Good ideas are good when they are implemented better


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This is one app that can make a real difference in society but the best thing i like about this ad is its execution. Very smartly executed. If this campaign would not have been executed this way, i am not sure if this app would have made a difference. Respect for Vodafone!

Adapting from Offline to online!


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Much has been debated over the need for traditional businesses to move & adapt towards online business models. Here is a point of view from operational perspective. For any offline brand to adapt to online ecosystem, it needs to go through two phases, not necessarily in a sequential order though:

Phase I

Objective: Maximise brand reach through content creation

  • Video content: This is not same as an edited or longer version of TVC. Each campaign needs to be developed with a specific Purpose in mind. One of the biggest hindrance towards developing specific content for digital is that cost of developing a traditional TV ad costs a bomb and you can’t develop digital content at same cost. In past few years, market has evolved and today there are multiple content developers available at various price points, starting as low as a tenth of a TVC cost.

Another important point is that production values of each content does not have to be glossy. Certain type of content are better when produced with raw look.

Video is just one type of content. There are many other types and forms. Content development in itself is a huge task and involves both science and art and would need a different article to elaborate, else this may turn out to be a book instead of an article.

  • Content distribution: Online ecosystem is far more complicated than we realise. Developing a good content is only half the battle won, rest half is distribution and is equally challenging as well. That’s because there are no industry benchmarks, no standard body which measures TRP like ratings. Thus each organisation needs to experiment with various campaigns, optimise them and then arrive at their own benchmarks.
  • Measurability metrics: View rates & CTRs are passé now. You need to develop your own system to measure different metrics. For instance: Independent metrics may not always provide you true picture so go for View: like ratio, View: Share ratio, 25% view : 75% view :100% view rate. Key is to develop unique metrics that work for your own brands.

Beside the quantitative measurement, it is important to get your hand on softer listening aspects on social media platforms. Look out for sentiment analysis (whether audience is talking positively, negatively or is neutral to your brand)

  • Measurability tools: though there are separate & multiple tools for each platform (facebook, twitter, youtube etc. but again you need to decide which tool is working for you and which is not. Agencies sometimes try to push the tool in which they have invested. This may not be the best option always.
  • Build Brand: Eventually, we all need to understand that online is just a new medium. Fundamental audience behaviour won’t change with respect to a brand building exercise. It takes time to build a brand. If you are a strong brand offline, ofcourse it helps but not necessarily you will start getting high metrics right from day time. Building a brand online works the same way as offline- Invest time, energy, money and efforts and slowly brand will take off.

Phase II

Objective: Start developing an e-commerce based sales business model. Phase 1 is important to develop a brand and then its time to reap in benefits of brand building and start getting some real business from e-commerce/ digital platform

  • Distribution: this is different for Content and for sales. Distribution that may work for content may not work when it comes to performance campaigns for sale. Distribution is again a very very complicated part of e-commerce for any brand. Just having your products listed with e-commerce websites does not mean business will start flowing in automatically. Ofcourse it will but not up to its potential. Once a brand has presence on various online stores, you got to divert traffic at right time and right places. Key remains to optimise your spends and maximise your returns but that also will happen only when you start benchmarking your performance metrics against your own.
  • Business Analytics/ Data scientists team: This is THE MOST important aspect in entire Digital footprint of any organisation. Reason being that for any business (offline or online), there is so much data available that it is impractical for any traditional marketer to analyse this data own its own. At first, this may sound like a simple task being complicated but one may not realise unless one gets his hands dirty. That is the reason, this is a separate function altogether in most online businesses. Infact, certain big businesses hire qualified Statisticians for this job.

One strategy is to begin with a goal about where you need to reach and then define and analyse business problems and work towards them. This approach is bit different from traditional way to analysing business problems where a cloud of data is analysed to find out business problems. In Digital space, this may sound like finding a needle in haystack. If you wish to read more about this business approach, read this book called “Thinking backwards” by Maartin Scheepbouwer. He is Global CEO of OLX (largest online classified site in the world).

  • SEO/ SEM (Search engine optimisation & Search engine Marketing): Though these are obvious for any online business but even for a traditional businesses, these could play a critical role, especially if business has plans to expand into e-commerce. These may not provide immediate results but are critical pillars for long term business sustainability through e-commerce.
  • Logistics: is another beast altogether but will eventually mature for e-commerce businesses to be viable. Will take this up some other time.

These are only the few basic but key metrics involving digital aspects for offline brands. All said and done, for any brand, digital space needs investment (a lot of investment), time & strategy and most offline businesses will have to eventually adapt to online in order to accelerate growth.

Why Mentorship is critical to develop great leaders?



Do you believe all new borns are born equal? Ofcourse not! The journey to one’s destiny starts right from the time a new born arrives in this world. Some part of it is luck. For instance: If one is born in a royal family or in lower end of pyramid. Unfortunately, real Luck isn’t that but how good your parents are as mentors.

It is an accepted fact that parents nurture and shape future of their kids. Like a building which does not have a rock Solid foundation, cannot stand for long, parents also need to build a rock Solid foundation for their kids. Sometimes parents mistake this foundation as love for their kids. These are two different aspects. Training kids needs time, dedication, effort and more importantly a plan.  A long term plan. A 20 year plan to put those fundamentals in place. What your kids will turn out to be 20 years hence depends on that plan. So if the parents don’t have a plan, its unlikely that the kid will have a robust foundation.

Once the kid grows up and starts the next big phase of his professional life- that’s starting his career, unfortunately his luck runs out. Why? Millions of young guns start their career every year. Many of them have very strong fundamentals in place like excellent academic record, skills to adapt to fast pace of life, good ethics etc and no doubt they get an excellent kick-start as well but what matters in the long run is to have someone who can guide you, who can give direction to you, who can pass on their own experience to you, who can nurture you, who can mould you into a great leader.

Its not necessary that a mentor would take out a lot of time to make you understand and guide you but having even the luxury to directly work with a mentor can itself teach you a lot. He can teach you where to focus and where not to.

Unfortunately, not everyone is lucky to have a mentor in life. Not that you can’t figure out your way without a mentor but it might take much longer along with extra efforts to reach to your goal. So if you ever get to work with a great Mentor, Don’t leave him, even if he leaves you.


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