Now, your ‘Inbox’ is changing!

By Neha on February 3, 2011

With the emergence of social networks, ‘multitasking’ is no more a choice but a necessity. We, at Blogworks, often discuss how multitasking can reduce the concentration level and become a reason for low productivity, if not kept track of. Yes, there are reasons enough to get lost in the world of Internet.

The key to networking today is ‘accessibility’, ‘building a personal connect’ and a ‘quick response time’. A recent conversation with a friend made me realise how email has been changing, slow and steady. I would like to think that it is ‘social media’ which has led to the evolution of an otherwise stagnant inbox. Would you leave your email account if you can network, post updates, see videos from there itself?

The ‘inbox’ is increasingly becoming a ‘Social Network’, where you can interact, check out videos, make real time conversations, comments, add friends, schedule meetings and so on. Be it Gmail, Yahoo Mail or Hotmail, the platforms are innovating, experimenting and implementing features which makes the email not only interactive but also more accessible. Google Voice is one such example. With a Google Voice account, any user can dial in without even knowing the number of the person, from web as well as from a handset. Gmail’s move towards priority inbox, changes in Google Docs, I believe are chapters of the same book.

More powerful the ‘inbox’ becomes, more power would be transferred to an email id. Businesses would thrive on them and consumers would strive hard to protect them.

Features to look forward to

  • Seamless video/songs can be played within the emails
  • Deals, offers based on the users location
  • Email becomes social – integration of popular platforms like Facebook, Twitter, LinkedIn in the email
  • Auto cleaning of spam/expired emails after a certain point of time, where in the time frame can be defined by the user

This also leads me to believe that email marketing would see a fresh breath of air soon. The new ‘inbox’ would also impact B2B and the way companies communicate, both internally and externally.

However, I do see a flip side to it as well. It is usual to find social networks like Facebook, Twitter banned at work places. Would companies ever open up to the use of such evolved email platforms?

Can email ids become the next currency?

Posted in Blogworks Team | Comments (2)

The message or medium or more

By Kunal on January 31, 2011

Two days back, I attended the exchange4media and Concrea’s Youth Marketing Summit 2011. Neeraj Sanan of MCCS/ Star TV was one of the panelists at the summit. An audience member had a question for him regarding the ways TV content is marketed nowadays using digital platforms. Mr. Sanan had a proper answer supported by a current instance.

In his explanation, he exemplified a latest case about the promotion of an exclusive footage and behind-the-scenes clip for a Bollywood movie song “Sheila Ki Jawani”, which the Star TV network broadcasted before the movie’s release. Now, the question raised by him was what the most crucial element among the four options is:

  1. A track’s video from a bollywood movie.
  2. A special footage on a track’s video from a bollywood movie.
  3. A special footage on a track’s video from a bollywood movie on a national TV network.
  4. A promotional video on Youtube for a special footage of a Bollywood movie track’s video on a national TV network.

Now all four have some common grounds but the difference lies in the form. While the first two are pieces of content, the next two are essentially about the medium. The video on Youtube might get rave reviews and thousands of comments but that doesn’t have any direct impact on its TRP or the movie’s ticket sales at theatres.

The reason being, it is the same old question of what is more important – the message or the medium? The footage on a song’s video can be promoted through a 15 seconds TV commercial or a video sharing website on the worldwide web, but it is the video that is being promoted for both cases. Millions of videos are shared on that same website every day, and thousands of TVCs are shown on the same TV channel, but the number of views of this special footage was significantly higher than other content.

As per Neeraj Sanan and other panelists at the summit, the ‘message’ is far more impactful than the medium. “There are lots of videos on Youtube, but only one “Sheila Ki Jawani”.”

So, this discussion ends here? The medium is not essential anymore, or it never was? I wonder what can be the purpose behind uploading the video and footage on Youtube. Only a TVC of the exclusive programme or print ad on a daily newspaper could have given the same outcome. And why are we still having print, digital, TV and OOH for pushing out marketing messages? We talk about reach and frequency, but if every piece of content can be made so impactful and engaging, then should we not care about the medium anymore.

I remember a maxim by Marshall McLuhan, “The medium is the message”. If that is the case, then maybe we should accept the convergence of the two and not conceptualize them as separate entities. It has to be the appeal of a digital medium like Youtube that helps generating the buzz around a video. Similarly, the reach of an well accepted medium in India like TV can disseminate it to the masses.

As per my opinion, it is the right channel and the right form of communication that always strikes the chord. And it always happens in union, not through the effort or impact of one single tool.

Would love to hear what people think about the message, the media and how we can make more out of both.

Posted in Blogworks Team, General | Comments (2)

The joy of giving!

By Rajika on January 25, 2011

Since my work requires me to stay connected  online most of the day, I have become quite used to filtering though a lot of content (text, video and audio) on a day to day basis. In some sense, you could say I have become immune to a lot of content coming my way.   However, there are occasions, when I stop, sit back,  and say ‘WOW, I have to share this’!

Recently, I came across  across a CNN video shared by a friend on Facebook.  The video is about Narayanan Krishnan, a chef from Bangalore. Here is his story.

Narayanan, is amoung the top 10 CNNHeroes in 2010, a tribute to every day people changing the world. It would be great if you could share some of your ‘Wow, I have to share this’ moments with us here too :-)

Posted in General, India | Comments (2)

3 ways fashion brands can engage better through Social Media

By Neha on January 20, 2011

What fuels fashion brands, is the fact that fashion never goes out of style. They can constantly innovate and utilise social media to reach a larger audience and increase the brand recall or even to stay top of mind.

The key to engagement – Branded content

  • Be it micro sites, blogs or creatives on Facebook, branded content has taken a step ahead with brands. Brands like FCUK India already have a blog and have been tapping into the nascent fashion bloggers space. H&M took it a step ahead with the announcement of launch of its first collection in collaboration with a fashion blogger.  Burberry’s Art Of The Trench is always on top of our minds and even Louis Vuitton in 2010 did well with its concept of NOWNESS.
  • Branded content is no longer restricted to websites, Facebook and Twitter. Apps have become the new face of branded content; be it on the mobile or on iPad.  Popular, high fashion brands like Forever21 India, s.Oliver India (disclaimer: client) have been using their branded properties to engage with the audience on a regular basis.
  • It is cost effective, long-term property and helps build brand association and recall.
  • Brands are not only engaging customers but also advertising with their target groups with these branded properties.

Always required- Style advice

  • The good thing about fashion is that it’s everywhere, it’s popular and you never run out of things to talk about. People are always looking for fashion advice – what to wear, what not to wear, which color would work with their skin tone and which won’t. In 2010, a number of brands started doling out fashion advice and tips in order to engage with the users on a deeper level.
  • In the Indian context, places like Stylepile are popular with women, not only for posting their ‘style’, but also rating others and drawing inspirations. Internationally, concepts like Fashism,  HonestlyNow, etc. are all about second opinions. These communities are evolving every day with various profiles of people, also from the fashion space logging in.

Get inspired, blog, design and sell

Where users are looking towards Internet for fashion advice, it is now evident that fashion experts, start-ups and magazines are looking for them online as well.

  • We can say blogging is just the first step to get noticed in the industry.  People are creating new opportunities every day – you can share your blogs with Vogue India, express your style with Polyvore to become a fashion stylist that people look forward to, or just show off your style with places like StylePile or Weardrobe. For a serious, creative genius, Etsy just fits the bill perfectly. Fashion brands like Wills Lifestyle have organised contests for fashion  students too, giving them a chance to make a debut in the world of fashion.
  • Innovation is what sets this industry apart and you can experience the same online too. Concepts like Garmz is a resource for fashion designers and students. As a designer you can get a chance to be put up in Garmz online store, however, the best designs are chosen basis the community’s favourites. Similarly, Boutiques – a product of Google, lets you create and follow boutiques – but online. The good part is that basis your choices, you constantly get recommendations, which leads to discovery.

Have you been noticing any interesting and innovative trends in the social media fashion space in India? Do let me know!

Content has been cross posted from IndiaSocial

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