MidasTouch

March 2016Reflecting splendid thoughts

MidasTouch

MD'sVoice

Point ofView

Social Media - the in thing

CONTENTS

CONTENTS

Goldminetriumphs

Creativeechoes

Dear Friend,

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It is nice to know that one of our accounts, Unique Identification Authority of India, instrumental for issuing identification for each resident in the country, popularly known as Aadhaar , has been accorded legal validity

through a recently passed bill in the Lok Sabha. This is exactly what the UPA government should have done right in the beginning, when it appointed Nandan Nilekani to create the technology framework for a biometric ID. Unfortunately, then, the Supreme Court had raised the right to privacy concern, and Aad-haar was always considered voluntary.

MD'sVoiceMD'sVoice

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Madan Singla,Managing Director

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This time around, the government prudently tabled the Aadhaar legislation as a money bill in the Lok Sabha thereby circumventing the Rajya Sabha. The Upper House has a limited role in a money bill. It cannot block or alter the legislation. All the same, one has got to give it up to the NDA for making the Aadhaar legisla-tion one of the most important ones in the recent times, as it can be used to transform India’s appalling quality of governance. Aad-haar is a decisive step towards a financial system where money is dematerialised, value is transferred electronically and the lack of cash makes corruption unrewarding.When Aadhaar is combined with universalisation of banking and communication through mobile telephones, we have a historic opportunity to transform the leaky and corrupt distribution of welfare. Instead of physical distribution of fertilisers or food grains (which is considered unpredictable), governments will have the opportunity to transfer cash or food stamps. The benefits of a transition to direct transfer are twofold: price distortions in the economy will end and people will be liberated from local power brokers. And the biggest advan-tage of all is social and economic justice.The example of Aadhaar should be a case study for organisations to ensure humane, practi-cal, transparent and accountable corporate governance. An important aspect of corpo-rate governance is justice. Organisational justice in performance appraisal system impacts employee satisfaction. Universally, employees appreciate the setting up of high-

est ethical standards, where justice is seen and done. The cornerstone of good employ-ee relations is based on fair and consistent treatment to all employees, the advantage of which is commitment to job and loyalty to the company. Conversely, a sense of injustice can result in change in attitude and drop in pro-ductivity. Increasing productivity is a critical goal in business and HR has a strategic role to play in this regard. In fact, corporate strategies are being designed to build productivity and commitment where dispensation of rewards and incentives has been made transparent ensuring minimized discretionary powers to reduce possibilities of bias or prejudice. Peter Drucker says, “Nothing is less productive than to make more efficient what should not be done at all.” In other words, organisations that remain vital are those that let their employees know they are needed. And the art of show-ing employees they are valued is through organisational justice. Undoubtedly, organisa-tional justice is the Aadhaar of employee morale, engagement and productivity.m

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In our world there are enough examples of products being pitched we don't need - diet pills, cigarettes and of course beauty creams. Amongst these one of the hidden unethical

advertising ways goes to subliminal advertising. Subliminal advertising consists of flashing a single frame in the middle of an innocuous advertise-ment, too short to be generally perceived

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Point ofViewPoint ofView

SUBLIMINALADVERTISING

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advertising ways goes to subliminal advertising. Subliminal advertising consists of flashing a single frame in the middle of an innocuous advertise-ment, too short to be generally perceived

actively but which supposedly registers in the subconscious. The idea is far from proved; infact, there exist multiple studies disproving its effectiveness. Yet, as an advertising prac-tice, it can take the top spot in unethical adver-tising practices. Our  subconscious beliefs, which we cannot easily understand or change, motivate many of the decisions we make. Some companies use manipulative  branding techniques that create untrue asso-ciations between their  products and some deep human desire —  like sex or social status — with the goal of having the viewer establish this connection  unconsciously.

The desired result, presumably, is that the con-sumer will then buy the product with the mis-guided intent of fulfilling said  desire. At the end of the day it’s all upon us, what we want to sell? And how we want to sell? Coz whatever we sell or in whichever way we sell, everything is going to come to back to us, so if we sell through negative energy the adverse effect of it will come on the society and to our home as we are also the part of it. Now is the time we should decide whether its profit that matters most to us or it’s the ethics or humanity we live for? Choice is ours and so will be the conse-quences.

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Dictionary.com defines Social media as web-sites and other online means of communi-cation that are used by large groups of people to share information and to devel-op  social and  professional  contacts. And many businesses are utilizing social media to generate sales. Social media is absolutely critical in the advertising and promotion of any business these days.. However you have to ask yourself, why is social media hugely successful for some people whilst it is, at best, a time drain for others? The answer is how you leverage the medium. To some entrepreneurs, social media marketing is the “next big thing,” a temporary yet powerful fad that must be taken advantage of while it’s still in the spotlight. To others, it’s a buzzword with no practical advantages and a steep, complicated learning curve. Because it appeared quickly, social media has devel-oped a reputation by some for being a pass-ing marketing interest, and therefore, an unprofitable one. The statistics, however,

illustrate a different picture. Around 92% of marketers in 2014 claimed that social media marketing was important for their business, with about 80% indicating their efforts increased traffic to their websites. And around 97% of marketers are currently partici-pating in social media—but 85% of partici-pants aren’t sure what social media tools are the best to use. This demonstrates a huge potential for social media marketing to increase sales, but a lack of understanding on how to achieve those results. Here’s a look at just some of the ways social media marketing can improve your business: Increased Brand Recognition Every opportunity you have to syndicate your content  and increase your visibility is valuable. Your social media net-works are just new channels for your brand’s voice and content. This is important because it simultaneously makes you easier and more accessible for new customers, and makes you more familiar and recognizable for exist-ing customers.

The Importance of Social mediain Advertising is increasing

Social Media- the in thingSocial Media- the in thing

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For example, a frequent Twitter user could hear about your company for the first time only after stumbling upon it in a newsfeed. Or, an otherwise apathetic customer might become better acquainted with your brand after seeing your presence on multiple networks.These days, it isn’t enough to have a website for your business – your digital storefront extends to social media marketing sites like Facebook and Twitter, and it’s time to start capitalizing on it. If your company still doesn’t have a Twitter account or a Facebook fan page, it’s time to get with the program and bring yourself up to speed (or risk falling behind your competition). You get to see your target market, up close and personal.  You can respond to problems immediately.  Your competition is Tweeting and Facebooking like crazy. People are recep-tive to your messages.  It will get you more sales You will find customers you didn’t know existed. Customers you didn’t know existed will find (and buy from) you.  It’s free and the social media marketing arena is a fairly level playing field! What’s in a social media profile? We say hidden opportunities for brand market-ers to target a prospective customer based on his/her interests, behaviour, and much more. Emergence of data has empowered advertis-ing partners with access to various trend curves, which helps optimise the efficiency and relevance of campaigns and add value to targeted advertising. Modern businesses lean towards online advertising as a budget-friendly and quick medium to reach out to their target audience. With the emergence of social media, mobile Internet surfing, and usage of mobile applications, banner ads on the web saw a steady decline, with consumers turning a blind

eye towards that spot, leading marketers to look out for alternative mediums to connect with their relevant active target audiences on digital. With a majority of Internet users spending time on social media platforms and browsing beautifully crafted interactive web-sites and mobile applications, online advertis-ers turned to platforms that provided them targeting based on consumer demographics and usage patterns. Mobile targeted ads have risen as the clear winner when trying to tap the on-the-move consumer.In short, social media advertising platforms make targeting more relevant and deliver more value when it comes to results. With demographic level targeting, interest and behaviour level target-ing, mobile level targeting; the effectiveness of the ads and the chances of them reaching interested customers is dramatically higher. It also allows the advertising networks to keep track of a large amount of data pertaining to a user’s online behaviour to targeted ads speci-fically. So, like everything else in the world, everything has its pros and cons, social media also has. However, turning a blind eye to it in today's digital day and age, might prove greatly disadvantageous and even self-de-structive because every advertiser desiring to make a mark in the market is now asking for a digital solution, a digital campaign. And the trend is increasing by the minute as you read.

Jayadev Dutta,New Delhi

As said earlier, 2016 has stored awesome victories for us, hard work has paid off! We have indeed won multi-agency pitches in the beginning of 2016 itself! Our new account, iBhejo.com is an e-commerce portal that delivers  more than 100K global brands

across different categories. The work scope for the new account include social and digital media campaign strategy and execution. All the creative charges will be taken care by our Digital Media wing, D-Crypt.

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Goldmine wins Digital Marketing mandate for iBhejo.com

GoldminetriumphsGoldminetriumphs

Our Digital team has already started jotting down the creatives ideas and scribbling out of the box execution for iBhejo.com. Although, it’s our first time to handle an e-commerce portal, we trust the passion of our team to deliver the best. It would be great to work on creative campaigns with a motto to make a mark in the market with already existing competition. We look forward to give our best and deliver noteworthy campaigns on digital and social media. Mr. Starlin Rajan, Head (operation and e-commerce) at iBhe-jo.com said, “We are very keen on this collab-

oration and can’t wait to witness ideas come to life. India is growing and so is the e-com-merce market. We know Goldmine with its young and energetic team will work wonders for our brand. I am confident Goldmine will do a very good job.” Now, these inspiring words have given us more strength to work towards creating a memorable brand presence on dig-ital media for our client. Read the full Press Coverage here: http://www.exchange4me-dia.com/advertising/goldmine-advertis-ing-bags-digital-marketing-mandate-for-ibhejo.com_63671.html

Pooja Posane,Mumbai

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CreativeEchoesCreativeEchoes

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We eagerly await your viewsand suggestions on the makeover

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Disclaimer: The management does not warrant or assume any legal responsibilityfor the accuracy, completeness or usefulness of any information or views expressed inthis Newsletter. All sources and facts required for the articles are drawn from the net.