Showing posts with label 0DEBNATH. Show all posts
Showing posts with label 0DEBNATH. Show all posts

Wednesday, April 19, 2017

Selling in Instagram - What We Need to Do

Instagram – arguably the most popular/effective network for influencer marketing in particular – has made advancements in social selling including the ability for
- Verified accounts to add a ‘swipe up’ feature within Instagram stories to take the followers directly to the relevant landing page where they can buy and/or take advantage of the promotional offer
- Users to shop/browse products on a retailer’s profile
- Businesses to tag a post with products
- Advertisers to include calls to action (e.g. “shop now”) in ads that activate when a person shows interest and also follow the user to comments sections and a retailer’s profile

All these Instagram features are great, but that doesn’t necessarily mean selling in Instagram will instantaneously ramp up your revenue. Before being able to use these features we have to do the following:
(a) Find out whether our typical customers are Instagram users or not.
(b) Whether we can handle inbound message coming from consumers
(c) Whether there’s an e-commerce platform for better customer experience
(d) Is there a budget to advertise?
(e) Is there a mobile website to support Instagram retailing?
(f) Can we analyze conversions?

Developing Effective Landing Pages for Websites

Effective Landing Pages

Here are some of the ways we can improve our website landing page design:

(1)    Encapsulate in an Interesting User Flow:
Instead of putting the products directly on the landing page (home page), it is better to incite some sense of interest about the product(s) and service(s) in the viewers and then leading them through some kind of discover of the products or services available in the site. This is both psychological as well as a good way to understand customer behavior and their needs. People are more attracted to mystery and the joy of discovering, rather having the products/services pushed onto their faces.

(2)    Color Contrast

Choice of color in the webpages is important as some color choices and contrasts repel viewership. Due to poor readability, customers may leave the website. It’s a good idea to test the website color with a set of sample viewers.

(3)    Directional Cues
Signboards in the website is a very important element to help guide a user move through the webpages that brings in maximum benefits – i.e. in converting a large number of visitors into customers. This can take a form of a button saying (“Start Discovering More Services” or “Click Here to Start Now”) or a link to the link to the next page. At no point, the viewer/customer should be forced to move only in one direction - the user should be able to move about and discover other pages as well. Care should be taken to not overwhelm user with too many confusing signals on the page.

(4)    Use of White Space
Some websites are stuffed with many images and text that is just confusing to the user and difficult to view that website/page. It’s important to leave some white space between design elements (images, text, frames, etc.) so that the page looks soothing to the human eye. It also helps the user to focus on the elements, that you require them to focus, better.

(5)    Minimal/No Background Pattern
Some websites use patterns in its background, some others use a picture/image with very strong colors. Overdoing the pattern, image or color in the background makes the page look very crowded and takes the viewer’s attention from more important spots on the web page.

(6)    Use Header to Broadcast Offer Value
A good landing page should have strong offer and be able to explain why the offer is valuable in clear and concise terms. The landing page headline and subheadings provide a key opportunity to promote the value you offer. Having the value proposition in the place where the viewers’ eyes fall first on the page, help convey the offer to the viewer immediately.

https://blog.hubspot.com/marketing/landing-page-examples-list#sm.00000egj9xq40qd5ntaoqpfzdqqt2

Thursday, April 06, 2017

Using Emotion to Create Facebook Ad

Emotions can go a long way to create a click-worthy ad online. Emotions have always been used to sell goods and service. We see it all the time in the ads shown in the TV or printed in the newspaper/magazines. Emotion help businesses generate sales volume. Given there's so much to see and click in the Internet, the question is how should we compose an ad in the Facebook to make that ad effective so that online viewers click that ad. The idea is to use the same playbook used by the general ad creators, some of whose secrets are listed below:

(1) `Spark the Sense of Belonging
People are hardwired to search for understanding and support from their peers. A sense of belonging to a large community improves our motivation, health and happiness. If we could frame our ad offer as an invitation to an exclusive club of awesome members, people will be interested in joining the community and respond to the ad.

(2) Use Power of Guilt
People feel guilty about different things, and if we hit their right nerve, we will win their attention. Ads highlighting the good and the bad components of dog food (Blue Brand) (BlueBuffalo.com) is one such ad - whereby, the users of non-Blue dog food is made to feel guilty by showing that the dog food they are feeding has bad stuff in it. Consumers who feel guilty tend to respond well. Gym memberships soar after a long holiday period around Jan-Feb every year. Your ad should use strong words that spark negative feelings, and then must provide a quick fix to overcome that guilt.

(3) Make People Feel Important
Feeling of being significant is a basic human need. Many wars have been fought and is continued to being fought to this day over this feeling. We all want to feel important and valued by others. To create an ad that makes the viewers feel important, its important to create a personalized ad that talks directly to the reader using words such as “you” to address the reader. By creating a highly personalized value offer, Spotify will ignite curiosity while also making the person feel important in its ad “You know there’s a playlist with your name on it, right?”

(4) Surprise Your Viewers/Readers
Consumers such as I use a lot of emotion to evaluate a brand / product / service. Surprise is a good emotion to catch audience’s attention which can then lead to them exploring your proposal. Usually, it’s a good idea to use good surprises to make people feel special and important. This could take a form of “coupon” or some other pleasant surprise to make the reader click on your ad and go to the next level. Some companies give out Starbucks coupon to fill a survey used to assess target audience’s need via survey.

(5) Create a Sense of Urgency
If I get too much time to decide, then I tend to postpone the conclusion and sometimes I also forget the ad. I have seen ads with limited time offer and have often responded on them due to fear of losing an awesome offer. I am sure I am not the only person who feels this way. For such ads, it’s important to define clear dates and offer a great discount.

(6) Help People Feel Proud
Emotions have a strong effect on our immediate actions. LEGO’s Facebook ad makes mothers feel proud of their kids reminding of their children’s capacity to create amazing things. The ad uses emotion of hope to draw parents to the offer. Many ads (e.g. Dollar Shave Club) use the words “smarter choice” to make the people feel great about their purchase as if they have contributed to a greater cause.

(7) Generate Negative Feelings
By generating a negative feeling and then offering a solution to cheer us up is a good way to market our stuff. Small doses of mild negativity can help strengthen customer’s positive impression of a product or service. The negativity should be followed by some pleasant surprise may actually help company retain customers.

(8) Make People Happy
Emotional articles, especially those that generate strong emotions of happiness and surprise (positive ads), are more often shared than others. Brightly colored ad that includes images with smiling people / pets etc. are used to generate emotions that make us click the ad, share with others, or bookmark in our browser.

(9) Make People Curious
Curiosity is the discrepancy between what we currently know and what we would like to know. For example, in Hubspot, “How well do you rank for SEO”? The technique involves asking people a fascinating question or telling them a cool story and then leaving the best part untold. Another example: SurveryMonkey does it by asking its readers “Want a GoPro?”

(10) Show the Excitement
Excitement makes people become more impulsive and make people act quicker. People think and behave very differently when excited. Selling to such people becomes easier, and most likely these people tend to purchase if given an option.

(11) Offer Hope for Better Future
We see such ads – that uses hope to suggest they are making smarter choice to improve their lives. Such ads usually help people to take an action on the ad. People notice ads with bright colors, lots of exclamation marks and energetic tone of voice.

(12) Master the Art of FOMO (Fear of Missing Out)
Many people experience FOMO when they aren’t able to attend an event when their friends are going. People are afraid of being left out without and amazing experience. Sometimes we see ad saying “X number of businesses are using our tool to …” indicating that the reader that there’s a fascinating community they are not part of. Such ads make us feel that we are missing out on something.

Tuesday, March 07, 2017

Improving Site Performance When Using GIFs

GIFs are he oldest file format still commonly used today due to their simplicity, near-universal support, and ability to be used as animation. Despite these positive features, GIFs tend to be large files, resulting in page bloat that can negatively impact the performance of webpages and lead to poor user experience. As such it's important to consider serious optimization of static and animated GIFs or moving away from using animated GIFs.

Here are some ways we can continue using GIFs while enhancing the performance of the webpage.

(A) Non-animated/Static GIF File


  1. Lossy Compression: In this method, the GIF file is compressed in size with some loss in resolution data. Human eye may not be able to easily discern the changes, but the file size could be 60 to 70% smaller. There are popular tools such as gifsickle can help with the file conversion (http://www.creativebloq.com/design/image-compression-tools-1132865)
  2. Non-Lossy Compression: In this technique, GIF file is converted into PNG file which are about 5-25% smaller than equivalent GIF file. Tools such as Pic.io and Convertio can help with converting GIF format files to PNG format files.

(B) Animated GIF File
  1. Lossy Compression: In case of animated GIFs, tools such as gifsickle uses lossy encoder to encode and compress near matches of pixel arrangement of data to create "near perfect" image frames inside the GIF animation. Since our human eye does a very good job at not being able to distinguish subtle changes in color, this alternative works in many cases.
  2. Non-Lossy Compression: When losing resolution will not work, it's best to convert the GIFs into HTML5 video format, which results in 95% smaller file size. With the <video> tag, modern browsers can play HTML5 video without needing to download external plugins. HTML5 videos are stored in MP4 container files, and there are several tools such as ffmpeg and the web-based Cloud Convert to convert GIF animations into HTML5 videos. 

Technical SEO Decisions to Make Before Website Design and Build

Technical SEO Decisions to Make Before Website Design and Build

(1) HTTP or HTTPS
Decide on whether to use HTTP or HTTPS. The thumb rule is that if you are considering secure services or priviledged access to data, then you need HTTPS on those pages at a minimum. This will help allay your customer's fears about providing information without worrying about identity theft or their card information being siphoned away.

(2) Decide unique URLs for each web pages
A developer  should remember that each web page should be allowed to access via only one URL, and not just a unique ID. The search engines use URL to uniquely identify and locate web pages not unique IDs

(3) Site speed
There are two benefits of increasing the speed at which your site/web page loads: better user experience and better search rankings. Users don't like slow loading pages (remeber dial-up connection?). Slow site could mean users presssing the Back button to get out of your site with great speed. This also means lost visibility of your site and/or loss business. The other thing is, Google announced in 2010 that it uses site speed to rank sites/pages. If your site loads slow, it will be ranked lower consequently losing visibility and customers. Developers need to spend time to make sure they deliver web pages where all its components load pretty fast and completely.

(4) Location and Languages
If you are plan to target users from different countres, then you should adopt Internationalization standards to develop your web site. The site shoul be multi-lingual, multi-regional or both. This means having unique content by languages/region, flexible site designs, cascading style sheets, and additional infrastructure.

(5) Flexible platform to edit site
The platform that you are going to use to develop a web site should be flexible enough for you to publish latest changes and content quickly and regularly without having to spend too much time and effort. This will help you keep your site fresh and relevant.

(6) Logical roadmap
Besides being aethestically pleasing, a website has to be useful. Since Google considers the content and struvture of a site when it ranks for a seach, it would be very useful to map out and mock up a design for the site ("wireframing") and run it by few test users to make sure that it makes sense and is intuitive.

(7) Contact Information
Make sure that the contact information is visible and accessible (and not buried in sub pages). Make sure you have a number, email address and contact form available to easily contact someone.

(8) Social Media Integration
There are lot of social platforms and to gain visibililty it good to promote your business' presence on them on your website. Integrating these platforms into your website will help boost your SEO, improve your business' footprint on the social web and build your following across numerous social platforms.

(9) Mobile-Ready version
Since smartphones and tablets are driving an increasing amount of web traffic, and the numbers are only going to grow in the future, it makes sense to have a mobile version of the site available for the mobile device users. Responsive web design enables to use fluid widths, so that your website layout will adapt to the screen on which it is being browsed.

(10) FAQ
People have a lot of questions. Its nice to have a FAQ page that addresses most common questions and concerns. Questions related to materials, ingredients used, shipping info, cencellation policy and sizing are common and should be addresses as best as possible.

(11) Good web host
Make sure you get a mainstream provider to host your website. Cheaper platforms are usually not well maintained, crash often and slow. Bad hosting could mean frustrating user expereience. It can also result in lower Google search engine ranking.

(12) Somethings you don't need in your website
- Anything that autoplays, whether its music or video
- Flash
- Music
- Extra informaton and media
- Image-only objects for your navigational items
- Minimize use of tables
- Make your links descriptive and use your keywords in the link text

(13) Browser compatible
Make sure that users can use the browser of their choice to view your website. Find out which are the most popular browsers used to access your website, and make sure during testing that all those browsers and versions are used to test the website before deploying it for general users

This is based on article https://moz.com/blog/strategic-seo-decisions-before-website-design-build

Wednesday, February 22, 2017

Yahoo strikes global content partnerships with UK publishers


Just read the above article about Yahoo striking global content partnerships with UK publishers (21-Feb-2017) as it steps up ambitions to lead news. Yahoo has been struggling to be a dominant player of online display ads in the US, as it stands distant fourth behind Facebook, Google, Twitter. This deal with the consortium of seven newspaper chains (The Telegraph, the Guardian, The Independent, the Evening Standard and Hearst UK) representing 176 newspapers is a major pivot and exciting pivot for Yahoo as it plans to dominate the US news market. Yahoo is currently ranked fifth news source behind Google, The New York Times, The Washington Post, The Huffington Post, and Twitter.

In my opinion, this is a win-win situation for both the newspapers and Yahoo. The UK newspapers are trying to make a big push to become global brands. Yahoo is one of the dominant players in news media in the US and Yahoo Finance is the number one in the finance sector. Yahoo will have access to quality content to build on their existing verticals, and the newspapers will have Yahoo’s over 1 billion monthly users worldwide and 29.3 million unique UK site visitors reading these articles.

The deals include a revenue share agreement using Yahoo’s native advertising marketplace Gemini. Advertising will appear within each article to reach and engage relevant audiences with highly-targeted content.

I think the ultimate winners will be the Yahoo users who will access to an array of premium content on a wide range of channels. To me as a Yahoo user, it means combining the best of Yahoo journalists with the masses of journalists covering every piece of news out there.

Content Marketing for Wearable Technologies

Examples of popular Wearable Technologies are:
(a) Smartwatches: e.g. Apple watch, Samsung watch. The adoption rate of these devices hasn't been great because these devices need getting used to. There are fits and spurts of activity but these devices have been struggling to take off

(b) Virtual and Augmented Reality: Samsung Galaxy Gear, Google Glass. There has been a major growth of Samsung Galaxy Gear in 2016 (~5 million) and the annual sales could reach half a billion by 2025.

(c) Home Technology: e.g. Google Home, Amazon Echo. Although these devices are technically not wearable, they share similar qualities as wearable devices - hands-free controls, instant accessibility and so on. This technology (IoT) is also expected to grow from 10 billion in 2010 to 34 billion by 2020.

Notice that these futuristic technologies are getting more compact with smaller screen size, limited interfaces and limited range of functionalities (e.g. eye wear technology with limited range of vision). Digital marketers will have to deal with these limitations when creating content for such devices. Some recommendations for such a content are:

(1) Digital marketers may find it challenging to display traditional content in many of these devices, but audio content requires lesser interfaces. As per Pew Research**, about one-third of US adults 12 or older have listened to podcast in 2016, and this number is expected to grow. Listenership has been rising for a variety of reasons and will continue to rise.

(2) New kinds of interactive content need to be developed for augmented and virtual reality devices that contain hyper local content that changes with the user's current location (e.g. street or block level rather than city or region) with interactive maps. The content could be a digital blur - content that marries real world for users to engage with content's material (e.g. pop-up weather forecast when sky begins to turn dark)

(3) Content has to be small and immediately available for access on-demand. New kinds of interactions need to be developed as well.

Wearable market is still in its nascent stages and changing. In the meantime, traditional content marketing will continue. At the same time, I think content marketing is picking up with digital marketing progress in the last/current decade, and with more brainstorming between wearable developers and marketers we may see the next stage of evolution for content marketing.




**Pew Research: http://www.journalism.org/2016/06/15/podcasting-fact-sheet/
***http://www.edisonresearch.com/wp-content/uploads/2016/05/The-Podcast-Consumer-2016.pdf



Friday, February 03, 2017

Digital Marketing Scam in India - Why Indians Don't Trust Digital Marketers

Digital Marketing Scam in India - Why Indians Don't Trust Digital Marketers

Here is another article of a scam that was busted yesterday Feb 3, 2017. The Special Task Force said that the accused duped people on pretext of providing "digital marketing" solutions and had collected money from as many as 700,000 people under this ponzi scheme.

As I understand, the scammers used opened a site called socialtrade.biz where they accepted investors into a ponzi scheme to pay subscription fee between Rs. 5,750 ($85) to Rs. 57,500 ($855) to increase online hits of companies looking to increase online hit count on digital platforms. Investors then received URLs on their cell phones which they had to open, hit "Like". They were told that they would be paid Rs 5 ($0.07) per like. The URLs were sent from a fake server, and the URLs terminated on the same server.

While this is one of the biggest scam in recent history of digital marketing in India, it is not alone. Every few months such scams appear in the news, driving away people from marketing emails, online purchasing, and even registering for valid online services (e.g. bill payment, bank account). This includes criminal activities like phishing, DDoS atacks, viruses, malware, etc.

People in India, who still purchase most of their stuff from physical stores, have lot of reasons to not trust online digital marketing. For a supposedly tech-savvy country, very low percentage of retail commerce sales happens online. Even though the online sales grows, it is not expected to grow in leaps and bounds. Even when new secured payment services (NEFT and RTGS) were developed, people are reluctant using their credit card and debit card for online purchasing.

Report Retail ECommerce Sales in India Growth 2014-2018


Thursday, February 02, 2017

Digital Marketing Tools using Artificial Intelligence



Recently, I came across this article “5 Ways Artificial Intelligence Will Change Your Business in 2017” (http://www.huffingtonpost.com/danielle-sabrina/5-ways-artificial-intelli_b_13866328.html) and I started wondering how artificial intelligence can provide specific help to advance digital marketing.

I am passionate about Artificial Intelligence, so I started googling for other digital marketing tools that use artificial intelligence to drive its function. And here are some of the unique digital marketing tools that I came up with, that small and medium-sized businesses can use to dramatically improve their digital marketing function:

  • GrowthBot (http://growthbot.org/) – this is a free tool that attaches to HubSpot, Google Analytics and a dozen other systems to provide quick and convenient answers to questions such as: how was my organic traffic last week, what search keywords does buffer.com rank for, show me SaaS companies in New York City
  •  Grid (https://thegrid.io/) – this is a self-designing website tool (called Molly) that uses artificial intelligence to build tailor-made home for the content. Wix (wix.com) is another such tool.
  • EyeEm (https://www.eyeem.com/) – this is a great photo curation tool that not only save curation time but also provides visual images consistent with the theme for te target customer. EyeEm can search catalog of 80 million images and find a selection of photos matching the desired visual style.
  • Instagress (https://instagress.com/) – this is a great bot that likes, comments, follows and unfollows you in Instagram and helps promote Instagram account. It does what is not possible to do 24x7.
  • AgilOne (http://www.agilone.com/) – analyzes tracking data to creates predictive customer profiles that can be used to engage customer across all channels.


Thursday, January 19, 2017

Responsive Design, Frameworks - Grid Systems

Responsive web design (RWD) is an approach to web design aimed at allowing desktop webpages to be viewed in response to the size of the screen or web browser one is viewing with. Responsive web design has become more important as the amount of mobile traffic now accounts for more than half of total internet traffic. 

Here is a quick guide to some of the best grid systems that you can use to develop your web sites.

In its simplest form, a grid system is a structure within which you can build the layout of your web site. Consisting of horizontal rows and vertical columns, it houses the content of the web site, which can span one or more columns.
There are three popular responsive grids:
1.      Fluidable (http://fluidable.com/)
2.      CSS Smart Grid (http://dryan.github.io/css-smart-grid/)
3.      csswizardry-grids (http://csswizardry.com/csswizardry-grids/)

Fluidable:
This is a mobile-first responsive grid system developed by Andri Sigurðsson which has fixed gutters and supports variable column widths.


Andri wanted a grid that could be configured for any number of columns, be fluid (use percentages), and on top of that, have fixed width gutters.  From a design perspective, having gutters shrink is just a big no-no. This grid gives you the control to change gutters when you need it.


In this grid, it is possible to define the number of columns an element spans for each different device type, meaning that when using this technology, it is possible to easily control how the site looks down to an individual device type.

CSS Smart Grid:
CSS Smart Grid was developed by Daniel Ryan (http://d ryan.github.io/css-smart-grid/).




Daniel built this framework in summer of 2011 for the Obama campaign. CSS Smart Grid is cleverly engineered to support Internet Explorer 8 without the need for a JavaScript polyfill. This is achieved by using the conditional comments to add classes to the HTML tag, which can then be used to show the default 960 grid to Internet Explorer 8. By using this technique, the grid can still be built using a mobile-first approach and provide a desktop layout to Internet Explorer 8 without any JavaScript required.

The columns in CSS Smart Grid are defined by adding the class “columns” with an additional class to specify the number of columns it should span (e.g., one, two, three). This is supported right up to 12 columns. Alternatively, you can also use keywords to specify how wide an element should be, these are:
1.      one-fourth: equal to 25 percent or three columns’ width
2.      one-half: equal to 50 percent or six columns’ width
3.      one-third: equal to 33.33 percent or four columns’ width
4.      two-thirds: equal to 66.66 percent or eight columns’ width

An example of using the grid in practice is shown below. As you will see, a row is defined, along with two columns, each with a width defined using the keywords discussed above:

<div class="row">
    <div class="columns two-thirds">
        <p>Lorem ipsum</p>
    </div>
    <div class="columns one-third">
        <p>Lorem ipsum</p>
    </div>
</div>

Using these keywords adds extra flexibility to how you choose to label your columns, however, it is important to note that in the CSS it is doing the same as if you had simply used the numerical column class names.

The grid itself is built using the SASS (Syntactically Awesome Style Sheets) CSS preprocessor, and for CSS Smart Grid, Daniel has included the option to include the column widths as a “mix in” rather than use the classes in the HTML. The benefit to this is that the HTML appears less cluttered as you don’t need to add as many classes to your markup. 

csswizardry-grids:
The next grid is the csswizardry-grids by Harry Roberts (http://csswizardry.com/csswizardry-grids/). It is a mobile-first responsive grid available for download on GitHub.


The grid is built to be really flexible, with an additional benefit over the previous grids discussed, being that it allows you to define whether your columns should be centered or gutterless. This means that rather than try to offset the column evenly to center it, you can center a column simply by using a class. The grid also has the added flexibility to allow you to nest columns within other columns
Similar to the CSS Smart Grid, this grid system uses a class-naming convention that refers to the column widths as fractions, examples being:
1.      one-half
2.      one-third, two thirds
3.      one-quarter, two-quarters, three-quarters

This class-naming convention lends itself to being easier to read than the common span-X approach used by a large number of grid systems.

Again, in a similar way to CSS Smart Grid, csswizardry-grids allows you to use SASS with it (a CSS preprocessor that will be discussed later in this book), and you can simply extend the rules for the columns to your own CSS class selector, meaning that if you choose, you can avoid adding the extra classes into the HTML itself. This has the same advantages and disadvantages of using this approach as you would have using it with CSS Smart Grid.

One of the main disadvantages of using csswizardry-grids is that rather than using floats, it uses inline blocks to place the columns next to one another, so if you have a space between the columns in your HTML, you get unwanted spacing in your rendered page. There are two common ways you can use to prevent this: either by placing an HTML comment in between the elements, as shown here:

<div class="one-half">
        lorem ipsum
</div><!--
 --><div class="one-half">
        lorem ipsum
</div>
or by simply removing the spaces in between your columns, as shown here:

<div class="one-half">
        lorem ipsum
</div><div class="one-half">
        lorem ipsum
</div>


Although this is a disadvantage of using inline block, there are several advantages of using inline block over floats. It allows you to reverse the order of your content using the dirHTML attribute. This can be added to either a particular element to target a specific area of your site or it can be added to the HTML element to target the full page.

Kan Khajura Tesan - Mobile Marketing in Rural India

180030000123
That's the number Hindustan Unilever Limited (HUL) uses to inject a dose of entertainment into the lives of millions of rural Indians and up its business in these areas. 'Missed Call Lagao, Muft Manoranjan Pao' (Hindi) which literally translates to 'Give Us a Missed Call and Get Free Entertainment' is HUL's tagline for about 3-year old Kan Khajura Tesan (KKT) – a free on-demand, entertainment channel on the mobile platform.

Hindustan Unilever Limited[1] (HUL) - one of the largest consumer goods company based in India with 4000 brands and products such as Lipton Tea, Close Up toothpaste, Lakme beauty products, Knorr Soups, and TRESemme hair products - wanted to reach to reach consumers in deep rural markets, so HUL came up with the idea of Kan Khajura Tesan (KKT).

The driving force behind KKT campaign is the fact that a large percentage of the consumer group for HUL brands are in media dark villages and cannot be reached via traditional media like TV, radio & print. In these rural, semi-rural areas, access to TV and radio is limited and further constrained by poor availability of electricity. The only thing that serves as a means of entertainment for this audience is their mobile phone, which they use to listen to songs and watch movie clips. Also as mobile is operated on battery recharge of 6-8 hours it obviates the need for electricity to consume content unlike TV. This consumer insight was used to create and deploy a win-win solution for both the consumers and the company. HUL launched an innovative mobile marketing solution Kan Khajura Tesan which is in fact an always on mobile entertainment radio channel in which the content is interspersed with HUL brand communication.




Kan Khajura Tesan (KKT) literally translates to "ear worm radio channel" in English. KKT helps HUL brands engage with rural consumers in media dark areas such as Bihar, Uttar Pradesh (UP) and Jharkand. The content is interspersed with ads for HUL’s brands. KKT is the first fully advertiser funded mobile based entertainment-on-demand initiative in India. Rural consumers have fewer entertainment choices compared to entertainment-rich urban consumers, so they find something like this quite interesting and are quite happy to listen to such content. The solution is:
-         Simple
-         Always on
-         Free for the consumer

 How Kan Khajura Tesan Works:








KKT was piloted in Bihar in 2013. Executed across the country, but focused on the 'media dark' central India belt, this campaign used All India Radio (AIR) to invite people to call a certain number and hang up, only to be called back and fed jokes in the romantic, 'husband-wife' space, one that Wheel operates in. The content was customized for each state. Recently, a new feedback system was introduced recently. At the end of the capsule, there's a quick survey that helps gain insight into the profile of the caller. The survey reveals the gender ('If you are male press 1, if you are female press 2), age ('If you are below 15 years, press 1', and so on) and economic status ('If you own a cycle, press X') of the caller. The messages are in Hindi, of course, and participation in the survey is incentivized (with, for instance, a free top-up recharge).

At present, HUL is able to see, on a 'live dashboard' or graphical chart, the geographies (districts) that yield maximum traffic. Moreover, HUL has access to other useful information such as the frequency of the calls, the time of day the calls come in, the numbers from which repeat calls are made, and perhaps most importantly, the exact point during the capsule at which the caller decides to hang up. The dashboard also shows the number of ad impressions for, say, a Lux versus a Lifebuoy. So far, KKT has fetched over 100 million ad impressions, according to Ozonetel.

Here are the numbers, I captured from KKT website on 19-Jan-2017 around 8:00PM ET.






With almost 70% of Indians living in rural areas, HUL surely found an effective way to market its product in a fun way!






[1] https://en.wikipedia.org/wiki/Hindustan_Unilever