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Social Media: Twenty Twenty-Three (2023) December 27, 2023 Milvin Joseph Raj No Comment 2+0+2+3=7 #Thala for a reason. Thala means M.S. Dhoni; M.S. Dhoni means victory. Hence the year 2023 is a victory for us. The year 2023 started with new hopes, and people around the world believe that when a new year begins, we should strive to live peacefully without dwelling on the negative events of the past year. The trauma of COVID-19 has now faded from people’s minds, and everyone has started to work productively to earn a living. Now, as we come to the end of 2023, it’s time to reflect on the various events that occurred throughout the year, both positive and negative. Some of the highlights of the year include the increase in GDP of the Indian economy, the fascinating Budget 2023, the successful launch of Chandrayaan-3, the massive victory of the Chennai Super Kings as they lifted the trophy for the fifth time, the introduction of Threads, the change of Twitter to X, the memes that circulated on social media platforms with AI voice changers, and the clash between Gen-Z and Millennials in social media. If we take a look at the calendar year, we can see a sudden increase in the number of social media users. Everyone in a home has an account on Instagram and they get every update related to their daily life on the social media. This article discusses how social media has become a ubiquitous platform for daily updates and reaching audiences of all ages. Average Usage Rate: Social media was originally designed to connect people who are far apart, but it has increasingly become a platform for others to keep tabs on each other’s lives. In 2023, social media seems to be dominated by young people setting trends. Among the various social media apps, Instagram has become the most popular one, with more usage rates than other apps. Facebook, on the other hand, has experienced a decline in its average usage rate, from 47 minutes to 38 minutes, and it peaked at 54 minutes in 2019. This is due to people switching to other social media accounts. In the case of Instagram, the average usage rate per person is 2 hours and 33 minutes per day, and in the case of teenagers, it goes up to 3 hours and 37 minutes per day. This is because they spend a lot of time scrolling down their feed, sharing and posting reels, posts, and stories, and writing comments. Instagram has 2.35 billion registered users as of now. The millennial generation will own Twitter in 2023. Research indicates that a mere 3% of youngsters belonging to Generation Z claim Twitter as their preferred or most used social media platform. Interestingly, only 31.5% of Twitter users are female, whereas 68.5% of users are male at the moment. The typical individual watches 41.9 minutes of YouTube content per day, and mobile devices account for 70% of all views, with desktop and laptop computers accounting for 30%. Compared to other social media platforms, YouTube is the most “actively used” website, indicating that registered users frequently visit the site daily. Most Loved Contents of 2023: The quality of the content you provide determines whether your post or reel stands out among others. This year, many memes, videos, posts, hashtags, reels, and stories have been most liked by users on social media platforms. Let’s take a look at what was most loved, liked, and viewed. The post of Lionel Messi holding the FIFA World Cup by @leomessi received 75.7 million likes on Instagram and was posted on December 18, 2022. “Baby Shark doo,” the video of the Baby Shark song, crossed 13.4 billion views on YouTube and was posted on June 17, 2016. The song “Despacito” by Luis Fonsi with 8.9 billion views received the most likes on YouTube, with 52 million. The wedding picture of Kiara Advani and Sidharth Malhotra, which was posted on Instagram, has received 13.49 million likes. The live telecast of the landing of Chandrayaan 3 is the most viewed video in India. Influence of Social Media among Indians: The younger generation in India, known as Gen Z, has a strong affinity for social media. Their activities on platforms like Instagram have often resulted in controversies, making them go viral. Previously, social media was used mainly for entertainment, but nowadays, it has become a crucial tool for small-scale businesses and start-ups as well. This year, Instagram has launched a broadcasting channel and a feature called “notes” for its users. Through the broadcasting channel, an admin can post daily updates for their followers and grant access to other users to post on the channel. Indians are particularly keen on creating new trends in music by producing content reels. They also engage in promoting movies, but it’s not entirely clear whether they are doing it independently or in collaboration with others. Songs such as “Chaleya” from Jawan, “Jamal Kudu” from Animal, “Unakku Than” from Chitha, “Anbenum” from Leo, “Naan Gaali” from Good Night, “Time Traveler”, and “Khalasi” have become very popular on Instagram reels. These are just a few examples, as many more songs have been used by Indians. There are so many that it would require a separate blog post to cover all of them. There is a popular audio clip that has been trending lately, which features a dialogue where a lady describes something as “so beautiful, so elegant, just looking like a wow”. This particular dialogue has been used as a caption by many companies to attract their audience. Moreover, the lady who originally spoke this dialogue has also made a promotional video in collaboration with Sunfeast Yippee Noodles. Conclusion: There is a limit to everything, and exceeding that limit can have negative impacts. Instagram is now promoting racism, adult content, not adhering to copyright laws, and posting deepfakes. YouTube removes videos that violate guidelines, making it the best social media platform. X provided crucial updates and aid during Cyclone

Swiggy vs. Zomato – A Corporate Marketing War December 21, 2023 Milvin Joseph Raj No Comment Nowadays, everything is becoming digitalized, and every sector is booming tremendously due to this trend. “Your pack has arrived at the doorstep” is a message that has become familiar to many of us. It’s the notification we receive after our food order has been delivered by a delivery partner. More and more people are now choosing to order food online instead of eating at a restaurant. According to data, the number of people calling restaurants directly to place an order has reduced significantly since the emergence of food delivery apps. In the Indian market, there is intense competition between two popular food delivery platforms, Swiggy and Zomato. In this blog post, we will explore how these two companies are fighting against each other to gain and retain brand loyalty among their customers Correlative Connection: Swiggy and Zomato are two food delivery companies that work together to ensure that food items are delivered to the right customers at the right time. Both companies aim to establish their brand in the minds of their target audience and are constantly looking for ways to improve their business. They outsource people for delivery and partner with various restaurants across the country to expand their reach. No customer should experience hunger, therefore both marketers strive to provide the highest quality service to their audience. But when it comes to competition both the companies differentiate themselves by adding some competitive advantage to their service. VAV – Value-Adding Advantages: Connecting lives, inter-cities, and voice Zomato established a separate zone by creating opportunities for the local vendor by opting for the delivery of food for their small-scale business. It has onboarded around 900 street vendors in North India under the Digital India Campaign, soon it will also expand to the southern belt. The company provides an inter-city delivery option, which allows customers to receive their orders on the next day after placing them in one city. Additionally, they have introduced voice delivery instructions to the delivery partner to make the process smoother. Integrating AI, drones, e-commerce We had thought that the delivery of Swiggy was faster than Zomato it’s because of their AI-enabled delivery. Our order will only be completed when the delivery partner arrives at the destination, so we can easily track the order, and the chances of faking the delivery of the order are completely suppressed due to this. Swiggy also initiated delivery orders through drones in Delhi and Bangalore which is Drone Delivery a revolutionary logistical method in recent days, we can expect this type of delivery in other parts of the country in the future. It also introduced Instamart, and Swiggy Genie to promote e-commerce, so that users can avail every opportunity to buy groceries for their consumption. Promotional Activities: Promotion is the fourth P in the marketing mix. Without promoting your business, you cannot lead in the race. When it comes to promotional activities, a marketer should focus on something different from the other competitors. The 5 major traditional promoting activities are Advertisements, Sales promotion, Personal Selling, Public Relations, and Direct Marketing. Besides traditionally promoting their business they are also involved in digitally promoting their business by using digital marketing techniques like SEO, Social Media Marketing, PPC, Content marketing, Email marketing, etc. Let’s see how they incorporated every promotional activity into their business Eye-catching Advertisements There is a famous dialogue in KGF chapter 2 spoken by Actor Yash, where he says, “Violence (3), I don’t like violence but violence likes me.” Similarly, we often say, “Ads (3), we don’t like ads but ads like us.” Although we may not enjoy watching advertisements, marketers have to advertise their products. Zomato has chosen Ranveer Singh as their brand ambassador for promoting their product, while Swiggy has Cyrus Shakur as their brand ambassador. Both brands create eye-catching, colorful advertisements based on seasonal trends. 2 years before Anirudh Ravichandran was the brand ambassador for Zomato with a caption called “Nama Zomato”. Effective Sales Promotion and Public Relations Swiggy and Zomato engage their customers with offers and discounts on each day. Zomato gives a golden subscription option to its users to reduce the charge for delivery as Swiggy has offers like every item on Rs.99. Rs.139, Rs.169 which is an effective odd pricing strategy technique used by them. They also involved in public relations to know what the customers are feeling about their service, what are the new features they are expecting from the brands, how to, and so on. For this, they appoint a public relations officer who is responsible for doing such things. Digital Marketing Techniques Keywords are very important for ranking. According to the data, Zomato has more keywords comparatively Swiggy has fewer. Due to this Zomato ranks top in the SERP search engine result page.  By providing organic content both brands optimized their website for on-page SEO results. By providing relevant blogs doing off-page SEO as backlinks increased their app traffic. They are also involved in doing Pay-per-click by converting their CTA (call-to-action) with the help of Google ads. They also do personalized content messages daily reminding us to use the app. During Diwali days Swiggy used to send a personalized message as “Don’t forget to celebrate Diwali with us. We have discounts for sweets and decorative items” influencing us to do cart on Instamart. They also remarket by sending emails to us referring to offers and discounts. Zomato’s mail on Eid insisting to, “Order mutton biriyani from your favorite spot”. By creating trending memes, shorts, reels, and posts they are involved in social media marketing using Instagram, YouTube, and Facebook. Conclusion: It’s quite difficult to choose a winner between Zomato and Swiggy because everyone has their own opinion. Some people might feel that Zomato is better than Swiggy, while others might feel the opposite. However, we can safely say that these two are the most popular food delivery apps in India. Although there are other apps

Net Flexing and BTS – Behind The Strategies December 19, 2023 Milvin Joseph Raj No Comment As we are humans, we need entertainment, right?  There was only one source of the medium that could bring some relief, relaxation, and fun during the 80s and 90s and that was only done through televisions. But today we have many entertainment platforms such as social media, OTT, and online and offline games. The Millennials, Gen-Z, and Gen Alpha are the current generation users of these entertainment mediums. People are expecting more entertainment these days and the market leaders also never fail to provide what the customers are expecting. Net Flexing and Chilling: Have we ever wondered what could be the reason people concentrate more on OTT platforms rather than watching television? And we also didn’t expect the rise of the OTT platforms in recent times. Net flexing means watching (a film or TV series) using the Internet streaming media provider Netflix. As per statistical data, Netflix ranks top among the OTT platforms having more than 231 million paid subscribers all around the world followed by Amazon Prime, Disney + Hotstar, HBO Max, HULU, etc. Netflix has a very deep and broad variety and assortment containing various movies, series, shows, and documentaries. Digital marketing is the main reason for their massive success. It refers to the way to promote a particular product or a service by using various digital modes. Their segmentation, targeting, and positioning strategies made them stand as a lone wolf among the others. Net Flexing Strategies: Netflix was a DVD-selling company in the 90s and later it started to telecast movies and series on their website. They also expanded their market across the world in 2016, before 2016 it gave access to telecast the movies and series only in limited countries. Even though Netflix has been also restricted by some countries it always remains as a king. The way they segmented the genre is accepted by all the audience. Let us understand how the STP strategies are adopted by Netflix. People living in India watch Korean and Japanese movies and series whereas people living in Korea and Japan watch Indian movies and series and this is called segmentation. The craze for Squid Game (a thriller Korean series) by Indians and the craze for Muthu (a Rajini film) by the Japanese is called targeting. When the people of those countries started to search for other Korean, Indian, or Japanese series this is called positioning. Net Flexing and Digital Marketing: Search Engine Optimization Netflix has a website called www.netflix.com where users can watch movies and series by subscribing to the account using an email ID and password. Their website and app are designed with red and black as their prime colors. The Google search engine also ranks the website at the top. The result of showing the website Netflix at the top is due to the effective SEO strategies they established with keywords whichever is required for them. They also listed their social media handles in the search engine. Social Media Marketing Netflix has various social media accounts to promote their business according to the region and locality. Their social media accounts are being handled by various admins. It has Netflix, Netflix.in, Netflix. uk, and so on. The main motive for having effective social media is to make the targeted product or service reach the end users. Since Netflix is a streaming partner, its main motive is to persuade customers and make them to subscribe its OTT platform. Social Media Marketing refers to engaging the audience with recent trends and lifestyles. Using various hashtags, and generating videos, posts, memes, and reels makes the audience connected with them. For promotions, they engage in going live sometimes on Instagram. They were also involved in interviews with celebrities on YouTube. They also use the X platform for giving movie updates. Conclusion: Netflix just peaked during the pandemic happened during 2019. As of 2023, Netflix had 247.15 million subscribers. That represents an increase of 8.76 million subscribers from the previous quarter and a YoY growth of 10.8%. We can also expect a rise in subscriber count in upcoming years. This could also cause a reason for the depletion of television channels as various OTT platform users feel that it’s worth the cost they subscribe to. The OTT Era has already started with a bang. Don’t miss out on being a part of this revolution! 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