Social Media Marketing in India: Comparative analysis and case studies
What do these statistics unravel?
Just one thing.
Social Media is huge today and any brand that is not on social media practically doesn’t exist for customers!
What is Social Media Marketing?
According to Techopedia–“Social media marketing (SMM) refers to techniques that target social networks and applications to spread brand awareness or promote particular products.”If we break this down technically, Social Media Marketing means:
- Establishing a presence on major social media platforms
- Crafting shareable content and advertorials
- Encouraging customer feedback throughout the campaign through surveys and contests
When we talk of Social Media, what comes to our mind is Facebook, Twitter and Instagram. Though extremely popular, all these Social Media platforms are different from each other in nature and cater to marketing through unique models. Before we understand the finer nuances of Social Media Marketing, we must understand what the various social media channels are and how they differ from each other:
Case Study of Indian brand marketing under each of the prominent Social Media tools:
Challenge: Raymonds wanted to increase sales in 4 of its physical stores by encouraging people to visit its outlets in Gurgaon and Rajasthan.
How targeted advertising through Facebook helped:
- Raymond used lead ads to connect with young men in India.
- It used radius targeting to ensure that it reached only the people in areas near its 4 stores.
- It also targeted ads to people who had shown interest in competitor brands.
- It reached out to men with corporate jobs and those likely to experience a new life event, such as a new job, marriage etc.
- 78% increase in sales for stores within the target radius.
- 58% increase in store walk-ins
Challenge: Establishing brand connect with its customers about its intuitive and user-friendly interface that eases the process of home-buying.
- Phased campaign across six metro cities.
- Housing.com engaged in two-way communication based on preferences, likes/dislikes, and attitudes through innovative content and blogs.
- LinkedIn’s Sponsored Content and Dynamic Ads.
- 350,000+ premium audience in a single day, across India.
- Acquired 100,000+ followers on the company page.
- Achieved a unique reach of over 3 million people
Challenge: Through consumer research, Horlicks realized that it’s contemporaries or even itself takes time to mix with milk which is a problem for consumers.
Solutions: Horlicks adapted to the 5 second trick to drive their message. It came with a product innovation and proved that it mixes with milk in 5 seconds. Even before the audience can manage to skip the ad.
Result: The video garnered around 443,328 views
Challenge: This Indian App developer studies user’s usage patterns and applying big data analytics and aims to save money for people who end up overpaying for their telecom services.
- BillBachao’s targeted money-conscious 16-25 year olds and mobile savvy college students in India.
- It used Twitter to share promotions, initiate relevant conversations, and engage with customers.
- It included questions in their tweets so as to connect with the mind of the viewers.
- It also used campaigns dashboard to track important metrics such as engagements and cost-per-click (CPC).
- 56% growth in app downloads during campaign
- High retention rate from the users acquired on Twitter.
Content, Targeting and Analysis:
The 3 building blocks of Social Media MarketingSocial Media Marketing is a very integral part of Digital Marketing and needs to be explored thoroughly to reap maximum benefits. To be a successful Social Media Marketer it is important that you understand the nature and functioning of each of the platforms minutely. Only then will you be able to strategize well and create memorable ad campaigns. In a nutshell, Social Media Marketing is not about technology it is all about (1) Rich Content (2) Proper Targeting and Segmentation (3) Detailed analysis.