It’s not a You Vs Us Battle: A Millennial’s Rant

I’m a 90s kid (not a kid but a grown up) and it hasn’t been long since I celebrated my 25th birthday. It’s been more than 3 years in the industry and I think I’ve been trying to work as hard as I could. My college juniors look up to me for some gyaan and free lunches, my parents still think I’m a underdog, my friends are more or less in the same boat, my employer is fine with my progress, clients are reasonable with ROIs I generate for them, my landlord is happy to have a quiet and disciplined tenant, my kaamwali is happy because I’m considerate enough to ask her for a cup of tea on a winter morning, passer-bys don’t notice me; may be an introvert like me doesn’t really needs to be noticed. I pay my bills from my own hard-earned money and sometimes do struggle to make ends meet.

Overall, I’m much like any normal human being on this planet but lately I’ve seen/read so many discussions about millennials that I really get a feeling of being ‘the new animal in the zoo’. At times I don’t understand why the older generations are so obsessed with stereotyping us? Why are we always projected as mindless high-school revolutionaries?

I do agree that we aren’t as experienced as you are but we do have a mind and understanding of our own. We do have a sense of responsibility towards our organisations, our society and towards the entire human race. We don’t beg for kindness from anybody, we work hard to carve our path, trust me it isn’t as easy as you think so. We understand, we are privileged in terms of getting access to today’s technology at a much younger age but not all of us can really afford shitty expensive gadgets.

We wear ideas on our sleeves instead of hearts. We do love the rush, the madness, the newness of places and people. All we ask for is an atmosphere that drives us crazy and compels us to be a better person than we were yesterday. We don’t work for your handsome CTCs or medical cover, we work to help you build a better organisation and fulfil a greater purpose. We look for your guidance not orders. We might sound incorrect at times but we aren’t wrong always, we simply carry different perspectives because we grew up in a much different world and are again building something that will be much more different. You might think that our world will be complex; no it will be much easier. We want to see a world where you get evaluated on the basis of your work not on what you wear to office or how many hours you spend working. We want to build a Do-it-yourself world instead of Do-it-for-me.

Stop judging us on how many dates we pick every weekend or how many months our relationships last. Your generation must have had its own crazy times; do we come asking for it? No!

As far as our loyalties as an employee is concerned, keep giving us innovative environment, we will keep serving you success stories but please stop overrating us! We aren’t celebs or politicians. Not all of us believe in being job-hoppers. We’re a much normal generation that carries all kinds of individuals, some will grow up to be billionaires, some will be their employees, some might just remain being NOTHING, much like in your generation.

So let’s bear with each other and build a better world!

Peace Out!

Udisha M.

Header Image Courtesy: CollegeHumor


About The Author

An Engineer by degree, Digital Marketer by profession and a Blogger by passion, Udisha is an aspiring writer and a published poet. She has contributed on leading Indian and international defence forums. A born foodie, she has a keen interest in contemporary literature and cinema. She’s biased towards humans with intellect. Reach her on udisha0902@gmail.com


* © MagMug 2017. Unauthorised use and/or duplication of this material without express and written permission from the author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to the Author and www.magmug.com with appropriate and specific direction to the original content *

‘Shop Now’ on Instagram: From Marketing to Sales

instagram-branded-hashtags
Image source: SproutSocial

Instagram has registered a phenomenal growth since its inception. The photo sharing app boasts of a 500 million user base and is only behind its parent company, Facebook in terms of user-engagement. Research says that 7 out 10 hashtags used on Instagram are that of brands and 65% of top featured posts are that of products, this clearly speaks volume of the branding that enterprises have done through the platform. Being an image driven social network, Instagram quickly grabbed the eyeballs of  brands and individuals. Verticals like Food tech, E-commerce, Photography, etc. works wonders on Instagram. Not just this, individuals got to the platform to express their personal views, paving way to the rise of a whole new level of ‘influencer marketing’, concepts like; ‘Insta-Meet’ no more sound strange to the Social Media savvy generation.

Moving on, Instagram has shown a great progress in commercializing itself. The introduction of videos, analytics and many more has boosted the commercial power of the mobile app. Instagram is also expanding its market by making it available on Windows 10 PCs. The future of this feature is yet to be decoded but it seems promising.

What took me by surprise is the recent introduction of ‘Shop now’ button for Instagram. The platform will no more be a ‘window shopping only’ place but will ensure a complete shopping experience for the E-commerce portals. Now brands can tag upto 5 products in a picture and can redirect the users to their website. I expect this to be a huge game changer for the brands as well for the influencers. Bloggers working on brands can directly measure the amount of sale garnered because of their participation and can ask for direct share in profit, in the similar way brands can focus on creating more inclusive and collaborative campaigns.

The only drawback which I see now is the rise of ethical issues in advertising. Brands might pay a good amount to Instagram to advertise on the platform but how will the users identify between the real and paid recommendations given by Bloggers/Influencers. This might not be a concern from the commercial point of view, but looking from the Instagram’s credibility perspective; this will create issues as it is still a self-reporting platform which relies on user recommendations for flagging the irrelevant posts.

To conclude, we can only say that right now its time to simply sit back and watch the feature growing. It might become a great success or might meet the fate of Pinterest shop now feature, this genuinely depends on the shoppers.

Header Image Courtesy: www.allure.com

Udisha M.


About The Author

An Engineer by degree, Digital Marketer by profession and a Blogger by passion, Udisha is an aspiring writer and a published poet. She has contributed on leading Indian and international defence forums. A born foodie, she has a keen interest in contemporary literature and cinema. She’s biased towards humans with intellect. Reach her on udisha0902@gmail.com


* © MagMug 2016 . Unauthorised use and/or duplication of this material without express and written permission from the author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to the Author and www.magmug.com with appropriate and specific direction to the original content *

 

 

 

Tinder: When Dating Meets Marketing

Dating is no more a taboo for the Indian youth. Youngsters are getting to Tinder, TrulyMadly, Happn and a lot more dating applications to find a match. Most of these mobile applications rely on Geo-targeting to help their users find a partner. Tinder alone boasts of a 50 million user-base where more than 85% are aged between 18-34. Tinder offers a great opportunity for startups and enterprises to reach out to consumers with a more personalized experience.  However, the brands need to be really smart in making a move. Tinder has some really successful campaigns to boast about overseas but in India we haven’t yet seen any brand harnessing the opportunity well.

The user base of Tinder in India is majorly restricted to metro cities, this is an opportunity and a threat as well. Since, there’s least competition on the platform in India, enterprises and startups can smartly plan campaigns that are engaging and hit the right nerve of the users. Campaigns like that of ‘Ex-Machina Stunt‘ can be a huge success. Bollywood and Hollywood Filmmakers can engage Indian audience with Tinder profiles of their lead actors or villains and set the town talking easily for movie promotion. In the same way, small enterprises or restaurants can attract audience like Domino’s Pizza which allowed Tinder users to swipe right some great deals on Valentine’s Day. In a similar fashion Gillette did a marketing research on Tinder just to find out as to how facial hair affects the popularity of men on dating platforms.

Looking from the Tinder’s perspective, the dating application really needs to allow such campaigns on its platform to boost its popularity in India. Campaigns related to movie promotion/restaurants/social causes etc. will create curiosity among the youngsters and compel them to install the mobile application.

My suggestions for Tinder Campaigns: A find-your-team-match for the Indian Premier League: A campaign wherein the Tinder users can interact with their favorite teams and once they have swiped right the team they wish to support, the teams can tell the users as why they should be with them and redirect the users to their Instagram/Twitter handles. This cross-promotion will help not just boost the social media handles but will increase the branding.

To sum up, being a Digital Marketer, this is going to be an exciting phenomena to watch out for. I am really looking forward to see which Indian brand really takes the risk of starting with a Tinder campaign and making it a success in this world of opportunities yet uncertainties.

Udisha M.


About The Author

An Engineer by degree, Digital Marketer by profession and a Blogger by passion, Udisha is an aspiring writer and a published poet. She has contributed on leading Indian and international defence forums. A born foodie, she has a keen interest in contemporary literature and cinema. She’s biased towards humans with intellect. Reach her on udisha0902@gmail.com


* © MagMug 2016 . Unauthorised use and/or duplication of this material without express and written permission from the author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to the Author and www.magmug.com with appropriate and specific direction to the original content *

 

When Engineers define the Future: My Experience at NASSCOM Engineering Summit

You know life is blissful when you get paid to study technology all day long, write about it, travel for it, meet great people, enjoy good hospitality and a lot more. I can never imagine a job as fulfilling as mine. Being working for NASSCOM [National Association of Software Companies] gave me this golden chance of attending the NASSCOM Design and Engineering Summit consecutively for the second year. Ah yay!

Themed on ‘Imagineering for the Digital Future‘, the summit discussed topics like Design Thinking, Rise of Internet of Things, BigData usage and Artificial Intelligence, Self Driving Cars, 3D Printing, Aerospace designing, to transforming a traditional enterprise for a digital age. Presided over by who’s who of the industry, the two-day extravaganza was enough to blow your mind with insights and jaw dropping facts.

Starting with the workshop on connected vehicles led by S. Sreegururaj from Tech Mahindra talked about the rising need of sensor-driven smart vehicles and the market seems to be very receptive. Another masterclass was led by Deepa Bachu from Pensaar India on Design Thinking. One of the most interactive sessions, she helped people create the road map to design thinking and the key point to takeaway: ‘Innovation is not just about products, it’s about business models. ct-ksbvwiaq7vki-jpgArdhendu Pathak from Airbus conducted various 3D Design activities in his Deep Dive Session. Attendees came up with innovative solutions like how can 3D Printing help in Disaster Management, in Medical conditions and a lot more. Ardhendu summed up beautifully saying, ‘Collaboration is the way of life.‘ Then came the man who won our hearts and left us awestruck by his endurance of empowering India with a Self Driving Car, Roshy M. took the stage to talk about his personal project. His vision of developing extremely sophisticated predictive models that can work on Indian roads and his countless trials inspired every attendee. We wish him all the best and wish that his dream comes true soon.

Moving on to the main conference, R. Chandrashekhar, President, NASSCOM talked about how the lines between the manufacturing and software is blurring. Kevin Ashton, the much awaited speaker and Father of IoT gave us the mantra of technology evolution, ‘Technology moves from Ridiculous to Miraculous and finally to Monotonous.

Kevin Ashton left us speechless with his predictions.
Kevin Ashton left us speechless with his predictions.

Talking on the challenges of enterprise transformation, Paul Humphries from Flextronics confessed that it’s difficult for a hardware company to make software. Day 1 ended with a superb advice coming from Karthikeyan Natranjan from Tech Mahindra saying, ‘Don’t take a bazooka to kill mosquitoes’ referring to solutions fitting the problem.

Day 2 started with a fireside chat with S.N. Subrahmanyam, M.D., L&T and he shared the company’s vision of, ‘Digital Enterprise that builds the physical world.‘ Followed by him, Thomas Jakob from Bosch shared, ‘One of the key barriers we found in Bosch was, it’s not about the technology, it’s about the business model.‘ on the enterprise upgradation. In an exciting revelation, Prassana from Mercedes Benz told us that, ‘The best time for automobile is yet to come.‘ Supporting the fact, Karthikeyan Natranjan also said, ‘It’s going to be an exciting time for automobile industry. We are going to jump 3 curves in 2 decades.

The summit was well concluded with the signature statement coming from Silvio Pietro Angie, ‘Design makes the world a better place.’

A learning that will stay with me for a very long time, NASSCOM Design and Engineering Summit was nothing less than a roller coaster ride. It passed in a blink of an eye but has given me the pride of a contributor in its success. To sum up, I would say, ‘Disruption has existed and will tend to exist, you can either be excited to embrace the change or get disrupted and die.’

Udisha M.


About The Author

An Engineer by degree, Digital Marketer by profession and a Blogger by passion, Udisha is an aspiring writer and a published poet. She has contributed on leading Indian and international defence forums. A born foodie, she has a keen interest in contemporary literature and cinema. She’s biased towards humans with intellect. Reach her on udisha0902@gmail.com


* © MagMug 2016 . Unauthorised use and/or duplication of this material without express and written permission from the author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to the Author and www.magmug.com with appropriate and specific direction to the original content *

Hike Messenger: Rise of The Indian Unicorn

The story of youngest Indian unicorn
The story of youngest Indian unicorn

Hike Messenger hit the billion dollar evaluation mark in the month of August and grabbed my attention. Following its success story for quiet some time now, here’s a candid take on the mobile messenger’s success.


Hike offers around 10,000 stickers in about 40 languages for ultimate user experience

The recent evaluation of Hike Messenger has set the industry on rage. Founded on 12-12-12, it’s the youngest Indian startup to achieve the feat of hitting the mark of a Billion Dollar evaluation. While the world goes gaga over the success of this 4-year-old Indian messenger app, it’s time to understand what did they do so right?

Founded by Kavin Mittal, Hike Messenger was just another messaging app in playstore and Apple app store till few years back but they had innovations to offer and that was free internet SMSing. That was a time when smartphones were owned by a few privileged ones and internet SMSes were much needed. Hike messenger quickly captured the eyeballs of college going crowd and became a personal favourite for the age group and rest is history.

What fascinates me most is the idea behind the innovation. Kavin Mittal got the idea of inventing a messenger like Hike when he saw a Golgappa seller talking on a primitive phone. He wanted to address the strata of society which is yet to discover the privileges of high-end smartphones. He quickly made progress by providing news and cricket updates on Hike app itself. The smart move clearly showed his vision of capturing a market owned by low-cost smartphones which have less memory to accommodate multiple applications. Cricket being a religion in India definitely has a huge fan following and its updates are must for every citizen. With Hike messenger allowing its users to get them on one single platform without the pain of having another app in phone was a bonus. Other than this, Kavin tied up with leading e-commerce and other portals to provide free coupons which wooed the young crowd even more. From the strategy of giving top-up recharge to those who used Hike messenger more than Whatsapp to introducing privacy mode to protect profile picture and status updates, Kavin has beautifully played on the psyche of young India. The mobile app’s marketing technology has fetched it around 100 million users. On an average its users are exchanging 40 billion messages per month and are spending 120 minutes per week using it. capture-20160926-130441

The success story is not just about the innovation which Hike messenger brought in but also about the way they marketed it. Not long back, the TVCs of Hike messenger clearly targeted the teen and screamed of privacy settings, free coupons, live cricket and news updates which the teens and youth of this generation greatly need. The Social Media Channels of Hike messenger are as quirky and attractive as the coming generation. Their Moment Marketing skills are at par, they don’t miss a single festival or occasion to introduce cool stickers and send wishes to their users. Thus, a much personalized experience. The Digital Marketing spent of Hike Messenger speaks volume of how much they take their Digital presence seriously and this has helped them grab eye-balls of investors. With backing from brands like Bharti Softbank, Tencent, Foxconn Technology group and many more big names, Hike Messenger has proved that it is here to stay!


About The Author

An Engineer by degree, Digital Marketer by profession and a Blogger by passion, Udisha is an aspiring writer and a published poet. She has contributed on leading Indian and international defence forums. A born foodie, she has a keen interest in contemporary literature and cinema. She’s biased towards humans with intellect. Reach her on udisha0902@gmail.com


* © MagMug 2016 . Unauthorised use and/or duplication of this material without express and written permission from the author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to the Author and www.magmug.com with appropriate and specific direction to the original content *

Mobile Innovation: When Big Challenges Come In Small Packets

‘Do you remember the last time you booked a cab or ordered food on call?’

‘Do you remember the last time you uploaded a picture on Facebook via Desktop?’

‘Do you remember the last time you used a physical calendar to check the date?’

No, you don’t and that is the Big Change which Mobile Technology has brought into our lives and its impact tends to be increasing day in and day out.
Mobile Innovation 1
With the advent of mobile-age, technology is shrinking its size to fit into the palms of the user. This phenomenon is only set to grow with the Internet of Things and automation growing from mere buzzwords to a way-of-life. The mobile technology has moved ahead of being restricted only to the tech-savvy verticals of the industry, it’s causing impact even in unconventional arena like, fashion, Medicare, fitness, military, etc. Mobile Innovations will bring about distinctively more changes in next 10 years than it happened in the last 10-15 years.

With the major ROI coming from Mobile devices, e-commerce and Social Media giants are focusing towards the Mobile Innovation. But what are the challenges that Mobile Innovation has thrown that it has driven the industry nuts?

Mobile Innovation 2One of the key challenges and the opportunity that the industry faces is, the entry barriers are relatively low for the newbies. This has put at risk the market leaders who are constantly exposed to a slew of inventive new competitors capable of rapid expansion. One of the greatest examples can be PokemonGo and Prisma, these innovators captured the market in a very short period of time putting other Mobile Apps and Games at loss.  A key learning which innovators can derive from their success that these apps banked on the emotional quotient of the consumer. Similarly, Hike Messenger smartly targeted the young consumers and made it to the Unicorn club, becoming the fastest Indian Start-up to attain the feat. The Messenger app is giving a tough competition to messaging giant Whastapp. The success story clearly shows how important it is for app developers to devise a good marketing strategy according to the changing consumption pattern.

 

Secondly, Mobile Innovation is led by Hyper-Adoption but also runs with the risk of Hyper-Abandonment. Statistics say that more than 23% of mobile-apps are abandoned by the users after a one-time use. Games like Angry Birds, Temple Run, Candy Crush and Subway Surfers which were once a rage, now hardly find any takers because of lack of innovation. Similarly, once considered as top internet calling apps, Viber, Line and Tango lost it once Whatsapp introduced the calling feature.

Thirdly, the lack and risk of regulations in the Mobile Technology space. While many of the mobile apps are accessing the unwarranted personal data of users, industry is finding it hard to deal with the BigData explosion which Mobile Tech is causing. Authorities need to create flexible regulations which can monitor the industry, yet restoring the freedom to innovate.

Fourthly, the need of enterprise collaborations in mobile space. Ixigo recently launched it’s Cab booking app named Ixigo Cabs that let’s you choose from service providers on one single platform. The application offers options from Ola, Meru, EazyCab, Jugnoo and many other cab services. The mobile app has been a huge hit as consumers now don’t have to download multiple apps for a similar purpose. However, this new innovation is a threat to Uber, as it hasn’t collaborated yet on platforms like these.  Similarly, social shopping apps like Wanelo and networking platforms like YikYak are steadily capturing the market, as consumer patterns are changing.

To sum-up Mobile Innovation can be the best and the worst that can happen to the industry. The right kind of innovation at the right time is a quintessential to survive. New players can draw inspiration from giants like Facebook, Google and Amazon, who constantly upgrade themselves to stay in the market, whereas the giants need to stay on toes and keep a tab of rising competition because acquisitions are no more a way of survival.
Udisha M.


About The Author

An Engineer by degree, Digital Marketer by profession and a Blogger by passion, Udisha is an aspiring writer and a published poet. Reach her on udisha0902@gmail.com