Society of digital Agencies annual Digital Marketing Outlook Survey. This provides the digital marketing outlook for 2013. There is a wealth of information on consumer markets, digital marketing budgets, innovations happening in digital space & others. As the internet penetration is increasing along with online commerce, companies are shifting towards digital marketing & also to increase their visibility.
With the booming of online shopping in India, eBay India has launched integrated brand campaign aimed at giving a push up to the Ebay India brand in the Indian online shopping space. Several new comers in the field like Flipkart, Jabong, Snapdeal & others have been runnings TVC for quite some time. TVC’s show people wanting to purchase a product & is being told by another about the great deals on Ebay India. Want it, Get it is the theme of the promotion. Ebay is one of the oldest entrants in Indian online shopping space.
Indian online shopping market has been growing rapidly & they are making great strides in tier-2 & tier-3 cities. Online shopping offers the convenience of variety, price & easy shopping. With different kinds of financing options, online shopping is becoming a big industry.
Pepsi’s ‘Oh Yes Abhi’ campaign is a new campaign of Pepsi in India featuring Ranbir Kapoor, Mahendra Singh Dhoni and Priyanka Chopra. It captures the new face of young India, which wants to do things right now. This went on air from Feb 1st. This is the first marketing initiative of Pepsi this year & this is created by JWT India. It has been shot in different locations like cricket stadium for Dhoni, crowded mumbai street & others. This concept is of living in the moment. Digital media like facebook, twitter, websites have also been used to promote the campaign.
Pepsi Oh Yes Abhi Website
Facebook Pepsi India
Twitter Pepsi India
Microsoft’s Scroogle is an anti Google campaign targeting its pay to rank shopping practices. On the website it is given as “when you limit choices and rank them by payment, consumers get Scroogled”. Recently there was another ad campaign from MS called Bing it on targeting search results. There is also PDF docs in the website showing the respective search site’s position. One can also submit their stories on bing’s facebook page.
VW’s Jetta TSI youtube Testdrive campaign on youtube. This is a creative marketing strategy by VW to communicate about the product. One can ask question about the car & there are video replies to it. There is also like button for videos & can be shared. Also one can book the test drive for the car. VW has been at forefront of creative marketing in India & this helps brands connect better with the customers & also helps increase brand visibility.
Fans are Forever, a Havells Fans TVC, features yesteryear’s Bollywood superstar Rajesh Khanna. The TVC begins with Fans kya hote hain…mujhse poocho. From Shock Laga to Wires that don’t catch fire, Havells advts have become the talk of the town. Now with this advt, Rajesh Khanna is making a comeback appearence after a long break. The TVC ends with Mere fans mujhse koi nahi cheen sakta. This is also his first TVC. This is a great advt for fans & helps in establishing a good rapport with buyers. The element of nostalgia found in the advt helps users identify with the product. Brands are trying to differentiate & to beat the competition, advertisements are getting creative by the day.
Hero Billion Voices shows the role of crowdsourcing in Advertising. Users can sing the Heroes song & shoot a high resolution video of it & upload the video. Those selected will have the opportunity to participate in TVC. The Heroes song is about facing the fears big or small or pushing yourself beyond. Hero Billion Voices mobile app is also available on Android & Apple’s mobile app store. Facebook & twitter is also playing a major role in this concept. This is a very creative method of advertising & use of crowdsource in advertising. Several companies are using this new idea in advertsing. Several videos have already been uploaded. With the rise of internet & social media, it has made possible to use this concept.
Staples’ “Wow! That’s a Low Price!” has earned the dubious distinction of Absolute Worst Advt in America in a poll conducted by the Consumerist. This ad has garnered a high percentage of negative comments in most of the forums, blogs, discussion groups & others. The guy yelling makes one to mute the TV. Companies should do a user testing before launching the Ad. Even though the ad conveys the message of low prices, the way it is shown gives a bad impression for the consumers about the ad.
