ADVERTISING ON DIGITAL MEDIA

• Chat Apps & Brands in India

• Undifferentiated Offerings & Social Media

• Chatbots and Brands

• Power of Visual Stimuli in Social Media

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 Chat Apps & Brands in India
• Nike, McDonald’s, Domino’s & Burger King
have used WeChat to reach out to consumers
• LINE, another chat app. was used by films,
Dhoom 3 & Krrish 3
• SAB Miller & Maybelline New York India have
used WhatsApp for a contest, and a crowd-
sourced campaign, respectively
• In India, 48% of the Internet users use FB
messenger & 74% use WhatsApp on a daily
basis
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 Undifferentiated Offerings & Social Media
• Brands in Insurance category lack differentiation,
but
• Companies adopt different social media based
approaches to create differentiation, e.g.
 Reliance General Insurance introduced “Dark Travel
Tales” on Twitter & invited people to come up with
several situations that can go wrong to convey the
message of travel insurance
o As a result of this campaign, its website visits went up by 189 %
& sales shot up by 20% over the previous quarter
 HDFC Life has ads that are humorous & rely on self-
generated content to engage consumers in social media

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 Chatbots & Brands
• Chatbots may be next in line in the evolutionary wave
associated with brands & digital marketing
 Chatbots are online communication channels that can initiate
conversations with human users
• Publisher HarperCollins has Facebook messenger bot
named Epic Reads that can pick up a book to suit
readers’ tastes with a few questions on preferences
 Chatbots may involve several variations as appropriate to the
context
 Imagine, a famous celebrity holding conversations with
his/her fans as a part of a brand’s contest,
o Or a brand like Mantra offering a set of images associated with
apparel selection using a chatbot
•
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 Chatbots & Brands (contd.)

• Classical theories associated with

consumer behaviour will be appropriate
to any digital developments associated
with brands, for instance,
How can a brand use a chatbot to spread
the word-of-mouth

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 Power of Visual Stimuli in Social Media
• Visual elements are extremely powerful
stimuli
• When combined with diffusion of images thru’
social media ads., they gain exponential
acceptance among consumers:
Nestle’s Nescafe have been launching YouTube
films with a staggered extension to television
Nestle’s RJ (radio jockey) campaign that
suggested sparks of ideas could be triggered by
consuming the brand had registered 4.6 million
views on YouTube within two weeks
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