digital age infinity

We have always heard there’s nothing called a free lunch. And neither is there anything infinite in the real world. Maybe except the universe and stupidity, as Einstein mentioned.

But lets look at the term infinity from a marketing perspective. You never see a theater playing infinite number of movies; or a beverage shop with infinite bottles (though I know of people who dream of it); or a bakery with infinite supply of cakes. Infinity term does not exist in marketing.15% increase in sales, tripling the work force, hall capacity of 550 – Its always about a fixed number.

Or is it?Continue reading

marketers can learn from waiters

A couple of days ago, I was out with my friends for coffee. The ambiance was great and we set off chatting up about everything and anything. The waiter came up to take our order. While some of us ordered our lot soon, there were still confusions among some of us as to which was the better option on the menu. The waiter coolly listened to what each person was trying to order. After a minute, he took the liberty of explaining the differences between each drink and even suggested to the guys what they might like based on their preferences.Continue reading

The market is definitely global now. In order to communicate, you cannot just reach out to the majority – you have to reach out to everyone.

Creation of multilingual content is on the rise now, especially due to the presence of a global marketplace. 58% of Forbes 500 companies have multilingual websites catering to the global audience they hold so dear. In order to develop an international content marketing strategy it is compulsory to have content in regional and local languages in order to engage users on a deeper level.

 


multilingual-content-marketing

English is the second language for most of the internet audience, though its the most widely used language online (Chinese is expected to overtake English as the number one language online in 2015). Continue reading

Man and girl cartoon despicable me

Passengers of Train Number 12684, Bangalore-Ernakulam Superfast Express, Coach S3 would hardly ever forget their journey on 24th October 2013. And though for different reasons, neither would I.

Nothing special had happened actually. It was just another train journey; except the fact that the guy from seat 32 was seen typing away furiously on his laptop, even long after everyone else had fallen asleep. The same guy who had previously slapped a drunkard for making a nuisance in the coach.

Needless to say, the guy from seat 32 was me. The typing away furiously is the same reason you’re now reading this post, which I actually wrote in train. The second reason, was all thanks to the Karnataka Beverage Corporation’s donation to some retard who came all drunk in the coach and was disturbing a pregnant lady in my nearby seat, along with her kid.

The very same 5 year old kid, who is the central character of this blog post.

5 year old girl

After the hue and cry with the drunkard had died down and I had become some sort of a “Coach Hero”, we all were sitting and chatting away, getting to know each other. The uncle who runs a Chartered Flight Booking Agency, the pregnant lady who’s a school teacher (along with her 5 year old daughter) and the college kid who’s going back home were my fellow passengers.

As we were talking, I noticed the 5 year old little girl was pestering her mom regularly to buy a packet of Lays. At first the aunty ignored her but when the frequency of the pestering grew, she said a rigid no as the final judgment. But we know kids – they never have no for an answer. And that’s exactly when what the kid did, thoroughly impressed me.

As the next guy selling Lays came, the girl went and hugged the man’s legs tightly, chanting out to her mom her craving for the packet of air. No matter how much the guy or her mom tried, she just didn’t let go of him. End result – 5 minutes later she was sitting at the window, happily munching at her packet of air….uh… Lays.

I bloody hell work in the marketing field and even I have never been able to convince any client why he needs my services, as simple and as fast as that little girl convinced her mom to get her a pack of Lays!

Bollocks I tell ya. If it wasn’t against the law and common sense, I would have definitely hired that little girl as my Marketing Manager. And she wouldn’t even need a salary. Candies and Lays would suffice am sure 😀

In retrospect, the little girl actually did teach me an important lesson. Not just in marketing, but on basic human nature. One, she never gave up on her goal, even after being told a rigid no. So unlike us, who mostly give up something so very easily without giving it all that we got. Secondly, she knew the right method to get the deal sealed. She understood her client (mom), what would actually get her attention (holding on to the Chips-waala), what would question her ego (the people looking on) and then seal the deal on a mutually loss-less transaction which would result in both agency-client satisfaction (she got her Lays and mom her peace of mind).

And to think we people go for an MBA and still don’t get the basics right. Sheesh!

Man and girl cartoon despicable me

Maybe it’s the innocence, maybe it’s the purity of thought. But if we just look around, we can actually learn a lot by just observing the toddlers. It’s almost like they have full knowledge about their “Client”, know how well to do “Market Study”, understand what exactly gets into the heads (or nerves) of their “Target Audience” and develop a “Strategy” to almost always get their desired result. And with their attitude of I-will-get-what-I-want, there’s a thing or two to be learnt by Entrepreneurs too.

Ah well, am neither an MBA, nor a parent, nor a marketing guy by default. Just some observations by the guy from seat 32.

Image Courtesy - Despicable Me

Facebook e commerce

We live in times when actors play cricket, cricketers act as corrupt politicians, politicians watch porn in parliament and porn-stars become actors. No one seems to do what they’re actually supposed to. And still Twitter being down is considered to be a bigger tragedy than the National Economy being down. Aargh!

Somewhat similar is the case with Facebook I feel now. Wikipedia tells me its a “social networking service” but I have my doubts about it. Yes, for someone whose bread and butter is all about being on Facebook, am digging my own grave. But a man has got to do what a man has got to do. And that includes writing honest opinions.

Lets see Facebook from my eyes – a normal user plus a marketer. I enjoy my time on Facebook and also rack my brains on formulating strategies and run targeted Ad Campaigns for clients. Right from the moment I log into FB, am surrounded by all sorts of Ads. Right side Ads, Sponsored stories, Ads on my timeline, promoted posts, App Ads in mobile browsing….. the list goes on. Now, for a marketer, its good news – “Congrats mate! You’re ads are being bombarded on the audience”. Pfft. But as with all maniacs who’re mad about Social Media, I do too understand that’s exactly how it’s NOT supposed to work. But who’ll listen?

Now. changing my role from a regular user to that of being a marketer, I log onto one of the pages we manage and check its insights. BLISTERING STORM CHATTERING BARNACLES!!! Its all haywire. The post that was engaged by about 110 people, shows a virality of 1.3% and the post that garnered 4 likes shows a virality of 9.7%! Either the insights are totally screwed up, or I misunderstand the meaning of the word virality.

Facebook e commerce

And then you have the admin control panel. Where, once upon a long time ago you could see notifications and list of new likes by default, now you only see “Get New Likes” and “Promote Post”. I feel more like am being asked permission to be robbed than advertise as a marketer.

Moving on, I go ahead to promote a post in a client’s page since its something important. (Yes, I am mad enough to use the promote option ever since some guys over at FB decided to decrease the organic reach of page content from 80% to about 20%. I’ll kill the person who thought only about the financials of it). And then I get my third and final heart attack of the day. The minimum rate for promoting a post has been increased to INR 300! From 260 to 280 to 300!!

Reflects my blood pressure at the moment.

Literally too scared to move on, afraid it might ask for my bank account access next, I close the work for the day. And start thinking.

Yes, Mark Z also wants to make money. Yes, he also has bills to pay and salaries to give. But a product which started off as a Social Network has now lost all its beauty. Its more like a classifieds site now, with a secondary motive to act as a Social Network. At times I feel better staring at the Classified page of the newspaper than the Facebook Home screen. At least no one offers me an iPhone 4S for 95% discount here 😐

Facebook might as well be named the best E-Commerce site out there yet. As for what they’re selling and what’s their product? I leave it to your imagination….

facebook cartoon