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Tag: Advertising Strategy

  • How Is Adidas Different From Its Competitors | Adidas Marketing Strategy

    Adidas, the second-largest sportswear manufacturer in the world, is a German Multinational corporation founded by Adoft Dassler. Adidas is mainly a sportswear manufacturer with the categories of clothing, shoes, and other accessories.

    Looking at the beginning of Adidas was started in a house owned by Adolf’s mother in 1924. Later, Adolf’s elder brother, Rudolf, also joined him, and they named it “Gebrüder Dassler Schuhfabrik,” which simply means Dassler Brothers Shoe Factory.

    A few years later, because of some major conflict between the brothers, the company split, and Adolf created Adidas, while his brother created the biggest rival of Adidas- Puma. Sounds interesting, right?

    Adidas is widely known as the largest sportswear manufacturer in Europe, but on a global basis, it is beaten by Nike. Headquartered in Herzogenaurach, Germany, Adidas has its chairman, Thomas Rabe, and its current CEO, Bjørn Gulden. The brand manufactures the product category of footwear, sportswear, Apparel, equipment, and toiletries.

    We all have heard a lot of things about Adidas, but the marketing strategies of the brand are known by very few. Adidas is brilliant when it comes to marketing, and no doubt, the company has established one of the strongest positions in the global market. Moving forward, let’s get started with Adidas’ marketing strategies.

    Marketing Strategy of Adidas

    Key takeaways from Adidas Marketing Strategy
    STP (Segmentation, Targeting, and Positioning) of Adidas
    Major Marketing Campaigns of Adidas
    Covid-19 Marketing Strategy

    Marketing Strategy of Adidas

    Adidas’s marketing strategy is what makes it the best of all. Adidas is known to have the strongest establishment in the global sportswear manufacturing market, other than its American rival, Nike.

    We have briefly discussed all the aspects of Adidas’ marketing strategy, which are mentioned below. Adidas has built up great competition for the companies in the market, leaving them with the only choice to stand out of the race. Adidas’ target markets are athletes and the 20 to 30 age group while also fostering connections with the 13 to 18 age range, acknowledging them as the future generation of prominent athletes. This dual approach ensures a comprehensive engagement with current and upcoming sports enthusiasts. Adidas USP is its comfortable and lightweight sportswear, as well as its innovative technology and design.

    4Ps of Marketing of Adidas

    Product

    Adidas, renowned for its athletic footwear, is the second-largest sports shoe brand globally. Notable shoe models include the Adidas Superstar, acclaimed for its basketball performance and casual appeal. The Adidas Stan Smith is a minimalist and functional choice for tennis players. The Adidas Samba, originally for soccer, became a stylish option. The Adidas Ultra Boost series is lauded as an ideal running shoe for exceptional comfort and energy return. Beyond footwear, Adidas offers a comprehensive range of sportswear accessories and has even ventured into perfumes and sports equipment.

    Price

    Adidas employs competitive pricing for regular products, considering rivals like Nike and skimming pricing for cutting-edge items. Targeting high-end consumers, Adidas justifies premium prices with superior quality, reinforcing a perception of exclusivity. However, this pricing strategy makes Adidas products less accessible to the general public, leading to the prevalence of cheap imitations in some markets. While this elitist image enhances the brand’s appeal to its target clientele, it also turns Adidas into a status symbol rather than just a preference for quality.

    Place

    Adidas implements a comprehensive place strategy with 198 stores in the U.S., excluding New Mexico, and over 1990 concept stores globally. California leads with 34 outlets. The brand leverages online platforms like Amazon, Flipkart, Myntra, and its official website, offering personalized merchandise options for global accessibility.

    Promotion

    Adidas achieved its household name through strategic and extensive marketing efforts. The brand invests heavily in traditional billboards, TV, magazines, and social media advertising. Notably, Adidas collaborates with influential celebrities such as Kanye West, Beyonce, Lionel Messi, and Stella McCartney for endorsements, inking million-dollar contracts. Additionally, Adidas has built a notable reputation by sponsoring football teams like Germany, Mexico, Spain, and Argentina.

    Before we get started with Adidas’s key marketing strategies, let us brief you about its brand portfolio, which includes Reebok, Rockport, Adidas, and Taylor. The main reason for such distribution is to target different segments of the audience more efficiently. Adidas advertising strategy focuses on creating unique brand experiences through events, pop-up stores, and interactive campaigns that engage customers directly.

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    SEO Strategy of Adidas

    Adidas follows a very straightforward and encompassing approach towards the implementation of SEO. The head of global SEO and social media manager of Adidas, Mattia Santin, said in an interview that the Adidas SEO team focuses more on flexibility, especially when it comes to analytical, alongside various white-hat SEO principles.

    The team mainly focuses on data and targeting personas that help guarantee the expected results and ensure that the changes are profitable.

    Social Media Strategy

    Adidas Marketing Strategy - Social Media (Instagram)
    Adidas Marketing Strategy – Social Media (Instagram)

    When it comes to social media, Adidas and groups are pretty active, especially on Facebook and YouTube channels. On these platforms, the brand posts promotional videos of its latest products and services.

    Apart from this, the brand has various active accounts on Twitter as well, such as Adidas Football, Adidas Original, and Adidas US. Through these, the brand connects with its fans and followers more efficiently. Adidas works on building strong energy in the audience towards Sports and athletes.

    Email Marketing

    Adidas uses the technology of ECS for the email marketing program, which started in October 2020. They segment their audience, send dynamic product recommendations, and use stunning visuals and inspiring stories to capture attention. Exclusive offers, automated emails, and mobile-optimized design keep customers engaged, while social media integration and performance measurement ensure continuous improvement.

    By focusing on these key elements, Adidas has built a robust email marketing program that drives engagement, sales, and brand loyalty, solidifying its status as a sportswear giant.

    Adidas Strategy of Limited Supply

    Adidas Marketing Strategy - Strategy of Limited Supply
    Adidas Marketing Strategy – Strategy of Limited Supply

    One of Adidas’ most incredible marketing strategies is a limited supply. Basically, the brand limits the availability of its most famous shoes, like Stan Smith and Superstar, in order to increase the demand among the audience. This benefits the brand with great numbers and prices.

    We all know that when there is a limited supply, its price automatically goes up, and Adidas masters this economic rule. This also helps Adidas’ competitive advantage in merchandise margins, which has grown significantly.

    Meme Marketing

    Adidas is not behind in meme marketing as well. In fact, the brand has developed its very own riff on the famous “Thug Life” meme. This has become a social-driven campaign for Adidas.

    Adidas leaves nothing when it comes to charming football fans, and with its incredible campaigns and meme ideas, the brand always proves its superiority.

    Adidas has been known to create one of the most viral memes of the moment for showing off the Ace PureControl football boots, which are absolutely laceless.

    Sponsoring Sports Events and Athletes

    Adidas Marketing Strategy - Sponsoring Sports Events and Athletes
    Adidas Marketing Strategy – Sponsoring Sports Events and Athletes

    Adidas has successfully partnered with renowned sports organizations and athletes globally. Aligning with prestigious entities like the NBA, MLS, FIFA, and the Olympic Games, Adidas secures long-term contracts and exclusive product lines, enhancing brand visibility and broadening its appeal. Noteworthy collaborations include being the official kit supplier for elite soccer teams like Manchester United, Real Madrid, and Bayern Munich. Adidas also sponsors individual athletes, including Lionel Messi, James Harden, and Naomi Osaka, leveraging these alliances to extend its reach by tapping into the vast fan bases associated with these athletes and organizations.

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    Influencer Marketing

    Marketing Strategies of Adidas - Influencer Marketing
    Adidas Marketing Strategy – Influencer Marketing

    Adidas places a strong emphasis on influencer marketing, making substantial investments in collaborations with notable figures. The brand strategically partners with celebrities like Kanye West, Pharrell Williams, and Beyonce, creating exclusive product lines that resonate with their extensive fan base. Adidas collaborates with renowned personalities such as Kendall Jenner, David Beckham, and Karlie Kloss for impactful campaigns targeting their followers. The brand extends its reach further by collaborating with popular Instagram influencers, including @sneakerprophet_ and @yankeekicks, to showcase and generate excitement around the latest Adidas products. This robust influencer strategy is pivotal in promoting Adidas and enhancing its brand visibility.

    Sustainability and Social Responsibility

    As more people want eco-friendly and fair products, Adidas has made sustainability a key focus. The brand works to cut pollution and use ethical practices in making its products.

    Adidas uses green materials, saves water, and reduces waste. Its partnership with Parley for the Oceans turns ocean plastic into high-quality products.

    By sharing these efforts, Adidas attracts eco-conscious customers and shows that it cares about the planet and people.

    Experiential Marketing

    Adidas uses more than just regular ads—it focuses on creating real experiences for customers. The brand sets up events, pop-up stores, and interactive displays to connect with people directly.

    One example is the “Boost Your Run” campaign, where runners tested Adidas shoes on a special track. By letting people try the products and meet brand ambassadors, Adidas builds a stronger bond with its audience, making them more likely to choose its products.

    Customer Loyalty and Engagement

    Adidas places a significant focus on fostering customer engagement and loyalty by utilizing social media as a platform for connection. The brand actively participates in customer relationship-building through its loyalty program, named “Creators Club,” which rewards customers for both their purchases and interaction with the brand. This program provides exclusive benefits such as early access to new products, special discounts, and personalized content. Furthermore, Adidas maintains customer engagement through social media-driven contests, encouraging customers to share content featuring Adidas products for a chance to win prizes.

    Adidas’ marketing strategies aim to establish meaningful connections with customers, enhance brand awareness and loyalty, and ultimately drive sales. Through strategic approaches like partnerships, influencer collaborations, innovative product design, digital marketing, and interactive customer engagement, Adidas has successfully solidified its position as a leading brand in the sportswear industry.

    Strategically Targeting Cities

    Adidas strategically centers its marketing efforts on six key cities—Los Angeles, London, Paris, New York, Tokyo, and Shanghai. By honing in on these urban hubs, Adidas gains valuable insights into diverse trends, enabling the brand to meet the specific needs of consumers in different locations effectively. For instance, in Europe, the emphasis lies on marketing football-related products, whereas in the United States, the focus extends to affiliations with baseball and basketball. Notably, North America commands the largest share, constituting 40 percent of the sporting goods industry, reinforcing Adidas’ significant presence and impact in this market.

    Key Takeaway from Adidas Marketing Strategy

    With its incredible marketing strategies, the company results in great numbers and sales. The most distinctive strategy that Adidas opts for is user & user-user-benefits-based positioning, forming Adidas’ unique selling point. Through this, it builds a strong and distinct image of its products among consumers’ minds.

    Adidas’s unique selling point is developing lightweight and comfortable sports apparel that other competitors cannot manufacture. Based on this, Adidas customers put deep trust and value in its products and services. Hence, the brand is expanding on a wider scale.

    STP (Segmentation, Targeting, and Positioning) of Adidas

    STP stands for Segmentation, Targeting, and Positioning. We have briefly described these right below:

    Segmentation

    Segmentation is basically the process of dividing the mass market of the company into various groups of similar categories. This helps in knowing the customers more effectively and to obtain a competitive advantage in the market.

    Adidas uses various levels of segmentation marketing tactics that help the brand distribute the large market into small customer groups and focus separately.

    Targeting

    Targeting is the next step of Segmentation, where the brand distinguishes the market segment that it wants to focus on and builds its strategy according to that.

    Adidas mainly selects the segment based on size & growth, structural attractiveness, and objectives and resources to drive its marketing strategy, activities, and sales.

    Positioning

    The last step in the process is Positioning, where the company designs the marketing program to reach the target market. In this case, Adidas portrays itself as a creator of sports brands.

    Major Marketing Campaigns of Adidas

    Impossible is Nothing – 2004

    Adidas Marketing Campaigns - Impossible is Nothing
    Adidas Marketing Campaigns – Impossible is Nothing

    Adidas develops some very distinct and amazing campaigns for all sports lovers. The “Impossible Is Nothing” campaign, introduced by Adidas in 2004, stands out as one of the brand’s most iconic and influential global marketing initiatives. This campaign sought to inspire people by featuring authentic narratives of athletes and celebrities who triumphed over challenges, attaining greatness in their domains. The core message emphasized that achieving the seemingly impossible is within reach with determination, persistence, and a positive mindset.

    The slogan “Impossible Is Nothing” became inseparable from Adidas, persisting in subsequent campaigns and embodying the brand’s enduring confidence in individuals’ capacity to surmount challenges. Long after its initial introduction, the campaign serves as a compelling testament to the effectiveness of impactful storytelling and authentic messaging in resonating with and inspiring consumers on a profound level.

    Adidas is All In – 2011

    Adidas Marketing Campaigns – Adidas is All In

    Adidas introduced the global “Adidas is All In” campaign in 2011, intending to underscore its dedication to sports, performance, and the ethos of wholeheartedly committing to success. While the campaign may not be active, the core concept of going all-in and its associated messaging remains deeply ingrained in Adidas’ brand ethos. This enduring commitment mirrors the company’s ongoing support for athletes, championing excellence and motivating individuals to exceed their boundaries, consistently urging them to give their utmost in their pursuits.

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    Boost Your Run – 2013

    Adidas Marketing Campaigns - Boost Your Run
    Adidas Marketing Campaigns – Boost Your Run

    Adidas started the “Boost Your Run” campaign to tell people about its special cushioning in running shoes called Boost. Boost makes runners feel more comfortable and gives them extra energy. Now, Boost is a big part of Adidas running shoes and is used in many other sports. The campaign was like the beginning of talking about Boost, and since then, Adidas has kept making it better and telling people more about it in new campaigns and when they release new products.

    Here to Create – 2016

    Adidas Marketing Campaigns - Here To Create
    Adidas Marketing Campaigns – Here To Create

    In 2016, Adidas started the “Here to Create” campaign all around the world. They wanted to encourage and inspire people, especially women, to be creative and express themselves through sports and art. The campaign showed that everyone, no matter who they are, can be creative and talented. Adidas set a good example by including and celebrating people from different backgrounds. This campaign was part of Adidas’ ongoing work to support and lift up women in sports and creative activities.

    Run For The Oceans – 2018

    Adidas Marketing Campaigns - Run For The Oceans
    Adidas Marketing Campaigns – Run For The Oceans

    The “Run for the Oceans” campaign was a partnership between Adidas and Parley for the Oceans, a group focused on highlighting the issues of marine pollution and plastic waste in our oceans. The campaign’s goal was to fight against plastic pollution and encourage sustainability. It did this by involving people worldwide in a running event and using recycled plastic materials in Adidas products.

    She Breaks Barriers – 2018

    Adidas Marketing Campaigns - She Breaks Barriers
    Adidas Marketing Campaigns – She Breaks Barriers

    In 2018, Adidas introduced the “She Breaks Barriers” campaign, concentrating on empowering and backing female athletes while challenging stereotypes in sports. The campaign sought to inspire women to conquer challenges and reach their goals in both sports and life. Through “She Breaks Barriers,” Adidas aimed not only to advocate for gender equality but also to establish a supportive and inclusive atmosphere for women in the realm of sports.

    Superstar – 2023

    Adidas Originals launched a new worldwide brand idea called “We Gave the World an Original. You Gave Us a Thousand Back” to honor the Trefoil symbol that’s been part of its marketing and products for over 50 years. The campaign, making some changes to Trefoil’s look, focuses on promoting three iconic shoe models—Superstar, Gazelle, and Samba. Through three short films, it tells the story of how these shoes have become culturally important over time.

    Covid-19 Marketing Strategy

    Adidas and Kanye West Collaboration - Marketing Strategies of Adidas
    Adidas Marketing Strategy – Adidas and Kanye West Collaboration

    At the very beginning of Covid-19, brands like Adidas and Nike reduced the hiring of people across landscapes. Adidas reduced it by around 40% by March 2020. But soon after one month, in May, Adidas started hiring again as the brand received great data and analytics numbers.

    Adidas enhanced its direct-to-consumer abilities by repositioning 700 jobs around different segments of E-commerce. This showed how Adidas raced to drive more sales through very successful digital shopping.

    Apart from this, Adidas collaborated with many prominent artists, such as Kanye West and Beyonce, to launch its newest models.

    Adidas opted for a very distinct yet profitable strategy to deal with the COVID-19 situation.

    Conclusion

    Adidas’ competitive strategy is employed with great efficiency to build its company into the best sports brand in the world, regardless of how competitive the environment gets around it. Adidas’ competitive strategy focuses on innovation, brand differentiation, and strong marketing. It invests in advanced technologies like Boost and Primeknit, emphasizes sustainability, and collaborates with athletes, influencers, and designers. By targeting Gen Z and millennials through digital marketing and experiential campaigns, Adidas stays ahead in the competitive sportswear market. The brand is using various strategies and tactics such as vigorous manufacturing, digital platforms, technology, innovation, collaboration, and many others. Through these, Adidas is moving towards greater heights.

    FAQs

    What is the Adidas branding strategy?

    Adidas focuses on three main strategy pillars: speed, urbanization, and creative innovation.

    What makes Adidas unique?

    Adidas’ USP is that it blends cutting-edge tech and design for unique sports apparel and footwear.

    What makes Adidas different from its competitors?

    Adidas stands out with its focus on innovation, sustainability, and athlete-centric design.

    What is Adidas pricing strategy?

    Adidas employs a high-low pricing strategy. They generally keep prices higher than their competitors, but the company uses promotional discounts to offer lower prices and attract consumers.

    Who are Adidas’ main customers?

    Adidas targets customers of upper-middle-class/high-end customers.

    What is Adidas USP?

    The USP of Adidas is its comfortable and lightweight sportswear, as well as its innovative technology and design.

    What is Adidas brand differentiation?

    Adidas brand differentiation comes from its focus on innovation, sustainability, and cultural relevance. The company stands out with cutting-edge technology in footwear and apparel, eco-friendly initiatives like recycled materials, and strong collaborations with athletes, influencers, and designers. This unique approach helps Adidas maintain a strong identity in the competitive sportswear market.

    What is Adidas marketing strategy?

    Adidas’ marketing strategy focuses on innovation, sustainability, and digital engagement. The brand targets Gen Z and millennials through influencer collaborations, experiential marketing, and social media campaigns. It also emphasizes sustainability with eco-friendly products like Parley for the Oceans. By blending performance, lifestyle appeal, and cultural relevance, Adidas strengthens its global brand presence.

    Who are Adidas competitors?

    Adidas competitors include Nike, Puma, Fila, Asics, New Balance, Under Armour, Reebok, and more.

  • Gojek Marketing Strategies – How It Succeeded to Target Market in Indonesia?

    It would be stupendous when a single application bestows multi-services to its users from delivering solicit requisite assistance and accessing the digital payment for acquiring products. Epiphany Gojek is considered beyond an app and so-called ‘SuperApp’ that functions in providing abundance services from transport & Logistic Brands, digital payment, food & shopping, Business, Daily needs and Entertainment (Booking Tickets).

    Gojek is an Indonesia-based SuperApp which originated its operation in 2010 by Nadiem Makraim, Kevin Aluwi and Michaelangelo Moran with an idea of transport service, where 20 motorbikers joined the crew of Gojek.

    Within the subsequent 2 years, the company intensified its services to the next level and launched Gojek App in 2015 with nearly 30 million downloads. In 2017, Gojek succeeded to get 17th rank and made the first South-East Asia company appear in the list of ‘Forbes’s 50 companies that changed the world’.

    Apart from that, the company gained national attention in receiving- Best Indonesia Mobile Application 2015 and Best Startup, in 2017 the company received Indonesia’s Most Admired CEO and Most Creative in Solving Economic Challenges 2017. Later In 2019,  It received BrandZ Top 15 Most Valuable Indonesian Brands.

    The company obtained its heyday by starting a call centre for transportation services named- Goride, GoCar, Gobox and more in Indonesia and now became an on-demand multi-service platform in seven Cosmo political countries- Vietnam, India, Singapore, Indonesia, Philippines, Malaysia and Thailand.

    Key Marketing Strategies of Gojek
    Segmenting, Targeting, and Positioning Strategy of Gojek
    Gojek Prominent Marketing Campaign
    Gojek Marketing Strategy in Covid 19

    Key Marketing Strategies of Gojek

    Gojek Logo
    Gojek Logo

    Gojek marketing strategy includes the following strategies:

    Product Strategy

    Vikrama Dhiman, head of Product, Gojek interviewed about the progress of an on-demand company- Gojek with the help of Product strategy. As said, Every business exists for a reason- Profit, which is merited only when the business renders products & services to people.

    Hereby, Gojek implemented a product strategy in the right way- Releasing product at the time of high demand, ameliorate the product’s features in order to compete in the market, track user flow & design the product according to their preferences.

    Besides, Gojek highly underscores on developing technical specifications as the company relies 90 percent on the online platform for its services, especially during this ongoing pandemic.

    Pricing Strategy

    Business should be very chary in pricing the product & services in order to survive in the market. If the company plans to lower its price in the services which will reflect augmenting in customers but challenging to accomplish the purpose of business- Profit.

    On the other hand, pricing the products higher brings fewer customers and ultimately leads to no services and profit. Gojek repudiated the price war in their business, as they have lost a hefty amount of funds to establish stable finances. Since its incorporation, Gojek initiates its services at an affordable price especially in GoRide and sometimes renders service without expecting any returns.

    Distribution Strategy

    Gojek burgeoned its distribution channel in more than 167 cities in Indonesia. The company has become a pioneer of omnichannel applications that connects customers to access various products & services via the online and offline platform. Moreover, the company implemented omnichannel by setting up offline booths, drop-offs sites in the supermarkets, collaboration with other e-commerce and availability to order from Gojek websites.

    Promotion Strategy

    Producing and selling the products is a predicament task for a business, for that they should be cognizant about the upcoming product to the targeted audiences, notably, promoting is the only way to entice customers as well as make them acquire the products.

    Promotion subsumes- advertising, sale promotion, selling, direct marketing and publicity. Therefore, Gojek created brand awareness by customizing & personalising the products and services, Providing bolsters to other brands to build an affiliate relationship, social sharing to attract netizens, and improving products & services by analysing feedback.

    Social media strategy

    Gojek on Instagram
    Gojek on Instagram

    Gojek has indeed been active in all social media by managing and creating content related to daily posts and the proclaiming of larger campaigns. They are involved in various online events by utilizing current trends of the digital world.

    Furthermore, the company constantly observes & tracks new social media tools, engage with other brands ambassadors, gathering insights that will hype the content and brainstorming the targeted audience to persuade them to make a purchase.

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    Segmenting, Targeting, and Positioning Strategy of Gojek

    Monthly Active Users of Gojek
    Monthly Active Users of Gojek

    Gokej always aims to set their geographical segmentation in the most populated urban areas to entice potential customers, for example in islands of Java, Bali etc. Additionally, the company set up various offline shops for multiple needs and varied retailers & service providers engaged at each shop.

    Gojek targets citizens who have the potential to earn Gojek services, mostly they attenuate on urban people as they seek transport, shopping services, payment services and so on.

    Gojek Positioning helped the company to grow even more high heights, by developing essential products for particular segments. For instance, the company currently operates in seven countries, and they attenuate more transport services in Indonesia.

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    Gojek Prominent Marketing Campaign

    There is always space for improvement and Gojek is making sure that they are filled properly. And the only and important way to get to know the issues is by directly getting suggestions from the customers.

    The company’s current campaign took place in Singapore, their first international campaign was a huge success and the people loved their idea of creating frictionless rides. During their campaign, the company has also revealed the logo of their new brand through a visual conceit of a city.

    Gojek Marketing Strategy in Covid 19

    Gojek’s 3 step strategies have come into use in recent times. And has been helpful for the people and partners during the enforcement of PSBB in Jakarta until April 23, 2020.

    Their first step is they have broadened the service for food, staples and other daily urgencies. They are delivering food to an utmost distance of 25Km.

    Secondly, they are providing services to the “COVID-19 prevention points” also, to help the people who have to travel for work or other important things.

    The final one is to help the micro, small, and medium enterprises (MSMEs) to reap during these pandemics.

    FAQs

    Who is the founder of Gojek?

    Nadiem Makraim, Kevin Aluwi, and Michaelangelo Moran founded Gojek in 2010.

    What is the revenue of Gojek?

    The estimated annual revenue of Gojek is $1 billion.

    Which is the parent company of Gojek?

    GoTo is the Gojek’s parent organization.

    Where is Gojek headquarters?

    Gojek is headquartered in Jakarta, Indonesia.

    What services does Gojek offer?

    Gojek offers services like:

    • Transport
    • Payments
    • Food delivery
    • Logistics

    What is the target market of Gojek?

    Gojek target market includes people of the age group –18 to 34 years old.

  • Top 5 Best Ad Tech Companies in India

    In today’s era, advertising has become a daily part of our lives. Whether we’re watching something or visiting the neighbourhood or supermarket, advertising is all around. Almost every company uses the power of advertising through different channels such as social media, television or print media. Speaking of advertising, we all know advertising is the business of creating advertisements in day to day lives for various companies.

    Now, what do you think of Adtech? On a short note, it’s the business of using technology to make advertising more quick, fast and efficient. It includes algorithms and data points.

    Now when it comes to Adtech companies, India has always been pretty upfront! Adtech plays a great part to strategize, plan and managing all the advertising activities for companies and agencies, through various advanced tools and software. There are multiple plans and tactics that the Adtech company briefs you about. In this article, we have briefly discussed the top Adtech companies in India. So, let’s get started!

    1. InMobi
    2. ADZ Junction
    3. Aristoma
    4. EMIAC Technologies
    5. 135 Tech Labs

    1. InMobi

    Founder – Naveen Tewari

    Founding year – 2007

    Headquarters – Bangalore (India)

    InMobi Logo
    InMobi Logo

    InMobi is one of the leading adtech companies headquartered in Bangalore. It is popular for its service of creating personalized mobile and website ad campaigns through various targeted data analytics. InMobi does the data analytics based on consumers’ lifestyle, social connections, demography and general behaviour.

    You might have heard about the discovery platform- Miip, launched by InMobi, to connect the merchants and consumers. InMobi has also partnered with Tapjoy to monetize the inventory of Tapjoy in India. In addition, the company has also partnered with Xiaomi in strategic planning and profit.  

    InMobi has operations in over 169 countries. The company receives more than 200 billion ad requests every month with an ad impression of around 23 billion. The company has strong investments from investors such as Tennenbaum Capital Partners, SoftBank Group, and many others.

    2. ADZ Junction

    Founder- Ashok Nain

    Founding year- 2015

    Headquarters- Gurugram (India)

    ADZ Junction Logo
    ADZ Junction Logo

    ADZ Junction is considered the ultimate solution for all the emerging digital marketing services including designing, editing, social, search marketing, and video advertising. Ashok Nain built this company for real-time bidding, rich media, mobile advertising and various other advanced and innovative strategic plans to deal with all the client’s related problems, especially for the quality traffic generation.

    ADZ junction offers great services such as Digital Strategy, development, content, search marketing and marketing. The company helps the clients to gain quality traffic and identify the target audience. It has over 100 clients from different segments of the industry.

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    3. Aristoma

    Founder- Kumar Nishanth

    Founding year- 2015

    Headquarters- Raipur (India)

    Aristoma is pretty famous for delivering engaging and innovative services of digital marketing to companies that need to reach and connect with their target audience through online platforms.

    The main objective of Aristoma is to create advanced, well-suited and impressive content for businesses for making them strong and comprehensive in the industrial ecosystem. Its main services include SEO, brand marketing, social media planning, designing, media planning, and various other marketing solutions.

    Aristoma has a very impressive client portfolio which includes companies like Sportmate, CREDAI Chhattisgarh, CII, Diesel, and Goldbricks. And the most amazing part is, that all its endeavours received 100 percent growth.

    Worldwide Digital Video Ad Spend
    Worldwide Digital Video Ad Spend

    4. EMIAC Technologies

    Founder- Divya Gandaora

    Founding year- 2017

    Headquarters- Jaipur (India)

    EMIAC Logo
    EMIAC Logo

    With the combination of innovation and technology, EMIAC is made for serving businesses by reaching the target audiences. The key services offered by EMIAC include Paid Marketing, Content Development, and Web Design & Development. The company is one of the top-rated Adtech agencies on the global freelancing website – Upwork.

    The most amazing thing about EMIAC is its terrific service of project delivery right on time, premium level quality service, personalised products and services with great pricing.

    EMIAC is considered the game-changer in the ad tech industry for creating advanced levels of digital footprints. The company has more than 1200 clients along with a project number of 2900 across 30+ countries.

    5. 135 Tech Labs

    Founder- Aditya Rao, Apoorv Kakkeri, Vineet Kulkarni

    Founding year- 2012

    Headquarters- Hyderabad (India)

    135 Tech Labs Logo
    135 Tech Labs Logo

    135 Tech Labs is quite famous as the in-app advertising platform that offers great rewards and services. The company works on Hangoutt, an in-app advertising channel that helps app developers to monetize the apps and companies in order to engage more users via the target campaigns.

    The other way to win the rewards and offers from various companies is to visit and log in to the Hangoutt website. 135 Tech Labs have popular investors such as TLabs. It offers statistical data on retention rates and demographics. In addition, the company has an amazing client portfolio that includes CCD, Pizza Hut, AskMeBazaar.com and KFC.

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    Conclusion

    When it comes to Adtech Companies, India has great categories and counts. These companies that we mentioned in this article, are considered the top-rated digital marketing and content development agencies. These startups are very promising and guarantee almost 100% of profit results. For any business, Adtech is important for creating customer-engaging and traffic-driven ad campaigns. Stay tuned for more such content!

    FAQ

    What is an Adtech startup?

    Adtech startups are the business of making advertisements using technology to make advertisements faster, quicker, and more efficient.

    What are the top adtech companies?

    InMobi, ADZ Junction, Aristoma, EMIAC Technologies, and 135 Tech Labs are some of the top adtech companies.

    How big is the Adtech industry?

    AdTech Software Market Size was valued at USD 16.27 Billion in 2018 and is projected to reach USD 29.85 Billion by 2026.

  • Top 9 Best Digital Advertising Platforms for Startups In 2022

    Advertisement is the key point for introducing a product in the market. There can be different ways of advertising a product or service. The most common type is online Advertisement.

    In this type, the advertising strategies are applied on a digital platform. The biggest advantage of using online advertising platforms is that one can easily advertise for a large number of targetted audiences. Other synonyms of online Advertisement are digital advertisement, internet Advertisement.

    In simple terms, online Advertisement is the promotion of products or services by the means of the internet. There are many different platforms available for one to advertise on. The top 9 best advertising platforms for any startup are given below:

    1. Google
    2. Bing
    3. Pinterest
    4. YouTube
    5. LinkedIn
    6. Facebook
    7. Twitter
    8. Quora
    9. Instagram

    1. Google

    Google AdWords Homepage
    Google AdWords Homepage

    Google is a popular platform known and used by a majority of the population. Google search engine is one of the most commonly used search engines. Google Ads or previously known as Google AdWords is the advertising platform invented by Google for paid promotion. Google Ads works based on keyword auction under the model of Pay-per-click.

    Pros

    • It helps to promote the business, sell the product, create awareness, increase the traffic to the website all by a professional yet easy platform.
    • It allows its advertisement to be in multiple forms such as images and videos.
    • Google ads are compatible with both mobile as well as desktop.
    • Google Ads provides multiple packages for their users to select from. Budget will not be the issue to use Google ads.

    Cons

    • Proper usage of Google Ads and its tools, professionals are needed. It requires additional learning for the perfect usage of Google Ads.
    • Even though the process of creating an advertisement is quick, it does take much time for maintaining the advertisement and its rating.

    2. Bing

    Bing Ads Cost: Average $1.24 Cost per click

    Bing Ads are the paid Advertisement services provided by Microsoft. It is also referred to as Microsoft Advertising. Bing Ads are another great source for promoting a service or a product.

    Bing Ads works in a similar process as Google Ads. They work on the model of Pay-per-click with keywords ranking. The Bing Ads can be shown on multiple platforms such as Bing, Yahoo, DuckDuckGo search engines.

    Pros

    • While using Bing Ads, one can have better control over the opposite partner’s search keywords due to the limitations of compatible search engines.
    • For some users, Bing can be a great alternative for replacing Google Ads due to their similarities. Or some can also work by using both platforms simultaneously for better results.

    Cons

    • One can give advertisements to the search engines like Yahoo and Bing only, so the overall reach is less. There are many possibilities of losing out potential customers due to the limited range.

    3. Pinterest

    Pinterest Ads Cost: Average $2.00 to $5.00 Cost per thousand impression

    Pinterest Ads Homepage
    Pinterest Ads Homepage

    Pinterest is a specialized platform allowing its users to create their dedicated collections. Pinterest has several posts (pins) shared on it by a wide range of users. This makes Pinterest a good option to advertise on. Pinterest also allows its users with the service of paid advertisement.

    Pinterest Ads work almost similar to the way pins work on Pinterest. To advertise using Pinterest, one needs to buy the pins or set a budget for ads to be displayed.

    Pros

    • Pinterest is given the name of a visual discovery tool. Hence promoting a business over there can easily reach out to targeted audiences without much barrier.
    • User engagement is great as there is not much difference seen between pins and promoted content on Pinterest.

    Cons

    • Even though Pinterest has a large amount of user engagement, the engagement is limited to specific categories. Hence it is not good for every business.

    4. YouTube

    Youtube Ads Cost: Average $0.10 to $0.30 Cost per view or action

    Youtube Ads Homepage
    Youtube Ads Homepage

    YouTube is another top-level platform commonly used in day-to-day life. YouTube also offers the facility of displaying advertisements on its platform. YouTube Ads are another effective way of promoting a startup.

    Advertisements on YouTube are generally in the form of standard videos. Advertisers need to pay when any user interacts with their video.

    Pros

    • YouTube ads are true to be counted as cost-effective.
    • YouTube ads allow the advertiser to reach out to several audiences quickly with faster responses.

    Cons

    • There is no proper control over the ads placed on YouTube. Advertisers can not select the videos on which their advertisement will be visible. This also hinders the proper targeting of the required audience.

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    5. LinkedIn

    Linkedin Ads Cost: Average $5.58 Cost per click

    LinkedIn Ads Homepage
    LinkedIn Ads Homepage

    LinkedIn is considered one of the largest professional networks in the world. LinkedIn can be used for many professional jobs such as finding a job, getting an internship, connecting with different Professionals, etc. LinkedIn also has a large social network formed by its users.

    LinkedIn Ads are another cost-effective method of advertising to promote them through different mediums. LinkedIn ads also work similarly with the pattern of Google ads and Bing ads.

    Pros

    • LinkedIn is a specialized platform for professionals, hence ads generated on LinkedIn can directly be Targeted to professionals.
    • Creating a LinkedIn ad is time-saving and easy to implement.

    Cons

    • LinkedIn has no proper customization service available for its users.

    6. Facebook

    Facebook Ads Cost: Average $0.97 Cost per click, $7 Cost per thousand impressions

    Facebook Ads Homepage
    Facebook Ads Homepage

    Social media is a great way of being connected to others through the internet. Nowadays, social media is not only confined to being a place for connection, it has evolved as a great source of advertisement. Facebook allows its users the facility of giving out paid advertisements. This advertisement can be in the form of promotional posts or banner ads. Facebook uses the algorithm of relevance score to share any ads.

    Pros

    • It provides good customization with better tools.
    • The working process is quite easy to deal with.

    Cons

    • Social media marketing is only for a limited audience, they do not have a wide range of audiences like other available platforms.
    • There are very high chances of showcasing the advertisement to the same audience, again and again, causing no benefit.

    7. Twitter

    Twitter Ads Cost: Average $0.50-$2.00 Cost per action

    Twitter Ads Homepage
    Twitter Ads Homepage

    Twitter is responsible for creating trending topics. Apart from being just a way of socializing, Twitter can also be used as a way of advertising a startup. Twitter ads are the paid service enabled by users who want to promote something. Twitter ads work on the model of auctioning keywords.

    Pros

    • Twitter asks for the pay only after completing your defined target.
    • Twitter is all about tweets, mostly wordy messages. Hence keyword targeting is better oriented in Twitter.

    Cons

    • The analytics provided by Twitter for the ad campaign are not detailed reports.
    • There are chances of skipping the advertised tweet by the users due to the number of feeds available.

    8. Quora

    Quora Ads: Average $0.25 to $1 Cost per click

    Quora Ads Homepage
    Quora Ads Homepage

    Quora is a question and answer platform used for gaining and sharing knowledge. The limits of quora have long passed its basic format. At present times, Quora is considered more like a daily used platform. People look up new things, solutions, options from quora at their convenience. Another great thing about Quora is that it allows the users the facility of paid advertising.

    Quora ads are needed to be created and implied by the user itself. However, the model on which they work is similar to Google’s model of bidding for keywords.

    Pros

    • It directly offers behavioural targets to customers.
    • Quora can easily create awareness between high intent customers.

    Cons

    • The competitors of Quora have much better features.

    9. Instagram

    Instagram Ads Cost: Average $0.20 to $2 CPC, $6 Cost per thousand impression

    Instagram Ads Homepage
    Instagram Ads Homepage

    Instagram is another great social media platform contributing to allowing its users to keep up with the trends. Just like Facebook and Twitter, Instagram also has different kinds of audiences. Instagram also allows for the place to advertise by its medium.

    Instagram allows its users to bid for the advertisement and then shows the sponsored content of the winner. Instagram works almost similar to Facebook, but with little range.

    Pros

    • Using Instagram Ads is more like being ahead of others for the promotion of a brand or startup due to the availability of a targeted audience.
    • There are several advanced features available for one to use.

    Cons

    • Instagram ads are more inclined towards mobile applications rather than desktop use. Only those comfortable with mobile operations can easily use Instagram ads.

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    Conclusion

    Startups are gaining many highlights in current affairs. However, advertising for startups is still a tricky part to deal with. Online advertising is a great form of advertisement saving major hard work. There are several places available for one to advertise digitally, some of the most recommended platforms for advertising are shared above.

    FAQs

    Which online platform is best for advertising?

    Google, Twitter, Linkedin, Bing, Pinterest, Quora, and Facebook are some of the best platforms for advertising.

    What is the biggest advertising platform?

    Google is the biggest and most popular advertising platform.

    Which is the best advertising agency in the world?

    Ogilvy & Mather, MullenLowe, McCann Worldgroup, and Publicis Groupe are some of the best advertising agencies in the world.

  • Jockey Marketing Strategy | How Did They “Jockeyed” Their Way to Success

    Jockey International was founded in the year 1876 in Ludington, Michigan, the United States of America by Samuel T. Cooper and his Sons as a hosiery manufacturer. Soon his sons took over the business and established their new headquarters at Kenosha, Wisconsin, which is at a distance of roughly 305 miles from Ludington, and also started manufacturing union suits and became one of its largest sellers in America by the 1930s. It also started adapting the name “Jockey” as it indicated athleticism and flexibility.

    In 1934, they introduced their most famous brand in the V-Shaped briefs and this spread all over America like a rage. By the 1950s, they gradually started to make underwear for women by the name of “Jockette”. In 1972, they changed their name from “Cooper & Sons” to Jockey International Inc.

    In the years to come, they would expand their presence worldwide to every nook and corner of the world. They entered the Indian market briefly in the 1970s, but they soon quickly left and returned to post-liberalization India in 1994.

    They came to India through an agreement with Page Industries Ltd, founded by Sunder Genomal and brothers, and Page Industries soon became the single largest licensee for Jockey International in the years to come. Jockey established its first store in India on Commercial Street, Bengaluru.

    Let’s take a look at the different marketing strategies of Jockey International, their pricing strategy, product strategy, advertising strategy, and more in detail:

    Jockey Marketing Strategy
    Jockey Pricing Strategy
    Jockey Product Strategy
    Jockey Advertising Strategy
    Jockey Major Marketing Campaigns
    Jockey Social media Marketing Strategy
    Jockey Covid-19 Marketing Strategy

    Jockey Marketing Strategy

    Jockey’s marketing strategies can be roughly divided into two eras, before the 1980s, and after the 1980s. Before the 1980s, they were promoting how wearing Jockey is a symbol of athleticism, machismo.

    They wanted to show that wearing a Jockey meant you were someone tough as nails. But after that period, they realized that they alienated a huge potential market in the common man who wants to wear innerwear for more of a basic utility purpose, and thus from then onwards, their marketing strategies focused on promoting Jockey as something open to anyone, which is fashionable to wear for everyone.

    Jockey also started focusing more on women’s innerwear when they started their iconic “Jockey for Her” campaign in 1982 in which they showed that they even care about the comfort for women and thus they also want women to say proudly to the world they wear Jockey.

    This can be seen by the fact that how before the 1980s, Jockey aggressively promoted themselves with athletic personalities(especially baseball players) in Babe Ruth, Yogi Berra, Jim Palmer. But after that period, their advertisements have focussed more on the common man, the average school-going kid, the woman who while being a mother to her two kids, is also the executive president to a firm, and so on.

    This strategy is one of their main reasons for the success of the Jockey brand amongst Indian women when they re-entered the market in 1994 as unlike other brands, who kept it to the confines of the store’s basement as something to be shameful, Jockey spoke to retailers all over India to keep them in their store’s forefront. This helped a lot in breaking the stereotype that innerwear is something to be shameful for amongst Indian women in all age groups.

    Jockey Pricing Strategy

    Jockey has always focused on the middle-class sections of the society all over the world as their main market and has hence kept prices at a rate that is affordable once someone climbs up in the social-economic ladder.

    This worked wonders in countries like India where, with the liberalization reforms in 1991, a lot of people reached middle-class status or even beyond that with the new jobs added due to it. Jockey is thus seen as a symbol of the middle-class populace as a whole. The price of their product ranges from Rs 499 to Rs 999.

    Jockey Product Strategy

    Jockey’s most famous product is its V-Shaped brief underwear which they first launched in Chicago in 1935 and it became a huge success there. Since then it has been their trademark product and they have sold variations of that depending on the time they were in worldwide.

    They have also been loyal to their roots in the various shorts and socks they manufacture and have also started making a lot of T-shirts with simple designs for household purposes in multiple colours.

    For women, they have specifically designed and manufactured bras and lingerie so they feel comfortable in wearing them. They have also launched a separate product line for kids in innerwear, shorts, skirts, and so on.

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    Jockey Advertising Strategy

    Jockey has always been one of the strongest proponents of extracting the power of advertisements, could be through billboards located on the major roads of a city or through television advertisements.

    Jockey Billboard
    Jockey Billboard

    They realized the power of visual advertisements as early as 1911 when they published an advertisement in the Saturday Evening Post.

    In various television advertisements, they have taken the help of public relations firms like L&K Saatchi & Saatchi, DDB Mudra Group, etc.

    They also have a strong presence in the digital marketing space where they promote their campaigns using catchy hashtags to attract public attention. These hashtags can mainly be seen on social media platforms like Facebook and Instagram.

    Jockey Instagram
    Jockey Instagram

    Jockey Major Marketing Campaigns

    Just Jockeying

    Jockey's Just Jockeying campaign
    Jockey’s Just Jockeying campaign

    In 2009, Jockey made eleven advertisements across various newspapers with the message “Just Jockeying”. Here, they wanted to show that Jockey just isn’t underwear but a way of life. This struck a chord with the younger populace worldwide.

    Jockey Or Nothing

    Launched in 2012, these advertisements were sent out to make people talk about the product without making it the center of attention. In these advertisements, the main protagonist of the advertisement is in which they have to choose between two alternatives with no compromise.

    For this campaign, they launched a series of advertisements. Here, a woman goes on a long-distance trip with her dog and thus demonstrates her “unconditional love”, while she could have never shown her love and thus “nothing” in the first place.

    They have launched various advertisements as part of this campaign throughout the 2010s.

    Redefining Comfort

    Jockey Redefining Comfort Campaign with Rachel Zoe
    Jockey Redefining Comfort Campaign with Rachel Zoe

    In 2013, they launched their marketing campaign by the name “Redefining Comfort” in collaboration with famous stylist and fashion icon Rachel Zoe to show their more glamorous side and thus evoke the spirit of the modern woman who is not afraid of anything in life. They also used headlines such as “Comfort Just Got Sleek,” “Comfort Just Got Flirty,” etc.

    Show Em What’s Underneath

    As part of their new brand campaign in “Show Em” in 2016, Jockey launched a series of TV advertisements by the name of “Show Em What’s Underneath”. In these advertisements, they promoted the idea that they should be proud of wearing Jockey underwear and show that with pride no matter what problems you have in life. This is “a reflection of the values they are associated with and illustrate who they are” according to Mark Fedyk, their Chief Operating Officer.

    In these advertisements, Jockey celebrates the contributions of unsung heroes such as Chris Van Etten, the army veteran who lost his leg in a war, or Lisa Cumiaso, a female firefighter who has to risk her own life to save others, and so on.

    KnowsMe

    This campaign was launched in 2018 to strengthen Jockey’s dominant position in the women’s innerwear category with their new range of lingerie. #KnowsMe aims to show how Jockey can help the self-assured, modern woman to break the various stereotypes associated with a woman.

    They wanted to promote the idea that, in the end, Jockey is just one of their friends who wants to see them succeed in all aspects of life.

    To promote this, they have collaborated with social media influencers. They picked Instagram influencers, Ankita Kumar & Sharanya Iyer, to pack their bags and travel in a caravan through the seven Northeast states based in India.

    Jockey Knows Me Campaign
    Jockey Knows Me Campaign

    Here, Jockey Woman was acting as a friend, checking in and commenting on pictures, just like how their friend would be.

    Feels Like Jockey

    In 2019 they launched a campaign with the name “Feels Like Jockey” in which they launched a series of advertisements where a young woman or a young man dancing in their imagination, to the cult Nina Simone song of Feelin Good and showed how comfortable they were in that innerwear. To promote this on other social media platforms, they used the hashtag #FitsLikeASong.

    Not Just for Pros

    In August 2020, Jockey Move is built on the idea that fitness is not just for persons with a strong athletic build, but also for the everyday fitness enthusiast, who indulges in small routine exercises to improve his fitness and get a break from his monotonous work life.

    Jockey said. “The campaign line ‘Not Just for Pros’ articulates this essence and the films feature everyday fitness enthusiasts going about their routine workout.”

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    Jockey Social media Marketing Strategy

    Their recent social media campaign in November 2021 by the hashtag #BraAsVersatileAsIAm helps to associate with the various moods of modern women and they have bras to support all of those.

    Jockey wanted to break the perception that Jockey only offers bras for sportswear and they offer bras for everyday purposes first and foremost.

    For this, they collaborated with creative tech studio AliveNow to launch a game to promote its range of multiple bras for household purposes and where women can test the fit of the bra virtually by giving their entry sizes.

    Jockey Game
    Jockey Game

    Jockey Covid-19 Marketing Strategy

    One of the marketing campaigns Jockey has taken initiative with the onset of the pandemic is by targeting the kids who have been affected by schools being shut and thus staying home in the summer.

    They have launched a campaign named #JockeyJuniorsSummerLabs, where they launched virtual summer camps in the art and craft domain for kids to showcase their talents and thus also promote their products.

    JockeyJuniorsSummerLabs Campaign
    JockeyJuniorsSummerLabs Campaign

    Conclusion

    Here is a brief story of how Jockey has managed to market its brand through various strategies. This has paid rich dividends for Jockey International, as Jockey has one of the biggest worldwide media presence in the innerwear market.

    It has also paid from an Indian Perspective as Page Industries, the sole licensee of Jockey on the Indian subcontinent crossed the 100 crore rupees sales mark in 2005 and had a successful Initial Public Offering (IPO) in 2007.

    FAQs

    What are some of the marketing strategies employed by Jockey?

    Social media marketing, Billboard advertising, and Television commercials are some of the marketing strategies employed by Jockey.

    Who is the founder of Jockey?

    Samuel T. Cooper founded Jockey in 1876.

    Who is manufacturing Jockey in India?

    Page Industries Ltd has the license to manufacture, distribute and market Jockey.

  • Top 5 Best Ad Networks For Publishers in 2022

    A business needs recognition and visibility so that it can flourish. It is not possible to be recognized if there is no visibility of the business and what it can offer. Here comes the role of an advertisement, a medium is used to promote a product or service of a business.

    Advertisements can be seen anywhere and at any time. They can be used for informing, influencing, and reminding the audience about the business. When we talk about the advertisement, one should know that it’s not that easy to advertise one’s business.

    The time we live in is not online advertising is the most prominent and most favoured one. Every business tries to use online advertisement in its favour and indulge itself in that category

    Proper steps need to be taken to achieve a quality advertisement for the product. Now, to get a slot for advertisement is not an easy job, so ad network here plays its part to simplify it. In this article, we will talk about the biggest ad networks that unite the publishers and the advertisers.

    “The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.” – Howard Luck Gossage

    What is an Ad Network?

    Ad networks mainly deal with online advertisements; it works as the middle person between the advertisers and the company that wants to provide advertisements.

    The ad networks focus on getting the perfect publishers for the advertisers according to their preferred price. It works on an auction basis and the advertisers can create campaigns using the ad network’s campaign –management panel.

    Ad networks use an ad server that helps in distributing the ads to the public, the advertisers want to target. It also works in managing the whole advertisement campaign and reviews the success of the campaign.

    There are several ad networks that help in connecting the advertisers with the publishers. In this article, we will discuss the notable Ad Networks that are famous for doing their jobs perfectly.

    InMobi
    Adblade
    Fyber
    Adcash
    Adsterra

    InMobi

    InMobi Website
    InMobi Website

    This Indian mobile AdTech company was founded in the year 2007 by Abhay Singhal, Amit Gupta, Mohit Saxena, Naveen Tewari, and Piyush Shah. At first, it was an SMS-based search and monetization business but now this platform deals in engaging the customers with the brands that have taken the help of InMobi to advertise their product.

    This is a multinational company with over 22 offices in over 12 countries with its headquarters in Bangalore. The best features are that it allows extreme reach that they offer to the premium publishers. The company is now headed by Naveen Tewari, who is serving as the CEO from the initial days. It also takes the pride to call itself India’s first unicorn startup.

    Adblade

    Adblade Website
    Adblade Website

    Founded in the year 2008 by Ash Nashed, this ad network is making people’s heads turn toward itself with its glorious service. Every month it reaches 500 million users and provides transparent in-depth Analytics.

    The advertisers get an exclusive and interesting format, which makes it more special. The campaigns can be monitored precisely by the advertisers.

    With the headquarters situated in New Jersey, United States more than 15,000 advertiser uses this platform to get publishers who are willing to host them. Not only that, with its great service, it has been rated the safest Ad platform in the United States by Integral Ad Science.

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    Fyber

    Fyber Website
    Fyber Website

    It is considered as one of the best ad networking platforms founded in the year 2009 by Andreas Bodczek and Janis Zech. With offering a huge number of ad formats it is considered as one of the best for exclusive brands and naturally used by them. It can be used to manage the age and gender of the target audience of the said brand.

    With its headquarters in San Francisco, United States, Fyber supports native ads, interstitial ads, and video ads. It provides special features like giving out notifications regarding bid loss and helps you in finding the reason for the loss in the bids.

    Adcash

    Adcash Website
    Adcash Website

    This global advertising ad network was founded in the year 2007 by Thomas Padovani. For all these years they are into providing high-class tools that will lead to a successful advertisement campaign. This platform is famous for providing amazing customers service and giving out an interesting and innovative solution for ad campaigns.

    One of its best features is its anti-fraud technology, which means it barred unwanted and fraudulent traffic to notice the ad campaigns and somehow take the advantage of the clients. The headquarters of this Adcash is in Tallinn, Estonia. Every day it is used by over 200 million users and reached a global audience.

    Adsterra

    Adsterra Website
    Adsterra Website

    Newest of the lot, this ad network is gaining recognition day by day for the services it provides. Founded in the year 2013 in Cyprus, interestingly in such a short time period, it has been able to attract and unite advertisers and publishers here.

    It provides traffic from over 18k direct publishers globally and also takes comparatively less time to inaugurate a new campaign. This network provides multiple ad formats to choose from for the advertisers. Not only that it is known for providing great customer service in multiple languages.

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    Conclusion

    The advertisement is the core factor of a successful business. It doesn’t matter if it ad is a small one or a huge one, if it can attract the attention of the target audience of the brand, the advertisement is successful.

    Finding publishers who are interested to host ads on their websites can be a tough job. So that is why ad networks make this job easier by being the intermediary between the advertisers and the publishers.

    FAQ

    Do ad networks make money?

    Yes, ad networks do make money by selling the inventories to the advertisers at a much greater price than what they have purchased them for.

    Which is the biggest advertising platform in the world?

    Google AdSense is one of the largest ad networks in the world.

    What is an example of an ad network?

    Google AdSense, Media.Net, BuySellAds and Conversant are some of the examples of an ad network.

  • Why Too Much Marketing Is Toxic For Your Startup?

    Marketing helps in building up your brand, nothing works without marketing in this world. It helps in getting visibility from the audience and building good relationships with the customers.

    Survival of a business without proper marketing is practically impossible. In the business world, startups are hugely recognized now. There is hardly anyone who doesn’t prefer to be their own boss. Now, to make that startup a successful one, here also, marketing is required, in fact, it is even more necessary.

    Startups are hungry for growth, so naturally, to develop their business, they take marketing very seriously. It works on spreading their name, which in return helps on building the brand. Plus sales also increases because of marketing and deep connection with customers can be made as well.

    “Our jobs as marketers are to understand how the customer wants to buy and help them do so.”

    — Bryan Eisenberg

    Marketing is surely vital for businesses but it can be harmful to your brands as well. How? Well in this article we will discuss that. So, let’s dive in.

    Why Excessive Marketing is Bad for your Startup?
    Reasons That Makes Excessive Marketing Bad
    How to Avoid Excessive Marketing?
    Facts About Marketing
    FAQ

    Why Excessive Marketing is Bad for your Startup?

    Too much of anything is bad. One shouldn’t overdo it for the sake of doing it. The same goes for marketing, in today’s world a human get exposed to 500 advertising messages regularly but not all of them can make a space in the customer’s mind.

    Customers are smart enough to block excessive marketing. To be specific excessive marketing may result in a downfall of a startup or any kind of business for that matter; one should be careful and must not cross the line.

    According to a report, at least 44% of people from Facebook tend to unfollow brands due to flooding the followers’ timeline with excessive posts.

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    Reasons That Makes Excessive Marketing Bad

    Over marketing has multiple reasons that can lead to a death of a startup, some of them are down below:

    Wastage of Funds

    If you are a startup, the worst mistake you can do is the wastage of funds. The truth is funds are limited, especially when you’re a newborn company. If unnecessary money is spent on marketing, it can backfire, because there is a possibility that the marketing strategy may not work.

    Another thing is, if the customers become more interested to buy the products and the company is not able to meet the expectations, it will create problems.

    Unnecessary increase in the expenses of the company

    Early age startups may not be aware of their target audience and not have the required data but, if the startup is advertising furiously, this may lead unnecessary increase in the expenses of the company while not giving any profit in return.

    For the marketing of a business, professionals are needed to do the job. Apart from that, space and infrastructure is also needed for them, thus increasing the expenses of the startups.

    This will lead to limited funds being sidetracked and used for secondary functions like marketing instead of using them for actual products and services. So, it may compromise the quality of the products.

    Negative Image of the brand

    With excessive marketing, people can get bored and may feel irritated with messages, emails, or social media posts blowing their phones up. This may create a negative image of the brand in front of the customers and their visibility can irritate them and thus works against the startup by creating distaste amongst customers.

    Unnecessary Controversy

    Excessive marketing with advertisements can also lead to controversy sometimes and may create a negative impact of the brand in front of its audience.

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    How to Avoid Excessive Marketing?

    The startups need to be aware of over-marketing their company and they can do that by:

    • The first and foremost thing, that should be done is to keep an eye on the number of subscribers and followers of their startup on social media. If people are unsubscribing and unfollowing you, that means something is wrong.
    • Keep a check on the number of times you are sending marketing messages to the customers.
    • Repetitive and irrelevant messages should be avoided.

    Facts About Marketing

    Marketing can be difficult as well as interesting for a business. There are a few interesting facts that one must be aware of marketing and they are:

    • An advertisement can only have the attention of consumers for a limited time. In fact, an average consumer only gives 8 seconds of their attention.
    • In this digital world, 75% of the marketing budget is spent on digital marketing only.
    • Articles that contain relevant images get more views.
    • Over 78% of people unsubscribe from emails if the company over sends their messages in the hopes of marketing.
    • 20% of marketers use gifs in their email marketing campaigns.

    Conclusion

    Marketing is a prime need for a startup. A proper strategy is required and followed to achieve the goals of the business. Although, sometimes companies overdo marketing which creates a negative impact and may cause the downfall of the startup. This toxicity needs to be avoided so a startup can fulfil its aim without any roadblocks.

    FAQ

    What is Marketing?

    The process of promoting the products and services of a business is called marketing.

    What are the Four Types of Marketing Strategies?

    There is Cause marketing, Relationship marketing, Scarcity marketing, and Undercover marketing.

    What is one negative effect or impact of advertising?

    Advertising has potential to feed into unrealistic expectations in your mind.

  • How to Promote your Business Online in 2021 (7 Effective Ways)

    For any business to grow, certain marketing strategies are required. These strategies when combined help in the promotion of the business. Among these, the most important strategy for any business is to gather more and more customers and expand their business on a larger scale.

    However, sometimes businesses fail or face major losses during their business hours. And that’s why it’s very important to know what are the right steps and strategies that can help you in the promotion of your business, especially in the year 2021 when there is abundant competition in the market. And that’s what we’ll be discussing in this article!

    When we look at the old data and planning’s, the advertising and promotions of any business were done through a brochure, flyer, advertisements in a local newspaper or postcard. But these required some extra budgets which always hurt the businessmen.

    But with the evolving technology, today, there are numerous ways to advertise and promote any business, whether it’s small, medium or big.

    In this article, we will discuss the top effective ways to promote and market your business in 2021. So, let’s get started!

    Google advertising (PPC)
    Joint Ventures
    Social Media Influencers
    Email Marketing
    Social Media Advertising
    Video Marketing
    Print Media Advertising
    FAQ

    Google advertising (PPC)

    Google Ads
    Google Ads

    One of the most effective ways to promote any business is through Google Ads which is broadly referred to as Pay Per Click. Google is widely known as the advertising platform as around 85% of its total revenue comes from the Google Ads platform. Google is expanding with great numbers and has had an uprising graph for many years.

    Pay Per Click is very beneficial and the most amazing part on advertising on Google is you have to pay only when someone clicks your ads. You can set the cost according to you and can organise many niche campaigns based on the interest of buyers. Pay Per Click is an amazing as well as affordable marketing strategy that attracts a huge audience.

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    Joint Ventures

    In order to promote any business, you need to focus on the right people and getting your offers in front of these. Joint Ventures are the best way to achieve that! Through this, you can easily gather the existing audiences that surely match your standard market.

    Joint Venture can be elaborated as partnering with the non-competing companies who have the same target audience as yours. Joint Ventures also helps in creating brand recognition and sales. You just need to find the appropriate service which can add value to your customers more promptly and also, helps them.

    Social Media Influencers

    In today’s time, Influencers have become an important marketing strategy for many businesses. And marketing through people with tons of fan following is always a win. With Influencers, you can build a strong uprising position in the market and enhance brand recognition among the audiences.

    These Influencers are effective and charge per post based on their followers count. But this always brings you benefits on a larger scale. That’s why investing in these Influencers can bring you great results.

    Email Marketing

    Email Marketing
    Email Marketing

    Email Marketing is counted in the section of broader marketing. As it helps you reach the audience in a planned and effective manner. Email marketing should be must in your marketing strategy.

    However, the percentage of opening emails have dropped majorly but still, when a productive mail is sent to the consumer, there are fair chances they will get ahead with it.

    Also, Email Marketing helps in making your product and services of the utmost choice for the audience. Also, Email Marketing helps in making your product and services of the utmost choice for the audience. Zomato and Swiggy are the few brands that effectively employ email marketing to market their brand. You can also use email marketing automation tools to automate your emails.

    Social Media Advertising

    Social media has become an integral part of our day to day life and for businesses, it’s a great place to promote their business. Today, every social media platform provides a service for businesses to advertise their products and services. And because of this, the audience has become habitual of seeing ads on their social media.

    Ever since Facebook launched its “Facebook lead Ads” tool, businesses have become more effective in reaching their target audience. Through Social Media Advertising, you can spread awareness of your brand as well as promote your business, effectively. You can also promote your business using Instagram, Pinterest or LinkedIn ads.

    Video Marketing

    A study has concluded that around 80% of the people between the age group of 18 to 49 years old prefer video content on platforms like YouTube. This clearly states that YouTube is the biggest and most popular video platform to advertise your product.

    With these statistics, it’s likely to say that advertising through video content is one of the best ways to effectively promote your business. This brings out more customer engagement in your business.

    What you can do is create a YouTube channel based on your company and upload engaging video content. Videos hold the power to enlighten, promote and maintain a connection with the existing customers as well as creating new connections with audiences.

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    Print Advertising
    Print Advertising

    For a very long time, Print Media Advertising has been nurturing and promoting businesses. And today also, this is counted among one of the effective marketing strategies. However, the number of audiences may have dropped in Print Media Advertising but still, it’s a great way to reach out to the conventional portion of audiences. Print Media Advertising and direct mail, two are counted in the list of most powerful and effective marketing strategies for any business.

    Conclusion

    In order to survive in this competitive marketplace, businesses need to have well-planned marketing or promoting strategies. Business promotion is more of a necessity for any business, as it encourages them to be distinct and charm their customers. And that’s what we attempted to describe in this article.

    Even during the pandemic, businesses made their way through online channels. And now, the audience has become so habitual of these that they always seek more services and products ads on the internet.

    Stay tuned for more such articles!

    FAQ

    How to promote your business in 2021?

    Paid traffic from Facebook, YouTube ads, Google ads, Pinterest ads, Instagram ads are some of the ways to promote your business in 2021.

    How to advertise for free?

    Actively promote your brand on social media, Start a blog, and Press releases are some of the great ways to advertise your brand for free.

    Are Google Ads Free?

    You only have to pay for Google Ads when someone clicks on your ad.

  • Common Mistakes to Avoid while Creating Advertising Campaigns (With Examples)

    Ad Campaigns are a great way to communicate with your consumers and spread a positive message about your brand. But not all ad campaigns are successful you need to make sure you convey the right message. If you are planning to create an ad campaign here are few mistakes you should avoid.

    An ad campaign can do wonders if the idea is well executed.

    What is an Ad Campaign?
    Why are Ad Campaigns created?
    Mistakes to avoid while creating an Ad Campaign
    Example of Failed Ad Campaigns
    FAQ

    What is an Ad Campaign?

    An Ad Campaign is generally made to send across a message revolving around a constant theme. These campaigns have a specified duration following questions like:

    • When will it air? And for how long?
    • Is it supposed to be a television commercial?

    The campaigns are tweaked a little accordingly to fit the mediums that are being used. These campaigns are not limited to only a single medium. Mediums like social media, hoardings, newspapers, emails, etc. Can be used, a campaign could also be a series.

    Why are Ad Campaigns created?

    • To inform the audience about a new/existing product or a brand in the market.
    • To stay connected to the audience.
    • To communicate a message or bring awareness among the consumers about a certain thing.

    The mediums are chosen based on the objective and the message that a brand is trying to communicate. For example, your brand might have completed 75 years since it was established. So, to celebrate/inform the consumers about it, you create a campaign that delivers the message.

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    Mistakes to avoid while creating an Ad Campaign

    Stick to the Time

    Media scheduling is important, but along with considering your current theme and the current situation. As the tweets came from Zomato on Twitter, that clarified that the ad campaign that was made back six months ago is bizarre.


    Make the Plan Flexible

    Zomato did not consider for once that once its TVC (television commercial) series would be out, how would people react? All the damage could have been avoided if simply they had a backup plan or would have bent their idea around something else.

    Considering the audience was already engaged in a conversation around the treatment of the delivery workers of Zomato and other food delivery apps on various social media platforms.

    Encoding and Decoding of the message

    We often forget this, especially when we are making ad campaigns these days. Your brand needs to be super careful. Back in the days when ad campaigns were created, people would maybe talk about it. But now with social media platforms, the audience has the power to give feedback. Communication is a two-way process.

    While there are anonymous handles emerging on social media. Not wanting to reveal their identity but to bring attention to the issue of long work hours and low wages. Bringing it to the notice of how the food delivery staff is being treated.

    Be your own critic, revaluate, learn, and do better

    You should consider a small test marketing exercise before releasing your ad campaigns. Evaluate the campaign with your team, gather data, and analyze it.

    Another part of it came when people also pointed out the money that might have gone into the creation of the Ad campaign. Rather than addressing the real problem here and looking for a solution.

    Study the behavior of your audience:

    • How did they take it?
    • Was the message clear?
    • Does the campaign work?
    • Do you need some changes?
    • Is research needed?
    • Can you improve?
    • Is there more that you can do?
    • Is there space to grow?

    See if it could be misinterpreted? Or could send out a wrong message to the audience.

    Remember, marketing plans should always be flexible as the only constant in society is change. One is dealing with human emotions, competing with other markets, trying to stay on top, and when so much is happening mistakes are often made.

    Example of Failed Ad Campaigns

    Zomato’s ‘Har Customer Hai Star’ recent Ad Campaign

    Recently, Zomato’s Ad campaign series with stars like Hrithik Roshan and Katrina Kaif were aired and have received backlash from the masses on social media. The campaign ‘Har Customer Hai Star’ glorifies the delivery boys. With the situation being the delivery personnel delivering his order despite the bad weather in case of Hrithik Roshan. Hrithik addresses him as jadoo and requests for a selfie saying “Ek selfie to banti hai”

    But the personnel leaves anyway, happily without taking the selfie, in the rain, where we later discover the notification that he receives is for another order. With the voice-over following the lines:

    “Hrithik Roshan ho ya aap, apne liye har customer hai star”

    In the case of Katrina Kaif, when the delivery staff gets her the parcel, she asks him to wait while she brings him a piece of her birthday cake. There is the sound of a bell with the notification of another food order that he has to deliver. And the delivery guy goes on outing his duty first, without the cake.

    The one mistake that Zomato made was the mistake of not keeping up with the opinion of the public. And was blamed for diverting the conversation that was going on around social media.

    Remember when Facebook’s rating dropped from 4.0 to 2.6?

    Facebook rating dropped to 2.4
    Facebook rating dropped to 2.4

    This happened on Play Store and it happened quickly as Facebook, the famous social media app, kept flagging and deleting posts, censoring Palestinian accounts who were protesting Israeli military. Its rating also went down on the Apple Store with thousands of one-stars.

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    Here is a quick revision of what you can do:

    • Keep your audience in mind while creating an ad campaign.
    • Remember, you can always do better.
    • Make a clear-cut message when thinking. Ask: what is it that you want to deliver?  
    • Test marketing helps.
    • Do your research. Plan and schedule the campaign based on what is going around right now?
    • The key message should not be miscommunicated.
    • Remote communication is a two-way process.
    • Be sensitive.

    Conclusion

    We are living in the age of the 21st century. People on social media are well informed. The youth today talk about politics, gender equality, feminism, revolution, and care about issues that matter to them. Movements are made in a blink to make sure that change is made for good.

    FAQ

    What should be avoided when creating a marketing campaign?

    Make sure your message is clearly conveyed, Be your own critic and do a test run before releasing your ad.

    What are some marketing mistakes?

    Making assumptions, Ignoring customer complaints, Faking popularity, and Ignoring the emotional drivers of choice are some of the common marketing mistakes.

    What is the impact of advertising?

    An ad campaign can create a positive impact on consumers mind that in turn can influence future behavior.

  • Dream Implantation and The Future of Advertising – Thoughts and Concerns

    Advertisements over the years have significantly affected the way we think and make choices. The concept of free will and independent choices are mere idealistic believes that we have today. But as for the advertising industry and for the multinational companies the extent of advertisements they do is not enough.

    The expanse of advertisements is going to go beyond television, newspapers and websites; now into your dreams. Various studies have successfully proved that by tweaking certain aspects of the advertisements and effectively using the psychological nature of the human mind, companies can now play advertisements in our dreams.

    What is Dream Incubation?
    Molson Coors Dream Implantation Project
    Future of Advertising
    Concerns about Dream Implantation
    FAQ

    What is Dream Incubation?

    Dream incubation uses various stimuli like sounds, images or sensory cues to monitor and control one’s nighttime visions or in fact dreams. It is not a modern invention. In fact, inducing dreams have been in practice since the beginning of human civilisation.

    In the fourth century BCE, Greeks used to sleep on earthen beds inside the temples of Asclepius, in the hope of entering an induced state of a dream through which the cure for many diseases will be revealed.  

    With modern technologies, newer possibilities were opened that were rooted in scientific evidences. These days researchers have successfully been able to control dream content through external stimuli.

    Through this effective monitoring and conditioning, researchers have even been able to make people answer several questions while they are dreaming. It is mainly because people are more vulnerable when they are asleep. From a business perspective, this is a huge opportunity for advertisements.

    According to an open letter that was published on site named DXE, the scientists have already warned about this and enumerated the intricacies of play of ads in your minds.

    There they have explained how the concept of dream advertising or dream incubation will enable companies to engineer ads right into your subconscious when you are sleeping. The biggest fear here is that this is not in the distant future and dream advertising is already tested in public. Which means it is here!

    Molson Coors Dream Implantation Project

    A company named Molson Coors beverage company openly admitted that they were able to manipulate user’s dreams so that they will see images of alcoholic beverages when they sleep. This is mainly through a variation of Pavlov’s classical conditioning.

    The notion of Targeted Dream Implantation or TDI has its history dated back to over a century. Scientists who have researched into the details of TDI have observed that dream implantation has been very useful in cases of initiatives that try to help smokers quit smoking. They say that these people smoked 30% less when they dreamt about the smell of rotten eggs and cigarettes.

    According to Molson Coors, who collaborated with a professor from Harward University, Department of Psychiatry, Mr Deirdre Barrett said in their press release that “Barrett worked with the Coors team to develop a stimulus film that, when paired with a curated eight-hour soundscape, induces relaxing, refreshing images including waterfalls, mountains, and of course, Coors”.

    The Coors experiment was rather interesting. They asked customers to watch a very short ad before they went to sleep that featured waterfalls, mountains, Coors Beer etc. and then they played a custom soundscape while they were sleeping. Out of the 18 people who participated in the experiment, five of them reported that they dreamt about the Coors Beer.

    Although the results of these experiments are not officially published, one can imagine the scope of such a revolutionary study on the entire direction of advertising in the future.

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    Future of Advertising

    We must also look at smart devices like Alexa which can actually function on their own if they want to or if they are guided by a larger governing body. Devices like these will be able to play anything that they want if the advertisers purchase advertising time on these devices.

    These devices can also be used to detect details like the sleep pattern of people, behaviours, song preferences etc. that could help them influence dreams in the company’s favour.

    Concerns about Dream Implantation

    Various association of scientists and media firms like the Guardian have already expressed their criticism and deep disregard for such an initiative. Sleep and dream researchers themselves have urged for a nuanced regulatory system that controls advertising laws.

    They are of the opinion that such initiatives should be nipped much before it starts to have a very strong hold on people. The extent of privacy breach that would be facilitated through such unfathomable domination of one’s free will cannot be ignored.

    Apart from the problem of privacy breaches, it is also an issue of free will. Humans have the right to make informed choices, However, the popularity of dream incubation will result in the exercise of manufactured choices. Right now, all of us can heave a sigh of relief at the cost ineffectiveness of such an initiative for commercial purposes.

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    FAQ

    What is targeted dream incubation?

    Targeted dream incubation is guiding the dreams towards a specific theme or subject.

    What are the concerns regarding dream implantation?

    Various association of scientists and media firms like the Guardian have expressed their criticism and deep disregard for dream implantation.