Paid media advertising is a cornerstone of digital marketing, allowing businesses to reach targeted audiences and maximise their visibility online. As we approach 2025, paid media is evolving because of technological advancements and shifting consumer behaviours. Staying ahead is important for brands that want to remain competitive and make the…
By ARM Administrator
December 17, 2024
Paid media advertising is a cornerstone of digital marketing, allowing businesses to reach targeted audiences and maximise their visibility online. As we approach 2025, paid media is evolving because of technological advancements and shifting consumer behaviours. Staying ahead is important for brands that want to remain competitive and make the most of their advertising budgets.By adapting to the fact that it won’t just be about buying ad space but also about building trust, embracing new channels, and leveraging advanced technologies to tap into the unexplored potential of both mediums and strategies. This change certainly requires adapting to the latest trends in the media industry,employing proactive learning and adaptation methods, followed by the rigorous implementation of the right strategies.So, let’s explore the key paid media trends that will be shaping success in the upcoming year.
Privacy-First Advertising Will Redefine Brand Trust
With growing awareness about data security and stricter privacy regulations like GDPR, CCPA, and Apple's app tracking transparency (ATT), brands must shift their strategies to build trust—the future of advertising lies in prioritising consumer privacy. Henceforth, in 2025, we can see brands and businesses that leverage zero-party data (information willingly shared by users) and first-party data (from user interactions on their platforms) flourish. These new privacy-centric methods not only comply with laws but also help businesses establish the right resonance, which eventually helps encourage stronger customer relationships, as the modern consumer prefers transparent, consent-driven interactions.Brands must continue to experiment and leverage creative engagement ways, such as interactive surveys, polls, and quizzes, to collect zero-party data. Further, they can also adopt privacy-compliant tools like Google Analytics 4 (GA4) and collaborate with ethical data partners to enrich first-party data and enable more personalised marketing. This need for transformed methods is backed by research from McKinsey, which suggests that failing to upgrade data strategies could increase marketing costs by10-20% to achieve the same results. So, privacy-first advertising is no longer optional—it’s a financial and strategic necessity.
Voice Search and Audio Ads Will Rule the Airwaves
Voice search and audio content are shaping the future of search behaviour and advertising. With smart speakers and voice assistants becoming household staples, conversational search queries are on the rise. In India, voice search has seen a270% increase every year, reflecting a broader global trend. This evolution in user behaviour opens new possibilities for brands to increase discoverability through voice-optimised content and target audiences via audio ads on platforms like Spotify, Apple Music, and podcasts.Brands can maximise this opportunity by optimising voice search using NLP (Natural Language Processing) tools to make websites and content discoverable for voice queries. Further, they can create short audio ads of 10-15 seconds on platforms like Spotify that can capture attention effectively. Additionally, targeting local queries will become even more crucial as "near me" voice searches are on the rise and continue to drive conversions. An example of success in this space isSheetz, which launched voice-activated ordering via Alexa, a move that boosted customer engagement and positioned Sheetz as a tech-forward brand.
Influencer Partnerships Will Fuel Brand Credibility
By 2025, influencer marketing is projected tohit $30 billion, reflecting its growing influence on consumer decisions. Modern consumers trust influencers more than traditional ads, and brands are evolving from one-off collaborations to long-term partnerships with micro-influencers. These creators have smaller but highly engaged audiences, making them valuable allies for brands seeking authentic, personalised connections with consumers.To ride the influencer wave, brands must continue to leverage their potential and prioritise alternatives like long-term partnerships with micro-influencers who align with brand values and help brands penetrate the right target audiences. Further, this video content with familiar and trusted faces will continue to strengthen its space as ad content, eliminating the resources and time needed to create new ones from scratch. Beyond this, leveraging influencer tools likeAspireIQandUpfluencewill help brands identify suitable influencers. Moreover, focusing on authenticity is important, as genuine and relatable content works better than overly 'salesy' messaging. Nykaa shows this through its partnerships with beauty influencers on Instagram and YouTube, which help build trust, increase visibility, and boost sales. By humanising the brand, these collaborations align with digital marketing trends, creating stronger connections with consumers and driving visibility and sales.
Decentralised and Niche Social Platforms Will Reshape Brand Engagement
Consumers are consistently seeking more personalised, community-driven experiences, leading to the rise of decentralised and niche platforms like Discord. Unlike mainstream social networks, these platforms cater to specific interests and foster deeper community engagement. In India, platforms like ShareChat and Moj are also seeing rapid adoption, particularly among regional audiences, consistently redefining where and how brands engage with customers.To capitalise on this shift, brands should establish a presence on niche platforms that align with their target demographics. Creating tailored content that matches the community’s language, tone, and interests will foster stronger brand affinity. Moreover, brands can also explore exclusive offerings of these platforms; for instance, ShareChat and Moj present opportunities for brands to localise their campaigns for India’s diverse linguistic and cultural audience, which can help with better engagement and higher ROIs. By being early adopters of these niche platforms, brands can position themselves as trailblazers in a less crowded space.
Shoppable Ads Will Make Social Shopping Seamless
Shoppable content is revolutionising how people buy products online. With platforms like Instagram and Facebook integrating in-app shopping features, users actively purchase directly from ads without leaving the platform. This frictionless shopping experience drives higher engagement, reduces cart abandonment, and boosts conversions. As this becomes standard practice, brands not leveraging the potential will also be required to integrate e-commerce functionality into their paid media strategies to remain competitive. Embracing shoppable ads on social media can be a good start, allowing users to browse, select, and purchase items without leaving the app. Platforms like Instagram’s "Checkout" enable a seamless user experience, reducing purchase barriers. Myntra’s integration of this feature enabled higher engagement and increased sales.
Advanced Attribution Models Will Pinpoint What Really Works
As advertising channels diversify, it’s becoming harder to track the true impact of each campaign. Relying on last-click attribution alone is no longer sufficient. Advanced attribution models like Multi-Touch Attribution (MTA) and Data-Driven Attribution (DDA) provide brands with a holistic view of the customer journey, highlighting which touchpoints contribute most to conversions. This clarity allows brands to allocate their marketing budgets more effectively.In 2025, we expect brands to implement attribution models that track customer interactions across multiple channels and devices. Further, regularly updating these models will become essential to navigating through consumer behaviour changes. Advanced analytics platforms and marketing dashboards can offer real-time insights, allowing brands to shift spending dynamically. For example, e-commerce companies using MTA models can see how email, social media, and paid search collectively drive conversions. Henceforth, brands that will strongly understand the complete customer journey will have a distinct advantage in optimising their marketing ROI.
To Sum Up
The future belongs to those who can innovate, adapt, and prioritise customer trust. Staying ahead of these shifts will not only drive brand growth but also establish long-term loyalty.By leveraging emerging platforms, data-driven insights, and creative engagement techniques, businesses can maintain relevance in an increasingly crowded space. As trends in paid advertising continue to evolve, those who, along with all these changes, will prioritise authenticity, agility, and customer-centric approaches will lead the charge, capturing consumer attention and driving sustainable growth in 2025 and beyond.
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SEO in 2025: Trends That Will Redefine Digital Discovery
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The SEO landscape is rapidly evolving, fuelled by technology and shifting user behaviour. In 2025, succeeding in SEO means adapting to new tools and SEO trends, like AI-powered search experiences and voice-activated searches. Google’s Search Generative Experience and Bing's Chat AI are already making search results more interactive and personalised.…
By ARM Administrator
December 2, 2024
The SEO landscape is rapidly evolving, fuelled by technology and shifting user behaviour. In 2025, succeeding in SEO means adapting to new tools and SEO trends, like AI-powered search experiences and voice-activated searches. Google’s Search Generative Experience and Bing's Chat AI are already making search results more interactive and personalised. To stay ahead, brands need to embrace advancements in AI, multiformat content, and voice search to remain competitive. Let’s explore the key SEO trends in 2025 and how you can leverage them to boost your digital presence.
1. The Rise of AI-Augmented Search Experiences
AI has evolved far beyond its foundational role; it is reshaping how users engage with search. When AI is combined with innovations like Bing Chat AI and Google's Search Generative Experience (SGE), search results are becoming more conversational, interactive, and user-specific. Subsequently, search is no longer about browsing; it’s about real-time problem-solving and dynamic engagement via generative AI.
What You Need to Do:
Optimise for AI Summaries: Structure your content clearly with actionable language. Use subheadings, bullet points, and short paragraphs to help AI generate accurate summaries.
Enhance Structured Data: Feed your website data into knowledge graphs and structured formats to improve AI visibility. Use schema markup such as FAQPage, HowTo, and Product for better representation in AI-generated snippets.
Integrate AI Chat Widgets: Add interactive elements like AI-powered chat widgets to provide real-time responses and engage visitors more effectively.
2. Prioritising N-E-E-A-T Signals
In 2025, Google will put a stronger emphasis on N-E-E-A-T: Notability, Experience, Expertise, Authoritativeness, and Trustworthiness . The addition of notability, which focuses on recognition and credibility, further enhances how your content is evaluated. As AI-generated content grows, human expertise and authenticity become crucial for standing out.
Here’s how you can adapt:
Highlight Author Credentials: Showcase relevant certifications, achievements, and industry recognition. Use author bios and link to their professional profiles.
Build Trust with Case Studies and Reviews: Incorporate trust-building elements like customer reviews, case studies, and original research.
Show Real-World Expertise: Create content that demonstrates practical, actionable insights. Use real-world examples and data to illustrate your expertise.
3. Search Beyond Screens: The Era of Ambient Discovery
Another anticipated SEO trends for 2025 is that SEO will expand beyond traditional screens. Devices like smart speakers, wearables, and IoT gadgets will become key search conduits. This shift to ambient discovery—where search results are delivered without active input—will redefine how users interact with content. Users will receive real-time search suggestions, such as recipe recommendations from smart fridges or fitness advice from wearables.
Here are some effective strategies for optimisation
Contextual Searches: Build content for context-specific queries using location-based and time-sensitive keywords.
Micro-Content for Screenless Platforms: Tailor your content for voice queries, making sure it’s concise and to the point for devices like smart speakers.
Schema Markup for IoT Devices: Optimise your content using schema markup to make it accessible via smart devices, improving the likelihood of being featured.
4. Multiformat SEO: Dominating Visual and Interactive Search
Text-based queries are no longer the sole search format. With tools like Google Lens, Snapchat Scan, and TikTok Search, visual and interactive searches are on the rise. By 2025, visual and interactive queries are expected to grow by 60%, transforming how users discover content. As users increasingly rely on visual tools for product searches, recipes, and tutorials, SEO must adapt to this shift.
What You Can Do:
Optimise for Image and Video Search: Use metadata, Alt tags, and captions for images and videos to enhance discoverability.
Experiment with AR Formats: Explore interactive formats like augmented reality (AR) to let users visualise products or try them virtually.
Ensure Mobile-Friendly Visuals: Ensure your images are high-quality, mobile-optimised, and load quickly for seamless user experiences.
5. SERP Experience Optimisation: Winning the Battle for Attention
With competition heating up on Search Engine Results Pages (SERPs), the need for experience optimisation has never been more crucial. From scrollable carousels to embedded videos, search engines are offering dynamic results that demand innovative strategies. Over 70% of clicks now go to enhanced SERP features, such as knowledge panels, FAQs, or video results, rather than traditional blue links.
How to Excel:
Optimise for Rich Snippets: Use schema markup to optimise for rich snippets, carousels, and featured answers to stand out on the SERP.
Focus on Video SEO: Use timestamps, transcripts, and relevant keywords for video content to increase visibility in search results.
Update and Diversify Content: Regularly refresh content and diversify your formats to stay relevant for trending queries. Use a combination of text, videos, and interactive content to engage users.
As SEO continues to evolve in 2025, it’s clear that the future is about more than just traditional keyword strategies—it’s about creating a seamless, engaging, and personalised experience for users across various devices and platforms. Companies like IKEA are already optimising for visual and AR search, while Nestle has successfully adapted its content for voice search. The key to success will be embracing innovations in AI, focusing on N-E-E-A-T principles, and optimising for diverse search modalities like voice, visual, and interactive content. Just as brands that embraced mobile-first strategies early on dominated the digital space, those that adapt to these Search engine optimisation trends in 2025 will lead the charge. SEO will no longer just be about getting found; it will be about how you’re discovered in innovative and meaningful ways. So, get ready to take the leap into the future of SEO and redefine your digital strategy.Prepare to adapt, innovate, and lead.
As we approach 2025, technology continues to advance at an extraordinary pace, driving significant changes across industries. This rapid evolution means that businesses must adopt a mindset of continuous learning, regularly updating their skills, unlearning outdated practices, and embracing new tools and systems. The adoption of these new technologies is…
By ARM Administrator
November 27, 2024
As we approach 2025, technology continues to advance at an extraordinary pace, driving significant changes across industries. This rapid evolution means that businesses must adopt a mindset of continuous learning, regularly updating their skills, unlearning outdated practices, and embracing new tools and systems. The adoption of these new technologies is noticeable across various industries, including Generative AI in digital marketing, where evolving consumer expectations are prompting a move towards more engaging and personalised approaches. Here are the key trends to look out for as technology continues to evolve and shape the future across industries in the coming years:
AI and GenAI Will Continue to Drive Advancement Across Industries
Artificial Intelligence (AI) continues to lead as a top tech trend, with expectations that it will remain central to business strategies through 2025. We can expect organisations to make greater use of AI for predictive analytics, automation, content creation, and design, where it is already bringing significant transformation. As AI technology evolves, its applications will become more integrated into daily business operations, transforming industries across the board. This shift is visible in sectors such as healthcare, finance, and retail. Businesses, particularly in these industries, are adopting AI extensively to improve operational efficiency, enhance customer experiences, and quickly adapt to changing market dynamics. Furthermore, advancements in Generative AI trends by companies like OpenAI and Google are pushing the boundaries of what AI can do. These tools, which generate human-like text, images, and even code, are transforming how businesses create content, interact with customers, and automate complex processes.
ML Will Continue to Enable Real-Time Adaptation and Predictive Insights
By 2025, Machine Learning (ML) is expected to be deeply ingrained across various businesses, driving advancements in automation, personalised customer experiences, and operational efficiency. As ML algorithms evolve, they will enable businesses to respond in real time to market fluctuations. In customer service, chatbots will become more intuitive, capable of handling complex queries and offering personalised recommendations. Predictive analytics will transform industries such as healthcare and manufacturing, with ML identifying trends and potential issues before they arise. These Generative AI benefits make businesses more agile and proactive in addressing customer needs.
Metaverse Will Create New Avenues for Collaboration
AR and VR technologies are the foundational elements shaping the metaverse, creating immersive environments where users can interact, collaborate, and experience new realities. These next-gen technologies in 2025 are expected to revolutionise industries by enhancing collaboration, enabling immersive learning, improving consumer experiences, and driving innovation in design and analysis through advanced virtual and augmented spaces. These technologies are reshaping how tasks, training, customer interactions, and data insights are approached across various sectors. In fact, according to a report, this sector is projected to reach a volume of US$1,256.0m by 2029. For instance, Meta (formerly Facebook) is leading the way in developing virtual environments where users can participate in work meetings, social interactions, and entertainment. Furthermore, VR spaces are also being used to bridge communication gaps and foster collaboration between diverse communities. For instance, artist Myles uses Quest to create VR environments where deaf and hearing communities can collaborate through sign language recognition, enhancing inclusivity and interaction.
Green Technology and Sustainability Will Shape a Greener Future
As the urgency to tackle climate change intensifies, businesses are progressively turning to green technologies to reduce environmental damage and carbon emissions. By 2025, innovations in renewable energy, energy-efficient technologies, and sustainable materials will accelerate the shift towards a more sustainable future. Companies like Tesla and Siemens are driving the shift towards sustainable energy, with Tesla focusing on solar power and Siemens investing in energy-efficient infrastructure. Additionally, eco-conscious manufacturing is gaining traction as leading tech companies like Apple, Dell, and HP incorporate recycled materials into their products, reducing waste and advancing a circular economy. Together, these green technology advancements pave the way for a more sustainable future as industries embrace innovative solutions to meet the rising demand for eco-conscious practices.
Web3 Will Accelerate the Shift Toward a More User-Centric Digital Landscape
The shift towards decentralisation is set to accelerate, driven by the rise of Web3. By 2025, we can expect a significant increase in decentralised applications (dApps) that prioritise user privacy, data ownership, and control. Leading firms like Uniswap and OpenSea are already demonstrating Web3’s potential. These platforms include decentralised finance (DeFi) systems and NFT marketplaces, which facilitate the trading of unique blockchain-based assets such as art, music, and virtual goods, thus paving the way for a more user-centric internet. Blockchain-based solutions will continue to reshape industries across sectors, from finance to supply chain management, offering increased transparency, security, and efficiency. As the demand for decentralised, tamper-proof systems grows, Web3 is set to redefine how businesses and individuals interact in the digital age.
Embracing the Future of Technology
Looking ahead to 2025, technology will continue to be a driving force in reshaping business landscapes across industries. This means that businesses must adopt a mindset of constant evolution, staying ahead by adopting new tools, systems, and practices. From Artificial Intelligence (AI) to green technologies, innovations are already transforming and will continue to reshape operations, customer experiences, and business models in the future. Businesses that proactively embrace technological shifts will gain a competitive edge. The key to achieving this lies in staying informed, investing in innovative solutions, and being agile in the face of change. By embracing the aforementioned trends, organisations can navigate the evolving landscape and seize upcoming opportunities.
Lights, Emotions, Action: Diwali Ads That Melted Hearts!
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Diwali, the festival of lights, is a time when India lights up with joy, excitement, and togetherness. And while they celebrate in their own unique way, one aspect that gets to see its own share of shimmers and lights is the marketing and advertising segment. Beyond the shimmering homes and…
By ARM Administrator
October 28, 2024
Diwali, the festival of lights, is a time when India lights up with joy, excitement, and togetherness. And while they celebrate in their own unique way, one aspect that gets to see its own share of shimmers and lights is the marketing and advertising segment. Beyond the shimmering homes and bustling streets, brands join the celebrations by launching campaigns that tap into the emotions and festive spirit of the season. Whether through touching narratives, creativity, or humour, these ads aim to connect deeply with people and spread joy during this special time.And why not? After all, these are also a time for brands to go beyond advertising and make an emotional impact. And amidst the ads that get released year after year, some even go beyond mere promotion to become a memorable part of the festivities, touching hearts and adding warmth to the celebrations. So, let's look at some of the Best Diwali ads 2024 that have truly captured the magic of the festival and left a lasting impression this year.
#1. Vivo’s Joy of Homecoming
One sentiment that truly defines Diwali across India is the joy of returning home. People travel from all over the country to be with their families, cherishing the warmth and connection the festival brings. Vivo’s "Joy of Homecoming" Diwali campaign captures this emotion beautifully, making it a highlight of the festive advertising season.The ad tells the story of several individuals living away from home. As they receive photos from their families, an emotional chord is struck, reminding them of the irreplaceable feeling of being home for Diwali. The campaign’s perfect blend of nostalgic visuals, soulful music, and heartfelt lyrics evoke a sense of longing, making viewers reflect on their own journeys back to family.Created in collaboration with FCB India, the campaign garnered over 10 million views within just two weeks. It not only celebrated Vivo’s 10th anniversary but also delivered a heart-warming reminder of the connections that truly matter, especially during Diwali.
#2. ParleG’s Diwali movie 2024
Festivals are only as unique as their traditions, but as life continues to speed up, many of these cherished customs are gradually fading away. Parle G’s new Diwali movie was just the perfect reminiscence of the sentiments associated with it, offering a nostalgic reminder of the traditions that make each festival truly unique.The movie follows a touching conversation between a grandson and his grandmother, highlighting how festivals once held a deeper meaning—where preparing for Diwali together, making rangolis, and celebrating as a family were integral to making it enriching. As time has passed, these small but significant traditions have been replaced by convenience and ready-made options. Through their interaction, the grandson’s decision to bring back the old ways of Diwali celebrations, along with the beautifully captured lyrics that convey the same sentiment, makes the ad one that is sure to evoke emotion in viewers.Within days of its release, the ad amassed over 9 million views, reaffirming that the emotions and traditions associated with festivals continue to hold strong values and are one that remain important forever.
#3. Oppo’s Lighting a Lamp of Trust
Diwali holds unique meanings across India, with each state and community celebrating the festival in its own way. Oppo’s “Lighting a Lamp of Trust” campaign captures this diversity beautifully, showcasing the various ways Diwali is celebrated and the values it represents.The ad opens with a poetic narration that draws viewers in, describing the different traditions that make Diwali special across India. From the vibrant festivities in Kullu to the coastal charm of Goa and the rich heritage of Rajasthan, the campaign highlights how each region brings its own spirit to the festival while celebrating the shared theme of trust and unity that Diwali represents.With stunning visuals, poetic storytelling, and a narrative that ties together these diverse traditions, the Diwali campaign resonated widely, amassing over 75 million views in just two weeks. Oppo’s “Lighting a Lamp of Trust” has truly become a celebration of the festival’s essence across India.
#4. Zomato’s Diwali Movie 2024
Zomato is known for its unique, attention-grabbing marketing, and this Diwali, they’ve created another standout campaign. Rather than focusing on the emotional aspects of the festival, Zomato leans into the festive fun, building a quirky campaign around the idea of ordering sweets on Zomato to “brighten up the country.”The ad stars popular actor Piyush Mishra in a humorous storyline where he coordinates with “Satya Nasa”—a playful take on NASA. He attempts to illuminate the country on a map, but despite his extravagant efforts, he falls short. Then, just in the nick of time, the Zomato delivery guy shows up with a box of festive sweets. As soon as that box is opened, it’s like the entire country comes alive with light and joy! The catchy tagline, Mithai Zomato Karo, Aur Desh Ko Roshan Karo, cleverly emphasises the joy of spreading happiness through sweets during Diwali.Just like many of Zomato’s previous campaigns, this new Diwali ad was an instant hit, garnering high engagement and impressive views on the first day of its release.
#5. Pantaloons’ Pehno Dil Ki Baat
A big part of Diwali’s festive spirit is the joy of dressing up—adding shine, colour, and charm to the celebrations. Pantaloons’ Pehno Dil Ki Baat campaign captures this perfectly, blending the excitement of outfits with the warmth of memories that make these moments truly special.Following the story of two friends sharing a playful and nostalgic memory tied to one’s unbuttoned shirt. Their lighthearted exchange, paired with catchy music and lively dialogue, reflects how clothes are about celebrating relationships and shared memories of people rather than just an element to enhance the festive spirit. The campaign resonates strongly with audiences, reaching over 14 million views within two weeks.
For Sparks That Light Beyond the Festive Season
Amidst the vibrant hustle and bustle, these creative Diwali ads and campaigns shine as examples of how brands can forge genuine emotional connections. By embracing the festival's core themes—homecoming, nostalgia, trust, joy, and togetherness—these heartfelt ads have entertained while prompting deeper reflections, making them an integral part of celebrations that resonate across digital platforms.As brands immerse themselves in the festive spirit, focusing on storytelling that resonates with their audience is key. For instance, while many brands leaned into emotional narratives, Zomato’s playful approach was a perfect fit for its youthful vibe. By embracing these timeless trends and staying true to their unique identities, brands can spread messages of joy and connection, ensuring that the spirit of Diwali shines bright long after the celebrations have wrapped up.
Light Up Your Brand with Festive E-Commerce Breakthroughs
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In a country as culturally rich as India, festivities are deeply embedded in everyday life, offering immense opportunities for businesses to thrive during these occasions. The festive season sparks a surge in consumer activity, creating the ideal opportunity for brands to connect, engage, and grow, all while tapping into the…
By ARM Administrator
October 24, 2024
In a country as culturally rich as India, festivities are deeply embedded in everyday life, offering immense opportunities for businesses to thrive during these occasions. The festive season sparks a surge in consumer activity, creating the ideal opportunity for brands to connect, engage, and grow, all while tapping into the vibrant spirit and enthusiasm that defines these cultural festivities. Diwali 2024 is poised to be a record-breaking period, with projected sales growth of 20% and a gross merchandise value (GMV) expected to reach up to ₹1 lakh crore. Additionally, growth in online retail is fuelled by a 40% quarter-on-quarter surge in the direct-to-consumer (D2C) segment, driven by rising demand for electronics, fashion, and home decor. Leveraging consumers' enthusiasm, the business world is set to witness a sales boom. Smart marketers with festive marketing strategies can amplify this success rate by effectively using technology, making it essential for them to capture opportunities during the surge.
Why Your Brand Needs the Tech Edge
Brands have adopted technology for years to enhance their strategies and operations; here’s how you can incorporate it too:
Beyond Browsing: The Shift from Passive Scrolling to Engaging Shopping
Shopping online is no longer just about scrolling through static images or reading product descriptions. AR and VR are transforming the shopping experience, making festivals more engaging than ever. Research indicates that 80% of brands utilising Augmented Reality (AR) report that it significantly aids in driving sales, enhancing performance metrics, and attracting new customers.Campaigns like Amazon India’s Festival Store during Diwali provide a curated collection of products and exclusive deals, offering a highly targeted shopping experience. This includes offering virtual showrooms and fitting rooms, allowing customers to engage with products as they would in a physical store. Brands can take this a step further by incorporating AI-driven product recommendations tailored to the specific festival, personalising the experience for each shopper. A perfect example is Nike's Air Max Day campaign, where users virtually try on sneakers and participate in immersive 3D environments. This resulted in a significant increase in consumer interaction and brand affinity. By adopting these technologies, brands enhance consumer interactions and build long-term loyalty through personalised, interactive experiences that recreate the in-store shopping environment.
Bringing Audiences Together with Virtual Magic!
Virtual events have become a go-to festive marketing strategy, giving brands a chance to engage with their audience in real time through various digital platforms. Brands like Sephora and Samsung use live streams to showcase product demonstrations, hold real-time Q&A sessions, and offer exclusive deals to maintain audience engagement. In India, brands like Meesho and Tata CLiQ have also jumped on this trend, especially during high-traffic periods like Diwali, hosting virtual product launches and interactive events that allow consumers to engage directly with the brand while shopping for festival deals. These live streams create a buzz around the brand and drive immediate sales through real-time interaction with potential buyers. By integrating these virtual elements, brands can cultivate stronger connections with their audiences during key shopping seasons. These examples highlight the power of virtual engagement in modern festive marketing, offering consumers both convenience and excitement during the holiday shopping season. Virtual events give e-commerce brands the ability to recreate the in-store experience online, increasing conversions, enhancing customer interaction, and building long-term loyalty.
Real-Time Personalisation for On-Demand Experiences
Whether it's a product suggestion that feels hand-picked or immediate answers to their questions, consumers today demand relevance and speed. Artificial intelligence (AI) has emerged as a crucial solution to meet these growing demands, especially considering that 91% of shoppers expect brands to recognise their preferences and provide relevant offers. Leading e-commerce brands like Pepperfry and Myntra have grasped this art of personalisation by actively using AI to deliver custom product recommendations and provide shopping assistance, like for beauty brands, a “Beauty Advisor”. Furthermore, retail platforms like Reliance Digital and Big Basket are also using AI-powered chatbots to offer 24/7 customer support for quick responses during peak times. By employing advanced algorithms, these e-commerce businesses analyse customer behaviour and preferences, ensuring shoppers receive suggestions that align with their tastes. As competition continues to rise year on year, delivering personalised experiences allows businesses to meet customer expectations, driving higher engagement and fostering long-term loyalty. And this personalisation process can be amplified with advanced tech such as AI. This is backed by recent reports which reveal that AI-powered personalisation significantly enhances relevance, with brands experiencing sales growth of up to 40%.
Targeted Approach with Data Analytics
Modern data analytics tools have transformed how businesses understand and engage with consumers by examining their online shopping behaviours, such as product preferences, browsing history, and time spent on various web pages. By utilising methods like predictive analytics, brands can refine their festival marketing campaigns to align with specific shopping patterns, which allows personalisation that resonates. And this personalisation eventually helps drive sales. For example, as summer approaches, if consumers in India frequently search for air conditioners or refrigerators, e-commerce platforms can quickly tap into these patterns of consumer behaviours. Further, other relevant data that reveals a certain momentum or approaching change can help create targeted advertising campaigns and special offers focused on these products. By tailoring ads to meet consumer needs, brands significantly enhance their chances of converting interest into sales. During the festive season, these data-driven strategies become especially crucial, allowing e-commerce brands to distinguish themselves by delivering exactly what customers want.
Talk and Buy!
With the rise of popular virtual assistants like Amazon’s Alexa, Apple’s Siri, Google Assistant, and Microsoft’s Cortana, voice commerce has become a trend. Consumers are experiencing a transformative shift in how they interact with brands and make online purchases. The technology is gaining traction due to its convenience and user-friendly nature. This feature is particularly appealing in situations where manual input may be cumbersome or impractical. Additionally, voice commerce enhances accessibility and inclusivity, making e-commerce more approachable for individuals with disabilities or those who struggle with traditional interfaces. A good example of this trend is Domino’s, which has integrated voice commerce into its ordering system for many years. This started a wave of inspiration, with more and more brands adopting it later. This follow-through and prevalence to date, even during the AI era, showcase the strong potential that voice commerce has in revolutionising customer interactions, which becomes even more crucial during festive sales.
Tech Innovations to Drive Festive Success
Considering so much is changing in modern-day marketing with the advancement of technology, brands should believe in flexibility and adaptability during the festive season to remain relevant and keep pace. E-commerce has become a thriving platform that benefits customers, businesses, and merchants alike. Technology tools have fostered this growth, and what was once met with apprehension has now become a dynamic and accessible space, appealing to a larger audience. Additionally, with the increase in consumer needs and shopping habits, brands have a golden opportunity during festivals to foster meaningful connections while boosting sales.
From Laughs to Likes: Meme Turning Viral Trends into Marketing Wins
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Ever find yourself stopping mid-scroll because a funny, relatable post popped up on your feed? It’s hard to resist, right? You’re likely to like it, maybe even share it with friends—because who doesn’t love a good laugh? Humorous content has a unique way of grabbing attention and lifting our spirits.…
By Team #ARM Worldwide
October 12, 2024
Ever find yourself stopping mid-scroll because a funny, relatable post popped up on your feed? It’s hard to resist, right? You’re likely to like it, maybe even share it with friends—because who doesn’t love a good laugh? Humorous content has a unique way of grabbing attention and lifting our spirits. In fact, nearly 75% of people aged 13 to 36 regularly share memes, with 30% doing so every day. It’s no wonder these posts go viral; they establish a connection through shared laughter. For marketers, meme marketing presents a fantastic opportunity to break through the digital clutter. They create bonds that feel relatable and memorable, leaving a lasting impression. By crafting content that’s easy to share and has the potential to go viral, memes can significantly boost brand awareness and engagement. Research shows that over 60% of consumers are more likely to buy from brands that use memes in their advertising, highlighting the powerful impact of humour on our purchasing decisions. So, why is meme marketing so effective, and how can brands make the most of it? Let’s dive in and explore!
Meme : The Secret Sauce Behind Engaging New-Gen Campaigns
Unlike traditional ads, memes feel more authentic and humorous. The blend of humour with brand messaging helps businesses connect with consumers naturally, sparking interactions, engagement, and other benefits which add to the virality. Here’s why they reach the audiences faster than conventional methods:
They are Relatable: Memes tap into emotions, experiences, or shared cultural moments that connect with a broad audience. Brands can position themselves as relatable and relevant by using popular or trending memes.
They Have the Virality Factor: Memes are inherently shareable, often spreading across platforms like Instagram and X with your dear ones. This gives brands access to a vast, organic reach, unlike traditional forms of advertising.
Pillars to Community Building: Memes help brands build a loyal, engaged audience by tapping into shared humour and trends. Moreover, meme marketing helps convert casual followers into active participants who feel connected to the brand's community.
Engagement: Zomato's 16th-anniversary comedy roast went viral, garnering over 1.3 million interactions and drawing in brands like Taco Bell, CarDekho, and Crocs India. Memes are natural engagement drivers, increasing social media engagement.
Some of the Brands that Have Won Customers with Laughter
While meme marketing has been around for some time, it has become an integral part of impactful social media marketing strategies, with numerous brands going above and beyond to come up with witty, creative, and quirky ideas that resonate. Let’s check out a few fun and impactful examples:
Lovebirds and Laughter: Flipkart’s Perfect Match
When Laila Majnu took the internet by storm, Flipkart, India’s e-commerce giant, saw the perfect opportunity to join the fun. In true meme-master style, they cleverly linked the film’s iconic lovebirds to their products and services. The result? A meme that not only tickled funny bones but also plugged their offerings in the most entertaining way possible. By riding the viral wave with humour, Flipkart didn’t just keep up with the trend—they owned it!https://bit.ly/4fjNbKS
That Ladaku Friend: Splitsvilla’s Witty Banter for Your Crew
For TV channels, what better way to create engaging content than by using clips from their shows? By turning memorable moments into memes, channels can keep viewers entertained while staying relevant to their brand. In a social media post, MTV Splitsvilla created a meme from their show using the line, "Every group has that ladaku (quarrelsome) friend." This simple yet relatable moment turned into fun and engaging content, where users couldn’t resist tagging their "ladaku" friend. It’s a great example of increasing visibility while staying true to the brand and driving engagement through fun and relatable content that connects with the audience.https://bit.ly/4hgI93L
Zomato’s Culinary Comedy: Serving Up Memes with Flavour
When we talk about one brand that has mastered meme marketing, we can’t miss mentioning Zomato – India’s meme marketing maestro! Their social media is a goldmine of witty memes that perfectly capture daily food cravings and dining dilemmas. One standout moment of such meme content is the "Thala for a reason" trend. True to form, Zomato didn’t miss a beat, jumping on the trend with a witty post that, while not directly promoting their services, still sparked a massive response. With over 30.1k likes and 346 comments, it proved that Zomato knows how to keep the conversation going.https://bit.ly/40k7Rym
Meme Your Way to Success: Must-Have Ingredients
Now that we’ve explored the reasons, examples, and why everyone loves engaging with shareable meme content, let’s dive into the key elements you need to consider when planning meme marketing for your brand.
#1. Adapt to Trends: Memes have a short window of influence, and using them at the right time ensures they resonate with audiences. #2. Know Your Audience: Understanding the preferences, humour, and cultural references of your target audience is crucial. What resonates with one demographic may not with another.#3. Stay on Brand: While viral trends can be enticing, not all memes align with every brand's identity. For instance, in the BFSI sector and healthcare sector, creating memes may not be appropriate and unethical. #4. Be Original: While jumping on viral trends is effective, creating original meme content that speaks to your brand’s unique qualities can set you apart from competitors.
The Future: When Humour Meets Strategy
With the rise of platforms like YouTube Shorts and Instagram Reels, meme marketing has become an essential component of brand strategy. These short-form videos are ideal for delivering quick, engaging humour that instantly connects with the viewers. As attention spans continue to shrink, brands will increasingly rely on short-format content to capture and hold audience interest. Furthermore, with the workforce gradually shifting to Gen Z, it's expected that even more brands will adopt this strategy to remain relevant and engage younger audiences.
To Wrap Up: More Laughter, More Engagement
What began as a light-hearted exchange among friends and family has now transformed into a marketing sensation that brands are eagerly embracing. As competition in meme marketing heats up, we can expect it to evolve and get more creative each year. For consumers, that means more laughter and entertainment. And for brands, it means greater visibility, higher engagement, and deeper connections with their audiences.
Iconic Durga Puja & Navratri Campaigns That Illuminated the Festive Spirit
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What makes a brand campaign memorable long after it has ended? Often, it’s not the products or services being advertised, but how the campaign made you feel—the emotional connection it was able to establish. This is especially important in festive marketing. We all appreciate campaigns that go beyond mere advertising,…
By Team #ARM Worldwide
October 4, 2024
What makes a brand campaign memorable long after it has ended? Often, it’s not the products or services being advertised, but how the campaign made you feel—the emotional connection it was able to establish. This is especially important in festive marketing. We all appreciate campaigns that go beyond mere advertising, touching us on a deeper level by stirring emotions, sharing meaningful stories, and making the festive season feel even more special.With Durga Puja and Navratri fast approaching, many brands are preparing to craft festive brand campaigns that not only capture attention but also resonate deeply with their audiences to evoke emotions, spark nostalgia, and celebrate the essence of culture and community. In the midst of countless campaigns, a select few shine through—offering inspiration and a blueprint for success. Let’s have a look at some standout examples that can guide you in creating a memorable Durga Puja campaign for your brand.
#1. The Spirit of Durga #RevolutioNaaris by Shaadi.com
Shaadi.com launched its campaign, "The Spirit of Durga," with the mission to empower women and highlight their strengths. Focusing on the lives of working-class women, the campaign sheds light on their often-overlooked struggles while celebrating their ability to manage both personal and professional responsibilities. The campaign opens with a heartfelt scene of a grandmother telling the courageous story of Goddess Durga and her legendary defeat of the demon Mahishasur, which symbolises the triumph of strength, resilience, and victory over adversity. As the story unfolds and times change, the narrative highlights how women have been manoeuvring through tough battles for generations. The grandmother's words create a powerful connection between Durga’s bravery and the bravery that is observed in the face of these everyday challenges. This campaign’s message reinforces the idea that women have been overcoming life's adversities with grace and courage for generations.By focusing on and developing a connection with the real-life experiences of the audiences, brands can leverage emotional connections with their audience, creating brand campaigns that resonate on a personal level, which results in increased trust and deeper engagement.
While we often honour the grandeur associated with festivals, we tend to overlook those who pour their heart and soul into bringing these celebrations to life—the artisans. To honour them, Reliance Digital's "Ichchepuroner Sharodeeya" campaign pays homage to the artisans and craftsmen whose efforts bring Durga Puja to life. In this beautifully woven campaign, the brand follows the story of Kanai, an artisan who always departs the city before Durga Puja begins, missing the chance to see his idols during the grand celebration. This year, however, his friends surprised him with a smartphone, allowing him to witness his creations come to life via video call. Through this touching moment, the brand campaign draws attention to the passion and emotional connection artisans have with their craft, stressing the importance of preserving cultural heritage through their work. Reliance Digital also aimed to integrate the significance of technology as a key enabler of bridging distances, establishing connections, and sharing celebrations. Additionally, the campaign introduced the "Best Pandal Curator" recognition at the Times Sharad Shrestha Awards, honouring artisans’ contributions and blending tradition in a tribute to the festival’s unsung heroes. By focusing on the people who work behind the scenes, brands set an example for others to appreciate and celebrate unsung heroes, creating impactful festive brand campaigns.
#3. At the Heart of Durga: Pond's #DuggaDugga Celebrates Women's Strength
When everyone believes that most Durga idols are sculpted by men, Pond's #DuggaDugga campaign breaks this misconception by highlighting the often-overlooked women sculptors behind these magnificent creations. Through powerful films, the campaign showcases their personal journeys, celebrating the "beauty" behind the hands that bring the festival's central figures to life. By shining a spotlight on these talented artisans, emphasising empowerment, and connecting the campaign with the deeper significance of the festival, the brandcreated a captivating blend of on-ground and digital experiences. It began with an impressive on-ground initiative: a 32 x 32 feet mural of Goddess Durga in South Kolkata, featuring illustrations of these sculptors alongside QR codes, allowing viewers to scan and uncover the artisans’ untold stories. The heartfelt stories struck a chord with audiences, perfectly symbolised by the campaign's name, "Dugga Dugga," which signifies the heartbeat of Goddess Durga. The #DuggaDugga campaign shows how digital platforms can amplify voices and inspire people. By telling the stories of artisans, the brand became their voice, showing how attaching purpose to a campaign can make a real impact. Raising awareness and bringing visibility to these artisans proved that a meaningful cause always stays relevant. It’s a reminder that campaigns driven by purpose can inspire change and create lasting impact.
#4. Durga - "Embracing New Beginnings” by Finolex pipes
An essential aspect of Durga Puja is the infectious enthusiasm with which everyone participates, from young children to elders, all proudly donning the traditional white and red saree, adding vibrancy to the celebrations. The sight of adorable little girls, in particular, brings an extra charm to the festive atmosphere. Yet, despite the progress, there remains a reluctance within parts of Indian society to embrace the adoption of a girl child. To address this deeply rooted issue, Finolex Pipes took a bold and compassionate step by releasing a heartfelt short film. It resonates with the idea that Durga Puja is a festival celebrating feminine strength and love.The story begins with everyone eagerly awaiting Anirban, who has gone to bring home Durga, a task whose traditions are not straightforward, and one has to keep in consideration many factors like Vastu, timing, and rituals. What anticipated to be the arrival of the Durga statue, however, turned into a heartfelt surprise when Anirban returned home—not with the statue, but with a little girl he and his wife had adopted. The initial surprise turned into admiration as everyone stood in awe, witnessing the celebration of a moment both unconventional and deeply touching. This brand campaign serves as a powerful example of how festive brand campaigns can address social issues, spark meaningful conversations, and leave a lasting impact. By embracing values such as compassion and love, brands can build stronger loyalty and demonstrate they stand for more than just their products. It reinforces a key insight: true celebration becomes more meaningful when it makes a real difference in people’s lives.
#5. A Whimsical Pujo Journey with “Khushir Bahon Swiggy”
Festivals are incomplete without the unique elements that define them, and they wouldn’t be possible without the people who make these experiences accessible. Food, in particular, holds special significance in Indian traditions, making those who deliver it just as important during festive times. To honour this vital role, Swiggy launched the "Khushir Bahon" campaign—a playful and heart-warming ad that follows the journey of a delivery partner, lovingly referred to as the ‘Bahon.’ As he rides through the bustling streets with a mysterious box strapped to his back, he sparks curiosity and excitement in everyone he passes, adding a sense of whimsy to the celebrations. Along the way, we encounter a quirky group of characters—a cycling mouse, a proud peacock, a graceful swan, a curious owl, and a stylish lion. Each holds a special significance for other divine avatars that stand beside Maa Durga in the festival’s statues. Together, they chase after the Bahon in a playful adventure filled with laughter and joy.This brand campaign proves that by embracing cultural significance, brands can connect more deeply with their audiences. Creating relatable characters helps personify the brand, making it feel more approachable. Whimsical narratives that evoke joy are incredibly effective in capturing attention and creating lasting impressions. Focusing on community and togetherness can further deepen engagement, as people naturally connect with messages that resonate with their shared experiences.
Conclusion
Festivals like Durga Puja and Navratri are so much more than just celebrations; they’re moments that remind us of the love, unity, and cultural traditions that connect us all. For brands, this is a chance to connect with their audience on a deeper level by embracing the season's true spirit.When a brand understands the joy, nostalgia, and togetherness that festivals bring, it can craft messages that not only promote products but also evoke feelings of belonging and unity. Whether it’s through storytelling, engaging in community initiatives, or unique offerings that reflect local traditions, the potential to connect on a personal level is immense.Ultimately, it’s about more than just marketing; it’s about blending the brand’s story into the daily lives of consumers, creating lasting memories that resonate long after the festivities have ended. In this way, brands can illuminate the true essence of festivals—joy, love, and connection—making them not just participants in the celebration but cherished contributors to the stories we tell and the moments we share.
Mastering Crisis Communication in BFSI: A PR-Driven Approach to Safeguarding Trust
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Did you know that companies that respond to a crisis within the first hour are 85% more likely to retain public trust? Amidst the constant race to put your brand ahead in the branding game, things can often take undesirable turns. Finding the right anchor to steer it back…
By Team #ARM Worldwide
September 26, 2024
Did you know that companies that respond to a crisis within the first hour are 85% more likely to retain public trust?Amidst the constant race to put your brand ahead in the branding game, things can often take undesirable turns. Finding the right anchor to steer it back and navigate toward favourable outcomes relies heavily on effective communication. And that’s where public relations comes in. Its multiple aspects such as reputation management, crisis response, and ongoing brand analysis, are critical for almost all industries and businesses, but more so for the ones that have a direct and immediate impact on consumers.
Fintech, Crises, and PR
When it comes to the financial sector, managing a communication crisis becomes even more significant, considering how the entire industry revolves around trust, and the losses that result from this can have a major impact on people. In fact, the Edelman trust barometer shows that 78% of people expect financial institutions to provide transparent, real-time updates during crises, and the one that fails to meet these standards risks tarnishing their reputation and breaking the trust of their audience.Moreover, delays in crisis management and poor communication can exacerbate crises within the industry. For example, the 2019 Punjab and Maharashtra Cooperative (PMC) Bank incident highlights the critical need for immediate updates when issues arise. The bank’s failure to promptly inform depositors and investors about its severe loan problems worsened the crisis, leading to widespread panic. Consequently, the bank and its customers lost trust, damaging the institution’s reputation and credibility. Strategies like consistent messaging across channels allow organisations to manage the narrative, address concerns directly, and rebuild trust. PR strategies can also engage with key stakeholders, clarify the actions being taken, and take accountability, ultimately preserving the institution’s reputation. These measures are even more important considering 42% of Indian financial institutions faced some form of a cyberattack or data breach, as stated by PwC India.
Critical Areas of Crisis Management in BFSI
Cybersecurity Breaches: Security or other digital issues compromising sensitive data
Regulatory Breaches: Unknown failures or compromise with regulatory compliances
Market Downturns: Sudden market drops affecting investments and financial stability
Operational Disruptions: Service or systems outages impacting access or service delivery
Reputation Crisis: Scandals or fraudulent news negatively impacting credibility or trust
Time-Tested Techniques for Impactful Crisis Communication
The right planning
Losing trust in the BFSI sector is like losing brand value. A study by Beyond the Arc shows that having a public relations strategy crisis plan significantly reduces long-term damage. To prepare an effective PR strategy for crisis management, institutions must have clearly outlined communication protocols, designate key spokespeople, and establish a rapid response strategy for engaging with both the media and stakeholders. Additionally, it’s crucial to regularly update the plan and conduct crisis simulations to be prepared for unforeseen challenges. PR teams should also prepare crisis response templates, train staff on messaging, and manage media engagement to control the narrative and maintain trust. These proactive measures enable institutions to handle public perception and address concerns effectively.
Transparency and timely communication
With the right plan in place, taking decisive action becomes crucial. Alongside providing timely information, financial institutions must ensure transparency by clearly explaining the ‘whys’ and ‘hows’ to stakeholders. Further, it’s equally important to manage the flow of information and maintain consistent messaging across all platforms. One great example is Yes Bank’s 2020 liquidity crisis when the bank’s assets came under scrutiny from the RBI due to issues with growth and deposit parity. The Deputy Managing Director at State Bank of India was appointed as the administrator. Together, both Yes Bank and SBI issued timely and transparent media statements, keeping the public informed and reassured during the uncertainty. These PR efforts helped ease the panic caused by withdrawal restrictions and restored some stability.
Consistency across platforms
Customers access information from various sources, making it essential for banks to maintain consistent messaging across all platforms—whether on social media, press releases, or emails. According to the 2023 study by Bain & Company and PYMNTS, nearly 70% of consumers value trust over convenience when choosing financial institutions.A strong example of consistent messaging can be seen in HDFC Bank's handling of the RBI’s regulatory action, which paused new digital product launches due to recurring outages. HDFC Bank delivered clear, uniform statements across its social media, press releases, and website, reassuring customers of continued service and its efforts to resolve the issue. By maintaining message consistency across these platforms, the bank controlled the narrative, reduced speculation, and preserved customer trust. This demonstrates the critical role of PR strategies in ensuring consistency and managing public perception.
The right engagement
Along with other measures, it is also equally essential to consistently and actively engage with stakeholders and regulators during a crisis. A study by Enrichest revealed that withholding key information is one of the major factors that can erode trust and disrupt future collaborations.One such incident where this was managed effectively is Kotak Mahindra Bank's proactive handling of the RBI’s concerns over CEO tenure limits. After the RBI imposed restrictions on the former CEO due to new regulatory guidelines, the bank worked closely with its team and regulators to restructure its leadership. Through consistent, timely public statements and transparent updates, they reassured investors, reduced market speculation, and demonstrated accountability — prime examples of excellent PR efforts that were well-utilised to maintain trust and stabilise market sentiment during a sensitive issue.
To Conclude,
Effective crisis communication is not just about damage control—it’s about safeguarding trust, ensuring transparency, and protecting long-term reputation. The crisis at PMC Bank and Yes Bank highlights the damaging effects of poor communication, while SBI and Kotak Mahindra Bank demonstrate how effective PR strategies can mitigate issues and restore trust. These examples demonstrate the crucial role of well-executed PR in managing crises and maintaining reputational stability. By using strong PR practices and effectively engaging stakeholders, brands can navigate crises, safeguard trust, and strengthen brand alliances. Also read:https://armworldwide.com/blog/supercharge-email-marketing-with-user-generated-content/
Festive Marketing Done Right: Influencers Leading the Way
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Festivals are a time when consumers seek ways to elevate their celebrations, and for brands, this presents a unique opportunity to connect with them on a deeper, more personal level. By doing so, brands can create lasting emotional resonance. One of the most effective ways to build this connection is…
By Team #ARM Worldwide
September 16, 2024
Festivals are a time when consumers seek ways to elevate their celebrations, and for brands, this presents a unique opportunity to connect with them on a deeper, more personal level. By doing so, brands can create lasting emotional resonance. One of the most effective ways to build this connection is by speaking the audience's language through familiar channels, with influencer marketing being a particularly powerful medium. Unlike traditional advertising, influencers bring authenticity and relatability to their content, making it more engaging. Their genuine connection with their audience enables brands to share heartfelt, relatable content that fosters meaningful relationships. According to a report by the Advertising Standards Council of India (ASCI), a survey of 820 respondents aged 18 and above found that 70% of Indians are likely to purchase a product endorsed by an influencer. Therefore, influencer marketing campaigns also enjoy higher engagement rates, with festival marketing generating an ROI of up to 17%, and a large 84% of Indian consumers are also ‘influenced’ by festival offers. Let’s take a closer look at some standout examples where brands have successfully tapped into this strength, striking the right chords that hit consumer’s hearts.
Festive greetings in Haldiram’s Way
Haldiram’s Diwali campaign, centred around the theme of bringing families together, made a significant impact. With over 1.1 million views and 86K engagements, the campaign leveraged emotional storytelling through influencer Komal Pandey to connect with a modern, younger audience. By making its gifting products the centrepiece of Diwali celebrations, Haldiram successfully positioned itself as an integral part of the festival.The unique style influencer-led Diwali campaign perfectly tapped into themes of family, togetherness, and tradition, making the brand feel like a natural part of the celebration, which helped create an emotional brand recall among its audience. By leveraging influencer marketing for festivals, they became a natural part of the celebration, helping create an emotional brand recall with their audience. The choice of Komal Pandey as the influencer was thoughtful, aligning with her target audience and bringing a modern, relatable touch to the campaign. By recognising the value of shared experiences and gift-giving traditions during Diwali, Haldiram positioned its products as thoughtful gifts, and the viral #YehDiwaliApnoWali campaign helped enhance brand visibility and sparked a trend around gifting.
Mia by Tanishq for that shade of shine and shimmer
Last year’s Diwali campaign by Mia by Tanishq was a well-executed effort, strategically aligning influencers like Namrata Sheth and Isha Borha with the modern and elegant values of the brand. Rather than focusing on follower count, the campaign selected influencers who authentically represented the brand's identity and ethos. Using storytelling in marketing they created narratives that resonated with the audience, deepening engagement while staying true to the brand. By blending festive moments with the significance of jewellery, the brand was able to establish resonance that helped the campaign stand out among its competitors; what started as a smaller campaign went on to reach massive audiences with over 11.5 million video views, enhanced reach, and engagement. Further making the campaign even more impactful, influencer Isha Borha’s strategic brand integration with the “Get ready with me” short video garnered excellent response, making the collaboration with the brand authentic and non-promotional. In addition, the inclusion of exclusive coupon codes directly benefited the audience, adding direct, tangible value to the engagement. By focusing on relatable, real-life festive moments, Mia by Tanishq successfully embedded its jewellery into the personal stories of its influencers and through them with the target audience. Further enhancing the campaign’s impact, influencer Isha Borha’s strategic brand integration with her “Get ready with me” video garnered an excellent response, making the collaboration authentic and non-promotional. This approach exemplifies effective influencer marketing during festivals where the focus is on authenticity rather than overt promotion. The use of exclusive coupon codes added direct, tangible value to the audience, further boosting engagement. By focusing on storytelling in marketing and relatable, real-life festive moments, Mia by Tanishq successfully embedded its jewellery into personal stories shared by its influencers. This strategy reflects festive season marketing trends and demonstrates how influencer campaigns during festivals can effectively connect a brand with its target audience.
Exchanging Joy with Coca-Cola's festive spirit
The Coca-Cola campaign, titled 'Coke-er Shaathe Roj, Pujo'r Mahabhoj', celebrated the grandeur and joy of Durga Puja, capturing the essence of the festival through vibrant visuals and emotional storytelling, all with Coca-Cola as the centre of it. The campaign beautifully reflected the common experiences associated with the big festival, weaving together bright lights, music, art, food, and the spirit of friendship, and how these are made better just with a bottle of coke.Developing on its theme of being part of the festive celebrations, the campaign highlighted the brand's strong old association with the festivity of masses, exchange of warmth, and a part of togetherness. Transforming Coca-Cola from just a beverage into a symbol of shared joy, the brand deepens its connection with the festival, representing happiness at every moment of the celebration.
Influencing’ through the festive season
Marketing during the festive season is a key opportunity for brands to boost recall and stay top of mind, but it also comes with challenges like fierce competition and quickly outdated campaigns. Leveraging influencer marketing for festivals has become one of the most effective ways for brands to stand out and make a lasting impression as they help create authentic, engaging content that resonates with audiences, ensuring your brand shines during this crucial time.Here are some impactful ways to strengthen your influencer marketing strategy this festive season:
Audience Fit: Just the way Tanishq partners with a carefully selected set of influencers that have the right voice, and right identity, it’s crucial to work with influencers who align with your brand values and represent the diversity of your target audience. Further, partnering with a mix of influencers can broaden your campaign’s reach and make it more inclusive.
Create Festive-Themed Content: Whether it is through “Get ready with me,” or exchanging gifts, encourage influencers to integrate your products or services into their festive routines in an honest manner, which helps to keep things relevant and top-of-mind for consumers.
Balancing Emotional Storytelling and Product Promotion: While emotional storytelling is a powerful tool for building connections, it’s equally important to ensure that your product messaging remains clear. Highlighting product features, quality, and variety alongside the emotional narrative can drive both engagement and sales.
Encouraging User-Generated Content: Involving your audience through user-generated content, interactive elements, or contests can help foster a sense of community. This strengthens the bond between the brand and its consumers.
Stay Flexible and Adapt in Real-Time: With so much going on during the festive season, being able to quickly adjust your strategy is key. Monitor how influencer campaigns are performing, whether it's the engagement rates or audience feedback, and tweak the approach if needed to maximise results.
To Sum Up
Festivals carry deep emotional significance for most customers, and striking the right balance between strategy and authenticity is crucial for creating impactful influencer marketing campaigns. This approach not only strengthens relationships but also ensures a lasting impression well beyond the festive season. Adopting a broad and diverse strategy for influencer partnerships is crucial for achieving long-term success in today’s highly competitive market. Brands like Tanishq, Haldiram, and Coca-Cola exemplify how to effectively expand their influence through influencer marketing to connect with a wider range of demographics, setting the standard for impactful and memorable festive season marketing trends.
Supercharge Email Marketing with User-Generated Content
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Capturing the right audience at the perfect moment and creating impactful connections is the very foundation of effective marketing. To truly stand out, these connections must be interactive and spark engaging dialogues that hold attention. When talking about email marketing, it's about crafting a seamless experience where recipients can engage…
By Team #ARM Worldwide
August 28, 2024
Capturing the right audience at the perfect moment and creating impactful connections is the very foundation of effective marketing. To truly stand out, these connections must be interactive and spark engaging dialogues that hold attention. When talking about email marketing, it's about crafting a seamless experience where recipients can engage with content, complete surveys, watch videos, and even make purchases directly within the mail. Mediafly reports that interactive content boosts engagement by 52.6% over static content, with users dedicating 13 minutes on average. To attain this kind of efficient participation, marketers can introduce interactive elements within emails and embrace innovative designs that allow recipients to interact directly, scrapping the need for redirection.Yet, will interactive elements be sufficient to hold the audience's interest consistently? Perhaps not in the long term. To make it more impactful, it is necessary to make it about the audience themselves. And that’s where brand user-generated content (UGC) comes into play. User-generated content, which is directly generated by consumers over multiple channels and platforms, can significantly enhance the success of interactive email marketing strategies by adding authenticity and credibility.
UGC, Interactions, and Brand Impact
The value of UGC comes from its originality when created or submitted by consumers of a particular brand. In most cases, these diverse formats of content, ranging from images, videos, social media posts, reviews, or testimonials, are the most effective content for organisations to use. Numerous popular brands have already leveraged their potential and have extensively applied them to get the best out of their email marketing campaigns. Some of these are:
Nykaa’s Beauty Community: Nykaa cultivates engagement through its Beauty Community initiative by encouraging customers and real users to share their makeup looks, skincare routines, and product reviews on social media using specific hashtags. Nykaa selects compelling photos and customer testimonials to feature in its email newsletters, and this strategy effectively strengthens connections with its audience while showcasing authentic experiences and endorsements.
#MyMyntraLook:In a bid to engage its audience, Myntra launched a compelling campaign encouraging customers to show themselves wearing Myntra products on social platforms. Users could tag Myntra and be featured on their website and email campaigns. This user-generated content not only serves as a vibrant source of style inspiration for other shoppers but also effectively amplifies Myntra’s product visibility.
MakeMyTrip’s Travel Diaries: MakeMyTrip encourages travellers to share their vacation photos, travel tips, and destination recommendations on social media platforms, tagging MakeMyTrip’s official accounts. They then curate these posts and feature them in their email newsletters, inspiring subscribers to plan their next trip and book through the platform.
Elevating Engagement with User-Generated Content
A study by IMRG revealed that 73% of online shoppers have been directly influenced by user-generated content, including imagery shared on social media, when making an online purchase decision.Keeping this in mind and tapping into its potential, Amazon India developed a campaign that aimed to encourage customers to collectively engage in reducing packaging waste. The concept aimed to encourage consumers to adopt recycling habits, engage with the #PledgeToReuse initiative, and explore the additional value of an Amazon delivery box by transforming it creatively instead of simply disposing of it. Participants were committed to the cause through social media involvement and a contest showcasing their imaginative repurposing of the boxes. With thousands of posts, hashtags getting on top of trends, and the multitude of ideas with which the users engaged led to the campaign's success. The execution offered insightful strategies that, when leveraged in any other campaigns of a similar nature, can bring impressive results.With thousands of posts, hashtags, and the multitude of ideas with which the users engaged, the campaign resulted in success. The execution offered insightful strategies that, when leveraged in any other campaigns of a similar nature, can bring impressive results. Some of these include:
Utilising Interactive Content
Incorporating interactive elements such as polls, quizzes, product recommendations, leaderboards, and puzzles in the email newsletter can engage subscribers and gather insights into their preferences.
Make it Easy:
Marketers should make sure that consumers can submit or upload their user-generated content with clear instructions. Users should also have multiple ways to share their content through social channels and direct uploads to the website. The terms and conditions must also clearly be signposted for the participants.
Add User Success Stories:
Using UGC photos and testimonials will go a long way in building trust and credibility with the audience. Highlighting positive experiences would inspire consumers with confidence and increase engagement.
Introduce Contests and Challenges:
Another way to increase interactions is to create an opportunity for customers to participate in brand—or product-related engaging challenges and win prizes. Further, featuring the best submissions and including a voting system would increase the chances of engagement.
Feedback Integration:
Engaging the audience in product development or decision-making processes through email requests for ideas, feedback, or suggestions can make them feel included and effectively maintain attention. By acknowledging their input, brands not only foster a positive reputation but also establish a sense of inclusivity and transparency. This collaborative approach strengthens customer loyalty and cultivates a community that feels valued and heard.
The Way Forward
As technology evolves andemail marketing automation advances, alongside the increasing emphasis on hyper-personalisation, numerous trends sculpt the future of interactive email marketing. This future entails a seamless integration with social media platforms, fostering deeper connections and wider reach across various digital channels. For marketers to thrive, it is imperative not only to implement multifaceted strategies but also to remain aware and adaptable to emerging trends. By keeping up with the latest developments and actively incorporating innovative approaches, businesses can harness the full potential of interactive email marketing and user-generated content, creating truly immersive and impactful experiences for their audience.
