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45 Tools Online Marketers Use & How you can Use it too..

OME Community September Meet up brought to you by Web Marketing Academy
Come join our monthly meet ups in Christ University, where we share tips, tricks and how to’s of Online Marketing. Over 450 active online marketing enthusiasts discuss and share tips
OME Face book page
Pictures of September Meetup : http://on.fb.me/rr0Hgx
1.       Welcome note: Swati
2.       Introduction: Suresh Babu, Founder WMA, OME Community
3.       35 Tools Online Marketers Use & how you can use these tools: Suresh Babu
4.       11 more tools: Shartaj
5.       Questions – Answers
6.       Visibility magazine goes to top participants
7.       Group picture & Adios!

Questions-Answers

Q: How are Google Insight & Google Trends different from an average Google search?
A: Google only gives results in form of websites with those keywords. The others help analyze, research & gain additional knowledge.
Q: Does Google Insight give demographic data?
A: Yes it does. If the domain name is given under the website option, then demographics are shown.
Q: How reliable are the Google tools?
A: They are close to accurate; It takes data used by users who have entered their details
Q: Can I customize my Ads, as per my requirements?
A: Yes. Exactly as per requirement depending on product, timing, geographical location, revenue, discounts & target market.
Q: What is the customer psyche on seeing same ads in separate websites? Can I use this technique for my Ads?
A: Trying & testing on different websites needs to be done to see how the Ad performs in separate sites. Tools like website optimizer or A/B testing could be used.
Q: During retargeting, or offering something on a discount can I enable/customize it based on time or give it a time limit
A: yes. It can be done
Q: Can we us Google Insights with filters of the type of Muck Rack?
A: Yes
Q: Isn’t Spy Fu an infringement?
A: No. It takes data that websites offer openly
Q: From where does Archive.org get the data? What is its source of income?
A: They have internal archives & libraries
Q: Google Trends Vs Google Insights?
A: Google trends: day to day activity; exact data; has data for 3 countries-US, UK & India
Google insights: overall analysis

Sales is not Marketing!

Posted by on Jan 28, 2015 in Resources/Library | 0 comments

During my days in BBM I had to choose a specialization of either Finance, Human Resource or Marketing in my final year. I wanted to choose marketing, but a lot of my friends and family  told me not to! They said it’s like a salesman job where I had to go from one house to the other and sell products, so they insisted that I take Finance or HR. But as you might have figured out by now, I followed my passion, took up marketing.

I want to start by defining the term Marketing. Marketing is the action or business of promoting and selling of products or services, including market research and advertising, not just being a salesman. To sum up people have a wrong notion about marketing, they think it’s a very small field, related to selling but trust me it’s not! Marketing is a vast field, it’s one of the oldest things that started, because as long as we have a product to sell Marketing is something that will never end. This could also mean that Marketing is a field that will never die.

The field requires decision-makers, creative people, people who are good with numbers, people who can manage all this, a Public Relations Expert because even that matters, and without marketing the right way one will never achieve the goals, so the field also requires strategists. This means that there’s a lot of jobs available in the field of marketing, it’s a field that will never die, and it’s a very Very VERY vast subject. And now that we have entered the age of Digital Marketing, it could be the end of door to door Salesmanship so no worries!

As you can see Marketing is not all about selling, one of the end objectives could be sales but it’s not the only one. For start-ups it could be awareness, for small scale it could be looking for investors, etc. which means that it basically all depends on the Senior management or decision makers to set a goal they want to achieve, or what they want to get out of this Marketing campaign.

There are four steps when it comes to the process of Marketing (be it offline or digital), which are:

  1. Goal Setting
  2. Analysing the current situation
  3. Creating the marketing strategy
  4. Execution and monitoring

Under each of those above steps there are a few more. So basically there are Decision Makers and Senior management involved in the 1st step, Research team in the 2nd step, Creative minds in the 3rd step and finally Managers who can make sure that it is being executed and monitored.

About half a decade ago, when Digital Marketing was almost unheard of in India. So people stuck to Traditional Marketing like TV, Radio, Newspaper, etc which needed a lot of budget and which could not be tracked or analysed to see the outcome of that marketing strategy. But with Digital Marketing not only are the budget minimal but you can also track it and analyse it and find out who came to your website, who bought what, what they are interested in, did your marketing campaign work? Etc.

Digital Marketing is the next big step in the vast world or Marketing. There’s SEO, PPC, Social Media, Mobile, E-Mail, etc. Since it’s a vast subject, I’ll write about it next week, so stay tuned.

 

About the Author: Aditya Gupta is the Social Media Specialist and content-writer in Web Marketing Academy.

#UnLearn Digital Marketing Meetup, Bangalore – Tools & Tips

Posted by on Jan 27, 2015 in events by web marketing academy, Inbound marketing certification 2013, Resources/Library, WMA Alumni, WMA Students | 0 comments

As promised … continuing from the previous blog post #Unlearn Digital Marketing Meetup, Bangalore – Takeaways for Me & You, here are the tips and tools from the panelists at the meetup.

Digital Marketing Strategy

Always start here.

Figure out your current cost of customer acquisition (CAC). Measure the customer lifetime value (CLV). Marry metrics with your website analytics and build a strategy that focuses on long-time revenue. (PS: The focus is not on ecommerce here.)

Test small. Measure and then scale.

Embrace mobile coz’ that’s where the future (and present) lies. Ramp up on Mobile Search and Mobile SEO. Check out tools such as Microsoft App Studio for quick mobile apps.

Market Intelligence

Apart from your own research on Google, social media, domain authority websites and industry reports, you can also check out:

Conversion Optimization

Do you know companies are hiring specialists for conversion optimization? With the rise in advertising costs, the best way to balance the equation is increase conversion rate. That’s done by executing, testing, measuring, analyzing, rejecting and optimizing content, strategy and marketing channel utilization.

  • A handy tool com – to fine tune your landing pages and calls to action by analyzing the most prominent elements of your design.
  • Find out when your target audience is most available and run campaigns around that period.
  • Implement user session recording tools to understand user behavior on websites.
  • Always segment traffic.
  • Leverage Google AdWord’s Display Planner to explore placements for targeting.

Whether you use Google, Yahoo or Bing, Google DoubleClick or Adroll to run your PPC campaigns, you must test your ad creatives and campaigns for relevant CTR.

  • BoostMedia: A powerful platform to source, manage and optimize paid search creative among other things.
  • Landing page optimization is a must if you want clicks to turn into conversions. Some good tools and sources for the same are:
    • Optimizely – optimization platform for websites and mobile apps.
    • Unbounce – an awesome resource for landing pages. My personal favorite as well.

Web Analytics

There is of course Google Analytics. Other platforms include:

  • Moz Analytics
  • KISSmetrics
  • Mixpanel
  • Buzzstream
  • Microsoft Excel (Don’t snicker! Most people who don’t like Excel don’t know how to use its advanced features.) Use the pivoting feature of Microsoft Excel to create beautiful visuals from your analytics data. Visuals map complicated numbers into charts and graphs for easily understood, valuable insights. CXOs love them!

Social Media Tools

This is far from an exhaustive list and there are some amazing tools out there. But the names that came up at the Meetup include:

  • Followerwonk – Twitter analytics.
  • Snip.ly – content sharing tool that also allows branding and call to action.
  • GPlusData – for Google+ trends and statistics.
  • Gramfeed – Instagram photo feed on the web.

Content Development Tools

Marketers are often called upon to create content. Knowing the right tools help.

  • Canva – Quick online design tool for slides, image overlays, flyers, brochures, and more.
  • Appear – Quick video conversations without installing any client or creating logins. Great for capturing video interviews randomly for your business.
  • Twilio – Another great communication tool with recording options.
  • GhozyLab – Easy Media Gallery Pro for WordPress.
  • PicStitch – App to combine pictures into one frame.
  • Color Splash – Image editor app with amazing results. Seriously!

Other Resources

It’s a good idea to check these out:

This list is actually endless so I’ll just stop at the panelists’ recommendations. Please do share your own tips and tools as well!

Till we meet again on WMA pages, adios!

 

 

About Monica

Monica is a digital marketing enthusiast, blogger and technical writer. She has helped small businesses with content development for over 5 years and is now extending the value with online marketing. Her goal is to introduce more businesses to this exciting and profitable marketing medium. She is a regular blogger for WMA.

Connect with her on Linkedin or Twitter for digital marketing assistance or to say hello!

#Unlearn Digital Marketing Meetup, Bangalore – Takeaways for Me & You

Posted by on Jan 27, 2015 in events by web marketing academy, Life @WMA, Resources/Library, WMA Alumni, WMA Students | 0 comments

The usual jam-packed, sluggish movement of Bangalore traffic on Thursday, January 22 didn’t dampen my spirits for a change. I was too excited about the #Unlearn Digital Marketing Meetup at Christ College that I was on my way to attend. The meetup, arranged by Web Marketing Academy (WMA), had professors and post grad students coming in from Dublin City University (DCU), Ireland. I was super curious to learn from this elite group of digital marketers.

The event took off with a quiz on digital marketing. I didn’t know a lot (yes, I am ashamed) but there were others who kept winning chocolate goodies. Impressive! The audience included people from companies like HP, entrepreneurs, and dreamers (“quitters” is certainly not the term) who’d left their jobs to explore new opportunities, WMA students and alumni.

WMA and DCU at digital marketing meetup Bangalore

WMA and DCU faculty and students at the Christ College meetup

Networking to learn and bond

As is the culture at WMA, Suresh (founder & CEO of WMA) got everyone on their feet to introduce themselves and reach out to someone outside their circle. I was lucky to meet Corinna Hardgrave, student at DCU, accomplished content manager and food writer for Sunday Times. Had a nice chat with her and exchanged experiences in the content space.

Networking at #Unlearn Digital Marketing Meetup, Bangalore

Networking at #Unlearn Digital Marketing Meetup

About Ireland and Digital Marketing education

This was followed by a session by Professor Theo Lynn, Business Innovation Platform Director at Dublin City University, where he introduced the audience to many amazing facts about Ireland and its key role in the world economy. Did you know that 60-70 percent of Irish students reach University level? The country offers free education up to graduation to its 4 million people and a subsidized fee for post graduation! If I could get dual citizenship …

He also talked about the postgraduate degree in Digital Marketing offered at DCU. If you’re interested, check it out. Professor Theo did warn that 35 percent of students don’t make it to the end coz’ it’s just… well, tough. But the knowledge and training the University imparts to students sounded truly inspiring.

Professor Theo Lynn on digital marketing

Professor Theo Lynn’s address at the Meetup

Debate and discussion – on the panel

There was a panel discussion that ran till 4pm, after which everyone had to disburse but not without hearing opinions, getting valuable suggestions and ideas from the panelists. On the panel, we had faculty from DCU, Professor Theo, Suresh, Arnab Ganguly (Digital Marketing and Analytics – Tesco Group Companies) and Ashwin Ramesh (entrepreneur and marketer).

Panelists at Unlearn Digital Marketing Meetup, Bangalore

Debate and discussion in the panel

Since it would be too selfish to keep the learning to myself, I’m sharing them with you.

#1. Know your marketing fundamentals.

Digital marketing is fast evolving as are the tools and technologies around it. Though digital marketers need to keep up, understanding the basics of digital marketing – the same as marketing fundamentals – help to keep you focused. You should know the goals of marketing, have a deep understanding of your customers as well as the strategic factors behind successful marketing campaigns.

#2. Learn the why and what of digital marketing elements.

It is important to understand the internal mechanisms of elements we base digital marketing strategies on. For example, how does Google work? How important is PageRank to SEO? Did you know a PR1 backlink is 200,000 times more valuable than a PR2 link? What’s behind Facebook’s constant innovation? Why is a Google+ presence recommended?

#3. The dynamism of digital marketing makes people redundant. True or False.

Ashwin Ramesh denied this stating that there’s a move towards specializing of roles rather than elimination. Professor Theo empathized with traditional marketers, especially 50-65 year old marketing veterans in the west, stating that they are the ones at most risk. He also touched upon cross-border competition from India.

#4. Start small, succeed and scale.

The advice of all panelists for small businesses was to start small. Pick one digital marketing channel, test it, measure and analyze the ROI. If it’s successful, scale up. Don’t lose focus by jumping on to multiple marketing channels at once.

#5. Don’t aim for short-term wins. Not shortcut to success.

Professor Theo’s advice to digital marketers in India was to be proud of who we are. Don’t focus on short-term success but on repeatable and sustainable growth for customers. “Sell your smarts” is how he put it. Think about your customer at all times. Don’t risk penalization for instant results.

#6. Email marketing is still as strong as ever.

Email marketing is at the forefront when it comes to ROI. Whether B2B or B2C, businesses around the world are using emails to engage customers and generate leads. Of course, the trick is to do it right. How do you provide the perception of value and get people to comply with your request? It’s about hitting the right persuasion points.

#7. It’s always H2H.

Suresh’s message to all digital marketers was not to get lost in tools and technology. The key to successful marketing lies in understanding humans. His goal at WMA is to change the mindset of students, help them move away from B2B and B2C to H2H (human to human).

#8. Don’t neglect mobile.

Professor Theo’s recommendation to the Indian digital marketing community was not to take mobile lightly. His observation was that mobile marketing has still not gained traction in India. Be it mobile apps, mobile websites or mobile ads, there is a huge opportunity to engage with people on the mobile space. Understand it well and leverage it for greater reach and revenue.

There were also some tools and tips that the panelists shared with the audience but more on that in the next blog. Hold your horses!

 

About Monica

Monica is a digital marketing enthusiast, blogger and technical writer. She has helped small businesses with content development for the last 5 years and is now extending the value with online marketing. Her goal is to introduce more businesses to this exciting and profitable marketing medium. She is a regular blogger for WMA.

Connect with her on Linkedin or Twitter for digital marketing assistance or to say hello!

 

“CHICKEN DIGITAL MASALA”

Posted by on Jan 14, 2015 in Resources/Library | 0 comments

“CHICKEN DIGITAL MASALA” –  SEASON 1

Chicken-digital-masala

 

 

You’re probably trying to wonder what the title means?…. Let me get straight to it, this is a blog series that I’m publishing on how I feel, ‘Digital Marketing shares its symphony with Cooking’. I’m a huge foodie and I love investing any spare time I get into cooking. I hope this blog helps in capturing the digital marketing concepts and hopefully provides the confidence for you to go out there and try your hand at preparing an excellent tandoori chicken.
EPISODE -1-

The tandoori chicken dates back to almost a century ago and was born in an Indian restaurant, The Mothi Mahal Delux Group. That’s the reason why every non-vegetarian-Indian savors this precious dish so much. It forms an unbreakable bond between the human eyes, your tongue and that earthly smoked chicken. If you’re a #Tandooratarian  you’ll know exactly what I’m talking about. Let’s start than shall we!

RECIPE:  Every great Tandoori Chicken dish involves a simple recipe for its success. The recipe simply involves freshly procured chicken, not frozen, with simple but loud aromatic ingredients like ginger, garlic, red chili, salt, cinnamon, cloves, bay leaves, yogurt and turmeric. Make sure the chicken is fresh and the ingredients too.
DIGITAL RECIPE: Just like how you don’t want to stray from the basics of cooking a good meal, the same applies for Digital Marketing. Not everybody needs to go all out on their spice rack when it comes to advertising digitally. If you don’t seem to have the access to the budget sometimes, organic and original ideas will always fetch you results.

  • Simply get to know what the people want & find what they want to hear from you? It’s the social age of the digital phase.
  • Never shy away to communicate, there’s nothing to lose.
  • Send messages to them on channels they most prefer, don’t be picky, use what others use for your own good.
  • LISTENING = BUILDING GREAT TRUST
  • Always keep them engaged and you’ll reap your benefits, just like how the tandoori chicken takes time to cook and char to beauty.

That’s the end to the first episode of “CHICKEN DIGITAL MASALA”, like they ‘say start slow but make it count’ and my blog is going to follow the same principle, stay tuned for the next episode to uncover another cooking tip and its symphony with digital marketing.

Actor Kevin Spacey on Story Telling ( Content Marketing )

Posted by on Jan 1, 2015 in Resources/Library | 0 comments

Learning from the Flipkart Big Billion Sale – A Case Study (Part 2)

Posted by on Oct 30, 2014 in Digital Marketing Case Studies, Resources/Library, WMA Students | 0 comments

Continued from Part 1: A discussion of Flipkart’s Big Billion Sale

TOI article on Flipkart Big Billion Sale

TOI: Flipkart’s Big Billion Sale raises questions

Redemption for Flipkart?

Flipkart may have received a billion hits on its website on October 6 but it also sent many people into the welcoming arms of competition such as Amazon and Snapdeal! Snapdeal reportedly made $600 crore the same day! Amazon rolled out its Diwali Dhamaka Week with aplomb.

Let’s say Flipkart wins back its loyalists. How about first time visitors? Will they want to come back after their arduous shopping experience?

Flipkart has furthermore invited the wrath of players including Samsung, LG and Sony. Not only are they suspending fresh sales to Flipkart for the unrealistic discounts it offered but are also considering legal action for “predatory pricing.”

Our take – We, the consumers

When the WMA group was challenged to come up with a solution for Flipkart to win back the trust of customers, I noted a speaking trend. After half-hearted attempts at proposing redemptory measures (such as giving away gift vouchers and discounts) for Flipkart, most students went back to berating the brand. Clearly, the resentment and disappointment at India’s homegrown ecommerce website won’t shake off easy!

Suggestions included:

  • Better traffic management: Flipkart should have learned how to handle huge traffic from older experienced websites such as www.irctc.co.in. (Though IRCTC users have their own tales of woe!)
  • Greater inventory control: The logistics and operations could have been managed to avoid misleading price tags and stockout.
  • Managed sneak attempts: Flipkart team should have constantly monitored big billion day searches happening on the day to detect directs to the Amazon page. Amazon apparently bought the “Flipkart” keyword for the day along with the domain name “bigbillionday.com.” Flipkart should have taken necessary actions to stop this or at least turn the attempt around. (Of course, Flipkart proved itself incapable of managing the traffic that came its way despite this … but that’s another story!)

Differing thoughts

Intriguing questions also came up:

  • Was the fiasco over-publicised? Flipkart messed up. Sure. But was the aftermath overblown by news sites owned by competitors? (Hmm… food for thought. But Sanjay and Binny Bansal apologized so they must know things went wrong.)
  • Was the goal increasing Gross Merchandise Value (GMV)? High discounts would be compensated by the low cost of customer acquisitions. Was that Flipkart’s objective?
  • Could the sale have been a deliberate blooper? If Flipkart’s objective was only to increase awareness and visitors exponentially, it succeeded.
  • Invite government vigil? Flipkart has been under the regulatory scanner on and off. The Big Billion Sale highlighted the need to regulate ecommerce further. Was Flipkart trying to spread attention to competitors before their Diwali sales rolled out?
thoughts on flipkart's big billion sale by WMA

Whiteboard shot: Penning thoughts on the Big Billion Sale

Despite suggestions made, nobody believed Flipkart could make adequate amends after its Big Billion Blunder. (Here’s an opportunity for #Flipkart to turn the tables and confound us all!). At the same time, 80% believe Indian memory is short and good deals are all we care about. Flipkart’s faults could soon be forgotten.

What’s your take on Flipkart’s Big Billion Sale? Are you still a loyal customer or did the damage run too deep?

By the way, do check out WMA’s podcast on the Big Billion Sale on FIR.

Disclaimer: These are only our opinions and point of view. The goal of the exercise was to learn some lessons from what happened and discover how students would think and act in similar situations.

About Monica

Monica is a digital marketing enthusiast, blogger and technical writer. She has helped small businesses with content development for the last 5 years and is now extending the value with online marketing. Her goal is to introduce more businesses to this exciting and profitable marketing medium. She is a regular blogger for WMA.

Connect with her on Linkedin or Twitter for digital marketing assistance or to say hello!

3 Simple Tips for Social Listening

Posted by on Oct 30, 2014 in Resources/Library | 0 comments

They are all talking about you, but are you listening?

What is Social Listening? Reasons to adopt Social Listening.

Social ListenLike the famous saying in music “It’s out there in the open, all around us, all we have to do is listen.” Today when we are amused by something we go post on Facebook, when we are irritated and want to complain we turn to twitter and when we want fashion tips and advice we quickly access Pinterest. What all this has contributed to is, Social Media becoming a vital tool where we can track habits, dislikes, likes and preferences of customers.

Look at the present scenario, when you browse your Facebook newsfeed, you would come across your friend’s post on some really cool or funny video of a company or individual, if you go to Instagram you’ll see your followers show of their new branded shoes or clothing and when you move to Twitter there’s someone always complaining about a company’s service. All this is a gateway of communication, created by your potential users and customers. What may look as very intimidating in the beginning could turn out to your advantage, if you did the right things?

So what is Social Listening? #SocialListening is not just replying to Facebook messages, or @messages on Instagram or hastags on Twitter. Social Listening goes beyond all these mediums and criteria’s. It’s monitoring a comprehensive set of keywords that are associated with the conversations about your brand.

Reasons to adopt:

1. Help create better goals and objectives.

If you’re constantly tracking your customers then you will be able to predict their next move or where they will go next. If you are able to supply the needs and wants then this will help in overall objective of your social media efforts. Make sure to use this information from social listening to your advantage and help position your product, services or your brand better.

2. Engage with your potential customers.

When you’re monitoring your customers constantly, their reviews, comments and conversations then it will be an easy task to come into the picture and help your customer when he needs you. With a particular customer need will come a suitable and satisfactory solution from you. Make sure all queries are answered no matter how silly and make the conversation fitting and welcome participants.

3. Look out for competition.

What all of these activities provide is, what your customers are thinking about you, but a major contribution it provides is, that about your competition. You can hear what they are talking about your competitors, what they are doing really well, what they are lacking out on or doing wrong, what they love or hate about your competitor’s product etc. Take all this info and create a strategy that ultimately benefits you.

Flipkart Big Billion Day – Podcast For FIR, by Web Marketing Academy

Posted by on Oct 25, 2014 in Digital Marketing Case Studies, Podcast, Resources/Library | 0 comments

Flipkart Big Billion Day – Podcast For FIR, by Web Marketing Academy

flipkart bbday pic

In the month of October 2014, after the Big Billion Day, Flipkart Sale, our students at WMA, discussed the situation and had a session on learnings from the sale. We have documented and discussed the case study in our class, Monica will publish the case study in the next few days.

We recorded some of the highlights from the session and send it to FIR Podcast Network. (For Immediate Release Podcast) For those who are not familiar with FIR, I strongly recommend FIR for useful, latest  Digital & Social media news for Communicators, PR professional, Marketers and Educators. They have several podcasts on Education, PR, Branding, LinkedIn Conversation and much more.

This Podcast is recorded specifically for FIR. Our Recording was played in Show :Here is the link to the podcast: Click on the play button to listen to the podcast

The Hobson & Holtz Report – Podcast #777: October 13, 2014

flipkart bbday pic5

Learning from the Flipkart Big Billion Sale – A Case Study (Part 1)

Posted by on Oct 22, 2014 in Digital Marketing Case Studies, Resources/Library, WMA Students | 0 comments

Disclaimer: These are only our opinions and point of view. The goal of the exercise was to learn some lessons from what happened and discover how students would think and act in similar situations.

Part 2 & other takeaways in this link

October 6, 2014 saw Flipkart make Rs 600 crore as a result of its “Big Billion Sale”. The brand also made news for a lot of wrong reasons – amplified disastrously on social media. Flipkart’s proposed 24 hour sale sold out in a mere 10 hours even as the website gave out and orders got cancelled. But the worst were the price fluctuations and jacked up pre-discount costs.

One tweeter summed up customer sentiment aptly, stating “among the billion things #Flipkart sold that day, one was its credibility.”

The Flipkart fiasco held an enthralling quality that invited debate in business classrooms, with a fun impromptu session at WMA as well. Digital marketing students and faculty congregated in the conference room to brainstorm on Flipkart’s mistakes and propose improvements. Amidst the vociferous ire of the many Flipkart (maybe ex) consumers in the room, interesting points were made, stuff that begged a blog post!

debate on flipkart big billion sale

Snapshot from WMA Conf Room

Record sales and an apology – too little too late?

Why does a business that’s just collected $600 crore sales in a single day have to send out a letter of apology the very next day? Because  the Flipkart sale was a mess from the start! Some highlights:

  • The sale kicked off before the announced time – stocks were out even when people logged in at 8am.
  • Discounts offered on newspaper ads proved misleading.
  • Servers crashed, HTTP 404 abounded.
  • Worse, prices fluctuated between MRP, discounted price, and jacked up pre-discount rates.
  • “Out of stock” and “Sold out” were the highlights of the day.
  • Confirmed orders got cancelled in hours.
  • Flipkart ended up doing Amazon and Snapdeal a great favor.

 

Big Billion Sale tweet

Social bashing: One Flipkart customer on Twitter

If you don’t know what this is about, check out the social media bashing Flipkart received through the day. Search on #flipkartsale and #flipkart on Twitter and Facebook.

flipkart tweet from customer

Social bashing: Another disillusioned customer

But more to the point, did Flipkart’s apology salve its reputation or appease consumers? No. Did the 7 year old e-commerce company believe excuses and explanations would help? It just made them look worse and their competition a lot better.

What Flipkart could have done right

Without doubt, Flipkart underestimated the traffic the Big Billion Sale would drive by a HUGE margin. While the e-commerce company went overboard with digital and traditional marketing, it did a bad job predicting sales. While Indians are no stranger to infrastructure failures, the hardest thing to forgive will be the order cancellations and disillusionment from misleading discounts.

Tweet from frustrated customer

Social bashing: Customer frustrated with Flipkart servers

What were Flipkart’s mistakes? Some thoughts from WMAites:

  • Advertizing the sale everywhere like crazy – should have targeted existing consumers with email marketing and earned loyalty and referrals.
  • Not preparing for an unprecedented high in traffic – should have over prepared logistics, inventory and infrastructure in keeping with the marketing reach.
  • Started small – could have opened sale for specific product categories only.
  • Not touted unrealistic discounts – under promise and over deliver should have been the mantra not vice versa.

Also in the bid to sell at lowest prices, Flipkart may have inadvertently created warranty hassles for customers by procuring from unauthorized channel partners. That’s going to bite Flipkart some more!

  • Extended the sale window – run the sale for a week instead of a day since it covered all categories.
  • Prevented insider hoarding – blocked employees’ participation and prevented “out of stock” situations at sale commencement.
  •  Learned from earlier mistakesservers crashed even during single product sales (Xiaomi Mi3 and Moto E). What did Flipkart learn? Nothing.

Listen to the Big Billion Day podcast from WMA on FIR.

Continued in Part 2

 

About Monica

Monica is a digital marketing enthusiast, blogger and technical writer. She has helped small businesses with content development for the last 5 years and is now extending the value with online marketing. Her goal is to introduce more businesses to this exciting and profitable marketing medium. She is a regular blogger for WMA.

Connect with her on Linkedin or Twitter for digital marketing assistance or to say hello!

Pay Per Laugh: Traditional Art Meets Modern Technology !

Posted by on Oct 19, 2014 in Resources/Library | 0 comments

Pay Per Laugh :)

Pay Per Laugh

Credits: PhotoDirect. facebook.com/photodirectindia

Follow up on last week discussion on Flipkart in our WMA Class, the Digital Marketing Students recorded the podcast and send it to FIR (For Immediate Release) podcast, where Shel Holtz & Neville played the recording in their The Hobson & Holtz Report – Podcast #777 while our students listening to the show, they came across Pay Per Laugh in their show and did some research on Pay Per Laugh and came up with this blog post. Thank you Shel & Neville

It’s no joke that governments increase taxes once in a while and when they do people get disappointed for a few days and get along with it. Rarely do we see people standing up and do something so innovative, different and unique that they manage to turn the governments’ policy other way round and make it an advantage for them and achieve more than they could have thought of, and something that their government would have never expected.

Recently the Government of Spain increased the tax on theater tickets from 8 per cent to 21 %. Because of this setback, audience numbers went down a whopping 31% in just one year.

This sparked something innovative and out of the box! So instead of doing nothing and getting along with the new policy, the independent comedy theater company Teatreneu decided to look at this situation with humor and invented something new and creative along with the advertising agency The Cyranos McCann called “Pay Per Laugh”!

Pay per laugh was an experiment / project where people are charged based on how many times they smile or laugh while watching the show. What they did was, they attached a tablet to the back of every seat and created an app with facial recognition to count the number of times people laugh during the show. One laugh is charged at 0.30 euros or Rs. 23  with a maximum charge of 24 euros or Rs.1,883  that is 80 laughs. Which means that the entrance to the show is totally free and you pay only for the number of times you laugh, if you are capable enough not to laugh then you don’t have to pay anything! But imagine sitting there with the crowd and trying to control your laugh while everyone else around you are laughing their pants off – it would be kind of impossible! Anyway at the end of the show, people can check the number of times they have laughed on the tablet and then pay, and they could even share it on social media.

Due to this new and unique system the average price of the ticket increased by 6 euros or 470 rupees! This news was covered by a lot of national media channels that produced more than 35% of increase in the number of spectators. A mobile phone app was also created as a mode of payment, and the theaters first season ticket was based on the number of laughs and not the number of shows.

And the result ? Each pay per laugh show produced 28,000 euros or around Rs. 21,95,000 more ticket money than was normally taken! Which is a huge breakthrough!

In the end, their tagline says it all – “The first comedy theater where you only pay for what you consume!”.

Video: http://vimeo.com/97708026

About the Author: Aditya Gupta is a student & Intern in Web Marketing Academy.