June 2014

Mohammad Anas Wahaj | 30 jun 2014

Although the purpose of advertising and marketing is intended to communicate the message about products and services to the consumer in the best possible and attractive way but the following statistics point in a different direction - Consumers are bombarded with over 5,000 marketing messages a day, up from around 2,000 just a few years ago; Two-Thirds of us are on the "Do Not Call List" to avoid telemarketing; 86% of us skip TV ads; 44% of direct mail is never opened and goes straight to the trash; 90% of emails are never opened and 99.5% of emails receive no clicks; 99.9% or more of banner ads receive no clicks; Recent eye-tracking studies show 18-34 year-old millennials do not look at banners on the web pages they visit. Long time ago advertising guru David Ogilvy suggested marketers to concentrate on the 'content of your advertising, not its form.' And today marketing leaders are advising to pubish content instead of advertising. Businesses that will potentially succeed in future will be the ones that will be able to create emotional connect with consumers and serve their information needs. Companies should publish content and entertain customers through a content strategy that holistically considers audience content and channel needs. Read on...

Forbes: Why Does Most Marketing Stink?
Author: Michael Brenner

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Mohammad Anas Wahaj | 30 jun 2014

Social media platforms are an effective tool for communication and marketing for companies. But caution has to be taken while pursuing social media strategy considering its ubiquitous and viral nature. Most often the platforms are not moderated and there is a probability of their been hacked and misused. Moreover companies sometimes also outsource their social media strategies to inexperienced professionals that may result in erroneous and socially insensitive communication. In some instances companies have themselves often been found guilty of poorly judged promotions causing strong adverse consumer reactions. There are numerous examples from the Indian business community where social media management has been found lacking and became a cause for embarassment. According to Sunil Abraham, executive director of the Centre for Internet and Society, 'Automation of social media interactions can be useful but without careful human oversight, it can very easily be gamed by rogue elements online.' Read on...

The Economic Times: Social media promotions can backfire, too
Authors: Ratna Bhushan, Varuni Khosla

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