65% of travellers will research online before they decide a destination and the best way of travel.
Going by the figure, travel portals need to ensure that they provide the most relevant content to the audience if they want to make business and create a loyal fan base. Finding a destination, booking a transport or hotel, highlighting special deals and offers or simply urging people to visit a new place – there needs to be content that covers all aspects.
“Travel review websites have most influence (69%), followed by online travel agencies (57%), travel provider sites (56%) and friends & relatives (43%).”
Focusing on the right kind of content and updating it with changing consumer behaviour is very important to make a mark in this field. Take a look at some of the online travelling portals who are doing it right –
When MakeMyTrip repositioned it’s identity from ‘Memories Unlimited’ to ‘Dil toh Roaming Hai’, it was not just a revamp strategy. The brand observed the changing culture of Indians when it comes to travelling and based their content around it. Travel plans are not only restricted to summer and winter holidays anymore, it’s more about weekend getaways and solo journeys.
The strategy adapted by MakeMyTrip is a perfect mix of engaging content, services offered by them, contests and campaigns based on recent occasions and offers. So be it exotic locations, packages, luxury hotels or special offers, there is content revolving around all of that.
Their social media posts are categorized in various sections like Adventure Trips, Nature Trips, ManMade Wonders and many more. There are also posts relating to special offers that are presented in a way that tempts consumers and makes them interested in the deal.
Apart from that, MakeMyTrip also updates live videos of celebrities like Harsha Bhogle, Mandira Bedi, Kriti Kharbanda and others going on a trip and sharing travel tips. They also had a series, Globetrotting With Gul Panag that featured some of the best destinations around the world. The series was uploaded on their YouTube channel.
Yatra lays more emphasis on the emotional angle of travel. The personal touch has been successful in creating a loyal fan base and a strong brand recall on their social media platforms. So when you comes across content like “It’s better to see something once than to hear about it a thousand times” or “Cross the Abbey Road like The Beatles”, you know it’s Yatra.
The content list of Yatra also includes contests, quizzes, travel tips and special offers. Their “Guess the Location” posts are a good way to engage with the audience where they post a picture and give a clue about the place. There are no winners for the right guess, but people still like answering which in turn increases engagement. The ‘Fact or Fiction’ campaign is another interesting way of presenting content, where the brand posts a statement and asks the audience whether it is a fact or fiction.
Yatra’s video content is mostly snippets of various exotic and offbeat travel destinations and food recipes. Their YouTube channel also features various locations around the world along with travel videos of celebrities like Masterchef winner Shipra Khanna, Lauren Gottlieb, Adaa Khan and others.
Goibibo’s digital content, at present mostly focuses on offers that the portal provides to its customers. The posts mainly give out information on running discounts for domestic and international flights, hotels, happy hours flash sale, etc. They also run contests once in a while. The recent contest, #MyTravelHero invited the audience to talk about their travel heroes and get rewarded.
Relatable ideas form the basis of their content, such as ‘Tell us how your mom reacts to your travel plans’ or ‘Getting lost is better than what?’ It keeps the audience interested and encourages them to share their stories when in similar situations, which further helps in brand association.
When it comes to video content, their YouTube channel also features the same content relating to deals and discounts, hotel sales, flight sales, goStays and others. Most of their videos feature their brand ambassador, Deepika Padukone. There is scope however for Goibibo to work on better engaging posts.
Content is undoubtedly the biggest strength for a platform like Tripoto, which is based on crowd-sourced travel experiences. The itineraries available on the website and shared on social media are written by real travellers, describing their real experiences.
The idea of Tripoto is to build a one-stop platform for travel enthusiasts so that they can find everything they are looking for at one place instead of scouring through various articles. Simple and quality content, along with relevant images makes up Tripoto’s travel itineraries so that it becomes very easy for the audience to make use of the information they read.
The content on their social media channels range from travel quotes, ‘things to do’ posts to campaigns and contests. YouTube video content are based on different destinations, some of them also offering a 360 degree view of the place.
The above mentioned brands show that quality content, when delivered regularly can add value to the business and the brand, improve SEO and build a loyal customer base. To know more about how content marketing can help you in your business, leave us a message below and we will get back to you!
The New Year definitely began with a surprise for marketers when Mark Zuckerberg announced that Facebook would be making some changes to its news feed algorithm to ‘prioritize interactions between friends and family over company-generated posts.’
He said, “The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups.
As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.”
The new update has no doubt affected every brand’s organic reach on Facebook. However, contrary to belief, the update has been a while in the making and was not entirely unexpected. Facebook has been decreasing organic reach of brands for a while now – from 50% to 20%, then 10%, 5% and at present to 2.5% on an average.
With 250 million monthly active users, Facebook is without doubt the most popular and widely used social media channel in the country. It is where the audience is, and it is where brands should be. However, with changes taking place rapidly, it is very important for brands and marketing agencies to strategize wisely to make the most of the situation.
While it is too early to decipher how Facebook’s algorithm update will exactly impact business, there are methods marketers can adapt to make organic reach better –
“We’re making a major change to how we build Facebook. I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.” – Mark Zuckerberg.
By meaningful social interactions, what Zuckerberg essentially means is interaction through comments. So, businesses should focus all the more on creating rich and quality content that will encourage conversation among the audience.
How do we do that? By including questions in the posts and talking about timely or relevant events that the audience will have an opinion about. Posts that people don’t react to or comment on will see a ‘decrease in distribution’, as per the algorithm update. That means, if you want your page to work well, ensure that your posts have engaging and quality content.
Sure, you want to increase engagement on your page, but make sure that you don’t go overboard to the point that the audience finds your page to be spammy. ‘Like this post if you love your mom’ or ‘Comment on the post if you are a true Scorpio’ will cease to work anymore. Moreover, Facebook lists this as an ‘engagement bait’ tactic and such posts will now be shown less on news feed as they fail to hold ‘meaningful interactions’.
“Teams at Facebook have reviewed and categorized hundreds of thousands of posts to inform a machine learning model that can detect different types of engagement bait. Posts that use this tactic will be shown less in News Feed.” – Facebook Team
The ‘See First’ option in the ‘Following’ drop down menu remains unchanged after the update. So don’t be embarrassed to ask your followers click on the ‘See First’ option in order to see your posts at the top of their news feed. Just make sure you do it in an honest way.
As per the new update, pre-recorded videos are most likely to appear less in the news feed, but live videos will be given more importance as it generates more interaction.
“Live videos often lead to discussion among viewers on Facebook—in fact, live videos on average get six times as many interactions as regular videos.” – Mark Zuckerberg.
Statistics say that only 28% of marketers use Facebook Live for their business, an indication that live videos are an underused marketing opportunity. A lot more can be explored with this feature. Moreover, whenever you go live, all your followers will be notified personally about the same, thus increasing reach. (This feature remains unchanged as of now.)
“You can expect to see more from your friends, family and groups.”
Zuckerberg as well as Adam Mosseri, VP, Facebook have laid emphasis on the importance of Facebook groups, stating that it is indeed a good opportunity for person-to-person interaction.
Groups create a platform for the audience to come together in smaller numbers and help build a closer relationship between a brand and its customers. Recently, FB also introduced Groups for Pages, where businesses can connect directly with customers and get proper feedback about their products and services.
The content on Facebook Groups will receive similar news feed distribution as posts from friends/family. Hence, this marketing tactic is likely to work to your advantage to make organic reach of the page better.
While Facebook says that this change was brought about to increase ‘happiness and well-being of people’, many speculate that this step was taken to end the privilege that brands had of reaching their audience ‘for free’ since Facebook’s inception.
What do you think about this update? Tell us in the comments section below.
“If your plans don’t include mobile, your plans are not finished.”
In 2017, 33.4% of India’s mobile user population owned a smartphone. This percentage is set to increase to 36% in 2018 and 39% in 2019. This high growth of smartphone users at such an astonishing rate confirms the fact that the ‘smartphone trend’ is here to stay for a long time.
Statistics state that on an average, 200 minutes of a day are spent on the mobile Internet. So consumers are spending 69% of their Internet time on their mobile device. With 4G data being available in the market so easily at such reduced costs, the usage of Internet has increased incredibly with 200 million people accessing the net with their smartphones.
The habit of being online anytime anywhere has compelled marketers and businesses all over the world to take this medium very seriously. It has enabled businesses to make their content more relevant, consumer-specific and targeted.
Here’s how smartphones have changed the game in the field of advertising and marketing –
The country has witnessed a decline in print media and the grand rising of a new form of advertising – mobile content. Today’s generation is a lot more tech-savvy, and be it the latest cricket score, entertainment gossip, movie timings or political / business news, their instant go-to place for all information is their mobile phones.
To keep up with the trend, brands have introduced brief and fast-paced content that is easily accessible through a smartphone. They encourage fast response with CTA buttons and are linked to all social media channels to enable easy sharing.
Smartphones enable businesses to engage directly with customers. Take the example of KLM Royal Dutch Airlines, the first airlines company to launch a WhatsApp service to connect with their customers 24*7 in a fast and personalised way. That’s exactly how efficient marketing and customer relationships have become with the help of a smartphone.
The second and most effective way to directly reach out to people is through social media. A very high percentage of customers now come from social media, especially Facebook. Logging in to a social media channel is just a matter of few seconds with a smartphone in hand. Interaction is a lot more personal, which in turn makes a brand more approachable.
It is now possible to locate a customer at any time, thanks to GPS-enabled smartphones. This becomes a very efficient form of mobile marketing as customers are targeted based on specific areas. Real time advertising / marketing is now gaining importance as customers are most likely to make a purchase when they are in a mood for it.
If a customer gets a notification or pop-up about an offer and happens to be in the vicinity of the store, he/she is more likely to make a purchase. Location based targeting is a good way to retain existing customers and get new ones.
Video – based content is at present the most successful way of delivering content to the audience. It works better than other forms of content because video ads create a personal connection with the audience. Emotions are better conveyed and attention is captured for a longer duration.
The use of smartphones have also made viewing video advertisements easier. As more and more people are connected with high speed 4G Internet / WiFi, conveying the message has become faster and easier. Mobile users scan through content on the Internet at a fast pace, and videos are the most effective way to capture their attention.
Smartphones have opened up a world of possibilities when it comes to interactive and incentivised advertising. Say for example, you want to buy a game. You can always opt in for a trial on your phone. Or if you want to buy an electronic device but have no idea how it works, a quick tutorial video before purchasing the product can help in taking a final decision.
Advertisers and marketers want customers to keep coming back, and that is the main reason of incentive advertising. For example, some brands offer credit points that can be redeemed on the next purchase when customers watch an ad video on their app.
The introduction of QR codes into advertising have also been possible because of smartphones. It encourages people to sign up for newsletters, pre-order a product, participate in a contest or get additional discounts.
If a business wants to have a successful online presence, accessing the website must be as easy on a smartphone as it is on a computer/laptop. Companies that do not have mobile-friendly websites are most likely to lose a lot of audience, especially the younger generation. This is because for them, if it’s not instant, it’s not interesting.
The use of smartphones is here to stay – and will continue to grow. Every business needs to spend time understanding how customers use their smartphones before deciding on marketing campaigns. To know more about how you can optimise mobile marketing, leave us a message in the comments section and we will get back to you.
“The blockchain is an incorruptible digital ledger of economic transactions that can be programmed to record not just financial transactions but virtually everything of value.” – Don and Alex Tapscott, authors of Blockchain Revolution.
The blockchain technology is getting popular with every passing day in the digital world. But what exactly is a blockchain and how does it make the digital world easier?
As the name suggests, blockchain technology is like a chain of blocks containing digital information. A group of researchers had first thought of this technique in 1991 as they wanted to timestamp digital documents so that it could not be backdated or tampered with in any way. However, the idea was not implemented to that extent during the time.
This idea was then adapted in 2009 by Satoshi Nakamoto for creating Bitcoin – the digital currency. But now, the tech community is finding new ways by which it can be used for other purposes.
Say for example, you want to make a valuable purchase. Before making the purchase, chances are that you would have had multiple questions considering that you would be committing a large amount of resources to the purchase. Getting accurate and credible answers to those questions would therefore be a prerequisite. A system where such answers can be stored that can be accessed by everyone and is secure enough that nobody can change or tamper with the information would solve this issue. This kind of system has become a necessity at present and blockchain is the technology that can support it.
Blockchains store important information across a network of personal computers. The information is distributed as well as decentralized, meaning that no single organization or individual will own the system. However, everyone can use it and also help to to run it. This makes it almost impossible for anyone to destroy or corrupt the network.
With the help of cryptography, the blockchain technology ensures that no record can be changed or counterfeited.
So how will blockchain change advertising?
There’s a disadvantage in online marketing, you can never be completely sure if the stats you receive are true. Paid traffic sourcing is a regular method of promoting a website to reach a wider audience. However, not all sources of paid traffic are genuine. A real website may have a large bot audience (an audience that visits the website because they were paid) and that is a problem in the larger scheme of things such as actual conversions and genuine search engine rankings. Bot traffic vendors may be able to defeat detection but are unable to explain their high volumes of traffic at throwaway prices. This is where blockchain can be used to mark the separation between bot traffic vendors and real traffic sourcing.
Blockchain technology is encrypted but transparent, meaning that it will only show true stats. Companies will easily be able to determine if the people visiting their websites are real, a part of their target audience or just bots and hired clickers.
Both the advertising team and the client can use the same blockchain technology for assessing the work that is being done. Blockchain can accurately register the effectiveness, success and reach of the work done by the ad agency. The data available can be verified individually by both parties, and cannot be tampered with. Any changes made by anyone on the blockchain ledger are easily viewable by the public. Moreover, making an alteration will require a lot of computing power for overriding the whole network, thus making it unchangeable. Moreover the data available in blockchain is consistent, complete and accurate, making it trustworthy.
Before blockchain happened, buying and selling always required an intermediary. Say for example, Google acts like a middleman at present with its GDN ads, being an intermediary between websites who want traffic and advertisers who want more clicks to their site. Now, if the website owner and the advertiser trusted each other, there would be no requirement of the GDN ads. However, at this point an advertiser cannot trust the owner of the website to not manipulate things to increase the website revenue at the expense of the advertiser.
In such a situation, if blockchain technology is able to verify that that every user is genuine with complete accuracy, and also that the website will be charging the owner only for genuine clicks, there would be no requirement of the ‘middleman’ – making the whole process simpler as well as cheaper. Paying a third party will no longer be required.
Advertisers gather information like age, gender, salary, lifestyle habit, etc about the target audience from various sources -which may or may not necessarily be true. With blockchain technology, advertisers can gather information directly from a customer’s profile, taking in everything that a customer is willing to share at a single go. This will help in understanding customer needs and therefore directing advertising spends only towards those customers who are most likely to use their product/service.
Blockchain can store and verify huge amounts of data related to a customer. Relevant portions of this data will be shared only with brands that the customer trusts. Therefore, this technology is something that can be trusted by both parties. Consumers can be sure that their information is secure while they remain anonymous and in control of what they want to share and what not. On the other hand, brands will be sure that the information they receive is true and can be trusted.
The blockchain technology has recently made its presence felt in the online world. In the future, when it can successfully undergo management and verification of online data, companies can be launched that will be able to run completely on algorithms, like companies that make self-driven cars safer or those that protect online identity.
What do you think of the blockchain technology? Tell us in the comments below.
“Social media reaches farther than we can physically reach with advertising.”
Social media is indeed a very powerful tool and a great platform for advertising a business. You can connect with the whole world at an instant, sitting right at the desk in your office. Having said that, since social media is an extremely visible public platform, it can act as a double edged sword. One wrong step and it can greatly hamper the reputation of your business.
It is important for every business to set certain social media guidelines and abide by those rules to save the brand from any kind of public humiliation. Here are a few important do’s and don’ts to remember before stepping into social media marketing –
The first thing to know is what customers really want and then focus on delivering relevant content to them. It does not matter to a customer what you think, what matters is what you can do for them. For example, if you have an online bakery shop, only saying that you’re the best in town won’t attract customers. Provide relatable articles like a quick recipe or a kitchen tip to keep the audience engaged.
The 80-20 percent rule is really important. 80% of the posted content should be of value to the customers, the remaining 20% can talk about product and services.
Being active on social media is very important for a brand, but pay attention that it is not overdone. Too much information and content everyday can annoy the audience and they may stop following your page altogether. If not, excessive posts can simply get lost in the newsfeed and they will not be able to see what could have been relevant for them.
Viewers get bored of seeing the same format of posts on social media on a regular basis. Trying out different formats will be visually appealing and hold the interest of followers. It has been seen that videos tend to be the most appealing format. Including infographics and animations are also a great way to grab the attention of your followers.
Unleash your creativity and show something to the audience that will set the brand apart from competitors. Experiment with posts and make it as exciting and engaging as it can be. It not only shows that you love what you do, but will also ensure that the audience remembers the brand. Boring posts will always lead to dull results.
Why is your brand on social media in the first place? So that customers can be kept informed and happy, among other things. In such a situation, customer service is of great importance. Take out some time to interact with followers and answer their tweets and comments. Resolve any queries or issues that they may have to show that what they say or feel is acknowledged.
When customers are satisfied, they will be loyal towards your brand and also recommend it to others. And no matter which digital age we belong to, word-of-mouth will always remain an effective form of marketing.
It is evident that you have posted something on social media because you like it, therefore there’s no need to like the post from the brand’s profile. However, you can always tell your employees and team members to like and share the content that you post. Employees can be really great brand ambassadors.
Be careful of what you are sharing and how much you’re sharing on social media. Maintain a checklist that will help you keep a track of what to post and what not to. Say for example, if you are about to launch a new product, you can post subtle hints in the posts, but posting too many pictures or information can ruin the product launch.
Ignoring relevant comments of your followers, especially the negative ones is a big no no in social media marketing. Negative comments are actually opportunities for the brand to engage with customers and get to know the real problems. Replying to comments will not only make an unhappy customer happy, but will showcase how your brand is proactive in resolving issues fast and serving customers.
Different customers have different opinions. It is absolutely not necessary for you to agree with everything they believe, but it is very important to be polite, especially on social media. You can’t take back what you said. The comments may be deleted, but the screenshots will always remain.
Automation has certainly increased efficiency, but has it proved to be more effective? Customers don’t always like a robot speaking to them. With automation, a certain personal touch is lost and customers may no longer want to communicate with the brand. Humanizing the brand is very important to make the engagement experience more relatable and personal.
A meaningful and engaging approach is what makes social media marketing successful for a brand. With several options to choose from, businesses have to to make the choice about tactics that can be employed and the ones that should be avoided. To know more about effective social media marketing, leave us a message and we will get back to you.
Research shows that 82% consumers trust a company more if they are involved with social media.
As most people are aware, social media is no longer simply a medium to meet new people and stay connected. With around 2,061 million Facebook users, 1,500 million YouTube users, 700 million Instagram users and 328 million Twitter users worldwide, the power of brands to connect with social media is indeed great. It helps in developing a personal bond with existing customers, generating new leads and also in increasing a brand’s visibility. Brands that haven’t invested in social media marketing yet, this is the right time to do so.
“As an entrepreneur, one of the biggest challenges you will face will be building your brand. The ultimate goal is to set your company and your brand apart from the crowd. If you form a strategy without doing the research, your brand will barely float-and at the speed industries move at today, brands sink fast.” – Ryan Holmes.
Before you launch your brand on different social media platforms, it is important to figure out why you want to do so and what is the end result that you desire. The plan needs to be researched, designed and strategized accordingly. Your plan of action should mainly focus on the brand’s sales goals, prospect goals, product awareness goals and customer experience goals. For example, if your brand is new, target social media platforms primarily with the aim of increasing product sales and product awareness. However, If your brand is already a well-established name but is going digital for the first time, then your social media strategy should focus more on customer engagement.
“Understand why you are different and how you help, recognise your target market, and give them something they might not even realise they are missing.”-Chris Murray.
Your target audience decides whether your brand will survive in the market or not. It is important to understand the need your brand fulfils and use the correct social media channels to attract the right audience. Conduct surveys and interviews to understand consumers and their needs. After identifying them, use the right kind of platform to influence them.
Once you have planned your strategy and defined the target audience, the next step is to optimize social media profiles on the correct platforms. Selecting the right social media platform is very important as the right platform will fetch maximum reach. For example, if your brand is targeted towards millennials, then platforms like Instagram and Snapchat will work wonders. On the other hand, if you are into selling B2B products/ services, then you should stick to channels like LinkedIn as it will get you the right kind of views.
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”-SueTzu.
Once the platform has been chosen, you should focus on how to implement your strategy. Get your content in place and develop a schedule accordingly. Create posts, contests and campaigns that enlighten and engage users at the same time. There are two important ways of reaching out to the audience, i.e, paid and organic. While organic strategies should mainly focus on spreading awareness and be more informative, paid strategies, like social media commercials should directly advertise the brand.
Measuring the performance of different strategies at regular intervals will help analyze what worked and what didn’t. On the basis of the results, you can determine the kinds of posts that work well and the most suitable time or day to publish your posts. For example, a motivational post might work better on a Monday compared to other days whereas an engagement post might work better on other days. There are various social media measuring tools and services that can help you keep track of how your strategy is faring.
Launching your brand on social media increases website traffic, creates a strong base of loyal customers, helps in brand promotion at a global level and helps in faster and more efficient communication. But, the most important thing is to do it right.
To know more the best way to launch your brand on social media, leave us a message and we will get back to you.