Blog

PepsiCo all set to acquire Carbonated Drinks Machine Manufacturer SodaStream

Posted August 20, 2018 by Abhishek Pandey @ 11:42 pm

Image result for Pepsico and sodastream

In order to enhance its market reach amidst growing competition and market share by rivals Coca-Cola. To expand its carbonated beverage reach to urban and semi-urban population PepsiCo is all set to acquire SodaStream, a company notification read. The company has announced its entering into an agreement wherein the Pepsi will purchase make-your-own-seltzer machine maker SodaStream for a whopping $3.2 billion or say $144 per share. This comes amidst the news of stepping down of its CEO Indira Nooyi after a 12 years stint at the helm of the company.

How is SodaStream useful for PepsiCo?

Image result for Pepsico and sodastream

PepsiCo has been under grind for its low market performance and shares in the recent times when the rivals like Coca-Cola has emerged to have the biggest market share in the beverage category. To strengthen its position in the Asian markets, SodaStream might turn out to be an exciting acquisition. SodaStream currently manufactures machines which helps the consumers to make Sparkling water from tap water, a technology it did patent. The company has enjoyed a huge surge in its business in the recent two years. Its stocks rose to 320 percent in the last two years as per a CNBC report. The purchase hence will help PepsiCo in growing its portfolio as a brand which is concerned about the health of its consumers.

How has PepsiCo Viewed this acquisition?

Image result for Pepsico and sodastream

As per the press release regarding the acquisition, PepsiCo has viewed this agreement as a venture into the journey of making its customers happy. It views the acquiring the company as for the next step in the ‘performance with Purpose journey. The company has plans to focus more on the health and wellness sector through environment-friendly and cost-effective solutions to beverage conundrum. PepsiCo outgoing CEO and Co-Chairman Indra Nooyi said in a statement, ‘“PepsiCo and SodaStream are an inspired match. Daniel [Birnbaum] and his leadership team have built an extraordinary company that is offering consumers the ability to make great-tasting beverages while reducing the amount of waste generated. That focus is well-aligned with Performance with Purpose, our philosophy of making more nutritious products while limiting our environmental footprint. Together, we can advance our shared vision of a healthier, more sustainable planet.”

Image result for Pepsico and sodastream

Daniel Birnbaum, the CEO of SodaStream added, ‘Today marks an important milestone in the SodaStream journey. It is a validation of our mission to bring healthy, convenient and environmentally friendly beverage solutions to consumers around the world. We are honored to be chosen as PepsiCo’s beachhead for at home preparation to empower consumers around the world with additional choices.”

The news of the acquisition comes at a time when the company is set to see a top deck change in the form of its CEO Indira Nooyi who is serving her notice time at the company. She will be replaced by Ramon Laguarta, the current Head of Global Operations at PepsiCo. The acquisition has been unanimously approved by both the parties as well as the board of directors of PepsiCo. It is forecasted to become an official part of the company in January next year following a SodaStream shareholder vote as well as undergoing routine regulatory approvals.

 

Filed under: Company Headlines

How Should You Build a Customer Intelligence Based Data Plan?

Posted by Abhishek Pandey @ 7:32 am

Behind any industry and trade and product, data metrics play an important role. It’s the deal which brings the revenue for the companies and with GDPR in the town, the data plan might need to be revoked. The private data needs protection and in that scenario, the businesses need a proper planning. But data and data processing are not just a commodity but the necessary means to run the companies these days. It helps to understand the user pulse and their behavior over a longer period of time. These data channels help the brands to get closer to their potential customers and prospective buyers. They tend to make brands aware of the impediments to their marketing lack. So, there is a requirement of a customer intelligence-based data plan for a resurgence of businesses.

What is the need for Customer Intelligence based data plan?

Over the period of time, the brands who have created meaningful and transparent customer relationship have thrived for longer durations. Those who imbibe by the customer values have survived the long rope. Not because they have more data, but because they have more intelligence. So, in these scenarios, how would you rewire your strategies given the fact that the user intelligence has changed. How can the businesses use the customer intelligence-based data plan to accelerate their lead?

The key to resurge your business will begin with a proper strategy. How can you build a more direct relationship with your customers? What do you have of value to offer them? How can you use data to enable that value and is it worth the value exchange required? How does this advance your customer relationships and how can you now serve them with greater care, personalization, and distinction? Here are some of the methods in which you can build Customer Intelligence based data plan –

Data should be aligned with Stakeholder Requirements

The data you have been storing or marketing must have the consent of the stakeholders. It must be cleansed, corroborated and connected to solve the business problems. Privacy by design should be at the core of any data-enablement strategy, with good responsible governance as a foundation. Bring your IT, legal, and privacy teams together to create sustainable policies around data collection, processing, and management. And never collect data for the sake of having it for future use – if you don’t have a plan and policies set up in advance of any data capture, go back to step one.

Format Your Data

To establish a good relationship with your customer, your data must be correct. It should be clean and formatted so that it matches with other attributes and signals. There can be some inaccuracies in the data like mistyping of information, data that’s been poorly vetted. They must be properly formatted before you create a Customer Intelligence Based Data Plan.

Resolve to a single identity

This is the hard part. To resolve multiple fractional profiles to a single identity, you need a partner with a robust identity graph—one that provides a single unified 360-degree view online and offline, across channels and devices, that is accurate, persistent over time, and works as a durable match key underlying all use cases you are looking to employ. This identity then maps to everything from upstream customer intelligence and segmentation through onboarding and activation through all of your measurement efforts, then feeds it back again to make your activities smarter, more effective, and more efficient. An end-to-end system of identity is the key to successful data enablement.

 

Filed under: Company Headlines

How to Use PPC Advertising for Effective Marketing?

Posted August 19, 2018 by Abhishek Pandey @ 10:55 am

Image result for ppc advertising

According to recent studies, paid ads get 65 percent of clicks in searches with high commercial intent. This can include a paid ad set up to target a specific audience. Take a look at how to set up new PPC campaigns for good returns. PPC advertising has become one of the most influential online marketing options for businesses. It is designed to engage people and lead to sales that can improve the bottom line. To make sure you do this the right way and launch a good PPC campaign, it’s best to understand the intricate details beforehand.

What Is PPC Advertising?

The term stands for pay-per-click advertising, meaning that each time someone clicks the ad, a set rate is charged to the advertiser. This rate can vary based on the agreement you’ve established beforehand.

You can use PPC to display ads for specific services or goods depending on what you’re selling. The goal is to put these ads in front of people who are already interested in the subject and might be looking for the product through search engines, forums or websites.

Setting Up PPC Campaigns

Establish a budget.

Start by establishing a daily, weekly or monthly budget as soon as possible. This is the set rate at which you will launch the ads. If you don’t have a budget, it is easy to start wasting money on failed campaigns. A set budget can streamline the setup and make sure it works according to your financial means. If not, it is easy to toss away money without even noticing it.

Look at the various rates and learn more about them before launching the ad on a platform. This will give you the gist of what’s going on and how much it will cost per click.

Set campaign goals.

You can only see the value of PPC advertising if you set goals for your business. This can include the number of leads you want to come in via ads or even the number of recorded sales per ad. All of this information should be tracked and kept in mind during the campaign.

By looking into and establishing these goals, it’s easier to avoid making mistakes. A PPC ad is only as good as the person running it. Setting goals helps you remain on top of things without failing.

Split-test ads and platforms.

Take the time to split-test as much as possible, whether with advertisements or platforms. You want to take all of this information into consideration beforehand. The goal is to determine how the ads will be run and how they will work.

For example, imagine one ad doesn’t work well but another does. You don’t want to keep running the failed ad because you don’t know which one is doing well. This happens all the time when you put up a bunch of ads and hope for the best.

Emphasize relevance.

PPC advertisements have to be as focused as possible because of the value they bring. Relevance is the name of the game because putting ads up in front of the wrong people will lead to inefficiencies. Targeting is essential for the long term.

Focus on a solution that is as relevant as possible. Take the time to sit down and write specific keywords that relate to your business and its products. The goal is to have a good feel for what you want to target.

Don’t ignore tracking.

Let’s imagine an ad has been set up and it’s time to start raking in new leads. How are you going to keep tabs on what’s working and what isn’t? This is where tracking can help, as it ensures each lead who engages with the ad is recorded. With Google AdWords, you can have all of this information listed in the main console online. It’s best to go through this information and set up a personal tracker as well. This reduces the wasted money from unrefined campaigns.

To Sum Up

PPC advertising can have a lot of benefits, but it is important to set things up properly. It takes time and a lot of work, but it is well worth the hassle. A good PPC advertising campaign can launch your business forward better than anything else could. This is why it is such an appreciated online marketing method: It works well and can change the outlook of a business in a matter of days or even minutes.

Filed under: Company Headlines

Google Stores Location Data Even When Denied Permission – Reveals Research

Posted August 16, 2018 by Abhishek Pandey @ 12:28 am

Image result for google location

In a research and investigation conducted by Associated Press, Google seems to getting into a tough time ahead given the world mulling over stringent Data Protection laws. The investigation reveals deeper impacts on billions of smart phones all around the globe given the breach of code by Google. It has come out that Google has been storing the location data from the users on Google’s Android mobile phones as well as some Google apps on iPhones. This happened even after the user had denied permission to store any form of location data resulting in breach of privacy. In a statement, Google defended the privacy policy of the company clearing that its data compliances are clear.

What is the Location Data?

Image result for google location

Location data can be understood by users as the data of the locations they traverse to in their city or anywhere else. In our android phones and tablets, Google offers a user setting called the ‘Location History’ which records the location of the user when the GPS is signaled on. They do so in a time bound frame over a geographical map. The users can pause the opt in feature when they want the Google to not record their location history. As per Google, this means that the data will not be stored for that period of time when the feature was opted out. But the AP investigation demonstrated that  Google features did store the location history even when the service was opted out. “Even with Location History paused, some Google apps automatically store time-stamped location data without asking,” the AP reported.

The report added that Google’s disclosure on the Google map saying it does not store the data when turned off was misleading and difficult to interpret.

How was the Investigation conducted about the Location Data breach?

Image result for google location

The investigation was jointly conducted by Associated Press and Princeton University Postdoctoral privacy researcher Gunes Acar. He demonstrated through an Android phone which he carried while turning the location setting off. Google tracked and recorded the locations where Acar travelled over the course of days when the service was disabled. The AP did also publish a map of the data where Acar traveled. The investigation also points to several such happenings where the location was tracked and stored even when the service was off or opted out. In such scenario more than 2 billion mobile phone users on Android OS might have compromised their location data over the time.

The user location data Google stores is scattered throughout a number of different settings, so turning off Location History doesn’t disable Google from collecting other forms of detailed location data about users. As the AP reported, Google’s storage of location markers under the site’s “Web and App activity” setting is automatically enabled.

What did Google have to say about the Location Data Breach report?

As per the Google spokesperson, “Location History is a Google product that is entirely opt-in, and users have the controls to edit, delete or turn it off at any time,” the spokesperson said. “As the story notes, we make sure Location History users know that when they disable the product, we continue to use location to improve the Google experience when they do things like perform a Google search or use Google for driving directions.”

 

Filed under: Company Headlines

‘Under Armour’s Adrienne Lofton Headed to competitor Nike’, Sources Say

Posted August 6, 2018 by Abhishek Pandey @ 7:42 am

Image result for adrienne lofton

Under Armour, the sports garment and apparel giant recently saw a shuffle in the top management when the news of Adrienne Lofton, the Company’s Marketing Executive walking away broke out. A similar news from that of its competitors, Nike, shedding its two marketing executives was doing the rounds more often. Sources highly placed in the company, as well as Trade analyst, suspect that Lofton might be going to Nike as there is an executive level vacancy there. Adrienne Lofton, on the other hand, has had not confirmed anything movement of that kind lately.

If we believe the two sources familiar with the matter, Adrienne Lofton, who had spent the last eight months with Under Armour overseeing the Global Marketing efforts have already accepted the position with Nike. The Global Head of Brand Management, Lofton, resigned from the company after around nine years and two stints with the sports apparel giant as per AdWeek.

Executive Level shuffle from Under Armour to Nike?

Image result for under armour and nike

Reports have been doing the rounds that Adrienne Lofton was offered an executive level position from Nike after it shifted two senior executives. The competition between the two athletic wear giants has grown obvious since Under Armour’s rise after 2005. But the report has yet not been supported by spokespersons for Nike and Under Armour who have not responded to request for comment on this story. Lofton too did not respond to the allegations of shift and the media queries about her new position at Nike.

However, it is highly motivating a fact that Adrienne might be going to Nike as the news of her resignation comes amidst a wrecking report of how Nike parted ways with its two top marketing executives. The fire of executives came after a controversy regarding the repeated complaints about inappropriate behavior in the workplace. Nike took actions by firing them.

Why did Nike fire its Two Top Executives?

In March, CEO Mark Parker issued an internal memo expressing his concern over “reports of behavior occurring within our organization that does not reflect our core values of inclusivity, respect, and empowerment.” Citing “strong and courageous employees” who had come forward, he wrote that the company would launch “a comprehensive review of our HR systems and practices along with elevating our complaint process for a matter of respect issues.” The two executives he was talking about were VP Jayme Martin and Brand President Trevor Edwards who was a potential successor to Mark Parker.

Such allegations were repeatedly included in subsequent reports by The Wall Street Journal who cited a ‘boys club’ at Nike where the aforementioned parties involved into a ‘demeaning and condescending’ behavior towards women. The report also cited that several women employees had circulated an informal survey about Pay inequality, gender imbalances, and misbehavior by the top authorities and executives Monique Matheson acknowledged in a memo acquired by the journal hat Nike had failed to properly promote women rights and minorities values within its peripheries.

What would Adrienne Lofton do at Nike?

Sources in Nike suggest that the company might offer Adrienne Lofton the vacant Position of Brand President as she has the correct expertise in the same field at Under Armour. But Lofton, given a condition where she accepts the position from Nike, will not be able to officially begin working at Nike for one year due to the Non-compete clause in the contract she had signed with Under Armour.

Filed under: Brand Marketing

PBS Documentary Confirms Facebook Revenue Downslide

Posted August 3, 2018 by Abhishek Pandey @ 8:15 am

Image result for Facebook

No year has been so harder than the year 2018 for Facebook. It has been receiving jolts and jolts one after another. As if the Facebook meddling in US election was not enough, Facebook losing 150 billion dollars in just one day even brokered its relations with investors too. As per Roger McNamee, one of the earlier investors in the company said the company was ‘willfully blind’ in the year 2016. This led to the decline in its revenue drastically and slipped Facebook out of the top five. After having been blamed for meddling in the general elections in the US, the company has again been blamed for interfering in the mid-term elections too. Now, a PBS documentary on Facebook shows how about the Facebook Revenue Downslide.

What is the PBS Documentary about Facebook Revenue Downslide?

Image result for Facebook

PBS’ Frontline documentary series has been giving final touches to its investigation into the scandals of Facebook. The Program has been named ‘The Facebook Dilemma’ and will air this fall. The producers of the Frontline and those involved in the program talked about the documentary at the Television Critics Association’s summer press tour in L.A. they also shared their insights into the deals of the social network.  The producers and the makes believe that the Facebook has lost its way into what it was first made for. Roger McNamee who invested and mentored Mark Zuckerberg from 2006-2009 has also been interviewed in the documentary. He said that he did approach Zuckerberg and COO Sheryl Sandberg in October 2016 about how the way into the Platform being used. He believes that Facebook is being manipulated by bad actors and its ways and means seem to harm people who believed in its ways long ago.

But he was startled that the executives treated it like a public relations problem and not a business problem. “They treat the First Amendment like it’s supposed to protect them, not their users.”

‘A Paranoia department’ to sort Problems?

Image result for Facebook

The Producer of PBS’ Frontline documentary found out that Facebook requires setting a ‘Paranoia department’ which included independent researchers and critics. The job they would be doing to independently think through all potential problems. But they won’t do that and why would that be required? Because they are a company which required human solutions to problems and without much criticism at the helm, it would perfectly be a disastrous situation. They would require hiring “human beings … to think through some of the downstream consequences.”

Is Facebook Revenue Downslide a consequence of Silicon Valley Changes?

McNamee confirms that Silicon Valley’s irrelevant changes in the modern sector have definitely had a drastic impact on the functioning of the Facebook. He points out that there was never enough processing power or bandwidth for people to accomplish from 1950-2000 after which it underwent a series of changes. Earlier the companies used to “put a huge premium on experience, because you needed old folks to figure out how to get the most out of the little bit of stuff you had,” but that suddenly changed after 2000’s where you can blindly form a company without having enough experience – a move from the earlier prerogatives. These prejudices would let younger people with no organizational experience come into companies and inadequately handle the situations.

 

 

 

 

Filed under: Advertising,Brand Marketing

Here’s How Big Data Can Help Hotel Brands Attract More Travelers

Posted July 25, 2018 by Abhishek Pandey @ 3:40 am

Image result for Big Data for Hotel Brands

Getting customers in the door for that first visit is seemingly the most difficult (and definitely the most expensive) endeavor for marketers. Therefore, it is important to segment consumers by hotel category and evaluate their research patterns to understand what makes them tick and better advise how hotel brands can utilize resources, such as big data, in order to personalize the digital content based on interests and personal preferences.

Budget

Image result for Big Data for Hotel Brands

Data suggests local research revolving around quick-serve restaurants appeal to budget hotel seekers, so a simple offer for free breakfast or snacks could tip the scales when they are weighing hotel options. We also see our budget hotel seekers researching nearby big box and office supplies stores.

Therefore, messaging around onsite amenities such as business centers, mini-stores or complimentary conveniences that solve last minute needs for business or leisure can really add a thoughtful touch for the budget traveler. In addition to business and leisure, people moving or relocating to different areas also fall within the budget seekers segment. Knowing this ahead of time certainly helps the budget hotelier make their guests feel right at home for an extended stay.

Luxury

Image result for midscale hotel disneyland

The luxury hotel traveler seeks exotic locations to celebrate milestones and occasions, such as honeymoons. These upscale events offer significant insight to hoteliers on what type of atmosphere these types of travelers are looking for. Luxury-seeking travelers have the highest interest of any group in healthy eating and living, with added emphasis on special diets or exercise. Hoteliers would benefit from a marketing focus on quality ingredient sourcing and menu customization within their restaurants and onsite fitness options.

Luxury groups display interest in local art and culture and a general desire for a boutique experience that is representative of the region they are staying in. Including local art, beer and wine or music into the experience resonates well with these types of travelers, who are heavily influenced by the aesthetics and overall experience provided by the hotel as primary reasons for booking in the first place.

Midscale

Image result for midscale hotel disneyland

The midscale hotel seeker class contains a definitive mix of business and leisure travelers, with a heavy interest in conferences and events for the business crowd and with family vacation packages and vacation home rentals skewing high for leisure travelers.

Business travel shows no signs of slowing down and is projected to grow by more than 6 percent in 2018, according to Deloitte. With our business travel research indicating interest in rental cars, dry cleaning and local spots for drinks and cocktails, personalizing the experience for business travelers can include bundling rental cars or other transport to their conferences, promoting tailoring or cleaning services onsite or offering them an opportunity to mingle with other business travelers over a free drink at the hotel bar or restaurant.

Midscale leisure traveler themes can include trips to family-oriented destinations such Universal Studios, Disney World and Disneyland in addition to vacation themes based around activities like beach trips, desert or mountains. Family travelers are drawn to bundled packages around activities for each family member so that harmony and buy-in can be achieved (any parent will tell you that the kids have as much said as they do).

Activities such as dining and nightlife, golf and spa, gaming and outdoor adventure activities such as hiking, biking or boating are all of interest to the midscale hotel traveler and offer broad appeal across generations. In order to connect with this group of consumers, hoteliers are encouraged to partner with local groups and organizations that offer these activities.

Wrapping Up

Hotels offer many things to many people, but big data can be a great lens into what moves each type of traveler from inspiration to action. After all, every lifelong hotel visitor starts with a first stay.

 

(All photographs are courtesy of the original owners unless otherwise indicated)

Filed under: Brand Marketing

Design Your Website for More Engaging User Experience

Posted July 24, 2018 by Abhishek Pandey @ 3:36 am

Image result for how to create engaging User Experience

When designing a website, put yourself in the user’s shoes. What you find ineffective in a website is something users will likely find ineffective themselves. According to the Statistic Brain Research Institute, in 2015, the attention span of humans averaged 8.25 seconds, down from 12 seconds in 2000. For website designers, this study is significant, in the sense that eight seconds is all you initially have to make site visitors understand your value proposition and convince them to stay on your site. More than that, and the chances of them being distracted skyrockets. So how do you make your website compelling enough to make them not want to leave? Here are some important points to remember when designing the website.

Create a Unique Value Proposition (UVP)

Image result for Create a Unique Value Proposition

In the content-saturated world of the Internet, every opportunity spawns the need to differentiate oneself. Creating a great first impression is key, but making the customer realize that what you offer merits their full attention is equally important.

A value proposition is a primary thing that determines whether users leave or stay on your site. It’s a statement that clearly explains how your product or service solves their pain points, its specific benefits, and why they should buy from you instead of your competitors. Some things to bear in mind when communicating your UVP:

Location

Eye tracking research shows that above-the-fold elements attract the most attention. Eyetrack III studies also found that the upper left of the page is where the eyes often fixate first before going left to right, then further down the page.

While these studies justify why website designers insist on positioning the site’s most important elements above the fold, there is absolutely no reason to cram everything you deem necessary on just this part of the page. You don’t want the top half of your website looking chaotic, or the overall usability of the page undermined.

Users’ attention is more difficult to capture now than it used to, mainly because of the sheer amount of content available on the Internet for them to peruse. That said, the items you include above the fold must communicate a clear and well-defined value proposition, as opposed to cramming what you think is important down users’ throats by littering the area with too many elements. Give them one tidbit of information to digest one at a time, and if they think this information is worth researching more about, they will stay on your page to find out more.

Visual Illustration

Harnessing the power of visual information is a primary ingredient in connecting with your audience. This is anchored to the fact that our brain processes visuals 60,000 times faster than plain text.

Add short attention spans into the mix, and the “show, don’t tell” argument becomes all the more compelling. Provide users with visuals like images, graphs, infographics, screenshots and video clips instead of big blocks of text. These allow them to process your message more quickly and retain more valuable information.

Another thing – although effective, adding visuals to your website comes with a caveat: they must support your value proposition and the audience’s perceived expectations. Otherwise, it may call into question your site’s integrity.

Unique Content

Image result for Unique Content

As more and more content becomes available online, marketers find it increasingly difficult for their brands to connect. In fact, according to eMarketer, 41% of marketers struggle to come up with conversion-worthy content.

There’s the so-called 10X content, content that, as its name suggests, is 10 times better than what the search engines provide for a certain keyword. If you create content that answers everything a user can possibly ask about a topic, you’re shortening their research time, ultimately creating a positive experience for them. Among the characteristics of 10X content is the melding of aesthetics and utility, as well as providing great visuals while solving your customers’ problems.

White Space

Image result for White Space

A cluttered website is hard on the eyes and confuses the brain. However, adding white space between paragraphs and in the margins has proven to increase comprehension by 20%.

While the layout of a webpage, including white space, may not measurably influence performance, it does influence user satisfaction and experience. Different web design elements affect the moods of users. Positive or negative is entirely up to you.

According to top website designers, having a white space is essential for lead generation because it minimizes confusion and reduces the effort required on the reader’s end, helping them navigate the website easily.

Call To Action (CTA)

Image result for Call To Action

Call-to-action buttons should go beyond being attractive and fitting the overall design of the website. After all, their main purpose is to get your visitors to do something, such as download an ebook, sign up for a free trial, subscribe to a newsletter, and so on.

You don’t have to put CTAs above the fold. Rather you can place them in the middle or bottom of the page to avoid being aggressive with visitors. Other suggestions include using action-packed words, such as “try” or “download,” and the first-person speech to increase conversions.

Clarity of CTAs is also extremely important. Their message should explicitly convey what the visitor could expect to accomplish. If users fail to get what you mean, they’ll leave.

 

(All photographs are courtesy of the original owners unless otherwise indicated)

Filed under: Brand Marketing

New Into Content Marketing? Take Lessons from Netflix

Posted July 23, 2018 by Abhishek Pandey @ 3:45 am

Image result for New Into Content Marketing? Take Lessons from Netflix

If there’s any content marketing prodigy that you should pay particular attention to, it’s Netflix. Very few companies have led the spawn of an entire industry, and still managed to stay ahead of the curve. The streaming video service closed 2016 with 93.8 million subscribers, up nearly 20 million from the year prior.

Its strategy is very tactical, and it plans to keep it that way. Have you ever heard the company publicly speak to its methods of exposure? Netflix is extremely covert in the area of marketing; you’d almost think it’s Magic Leap.

Even if you’re not in the media business, there’s a lot to learn about how Netflix approaches to content and goes about amassing an audience. It is an excellent example of content marketing leveraging its product, data, and social media. Here are some vital takeaways every content marketer can learn from Netflix.

Build The Experience Through Standalone Products

Image result for New Into Content Marketing? Take Lessons from Netflix

Seemingly, Netflix doesn’t place the most value in traditional marketing. Its approach is much more innovative, even to the extent of creating standalone products to extend the experience of a new show. In the era of 360 video and artificial intelligence, no idea is too large. Netflix is not afraid of walking this line and more often than not, it provides a tremendous return on investment.

For example, Netflix recently commissioned the third season of the highly touted Black Mirror, which explores the scary possibilities of technology. To promote the show, Netflix actually created the app Rateme that was the conflict and downfall of the first episode of the season. It did something similar with a Stranger Things web tool, which allows users to create content with the show’s font. Also on the list are Netflix socks, among other consumer products that make light of the culture of its dedicated audience.

Content is not distinct from the confines of an article or a video. Many times, content marketing is a product or a standalone experience that gets the conversation going and creates the opportunity for the audience to get involved in the show’s universe.

Invest In Original Content

Image result for New Into Content Marketing? Take Lessons from Netflix

Netflix invests in original content so much that it can almost market itself. Entrepreneurs and marketers specifically should learn to invest effort and finances into the kinds of content that have proven successful with their audience.

In the last three months of 2016, Netflix added 1.43 million new U.S. paying subscribers. In 2017, Netflix plans to spend nearly $6 billion on content. For context, ESPN spent $ 7.6 billion on content in 2016.

Data Is Certainly The Differentiator

Image result for New Into Content Marketing? Take Lessons from Netflix

We all know data matters, but are you sure you’re leveraging the right metrics? Netflix uses data to predict behavior and to help create a better experience, ultimately inspiring a lot of its marketing.

Inside the product, Netflix tracks your browsing behavior; what time you watch content; when you pause, rewind or fast-forward; and what kind of content is viewed on which day. Using this data to understand consumer behavior, it can both suggest the right content in the product that makes you stick around longer, as well as adjust its marketing content to fit your interests.

Netflix used big data to promote House of Cards. User behavior was very much the deciding factor on its series rollout of marketing collateral.

Before a series is released, there are typically one or two trailers made to build the buzz. For House of Cards, Netflix made 10 different cuts of the trailer and served you a trailer based on your previous viewing behavior. If you watched a lot of Kevin Spacey, you saw the trailer that included more of his scenes. If you happened to actively rate and suggest David Fincher’s work as a director, you were shown a different trailer.

Through Netflix’s algorithms, it can determine who might be interested in new shows and can cater content that will be best received, according to its data. How are you using data to steer your marketing content for better engagement?

Netflix’s success in original programming is not by accident; its data having a large influence on its content marketing is a technique we should all mimic.

Help Virality Happen

Image result for New Into Content Marketing? Take Lessons from Netflix

There’s so much talk about “going viral,” but do we ever explore the science behind it? Netflix has a knack for catching virality, and it stems from making content easily shareable and having a consistent and honest brand voice.

Netflix is known to provide content that pairs well with social media, helping insert itself into everyday conversations. The takeaway is you need to encourage virality.  Help your content get to the tweetosphere and allow it to literally be a part of the conversations your audience is having. Their brand voice has also added to Netflix’s visibility across the internet. It’s mastered the tone of voice and it’s done numbers on social.

Twitter Ads info and privacy

Image result for New Into Content Marketing? Take Lessons from Netflix

With such an authentic and conversational voice, Netflix established a tone that creates a loyal fan base that will actively engage with their content.  Its best performing content just involves a bit of its swag rather than a big announcement. It should compel marketers to plan for content that gets people excited enough to head to your owned channels.

Netflix is a dominating force, and much of its success is attributed to its approach to content marketing. Its unconventional methods are the forward-thinking techniques we should all adapt to build a dedicated audience.

 

(All photographs are courtesy of the original owners unless otherwise indicated)

Filed under: Digital

Influencer Marketing Is Becoming a Potent Weapon for Brands

Posted July 18, 2018 by Abhishek Pandey @ 3:14 am

Image result for influencer marketing

Brands are investing more of their time and money into influencers. According to a research conducted by Bloglovin, it is seen that 63 percent of marketers have increased their budgets for influencer marketing in 2017. This increase in budgets suggests that brands understand the value of influencer marketing and how they can leverage it to boost their performance.

But how exactly does influencer marketing help brands? With the massive followings of influencers, the obvious benefit is that they help brands reach a bigger audience. Besides this, there are several more reasons why influencers have become such a powerful weapon for brands.

They Leverage Authentic Storytelling to Engage Your Target Audience

Influencers are able to engage their fans by being their true selves. They express themselves through authentic and engaging content, which their followers look to for inspiration. And according to TapInfluence, 71.2 percent of influencers feel that their honesty and sense of humor is what keeps their audience engaged.

This is perhaps why influencers are so good at creating authentic content about the brand they promote. The TapInfluence study also found that the biggest benefit of influencer marketing is that it helps tell an authentic story around their brand. 89 percent of marketers in a Linqia study also feel the same way about influencer marketing.

This authenticity keeps an audience engaged even when it comes to promotional content created by influencers. And an engaged audience is much easier for brands to win over and convert to paying customers.

They Improve Brand Sentiment

Brands always strive to win the hearts of consumers and create a positive brand image. So it’s no wonder they work with influencers to promote their brands because influencers can increase positive brand sentiment. According to a RhythmOne study, influencer marketing programs that lasted for two or more weeks resulted in an 8.73 percent lift in positive brand sentiment.

You will be able to experience this benefit more effectively if you invest in influencers who genuinely believe in the product. This genuine positive sentiment the influencers have towards your brand can help portray your brand personality in a positive light.

They Drive A Higher Return On Investment

Another major benefit of influencer marketing is the return on investment it is able to yield. 54 percent of marketers in the Bloglovin’ study use influencer marketing to grow their social media following and engagement. 53 percent use it to drive more sales, while 47 percent use it to drive traffic to their websites.

Other than that, 71 percent of marketers in the study felt that influencer marketing helps them raise brand awareness on social media. 67 percent have stated that it helps them reach a more targeted audience. But these are not the only reasons why brands are leveraging influencers for their marketing campaigns.

The RhythmOne study found that influencer marketing delivers high returns in terms of earned media value. This is the value attributed to factors such as social sharing and publicity as well as other forms of organic digital media exposure. Influencer marketing helped advertisers generate $11.69 in EMV for every dollar they spend.

Wrapping Up

It’s clear to see that there are several reasons why brands are choosing to use influencer marketing as a weapon to overcome marketing challenges and get ahead of their competitors. Through authenticity, influencers help brands engage their target audience and then deliver higher returns in earned media value.

Filed under: Brand Marketing
Previous PageNext Page

Your first campaign is on us

New Accounts get a $100 credit towards your first Cross-Channel Advertising campaign.

Get Started

Contact Us

We can set everything up in minutes

Give us a call and we'll find the right solution for you!

  • Phone: (800) 296-7104
  • Email: info@admedia.com
  • Office: 303 North Glenoaks
    Blvd., Suite 200 Burbank, CA 91502
Connect with Us Contact Us Media Kit

Advertisers

Reach More Customers

AdMedia can set up compelling and targeted campaigns that are proven to grab the attention of users and turn them into paying customers.

Read more

Publishers

Earn Extra Revenue

Add value to your website and earn money at the same time by displaying ads that your visitors actually want to see.

Read more