. This ad paid homage to Man City's infamous 'Welcome to Manchester' sign the club stumped up for when Carlos Tevez jumped ship to City from United back in 2009. The 'Manchester, welcome to Zlatan' ad had gone absolutely viral and had the internet going crazy thanks to the mastermind digital agency start-up behind it called Social Chain. Social Chain was founded in 2014 in London, United Kingdom, by Dominic McGregor and Steve Bartlett; the former, a sports science course dropout and latter a drop out of a Business Management Course. Social Chain boasts of a team of 200 people whose average age comes to 23 years. They are a team who know exactly how millennials think, engage with and share content across all social media platforms.
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KICKSTART
They have developed a network of over 350 million social media influencers, pages and groups by acquiring accounts such as “Fitness Motivation”, “Love Food”
They have developed a network of over 350 million social media influencers, pages and communities by acquiring accounts such as “Fitness Motivation”, which has almost 2m Twitter followers, and the Instagram page “Love Food”, which has around 7m. The start-up has a client list that includes Apple, Spotify, Puma, JD Sports, P&G, British Airways, Microsoft, Malibu, Universal Pictures, Sky Betting & Gaming, Boohoo, McDonalds, 20th Century Fox, Warner Brothers, ASOS, BBC, British Land, Deliveroo, ITV The company has been backed by investment from German talent management firm NVC, whose founder is Georg Kofler. With this backing the company aims to own big ‘social media properties’. A brilliant company that dishes out amazing content for its clients, has a lot that budding marketers can learn from.
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FEATURED ARTICLE -Jasmeet Saluja Design Thinking "Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success." — Tim Brown, CEO of IDEO Design thinking encompasses the human point of view with technology-induced solutions and economic viability. Human point of view is given the prime importance when it comes to design thinking and hence focus is on developing solutions centered on the people for whom it is being developed. The whole purpose of design thinking is to give a different perspective on approaching a solution. Stanford's Hasso-Plattner Institute of Design describes Design Thinking as a five-stage process. However, these steps need not be sequential. EMPATHIZE The first stage in the Design Thinking process is to understand the problem with empathy. Empathizing need not necessarily mean being sympathetic. One can know what others feel without being in agreement with that feeling.
XLRI Jamshedpur
Stanford's HassoPlattner Institute of Design describes Design Thinking as a five-stage process. However, these steps need not be sequential.
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FEATURED ARTICLE
Framing the problem in the right way can be a powerful way to create innovative design solutions to challenging problems
Empathy is important since it eliminates the need for making assumptions about the world for gaining insight into user's needs. DEFINE In the Define stage of Design Thinking, all the information garnered during the Empathize stage are strung together to analyze the observations and combine them in such a fashion as to define the core problems identified so far and come up with a problem statement, called a point of view (POV), that can help you reframe the problem and open new and innovative solution spaces. Framing the problem in the right way can be a powerful way to create innovative design solutions to challenging problems and even create new and disruptive business models.
IDEATE The third stage is devoted to generating new ideas taking into account all the information collected as part of the first two stages. It demands brainstorming ideas, as many ideas as possible. Ideas put on the table need not necessarily be innovative or ‘out-of-the-box'. Any idea can give birth to a brilliant concept, hence it should be ensured that none of the ideas go unattended. Ideation requires a collective approach by the team for brainstorming which brings about varied outlooks because of the multi-disciplinary nature of teams. This variety in ideas combined with the pace with which the ideas are generated and the quantity in which the ideas are generated ensures that if not the perfect solution itself, seeds to a perfect solution are sown. PROTOTYPE Prototyping stage is meant to develop a number of low-cost & scaled-down versions of the intended product with specific desired features to investigate & ascertain the solutions developed in the previous stages. Prototyping not only helps us learn and 28 MARKSMAN
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FEATURED ARTICLE
solve disagreements between the team members but also allows us to test ideas quickly and cheaply. For testing the dependability of a prototype, it's important to ponder over the questions to which the answers are being sought and to be vigilant in interpreting the results of testing lowdependability prototypes with users. TEST Prototyping can be a fun stage, however, testing is the stage where the fun ends. Seeking feedback from users by exposing your product is a tough task. Testing forms the final stage where the products completed in the prototyping stage are rigorously tested and the results obtained are often used to redefine one or more product hypotheses. Like the whole basis for prototyping is often intended to prevent from forming attachments to ideas that may or may not be worthwhile. Similarly, it is important to test prototypes in the design process so as to quickly correct course of the iterative process. Monitoring the response & measuring the satisfaction level of the users are 2 prime activities while testing the prototype.
Like the whole basis for prototyping is often intended to prevent from forming attachments to ideas that may or may not be worthwhile
Based on the description provided above about what really is ‘Design Thinking’, it might appear like a very simple & commonsensical concept. However, in reality, Design Thinking is not that easy to catch hold on. Design Thinking concept is an ideology. It does not have a structure or a sequential approach. There is no standardized format which can be applied when it comes to design thinking. Moreover, it is not a static concept, Design Thinking is being evolved continuously in the way it is practiced in different situations, by different firms or 29 MARKSMAN
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FEATURED ARTICLE
Industries / people are being pushed to their limits, coercing them to change the boundaries & mindsets on how the problems are to be approached.
teams. There is so much content on Design Thinking and yet one cannot find the perfect coherence or approach style to the concept. Hence, industries/people are being pushed to their limits, coercing them to change the boundaries & mindsets on how the problems are to be approached. Within the world of business, the design perspective is now being applied to a much wider range of challenges beyond the traditional concerns of product aesthetics and ease�of�use, including the search for innovative strategies, business models, and organizational structures and processes.
30 MARKSMAN
JULY EDITION
FEATURED ARTICLE - Aniket Joshi Welingkar Institute of Management Research and Studies
INSTAGRAM AUTOMATION It’s been 7 years since Instagram has been introduced to the world in 2010, and everyone has been going gaga over it with their food, pets, clothes and travel diaries. Although it is a U.S. based App, U.S citizens only make up the quarter of the total active users. This platform isn’t just restricted to selfies anymore. Instagram has emerged as a global marketing platform for brands, celebrities to showcase their products and reach to the world. Instagram as a marketing platform can be effectively used by businesses to promote their brand and product. Nearly half of the total users are active users, using the app multiple times a day. Therefore, businesses can reach larger audiences compared to other holistic platforms. Over 95 million photos and videos are shared on Instagram every day. After creating an account for your business, the next important thing to reach out to audience is to create content which is inline with the brand name and products, targeting a proper audience, building a strong community fanbase.
Nearly half of the total users are active users, using the app multiple times a day. Therefore, businesses can reach larger audiences compared to other holistic platforms
31 MARKSMAN
JULY EDITION
FEATURED ARTICLE Over here we can see how popular celebrities are used to endorse a brand. Attach links to your official websites, use tools such as bitly and Google to keep track of traffic generated to your website through Instagram account. It is of utmost importance to catch the eye of the customer. Choosing the right profile photo which can be the logo or other image familiar with the brand. This should be also accompanied with an interesting Instagram bio which should be short and concise, describing the brand, one can use hashtags to make it more searchable. Attach links to your official websites, use tools such as bitly and Google to keep track of traffic generated to your website through Instagram account. You can also switch your account to business profile which will allow your page to be identified as business, provide in depth insights which will lead to better audience interaction and business promotion. What makes millions of people visit Instagram daily is the experience to view beautiful images and videos from all over the world and share their own. Success of Instagram lies in its content. Brands content should add to the experience of its followers. The values and belief of the brand should be reflected in its post. 32 MARKSMAN
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FEATURED ARTICLE
It is also important that images should have consistent theme and lighting while maintaining diversity in content so that the Instagram page of the brand appears to aesthetically pleasing. One can also put behind the scenes pictures of shoot or workplace on Instagram stories to make interaction more interesting, but make sure you don’t give away too much. Posts should have captions which are interesting, complementing the image and contains popular hashtags. You can also add location and tag people in the post like your brand partners, celebrity spokespeople etc. It is also advisable to link your Facebook and Twitter account with Instagram so that you can reach people across other platforms as well. It is very easy to follow and unfollow accounts on Instagram, so it’s of prime importance to keep you content interesting, so that your post can feature in Explore tab, which uses an algorithm to surface your content in the feed of people who don’t follow your account. Never go for paid followers, as most of these accounts are fake or bots. We can see how the values of the brand are reflected in its posts.
It is also advisable to link your Facebook and Twitter account with Instagram so that you can reach people across other platforms as well.
33 MARKSMAN
JULY EDITION
FEATURED ARTICLE Organize contest and competition, and ask people to submit their photos and videos with a hashtag which you are using for your brand.
Engaging with your community is also important to maintain a healthy relationship with them, comment back and like the comments on your post made by your followers. Organize contest and competition, and ask people to submit their photos and videos with a hashtag which you are using for your brand. Over here we can see how contest are organized and caption used for promotion. You can also use third-party developers for managing your account and provide insight for your content creation.
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JULY EDITION
SQUARE HEAD SQUARE HEAD -
VIDITI JAJODIA
35 MARKSMAN
JULY EDITION
INDUSTRY EXPERT -
ANJALI VERMA
Dear Readers, with this edition of Marksman, we are introducing a special section titled “Industry Expert “. It will bring you insights from experts who have achieved the wisdom of knowledge over the years through their talent and hard work in their respective domains. Our numero uno column talks about Digital Marketing and to throw light upon this most trending marketing aspect, we have with us Mr. Rohit Onkar, AVP-Digital Marketing at Loyalty Rewardz Management Pvt Ltd. He started his digital marketing journey with Convonix as Project Manager. He has also worked with National Payment Corporations India (NCPI) as Digital marketing consultant. Rohit has been in the industry from past 7 years and he has successfully helped “Businesses Scale using Digital Power”. We are grateful to Rohit for taking out time for our interview. Q. How important it is for Marketing Professionals to know and implement Digital Marketing tools and techniques? A. A large portion of the marketing budget across industries is now spent on digital. There hasn't been a more important time for marketing professionals to understand digital and the role it needs to play in the marketing mix. Marketers need to move as fast as consumers are in the modern era. Think about it, in the last five years the consumer has moved from one screen to the other and now is moving to voice enabled searches/devices. It's imperative for marketing professionals to understand that they need to move to where their consumers are and not where they want them to be. Q. Will the existing marketing strategies be relevant in the digital era? How does brand today cope up with the digitally empowered customers? A. Any strategy that can't be measured against a revenue lift will always have a shelf life. For any marketing strategy to be relevant today for brands, it needs to be married to data. If you can't attribute an ad impression to a purchase, you will always be questioned about relevance. The moment you get ROI in the picture, you find answers that help you automatically cope with your digitally empowered customers. 36 MARKSMAN
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INDUSTRY EXPERT Q. What are the common mistakes brands commit in the haste to upgrade and to keep up with the digital marketing trends? Can you share one example? A. Brands trying to take a half-baked digital product to the market. Product guys have given this a fancy name - MVP. Unfortunately, an MVP only works when your offering is unique, not when 10 others in the market are doing the same thing. The best example to this is the demonetization period where you saw well established banks trying to come up with digital wallets to take on established players already existing in the market in the same category. Then, someone sitting at RBI realized that there was no need to digital store your money in a wallet - you have your bank accounts for that and came up with UPI which killed most of your standalone bank wallet apps, if not all. Q. What are the fundamental differences in the digital strategies adopted by big enterprises and small & medium enterprises? A. Big enterprises are very concerned about their data being in their control as much as possible and hence you would see them invest in data management platforms, use non-PII (Personally Identifiable Information) data for advertising/activation. Also for large organizations, marketing is no longer a cost center, they are continuously looking to monetize their data/audience. SMEs still are in the growth hack mode of digital marketing where all they run after is the cheapest impression buy most likely to lead to a purchase. As "cheap" as it sounds, this really requires a solid understanding of machine learning and is a tough nut to crack. Q. What advice would you give to someone looking for a full time digital marketing profile post their MBA? What are the most sought after digital marketing job profiles? A. Love data. Understand that digital is more of a science than an art. The most sought after digital profiles are the ones in ad tech companies where you get to build a DSP/DMP or a part of the advertising stack. Q. Do google certifications serve the purpose of digital knowledge? What all certifications one should complete in order to have a digital marketing competent profile? A. Most savvy digital marketers will know how certifications can be gamed in this industry. They rarely are a prerequisite to a job. One should rather invest the time it requires to clear certifications in a setting which allows them to learn digital marketing execution! Q. Since digital marketing is a technologically evolving domain, how should we keep ourselves updated with the latest trends and advancements? A. Think with Google and Social Media Examiner are two go to places for the latest in the world of digital marketing. Note: This interview is a part of Interface copyright, no part or excerpts can be reused without consent of Interface. 37 MARKSMAN
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CALL FOR ARTICLES FOR MARKSMAN AUGUST 2018 "You can make anything by writing." --C.S. Lewis The Marksman provides one and all the opportunity to discover their hidden talents in the literary field through the call for articles For the upcoming month, the articles can be sent on any of the following topics: • The Subtle Art of advertising liquor • Life and times of Advertisement Jingles * Please ensure that there is no plagiarism and all the references are clearly mentioned. Kindly follow the guidelines given below: 1. One article can have only one author. 2. Your article should be approximately 800 – 850 (strictly adhere to the word limit) 3. The article must have relevant pictures that can be used to enhance the article 4. Font Type: Gill Sans MT 5. Font Size: 14 6. Send in your articles in .doc/.docx format to marksman.simsr@somaiya.edu 7. Subject Line:Your Name_Institute Name_Course Year. 8. Kindly name your file as:Your Name_ Topic. The best adjudged article will be given a Winner’s certificate. The First Prize Winners will be awarded Rs.1000 Cash Prize. Deadline For Submission Of Article: 25th August , 2018
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