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 *

 

Visual Marketing: The Game Changer for Digital Marketers

Visual Marketing is no new term in the Marketing world. Biologically validated, Human brain is more receptive towards visual information and takes it 90% faster. The reason why Image and Video are playing a heavy role in era governed by Social Media. The success of YouTube, as the third most visited website after Google and Facebook and Instagram beating Twitter in terms of user count shows that the consumption pattern of Digital world is clearly inclined towards the visual marketer. Even Facebook had to introduce video functions in its Click-To-Website, Carousel and other ad offerings. Virality of Memes and GIFs in Social Media is no hidden fact.

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Intel is rocking its Instagram Marketing with stunning visuals, testimonial videos and real time coverage.

Be it brands or celebrities, they all need to get set with marketing strategies using the power of visuals, specially videos. But the bigger challenge lies in being unique with your visual content, social media world offers a short shelf life of posts. You can definitely go back to Starbucks, Oreo or even Intel for inspiration for your Instagram strategy but you can’t really be successful if you don’t offer something which they don’t. These platforms are littered with stereotypical images of sunsets, birds, food, technology, etc. and the user may simply scroll away your content as well. Making the user stop by your brand is the challenge.

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Starbucks is one of the biggest brands on Instagram. They believe in making their brand a part of your routine.

This is again threatening for brands who are looking to create memorable brand stories. The right content at the right time is the thing. Brands really need to define their content themes, image templates, video shoots, much in an integrated manner to create impact. Good visuals backed by targeted ads can surely ensure desired ROIs for brands. Other than this, the targeting of online advertisements need to be meticulously planned. ‘My brand is for everyone’, doesn’t really works in Digital world. Customer Profiling based on age, gender, purchasing power, interest, geographical conditions is prerequisite. Other than this, use of relevant hashtags, timings and consistency in postings is equally important. YouTube videos and Instagram Images/Videos, both need to be interactive to ensure regular consumer engagement. Even a simple one-liner after your post text asking for audience feedback can make a lot of difference. Technical brands can rely on infograph for explaining their cases well, research suggests that presenters who use visual aids are 43% more effective in persuading audience. Slideshare has been highly instrumental in use of presentations to increase business outreach.

Other than these, another aspect of Visual Marketing is Live Streaming; the possibility with applications like Periscope, YouTube Live and Facebook Live have created are enormous for the Social Media Marketer. They can be thoroughly harnessed for sneak peeks, product presentations, behind-the-scene footage, question-answer rounds or simply live coverage of your event. You can even conduct contests with Live Streaming on any of the platforms and cross-promote it across channels. This makes your brand more interactive and fun.

Adding to these, usage of videos can also revitalize the Email Marketing for the better. Embedded videos in mailers can give a better glimpse of your message and definitely generate a greater ROI. Embedded videos can be used on websites as well to give a sneak peek into your product.

Coming to the end, Visual Marketing needs to be a priority for every Digital Marketer and I would advice that instead of rushing to generate fresh video and image content, take a back step; look inside your brand and pick what can be marketed. Use and convert your data into video and move forward to innovate more.

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 *