Monthly Archives: August 2016

A joint crowdsourcing Twitter campaign by #OlaOutStation and Wandertrails

Ola Cabs and Wandertrails jointly conducted a crowdsourcing Twitter campaign to build a list of little-known destinations in India. Joint Twitter campaigns by two brands are rare to see. More often there is an argument about benefit that each brand might reap from such joint campaigns. But, here’s an example of a joint crowdsourcing Twitter campaign that seems to have helped both Ola Cabs and Wandertrials.

What is Wandertrails?

Personally, I had heard this brand name for the first time. I reached their website through the website mentioned in their Twitter bio. So, Wandertrails offers ‘Experiences’ and ‘Experiential Stays’ at some of the most destinations like Wayanad, Coorg, Pondicherry, Goa, Munnar, Bengaluru etc.

crowdsourcing Twitter campaign

Wandertrails Website

Synergy between Ola OutStation and Wandertrails

Ola Cabs recently launched the OutStation service. And, as I understood Wandertrails was looking for some good visibility. Hence, there was a synergy for sure from marketing objective perspective. However, whether going by the traditional debate of having a brand of equal stature for joint campaigns, I can’t comment what made Ola go for this proposition.

What was in it for the audience?

A vague bait of ‘sponsored trip by Ola OutStation and Wandertrails’! Generally, such campaign do require a detailed T&C for audience to refer and understand the outcomes of the campaign. However, I couldn’t find any such explicit mention on the timeline or the contest tweet.

What were the little-known destinations?

Quite a few people responded to this contest tweet made by Ola Cabs. Some of the names that sounded new to me were – Cancer Hills (Gwalior, MP), Barog (Solan, HP), Mokokchung (Nagaland), Nubra Valley (J&K), Kunti Betta (Karnataka), Sonapani (UK), Nohkalikai Falls (Meghalaya), Mandarmoni (WB), Munsiyari (UK), Zuluk (Sikkim) and many more.

What was the outcome of campaign?

Lot of questions bothered my mind:

  1. Who gained more from this campaign? – Ola Cabs or Wandertrails
  2. How will Ola Cas and/or Wandertrails plan to use this crowdsourced information?
  3. What benefit do respondents get by participating in this campaign, apart from being promised a vague offer of sponsored trip?

What are your thoughts on this campaign?

How Technology Is Disrupting Content Marketing?

The modern marketing industry is no longer the same. Not even what it was four or five years ago. At the center of this revolutionary and dynamic change is the heady rise of technology in the way marketing is done today. This blogpost is focused on how technology has been disrupting Content Marketing over last few years.

Content First, Channels Second

From the good old days of channel oriented approach to marketing, to the current era of real-time content marketing, the industry stands disrupted by technology in many ways than we can imagine. Now, you don’t just create a TV or Print ad, you create content that has the potential to be taken forward across all media, right from a billboard to the brand’s Facebook page, and beyond.

Brand in Focus: Apple (who else?). Despite not being present on social media in India, Apple’s ‘Shot on iPhone’ campaign created a great impact driving home the message they wanted to convey – their camera is really, really powerful. How did they do that? Well, thanks to their integrated approach. Apple created attractive content first and then distributed it to all the possible mediums wherever they exist. You could see user-generate pictures and branded advertisements almost everywhere, from metro pillars to airport lounges to city malls to Television. One unified message to rule it all!

Lesson: Create compelling content, then cross-promote it effectively.

Content First

One Consumer. Multiple Screens

Smartphone. Laptop. Tablet. Television. E-book reader. And what not! Technology has made it possible for content marketers to target consumers with relevant content on multiple screens. You can create a seamless message that can be reinforced in the minds of the consumers multiple times.

Lesson: Have a uniform presence everywhere. Make sure you have a mobile-friendly website, proper business listing review, your site is indexed on search engines, SEO is in place and you’re active on social media for your always-on consumer!

Brand in Focus: General Electric, Coca Cola, McDonald’s, et al. Some of the world’s most popular brands are making sure their presence looks uniform and communication, completely lucid. Everywhere.

multi-screens

Customer-Centricity

The incredible power of technology has empowered the modern-day consumers. They are not just passive receivers of information but are actively looking for reviews, information and feedback on a brand’s products or services, both offline and online. They may visit a brand’s retail store and can appreciate or complain about the customer service right from their Twitter handle. They may fill an inquiry form on the brand’s website and then meet a salesperson for a complete demo of the product they want to purchase.

Lesson: Your customer is everywhere. Listen to them and you’ll be rewarded!

Trend-vertising is In

Real-time content consumption has been possible with the rise of technology. And this gives content marketers a huge opportunity to engage with the fans. Remember the Orea blackout Tweet, which broke almost all Twitter records? When the unfortunate blackout occurred in the middle of the Super Bowl XLVII, Oreo ju

Technology + Creativity = The Future of Content Marketing

In this digital disruption age, when technology continues to change consumer behaviors, innovation in the field of data analytics, software development, and advertising platforms is helping content marketers to create more personalized communication with the consumers and engage with them effectively.

Future of Content Marketing

Programmatic Buying, for example, has helped brands engage with fans across multiple screens, and with rich formats! The ‘Nike Phenomenal Shot’ campaign, which took real-time advertising to the next level, is a classic example of how technology can be used by a brand to wow the fans. Within moments of a memorable shot, Nike was able to deliver immersive 3D displays to fans in various countries, on multiple apps and sites, which they could recreate and share on their social networks! This mobile-driven campaign with over 2 million engagements was a resounding success.

mped in the dialogue and created history by a cleverly designed tweet. All of this, with zero media dollars!

Lesson: When they are watching TV, they’re tweeting as well and ordering food from an app! Be ready to ride the trend and involve your consumers in a conversation. They love to talk!

Well, that’s not all of it!

With the rise of futuristic technologies like the Oculus Rift, Augmented Reality (Pokemon Go game is here, folks), Drones, Wearable Tech and Artificial Intelligence, technology will get more integrated in the lives of consumers. Technology, to say the least, helps in doing purpose-driven content marketing, and that’s its contribution to the marketing industry.

Amosta Solutions Tab for Rs.8 on Paytm! – Who will own the mistake?

The first thing that greeted me in office on otherwise Monday morning was an ecstatic WhatsApp message from a close friend. I or rather no one could have believed that a 4GB dual slim Android tablet from Amosta Solutions, with 2 MP camera, 4 GB internal memory and 512 MB RAM was available for just Rs. 8/-. Yes, you read it right, Rupees Eight only! Many had a merry time booking them in loads!

Amosta Solutions

Paytm soon (but not before 6,000 orders were placed) de-listed the product from website. The repeated searches throughout the day didn’t yield any Amosta Solutions product on the Paytm website.

Who is at fault?

  • Was it Paytm’s fault in updating the product list / feed on website?
  • Did Amosta Solutions make a mistake while updating the product feed (in case they had access to the product console)?
  • Or was it often sacrificed ‘technical glitch’?

Who should have owned this error?

    • As a customer if I have made a purchase on such a reputed ecommerce platform that keeps shouting ‘Paytm karo’ at every nook and corner, I would definitely hold them responsible for the ‘technical glitch’ or ‘human error’. Did Paytm clarify anything about this issue? The answer is big NO!
    • Some might argue that Amosta’s team could have committed this error. Assuming that they too are partner in crime (err glitch!), should they have come out and given any clarification? They did! Here’s what they had to say on their Twitter handle.

How did consumer react on Twitter?

Though there were no hashtags floated against Amosta or Paytm, buyers did once again vent their anger on Twitter. Let’s see how some of the buyers reacted on TwitterMost of them cornered Paytm and accused it for the goofup. But all complaints fell on deaf ears. Paytm, otherwise that claims to be an empathetic brand, kept silent on this entire fiasco and didn’t take any effort to pacify / clarify the buyers. 

Recent Case

The first thought that struck me was the recent Snapdeal case where a youngster’s purchase of iphone 5s 16GB for Rs. 68 was honored valid by Sangrur District Consumer Disputes Redressal Commission. How many of us would have even thought of filing such case and holding our patience?

Is there a solution for this situation?

Though the situation is serious, probably the vendor this time isn’t a big banner brand, that could have attracted the eyeballs. Hence, the damage has been limited compared to other social media fiascos by brands in the past. But, is there a solution for this situation? How will buyers get justice?

  • Should Paytm honor and execute the order as they were the first touch-point for buyers? Most of the buyers are expecting this from the reputed Paytm! Technical glitch might be a genuine reason behind this fiasco, but definitely it isn’t a satisfactory reason to pacify consumers in this digital savvy and informed world. Paytm could come up with some sweet offers just for these buyers to win confidence back.
  • Should Amosta Solutions leverage this situation and build a place in hearts of buyers by compensating with an alternative solution? Though the monetary margin of error is extremely huge, an unknown brand like Amosta could win hearts by actually delivering the product. Imagine spending an equivalent amount on some print advertisement versus gaining confidence of so many users who could potentially spread positive word of mouth about this situation.
  • Or both Paytm and Amosta just get back to work, as memory of people is fairly less in this country? This is probably the last decision both brands should take. However, its very likely that this is what would happen in due course of time!

It’s easier for brands to enter into a mutually beneficial relationship and make the most of it during best times. But, its equally important for brands to exhibit that synergy during tough times. The blame game is good for defending oneself, but not what customers would entertain.

Yet another crisis situation and a worth learning case study for brand managers on how to approach online reputation management for their brand.

What are your thoughts on this?