Mobile Marketing


10 Digital Marketing Trends to Adapt in 2016

10 Digital Marketing Trends to Adapt in 2016

2015 has been a great year for the Digital Marketing industry. Now that 2016 is here, it is time that we gear up for the changes and adapt new marketing trends that we will see taking effect in this year.

1. Live Video streaming
Live video sharing is gaining popularity day-by-day. When Periscope began in April 2015, it reported 1 million subscriptions within 10 days of the launch of the product and later that year in the month of August hit the 10 million users mark. On the other hand, Facebook’s live-streaming function known as “Live” is in already featuring in Facebook’s Mentions app. Facebook bets that people are looking to live-stream, and as a user, even if you haven’t shared a video live, you must have definitely viewed a live video. That alone shows how even the biggest social media platform is making way for video streaming.

2. Video Marketing
YouTube alone has almost 34% of all people on the internet. The independent content creators are gaining popularity on YouTube. According to YouTube, creators have filmed and produced over 10,000 videos which have generated 1 billion views and over 70 million hours of watch time. Facebook’s auto-play function has been beneficial in grasping the attention of people. It has seen the number of video posts increase by 75% in 2015 alone. Therefore, spreading your message through an interactive video has a higher chance of gaining traction rather than just an image or a post.

3. Performance Marketing
Affiliates and Influencers are a great way of gaining followers. Mega Bloggers and industry experts have their own following and they mentioning a brand or product make an impression on their followers. Affiliate Marketing, has been tried by various brands in 2015 and have shown great results, thus, they are bound to increase in 2016, creating a whole new trend.

4. Employee Advocacy
With the increasing competition in on social media, reaching more people organically has become absolutely necessary. Having company employees spread the word personally on social media increases the reach of the company. Getting employees to share company updates on social media is an easier and cheaper way to reach a larger audiences. Not only is it cheaper and easier, but more reliable too as messages from employees are 6x more trustworthy. Employees become brand advocates and a higher rate of conversion can be expected. Increasing competition has opened up the gates for employee advocacy and will be in high demand in 2016.

5. Re-targeting
Reaching the existing clients is going to be absolutely essential. The millennial generation is not a very brand loyal generation. It is all about the shine and glamour that attracts the millennial generation. Although it is difficult to keep getting back the customers, re-targeting is going to be an integral part of the marketing strategy in 2016.

6. Live Chats
With the e-commerce industry booming, the personal touch with the consumers is somewhere lost in the mix. With the introduction to live chats on e-commerce websites, the personal touch will make a comeback in 2016. Not just the website, even on social media, when replying to people’s grievances, it must not be based on templates or standard messages. A lot of emphasis on human communication will be given in 2016.

7. Rich Media Pins
Social media slowly and subtly turning to be commercial platforms. With Pinterest growing the integration with top platforms such as IBM Commerce, Magento, Bigcommerce, Shopify, etc. creating rich pins is has become less of a hassle. With Facebook and Twitter introducing the buy buttons to their social media platforms; it is evident that the “BUY” button will be a hot thing in 2016. Besides, 35% of millennials said they were likely to use a Buy button on Facebook or social sharing platforms.

8. Organic Reach
One of the biggest challenges on search and social media is reaching the customers organically. Facebook’s aim to create the most interesting stream of content has made it easy for people to categorize the news they like to view but at the same time has increased the task of the marketers to reach customers organically. Therefore creating personalized and highly relevant content in order to increase organic reach will be a high priority.

9. Content Marketing
Digital marketing as a whole is becoming content-centric. With the evolution of the Facebook News Feed, more and more stress will be given on creation of new and consumer-friendly content. New options for publishing content online will open up, thanks to instant articles and moments tabs on Facebook and Twitter respectively. The content will become more consumer/industry focussed.

10. Mobile First
According to Global Web Index, 80% of Internet users own a smartphone. In the second quarter of 2015, Google announced that the total number of searchers on handhelds had surpassed desktop searches. It’s newly launched app-indexing algorithm will only boost mobile searches and in-apps data.


How to make Facebook tabs work on mobile!


You have created a fantastic Facebook Application for your campaign. Great!

You have created the tab for the app on your page and are expecting a lot of engagement on it. But did you know that Facebook tabs have a limitation that they work only on desktops and not on mobile devices?

Here’s a workaround to get your Facebook page tab to work on mobile and reach out to a wider set of audience across platforms.

You can achieve this is 3 simple steps:

Step 1:
Create a mobile friendly facebook application i.e. the design should be responsive.
Keep the original URL of the application handy. This is not the Facebook app URL but the the URL of where the application is originally hosted.

Step 2:
Create a user agent checker URL. Based on the user agent, any LAMP programmer can easily write a code and re-direct it to either the Facebook tab app or directly to the mobile friendly URL of the application.

Step 3:
Use a URL shortener- like for sharing the link on your Facebook page or other places. This also helps you hide the new URL.

Here’s an example of how we built a cross platform compatible Facebook app:

Step 1:
We created a Facebook Application called “Dealfie”.
The URL takes you to the app. Once you are there, it requires you to accept the Facebook application terms.


Now, try opening the same URL on your mobile.
You will see that Facebook displays Error 404 “Page not found” as illustrated below.


Step 2:
We created a URL which can check the browser on which the application is being called on and redirect it to either Facebook or a different destination.
On opening this URL on a desktop, it will open as
Now try opening this URL on mobile.
It would open:
This is same as the url that Facebook calls as an IFRAME on the tab.

Step 3:
Using a standard URL shortener, we created a new URL and hid the landing URL.
This new URL can be used to share on Facebook and other social platforms
Now try opening this url. It will open something like below once you have accepted Facebook app terms.


If you found this hack useful or if it worked for you, share your experience in the comments.


Mobile Marketing Cannot Be Ignored: Rajat Gupta, Digital Head LINE India

Mobile Marketing is the new buzz word. With the smartphone penetration increasing rapidly in India, the users are spending more time on the small screen than on the desktops.

Advertisers are responding fast and mobile marketing is becoming more important than ever. Though the size of the pie might be small as of now, brands and advertisers are taking note of the potential of Mobile Marketing.

Rajat Gupta, Digital Head Of LINE India

In this chat, Rajat Gupta, Head of Digital Marketing at LINE India gives an insight on how one of the most popular messaging apps in the world uses mobile marketing and advertising in their marketing mix. He also discusses if brands and advertisers can afford to ignore the mobile as a medium.

How has the mobile advertising ecosystem matured over the last few years?

I think the mobile advertising industry is in its initial stages and what we are seeing is just the tip of the iceberg. The brands are becoming more aware of the changing dynamics in digital marketing and now understand the importance of mobile advertising.

Though the spends on mobile are very small as compared to traditional and digital media, there has been a significant increase in the same. We will see a surge in that in the near future. Currently, not many marketers are aware about the mobile ad inventory options. Once that improves, we will see an explosion in this industry. At LINE, a significant portion of our advertising spends goes to mobile advertising.

What are the creative ways in which LINE is advertising to mobile users?

We do not use conventional targeting options such as location targeting because it is not important where our user is. Users might be chatting on LINE from wherever they are. But what is important to us is that the user must own a good quality smartphone that runs apps and must have a data plan.

We don’t advertise on mobile sites. We try to advertise on banners inside apps. We do not do advertising for branding because it will be difficult for us to measure the efficacy of that. Our advertising is performance driven.

By performance we mean app downloads. By performance we mean that the user downloads the app and registers on it. Install to registration ratio is a metric we chase religiously. Our priority for now is to get new users and increase the stickiness of the app.

How is the average click-through rate and conversion rate on mobile different than other forms of media?

The average click-through rate and conversion rate is higher on mobile than on desktop. One of the reasons could be that mobile advertising is new and people are attracted towards a new medium. A lot of customization can be done for a customer on mobile because we can know a lot about the user. That works because a desktop might be shared between multiple people but a mobile phone is personal.

Another reason for a higher CTR and conversion rate is that the mobile having a smaller screen has lesser distractions than the desktop where the user’s attention moves from one element to other very quickly.

Any innovative mobile advertising campaign that caught your attention?

I will answer this question taking something we do at LINE into account. For us, the task doesn’t end at the user just downloading the LINE app. We have to make sure the user registered after downloading the app and then starts using it repeatedly. We design our campaigns in a way that the communication is different for different users depending on the stage they are at on the user life-cycle.

Let’s say a user downloaded the app but didn’t complete the registration; we will show him ad banners reminding him to complete the registration to start enjoying conversations on LINE. In another example, if there is a user who downloaded the app and registered too but isn’t using it, we design special campaigns so that they start using the app more frequently.

What goes into planning a mobile media campaign? What is the division between targeting behaviours and understanding spending metrics?

It completely depends on the advertiser’s objectives. There can be different objectives like to acquire new customers or to reach out to people who have dropped from the funnel. For someone the objective can be brand building or just brand recall. Based on the objectives, we go for the data and design the campaign accordingly. We then choose the platform that will be relevant for that particular campaign.

Since LINE itself is a platform, we use it to reach out too. We give a high importance to the spending metrics because the cost for every line item in the campaign has to be justified. On the other hand, behavioural targeting is a prerequisite for any kind of campaign, be it for customer acquisition or branding.

What kind of data can an advertiser get about mobile users. Is this data being fully utilized to understand customers?

We can get almost all kinds of usage data about a mobile user. Some parameters that can be obtained are – service operator, the make and model of the phone he is carrying, data plan, area circle etc. Also, we can get data for the usage patterns of the user which tells us how much time he spends on voice calls, how much time is spent on the apps and how much time is spent on mobile internet.

Answering your second question, we use different data during different phases of the campaign. We start off with a wider target initially and the target gets leaner as we move along the campaign. This industry is very dynamic and we have to react to changes in real-time. Hence, the data, though not everything at once, is definitely useful in different situations.

How is mobile advertising helping LINE India to reach out to its existing and potential users? Is there something new you are planning for reaching out your users on mobile?

Mobile advertising is extremely important for us. It forms an integral part of our campaign planning. We are looking forward to try out new techniques and options in the future to make our advertising more effective.

Coming to the second part of your question, frankly, we don’t follow the industry; we sit down with tech architects of top mobile companies to figure out how we can sharpen our targeting.

We have real-time problem statements and our job is to create solutions for them. We are not following a trend; we are setting a trend here. We keep on slicing, dicing and targeting people to make our marketing more effective. The user behaviour keeps changing and we have to make informed experiments based on the limited past data we have to adapt to the change.

So if something doesn’t work, you go back to the drawing board to rework?

In this industry, we are always on the drawing board. Everything is real-time.

With this, he signs off.

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