Humor is serious business

Humor is serious business

As we progress on the strategic path of content marketing trend, we see color to color-less content surrounded by bold and beautiful story. Often leading to success and conversion.

Content comes in different shape and size, theme and trend. What becomes remarkable is the one which makes the BRAND – the consumable, acceptable, sell-able.

Content could be categorized broadly into humorous , insightful , emotional , picture , bad taste (cruel). Though I wont deny there are sub category for social media content. These are also mixed and integrated to create very attractive contents.

Let us consider humorous contents. Based on my observation, humorous captures 30% of the content trend among many brands. Though content with picture is playing dominant role in the social media platform. Also rule of the game says content with pictures attracts consumers. of-course, after all brand is seen first before consumed!

How Humor play a role in building great content? Why it is risky and why it is an easy way to success…

HUMOR is MEMORABLE – content with humor elements stay long in the minds of consumer.

Brand associating with humorous character would be have distinct advantage in the minds of consumer. Example – Mickey Mouse branding for a known brand product. It will create deep impact in consumer of all age group.

Similar to the trend in India – policybazaar TVC showing comedian Kapil advertising for the brand offering. This would have a long lasting effect in the consumer mind.

HUMOR IS SOCIALMEDIA FRIENDLY – IT IS SHAREABLE …fast

Humor contents of good taste is often shared fast and spread across platform/channels. Hence it is cost effective and gets better by the day. Brand should follow this trend. Sometime it is better to understand the demographic and culture of the target market to make more acceptable.

GREAT ICEBREAKER – HUMOR contents are easy to get back to the audience you lost some time back. Consumer would forgive the brand of being off the social scene quite a while. Brand could easily get back in the popular circuit with a big event or occasion. Like the #supperbowl, #diwali (in India), mother and fathers Day. Humor is interactive and it add the #lol to the brand communication strategy.

However – HUMOR content / post can get risky if it gets off the track in sending the message.

Time and situation and context should align for a perfect humor content. Example below (source: hootsuite) –

humor went wrong

Next time when we are creating #content, let us add some #haha. And then analyze the response.

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Humor is serious business

Social Media of SMBs

Most used marketing tool by SMBs, according to a report by Waspbarcode.
Most used marketing tool by SMBs, according to a report by Waspbarcode.

Small and Medium Scale Business (SMBs) in India represents almost close to 90-95% of Indian Enterprise

Small and midsize businesses emerging as sizeable market with IT investments growing at over 15 percent, reveals new study, which underscores need for IT vendors to localize products for smaller enterprises.

The study revealed that 500,000 SMBs in India currently have Web sites and 2 million have Internet access. Growing PC adoption is also another growth driver, with 4 million SMBs already using personal computers. This number is expected to grow 30 percent from 2011 to 2015, doubling the size of PC-enabled SMBs.

According to a MR company, India is still largely a hardware market. “The SMBs in India are very different from SMBs in the developed world where small enterprises have a higher understanding of IT.”

The unorganized segment represents enterprises with a lack of defined business processes which run for subsistence and by first-generation owners, while the sophisticated group is identified as those with business processes adapted from industry benchmarks and global best practices, which are keen to evolve as an enterprise and are taken over by the second generation owners (per a MR company)

All the above facts are encouraging yet challenging for the digital market strategist to bring the SMBs on same platform of social media acceptance. We are still talking about IT hardware adoptability among SMBs in India. So how they will tweet.

There need to be categorical shift from legacy mindset to the new era of social media channel. This should come from more localized approach to make SMBs in the hinterland of India to start talking about their business fashionably on social channels.

According to my assessment, it needs to be done or approached by keeping following in mind:

  1. The local social media marketing approach – content should be more appealing to local business environment. May be more regional specific to attract local suppliers, vendors.
  2. Unique support models are required to bring them to main stream digital marketing platform. Show them the value of being social and then transform their marketing strategy around it.
  3. Customized pricing based on different verticals , business needs , product segment
  4. Digital marketers should understand the SMB workflow, supply chain knowledge, result of which help both the party to optimize social media effort. This will help them give customize services to different SMBs /SMEs

All said …we cannot ignore the budget allocation in SMEs in India on marketing. Traditionally they are very low and on top we want them to invest on social media. We should watch out this space as the SMEs progress on being more e-skilled.

The large and best organized companies should take it as an added effort to encourage Small scale companies to invest on social media platform. This could be their ancillary partners as car OEMs.

Social Media of SMBs

Brillo – Google IoT way to approach Smart home market

google

Google is set to take on Apple also in the Smart home market space (part of the Real Estate boom). Interesting to watch this space as it already assessed to be a $billion market. The new OS name as of now Brillo is designed to work on low power devices. The aim is to account it to be more user friendly, cost effective and hit the last mile market with different technology at all layer. Google has also partnered with Samsung to win the smart home automation market for network protocol. Apple has already invested into networking protocol, developer homeKit, automation interface enabler through iPhone etc. Surely the market is heating and several players including smart home device, appliance manufacturers are working on to be successful in the supply chain. Digital is the keyword here.

Google move is more of a natural service cum platform provider than an opportunist. Google has NestLabs, it has search engine, it has the OS and now it will know what consumer do after taking a shower. It has the Android market size which is maturing with new Apps, startups, and the smartphone war. Truly a world of digital system and information technology.

Apart from matured market, home automation and companies working around it will find acceptance in emerging market such as India. India which is upbeat about its digital transformation with make in India and Digital India initiatives.

 INSIGTS:

Brillo is the natural discovery for the Nest purchase by Google

Google has already proved its dominance into internet search engine – Brillo will give access to get into smart appliance information

Samsung could be a natural partner to Google for developing networking protocol in this market though they also compete in different market

Google and Apple’s smart automations technology offerings will help different companies to decide on their go-to-market strategy and product innovation

This space and platform will also excite the social media enthusiast and could disrupt the way we networking and share.

Of course it will impact the digital marketing strategy

Overall we are opening up with new set of ideas, challenges, and discoveries with IoT

Brillo – Google IoT way to approach Smart home market