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Brand Identity Crisis Suman Sourav | IIM Shillong February at B-schools is usually a month of Lucknow for their contributions to the Perspec- celebration, fests, events and of course the pre- tive column. Under the Perspective column we cursor to Spring and Farewells. Amidst these analyze the concept of Hashtag Marketing and merrymakings, we bring to you yet another edi- how its growing significance can be leveraged tion which is full of wonderful insights from the under various contexts. We also talk about the world of marketing. The Marketing Club recent- different facets of fashion blogging and emerg- ly completed another edition of its social media ing trends in fashion networking. competition “War of Brands” under the umbrel- la of its online conclave, Jingstad – Tantalizing We congratulate Arpita Nandy from JBIMS and Creatiity. A new event format, Ulta-Pulta, has Ritika Bansal from IMI for their Eye2Eye entries been added to it. Check out our social media cor- on the exploitation of social issues by brands for ner for more on it. the purpose of marketing. Under the Brand Sto- A lot has happened in the past one month. Be it ry, we cover the history of Tanishq and the path the upcoming IPO of SnapChat and Whatsapp’s ahead. Discover the story behind the evolution entry in digital commerce, or the Unilever Merg- of the MTV logo under the Logoistic section. er and P&G breakup. The commercialization of Apart from these, we have the Catch and Miss, ISRO’s successful launch by brands – free piz- Digitally and Fun Facts corners to engross you. zas for ISRO employees – will be something we discuss in the upcoming edition, where we shall For this edition’s Vartalaap we get the privi- also talk about the branding strategies adopted lege of speaking to Mr Kanishk who is leading in the state elections. the Business Development at Flock, a Direct-i company. We got some wonderful insights on Coming back to the present edition, we discuss Start-up and technology trends from him in the the evergreen concept of brand identity and its domain of B2B selling. significance on our cover story with some con- temporary examples. We congratulate Shivangi Cheers! Singh from Amity University and Subhra Pra- Team Markathon tim Halder and Parth Mistry Harish from IIM E “ Our very D own freak I with a “ T O marketing R streak Of The Month Raghav Dhanuka AND HIS TEAM..!! Aditya Arnav Archita Himanshu Suman Ravitej Markathon january 2017 Andar Ki Baat Andar Ki Baat Perspective Hashtag Marketing: 01 On the rise Subhra Halder& Parth Harish | IIM Lucknow Building a profitable 05 fashion blog Cover Story Shivangi Singh | Amity University 09 Brand Identity Crisis Suman Sourav | IIM Shillong Eye 2 Eye ARE SOCIAL ISSUES LIKE FEMI- 20 NISM, LGBT RIGHTS ETC. BEING EXPLOITED BY BRANDS FOR MARKETING? Vartalaap Mr Kanishk Kumar Abhishek 14Sr. Associate Director Flock.co Arpita Nanda Ritika Bansal Interviewed By: Himanshu Chugh & Archita Singh JBIMS IMI, New Delhi IIM Shillong MARKATHON IIM Shillong Markathon january 2017 Andar Ki Baat Top 5 reads of the month SpeciaLs 27 Articles which you just cannot afford to miss Logoistic 19 The Story of MTV’s Logo Raghav Dhanuka | IIM Shil- long AD-dicted 20 Catch & Miss advertise- ments of the month Suman Sourav & Ravitej Vadlamani | IIM Shillong Digi - Tally Let’s look at our 25 social media marketing Marketing Gyan Fun Corner 21 To get the brain tickling Aditya Kumar Jain | IIM Shillong Brand Story Updates 22 Tanishq 23 Fresh from the Arnav Khanna | IIM Shillong Marketing World Suman Sourav| IIM Shillong MARKATHON IIM Shillong perspective february 2017 Hashtag Marketing: On the rise! By Subhra Pratim Halder & Parth Mistry Harish iim Lucknow Paytm has earned a remarkable market share in India with its appealing call-to-action hashtag advertising named as #PaytmKaro ‘Hashtags’ are an effective form of labelling or tagging tool to identify as well as group one’s content on social network and microblogging services. Hashtags start with a ‘#’ symbol, followed by an un-spaced phrase which archive each post containing that phrase into a single steam of metadata. As they turn people’s posts into clickable links, it begins to group people and focus on a targeted set of audience based on similar taste and preferences of post. Hashtags are becoming a prominent part of social-media culture, having the potential to drive individual psyche and ac- tions for a particular cause. Naturally, it is becoming a worthy exploring area for market research, giving rise to a new cult called ‘hashtag marketing’ to create value out of individual posts on a public platform. MARKATHON 1 IIM Shillong perspective february 2017 Hashtag marketing is based on tracking the on- Chat hashtags are very catchy one-to-many con- going trend behind the real-time social media versation tags, used by celebrities or companies traffic, which improvises consumer awareness, to talk to their followers about a subject matter. makes the content more searchable and encour- As the hashtag collates all the tweets or posts con- ages to discuss more about the tagged themes/ topics. Nowadays, social media teams of the tech-savvy firms are coming up with five broad level hashtag marketing strategies to meaning- fully engage with their target audiences name- ly – Brand Hashtags, Trending Hashtags, Chat Hashtags, Content-reflecting Hashtags and Call-to-Action Hashtags. Brand hashtags are effective in letting others know what users feel about the brand: its service and value offered. Not only it denotes a sign of customer retention, but also create awareness among the followers. Companies try to develop a concise and unique hashtag – which captures the essence of their brand and is related to their business, so as to encourage further circulation among the social media users. #Justdoit from Nike was a hit in brand hashtag that engaged users in conversations and stories on a topic. Trending hashtags are a kind of automatic feed on social media platforms that display top- ics trending for a while. Facebook and Twitter have trending walls on two different sides of the screen and it changes constantly with more outreach through one’s contacts or followers. Trending hashtags are getting more informa- tive & let users know about a particular hap- pening in any part of the world at any point of time. From consumer’s point of view, trending hashtags are becoming widely accepted tool of customer feedback and grievance redressal on a public platform. It brings a sense of urgency to the cause and wider acknowledgement by other users sharing the same concern. Trending hashtags are also acting as a popular- taining it on a single page, the users find it very ity meter with which marketing teams quanti- easy to locate and access other users sharing the tatively measure the penetration of its product/ same notion on that page. This is going to be the service on a real time basis. While every up- most prominent advantage of hashtag marketing coming offering tries to create a buzz through that – It connects like-minded people and drive consistently trending on social media, it also their consumer perception based on the stream of invokes a fierce competition in order to attain posts that arrive with the tag. the topmost slot. The most pertinent example There has been a significant rise in the use of chat of this trending hashtag is found in media in- hashtag for promotional purposes by celebri- dustry where news bulletins take reference ties, politicians and many more personalities in from the hot topics trending among its users public life. Be it a film promotion or an electoral and prefer to telecast news on similar themes campaign or simply a Q&A session, followers are to earn maximum television rating point (TRP) kept engaged regularly to strengthen the support and to capture maximum viewership in that base for the cause. particular timeslot. As a healthy practice for more public involve MARKATHON 2 IIM Shillong perspective february 2017 ment, ministers and celebrities have started in- So, in order to sell company’s products or teracting more often on social media and sense encourage events that don’t have brand rec- the mood of the public before the release of their ognition, marketers apply content-reflecting product e.g. – Budget document or film release. hashtags to boost its online presence. Users In this way, followers are getting updated and searching for similar kinds of hashtag to define meaningfully involved as a support base for the their moments, gets the relevant hashtag in a product or person. The core philosophy behind short time. Companies strive to have their own the chat hashtag marketing is that followers are content-reflecting hashtags for its niche line of passionate and providing them an open interac- products on social media. For example, a café tive forum to network with each other and have by the name Moonshine Café and Bar in Del- chat with the person himself is nothing less than hi has leveraged its social media presence by adding value in the marketing process. using the hashtag #partyhard in its Facebook posts. People searching for posts with this tag, are taken to a page where Moonshine Café and Bar has its presence; thereby increasing the number of views on its Facebook page. Content-reflecting hashtags become more valu- able as more and more users start to post it online and it becomes an early result for any hashtag search. An early result not only pro- vides an advantage of determining the positive consumer behavior but also a possibility of be- coming a sensational trend on the social media.
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