"Many a small thing has been made large by the right kind of advertising."
Niche Newsletter, January 2010
Like all editors, we claim that this newsletter is the end Which is why we also did a little research on sensory branding, where
product of stringent deadlines, several sleepless nights, cups reception is not just through just two or three senses.
of coffee, arguments, passionate debates and fist fights. No
And then there is mobile marketing, which takes customer targeting
monkeys were harmed in the creation of this newsletter.
to a whole new level. How?
Once upon a time, not a very long time ago, marketing
How will tomorrow‟s world of marketing incorporate the rising
campaigns were mostly confined to the television, radio and
trends towards green consciousness?
print media. Not anymore. Over time, these traditional
streams have become more expensive, less viable and are Read more to find out.
today, simply not as effective as newer channels like the
Internet. -on behalf of the Niche Faccha Team,
Digressing a little, like all generations of Niche members Kartikeya & Saurab
before us, we are here to prove to the world that marketing
is not „fraudulent‟. And we‟ll try to use this issue to prove it.
Sounds cheesy? Overused? Do you have that „Oh, not again!‟ Contents: Page
look on your face? Bear with us, this is our first time.In this
1. Netting it– Evolution of Online Marketing Strategies, by Saurab 3
issue, we have tried to provide a take on exciting trends in
these new channels. Just take a look at Facebook. Most of 4
2. Marketing Yourself on Social Networking Websites, by Mehak
us take a heck of a lot more than a look at it anyway. That
right hand column really targets ads which you would be 3. The End of Mass Media Advertising, by Kartikeya 6
interested in, doesn‟t it? Then there is viral marketing, like
4. Mobile Marketing in Rural India, by Jyotsna 7
the Pomegranate phone, which spread by word of net.
5. Brand Sense –An Introduction to Sensory Branding, by Dheeraj 9
We also try to find out what went wrong with mass media,
which is where the story really started. The other thing we 6. Eco-branding –The Future is Green, by Aditya 11
look at is the future. Where do we go from here? How dif-
ferent will the marketing world of tomorrow be?
Netting it– Evolution of Online Marketing Strategies
This article is not going to be a de- reams of criticism were poured out on the re-
scription of search engine optimizations, pay sulting invasion of privacy through its use of
per click advertising, interactive advertising or e target ads based on the content of the email.
-mail marketing. These are crucial in today‟s Today, it is accepted with little or no protest.
world of internet marketing, but Wikipedia Privacy activists might protest, but the net pro-
provides a better write-up on them than the vides a vast data bank of market relevant data.
one I can provide here. What this article will Indexing of data from social networking websites
try to do, is to approach the evolution of like Facebook also takes place often.
online marketing strategies from an end user
perspective. That kind of data, coupled
with animation technologies like Flash and Java
A good marketing strategy, in my allow marketers to not just target better but also
Saurab Vivek Nair opinion, would be one which is able to not improve on the kind of content they deliver. The
firstname.lastname@example.org just identify a customer‟s needs (yes, that need to woo the end user has become more im-
„motherhood‟ word) but also present the solu- portant than just placing the offering in front of
tion and get him or her to accept it. In that him or her. What the net also does is reduce
light, the net, in its most primitive form would information asymmetry tremendously. Creativ-
not really have been the darling of market ity has thus become extremely important.
strategists. After all, how much could one do
with a text based interface? That‟s where the The next step, in my opinion, will be
For a business not to importance of media on the internet really made in the sphere of interactivity. Already,
advertise is like wink- came in. Sound and video integration changed technologies like Project Natal have made re-
the way in which content could be delivered markable progress in this sphere. Although it is
ing at a girl in the remotely. Increasing bandwidth made that intended to cater to the gaming industry, it of-
dark. You know what delivery cheaper and more penetrative. fers to bridge the one big disadvantage which
you are doing but no faces online marketing strategies- the lack of a
one else does My first brush with online marketing human-like interaction. When the experience of
Stuart H. Britt, US took place in the form of pop-ups, roughly a the end customer is personalized to that extent, I
decade back. At that time pop-ups were the believe that technologically, the evolution will
most prevalent form of advertising. And click- be complete. What happens after that will be
ing on one would invariably open another and competition on purely quality terms.
yet another pop-up. It was not just in-your-
face, it was also irritating. And that resulted in Today, the technology needed to pub-
all the pop-up blockers one sees today. lish content on the internet is both cheap and
easily available. Unless there is a major paradigm
In a way, pop-up blockers forced
shift technologically, the best online marketing
marketing strategists to sit up and think of
strategies would be the ones which not just pre-
more efficient ways of conveying information.
This is when I believe the next phase of evolu- sent a solution to the end customer, but do so
tion took place. Content delivery started be- creatively. The experience is increasingly becom-
coming not just more specific, but more dy- ing as important as the goal. Netting it is not
namic as well. Today‟s online marketing strate- just enough, how you net it matters a lot.
gies rely a lot on data gathered from a user‟s
surfing behaviour. When Gmail was launched,
Milo interacting in
Marketing Yourself on Social Networking Websites
A photographer displays his latest work on businesses with alternative concepts. Groups show
facebook and gets orders for photoshoots up on the profile pages of members and lead to
from people he has never met, a salsa teacher many clicks (the new word for footfalls) which can
describes her lessons and sends out invites help gauge the level of interest in the business.
each time a show is organized or a new batch
To target the appropriate market segments, they
is started, a DJ tweets about his upcoming
become members of groups which are likely to be
party and all this is viral marketed over social
used by potential clients like a DJ who becomes a
networking sites creating an impact which
member of a group “Ahmedabad Nightlife” (Does
was unimaginable just a couple of years ago.
it even exist ?) and posts invites to all his parties on
Viral marketing which is a specialised form of the group page.
Mehak Gulati guerrilla marketing relies on an existing net-
email@example.com Invites for parties, events, product launches etc. are
work of individuals to reach a wide audience
sent on these sites and when people see that so
and the web cast by such marketing has never
many other people are attending the event they
been as wide as it is now on social networking
also get encouraged to do the same – the band-
websites. Most guerrilla marketing strategies
wagon effect in full action. When you see a
tend to be interactive and marketing on such
“friend” using the services of such a professional
your level of trust shoots up and the reliability can
The specific characteristics that make this be further boosted by positive feedback posted by
form of marketing exceptionally attractive existing clients. Websites are used not just to mar-
Marketing is essentially
are the reach and connectedness with the ket the service to new clients but also to maintain
about feeding the poop
relevant target segment, the immense possi- good relations with past clients. A 1000-2000
back to diners fast
bility of increasing the size of your target member friend list is the best kind of a database a
enough to make them
segment, the low costs, ready information professional can maintain in today‟s day.
think they're still getting
real food. and feedback from prospective and current
With the recessionary atmosphere and cost cut-
-Coupland, Douglas clients and a direct way to get a scoop on a
ting on in full swing across industries, such online
Generation X,'QuitYour competitor‟s moves.
marketing where the only cost is the time taken is
Job' Professionals who are adept at using these a boon for professionals especially those who are
sites to expand their client base use the vari- just starting out.
ous features available to the fullest. For ex-
People check their facebook accounts more regu-
ample to enhance recallability, using the like
larly than they check their email and although
button on their own posts ensures that the
repeated emails irritate people and are considered
post shows up on the home page of all their
spam an occasional post about a product launch
“friends” (a facebook friend which in mean-
seems more informative and relevant and not
ing is entirely different from a friend). It is a
subtle yet effective way to make sure that
people remember them, their work and re- Social networking sites can be used not just for
main updated about their services. information giving but also for information gath-
ering purposes. Following what is being said on
Creating a group on a social networking
website is like test marketing before setting
up a full-fledged website for your business.
This method is used mostly by professionals
in the creative sphere and those starting up
Twitter about your products and services is the grievances over and above a good quality prod-
best form. Social networking sites can be used uct or service in the first place is an important
not just for information giving but also for part of the marketing mix if the social network-
information gathering purposes. Following ing sphere is to be exploited fully.
what is being said on Twitter about your prod-
ucts and services is the best form of market Professionals get access to a plethora of infor-
feedback as it is costless, true, and immediate. mation not just about their clients but also “It used to be that peo-
People use twitter to gauge what other users about their competitors on these sites. Whateverple needed products to
are saying about your product or service before a competitor does to grab eyeballs you can see, survive. Now products
buying it themselves. Moving towards a world emulate and better it and do all of this almost need people to survive.”
of perfect information, where a simple Google immediately. However, this also means that it is
important to be pre-emptive and provide some-
search reveals a lot about you it is necessary to
ensure that existing and potential customers thing that cannot be easily plagiarized by others.
get positive feedback. So not being social net-
It is believed that the potential of marketing on
work savvy does not just prevent the benefits
social networking websites is unlimited and the
but also has a cost associated if negative feed-
extent to which it is currently being exploited is
back is ignored.
miniscule. The nature and form of such market-
Inherent in the current state of social network- ing is in its nascent stages and will evolve as
these social networking websites develop.
ing sites is a culture of transparency that deval-
ues anything which is not authentic. Therefore,
the after sales support and redressal of customer
The End of Mass Media Advertising
Mass media has long been the cornerstone of reach out to prospective and existing customers
most advertising campaigns in India and the more frequently, and at a very low cost. India is
world over, however, with market fragmenta- seeing more advertising happening on blogs,
tion and today‟s astronomical rates, for most social networking sites and other social media,
products, advertising is increasingly coming to to help create dialogs and relationships. Niche
be seen as wasteful. Except for the largest com- players will find it cheaper and more effective to
panies with the widest consumer bases, advertis- target their segments on social networking sites
ing via television and print media is beginning such as Facebook and Orkut.
to be seen as less and less economical. When the
Online, advertisers can potentially reach hun-
recession hit in late 2008, companies sharply
dreds of millions of users (Facebook itself has
cut advertising budgets. As a consequence, the
350 million users across various demographics). Kartikeya Shah
trend towards seeking alternative cheaper means
They could attach social messages to their adver-
of marketing only accelerated.
tisements to increase relevance. It can create firstname.lastname@example.org
This trend of moving away from mass media demand for its product through relevant ads
advertising started in Europe, because as com- custom-made (textual, audio and video) for
pared to the rest of the developed world, adver- each type of customer (for example, depending
tisers had access to a much lesser number of on age, sex or location). Not only products, but
television stations. Traditionally, European TV web pages, election campaigns and events can be
channels bundled up their advertisements so advertised online. Advertisements can then be
that interruptions were less. Advertisements optimized –i.e., the progress can be checked
became significantly less effective. Also, on ac- with real time reporting and one can gain insight
count of the lesser number of television sta- into who‟s clicking on ones advertisements.
tions, costs of advertising via mass media have Modifications to the content can then be made Don't tell my mother I
been higher. The number of brands grew faster to better suit the audience.
work in an advertising
agency - she thinks I
than the number of newspapers, radio and tele-
Some of the biggest brands today have built play piano in a whore-
vision channels. The large powerful retailers
themselves up without the use of television, house.
occupied all the space, as they were among the
radio or print media. Tato Motors launched a
few that could afford to. Jacques Seguela
strong viral marketing campaign to popularise
DVR, or Digital Video Recorder, is among a host the Nano, Nestle‟s Buitoni brand built itself by
of new technologies that enables viewers to skip organising events that taught people how to
past commercials, or fast forward through them. cook Italian food, The Body Shop established
itself by strongly supporting environmental and
This has had a huge effect on companies that
social causes, Haagen-Dazs opened fine ice
would ordinarily have doled out millions every
cream parlours and got itself featured on the
year on mass media brand promotion. Al-
menus of several high end restaurants, Cadbury
though most people don‟t have this new tech-
opened a theme park tied to its history.
nology, it is becoming bigger and more widely
available. As a result, several companies are be-
ginning to work towards alternative communi-
cation channels to create product awareness,
brand associations, and develop loyal customer
2010 will see an increased use of digital media.
The new year could see more usage of e-mail to
Mobile Marketing in Rural India
You are sitting in your farmland and your mo- reachable people. Thanks to the telecom revolu-
bile buzzes every 10 minutes. You are surprised tion in rural India, the number of subscribers has
reached to 109.7 million and is adding millions
by the information that is knocking your door
on a monthly basis. Times of India has launched
without any effort of yours. Yes you guessed it its mobile epaper application for Blackberrys,
right; this is mobile marketing, and the world is smartphones, PDAs & GPRS enabled phones.
riding on its back, and that too in a setting as Lets see how it can do wonders in rural market-
unlikely as rural India. ing:(pic on next page)Unlike urban customers
Mobile Marketing is a new concept in India and who are overloaded with information from all
given the present marketing conditions, it is sorts of media, this particular segment needs
here to stay. Initially, it was started by the mo- information to figure out their latent needs and
bile service providers to introduce new offers ways to make their life easier and luxurious.
and Value added services (VAS) to their sub- While a large number of urban customers have
Jyotsna Kumari subscribed to the do-not-call directory, rural
scribers. It gave new dimensions to the telecom
email@example.com revolution. Suddenly, people realized the need customers are still curious about new messages.
for new ringtones, caller tunes and various They respond at a faster rate as well. BSNL has
kinds of updates which made the mobile phone started Mandi-on-mobile service in which they
a multipurpose gadget. At present, Telecom give information about current market prices of
and FMCG sectors are estimated to invest commodities in SMS form.
around Rs 20 crore to Rs 35 crore on this me-
In all the marketing strategies word-of-mouth
dium to communicate their product messages
marketing is considered the best one. Although
“We're obviously in rural areas. marketers are not able to use it on a mass scale
going to spend a lot due to cost considerations. Mobile marketing
in marketing be- What is mobile Marketing comes much closer to it as each person possesses
cause we think the Since the start of marketing practices, marketers his own mobile and the responses are also per-
product sells itself.” sonalised.
always needed a tool which can be personalised,
The last point to be added in favour of it is that
localised and where immediate response from
since marketers know little about rural custom-
the customer‟s side is possible. All of these are ers, the responses allow them to change their
considered as dream characteristics and going marketing strategy in a short time and at a lower
by that mobile marketing can be counted as cost.
Facilitating rural markets
Marketers have very little information about
the new needs and demands of rural markets.
They can use mobile for promotion of their
products as well as for doing surveys. Although
other media tools as TV, radio and print media
are also present, they are not as interactive. So,
what all can be done through mobile market-
You can get your surveys filled, release new
product information and involve customers in
lucky contests.Customers also respond in huge
numbers to such events which can be seen from
the number of SMSes sent in support of the
contestants of the TV serials Indian Idol and Sa
Re Ga Ma Pa. By using this medium they can
reach out to a large number of otherwise un-
Brand sense– an introduction to sensory branding
of the steering‟s surface against the palm. No
What's in a name? That which we call a rose wonder then that Detroit automakers are esti-
By any other name would smell as sweet. mated to spend about $2 million every year on
“liquid leather” aroma, all in an attempt to make
n the 400 odd years that have elapsed since their new cars actually smell new.
William Shakespeare wrote these much-
celebrated lines, their literary reputation has Walk into an Abercrombie & Fitch flagship store,
grown just as much as the validity of their and you would be forgiven if you thought you‟d
interpretation has been thrown into debate. walked into a night club by mistake. 80 dB of
Voices that contend that a rose would not pounding electronic music, spot-lights standing
smell as sweet if we knew it were not called a out among dim ceiling lights and a fiercely distinct
rose now have some scientific ammunition. scent your olfactory senses won‟t forget so easily,
Cognitive psychologists now believe that the it is an experience in every sense of the word.
scent of a rose is just as inseparable from the
entity as the name is and it is only a true For decades now, marketers (along with their ad-
synergy of the multiple senses of sight, smell venturous bedfellows, the advertisers) have been
Dheeraj Reddy and touch that conjures up the unique image busy devising strategies to compete in the fast
of the “rose” inside our minds, one that we narrowing scope of the average consumer‟s atten-
would be very hard pressed to define by tion span, in the elusive hope of getting that brand
means of one sense alone. message across. But as attention spans shrink by
the day, brands need stronger anchors in the
In a recent study, likely to be of significant minds of the consumer that are unique in them-
interest to FMCG marketers, a shampoo selves and it is here that the new realms of passage
ranked last by a set of participants as poorly into the mind come in, the two neglected senses –
performing was ranked first in a subsequent touch and scent.
test by the very same participants after only
“Marketing takes a its fragrance had been changed. After the Smell and touch have long been a means of com-
second test, the participants commented that munication between man and his surroundings,
day to learn. Unfortu-
the shampoo foamed better, made their hair and now, utilising those sensations to imbue
nately it takes a life- glossier and enabled easy rinsing while in brand messages, to evoke responses from the con-
time to master” reality, only the fragrance had been changed, sumer and reinforce the strength of presence of
with no alteration of its functional composi- the brand in his mind-space, is the new mecha-
tion. A white paper published by the Social nism of branding. Armed with a fast expanding
-Philip Kotler Issues Research Centre, authored by Kate body of scientific research in cognitive psychology
Fox, cites the example of an experiment in a that delves deeper into the human mind than ever
casino in Vegas where lining a slot machine before, marketers throughout the world are re-
with a pleasing aroma shot up the amount writing the tenets of traditional branding in the
gambled on it by 45%. These findings are part name of sensory branding. This is being supple-
of an increasingly large body of recent evi- mented by extensive scientific research done on
dence pointing to the significance of sensory the evolution of the senses, interpretation of sen-
perceptions in a consumer‟s choice of brand sory information by the brain and its various re-
or product. sponses to sensory stimuli, and the numerous
modalities of sensory perception and the underly-
In a crowded and over-populated attention- ing psychological processes.
space where there is not much scope for a
product or a brand to differentiate itself on The new “age of aesthetics”, as it has been called, is
the basis of technology (in the long-term, at slowly taking centre stage as the world expands
least), it is now seen to be exceedingly desir- into a multisensory as well as a multicultural set-
able for a product to have a unique feel to it, ting, with sensory appeals forming a significant
sensory perception-wise. Consider this. To- aspect of mainstream culture. Accordingly, the
day‟s automobiles are prone to be judged in whole concept of brand image is slowly giving way
the consumer‟s mind by the sound their to something much more inclusive, brand sense.
doors make when closed (a contented thud is
desired, not a hard thunk) or the ergonomic
positioning of its interior controls or the feel
The semantic connotations of that shift offer signifi- truly unique identity of the brand fashioned from its
cant insights into the evolution of branding into its sensory elements, a rose composed of a scent and feel
new age avatar from conventional marketing which just as well as a name. The Bard must be stirring inside
has long been confined to only two of the human his grave.
senses – sight and sound. The term “brand image” is a
remnant of that fast-disappearing age; it evokes only
the visual aspects of a brand and is fast becoming re-
dundant as brands seek to evolve into multisensory
identities, hence the term “brand sense”.
Soon, every brand may well have an olfactory identity
and a touch of its own that you‟d recognise out of a
sea of others, just as you would its logo or a jingle. A
Eco-branding: The Future is Green Volume 3
to reduce the use of ink and extend the life of ink
The last one-year has seen an increasing cartridges by 20 percent.
emergence of the terms - „Climate Change‟,
„Sustainable Growth‟ and „Green Initiative‟. Crop to Cup is a coffee brand that allows their eco
One is tempted to conclude that this is the -conscious customers to trace their coffee to the
latest fad that has hit the billboards and exact farmer who produced it, thereby enabling
would wear off soon. But it‟s unlikely that them to ensure that their coffee‟s production
eco-fatigue would set in anytime soon since techniques haven‟t harmed the environment.
companies and governments are increasingly
waking up to the lucrative fortune pie in British media agency Curb offers eco-friendly ad-
store for those who shift to a sustainable vertising by projecting images onto falling streams
growth model rather than wasteful consump- of water, using sand sculptures, and cutting large
tion. In other words, „Eco-Branding‟ and logos into turf, thereby reducing use of wasteful
„Green‟ are here to stay! promotional material. Adidas and Volkswagen
have hired the agency for certain campaigns.
Aditya Sharma Needless to say, this thrust on Eco-Branding
firstname.lastname@example.org has been given an impetus by the recession Furthermore, a few companies are going the extra
and re-evaluation of our production and mile to not only curb and offset emissions but
consumption models. New rules and regula- actually benefit the environment by planting
tions have imposed tighter restrictions as more trees or offering to clean up someone else‟s
governments are pressurized to shift towards mess. However, at the same time, the rush to
sustainable growth. As a result, there is a jump onto everything green has led to an increas-
steady stream of new eco sub-trends that ing awareness among consumers to differentiate
have emerged over the last year, and have between mere small talk and action. The result is
been tapped by innovative marketers and the advent of the „Greenwashing Index‟ – a meas-
budding entrepreneurs to cash in on the phe- ure of whether a company is actually doing some-
“You’re probably a nomenon. thing to live up to its „green‟ claims.
marketer if you refer
The continued rush to re-brand products as These trends show that it is a rapidly emerging
to dating as test
„green‟ has seen a shift in focus from high- sphere in Marketing and Product Development,
marketing” lighting the benefit to the eco-system to- which is set to continue growing for a long time
wards highlighting the associated benefit of to come. So keep watching this space!
cost-effectiveness in the long run to reces-
-Anonymous sion-hit consumers. Marketers are targeting
the perception of going green as a status
symbol amongst a certain set of consumers,
who are increasingly trying to disassociate
themselves from pollution and wasteful con-
sumption. In fact, apart from the rush to
advertise products as eco-sensitive, advertis-
ing itself has gone green with the use of bio-
degradable promotional materials, energy-
efficient billboards and the like.
Here are a few examples of these sub-trends:
Toyota launched the car Prius in 2009,
armed with moon-roof solar panels that
power the ventilation system. This system
ensures the car is kept cool while parked, so
as to reduce the subsequent air-conditioning
Dutch creative agency Spranq developed a
new font called Ecofont, specifically designed