Posts

Showing posts from April, 2015

What is Viewability aka Viewable impressions?

At CES 2015, Google announced about rolling out viewability reporting capabilities across its ad platforms. The concept of viewability has been there since 2010 from early advocates such as RealVu and OnScroll. However it started picking up heat again when The Media Rating Council lifted an advisory, published few guidelines and advised that the industry can start using viewable impressions as a digital currency metric. Let's try to understand what viewability or viewable impressions represent and how it matters to an online marketer?

What is Viewability? One of the most used metric in the digital world is impressions. Impression is when an ad is shown in the web page. It's similar to the impression metric used in the offline world. However an ad shown doesn't mean the visitor to the web page actually saw it. There could be multiple cases where the visitor is not actually viewing the ad - It could be that the ad is appearing down the page where the reader is not even scrol…

Personal Branding and Measurement

Image
It's once again the time of personal branding! The concept of personal branding is not new. Way back in the late nineties, Tom Peters coined the concept of personal branding With the advent of a plethora of online channels available, it has become easier, relevant and at the same time tough to build a personal brand today. We know about hundreds of books that speaks about how to project oneself, how to come out as positive and brilliant while discussing with others and so on. Online world has made the concept of personal branding more accessible and important. Personal branding is focused on the value you add to a business (Call it the skills you possess if thinking from the career perspective; showcasing your talent has become easier than never! Today is the time when recruiters are increasing the focus on social media and online channels in their hunt). It is essentially following the same core branding principle - how are you different; what's the promise that you offer?


In…

Book Review : The Art of Social Media by Guy Kawasaki

I had the opportunity to get a copy, read and review the latest book by Guy Kawasaki titled The Art of Social Media. It is co-authored with Peg Fitzpatrick. A short yet practical book written for social media professionals!
The authors don't start with the usual gyaan on why social media is important, where it is going; what are the opportunities for a marketer and so on. The first chapter straightaway goes into the details of how you can make your profile pages in social media better. In essence, the authors opine that the profile page should be likeable, trustworthy and competent. One advice that I liked in this chapter is to have a mantra or tag line for yourself like the ones for companies (For example DIGISTRA: Digital marketing untangled). The next section of the book concentrates on content. The authors tackle the content piece with two pillars - one on how generate content (not only yours; but utilize others' content) to keep your social media accounts active and the …

Framing effect and marketing communications

Image
In the last blog post on heuristic biases in decision making, we discussed about representativeness heuristic. Today let's understand how we can make use of another such heuristics in our communications - Framing effect. The ‘‘framing effect’’ is observed when the description of options in terms of gains (positive frame) rather than losses (negative frame) elicits systematically different choices (The framing effect and risky decisions: Examining cognitive functions with fMRI, Cleotilde Gonzalez, Jason Dana, Hideya Koshino, Marcel Just). Framing effect is one of the aspects that fundamentally question the ‘Rationality’ school of thought.

It proves that emotions can help play a role in decision-making when information is incomplete or too complex, to serve as at times critical rules of thumb . Once again we can see very interesting applications of framing effect in marketing, selling and organizational behavior. Few of the examples are We prefer ‘The product is 95% fat free’ to ‘T…

Making use of heuristic biases in advertising & brand building

Image
Have you heard about heuristic biases? These are essentially biases or traps that we often fall in to while making decisions. I believe Kahneman and Tversky coined these terms to represent the thumb rules we use. Read their 1974 article here. For today, let's understand one of them, representativeness heuristic and two practical applications; one in decision-making and other on how they can be utilized in marketing communications.
Before we start, keep in mind a  general questionnaire survey  showcasing some of the general scenarios in the day-to-day life of a Marketing Manager. Representativeness Heuristic is the fallacy wherein we determine the probability of an occurrence based on our learning from past experiences. It is based on the school of thought that we as normal human beings tend to categorize our lives. A simple example may be that we may think - if a person wears kurtha and white color attire, he must be a politician. Representativeness Heuristic finds many applicati…

Sensory Marketing - A new opening for advertisers!

Image
In the March 2015 issue of Harvard Business Review, there was an article on sensory marketing (The Science of Sensory Marketing). Though discussed briefly during Marketing classes at IIM, this article made me to think and research a little bit about this topic. Sensory marketing is nothing but making use of five sense creatively to attract consumers for building awareness and making purchases. We  know very well that traditional advertising involving videos make use of visuals as a sense. Similarly radio advertisements use jingles to tap on the hearing sense. Sensory marketing as a domain focuses more on how the product itself can make use of other senses to build acceptance and loyalty.
The concept of sensory marketing aka sensory branding is not new. It has been there for decades. Let's take Lays as an example. Starting from how the name is written in packaging to the touch and feel you get while taking a slice in your hand can be considered well though-out effect of sensory br…

Five years of existence

Image
I started blogging may be 8 years ago. Since then have tried multiple platforms including blogger, wordpress, and tumblr. Among them, this five year old blog has been the most read one in my list. Last year, started out a new one to write about digital marketing. Due to time constraints and other priorities, I am consolidating it to just this blog. The next few posts will be copying from Digistra. I hope to be regular in blogging here this year. I plan to continue writing about marketing, business and in general. Hope you will continue to enjoy reading and find something useful from here. As usual let me know your valuable feedback and comments!