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Tag: Marketing 📢

  • 7 Steps to Create the Perfect Content Marketing Strategy

    Every good marketing technique requires a strategy and content forms the core of this strategy. The leading goal of using content marketing is to create brand awareness. Using the content wisely would not only help you get more customers but also in reviving and strengthening the trust of older ones.

    Today, most brands including the big ones like Microsoft, P&G, Google, etc. are using content marketing. But, do you really need content marketing for a successful business?

    The answer is yes. If you are still asking why we have listed below the areas where content marketing will help your business to grow:

    • By creating awareness about your products & services.
    • By building a strong and loyal relationship with your customers.
    • By reaching your target audience with solutions.
    • By developing a community around your brand.
    • By boosting your conversion rates.

    Owing to all these reasons content marketing has emerged to be not just important rather mandatory for the success of any brand across the globe.

    There are several tips and tricks that will help you master the art of content marketing. For example, posting fresh content regularly would help you to earn links, rank on SERPs, and also in driving social engagement. However, to get the desired results a good content marketing strategy is as crucial as good content itself. This means the right content must reach the right audience at the right time for the right reasons.

    This has become especially important in post COVID times when most companies have to cut down the cost of marketing owing to the future uncertainties. As per the studies, the overall revenue spent on marketing has declined from 11% in 2020 to 6.4% in 2021.

    This has resulted in businesses rapidly moving towards online forms of marketing resulting in a sudden boost in demand for compelling and valuable online content. Owing to this the revenue for content marketing has increased several folds worldwide.

    As per statistics, the overall worldwide revenue for content marketing which was around the U.S. $42.2 billion in 2018 has increased to the U.S. $76.09 billion in 2022. Moreover, this revenue is expected to increase to the U.S. $137.2 billion by 2026.

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    So if you are struggling to develop a perfect content marketing strategy for your business, you have ended up at the right place. In this blog, we will share the best content marketing strategies for 2022.

    Before you begin devising your strategy, we must first understand what all will we require for it i.e. the key elements of a content marketing strategy.

    Key Elements of Content Marketing Strategy
    7 Steps for Creating the Best Content Marketing Strategy

    Key Elements of Content Marketing Strategy

    There are five key elements that must be clear in your mind before you begin your planning. These elements will help you come up with the perfect strategy and take your business to new heights. They are:

    Audience Persona

    Before you feed them, you must know what they like. For a successful content marketing strategy, you should know the persona of your target audience. Their choices, preferences, expectations, etc. everything should be clear.

    This is also sometimes called buyer person. It will enable you to bond with your target audience through effective communication.

    There are a number of ways to do this:

    Review the analytics of your website: Make category-wise notes on your audience includes. Divide them into groups like customers, potential customers, visitors, etc. This way you can identify your target audience as well as their pickings.

    Conduct surveys: The best way to know what they like is to directly ask them. This would save you from making assumptions. Leave small one-word or one-sentence answer-type questions for your visitors. Review the poles to get a clear picture.

    Analyze the latest trends: Whatever your business is everything changes with time. To sell better you must always remain updated. Explore the market regularly to know what your customers might be expecting from you. Keep revising your products as per the need.

    Track your competitors: “Keep your friends close and enemies closer.” This might sound dramatic but is true for any business person. If you wish to stay ahead keeping track of your competitors is imperative. See what makes them desirable to the customers.

    Overall knowing the challenges, preferences, and priorities of your audience would help increase your conversion rate.

    Positioning & Brand Storytelling

    The story of your brand and the positions of your products should be clear. This will help in providing a consistent experience to the audience even when they visit you through different content channels. Moreover, as multiple individuals are involved in developing content a clear story will also help them create the right image of the product.

    Knowing your existing and potential customers as well as your top competitors is very important. Further, knowing the unique value of your brand, and the challenges it is helping to resolve would be very useful in creating your brand story. All this together will aid in bringing your brand forward as a better and preferable choice for your customers, over your competitors.

    Content Marketing Mission

    It is actually a statement meant to answer all your questions regarding content marketing. This describes the target you wish to accomplish using content marketing.

    This may include questions like “why to create content, who is your target audience, how to reach them, what goal will you accomplish through this?” etc.

    This must also focus on the unique value you wish to provide your audience through your content as well as your detailed business model. Doing this will help you identify the right format for your content.

    Business Case

    The ultimate aim of your content marketing strategy is to get more business. Therefore, documenting a well-defined business case is highly crucial. The business case will assist you in identifying your business goals and how your content marketing strategy will help you in achieving them.

    Moreover, it will also recognize the resources that need to be invested in your strategy to generate desired results. Benefits, costs, and risks related to a content marketing strategy can be easily figured out using the business case.

    Action Plan

    Finally, you will need an action plan that covers all your goals. This should include everything starting from the format and language of your content, content topics and campaigns, channels for promotion and distribution, as well as publishing and managing your content. Creating an editorial calendar can also help you with your plan.

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    7 Steps for Creating the Best Content Marketing Strategy

    In this section, we will share with you the 7 most powerful steps to craft the best content marketing strategy for your brand. So let’s begin.

    Categorize Your Audience and Content

    As described in the earlier section, you must have your audience persona handy and segregated it into different categories. However, an important piece of advice here is to not consider any of these categories useless.

    The visitors of today may turn into your loyal customers tomorrow it all depends on what you have in offer for them. So, observe the activities of every kind of audience you have.

    Usually, an individual connects with the brand slowly. They may just scroll down through your websites for months before they finally decide to take an action. It takes time for people to trust a brand and its products.

    Moreover, remember that you would buy a product on the advice of a friend, not a salesperson. So, try to be a caring friend to your audience whom they can trust. The best way to do this is to provide them with the right information. For example, if you are a skincare brand, tell them about the skin requirements and basic skincare tips before you actually introduce them to your product.

    Having said that don’t forget that your ultimate goal is to increase conversion rate and that will only happen if your audience remembers your product. Integrate your brand with every story you tell your audience. They should get comfortably aware of everything you are providing.

    The customer must feel that you genuinely care for their needs. Once they start trusting you try to resolve their problems by extending your relevant product. A clear call to action is extremely important at this point.

    Another important thing to remember here is that no customer will buy every product. Each of them has different requirements. Hence, you must serve them accordingly.

    The book “Business model generation” written by Alexander Osterwalder and Yves Pigneur talks about the Empathy map based on a comprehensive approach. They describe it as a collaborative tool that will help you understand and connect with your audience better. It actually promotes walking in the shoes of your customers.

    This concept focuses on adopting the audience’s perspective to understand their needs. This will provide you with an overview of what they think and feel. Also, you can decipher the factors that will encourage them to develop a strong relationship with you.

    The audience is looking for the solutions to various problems they have and your responsibility, as a marketer, is to fit your product into their requirements.

    Setting Your Content Marketing Goals

    Your content marketing goals must comprehend the overall goals of your company. By looking at the wider scenario you will be able to make a better analysis of how can you actually make every content count.

    You must also identify suitable content marketing metrics for your business. They might be primary, for example, the direct revenue generated by content marketing, or secondary, for example, organic traffic, SERP rankings, etc.

    Further, consider the resources that are available to you. This will let you set motivating yet practical goals that are specific, measurable, and achievable. Setting the timeline and using realistic benchmarks to assess the goals is also very crucial.

    There are a number of frameworks that will help you through the entire process of goal setting and tracking. Key Performance Indicators can be of great help if you are trying to set higher goals for your business. However, if you are worried about the complexities or intricacies of most frameworks as a beginner, we would advise you to go for OKRs. Objective and Key Results will help you set agile goals and track your performance through key results.

    As a leader make sure to involve your team in every discussion. Ask for their opinion, and see how some of them may surprise you. Allow them to set separate goals individually or for the teams. This will make them feel more independent and important. Also, it will encourage them to work more efficiently towards the goals.

    Analyze Your Existing Content

    There are almost 1.17 million websites on the internet that produce around 70 million blog posts every month. This data is enough to bring your attention to the quantity of content available for your audience. Hence, if you want to have more engagement with your audience focus on quality. It is important to remain active but, it is equally important to maintain eminence.

    This is why you must analyze the content that already exists on your website. Also known as content audit it is done by most successful companies annually or half-yearly. The basic idea here is to analyze the existing content to identify the best-performing topics and keywords. Also, it will help you recognize the communication channel most preferred by your audience.

    When implemented correctly it can help in generating more organic traffic, securing better ranks on SERPs, as well as in boosting the engagement of your content.

    Editorial Plan and Content Calendar

    To create an editorial plan and content calendar is to allocate your resources and recognize your limitations. You should be absolutely clear about your content marketing goals at the beginning of the year.

    After your goals are set it is extremely important to prioritize them. At this stage, you can actually identify opportunities to experiment and at the same time create a plan that will save you from making blunders.

    Your entire plan should be based on what services or products you are offering, renewing, or launching for your audience. The plan will include the roadmap for the product campaign and recognize the resources needed to implement it. It should also be able to estimate the potential gains.

    Creating an excellent editorial plan starts with finding relevant topics. You can use various paid and unpaid tools available for this purpose depending on your budget. These topics must be in the interest of your target audience. Try looking for content that is evergreen. This means that your content should be sustainable yet fresh for the readers.

    Topic Selection

    It should always top your priority list. Majorly there are two factors that help you in topic selection. First, whether it will sound attractive to your target audience, and second, does it have the ability to achieve conversions.

    If you have a problem finding a large number of topics try to create topic clusters. These are several inter-related topics that share the same central term with other relevant subtopics. This will help you establish yourself as a pioneer of that particular topic amongst your readers making them trust you even more.

    Also, before you finalize your list of topics do not forget to dive into the content of your competitors. It might prove really useful in finding relevant topics, formats, or keywords. For more ideas you can also visit the other content publishers, for example, influencers, online magazines, etc., that share the same area of expertise.

    Your content plan should be such that it covers all the aspects of the customer’s journey. This is highly important as you will have a variety of audiences visiting your site for a variety of purposes, this is known as the customer journey. You must have content for each of their need.

    The different aspects of a customer’s journey include:

    • Recognition: Recognition is when an individual recognizes you as a brand and begins interacting with you.
    • Contemplation: Contemplation is when they start considering you for their needs.
    • Selection: Selection is when they select you to help them with their issues.
    • Retention: Retention is when they start relying on your product for their requirements.
    • Endorsement: Endorsement, is when they start recommending your products to their nearby people.

    Prepare a list of your topics based on these factors. Once you have the list in hand, decide a deadline for each topic and put the schedule on your content calendar. This will keep the information handy and organized. You can also track the progress of a project at any point in time and not miss a deadline.

    Content Development

    The entire process of content marketing revolves around the content. You cannot afford to make mistakes in this area. Even when you want to speed up the entire process and reach your goal with rocket speed, you cannot compromise the quality of your content.

    The originality of the content is most important. No matter how well you write if the content isn’t original neither the audience nor Google will give weightage to it. For good quality content apart from reading the resources online also include your personal opinion, knowledge, and experience while writing.

    Do not just focus on specific areas rather include diversity in your topics. More diversity means more engagement for a variety of people. Use graphics and images to keep your readers engaged. Whenever possible provide statistics for better understanding and acceptance of your content.

    Repurpose your content into different styles to make it reach a wider audience. For example, you can create podcasts, infographics, or even videos out of a blog after publishing it.

    You can also include User Generated content for your website. The top positive comments you received, or videos or photos shared by your customers, share all on your website. This will attract a lot of positive attention to your product.

    Content Distribution Plan

    As discussed in the earlier section, good content is only valuable if you can make it reach the right audience at the right time. Even the best content becomes worthless without proper recognition. For this, you need an excellent content distribution plan.

    There are majorly three channels for content distribution. They are:

    Owned media channels: Includes blog posts, landing pages, newsletters, social media profiles, etc.

    Paid media channels: Includes social media ads, influencer campaigns, sponsored content, etc.

    Earned media channels: Comments, shares, mentions, guest posts, etc.

    Basically, the purpose of all of these channels is to publish your content and promote your products. While you plan your content distribution analyze all the channels. Use past performance and experiences to identify the best suitable channel for your audience. Also, look for other new alternatives available in the market.

    Align your messages and goals across all the channels to provide a clear picture of your brand and products. The omnichannel approach is considered the best to bring your product to the attention of your audience.

    Focus on content optimization and content quality to get desired results. The main target while developing any kind of content should be to improve user experience. The readability of the text, the tone, and format, everything should be as per the convenience of your users.

    Regular Update & Analysis

    Content marketing is a regularly evolving process. Therefore, the evolution of your content is also mandatory. Analyze the performances of your previous content to understand where the audience connects the most and where they don’t. These are the signboards for the success of your content.

    Identify the content with the best engagement and conversion rates, and develop more similar content that intrigues them. There are four essential metrics of content marketing that decide whether your content is valuable or not.

    User behaviour: See how users react to a particular type of content. How much time they spend on that page or the number of new or returning visitors. Identify your top-performing pages.

    Engagement: The comments, reviews, and shares are all signs of engagement. Look at them to know the worth of your content.

    SEO outcomes: The dwell times, backlinks, organic traffic as well as keyword rankings will define how often you will appear in searches.

    Company revenue: Nurturing old leads, generating new leads, cost per acquisition, conversion rates, etc. will help you identify the best and worst content on your site.

    Examine your content based on the above factors to decide upon the future course of action in your content marketing plan.

    Conclusion

    Like any other industry, the trends in content marketing also keep changing with time. However, if you understand the basic principle your brand will sustain all the changes and still stand strong.

    Understanding your customer and winning their trust is the ultimate key to becoming a master of content marketing.

    P.S. Special advice for beginners: Don’t jump into the rat race immediately as a single wrong decision can ruin your goodwill forever. Keep optimum pace and take time to establish yourself amongst your audience. Build trust as well as brand value. Soon the audience will start engaging with your content.

    FAQs

    What is a content marketing strategy?

    Content marketing is a marketing strategy that is built to attract more visitors, create high-quality content and rank higher on Google.

    What are the 4 pillars of content marketing?

    The four pillars of content creation are originality, relevance, engagement, and relevancy.

  • Risks and Rewards of an Invite-Only Marketing Strategy

    You must have heard of the popular marketing strategy called “invite-only”. In the invite only marketing strategy, new users can join your website only when they are invited by any current users on the site. Invite only events can be very risky as you are launching and not letting everyone use your product. Because you bet on the fact that people will remember you and come back later.

    The invite only strategy is generally done with the goal of getting early feedback to prepare for a later marketing launch. Some popular invite only platform were Facebook which was limited to Harvard students only, Quora to influencers and Gmail with their Google+ social network. To date, Dribbble, Behance, Clubhouse are among several other invite only platforms.

    One such example is Pinterest. When Pinterest was first getting started, it was among the few invite only websites but allowed users to request an invitation if they wanted to join. After requesting an invitation, Pinterest sent out an email to prospective users explaining that the waiting list was quite long, but that eventually, they would be accepted to join.

    Not only internet-based startups but also China-based Mobile Phone company Oneplus launched its new products with the OnePlus invite only strategy.  

    “The reason we created an invite-only system is that we want to control the risks the best we can, to control production, quality, quantity. It’s not like normal marketing; if you have a good product, you’ll want to introduce it to a friend. So the OnePlus 2 is like a product based on friends saying, ‘Come on, that’s good, go buy it.’ This approach throws tradition away.” told founder Pete Lau.

    However invite-only strategy doesn’t work all the time. Simply put, an invite-only marketing strategy is a double-edged sword. With many benefits, it also comes with disadvantages and could backfire if not done properly.

    Advantages of Invite-Only Marketing Strategy
    Disadvantages of Invite-Only Marketing Strategy

    Invite-only Marketing Strategy

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    Advantages of Invite-Only Marketing Strategy

    There are many benefits of launching an invite-only platform, the main being that it makes your startup brand itself as being exclusive, top quality, private, etc. The invite only strategy makes the users feel that they’re a part of something special.

    Get Feedback

    Getting Customer Feedback in invite-only Marketing Strategy
    Getting Customer Feedback in invite-only Marketing Strategy

    The invite-only marketing strategy can be effective when it comes to improving a product or service. Users acquired in beta stages are a lot more engaged with the service and also help in future development. These are the users who are willing to give you appropriate feedback on the application as well as to monitor their usage to test whether you have created a product that people want and achieve product fit.

    Create a Buzz

    Scarcity has a nice effect on increasing demand. With the help of an invite-only marketing strategy, you might get your product in front of more eyeballs than otherwise because they feel a stronger desire to see it. The invitation strategy sparks the interest and curiosity of outsiders and drives product hype.

    Filter Spam Users

    Invite only apps helps you to make sure these are your authentic users. Your first few users will be very important in helping you to determine your product roadmap. Especially useful if you have limited resources and can only work on certain important features. This will help you prioritizing and pivot quickly if needed. So instead of focusing your attention on the content, you can more focus on the product.

    Create a Degree of connectivity

    Especially if you are launching something with a social feature it allows your invitees to send out their own invitations to their network, the new users will already have a connection on the network. A brand or app launch invitation will help foster in-application social connections between groups of pre-existing friends.

    Invite-only marketing strategy works quite well for website launch. A website launch invitation helps in getting users which may not have come otherwise – new members who are referred by others tend to give products a longer trial run and have a higher likelihood of converting into long-term users than any other means of marketing.

    A product launch invitation email is a popular way of limiting the number of people at launch events, especially during the time of the Covid 19 pandemic.

    Disadvantages of Invite-Only Marketing Strategy

    The platform using Invite Only Marketing Strategy
    The platform using Invite Only Marketing Strategy

    There might be a severe disadvantage of the invite only marketing strategy. The worst is that even your early users will leave and forget your site. If you invite a bunch of people and they all join but post low-quality information or just don’t post at all, they won’t find it interesting to ask their friends to join too.

    Negative Buzz can Kill your Startup

    An invite only strategy will lead to the negative buzz that can quickly damage the product reputation and stop new users from accepting invites and steer others away from inviting friends to use the product. One way to combat invite only marketing strategy is to game the system – populate the site with your own content or relevant curated content, have your friends and associates participate, call in favours in the form of engaging posts, etc.

    Fewer Users

    Why would you like to limit the number of users who can sign up?  Let it be completely open and available to all and find other ways, such as using algorithms and user feedback systems, to deal with low-quality users and their low-quality content. After all, what proof is there invite-only websites that produce all the potential benefits I’ve speculated on above?

    Less Feedback and Sharing

    More users will also result in more feedback and more word of mouth. By invite only, you restrict people from using your product and they would not know more about you even if they want to.

    It’s Harder

    Invite only means more programming than not going invitation only, all other things being equal. Do you really want to spend any of your valuable startup time creating a user-management system that allows you to specify who can and can’t sign up?

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    Do let us know if you going for an invite-only marketing strategy for your startup!

    FAQs

    What does invite-only marketing strategy mean?

    In the invite-only marketing strategy, new users can join your website only when they are invited by any current users on the site.

    What are some invite-only platforms?

    Some apps using Invite-Only marketing strategy are:

    • Dribble
    • Behance

    Was Facebook invite-only?

    Yes, initially in 2004 when Facebook was launched it was invite-only and available to only Harvard students before expanding to other Ivy Leagues colleges and then gradually anyone could sign up to the website. This invite-only marketing strategy helped Facebook grow in its initial stages.

    Is Clubhouse invite-only?

    Clubhouse is no more Invite-Only App since July 2021. Earlier it used Invite Only marketing strategy.

    Which startups should use invite only marketing strategy?

    Invite only marketing strategy works well with luxury brands.

  • Comprehensive Guide to Analyse Your Competitor’s Marketing Strategy

    When you decide to begin with your own startup, there are a few things that cannot be avoided. You must have heard that there is a lot of competition when you thought of starting up your own business in that field. This is the time you need to realize that, you need to build up a new skill to land your startup in success.

    One of the skills is Analysis of your competitor’s marketing strategy is a skill which is extremely useful for any sort of business you might have entered. On the other hand, analysis of your competitor’s marketing strategy is a crucial step which if once analyzed, brings you halfway to your success. You need to make sure that you look outside the window and analyze what others are doing and know their strengths and weaknesses. In this article, we will provide you with a guideline on how to analyse your competitor’s marketing strategy. So let’s get started.

    What Is Competitor’s Marketing Strategy Analysis?
    What All Does This Analysis Comprise?
    Benefits of Competitor’s Marketing Strategy Analysis
    What Is the Process of Analyzing Competitor’s Marketing Strategy?

    What Is Competitor’s Marketing Strategy Analysis?

    Competitive analysis in simple words refers to– a well-structured evaluation of your business environment that includes the competitor’s company, it’s offering, and most importantly its marketing strategy. It is the art of knowing how well the other players of that particular field are doing in the market. Most importantly look for the spaces they are creating for you to grab the opportunity to dive into and come up better than them by providing something more valuable.

    What All Does This Analysis Comprise?

    Competitor’s marketing strategy analysis involves qualitative and quantitative data that is very crucial. The goals and missions of an organization depend upon it. Most importantly, how will the goals be achieved, i.e., what will be the strategy to effectively and efficiently achieve those goals is also formulated in accordance with the data collected. It involves answers to various questions like-

    • What are the competitors good at?
    • Where do the competitors lack?
    • How to make sure that they don’t steal away your customers?

    Benefits of Competitor’s Marketing Strategy Analysis

    Analysis of competitor’s marketing strategy is a crucial step for all businesses big or small. It must be done cautiously. As, it deals in the collection of the most important data, upon which the organization’s strategies are based upon. If done appropriately, it gives out plenty of qualitative and quantitative data that will help your own crucial business decisions. Analysis of Competitor’s Marketing strategy is important in many ways.

    Identify Opportunities

    Why choose your brand? This question plays a significant role in separating you from your competitors. A good analysis of a competitor’s marketing strategy gives you an insight into what unique would customers find in you. So that, they choose you over your competitors.

    Competitor’s marketing strategy analysis creates a significant opportunity to identify gaps through analyzing data. Create a new product category to bridge the gap between what your competitors offer and what the customers need.

    Know Strengths and Weaknesses

    You have a great opportunity to find out, where do the competitors lack by analyzing the collected data. Improve your product by capitalizing on competitors’ weaknesses customers complain about. It helps you create your own Unique Selling Proposition. You must learn from their mistakes and make sure that you do not repeat them at any cost. The focus must be on consistent learning and improvement simultaneously. By this, you can easily come up with a distinguishing identity in the market.

    Position of Your Business in the Long-Run

    As your brand expands, the expectations of your customers from you also increase. This opens up an opportunity for you to position your business in the long run. When you create a distinguishing identity. Through competitor marketing strategy analysis, you get a chance to get to know all their weaknesses of them, which is an edge for you over your competitors. You need to overcome all their mistakes that will help you position your business in the long run by creating a faithful image in the mind of the customers.

    You get to know what is going on in the market. It, therefore, helps you to keep with the pace and follow contemporary methods. You must eliminate the usage of obsolete and traditional marketing strategies. It helps you uncover market segments that aren’t fully served by competitors. You need to focus on that and work upon the loopholes of the competitors.

    Motivation

    By analyzing what your competitors are doing, you get to know their position in the market. They set a benchmark that helps you measure your standards and take corrective action wherever required. The presence of competition in the market gives the inspiration to work consistently. It gives a thrust to keep on striving to do better.

    What Is the Process of Analyzing Competitor’s Marketing Strategy?

    This guide on analyzing competitor’s marketing strategy works well for startup founders, entrepreneurs, business owners, marketers, etc. Including certain tips on where to look for data that isn’t publicly available, this guide consists of a step by step process of how to go about analyzing your competitor’s marketing strategy-

    Identify Competitors of Your Industry

    The first and foremost step is to determine who your competitors are. You need to pick the right competitors who are pitching similar products or services targeting a similar category of customers. To simplify, divide your competitors into two categories: direct and indirect.

    Direct competitors are those, who offer a product or service similar to that of yours who works as a substitute for yours operating in your same geographic area. Whereas, Indirect Competitors are those who provide dissimilar products that can be used as an alternative to satisfy the needs of the customer. You need to realize that Direct Competitors are to be paid more focused.

    Wondering how to identify direct competition? Here are the steps to follow-

    • Analyze search engine results (SERPs) for similar product queries.
    • Have a look at the market share analysis.
    • Have a check on who is sourcing products from the same suppliers/wholesalers as per your plan.
    • Keep a note of brands that use your target buyers the most.

    Determine What They Offer

    Product or services offered is where the heart of any business lies. Therefore, it is the best place to start with. A deep analysis of the competitor’s complete product line or services offered must be done. Along with this, there must be an eye upon attractive benefits that they offer along with the product and service which tends to attract their customers.

    Analyze Their Tactics

    Existence in this competitive market is quite difficult. Certain tactics are used by market leaders to achieve heights. Therefore, the focus must lie on the following questions-

    ¡ What does the sale procedure look like?
    ¡ What are the channels of distribution used by them?
    ¡ What are the tactics that earn them the most advantages?
    ¡ What are their customer relationship management techniques?
    ¡ What are the lucrative offers they offer to their customers?
    ¡ How do they manage interpersonal relations?

    These are a few helpful pieces of information that give you an idea of the tactics that the competitors apply. By knowing this, you can get an idea about how to go about to form own strategies.

    Analyze Their Pricing Strategy

    Price is the most important element. It is the value that the customer pays for the product or service. Pricing must be done very carefully as it depends upon certain major factors. Due care must be taken upon how the competitors tackle those factors and price the offerings.

    Determine Their Marketing Strategy

    The productivity of businesses depends upon the marketing strategy that is used. There must be knowledge of marketing strategies being applied by other players in the market. With the advent of technology, most businesses use the internet for marketing. The online world opens up the doors to meet a vast audience. Observe the competitor’s website, the way of content marketing, social media marketing, etc.

    Use Spying Tools to Know Your Competitor’s Strategies

    Various online tools and methods are available online which help you be aware of your competitor’s strategies. Spying tools can be of great help for this. One of the popular spying tools is AdSpyder. It helps you spy on your competitor’s ad strategies on different platforms. The platforms include Facebook Google, Youtube, and Instagram, and also search engines like Yahoo and Bing.

    AdSpyder – Spying Tool

    Perform a SWOT Analysis

    SWOT Analysis is a great tool to envision how to get an edge over other businesses. SWOT stands for Strengths, weaknesses, opportunities, and threats. When you have an overview from all these perspectives, you are on the right path to success. The analysis must comprise of following areas which are not exhaustive-

    ¡ Customer experience
    ¡ Online marketing strategies
    ¡ Pricing strategy
    ¡ Content strategy
    ¡ Promotion strategy

    Conclusion

    The main objective of this article is to pay attention to the opportunities that the competitors are missing. One must learn to take advantage of the competitor’s weaknesses through the strengths of own. The market is highly dynamic which demands routine running of the competitor’s marketing strategy analysis. Competitor’s analysis is a multi-facet process, which if well-executed can land you towards productivity.

    FAQs

    What is Competitor’s Marketing Strategy Analysis?

    It is the art of knowing how well the other players of that particular field are doing in the market.

    What is the importance of Competitor’s Marketing Strategy Analysis?

    Analysis of competitor’s marketing strategy is a crucial step for all businesses big or small. It is important in many ways.

    How to Position a business in the long run?

    Business need to overcome all their competitor’s mistakes that will help you position your business in the long run by creating a faithful image in the mind of the customers.

  • Marketing Strategies of Colgate That Made It a Successful Toothpaste Brand

    When it comes to oral care or toothpaste, in particular, there is one brand that immediately pops up in every Indian’s mind and that is Colgate. For over 200 years, Colgate has been carrying out its business internationally. Even today in India, Colgate is a brand that is known for its quality, its affordability, its product range, and most importantly its goodwill.

    It has been a trusted brand for oral care products and has satisfied the needs of millions of customers. Be it the toothpaste, toothbrush, mouthwash, or dental floss, the company has never seen a great downfall in the market.

    One of the major reasons for the success of Colgate in India and internationally has been the marketing strategies and ways of branding. The company applies effective marketing strategies according to its market segmentation, demographic, psychographic, and consumer behavioral patterns. To know more about Colgate, its history, and its marketing strategies, watch this space.

    History of Colgate
    Top 5 Marketing Strategies of Colgate

    1. Collaboration with Influencers
    2. Location-Based Targeting
    3. Creative Packaging with a Strong Message
    4. Building Trust Among Customers
    5. Reflecting the Innovations

    History of Colgate

    Colgate Logo
    Colgate Logo

    Founded in the year 1806, India’s No.1 toothpaste brand, Colgate was a soap, starch, and candles business back then. William Colgate found the company Colgate in New York. After he passed away Samuel Colgate ran his business and in the year 1873, a new product was launched – toothpaste that was then sold in jars. Since the 1920s the company started operating its business in other countries as well. By the end of the 1980s, the company was popular and successful in selling toothpaste that was to prevent cavities, bad breath, whither teeth, resolving gum bleeding problems, etc.

    Success Story of Colgate

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    Top 5 Marketing Strategies of Colgate

    Following are the top marketing strategies that Colgate has used in India to become one of the most promising and prominent oral healthcare brands:

    Collaboration with Influencers

    The Company has always targeted to shoot advertisements with prominent celebrities. Very popularly the Colgate Max fresh has always been promoted by Ranveer Singh which depicts that the toothpaste is equally fresh and energetic as Ranveer is.

    Also, there are many other advertisements where many Bollywood celebrities have been associated like Kareena Kapoor, Shahrukh Khan, and Madhuri Dixit. Colgate has been collaborating with YouTubers as well which has targeted and reached millions of millennials.

    Colgate Brand Endorsement

    Location-Based Targeting

    Colgate has always been a master when it comes to ad campaigns and marketing strategies. They tap different locations with different marketing strategies and get a lot of success in the form of positive response and lead generation. One such example of Colgate’s marketing strategy based on location was the Kumbh Mela, the largest spiritual gathering of Hindu devotees.

    Kumbh Mela Campaign of Colgate
    Kumbh Mela Campaign of Colgate

    Colgate tapped this market very well and understood that most people who were present in this area had low levels of literacy rates. To make them aware of the brand and the product, Colgate had sent voice messages via radio and mobile phones.

    The virtual network that the company created around Kumbh Mela was a perfect location-based approach to the target audience. The message spread to the pilgrims was to visit the Colgate booths and receive free samples of Colgate toothpaste along with that stand a chance to win prizes.

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    Top 10 Viral Marketing Campaign Analysis and their impact on Startups
    I was spending some time in the virtual world with Facebook[/facebook-ads-dropshipping-business/] today, suddenly there was this offer tobuy some interesting household [/facebook-ads-dropshipping-business/] goods.They seemed reasonably priced too! Then after a few minutes, there was anotheradve…
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    Creative Packaging with a Strong Message

    Colgate Packaging | Success Story of Colgate
    Colgate Packaging

    Colgate is very witty when it comes to the packaging of its products. The packaging is very youthful, bright well has very decent which appeals to all kinds of masses as well as spreads the right message across.

    Be it the Cavity protection toothpaste or max fresh toothpaste the company’s advertisement commercials and advertisement campaigns aptly signify what they are offering and by concentrating on the solution to the very specific problem of oral health, they gain the trust of the masses.

    Building Trust Among Customers

    Colgate has always touched upon the sentiments of the masses and has engaged the masses through its heartwarming stories. Not only the company has build trust in the market by providing quality and affordable products but also has participated in numerous social causes, which has increased the trust of Indians.

    Colgate has participated and partnered in various NGO’s and social activities which have indirectly always been a part of one of the most effective branding and marketing strategies.

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    Reflecting the Innovations

    Colgate Innovations
    Colgate Innovations

    Colgate has its operations since 1957 in India. It was a market mover then since it was the only company that provided toothpaste in a tube. It was a revolutionary time it got the attention of the masses, unlike any other brand at that time. Later on, the company identified the nerves of the Indian market.

    Colgate launched a series of natural and ayurvedic toothpaste in India along with more than 90 other international markets. Indians have always been attached to traditions and values and Ayurveda is the essence of India.

    They released Colgate Vedshakti which was made with Ayurvedic Ingredients and was said to be natural. The other great invention of Colgate was when the company released Colgate SlimSoft Charcoal.

    It was the first-ever toothbrush In the Indian market that had super slim bristles combined with charcoal. There was no other company than who made charcoal-infused toothbrushes and toothpaste. In such ways, Colgate has always been reflecting its innovations in the Indian market.

    Conclusion

    Colgate has always been a company that has focused to work on its core products and operations and at the same time lookout for new areas to play. Be it rural India or urban India, Colgate has been one of the prominent leaders in the oral care industry and holds a loyal base across the country.

    The company aims to continue this journey by serving its customers with the same passion and creating more awareness about the brand by using many different and new marketing strategies.

    FAQs

    Is Colgate an Indian company?

    Colgate is an American brand founded by William Colgate.

    What company owns Colgate?

    Colgate-Palmolive Company is the parent company of Colgate.

    Is Colgate a Fortune 500 company?

    Yes, Colgate-Palmolive is a Fortune 500 company.

    How successful is Colgate?

    Colgate is a market leader in the toothpaste and toothbrush segment leaving behind the successful competitors.

    Who are Colgate’s competitors?

    Colgate’s competitors are:

    • Crest
    • Sensodyne
    • Patanjali Dant Kanti
    • Close up
    • Pepsodent
    • Vicco Vajradanti

    Why Colgate is the best toothpaste?

    Colgate is known for its tooth whitening properties and 12-hour protection that helps fight cavities, prevent gingivitis, reduce plaque, control calculus buildup and fight bad breath.

    Which type of advertising is used by Colgate?

    Colgate mainly uses a positioning approach based on its competitors. They have positioned their brand image in such a way that customers are bound to buy the product.

    What is Colgate’s marketing strategy?

    Colgate uses these marketing strategies:

    • Collaboration with Influencers
    • Location-Based Targeting
    • Creative Packaging with a Strong Message
    • Building Trust Among Customers
    • Reflecting the Innovations

  • How Can Edtech Startups Generate Leads?

    Every visit has the potential to generate a lead. To build a connection and convert casual visitors into qualified leads, you must provide current and relevant information while encouraging interaction with the material on your website. It would be ideal if you tried to meet prospects’ needs in every buying process.
    Customers that visit your website will thank you for your efforts by providing you with their contact information if you do it correctly. Making visitors into sales-ready leads involves a multi-pronged strategy that utilizes a variety of formats and platforms across several channels.

    Through marketing activities focused on brand development, growing product awareness, earning customer trust, and establishing your position as an industry expert, we can generate a lead.

    Continue to produce content that piques people’s curiosity while also offering answers, and your warm leads will become hot leads. So, what exactly is the content?

    Lead Generation Strategies That Work for Edtech Startups

    Getting Marketing Qualified Leads Into the Sales Process

    Lead Generation Strategies That Work for Edtech Startups

    Blog Posts

    Blog Posts for generating leads for edtech Startup
    Blog Posts for generating leads for edtech Startup

    The way you create and position your blog material will become more important as search engine optimization evolves. It is no longer enough to use keywords with high search traffic merely. You’ll attract leads seeking particular solutions if you use a topic cluster – which involves identifying the main issue in your company and selecting 8-20 subtopics using relevant search phrases – to organize your content.
    As an ed-tech firm, you can be certain that your prospects are well-educated. As a result, you want to deliver articles that provide a solution to their issue and provide answers to particular concerns they may have. Please use internal linkages to redirect readers to more related pages and route them to a pillar page with more in-depth information. We’ll go into further detail about this in 7.

    Live Chat

    Live Chat for generating leads for Edtech Startup
    Live Chat for generating leads for edtech Startup

    A chatbot allows visitors to connect with your brand while maintaining their privacy. A website visitor may have questions, but they may not be ready to speak with a salesperson immediately.

    Although your sales representatives are really helpful, many casual browsers are put off by the prospect of establishing human contact, especially when they are in the early phases of decision-making. In certain cases, an online discussion might allow a long-term relationship to develop.

    How to Build a Sales Pipeline? (6 Step Guide)
    Are all your marketing efforts lacking to generate leads? Take a look at this 6 step guide to build a sales pipeline and generate leads.
    StartupTalkyArbaz Sayed

    Posts on Social Media Platforms

    Continue to follow education leaders to stay on top of issues in the sector and generate material to address those issues. Product announcements and other news relevant to your market should be sent out through Twitter. Take advantage of hashtags to ensure that your target market can discover you.
    This industry has highly qualified individuals. A LinkedIn marketing campaign is one of the most successful methods accessible to edtech companies for locating new consumers. Even while Facebook is less formal, it still enables you to use eye-catching photos of your product in action to draw attention to it. Facebook is also an excellent location to publish photographs and videos that others can share.

    Explainer Videos

    Explainer Videos for generating leads for Edtech Startup
    Explainer Videos for generating leads for Edtech Startup

    Identify subjects in your area of expertise that may be highlighted by a video presentation and make a list of them; rather than selling, attempt to educate. When people watch television, they are bombarded with advertising.
    Explainer videos simplify complicated concepts or business news into digestible chunks that anybody can understand. For example, when selling school administration software, you could wish to target your market with a video that describes changes to the state’s teacher evaluation measures.

    Podcasts

    Podcasts for generating leads for Edtech Startup
    Podcasts for generating leads for Edtech Startup

    Set up an educational technology podcast series to address difficulties or analyze developments in your particular section of the tech industry. Podcasts appeal to professionals who desire a hands-free approach to keeping up with the latest developments in their sector or learning something completely new.
    Expert interviews, educator profiles, and sneak peeks at the newest advancements in educational technology are all possible topics for podcasts to cover.

    Webinars

    Webinars for generating leads for Edtech Startup
    Webinars for generating leads for Edtech Startup

    Provide free training, insights into new technologies, and methods to education professionals in exchange for their time. Please include a link to a slide deck that can be downloaded to improve the likelihood that your webinar or sections will be shared with others.

    Pillar Pages

    Long-form material that focuses on a primary subject relevant to your products or services is a pillar page. By creating a series of blog entries focused on subtopics that your audience is interested in, you will have the material necessary to create a pillar page that is both instructional and attractive to your audience. Even though pillar sites are not gated, you may provide visitors with a PDF to download, generating leads.

    Media Coverage

    Identify and cultivate connections with education reporters in local and national news sources, and provide interviews, insights, and responses to current events that impact education. Identify well-known blogs in your sector and offer to guest write on their sites.

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    Getting Marketing Qualified Leads Into the Sales Process

    In the marketing funnel, prospects connect with your company at various phases. They arrive at your website with varying degrees of curiosity. Your digital marketing plan must include a mechanism for recognizing this and serving visitors with material relevant to their current requirements.

    Depending on the prospect, some may be interested in your product but not quite ready to buy, while others may be ready to talk with someone from your sales department. A page-hijacking form requesting an email address, phone number, and “best time to call” will result in the marginally interested visitor departing your website without ever looking at it.

    Another option is to send the lead to a sales representative if a contact has subscribed to your newsletter, downloaded marketing literature, and enquired about price through your chatbot. It is known as being at the bottom of the funnel. An automated marketing platform will assign a score to each step a lead performs.
    The lead will be transferred to your customer relationship management software when a tipping point is achieved.

    Conclusion

    Delivering the appropriate information to the right person at the right time is essential when it comes to lead generation and turning those leads into sales. You can turn your website into a lead-generating engine if you have a complete digital marketing plan in place and a method to gather and qualify data.

    FAQs

    How can Edtech Startups generate leads?

    Edtech startups can generate leads by using these lead generation strategies:

    • Blog Posts
    • Live Chat
    • Posts on Social Media Platforms
    • Explainer Videos
    • Podcasts
    • Webinars
    • Pillar Pages
    • Media Coverage

    Which are the top Edtech Startups in India?

    Some of the top Edtech Startups in India are:

    • Byju’s
    • Unacademy
    • UpGrad
    • Vedantu
    • Toppr
    • Coursera
    • Cuemath

    How big is the EdTech industry?

    The global EdTech market size was valued at USD 106 billion in 2021 and is expected to reach USD 127 billion in 2022.

    How to market for EdTech Startups?

    Marketing strategies for Edtech Startups are:

    • SEO
    • Email Marketing
    • Content marketing
    • Video Marketing
    • Social Media Marketing
    • Paid Ads

  • Top 4 Marketing Strategies of Cure.Fit [Case Study]

    Cure.Fit is a health and wellness startup based in Bangalore founded in 2016 by Mukesh Bansal and Ankit Nagori. However, the latter left the company in October 2020. Cure.Fit distinguishes itself from other players on the market by using a mix of online and offline platforms to direct its preventive health philosophy through interaction, coaching, and delivery.

    The company initially started at HSR, Bangalore with one fitness center. Today it operates more than 100 centers in the city of Bangalore and has also expanded to other cities.

    The multiple services of Cure.Fit, including Eat.fit meal delivery has hooked millennials to healthier habits and food. The mobile application that Cure.Fit offers has an integrated framework that promotes healthier lifestyles and mental health.

    After a rebranding attempt, Cure.fit has changed the name of its “Cure.fit” app to “Cult.fit”, as of May 11, 2021. Cure.fit has turned into a unicorn startup, valued at $1.56 bn, on November 10, 2021, thus becoming the 36th unicorn in 2021 and 77th unicorn overall in India. The company was reviewed as a unicorn after a cross-selling deal with Zomato, where the fitness brand acquired the fitness arm of the foodtech giant, Fitso for $50 mn and infused another $50 mn.

    Cure.Fit Business Model
    Marketing Strategies of Cure.Fit
    Expansion Plan of Cure.Fit
    A Look at the STP of Cure.Fit
    How does the brand engage its users?
    Acquisitions of Cure.Fit
    Campaigns of Cure.Fit
    Customer Feedbacks of Cure.Fit

    Cure.Fit Business Model

    Being a health-tech startup, Cure.Fit has rather witnessed an exciting and unique journey whether it is the funding or the expansion of the company, which we will discuss later on in this article when compared to that of other health-tech startups of the country.

    The company’s funding was always deeply rooted, which began with the rounds of biggies like Axis and HDFC and was complemented with Flipkart, Myntra, and the latest round where the company raised around $75m from Tata Digital. The brand has successfully raised over $479.6M in a total of around 10 funding rounds. Furthermore, Cure.Fit has also acquired a handful of companies like Tribe Fitness, a1000Yoga, and Kristy’s Kitchen, which helped in further expansion of the brand. Its recent acquisition was TREAD.

    With its innovative marketing plan that comprises unique campaigns and other promotional ventures, the company is now operational with more than 180 fitness centers across the country.

    At the core of the vision of Cure.Fit lies holistic health and well-being, which the brand wants to make easily accessible to people all around the nation. To make it possible Cure.Fit has an unshakable focus on the mind, body, and nutrition of their consumers and others.

    Though the original business model of the company mainly focused on gyms, healthy foods, and health clinics, their model also included online/digital fitness sessions after the pivot, which is effectively leveraged after the COVID-19 outbreak. To sum up the business model, it consists of four pillars or platforms that are built to empower a healthy lifestyle. Cure.fit also has a mobile application that offers an integrated platform to bring in healthy lifestyles and holistic cure, concerning fitness, food, and mental well-being:

    Cult.Fit

    With the assistance of the best class trainers and group workouts, this section of Cure.Fit is built to make exercise enjoyable and easy. It can be done as a group class at a Cult.Fit center and at home with the help of DIY videos.

    Cult.fit became a popular fitness brand over the years and no less than a market leader that was synonymous with success. As a result, Cure.fit had further aimed to expand their own brand under a single, popular banner, “Cult.fit”. Cure.fit now has been rebranded as Cult.fit, effective from May 11, 2021, onwards.

    Cult.Fit had acquired Gold’s Gym by picking up a majority stake in F2 Fun & Fitness India Pvt Ltd.

    Mind.Fit

    This section includes mental fitness solutions. It provides different practices such as yoga, meditation and care. Whether it’s stress and anxiety management, better sleep quality or focus improvement, or combining your body-mind, there are many formats to suit the needs of the users.

    Care.Fit

    By providing physician consultation in its health centers via video conferencing. This platform provides basic health care needs. It provides high-quality facilities such as in-house pharmacy and medical services, health monitors, ultrasound systems, ECGs and diagnostic test packs.

    Eat.Fit

    This platform offers fresh and delicious food which is nutritious and is prepared with special care to keep it healthy. There are a range of food and menus to choose from when offering healthy and conservative-free items.

    Cure.fit acquired the 10th position in the highest funded startups in 2018. However, Eat.fit was declared a separate entity after it spun off its parent Cure.fit on October 1, 2020. This was done because of the rising demands, as mentioned by Cure.fit. Varun Dhawan is the face of the flagship brand of Curefoods, Eat.fit.

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    Highest Funded Startups in India 2018

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    Marketing Strategies of Cure.Fit

    Content Marketing

    In a very short time, Cure.Fit has attracted a large number of viewers because they answer consumer questions and link consumers to the brand. Cure.Fit creates material such that influences consumers to buy their services.

    Social Media Marketing

    Cure.Fit wins the people’s hearts through its committed sharing of content. Cure.Fit exactly understands who its customers are and produces persuasive content.

    Cure.Fit aims at reaching people who want to lead a balanced and fit lifestyle seriously with 3.5 Lakh followers on Facebook and Instagram. It uses the platform to provide up-to-date information, to submit invitations for events, posts, imaginative posts, tips and recipes for healthy food and drinks, customer reviews, etc.

    Offline Marketing

    Along with leveraging the cutting-edge technologies to gear up their marketing initiatives embracing the digital ways, Cure.Fit has also made space for marketing offline as well. The company has opted for active radio channels where they assign their fitness experts to conduct talk sessions.

    Influencer Marketing

    Cure.Fit has developed a strategy for influencing the promotion of its releases to promote new goods. The brand collaborated with many inspiring figures from around the world, including Hrithik Roshan, Milind Soman, Tiger Shroff and Sindhu, as well as other prominent athletes. Hrithik Roshan has also signed a five-year agreement with his brand ambassador Cure.Fit.

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    Expansion Plan of Cure.Fit

    Cure.Fit has witnessed a considerable growth in the health and wellness sector in the past years and it gets a renewed boost with Tata Digital signing an MoU to invest up to $75 million on June 7, 2021. Mukesh Bansal, Founder and CEO of Cure.Fit will join Tata Digital as President, according to the strategic deal that both the companies are looking forward to.

    The expansion plan of Cure.Fit as clearly laid by the company includes:

    • Introducing a ready-to-eat category
    • Bringing a whole new range of workout apparel and equipment
    • Introducing the facility of online doctor consultation
    • Help in the consultation of super-specialists online for you and your family
    • Reaching 20 cities encompassing 200 outlets in 2022

    A Look at the STP of Cure.Fit

    Cure.Fit segments its buyers to urban and rural divisions where their users range from kids and youths to adults.

    The main target consumers of Cure.Fit is based out of urban cities and metros, mostly belonging to higher income groups and aged between 20-40 years.

    Cure.Fit as a brand is positioned as a fitness brand that promotes “healthy body, mind, and soul.”

    How does the brand engage its users?

    Cure.Fit has seen a successful run engaging a considerably large band of consumers throughout the years. The 3 main methods that Cure.Fit adopt to engage its users:

    • Gamification – Cure.fit has a unique way to encourage its users to display their badges and weekly ranks to their friends.
    • Buddy workout – Cure.fit believes in spreading their business by word of mouth and has a keen affinity towards the “kid next door.”
    • Fitter families – Cure.fit encourages families to come on board and keeps them motivated with the help of interesting programs like super family of the week.

    Acquisitions of Cure.Fit

    Cure.fit has acquired over 14 companies to date. Cure.Fit acquired Urban Terrain on December 20, 2021, and then it acquired Gold’s Gym on February 14, 2022, which was the last acquisition of Cure.Fit. Here are some of the other major acquisitions:

    Acquired Company Name Acquired Date Price
    Gold’s Gym February 14, 2022 –
    Urban Terrain December 20, 2021 –
    OneFitPlus December 20, 2021 –
    RPM Fitness December 20, 2021 –
    FITSO November 11, 2021 $50 mn
    TREAD June 10, 2021 –
    Fitternity February 9, 2021 –
    Onyx January 18, 2021 –
    Rejoov April 12, 2019 –
    Seraniti November 20, 2018 –
    Fitness First India Pvt. Ltd May 22, 2018 –

    Campaigns of Cure.Fit

    #FORTHELOVEOFFIT

    Cure.Fit breaks the barrier and allows people to share their health in the most enjoyable way. It provides a unique offer that includes physical, emotional, and dietary fitness. The film aims to demonstrate the full range of deals from the cure.fit app, which also tries to get people to think fitness is more open and fun.

    This campaign shows that Cure.Fit will benefit you if you don’t feel well and are not prepared to attend a physician.

    #CULTLIVE

    The aim of this campaign is to demonstrate that cult trainers are dedicated to your health and fitness and encourage you to enter the app for a live workout.

    Customer Feedbacks of Cure.Fit

    Cure.Fit has been largely successful in onboarding new customers and retaining their old ones, and has ended up being recommended by a large group of customers. Cure.Fit allows unlimited pauses in between the challenges that the company presents its users. This has contributed largely to the successful streak of customer retention that the company boasts of!

    With its successful branding, quality products and services, and innovative motivational ventures it has been seen that 90% of their cult users recommend the classes to others. Furthermore, it has also been seen that 60% of the total users renew their subscriptions.

    Conclusion

    Mobile apps drive the world today and people really rely on them for everyday work. Apps like Cure.Fit try a lot harder to interact with people and completely change their lifestyle in these tough periods of social separation. Cure.Fit has used its marketing strategy in a way that the their consumers respond.

    FAQs

    Who owns Cure.Fit?

    Mukesh Bansal and Ankit Nagori are the founders of Cure.fit.

    When was Cure.Fit founded?

    Cure.fit was founded and launched in 2016.

    Who are the target audience of Cure.Fit?

    The target audience of Cure.fit are people from the urban population who are between 20 years to 40 years of age.

    Are Eat.Fit and Cure.Fit the same?

    No. Eat.fit was previously a subsidiary of Cure.fit, but was declared an independent entity in October 2020.

  • 21 Biggest Marketing Failures of All Time

    Advertisement failure can be a nightmare for a company. It may occur due to more focus on creativity than the product itself. Other reasons may include an improper tone or just the wrong timing.

    Advertising your brand is the best way to reach your customers. It helps to communicate the details of your product and increases brand value. It brings the attention of your target audience to your company.

    In short, it helps bring more money to your business. This makes advertising a very useful and powerful tool.

    In today’s world, it has become really easy to advertise your brand. There are several platforms like Facebook, Twitter, YouTube, etc. that are free. You can advertise your product here without spending much.

    However, with this ease and availability of advertisement options, the frequency of advertisement failures has also increased. We often become an audience to such incidents. These blunders can cost a brand its goodwill and an ample amount of money.

    In this article, we bring for you the biggest advertisement failures of all times and the lessons to learn from them.

    1. Pepsi: Kendel Jenner Protest
    2. Dove: Body Shape Bottles
    3. McDonald’s Filet-o-Fish Burger
    4. Ford: Figo India Poster
    5. Sony PSP White Billboard
    6. Burger King: Smartphone Campaign
    7. Audi: Chinese Wedding Commercial
    8. Adidas: Boston Marathon Email
    9. Airbnb: Floating World Email
    10. Ink Coffee: Gentrification Sign
    11. Dove: Racist Facebook Campaign
    12. Bud Light Beer: Removing NO From Your Vocabulary
    13. Blackberry: Tweet From iPhone
    14. Kurl on: Malala Poster Ad
    15. KFC: Oprah Winfrey Free Chicken Giveaway
    16. Walker’s: Selfie Competition
    17. Facebook: VR Puerto Rico Tour
    18. Nivea: Invisible Deodrant
    19. Snapchat: Would You Rather!
    20. Starbucks: Blonde Espresso
    21. Bootea Shake: Copy and Paste Caption

    1. Pepsi: Kendel Jenner Protest

    An advertisement of Pepsi casting Kendel Jenner was released on 4th April 2017. In the advertisement, Jenner is shown resolving the issues of black people by handing over a can of Pepsi to a Police officer. The tagline of the advertisement was “Live Bolder”.

    Although, as per Pepsi, the purpose of the advertisement was to show Pepsi as a unifying tool for different people, the audience did not feel the same. There was a lot of outrage regarding the advertisement which was finally pulled back by the company.

    2. Dove: Body Shape Bottles

    Dove Body Shape Bottle
    Dove Body Shape Bottle

    Dove as a brand has been appreciated a lot for its real beauty campaigns. The company is a part of Unilever and has brought a great difference to the meaning of beauty for people. The company runs reality-based advertisements casting real-life women.

    They have always claimed that their motto is to celebrate body diversity and also, to spread the beauty confidence in women of all shapes. However, a 2017 advertisement of the company became a huge controversy.

    The company decided to launch a limited edition of body wash bottles in different shapes resembling women of different sizes. But, the campaign did not go as expected and was ridiculed a lot.

    It was said that choosing one out of different shaped bottles made women more self-conscious. Even Kristen Bellstrom of Fortune’s broadsheet newsletter criticized the advertisement.

    3. McDonald’s Filet-o-Fish Burger

    On May 12, 2017, McDonald’s launched an ad that showed a boy trying to find similarities with his dead father. In the end, the boy is seen happy as he finds that his father liked the same burger as he does.

    The ad was highly criticized and called upsetting. McDonald’s was accused of exploiting the misery and pain of children by selling food. Later, an apology was released by McDonald’s in which they said “This was by no means an intention of ours. We wanted to highlight the role McDonald’s has played in our customers’ everyday lives – both in good and difficult times.”

    4. Ford: Figo India Poster

    In 2013, Ford launched a poster campaign in India for its Figo car. It was produced by JWT India and focused on the larger trunk capacity of the vehicle. The tagline was “Leave your worries behind with Figo’s extra-large boot (trunk).”

    The advertisement showed caricatures of three tied and gagged women in the trunk. The caricature of Ex-Italian Prime Minister Silvio Berlusconi was shown in the driver’s seat. Berlusconi was charged and was known for his many affairs.

    As a result, Ford faced a huge backlash. Ford Marketing chief Jim Farley officially apologized publicly. Also, it resulted in the termination of a few employees at JWT India.

    5. Sony PSP White Poster

    Sony PSP White Poster
    Sony PSP White Poster

    In 2006, Sony launched a printed ad in Netherland to promote its white-coloured Playstation Portable. The tagline was “Playstation Portable. White is Coming”.

    The poster showed a massive white woman with aggressive expressions tightly holding the face of a black woman, who looks scared. This was called the racist ad and was criticized a lot.

    Sony later withdrew the campaign and issued an apology saying: “The images that were used in the campaign were intended solely to highlight the contrast between the different colours available for the PSP.”

    6. Burger King: Smartphone Campaign

    A smartphone campaign was launched by Burger King that let users see their menu and ingredients on their smart devices. They made use of Wikipedia as a platform. Although the campaign in itself did not have any issue, it was hacked by someone who altered the name of ingredients including poisonous substances such as cyanide. This caused an overnight panic. Finally, the company had to shut a potentially innovative marketing channel.

    7. Audi: Chinese Wedding Commercial

    A commercial was aired for the promotion of used Audi cars in 2017. The tagline was “An important decision must be made carefully.”

    The ad begins at a wedding scene and shows an old woman is seen running to the altar where his son is getting married. The woman checks the nose, ears, teeth, and other body parts of the bride. After which she gets down giving an okay sign. The campaign was highly criticized for objectifying women.

    8. Adidas: Boston Marathon Email

    Adidas was the sponsor of the 121st annual race in Boston, named Adidas Boston Marathon. A congratulations email was sent to all the Marathon finishers. The subject of the email read “Congrats, you survived the Boston Marathon!”

    Adidas Boston Marathon Email
    Adidas Boston Marathon Email

    This might seem like a normal fun-filled heading. However, people were deeply offended owing to the 2013 Boston Marathon bombing case. The incident had caused the death of 3 people and injured around 250.

    An official apology was issued by Adidas. In a statement to TIME, they said “We are incredibly sorry. Clearly, there was no thought given to the insensitive email subject line we sent Tuesday. We deeply apologize for our mistake.”

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    9. Airbnb: Floating World Email

    On August 28, 2017, Airbnb sent an email to its subscribers. It was themed “Floating homes, waterfall slides, & more reasons to travel”. Also, the email said, “Stay above water, live the life aquatic with these floating homes.”

    Airbnb Floating World
    Airbnb Floating World

    Although it appears as a harmless email, it came at the time Hurricane Harvey was still creating havoc in Houston, Texas. Obviously, it was not taken with ease and faced criticism.

    10. Ink Coffee: Gentrification Sign

    A coffee shop located in the north of downtown Denver suffered huge backlash and even vandalism owing to a signboard placed in front of the shop.

    ink Coffee Gentrification Board
    ink Coffee Gentrification Board

    The board stated, “Happily Gentrifying the neighbourhood since 2014.” The founder and owner of the coffee shop Keith Herbert faced huge crowds of protestors. He later issued an apology saying, he was not exactly aware of the issues related to gentrification.

    11. Dove: Racist Facebook Campaign

    Once again in 2017 Dove landed into controversy owing to its Facebook ad. It was a four-panel image that had a black woman wearing a dark-coloured T-shirt in the first two panels. However, as the woman removes her T-shirt a white woman in light colour T-shirt comes out.

    Dove Facebook Campaign
    Dove Facebook Campaign

    The complete ad was a GIF featuring three women. The next woman was revealed as the earlier one who removed her T-shirt. As per the Company, the idea was to show “the diversity of beauty”. However, the ad was highly criticized for its racist nature. Dove removed the ad and apologized through Facebook.

    12. Bud Light Beer: Removing NO From Your Vocabulary

    All the bottles of Bud Light Beer released in April 2015, had a tagline printed on the label. It said “The perfect beer for removing “NO” from your vocabulary for the night # up for whatever”.

    Bud Light Beer Label
    Bud Light Beer Label

    People felt that the campaign was promoting rape culture and neglecting the power of consent. The certainly was a misleading advertisement.

    13. Blackberry: Tweet From iPhone

    A new smartphone was launched by Blackberry in 2015. For the promotion, a picture of the phone was shared on Twitter. Although the new smartphone appeared smart and sleek, problem was that the picture was taken using an iPhone.

    BlackBerry Tweet from iPhone
    BlackBerry Tweet from iPhone

    The picture was removed but, it had already got noticed with screenshots taken. This invited a lot of trolling for the company.

    14. Kurl on: Malala Poster Ad

    A print ad was released by Kurl On, a mattress brand in India. The ad showed a caricature of Malala Yousafzai being shot and different stages of her recovery. Then, she bounces back on Kurl on the mattress to receive the international award.

    Kurl-on Poster
    Kurl-on Poster

    The ad was one in a series of three. The other two featured Mahatma Gandhi and Steve Job. Although, the company meant no harm, using a sensitive incident like that of Malala disturbed public emotions inviting criticism.

    15. KFC: Oprah Winfrey Free Chicken Giveaway

    At that time, Oprah’s show was quite popular in the US. KFC saw this as an opportunity to advertise their newly launched Kentucky Fried Chicken. They offered a free meal to the viewers of the Oprah show by using a coupon that could be downloaded from the Oprah website. However, little did they know that the plan would backfire.

    KFC Free Chicken
    KFC Free Chicken

    Over 10.5 million people downloaded the coupons and applied for a free meal. The company finally had to cancel the deal under the reason of overwhelming response.

    16. Walker’s: Selfie Competition

    Walkers Wave Campaign
    Walkers Wave Campaign

    In 2017, a UK-based Snack Company named “Walker’s” started #WalkersWave campaign on Twitter. The visitors were asked to share their selfies. Through this people could participate in a lucky draw to win tickets to the Champion’s League final. However, the issues arose some miscreants instead of selfies shared pictures of serial killers and other criminals. These pictures appeared in an auto-generated video.

    17. Facebook: VR Puerto Rico Tour

    Facebook VR
    Facebook VR

    In 2017, a hurricane hit Puerto Rico. Mark Zuckerberg used the VR app of Facebook (Now Meta) to visit there through an NPR-produced 360-video of Puerto Rico. The idea was to tell people about the help Facebook has been providing in the disaster-struck country. However, the cartoonish avatars used in the video looked funny and this, Facebook was condemned for its insensitivity. The video appeared more of a show-off of the VR capabilities of Facebook. An apology was issued by Mark Zuckerberg clarifying his intent.

    18. Nivea: Invisible Deodrant

    Nivea launched a range of transparent deodorants in 2017. The ad campaign featured a woman, with her back facing the camera. She had black hair and wore a white-coloured dress. The tagline was “white is purity”. The advertisement was criticized for its racist nature.

    Nivea White is Purity
    Nivea White is Purity Ad

    19. Snapchat: Would You Rather!

    An advertisement was launched on Snapchat for a game named “Would You Rather?”, in 2018. The ad presented the users with the question “Would you rather slap Rihanna or punch Chris Brown?” This was a disaster owing to the much highlighted 2009 domestic violence case of Chris Brown and Rihanna.

    Snapchat Would you rather ad
    Snapchat Would you rather ad

    Later, the ad was pulled off. Snapchat issued a public apology using its competitor app Instagram.

    20. Starbucks: Blonde Espresso

    Starbucks launched a new blonde espresso in 2018. This was a gentle drink and was said to be more suitable for the new coffee drinkers. However, the advertisement to promote this espresso was mocked owing to the vague language used. The landing page read Also, the coffee name like “Tall blonde” appeared weird to people for placing an order.

    21. Bootea Shake: Copy and Paste Caption

    In 2016, the shake company asked Scott Disick, a social media influencer, to promote their brand through Instagram.

    Scott Disick Bootea Shake Caption
    Scott Disick Bootea Shake Caption

    Well, he did what he had to. He copy-pasted the caption along with the promotional photo clicked for the post. However, he accidentally also pasted the instructions received from the company. Both the Company and Scott were heavily trolled.

    Lessons to learn from these advertisements

    • Choose the tone and timing of your advertisement carefully.
    • Keep political and social scenarios in mind while creating an ad.
    • It is better to focus on the product itself instead of trying to be creative.
    • Double-check your work before you finally release it to the public.
    • Be cautious with who you partner with. The influencers and celebrities that align with your work should be clear on what they are expected to do.

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    Conclusion

    Advertising is a double-edged sword. It is capable of creating an extremely positive or exceptionally negative image of a brand. We sincerely hope this article helps you choose your advertisement wisely.

    FAQs

    What are some marketing fails?

    Pepsi: Kendel Jenner Protest, Dove: Body Shape Bottles, Airbnb: Floating World, Nivea: Invisible Deodrant, Sony PSP White billboard, and Adidas: Boston Marathon Email.

    What is the most successful ad of all time?

    Apple – “1984”, Wendy’s – “Where’s the Beef?”, Tootsie Pop – “How Many Licks?”, Coca-Cola – “Meet Joe Greene are some of the most successful campaigns of all time.

    Why do most marketing campaigns fail?

    Unrealistic expectations, Less research, not targeting the right audience, and delivering a wrong message are some of the common reasons why most marketing campaigns fail.

  • FOMO Marketing Strategy: How Does It Make You Feel Left Out? [A Case Study]

    Do you ever feel the urge to keep up with the trends that everyone is keeping going on? We are talking about Instagram Reels full of stunning locations that everyone wants to see. Or, the newest product you can’t wait to get your hands on, recommended by your favourite influencer.

    You may also have experienced that fear when you are taking your exams. Time is running out, and other students are already submitting their answer sheets. And you need to solve the whole other section of the question sheet. The rising fear of stress, urgency, and anxiety is similar to that of catching the train before you miss it.

    There is no doubt that the world of the internet has given rise to a large number of slang words. FOMO (fear of missing out) is one such term.

    “The potential for simply a different connection. It may be better; it may be worse — we just don’t know until we check.”

    This quote in the words of John M. Grohol of Psych Central capturing the urgency of FOMO defining social media and Psychological Phenomena sits perfectly with all of us. Let’s take a detailed look at how marketers use FOMO marketing strategy.

    What Is FOMO From a Marketing Perspective?
    The History of FOMO Marketing
    How Does Social Media Play a Huge Role in FOMO Marketing?
    Types of Techniques Used to Induce FOMO
    How Do Top Brands Employ FOMO Marketing?
    FOMO on Social Media Platforms
    How You Can Employ FOMO Marketing?

    What Is FOMO From a Marketing Perspective?

    Fear can be a significant motivating factor in cases where the product being sold falls into the category of providing safety. And copywriters have been using this technique for a long time. This appeal works well at evoking the emotion that scares the target audience. Most of these ads end by providing a solution to the threat, leaving the subject relieved, satisfied or happy with the product/ service.

    FOMO Marketing Example
    FOMO Marketing Example

    Now let’s look at how FOMO is used from the perspective of marketing. FOMO marketing strategy can be described as offering a limited-time offer to your target audience, informing them that the deal or offer they are seeing is only available for a short time. And when you do so, you create a desire in them to grab the opportunity that is being presented to them. Hence, creating a need for urgency for the buyer. This influences their purchasing behaviour. This will drive sales by using different tactics that we will look at as we go about it.

    The History of FOMO Marketing

    Ever wondered how did FOMO became a thing all of a sudden and is now everywhere? So, the concept first sprung up in the year 2000 in an academic paper and became more popular as time went by. And now it’s literally ruling the world of digital media, from e-commerce websites to social media platforms.

    Dr Dan Herman – the Journal of Brand Management

    Results and research have shown that 70% of adults suffer from the feeling of fear of missing out. The concept was founded by a marketing strategist named Dr Dan Herman while Dan was conducting research in 1996. Adam Balouch’s Academic paper for the Journal of Brand Management was published in the year 2000. Here’s how the concept first developed, anyway.

    McGinnis Coining of the concepts of FOMO and FOBO

    Research and studies indicate FOMO actually emerged and became popular from Patrick McGinnis at Harvard Business School in 2004. When McGinnis himself did not know that he had introduced the concept.

    McGinnis and his class gave their GMAT in New York a day before 9/11 after experiencing that McGinnis described how he felt, in his words

    “You felt the need to do everything all the time because you realized your mortality.”

    This meant that the class dealt with the feeling of treating every moment as an opportunity to acquire essential experience.

    Dealing with these feelings, the group, along with McGinnis, gave this anxiety a name: Fear of a Better Option, or FOBO. Wrote about two conditions, FOBO and FOMO, in his op-ed: McGinnis Two FOs – Social Theory of HBA that he wrote while getting his MBA.

    How Does Social Media Play a Huge Role in FOMO Marketing?

    Social media has its perks that help you stay connected with the world. It has changed the dynamics of marketers. As well as with its ability to stay up-to-date with everything and everyone. There is a negative side to it. You can keep your friends updated within seconds about where you are heading, what you are doing, who you are with, your achievements, your adventures, almost everything, period.

    When you are scrolling and watching all this as an audience or as viewers. And there you have the dreadful fear of missing out on all that the other person is doing. There is an overwhelming feeling of tension and anxiety. And the urge to do everything at once. Be at two different places at a time, jump on to the trends, try out the products that everyone is talking about, learn about NFTs, stocks, and the list never ends.

    FOMO Social Media
    FOMO Social Media

    You can be crushed by FOMO on social media. Furthermore, social media platforms have influencers and business accounts as well as features that can help to market your product/service.

    Social media can be exclusive, integrated with social proof, create scarcity, and can also create the need for urgency. And every day, with updated features rolling in that make your audiences want to try and catch up with everything. This makes it the right platform for marketers to use FOMO. Another aspect of digital marketing is e-commerce which uses FOMO in its marketing strategies.

    FOMO is everywhere credits go to social media. Social media comes with the expectation of constantly updating your audience about the most recent version of yourself. What are you doing right now? The other trending thing brands are trying is doing Q&A (questions and answers) sessions. Customized and personalized videos are delivered to you on social media by brands, who collect your data with the help of algorithms to target you.

    In the world of social media, where everything is tracked and updated. We tend to believe that we are not living our happiest lives. And there comes the fear of missing out on things. One thing we often forget is that social media only shows the rosiest parts about others and creates unrealistic standards that we cannot live up to.

    Social media Influencer
    Social media Influencer

    Plus, points go to various trends, influencers, and viral content on social media. Making every day a video or a photograph becomes viral. This creates a buzz around it. Algorithms make it easy to send user-generated content that is relevant to your audience. Which enables the strategy of FOMO marketing to be easily integrated with social media marketing. Not only this, a good deal of e-commerce-based websites and apps are integrating FOMO into their marketing strategies using the pull strategy.

    Types of Techniques Used to Induce FOMO

    Countdown with the timers

    Ever been to a website, and you can literally see a timer ringing off or a clock ticking? That screams at your face that if you did not make that purchase right now, it would be lost in the oblivion of the horizon forever? These may feel like ticking time bombs, which heightens your anxiety.

    FOMO Technique employed by Amazon
    FOMO Technique employed by Amazon

    That is just one of the tricks marketers employ to let you know what you are missing out on and drive their sales up. Customers know there is a deadline approaching, so they feel under pressure to make a decision and be quick about it, making marketing easier.

    Time-limited editions, short-term offers and sales

    You may have noticed brands sending you notifications with messages that immediately grab your attention. And other limited-time offers, such as free shipping for a limited time, cause FOMO.

    • Hurry up and get 50% off!
    • Buy now!
    • Don’t miss the opportunity!
    • Grab now!

    You do not want to miss the deal while it lasts. Results show that shoppers are more likely to buy things when they are offered free shipping. Offers make the consumer feel special. Limited-time editions, sales, and offers are just some examples of setting a deadline that results in impulse buying.

    Influencers and Celebrities

    Influencers are a big part of the marketing industry today, and there’s no denying the fact. Actors, cricketers, models, or even people who have a huge following fan base who have made it big with the work they do.

    They endorse the products of multiple brands that they partner or collaborate with. People love to keep up with every move their favourite influencers make. These influencers have an upper hand in adding credibility to your brand as they have gained their audience’s trust already.

    The followers closely follow the lifestyles of these influencers and consider them their idols. They are prepared to great lengths and may even bring products that are endorsed by them. They feel a sense of urgency to use the same product as their idols.

    Influencer
    Influencer

    Apart from that, influencers already have that established connection of trust, which helps your brand. These influencers or celebrities could also be quoted in various mediums where you advertise your products/services.

    Stock scarcity

    Hurry, only three left in stock. You might have read this on the websites, apps, or e-commerce websites that you are shopping from. You are compelled to take action rather than risk losing what you are buying to another person. Creating that urgency drives up sales. Apart from showing stock scarcity, some companies also send a message of “Hurry selling fast” which also works for creating FOMO.

    Gated content

    As human beings, we love to be a part of groups. We are social beings and long for company. We do not want to feel left out of experiencing new things. Especially when we get to be a part of an exclusive group or an experience that is not accessible to others.

    Brands build offers that can only be accessible to a limited number of people. This might also include subscriptions or anything more premium. In this way, even gated content can be used in FOMO marketing.

    Reviews, social proofs and testimonials

    What’s the one thing you do when you buy anything online? Fear is always present, starting with all the questions that begin with what-ifs? But as you scroll down, you are relieved to find those five-star ratings and the reviews that give you an insight into how the experience of other customers who actually tried the product/ service was.

    We value other people’s opinions and if they are convincing enough that would be enough to persuade a consumer to buy it. Social proof plays an important role, as consumers always want to know what others say about your brand.

    Reviews and testimonials play a major role in triggering FOMO because once you see how many people are using it. All the others doing the same thing will actually want to try the product/ service for themselves.

    Early bird discounts

    This includes giving offers and discounts on what is being sold. Early bird discounts work very well for events when you intend to sell out the tickets. This is because people don’t want to miss out on the deal you are offering. They are aware that the discount has a deadline and might purchase what you are offering.

    Even if they really did not intend to be there in the first place. Early bird discounts can be given as special benefits to your subscribers or the members, the first twenty registrants, or for the first week of your product launch. Anyway, a deadline should be followed. It is critical for the audience to know that an expiration date is being followed in order to create a sense of urgency.

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    How Do Top Brands Employ FOMO Marketing?

    Samsung’s – NOMO FOMO (2021)

    Hassan Minhaj the stand-up comedian who is famous for his Netflix show “The Patriot Act” featured in Samsung and Verizon’s campaign made by Ogilvy, New York whose title was actually “NOMO FOMO ” for the product Galaxy Z Fold 3.

    The ultimate message that the campaign gives, all the while talking about the features of the newly released smartphone, is that with Samsung’s new Galaxy Z Fold 3 on Verizon’s 5G Ultra-Wideband, one never has to worry about FOMO.

    They used the feeling of FOMO to their advantage, building their campaign around this idea, with equally creative visuals and script around this campaign based on emotional appeal.

    Spotify Wrapped (2015)

    The year is drawing to a close. You are scrolling through Instagram stories. Every other story you open is about someone’s Spotify Wrapped playlist and there is no way out. FOMO is unavoidable. Brands know this and use this knowledge to make people want to be invited to the party.

    That is how Spotify Wrapped works. The wrap is a year review experience broken up into two parts, a cultural brand campaign and a digital experience. This allows users to see how and what they listen to throughout the year.

    Not only does Spotify create a personalized playlist of each user’s most listened to songs of the year. It also generates a tailored streaming report for users to share on social media.

    When the campaign launched for its fourth year at the end of 2019, Spotify told Forbes more than 60 million users engaged with the in-app store experience that racked up nearly 3 billion streams from racked playlists, and the trendy personalized graphics make engaging posts for anyone with a Spotify subscription. Spotify’s users become unpaid influencers for the brand, posting their reviews on Instagram, Facebook or Snapchat to show off their tastes and music.

    Artists also shared their streaming reviews to celebrate their achievements of the year. So, for all the people that do not have Spotify, this campaign is intended to make them sign up for the streaming service. As the post-flood campaign engulfs social media channels, billboards, wallpaper, city skylines, and public transportation terminals, it is inescapable in real life. June Sauvaget, global head of consumer and product marketing at Spotify with the 2020-wrapped campaign, said it inherently entices new users to consider Spotify.

    With apps like Spotify with its personalized graphics, content and playlist that is specifically tailored for one integrated with AI (artificial intelligence) we as a generation should be prepared for another bout of virtual FOMO.

    Ajio

    The Ajio shopping app by Reliance Retail Ltd. has promotions, sales, and offers that can be found all year round. There are sales, customers are made to feel special by giving them discounts on their first purchase.

    Limited-time offers and sales, especially during the holiday season, not to mention the Ajio mania sale, free shipping over a minimum purchase amount and coupon codes. Ajio has been using the FOMO marketing strategy for a long time now.

    Amazon

    Amazon is a very well-known platform for many things including digital platforms, cloud computing, artificial intelligence and e-commerce.

    To get more benefits and advantages, Amazon offers prime membership for an exclusive group of users. Amazon also uses the scarcity appeal, showing messages like “Hurry, only 1 left” as the products left in the inventory decrease. Deal of the day with free shipping, which gives the brand an edge over the company.

    eBay

    The C2C American multinational e-commerce corporation based in San Jose, California used the countdown timers to make shopping with other bidders more exciting and add a spirit of competition to it. Countdowns involving timers can be efficient in creating the need for urgency. eBay also shows reviews and the number of sales for a particular product.

    FOMO on Social Media Platforms

    Instagram, TikTok, Twitter, and other social media platforms also induce the fear of missing out.

    Did you watch that video? Do you know this song? This is the latest trend, let’s make a video on this! These are just a few phrases that you might have heard your friends say. You can’t visit without social media platforms scrolling through the reels section without watching the Yo-bro who got you smiling like that, I don’t know who needs to hear this or Get ready with me kind of videos. There is updated music trending every other week. There is a constant fear of missing out among the people. The latest would-be Kaccha Badam.

    When the audience sees what is trending, they automatically want to be a part of what is buzzing around. They jump into trying the new set of dance moves that everyone is grooving to, applying the same transitions as others, and overall being a part of the trend.

    TikTok

    Another research from the New York Times suggests, that not participating in the making of TikTok videos makes teenagers feel excluded. Raising the feelings of social exclusion, especially for Gen X and Gen Z, TikTok is a platform that has made it possible for many videos to become viral and influential. Cultural conversations, even for people who do not use it. The platform has 1 billion monthly active users and it is one of the most engaging social media apps.

    Twitter

    Twitter is an absolute trendsetter. You immediately come to know what’s going on around you just based on the hashtags that show up on your search button. Trending, each with different subcategories of their own. Twitter has blown people away, inducing them with FOMO for concert tickets for Glastonbury festival, Arctic Monkeys, Supreme’s release of their line of clothing, the biggest Alton Towers scare-fest that is held in the UK for Halloween and Universal Orlando’s Horror nights. Grabbing people’s attention with hashtags as they increase anticipation, exclusivity, and curiosity.

    How You Can Employ FOMO Marketing?

    Various FOMO marketing techniques you can employ,

    • Incorporate timers or a countdown clock showing the time running out, urging you to grab on to the opportunity.
    • Give them limited time offers on products or shipping.
    • Have customer reviews on your page to let people know how many have tried your products and loved them. Testimonials play a significant role in building trust and inducing FOMO.
    • Show the live count for the number of people viewing the current product that is being sold.
    • Bring in influencers, and quote them on your website for social proof.
    • Send push notifications and emails to let your customers know that there is an opportunity being offered that they cannot miss.
    • Set a time limit. Let the customers know that the deal you are offering comes with an expiration date.
    • Use early bird discounts.
    • Make use of social media platforms for marketing purposes. Have giveaways or contests, create a buzz around something with messages like stay tuned for the big reveal. Get your message across to catch your audience’s attention and keep them engaged.
    • Make the content of your product exclusive. It might only be available to members or to subscribers.
    • Make use of the competitive spirit and highlight opportunities that your audience might have missed before. Remind them not to make the same mistake again. This leads to impulse buying.
    • Offer discounts, limited editions, short term or any other special offers.
    • Give out promo codes that expire after a limited time.

    Take a look at the following messages and try to incorporate them into your marketing strategies to awaken FOMO.

    • Selling fast!
    • Hurry only 1 left conveying low stock
    • Free shipping over orders of 999
    • 15% off on everything
    • Clearance sale!
    • Deal of the day or deal of the week
    • Buy Now! Using the word Now works like magic every time.
    • Flat 50% off on selected

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    Conclusion

    Remember FOMO just does not work like that context is just as relevant as context. Keep an eye on your message, let it be catchy and alarming, and create a sense of urgency. Make them wait and create suspense around your campaigns. When people do get curious, they will look out for the big reveal.

    FAQs

    What does FOMO mean in marketing?

    FOMO means fear of missing out it is a popular technique used by marketers and brands to induce a fear to buy a particular product before it goes out of stock and you regret it.

    How does FOMO help marketing?

    FOMO marketing helps businesses sell more products as it persuades buyers to buy a particular product quickly.

    What are some examples of FOMO?

    Stock left, Countdown timer, Early Bird Discount, Gated Content, and Missed Opportunities are some examples of FOMO.

  • A Complete Review of Leads Forensics

    Getting someone to your shop to showcase your product is not enough. Unless they take interest and buy your product, they are just people who are there in your shop for time pass. However, you cannot differentiate between your potential buyer and time passers in the shop. Maybe not in physical shops, but you can identify the potential customer who visited your website.

    There are many services available online which can help you get all the required data about any of your visitors. However, they will provide only the company’s data and not the user’s data, so it is helpful in B2B business. The most popular and reliable service in this field is Lead Forensics. So, here to what to know about lead forensics.

    What Is Lead Forensics?
    How Does Lead Forensics Work Technically?
    Advantages of Lead Forensics
    Limitations of Lead Forensics
    Some Popular Alternatives of Lead Forensics

    What Is Lead Forensics?

    Lead Forensics is a website visitor tracking software. It is a software that reveals the identity of your visitor and turns them into prospects. When people visit your website, they leave some digital “footprints”. Lead forensics then track some information about the prospect. It helps you connect with the visitor personally. You can then provide this data to your sales team and they might bring you some leads. If you want to generate a lead from the visitor for your B2B business, then this is a great service to go for. It was founded in the year 2009 by Paul Thomas and its headquarters is situated in London, United Kingdom.

    How Does Lead Forensics Work Technically?

    When a user visits your website for the first time, the software generates a JavaScript, depending on your site and the user’s preferences, and sends it to the user’s browser to collect the data you need. A unique cookie is generated for the user and stored on their device. This is a standard procedure on the internet, utilized by almost every site which needs to identify a user as a unique person, for example, Amazon or Gmail. The Lead Forensic’s cookie is tracked over long periods of time, which means a unique visitor to your site can be identified when they return. When a visitor clicks on your site, the software looks for a cookie. If a cookie is found the user is identified as a ‘returning visitor’ and their clicks are recorded along with any previous visits to show their lifetime click path through your website.

    How Lead Forensics Works

    Advantages of Lead Forensics

    • Efficient Lead Generation: All the visitor tracking software helps you in lead generation. It improves the efficiency of your lead as you are targeting only those people who already have visited your website and showed some interest in your product.                    
    • Lead Quality: They improve the quality of your lead as you have the data about your prospect. You can easily figure out what specific feature would your prospect need. In other words, it will help you to nurture your lead.
    • Close more sales: As you are generating more leads, you can easily close many deals.

    Limitations of Lead Forensics

    • Expensive: You will need to invest a lot to get the service. The pricing depends on the traffic you get on your website per month.
    • No Consumer Data: If you think you can visit your personal Facebook profile and wave at your visitor, then let me burst your bubble. The visitor tracking software provides you with the contact data of organizations only. You can only check the name of the organization and other related information.
    • Accuracy: You cannot expect to get accurate data each and every time. There can be some faults in the data.

    Lead Forensics is truly a great visitor tracker but there are other tools that provide the same service, there can be some differences in the quality though. Some of the great visitor tracking services you can go for are:    

    • Visitor Queue    
    • WhoIsVisiting  
    • Wow Analytics    
    • Canddi  
    • Hubspot    
    • Zoho

    Conclusion

    Visitor tracking software is great and the most important factor if you are into an online B2B business. When someone from an organization visits your website, you can easily contact them and generate some leads. It is an effective way for lead generation. To stop its misuse, it is not allowed to get the user’s personal data. You can only get the company’s data, which has visited your website. When you use the collected data, and call or email customers, it is not called cold calling. As the prospect already knows about your brand and product, they will take an interest in talking to you.

    FAQs

    What does Lead Forensics do?

    It is software that reveals the identity of the visitors of your website and converts them to sales-ready leads.

    What is the pricing of Lead Forensics?

    The subscription of Lead Forensics starts at $59 per month.

    Who founded Lead Forensics?

    Lead Forensics was founded by Paul Thomas.

  • Are Radio Advertisements Still Effective in 2022?

    Nowadays, we visualize a variety of things, including movies, news, and purchasing products based on advertisements, but our forefathers and mothers grew up listening to the radio, where they could listen from current affairs to sports commentary. Radio broadcasting kept people informed about what was going on in the world in the nineteenth century.

    For instance, we all watch our favourite cricket teams during the world cup on television without any blink, where you could notify short ads to take place during the game’s time out, right?. That is one method of advertising a television commercial.

    Similarly, radio promotes various brands’ products and services throughout airtime or at predetermined points.

    You could wonder if radio advertising is still used to promote businesses in the modern environment of digitalized telecommunication. In this article, you will learn about the advantages of utilizing radio advertisements in your business, as well as the advantages and disadvantages of using radio advertisements as of today.

    What is Radio Advertising?
    Pros of Radio Advertising
    Cons of Radio Advertising
    Are Radio Advertisements Effective?

    What is Radio Advertising?

    Radio advertising is a type of marketing technique that promotes a product or service by using the radio – both traditional stations and satellite and internet radio – to advertise it. In many circumstances, it is a less expensive method of advertising, especially when compared to television advertising.

    A radio advertisement is very much similar to Spotify ads, where advertisers pay a set fee to the radio stations, in order for their commercials to be broadcast to their listening audiences. Brands pay radio stations for airtime to run their commercial.

    Radio advertisements lack visual appeal but advertise the product in a subtle way. The advertising cost of a radio varies from 100 Rs for 10 sec to 2000 Rs for 20 sec, The cost depends on the length of the commercial, location, time of the commercial and the popularity of the radio station. A popular radio station Radio Mirchi (98.3) charges Rs 1260 for a 10-sec ad.

    Pros of Radio Advertising

    Huge range of Audience: speedy reach out

    According to Nielsen’s Audio 2019 report, approximately 200 million listeners in the United States tune in to radio each week. Radio broadcasts cover 92 percent of the population, compared to 82 percent for television and 22 percent for podcast listeners.

    People, as we can see, prefer audio entertainment such as streaming content. Radio ads segment the audiences according to geography, demographics, backgrounds, and communities. Morning people, for example, enjoy listening to music or the news on the radio before starting their day or going to work.

    Low Cost

    One of the most significant benefits of using radio advertising for your company is that it is a low-cost promotional strategy. When compared to television or social media ads, radio advertising is less expensive in many aspects.

    In the case of television commercials, it is necessary to have a professional script, hire a production company, including audio and video content, and pay the actors/actresses for doing the commercial, all of which could cost an arm and a leg. Meanwhile, radio commercials are straightforward in terms of their criteria, which include a valid script but also proper audio transmission.

    Ubiquitous

    Radio can be found almost anyplace; for example, if you plug on Bluetooth headphones, you will be presented with a radio tune option. From commuting or gardening in the morning to rest your heads at the end of the day, you’d rather listen than watch, which is why media marketing is so prevalent. On an average weekday, the number of listeners on radio hype peaks between 5-7 a.m.

    Influential

    Radio is one of the most powerful marketing mediums for establishing trust and spreading brand awareness among targeted audiences. The tone, as well as the message in the ad, should be welcoming because it will impact more folks, and playing the advertisement according to the appropriate slot will result in more CTAs and leads.

    Call-to-Action

    While listening to radio ads, you would hear ‘Call XXXXXXXX’ or ‘SMS on XXXX@VGJO’, this is what Call-to-action(CTAs) is to drag audiences to make quick response or action. CTAs are used to engage audiences by describing your company’s mission, encouraging them to make a purchase, and directing them to your website.

    Cons of Radio Advertising

    Poor Attention

    Nowadays, as podcasts, downloaded shows, and other forms of media become more popular, radio’s audience is diminishing. This means that this type of marketing may not be appropriate for you in some circumstances. Radio advertising’s total reach has shrunk as a result of its diminishing popularity.

    Lack of Visuals

    The absence of a visual component is the most fundamental issue with radio. The radio advertiser is not allowed to exhibit or showcase the product or utilize any other type of visual appeal.

    Given the growing number of large retail outlets in cities with self-service, package identification is becoming increasingly important for many advertisers when it comes to building brand awareness. Package identification plays a significant influence in brand selection in rural markets, where literacy rates are low.

    Ephemeral Nature

    In this regard, radio resembles television. The commercial is only on the air for a limited period, with no permanent, concrete reminders. That is why, in order to optimize impact, you must cultivate originality with a focus on regularity.

    Abundance of Choices

    There are many radio stations nowadays, which means you have a lot of possibilities for advertising your product. However, this is also a benefit because listeners have a lot of options as well. It can be difficult to take everything into account in order to capture exactly what you require for a successful campaign. Remember that collaborating with media partners can help you relieve some of this stress.

    Lack of information due to 30 seconds ads.

    In comparison to other main advertising channels such as television, newspapers, and magazines, study data on the radio is minimal. Clutter has become a problem in advertising media, including radio, as a result of the increased intensity of advertising.

    Every hour, commercial channels broadcast a large number of advertisements, making it increasingly difficult for advertisements to catch and hold the attention of viewers. The accuracy of the screenplay, the accompanying sounds, and the degree of distortion all play a role.

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    Are Radio Advertisements Effective?

    A firm can gain a lot of audience by advertising on the radio. Radio broadcasting was the fastest and most suitable marketing strategy in the 1960s, before the emergence of social media, Spotify, and other digital platforms to promote your brands.

    Furthermore, radio advertisements are one of the most effective ways of reaching out to potential customers. There are some prominent radio stations, such as Radio Free Brooklyn — Brooklyn, New York, or the BBC World Service, which have their own websites.

    Yes, radio advertisement still works in some countries and benefits tons of money out of it as it is a cost-effective promotional tool. For instance, if you go to any rural/local tea stall, you would listen to the radio broadcast.

    Conclusion

    Despite all of the developments over the last ten years, AM/FM radio remains the most cost-effective advertising medium available today. It’s a low-cost technique to reach out to current and new customers. Radio is still one of the most potent advertising methods available, but to get the most out of it, you’ll need to pay attention to timing, content, and your target group. Produce a high-quality, attention-getting jingle and be ready to contact many stations if necessary to get the most bang for your buck.

    FAQs

    How effective is radio advertising compared to other methods?

    Radio is 20% more effective than other channels in terms of brand building, according to a campaign. Because radio is entirely centered on sound, it is a powerful advertising medium. If done correctly, a radio ad is cost-effective, targeted, and easy to track.

    What is radio advertising called?

    Radio advertisements are also called spots.

    Are radio advertisements worth it?

    Yes, radio advertisements are cost-effective and are one of the most effective ways to reach your potential customers.

    What are the types of radio advertising?

    The three types of radio commercials are as follows:

    • Live read
    • Sponsorship
    • Produced spot.