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. 

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.  

#2. Reliance Digital Celebrating the Creators Behind Festive Grandeur

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 brand created 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. 

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/  

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.

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 and email 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.

Imagine closing your eyes and recalling an old advertisement that left a lasting impact. What comes to mind first? It could be the intriguing characters or the vibrant imagery. Now, if we show you an Excel sheet detailing the effects of global warming versus telling you a story of someone impacted by it, which will you remember? Almost certainly, the story. That is the power of effective storytelling in marketing.   Our lives are moving at a faster pace than ever before. With numerous tools and technologies aiding marketers, content is being generated at a much faster rate, posing a challenge of attention grasp. One method that is sure to outpace this digital clutter is storytelling—it's the very essence of brand survival. As the famous American author and scholar Robert McKee once said, “Storytelling is the most powerful way to put ideas into the world.” Mastering the art of storytelling isn't just a skill but a strategic requirement and makes the difference for companies to stay ahead of the curve.

The Power of Engaging Narratives

A report by The Brand Shop highlights that 92% of consumers prefer that brands make their ads feel like a story. Storytelling has long been ingrained in human culture, serving as a vital link between individuals and fostering strong emotional ties. Brands have come to appreciate the power of storytelling in setting themselves apart from competitors and fostering deeper connections with their audience. Narratives can resonate deeply with consumers by evoking emotions such as empathy, nostalgia, and excitement. Memorable story campaigns coupled with emotional engagement lead customers to share the story with others, amplifying its impact on society. Arguably, the most significant role of brand storytelling is its capacity to humanise their identity, making their values more relatable to consumers. This authenticity cultivates trust, ultimately enhancing credibility.   It is one of the main reasons as to why some brand narratives are more successful than others. To highlight this point, here are some examples of successful social campaigns-  

• #ShareTheLoad by Ariel: This campaign challenged gender stereotypes by encouraging men to share household chores with their partners. Through poignant video storytelling, the campaign sparked conversations about gender equality within Indian households and garnered widespread acclaim. 
• Procter & Gamble’s Shiksha Campaign: It aimed to improve access to quality education for underprivileged children in India. By highlighting real stories of transformation and the power of education, P&G engaged consumers meaningfully, driving both brand loyalty and social impact.
• ARM Worldwide’s #SafeHaiSahiHai Campaign: This was in collaboration with MTV Nishedh, which utilised storytelling to generate content tailored for young individuals, with the objective of promoting awareness and action on matters related to sexual reproductive health.

Strategies to Adopt

For companies to create effective and impactful narratives that would create a connection, here are some important strategies to implement-  

1. Know the Audience: Storytelling is a powerful tool in marketing, but its impact lies in its ability to connect with the audience on a personal level. It's the marketer's responsibility to cultivate this connection which starts with conducting market research to understand the demographics, interests and behaviours of the target audience. Using survey tools and analytics, organisations can create detailed buyer personas to humanise and tailor the narrative to resonate with their specific needs and desires.
2. Be Authentic: Crafting compelling narratives requires brands to consider their core values and culture deeply. This introspective process ensures that storytelling objectives seamlessly align with these foundational principles, bringing authenticity into every narrative thread. By creating stories that evoke emotion, provoke thought, and inspire action, brands can authentically engage their audience. Further, the choice of media—videos, blogs, or podcasts—becomes a strategic decision in effectively conveying the story and reaching the intended audience.  
3. Foster Connection:  Great storytelling is always a two-way communication channel, and creating opportunities for dialogue with the audience is a great way to foster a sense of community. This can encourage user-generated content to empower consumers to share their thoughts, enriching the storytelling experience. This way, the consumer transforms from a passive spectator into an active contributor to the narrative process and has first-hand engagement.
4. Utilise Visual Storytelling: In crafting a brand story, images and visuals play a pivotal role in breathing life into the narrative, making it more memorable and impactful. These visual elements can evoke emotions that resonate deeply with the story being told. Marketers should ensure that the visuals do not overpower the essence of the story being told. They could also take cues from literary devices like picturisation and onomatopoeia which can further elevate the storytelling experience.

Narratives of Tomorrow

The creation of captivating narratives is the future of success for any company in this age of human-centric communication. Brands must look beyond traditional marketing metrics and find stories in the company’s history, people, culture, and values, as well as its impact on the world. As these narratives are produced, they enable consumers and stakeholders to become active participants, fostering meaningful relationships. Embracing the transformative potential of narrative-driven engagement, companies pave the way for a future where authentic stories form the foundations of success.

The current digital era has seen a significant shift in privacy regulations, emphasising the importance of user privacy and data security. In 2023, app downloads surpassed 218 billion, showcasing the immense popularity of mobile apps. With each download, users encounter terms of service and privacy policies, which are crucial legal documents safeguarding both consumers and companies by outlining data usage practices.    As apps have the potential to enhance brand identity significantly, companies must navigate these regulations adeptly to devise a strategy that doesn’t compromise the app’s visibility, especially in the face of increasing competition. To tackle this challenge, companies employ App Store Optimisation (ASO) techniques to enhance their app's visibility and attract more downloads. This strategic evolution requires marketers to enhance their ASO to adapt their approaches. This further leads to improved discoverability and precise targeting that not only helps increase user retention and engagement but also ensures compliance with evolving digital privacy regulations.

Privacy Revolution: Redefining App Store Optimisation

Privacy concerns among mobile users have increased, leading to calls for regulatory action. About a year ago, the Indian Parliament passed the Digital Personal Data Protection Act (DPDP), empowering users with control over their data. Both Google and Apple app stores have implemented their privacy policies, and they receive regular updates. These policy adjustments can significantly influence App Store Optimisation (ASO) outcomes in several ways:

• App Submission Guidelines: Apple and Google now require developers to disclose age targets, ad networks, and privacy specifics.
• New Privacy Opt-In: Users must now opt-in to allow tracking by advertisers, affecting paid advertising efforts.
• Cookies, IDFA, and GAID: Users can now block third-party cookies, and developers can't bypass tracking opt-outs, making campaigns less targeted.
• Mandatory Disclaimers: If the application shares data with third parties, its policy should clearly state the reasons for sharing that data, including sharing with affiliates and service providers.

  These changes aim to give users more control over their data, limiting marketers' access to identifiable user information and impacting ASO strategies.

Key Strategies for Marketers to Elevate ASO Campaigns

With industry leaders like Google and Apple continuously updating and tightening their privacy regulations, adapting and implementing new strategies that comply with these changes without hampering App’s performance or visibility is necessary. Some of the impactful strategies that can be adopted by them include: 

1. Encourage Opt-Ins through Value Exchange

Since users now have to opt-in to allow tracking, companies must provide a clear and convincing reason for them to do so. Offering incentives such as exclusive content, discounts, premium features, or free trials in exchange for opting in can be a good start to that. Users with probable benefits in sight are more likely to opt in for tracking than those without. 

1. Transparent Privacy Policies

Developers should ensure the app’s privacy policy is clear, concise, and easily accessible. With stricter regulations, transparent privacy policies are good practice and legally required in many jurisdictions. Failure to comply can result in warnings, hefty fines, and removal from the store. Data regarding age targets and ad networks, as required by Apple and Google, must be disclosed to build trust with the users and positively impact the overall conversion rates. 

1. Segmentation and Personalisation

While third-party tracking is limited, marketers can still utilise first-party data for segmentation and personalisation within the app. Tailor in-app experiences based on user behaviour and preferences to enhance engagement and retention. User behaviour can be segmented on the basis of retention rate, time spent on specific features, purchase history, or interactions with content/elements of the app. The personalised content can also be regularly improved upon using A/B testing and optimisation. 

1. Invest in Organic Visibility

Optimise the app store presence for organic discovery by focusing on keywords, visuals, and user reviews. Businesses must encourage satisfied users to leave positive reviews and ratings, boosting the app’s visibility in search results. Further, app listing can be strengthened by investing in content optimisation.

1. Adapt to optimised in-app elements 

To enhance user experience, it's crucial for app developers to not only adapt to privacy regulations but also focus on optimising app performance based on user feedback and usage experiences. For example, in BFSI-related apps, providing examples of usage is mandatory to avoid warnings and potential removal from app stores. Additionally, app developers should shift their focus to key performance indicators (KPIs) such as app store visitors, acquisition, and in-app engagement metrics to evaluate the app's success and ensure a smoother user journey.

1. Compliance with adequate systems and processes

With consistent updates in regulations and policies, major players such as Google or Apple occasionally require the completion of certain documentation and release-related updates. Apart from an effective strategy for the app’s performance, businesses must also be proactive in tracking and adapting to these new requirements and ensure that their documentation is completed as needed.

Navigating the Future

Privacy regulations and their impact on ASO are likely to continue evolving in the future. As concerns over data privacy become prominent, governing bodies may introduce new laws and guidelines to protect user data. App developers and marketers must adapt their ASO strategies to ensure transparency. These strategies not only ensure compliance with the regulations but also encourage user trust and enhance engagement and driver conversions. By prioritising this clarity, marketers can create meaningful experiences that resonate with users and differentiate their apps in a crowded marketplace.

Have you ever wondered how businesses coordinate their marketing strategies across multiple channels? Effective marketing is key to having the ideal product or service at the right time, place and price. To accomplish this goal, marketers turn to Marketing Mix Models (MMM), which analyse the impact of marketing elements through data-driven decisions and resource optimisation. They have long been a part of the strategies of renowned marketing brands.  Case in point, Hindustan Unilever Limited (HUL) utilises the 4Ps (Product, Price, Place, and Promotion) of MMM to encourage the practice of sustainable living. Its multiple benefits could considerably improve cross-channel strategies where brands connect with customers across multiple channels and provide insights into its effectiveness.

A Closer Look at Marketing Mix Models

Popularised by renowned American author Edmund Jerome McCarthy, MMM, or Marketing Mix Models, is a sophisticated analytical approach rooted in statistical data. It carefully assesses the impact of marketing endeavours such as advertising and distribution on sales and revenue. After gathering data from diverse sources, advanced technology steps in to analyse incremental drivers (like TV and social media outreach) alongside base drivers (the outcomes achieved without ads). This robust methodology not only validates past achievements but also paves the way for future strategies. With these insights, businesses can refine their tactics, allocate resources more effectively, and stay ahead of the competition.    Understanding the dynamics of MMM methodology involves recognising its distinct relationship with market strategies to optimise campaign performance. These two unique relationships are:    

1. Linear Relationship: In this scenario, the dependent variable exhibits a direct correlation with the independent variable. For instance, increasing expenditure on digital ads typically leads to heightened visibility, whereas a limited budget results in decreased visibility.
2. Non-linear Relationship: Here, the variables do not move in direct proportion. Take, for example, the correlation between expenditure and branded keywords. Altering expenditure on branded keyword searches may not directly translate to increased searches. However, it broadens the reach, particularly when brand visibility initiatives drive searches that a keyword search campaign can capitalise on.

Through both linear and non-linear relationships, MMM clarifies how different types of marketing inputs interact, allowing businesses and brands to enhance their campaigns.

Why Cross-Channel Marketing Matters?

A report produced by Backlinko states that the average social media user engages with 6.7 various social media platforms. When we look at the digital space specifically, target users or end customers are presented with an enormous amount of information through social media, email, search engines, and ads, which highlights the importance of having a cross-channel marketing strategy as a necessity rather than an option.    Cross-channel marketing helps craft a unified and steady customer journey across diverse platforms. The aim is to engage with customers consistently across their preferred mediums throughout, strengthening the marketing database, attracting new customers, and sustaining ongoing conversations. This allows businesses to consistently engage with their audience and foster long-term trust and relationships. Some successful examples to look at are:   

• Disney's "Share Your Ears" campaign encouraged people to share photos of themselves wearing Mickey Mouse ears on social media with the hashtag #ShareYourEars. For every photo shared, Disney pledged to donate $5 to the Make-A-Wish Foundation. This campaign integrated social media (Facebook, Instagram, Twitter) with a charitable cause, using user-generated content to spread brand awareness while supporting a good cause.

 

• Flipkart's Big Billion Days Sale is one of the largest e-commerce events in India. The yearly event spans multiple digital channels, including the Flipkart website, mobile app, social media platforms (Facebook, Instagram, Twitter), emailers, and digital advertising. Flipkart uses targeted promotions, flash sales, and exclusive deals to attract customers and drive sales during the period of the event, extensively tapping into all the channels possible for its marketing and promotion.

With Cross-channel marketing, businesses shift their focus on customers and provide them with relevant and personalised content, essential for building long-term relationships with the customer at a time when there is so much noise in the digital world.

Blending Marketing Mix Models for Cross-Channel Success

Integrating Marketing Mix Models (MMM) for cross-channel marketing strategy can significantly enhance the efficacy of marketing campaigns for brands. This approach offers a holistic view of marketing efforts across various channels, enabling brands to optimise their budgets with greater precision. Additionally, MMM empowers marketers with predictive insights about how alterations in one channel might affect others, thereby facilitating more strategic planning. Here are several strategies to effectively merge MMM with cross-channel approaches:  

• Data Integration: Ensure seamless integration of data from various sources and channels into the MMM framework. Invest in robust data analytics platforms or software that can handle diverse data sets.
• Granularity: Break down data into meaningful segments such as customer demographics, geographic regions, or product categories. This allows for more precise optimisation and targeting. 
• Continuous Monitoring: Implement a system for ongoing monitoring and updating of the MMM and cross-channel strategies. Market dynamics and consumer behaviours evolve rapidly, so regular assessment is needed to maintain effectiveness.
• Customer-Centric Approach: Keep the customer at the centre of the strategy. Understand their preferences and behaviours across channels to tailor the marketing efforts. 

  Keeping these tips in mind can help marketers blend the two strategies to drive better business outcomes and gain an advantage over the competition.

The Path Ahead

The future of MMM and Cross-channel marketing is set for transformation by technological advancements in data analytics and customer-centricity. Marketers will rely on advanced analytic techniques to optimise their cross-channel strategies, deliver personalised experiences and focus on dynamic pricing. Organisations can stay agile and competitive by embracing these changes to thrive and deliver in the marketing eco-space.

The cricketing fervour is back with a bang as the much anticipated IPL season of 2024 is well underway, with fans across the country eagerly glued to their phones and television sets waiting for the epic battles on the cricket field. Are you also tuned in to the joys of victory or the misery of defeat? With such a grand exhibition of talent and drama, it is no surprise that as IPL and sports continue to soar high in popularity, it is also climbing the preferred rankings for marketers and brands. These captivating events, drawing in audiences and fans from around the world, present a unique opportunity that blends the best of both traditional and digital marketing channels to engage with vast audiences. As per the Mint report, the Indian Sports Industry is projected to reach a value of $100 billion by 2027; sports marketing has emerged as a pivotal arena, compelling marketers and streamers to leverage and embrace this method strategically. One of the finest examples of this trend is JioCinema, the official streaming partner for Tata IPL which has registered 113 million viewers on the opening day itself. Brands are seizing the opportunity to connect with their target audience like never before, and one such popular method is the rise of Connected TV (CTV) in sports advertising - a game-changer, allowing brands to engage with their audience in a more intimate and impactful way. 

Game Changer: The Rise of Connected TV Advertising in IPL 2024

Connected TV has firmly established its presence in the Indian market, captivating over 30 million households in 2023 alone. Projections indicate a promising doubling of this figure by 2025. On top of that, over 90% of TVs sold in India are Smart TVs, showcasing that there is a real shift towards streaming platforms and interactive viewing. Advertisers are aware of the importance of CTV, allowing viewers to easily stream their favourite sporting events. That is where the huge influence of IPL comes into the picture, and in the 2024 season, there has been a surge of advertiser interest.  The reason why brands are looking to shift to CTV advertising is due to the flexibility to target specific matches or moments within matches to showcase their contextual ads. The IPL is also one of the biggest sporting events in India and would offer advertisers plenty of unique opportunities to garner huge brand recall from the targeted audience. 

2024 IPL Spark: Fuelling India’s Sports Marketing Evolution

In India, sports marketing has undergone notable growth and evolution, representing a specialised sector that concentrates on promoting sports events, teams, athletes, and associated products to specific audiences. The IPL not only drew in global cricketing icons but also garnered significant investments from corporate giants and advertisers. The resounding success of this season's IPL has not only elevated cricket to a highly marketable entity but has also reaffirmed and brought to light the power of sporting events and the role they can play in branding. Let’s take a closer look at some of them-

• Celebrity Level Influence

Nowadays, athletes have ascended to celebrity status, captivating fans with their on-field prowess and off-field lives. High-profile matches between teams and renowned players bring with them higher viewership which amplifies this phenomenon by merging the allure of sports with the glamour associated with teams or players. For instance, Shah Rukh Khan’s ownership of Kolkata Knight Riders (KKR) has boosted the team’s profile, drawing greater audiences with his active promotion. This season, KKR partnered with playR, offering fans exclusive access to a range of merchandise, from team jerseys and cricket gear to lifestyle products, all endorsed by the team. Additionally, during the matches, there are continuous ads displayed, such as Dream 11 featuring cricket celebrities like Rohit Sharma and Hardik Pandya. This retains the attention of the viewers and generates a buzz, dictating consumer behaviour. Such partnerships not only enhance the brand value of sports teams but also open avenues for brands in sports, lifestyle, and related sectors to connect with cricket enthusiasts through the credibility and popularity of the team.

• Diversified Reach through Content Creators 

In addition to traditional celebrities, the rise of influencers has added another layer to the marketing strategies of major sporting events like the IPL. The reach of micro to mega influencers is helping with the reach and relatability to the audience and is a valuable asset for CTV advertising offering brands an excellent platform to amplify their presence. For instance, this IPL season, Star Sport’s “Star Creator's Network” has become an exciting platform where they will be inviting cricketing experts to delve into the nitty-gritty of the matches, engaging fans through multiple social media platforms. The emergence of diverse platforms beyond traditional subscriptions offers new paths for audience engagement. Brands, for instance, can capitalise on partnerships with influencer-led series such as 'Cheeky Singles' by CarryMinati, who will be leveraging his comedic talent to interact with the audience and talk about IPL match highlights.

• Localised Marketing Strategies

Fans and enthusiasts are always considered the heart of any sport. Local Team support and the strong fan bond not only fosters loyalty but also represents a significant opportunity for deeper engagement. Marketing campaigns can target this regional enthusiasm in order to strengthen connections with the fans through their brands. Take, for instance, the Chennai Super Kings, who have embraced Tamil-language content and collaborated with micro-influencers to create viral memes that resonate profoundly with their regional fanbase. Streaming services like JioCinema have also included 12 language options for live commentary, making it more accessible.

The Winning Play

CTV Advertising is laying down the foundations for a transformative change in the Indian marketing environment, and this season’s IPL campaign serves as a compelling testament to its transformative power. With its unique capacity to pinpoint affluent audiences, introduce interactive campaigns, and establish good brand recall, CTV advertising emerges as an alluring avenue of sports marketing, allowing brands to tap into an enormous and dedicated viewership base. As streaming and smart TVs become the norm, the trajectory of CTV ad expenditure is set to soar, further solidifying its role in India’s digital marketing sphere. So, if you’re a brand seeking to make a significant impact towards a vast audience, embracing CTV advertising might just be your game-winning six!

Did you know that Google commands a staggering 92% share of the global search engine market and drives 93% of worldwide internet traffic?    In today's digital era, Google stands as a pioneering force shaping the online world.  The repercussions of changes within such influential search engines reverberate not only through businesses but across entire industries globally.   This trend is already in motion as Google consistently rolls out updates, including core, content, spam, and other updates, to enhance user search experiences. In its recent core update, Google has proactively addressed the challenge posed by an overabundance of content, especially in the era of AI-driven content generation, to diminish unhelpful content within the search engine and alleviate the growing clutter in the digital space. This surge in content has prompted Google's proactive measures to maintain the quality and relevance of online information.  

But before we dive into the details, let’s first understand what exactly is a Google Core Update.

  A Google Core Update signifies a significant alteration to Google's search algorithm, strategically crafted to enhance the overall quality of search results. Unlike targeted Google updates focused on specific sites or pages, a core update assesses and improves the way Google's systems evaluate content across the board. This comprehensive adjustment can profoundly impact Search Engine Optimisation (SEO) by addressing broader aspects, such as political bias in search results or shifts in query intent. 

March 2024 Core Update - A Big Leap

The update, characterised as "more complex than usual core updates," entails modifications to multiple core systems, signifying an evolution in how Google identifies the helpfulness of content. Its overarching goal is to elevate core ranking systems, delivering more useful results through the integration of innovative signals and approaches. The rollout, expected to span up to a month, may induce fluctuations in rankings. However, for creators who consistently produce satisfying content for users, this is good news, and they need not take specific actions.    Additionally, it's crucial to acknowledge the evolving perspective on backlinks. Google’s Analyst Gary Illyes' statement at Pubcon Austin 2023 initially emphasised, "Google uses links as an important factor in determining the relevancy of web pages." The updated version however states, "Google uses links as a factor in determining the relevancy of web pages." This removal of the term "important" in the recent spam documentation solidifies the shift, signalling a deliberate attempt to de-emphasise the significance of links in the ranking algorithm.

Key implications of this update include

#1. Enhanced Quality Ranking 

Core ranking systems now feature enhanced algorithms, focusing on presenting more helpful information and minimising unoriginal content. This improvement prioritises user experience and content crafted for people, moving away from catering solely to search engines. Stemming from initiatives launched in 2022, the March 2024 core update refines these systems further, effectively identifying and reducing unhelpful content, subpar user experiences, and pages primarily tailored for search engines. The collective impact of this update, as stated by Elizabeth Tucker, Director of Product, Search at Google, is expected to cut unhelpful content in search results by an impressive 40%.

#2. Strengthened SPAM Policies

a. Expired Domain Abuse

Purchasing and repurposing expired domain names for manipulating search rankings, a practice known as expired domain abuse - is a deliberate strategy to host low-quality content with minimal value for users. This method capitalises on the domain's past reputation, targeting search engine visibility. While it's acceptable to use an old domain for a new, original site designed to serve users, repurposing it for low-quality content is now classified as spam.   For SEO experts, it's crucial to note that if the old domain was originally related to the content for which it is now being used for repurposing, it may not fall under the umbrella of abuse. However, maintaining transparency and relevance between the old domain's history and the current content is vital to ensure that SEO efforts leverage the benefits of the old domain without violating guidelines and jeopardising the website's credibility and ultimately search rankings.

b. Scaled Content Abuse

Scaled content abuse means generating numerous pages to manipulate search rankings without providing value to users. This policy addresses the creation of large amounts of unoriginal content, irrespective of the methods employed—automation, human efforts, or a combination. Google reaffirms its stance that automation, including generative AI, qualifies as spam if its primary purpose is to manipulate search results. The updated policy emphasises abusive behaviour, particularly content production at scale, to boost search rankings, regardless of the means involved.   The recent update explicitly categorises the creation of "low-value content primarily for the purposes of manipulating linking and ranking signals" as spam. This covers both manipulative practices with links to your site and outgoing links. Google's heightened scrutiny emphasises the need for SEO strategies to prioritise high-value, contextually relevant content for organic and sustainable link-building.

c. Site Reputation Abuse

Site reputation abuse occurs when third-party pages exploit a first-party site's ranking signals without sufficient oversight, manipulating search rankings. The new policy specifically targets third-party content hosted without close oversight, intended to manipulate search rankings. However, the new update also states that the “new policy doesn't consider all third-party content to be a violation, only that which is hosted without close oversight and which is intended to manipulate search rankings” under the spam category.   Oversight of third-party content sites by actively monitoring and curating them to align with the site's purpose and not manipulate search rankings - is a proactive approach with which SEO experts not only adhere to Google's guidelines but also contribute to the authenticity and credibility of the site which is also in alignment of user’s search query.

Conclusion

Google has integrated its helpful content system into the core update, leading to the end of separate announcements for helpful content updates. The classifier for helpful content is now part of the March 2024 core update, emphasising a shift towards prioritising helpful, reliable, and people-centric content. This also prioritises content producers committed to delivering helpful information in search rankings over those involved in spammy practices.    It is also imperative to acknowledge the recent additions to specifically targeting links without explicitly detailing the alterations. Hence, as content creators and SEO experts, the key takeaway is to focus on producing helpful, reliable, and valuable content and paying attention to the backlinks for a better ranking in alignment with the new algorithms.