Thursday, September 1, 2016

The. Unsaturated Channel – Pokémon. GO

Few months ago, marketers really did not bother much about reality games. But with the emergence of Pokémon Go and the amount of craze around, it’s time to rethink your strategies, plans and explore unsaturated channels. People are so involved that they have ended up even meeting with accidents and break up’s.
People end up spending hours together on the app and it has the potential to beat the most popular social networking apps like Facebook and Twitter. 
This is a virtual game where people go in search of Pokémon’s, this means the availability of people both virtually and physically.
The kind of coverage and the attention the app has got along with abundant data availability it is the place for brand’s to advertise and create awareness.

“A pizza place in Queens New York saw a 75% increase in sales by paying $10 to get a Pokemon Character in their location.”
-          Tech Crunch
Pokemon GO, Online Advertising, The Unsaturated Channel
Add caption

(Image Source : Reddit)

Earlier the access to brands and apps were limited to the data they collect like e-mail, phone, tastes, etc,. But now your living room is accessed with camera, you use GPS and the location you move to is tracked. So yeah it is definitely the hot topic for marketers right now, but how many brand’s are going to take advantage of this and how many will use the channel even before its competitors use. Everyone can advertise on Google because it is tried and tested but it really needs someone really brave to use unsaturated channels like this.
With evolution in the technology available with marketers there may come a day when you use the camera in the game you give it an access in the living room, wash room, etc,. Pantene may advertise to you saying that you are using Sunsilk and it’s time to change.
So, common marketers start using unsaturated channels and stay ahead of your competitors.


Author: Sucharith P
MBA in Digital Marketing, FLAME PUNE
Former intern @ 3M Digital Bangalore.

How Digital Marketing has changed Consumer Behavior


To stay relevant and competitive in this fast changing digital era, it is necessary for an organization to understand the impact digital marketing has on consumer behavior.


Changing consumer behavior is very difficult to keep track of and always presents certain challenges to the brands, such as a sudden change in expectations, increase in negative publicity. But along with these challenges come opportunities, like the chance to engage and interact directly with customers who are looking at the overall brand value of the product as opposed to just the price tag. If a company can successfully understand the changing consumer behavior and change its customer service accordingly, not only can it gain the top postilion but also insulate itself from the new entrants in the market. 

The Digital revolution and marketing practices have caused several changes in the consumer behavior, some of the most prominent changes have been listed below (not an exhaustive list). 

Setting Standards
The consumers no longer set standards in the way it was done a few years back, with digital breaking all boundaries, consumers now set standards by comparing the level/quality of services they get. They directly compare how well a brand is providing a service, making it the gold standard and pitting other brands against it, these brands could be from different industries, yet they will be compared in terms of how they could do better or as good as the gold standard. 
Brands should no longer be focusing on their direct competitors, but instead focusing on how they can be better than the gold standard set by their consumers’ expectations.

Setting High Standards
Always Set a High Standard

Customer Tolerance
With hundreds of brands at their disposal, it satisfying a customer has become very difficult. Customers now have access to digital media which they will use almost instantaneously to let to world know of the unsatisfactory service or product that they got form the company. Today customers place a lot of importance on ease of service. Brands need to accept and be prepared to deal with unruly customers taking to social media over how even a small issue they faced is a major problem for the customer and that the brand shouldn't have let it occur in the first place.
Customer Tolerance
Customers will get angry easily


Customer-to-customer dialogue
Word of mouth was and will remain a major influence on the minds of the customers, with social media platforms making communication even more easier, customer opinions and experiences can make or destroy a brand.
Customer-to-customer dialogue

  

Loyalty is a thing of the past
Gone are the days where customers would stick to a company irrespective of how good or bad the product or service would become, if today a brand drops it quality of service/product, the customers will immediately jump to the next best option available in the market. Customer will not accept cheaper low quality good just in the same way that they will not accept an overpriced product. 
Eg: Oneplus 3 - Overshadowing all flagship phones from 2016.


Information
Consumers no longer trust the tradition media that the companies use due to the increasing mistrust growing in their minds. Brands often try to show their products as the absolute best, having no flaws. Consumers now know better than to trust those sources of information, they will cross check any information they find too good to be true. Brands no longer decide what information is handed to consumers regarding product knowledge, any information that a customer wants is now just a few clicks away.
Information
Information access to all


Multi-Channel Communications
Brands no longer have control on which channel of communication works best for them, the customers will use the channel which works the best from them, and this channel can change from customer to customer based on this network with friends and family. The brand has to take the initiative to be present across these channels to communicate with the customers.
For a better idea on Multi Channel Communication, have a quick look at this informative video.




Take a quick video tutorial on


Digital Marketing


Consumer Behavior

Read more aboutDigital MarketingConsumer Behavior.

Source for research: paconsulting.com and mediavisioninteractive.com


Student at Flame University
Mihir Shah

About the Author: 
Mihir Shah, Student at FLAME University.
A tech enthusiast who enjoys gaming, a photographer by hobby and a foodie at heart.

Find me on Linkedin, Facebook & Twitter


GUERRILLA MARKETING EXPLAINED


Guerrilla marketing as the name suggests employs an unconventional style of advertising which relies on low cost innovative strategies to overcome big budgets and deliver the same effectiveness.
Apart from being an alternative to traditional marketing it tends to be a lot more cost effective.

Definition-

Jay Conrad Levinson coined the term in his book ‘Guerrilla Advertising’. The term guerrilla marketing was inspired by guerrilla warfare which is a form of irregular asymmetric type of warfare which relies on small tactic strategies used by armed civilians. Many of these tactics include elements of surprise,ambushes,sabotages and quick lighting fast attacks relying on speed and timing entirely.Much like guerrilla warfare, guerrilla marketing uses the same sort of tactics in the marketing industry.

KEY INGREDIENTS NEEDED FOR A SUCCESSFULL GUERRILLA MARKETING CAMPAIGN-

A.)IMAGINATION:
With Guerrilla marketing,imagination is more important than budget and in many ways compensates for the lack of the latter. 

                                        THE CONSEQUENCES OF TURNING A PAGE 

Guerilla Marketing

                                                   DEFORESTATION CONTINUES 

                                         
                                          Green Peace ingeniously used guerrilla marketing to show the ruinous effect making paper has on the environment and furthered their "save the environment" cause.

                                          Street Graffiti By Domino's American Legends 

            Marketeers used street graffiti to remove dirt from a street to communicate their message.This was a very effective example of Guerrilla marketing done right by Dominos

                                    Guerilla Marketing Campaign against Land Mines-

                         This unnerving guerrilla marketing strategy made use of restaurant ketchup packets to drive home a point about the lives led by many civilians in war torn nations where land mines are a common occurrence
                                           South Africa Tourism Awareness In Mumbai- 


The Zebra Crossing was actually painted to resemble the stripes of a real zebra in Mumbai City.
This Guerrilla Marketing idea was implemented as part of the South Africa Tourism Campaign.

Guerilla Marketing where entrance handles resemble taking a beer 





B.)Word of mouth and social media sharing:Guerrilla marketing relies heavily on word of mouth advertising.Nothing beats getting a crowd of people to talk about your campaign by themselves.

This guerrilla marketing campaign for King Kong 3D had customers clicking pictures of King Kong’s foot and sharing it on social media. This guerilla marketing effort relied solely on word of mouth and social media shares.On one hand it gave customers a significant talking point by capturing their attention and turning it into a talking point and it also incentivized sharing of the same.


C.)SNOWBALL EFFECT CAUSED BY PUBLICITY STUNTS :
Guerrilla marketing could start off small but snowball into something massive.A lot of publicity could be gained from local sources in this way.

A shining example of this would be Red Bull which they displayed in their 2012 skydiving record as part of their Stratos project. Red Bull sent athlete Felix Baumgartner 128,000 feet above earth to create a skydiving record.



The Red Bull Stratos project was viewed live on YouTube by over 9.5 million users and ended up setting another world record.

D.)FLASH MOBS:

Under this guerilla marketing tactic a flash mob can be organised to perform a specific action or task at a predefined location to spread awareness of something.


                               Check out this amazing show using flash mobs at Antwerp



Some of the dangers of guerrilla marketing which a brand must consider include-

A.)PERMISSIONS:
You could end up creating trouble with authorities by not getting permissions which will definitely undermine your guerrilla marketing campaigns. Ex- Street graffiti without prior permissions.



B.)Environmental Influence:
Many guerrilla marketing tactics are susceptible to weather changes.Depending too much on the environment for your campaign’s success is a fallacy and ideally it shouldn’t dictate whether your campaign ends up being a hit or a miss.



c.)Miscommunication: 

Guerilla marketing could lead to miscommunicated messages which give the wrong messages and could hurt and cost your brand more than it’s worth doing.

A notable example of this would be Turner Inc using LED circuit boards which were mistaken to be bombs. 


Numerous placards showing the ‘Mooninite’ character putting up his middle finger. were placed around the city This resembled explosive devices and a scare began to spread across the city 
The Guerrilla marketing campaign ended up costing Turner Broadcasting and Interference, Inc about $2 million for the incident. Though it was a good guerilla campaign the cost of miscommunication for them was huge.

                                             
                                              Image Source: wordstream ,creativepool
                                                AUTHOR: KARAN AJINKYA  





                                    Budding Digital Marketeer at FLAME University
                             Interested in Strategies,Photography,Adventure Treks and PS3                                                                                             Videogames