If you’re looking to grow your social media presence, influencer marketing could be the best way to go about it. After all, the effectiveness of influencer marketing can’t be disputed – according to Forbes, businesses who partner with influencers are 55% more likely to have positive ROI than their non-influencer counterparts. But this strategy can be complicated if you don’t know where to start. Here are 5 ways to use influencer marketing in your social media strategy to maximize your business’s return on investment.

Social media influencers are individuals who have reputations in their industries, have a huge fan following, and can influence the perception of their fans with impactful sales recommendations. If used properly, influencer marketing is fast evolving to become a key tool for brand promotion.

Before you start reaching out to social media celebrities and Instagram influencers, you need to determine what your social media goals are. Do you want to increase brand awareness? Drive traffic to your website? Generate leads? Sell products? Once you know what you want to achieve, you can start developing your influencer marketing strategy.

The outreach impact goals will help you shape the kind of influencers you want to collaborate with. Mega influencers with more than a million followers enjoy celebrity status. They are the ideal influencers to endorse global brands with a potential digital marketing budget. For regional brands, mid-level influencers with 50k to 1 lac followers can work, depending on the budget. Finally, Nano and micro-influencers are the best to help leverage popularity amongst niche communities and work well when geo-targetted. Suppose you are struggling to put a budget in place; better start with a micro-influencer.

The influencer marketing approach is layered with aspirational motives rather than direct sales pitch. People tend to listen to those they like. Influencers work as trustworthy or credible sources who lead people to trust a brand. Recommendations, reviews, and personal commentary are some of the popular structures influencers use to promote brands.

Before you jumpstart collaboration, analyse the influencers’ engagement rates, content, and audience to see if they’re a good fit for your brand. For example, social media allows fake fan purchases, and some influencers might take that path to increase their fan base. Therefore before contracts are signed, look into this aspect. After all, you don’t want to associate your brand with a personality with credibility issues. To find social media celebrities, search hashtags, look in blog directories, or contact companies that specialise in social media marketing.

Since influencers know their consumers thoroughly, they should be able to give you an original promotion idea. At best, provide them with the marketing objective, the budget, and the end goal. It’s no secret that social media has taken over the world, and how brands can interact with consumers through social channels is growing exponentially. Influencer marketing is not only increasing, but it’s here to stay! If you’re not using this tactic yet, it’s time to take notice of its benefits like positive brand impact, a spike in organic reach, and excellent ROIs, and get started today.

Like cardio workouts help you stay fit, good social media practices help brands maintain a healthy online presence. However, unlike traditional media, social channels are volatile and require meticulous attention, planning, and monitoring. The success of online branding critically depends on how a brand connects to, interacts with, and engages its followers. ‘Here,’ you are at the mercy of your consumers because ‘here’ you will only be as popular as they make you. Therefore, when it comes to online social media marketing, you cannot afford to make any mistakes.

The social media landscape is changing radically. Therefore it can get a little confusing about ‘what to do and what to avoid.’ Following is a comprehensive guide on what to avoid because your brand streamlines and performs better when you know what not to do.

Honestly, brand loyalty stems from ideology. A consumer who shares the brand’s sentiments will end up buying products and services. Your marketing practices should simply focus on reaching out to these people. Exercise empathy and connection before pitching an offer.

The digital crowd has an attention span of a fruit fly. They aren’t looking for preachy messages and self-indulgent boastings of brands. They are looking for genuine brands who listen to consumer needs and talk to their consumers. So strike a dialogue instead and boost your engagement scores.

If you look desperate, consumers will try and avoid you. After all, who likes an attention-seeking insecure character? So, stop liking your own posts. Instead, like others, & engage in a commentary. Remember, your brand has a personality. Build on it, don’t make it look like a narcissist.

If you blindly post content on social media without a strategy, stop doing this immediately. It is useless. Social media marketing practices revolve around an objective, like achieving maximum views, creating viral content, and infiltrating new consumer circles. What’s yours? Figuring out this part will play a crucial role in creating relatable content.

Surveillance is key to understanding market dynamics and modifying offers. A brand is like a celebrity; negative reviews can cause damage. Therefore your role as a brand manager is to keep a close eye on what’s happening online, how the brand is performing, and how it can do better.

People are different and respond differently to brand messages. This is why you cannot afford to have a single standalone message for every consumer. Instead, branch it out according to consumer interests and then personalise a message that focuses on that particular individual’s need. Yes, social media is challenging, and no one said it would be easy.

In a similar fashion that we draw inferences about a person from their likes and dislikes, habits and interests, people decipher the brand personality basis what the brand endorses. Therefore, who you follow is essential for the public to understand who you are as a brand.

Who the company head is and what the company is about are two very different things. A profile page endorses an individual and the individual acts as an influencer of the brand. Having only a Business page can limit your social media reach.

Your consumers look up to you as an industry leader. They want to follow and be associated with you because you matter. Therefore what you share on your social media page matters. Consumers vouch for knowledgeable brands exhibiting integrity, innovation, and information. Share global news. Congratulate other brands, show employee or consumer appreciation, and increase your popularity.

Before drawing up the social media marketing strategy and budget, invest in a fair amount of market analysis. Identity competition, consumer needs and preferences, spending patterns. When you have done the research right, you can plan the marketing right and perform right.

Also, look into aspects like avoiding spelling and grammatical errors, inconsistency, and plagiarised content and visuals. These brutal mistakes cannot be rectified and end up diverting audiences to competitive brands. Need help planning an effective, revenue-generating social media marketing? Contact us at business@dmipl.com.

Tom and Jerry are perhaps Disney’s most violent characters scripted so far. They are always plotting against each other, causing one another physical injury, yet everything about them seems funny! Everyone on this planet knows them and ADORES them. Such is the power of comedy. Take away the comic element, and Tom & Jerry could turn into gore.

Laughter is as contagious as yawns, and as a communication tool, humour has gained special favour with millennials, the most influential consumer community worldwide. Millennials, unlike their predecessors, have a different take on life; they live it with a pinch of comedy. More empathetic, bold, and diversity-indulgent, millennials are the birth givers of the era of Stand Up Comedy. Let’s explore why.

A comic narrative allows a brand to do something refreshing, positive, and happy. Humour-inciting storylines have captured the marketing spotlight because of the sheer brilliance in communicating serious messages and solutions easily and effectively, i.e., with a smile. Comedy, therefore, acts as much-needed relief to create calm and comfort for consumers. In addition, it inspires engagement, strengthens B2C interactions, and forges loyal patronship.

In fact humour has multiple positive attributes. It invokes goodness, tolerance, acceptance, transparency, and all things positive.

5-Star, Alpenllibe, Sprite, Snickers, Fevicol, Ambuja Cement, Godrej Security Solutions, Fevi kwik, Oyo, Disney Hotstar, Swiggy, and even credit card brands like CRED have illustrious comic ads that immaculately depict the relevance of humour in brand communication.

“In today’s overworked, under-appreciated, stress-filled, sleep-deprived culture, Humour is a necessity.”

Laughter is as contagious as yawns, and as a communication tool, humour has gained special favour with millennials, the most influential consumer community worldwide. Millennials, unlike their predecessors, have a different take on life; they live it with a pinch of comedy. More empathetic, bold, and diversity-indulgent, millennials are the birth givers of the era of Stand Up Comedy. Let’s explore why.

The internet explosion has presented itself as an opportunity for mass interactions. Everyone has something to say and expresses to be heard. Unfortunately, this has suddenly opened the floodgate to a tsunami of hate culture & trolling. Multiple studies show a strong link between the rise of online negativity and the metamorphosis of comedy-prone content; in fact, millennials find ‘comic relief’ a go-to haven that protects them from being a target of bullies. It’s the same with brands.

In current times, unorganized opinions govern online communication. There is too much of it and too vulnerable. Out of the vulnerability rises the need for humour. Humour mitigates tension; it kindles happiness and connection. It endorses a judgment-free space for exchanging dialogues. But most importantly, humour nurtures tolerance and acts as an antidote to hate-mongering.

The laughter-invoking commercials of Coca-Cola and Pepsi over decades depict healthy brand rivalry. Comedy, being the central plot of their advertisements, helped dilute the competitive tension, which otherwise may have been misrepresented as maligning and hurtful to the brand’s loyal followers. By infusing humour, both brands could mitigate consumer polarisation and make the commercial look more like a fight between two friends. By humanizing the rivalry, both brands attained favourable attention from consumers worldwide.

A very thin line separates humour from satire or dark comedy. Sarcasm and dark comedy differ from humour in ‘intention.’ While humour purely focuses on a light-hearted comedy, the intrinsic characteristic of satire and dark comedy is to demean by mockery. While humour can fit well into any context, parody and dark comedy are not as safe a choice.

A very thin line separates humour from satire or dark comedy. Sarcasm and dark comedy differ from humour in ‘intention.’ While humour purely focuses on a light-hearted comedy, the intrinsic characteristic of satire and dark comedy is to demean by mockery. While humour can fit well into any context, parody and dark comedy are not as safe a choice.

Uncomplicated plots: The intention of humour is to make people laugh. Complex, difficult-to-understand narratives can kill much of the fun. Therefore, keep it simple and straight.

Use of surprise: Be unpredictable. The idea is to surprise the audience with a memorable twist in the plot. Explore and experiment with unconventional ideas.

Time it right: Timing is a critical factor in comedy. Don’t break into surprise before the time is right. In comedy, you have to exercise control over how the audience thinks and feels, and just when they are sure of something, change it with humour.

Understand the audience: Not everyone shares the same sense of humour. Therefore, research your audience’s interests. Understand what type of humour is relevant for your brand and then align it with relatable brand ideology to develop a storyline.

English actor, comedian, screenwriter, and producer John Cleese correctly suggests that laughter connects us as a human race. He states, “It’s almost impossible to maintain any kind of distance or any sense of social hierarchy when you’re howling with laughter”.

A successful marketing strategy brings people together, people of different castes, communities, faith, and professions. Humour can do the job well. A little bit of absurdity, surprise, mismatch, and comic timing can go to great lengths to impress and convert consumers. After all, who doesn’t fancy a good laugh in the face of existential dread?

Life ceases to be exciting when you are in a repeat mode – following the same old routine compounded with an evident lack of excitement! At that moment, what would you not do to add a little spark of unhinged fun! Similarly, when brands repeat their marketing strategies over decades, the consumers go ‘meh’…- company messages are ignored, online engagement does not drive past the ‘Like’ button, and sales dip. During such times, disruptive marketing can be the perfect rescue plan for brands. As disruptive marketing stands for everything exciting, new, & innovative, it can help prevent brands from nose-diving into a pool of negative impressions. However, the success of innovative marketing is not limited to the strategy itself but emerges from its experience.

When Nike stood up against racial discrimination in its campaign, it projected Nike as a just, empathetic, brave & honest brand. This altruistic character drew enormous support from people resulting in increased fan-following, positive press, and sales.

Today’s consumers exercise their frank opinions to shape brand impacts. Therefore, it has become increasingly important for brands to stay connected with fans. The need to have incessant conversations creates the need to do something new once in a while. The idea is to break the monotony in an unsettling way. In the age of TikTok, Facetime, InstaReels, Facebook Stories & YouTube Shorts, disruptive marketing is deployed as a path-breaking activity that creates viral reactions.

Brands also use it as a damage-control tool to bypass traditional approaches and become age-appropriate.

The element of ‘Surprise’ is the core around which disruptive marketing strategies are planned. The degree of surprise is what decides the success of such campaigns. Like when Shahrukh Khan was featured in the Disney Hotstar ads, he expressed disappointment in not being able to draw as much attention as the channel; people were rather amused. Likewise, when Venkatesh Prasad was featured in the ads of CRED fancily dressed as a boy band member, people applauded the idea.

Build a positive curiosity around the promotion by working on concepts not far removed from what consumers experience in their day-to-day lives. Put yourself in the shoes of your potential buyers and think simple. Then, wrap that simple idea up with an excellent disruptive presentation.

Earlier, every brand wanted to be a niche name in the market, but right now, the challenge is to be a disruptor!

To connect instantly with the TG, brands need to understand the pulse of the time. Every age has its medium. Disruptive marketing tactics are great tools to endorse your brand prominently at a lower cost with real-time responses and immediate conversations. Break free from conservative narrations and go beyond the expected. Consumers are not passive buyers anymore. They are forever watching; give them something worthwhile.

Writing a perfect ad pitch requires less creative ingenious and more of a practical approach. Mainly there are two approaches – one, to make the ad rank, two, to make the ad a stand-out informative piece in the puddle of crowded, competitive digital space. But, no matter what approach you adopt, the bottom line is to connect with the consumers instantly.
Here are some simple tips to guide you to write a perfect PPC ad.

Ask the client for a straightforward brand story and the objective behind the ad. This step is crucial as it will help you understand the intent and design the perfect PPC ad. You need to know what you are pitching and why. Make a questionnaire and have the client fill out important information that might add value to the ad copy. Better to clarify than second-guess.

Spend time on research. Make a list of competitor brands and see how they are pitching their products to the audience. Refrain from using similar patterns. The study will help you understand the target audience and their reactions to competitor brands’ social media pages. Gain insight and use it to draft a good ad copy.

Make it about the consumer – draft a catchy, to-the-point headline, include product/service benefits, distinguish from the competition, insert qualifiers if any (for a particular group/community), sound honest and simple, and add well-researched keywords. It should appeal as much to a layman as it will impress a loyal follower. And don’t forget to include a call-to-action.

Make a list of interests that would appeal to you as a consumer. Remember writing an ad is not about showing off your creative skills. A perfect ad presents an ideal solution. To come to a solution, understand the problem and the inhibitions of consumers. Then, start editing your first draft accordingly.

Write longer drafts to encapsulate the entire idea. Don’t leave out any information. It is easier to shorten a draft than to work on a minimum choice of words from the start. Creating an elaborate narrative will help filter out the unnecessary information, and then you can refine the language.

When you think of copy, think of the visual as well. Collate the content and the design to understand how the communication can be highlighted without being loud and repetitive. You don’t need to be good at sketching; a rough inking will do. But remember to draw it out.

Trust your gut. The first copy is often the final copy, studies show. Instinct is a gift so never undermine it even when writing serious ad copies. Keep an open mind and explore the possibilities of working around two to three concrete ideas. Too many creative ideas can be confusing. So stick to two or a maximum of three ideas.

Check grammar, spelling, punctuation, composition before going live.
These eight steps will get you started on the right note of the basics of writing good PPC ads. To advance to a pro-level, you can subscribe to our blog channel and learn from our tips and tricks.

Need help to rank your Google ads? Call +91 98106-65256.

Serving consumers in ‘the nick of time’ is a challenge for all marketers. To keep up and keep pace with the fast-moving invents of advertisement techniques, marketers worldwide embrace multiple apps that promise quick and quality output and faster delivery.

Try these top apps to create and manage a variety of marketing activities.

Grammarly: Grammarly can be your favourite, professional content guide to help you scan & edit grammar, spelling, punctuation, complex sentences only with a click of a suggestion! Polish your writing and communication skills with the best choice of words, whether at work or for personal improvement.

Google docs: Quick formatting, instant, easy sharing, content collaboration are some of the most prominent features of Google docs. This is an excellent tool for multiple project creators who need to share notes and information on the go constantly!

Draft: Want to keep track of content changes and edits? Download Draft and keep managing content with track records easily. One of the best features, Draft, allows you to integrate with other online writing apps to refine language, check grammar and format content as and when you please.

Canva: Now start-up ad firms can compete professionally with big shot companies, thanks to Canva! With a few taps on the phone, it’s possible to create beautiful designs and impress the audience without much fuss.

Adobe Photoshop: A powerful tool with features like 3D modelling, 3D printing Adobe Photoshop is one of the most sophisticated design apps for modern-day advertising agencies. Unlike Canva, Adobe Creative Cloud is a little expensive but absolutely worth it!

Affinity Photo: If you are looking for an intelligent solution to image editing, retouch, and manipulation, Affinity Photo is pretty much the app for you. A wide variety of vector tools and pixel design capabilities make Affinity Photo a low price excellent solution to instant design woes.

Buffer: Stay ahead of the social media game with Buffer. This app helps schedule posts across multiple platforms like Facebook, Twitter, Instagram, and Linked. You can also follow up on social media performance statistics in a hassle-free way with Buffer.

Hootsuite: If you wish to micro-manage and plan your social media advertisement, try Hootsuite. Like Buffer, it allows you to schedule posts but puts you in control of the advertisement campaign at every level.

Mention: Monitor client reputation and ‘social presence’ online with Mention. This app is designed to scan the internet and find what the world is saying about you. If you link social media channels to this app, you will get a timely notification with customized statistics every time someone mentions you.

To get started, first align your social media requirement and strategy to streamline the choice of apps. Next, it is essential to measure results from the app function before you proceed to extend the subscription. While every app has its pros and cons, intelligent use and innovative application make a significant difference in online marketing.

Remember to keep it simple, sensible and sophisticated.

Keep discovering; keep growing with us!

Moment marketing is rapidly changing people’s perception of ‘Brands as products’. In the current world scenario, a brand is your BAE who understands and interacts with you as a BFF – courtesy Moment Marketing.

Moment marketing is about communicating the ‘Right message’ to the ‘Right audience’ at the ‘Right time’. Moment marketing uses popular worldwide events to create viral digital collaterals that grip audiences’ attention. In moment marketing, the vital point is that ads are churned out fast not to lose steam and become hot conversations.

The idea is quite simple; brands leverage moment marketing to interact directly with the audience at a personal level. Clever content, intelligent visuals and humour form the backbone of moment marketing, while real-time response drives communication forward.

• Google server down
• Black Lives matter
• Indiranagar ka Gunda!

Many marketing experts believe that moment marketing has given social media a unique linguistic that is genuinely universal.

The Moment Google mail server went down, brands started publishing fun content around it to highlight the indispensability of Google in modern-day lives. With one brand starting, others followed suit. Soon, almost the entire world was talking about Google going kaput within the time frame of a single hour! – Yes, Moment marketing is that fast, travels at lightning speed in the world of communication.

No doubt it is so popular these days.

After George Floyd’s death at the hands of police in Minneapolis, MN, the #BlackLivesMatter campaign resurfaced and gained impetus. Since then, multiple international and national brands have stepped forward to show solidarity by joining the worldwide protest against police brutality & racism against the Black community.

By switching to black displays on official social media properties, brands like Adidas, Nike, Ogilvy, Apple participated and voiced their ideology. They stood by the people. This solidarity gives Moment marketing the power to unite brands with their consumers on an ideological plane.

Whether you manage credit payments on Cred or not, you can’t have missed Rahul Dravid’s heart-winning angry avatar as “Indiranagar ka Gunda”. Breaking the age-old image of the calmest human on earth, we saw the cricketer wreaking havoc with a bat. The image change gave leverage to brands like Sneakers, who took advantage of a Cred ad and adapted it to promote their theory – “You are not you when you are hungry.” The appropriation both suitable and funny but triggered responses from multiple other brands to release their versions of moment marketing virals.

In an era that celebrates the addictive, almost overpowering social media capabilities, moment marketing is our new ‘Live-in-the-moment’.

Billions of people, sharing digital media spaces like Facebook, Instagram, Twitter, YouTube & LinkedIn, share, post, and participate in moment marketing topics. The brands are trying to interact and connect to these billions of people by being active participants in such activities. You, too, should take a relook at your online marketing strategy and adapt it to the market’s evolving needs. Use Moment marketing to kick-start conversations with your audience today and become a brand that they like.