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Neha Likes - Everything Digital


Education is one social cause I truly support. With recent increase in Rapes/Harassment/Eve-Teasing/Dowry in the city, it is very important that education of the society is treated as whole and not a girl child or male child.
Resident of both a metro city and a tier II city, I can feel the difference in the mind-sets of people. There are three types of people (especially referring to the topic)
  1. Un-educated
  2. Educated but act like un-educated
  3. Educated and act wisely

Cause of worry is the type 1 and equally type 2. Type 1 is the roots of the bigger problems like Population, Poverty, and Rapes etc. however Type 2 are more vulnerable to the overall society because they give rise Dowry, Society show business and harassment etc.
Incidents like below are on rise: A bank executive staring a women customer
  1.  An educated family keeping too many societal pressures
  2.  An educated daughter in law ill-treating the family
  3.  An educated husband who does not incline with the working wife

And I can write more and more about these sensitive issues which we all are well aware. With the recent case of malfunctioning of a shelter home in Gurgaon, people have started to do charity at home.
A deed of my close relative who has adopted 4 young girls and provided lifetime education is more worthy to me than signing a cheque of lac for a sanstha.

If you can afford then do not look beyond your HOME – Give education to the children of your guard/driver/ office boy. They would always remember it for lifetime and you are contributing to a very large social cause which is affecting the Indian society.

And above all ‘Educate your kids’ – Give them exposure and let them experience the Job or Business. Never ever restrict their education to a level that they may never be able to think beyond what you think.
This blog is about a social cause I strongly support and has been written to dedicate it to ISB iDiya http://www.isb.edu/idiya/





02:56 2 comments

Saw this line on Twitter & thought this could be my next small blog – To get more followers on Twitter, start following relevant people. 


I do not completely agree with this statement. But since it came from well-known social media expert, I thought let me debate with my mind for some time.

By following relevant people, I would just get to know the content they are talking about or topic of their blogs. It will not guarantee me a “follow back”.  

Follow-back will only happen if I produce a content which is actually relevant to them. It will also happen if I converse with them through my tweets. They may or may not follow me back, but their followers might just like my blog or tweets. Even your peers who understand your domain are your direct followers but only if they agree with your content.

So engaging with relevant people is more important than just following them. Yes of-course, I would not suddenly expect celebs to converse with a person who just started but gradually it is your content, knowledge of the domain & your conviction not your age that matters. (By celebs I do not mean Bollywood but people who are pro in their work area and have high followers and decent readership on their blog).

Lastly, a piece of advice: Tweet & Engage wisely not only for the heck of gaining followers but passion for what you know and what you want to reach out to people.



02:37 No comments

Experienced both sides of the coin – Agency & Client, and therefore this blog is for all the Account Managers, Account Directors, Creative Team, Head of Agencies, Marketing Teams and last but not the least Chief Marketing Officer. Some of the key findings are from Adtech 2013, New Delhi!
Questions (Agency) – Why does the client always reject my idea? Why they never like our creative? Why do they prefer offline agency over digital agency? Why so many changes in the creative?
Questions (Client) – Why don’t they understand? Why can’t they get a viral idea? Why they always bring ideas which are expensive? Why can’t they think 360 degrees?

A small background dipstick to understand the agency – An agency hires an account executive or Manager who caters to an average of 3-4 clients. They work from 10 am to 7:30 pm at-least and sometimes on Saturdays. They do brainstorm but that is limited to that account and the brief received. 

Now let us understand the Brands – All the Marketing Heads are offline guys who very well execute ATL and BTL activities, they understand the potential of Digital and thus hire either a Digital Marketing Manager or a team for building Digital Strategies. But offline is priority to them.

One thing and the most important thing which I believe the difference is, that the agency people are 24/7 engaged in doing routine tasks. The priority for Agency Head is BD (Business Development) and not learning & evolving the employees. There is no brainstorming and absolutely no reference to case studies of what is happening beyond the existing clients and outside India. They are extremely irritated of the daily routine & BD and therefore there is no freshness in ideas that they bring to the clients.

One point which I would like to make to the agency people is “Invest in yourself”. One day in at-least two weeks you all should see the case studies and discuss within the team of what can be pitched to the client. Also, agency heads should take their employees for such seminars or bring new ideas to them so that the same ‘Tab’/ ‘Contest’ is not pitched to all the brands.

On the other hand, even the brands are also at fault. If considered that the agency works only on the brief and does not give external references or broad ideas then it is the brand also to be blamed. How?? Let me explain – I recently visited Ad-tech New Delhi 2013 where there was a wonderful session called “Marketing Master”. It was back to back case studies based on what they have done on Digital platform. Learning was many but a point which has stayed in my mind was from Manisha Lath of Axis Bank. She said for the recent brief for Viral Videos of ProgressTogether.in, we called our creative and Digital teams together. This insisted that whatever idea that comes out is executable on both offline & online. It also meant that the entire brief was equally shared between the agencies and they together brainstormed over the idea.


Most of the brands follow the other route – They brief the creative, they wait for the idea and after the idea is perceived, they call the digital guys and tell them the brief. There is no going back for the client even if it is not possible to execute it on Digital medium. And then who is blamed – Digital guy obviously!


Marketing teams should also analyse that there is a huge potential in Digital Marketing. And fresh ideas gonna be expensive. If Domino’s Pizza does 10% of delivery sales through mobile app(data from adtech presentation), then it was possible only because they acted timely on building the app and off-course the invested in the app.  However, sometimes agency should also consider the budgets of the companies and accordingly mould the current ideas. Rather than scrapping the idea which client cannot afford, present with a twist which he can afford.



Again sharing an example from Adtech, Citi Bank did a campaign Dil V/s Bill. It was sky-vertising integrated with a Twitter Campaign. Check Google for details of the campaign but it was one the most thoughtful campaign for the TG. And unlike brands which prefer FB over Twitter, this was a different ball game all together.

Ending it with a piece of advice – “Blaming each other will continue and will not benefit either. It is the time for co-creation of content. Integrated campaigns performs best only if all the agencies along with the Brand’s Marketing Team sit together, ideate, debate and conclude together”.


00:23 2 comments

Reading the title, I am sure lot of my readers would think I am a user of Idea network, I am Abhishek Bachchan fan or I am paid by Idea Cellular to write this post. But none of these are true. It is just that I am awed by their marketing and to be precise their TVCs off lately.
  1. Their messaging has been so correct.  The latest ad when a child exchanges the mobile handset of his parent is an example how busy we have got in our lives to understand a relationship.


  2. Honey bunny evolved nationally with the tune going viral and people singing or humming. Some were irritated some just loved it but all were hooked to it as it was always on TV. 

  3.  
  4. Even the Valentine ad was a perfect example. The way the old lady says ‘Ek flower 20Rs ka, isse achcha toh cauliflower le aate” with a message Idea can change your life. Though this ad made me think a lot about the amount of energy, time and money spent to create this TVC for playing it only for one day! However, I am sure that we admire their festive one day ads like Christmas, Diwali and Eid with a social message - Har tyohar manana chahiye!


  5. Some of the Abhishek Bachchan ads with Social causes were also appreciated a lot. It had a humour with a strong message in them. They subtly promoted ‘What an Idea sir jee’. And those ads were Save Paper, Walk when you talk, over population and keep IPL clean.


I am a different network brand user and will remain till I am satisfied with their service. This blog is surely my appreciation of the strategist in their marketing department and off-course the creative agency. 
They have definitely shown how to capture minds of their audience. Now, the whole story is "How is this leading to their market share & business growth". I have my doubts because all the TVCs promote their brand tag line and not the feature, products or benefits, but I will let my doubts free for now..



11:38 No comments

Facebook was initially developed for connecting people on a social platform. Long time ago the CEO had said that they will not make it too commercial for businesses and appear like other portals. But that seems like a history now.  I feel Facebook has started monetizing its every branch. Not that I am anti-Fb (I very much like the way it has evolved over the years and built its own nation), but purely from a digital specialist of a brand point of view I have written my observations. Let us look how:
  1. Earlier fan count meant that your brand is followed by those many people. So brands thought it was sensible to spend on Stamp ads to raise fan count. //Stamp ads was Monetization #1
  2. Now since almost every Tom-Dick-Harry brand has a Facebook page and some good number of followers, Facebook revealed out that your post reaches out to only 16% of your total fans. What should the brands do now? Facebook then came out with three solutions:
    • Target your posts – Organic method to reach out to fans by targeting them either by age or location or hobbies.
    • Continue Stamp ads – More the fans, more the reach #Monetization #2
    • Promote – Have you noticed this word on all the posts these days. It guarantees that your post will reach more people either amongst fans or friends of fans. Monetization #3
  3. Suggested Page – One more feature which has been doing rounds is ‘Suggested Page’.  Suddenly a Brand’s page is thrown to me as a suggestion to like it. There has been targeting done by Facebook and I am the Brand’s TG. Brand is paying them to capture the TG. Monetization #4
  4. Sponsored Story – My friend has liked the page and that is the reason I am given a suggestion thrown by Facebook to like the page.  Monetization #5
  5. App creation will be monetized too. Reason 1 – App developers have taken too many advantages while building brand specific apps which Facebook wants to control now.  Reason 2 – Apps will have to be promoted like posts or page to achieve higher reach. Monetization #6. Reason 3 – Other brands will be free to advertise on Apps on impression basis. And it would be like advertising on Farmville or Criminal Case. Monetization #7.
  6. Page Take Over Ads – Whenever I log-out of Facebook, I come across this huge banner ad. It is by a brand and the ad can either land on FB page or outside FB. But it gives lot of impressions/Likes to the brand #Monetization #8




While all these mechanics are pressurizing brands to do more and more FB advertising – to connect with more & ore people – to be social friendly brand – to engage the audience, in a way it is also beneficial for people. They get to participate in different contests, apps and win loads of goodies and have fun! Happy Facebook-ing.



09:42 35 comments

As the name suggests, it is a sale time. Not just the regular sale but most of the brands are offering heaving discounts like Flat 40% off, buy two get one free, Buy a product and get a shopping voucher for the next time. Wonder why are the brands pushing their products at throw away prices? And I am not just talking about the regular ones like Arrow, Louis Philippe or Levi’s but also the luxury ones like Aldo, Steve Maddens, Tommy Hilfiger, Zara. These brands are considered a luxury and not everybody looks at them not for buying but eyeing.  But this season I saw Aldo & Steve Madden selling footwear at Rs. 1400* and Zara winter jackets for Rs. 3500*.

Is it pushing the products to Masses? I don’t see that as a strong point. Not everybody is their target audience. Their TG is niche and selected. Let us explore possible connections:
  • Market is very dull – Across all the segments be it Consumer Electronics, FMCG, Lifestyle products, there seems to be a slowdown which is impacting every possible brand.
  • Adopting the trend from other countries – The stuff which does not sell up- to 5 or more months is considered for selling at lower price along with other fresh stock. This experience is given by stores like Ross and Macy’s in U.S. So even premium brands like CK, Ralph Lauren, and Banana Republic have fresh stock and old stock (which is available at dirt cheap prices). Similarly it is being adopted in India
  • Creating a customer experience – Giving a middle class family an experience of luxury brand with a price their pockets can afford. Loyalty points associated with these shopping brings back the customer to shop again and redeem.  And sometime or the other if you get an experience, you stick to it for longer time until the pocket absolutely cannot afford.
  • “Sale-u” people – Still lot of people in India have that sale mentality. So if they are in the mall for dinner they will definitely peek-a-boo in the showroom which says “FLAT Discount”. And they contribute a lot by their impulsive shopping.

I am one of those analyzers of the brands and their discount period and trust me it is a big saving to do with a good brand in the hand. Happy Shopping & saving J

*On selected but good products. This article is only for current Sale period of Dec-Jan-Feb 2013


23:47 No comments
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About Me

I am a social media consultant with an experience of working with many international brands and agencies. I can help you grow your brand with social media strategies, campaign formulation and execution, content management and as I say, Everything Digital!
I love life and I document everything that life has to offer on my blog, be it travel, food, books, fragrance, movies and more. I also passionately write about digital marketing and brands.
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