Marketers have however
realized that until and unless there is an end-user engagement, the
brands do not really stand a chance in order to connect with its
audience
The question which comes
in every entrepreneur's mind is whether seeking an end-user engagement in
today's environment of information overload and digitization be considered as a
distant reality. Whether the marketers who are scouting for an alternative online
medium for the purpose of promoting the the brands aim in incentivizing
the end users . Whether incentivizing the end user be considered as
the new trend for engagement?
The purpose of this
article is to make the reader aware of the fact as to how can the
entrepreneur’s improve their end user engagement .
Nowadays , the brands
everywhere are however trying to grab the attention of its user base by however
packaging all the possible product information which is in a limited
space or time frame (read advertising), bombarding the audience with its
unwanted information and offers, which are however hopeful of
catching the eyeballs and also possibly generating the revenue.
In our time which is
overloaded by information and hectic lifestyle, there is however hardly
any time in order to ponder on any kind of promotional material
which is available on the numerous platforms until and unless there is
however a specific need for the product purchase or knowledge. In that
very case, there are thus over dozens of articles which are however
available online that however review the products or services
and also provide similar product comparisons. Nonetheless, advertisement
as a medium is considered as an important aspect of brand promotion and it
is irrespective of the promotional platforms.
On the other hand, the
digitization's impact on our everyday life is thus very evident with our
dependency which is on the smartphone usage. From the basic grocery
shopping to banking, smartphones today provide result in providing all
the possible avenues for the smart utilization of time and efforts.
With over 300 million smartphone users which are in India, marketers are
thus now generously diverting their budgets towards the digital platforms however
hoping in order to connect with their audience, and thus for the
past few years, the overall spend on the digital platforms by the
marketers has however only resulted in seeing an upward
trend.
Also all the brands aims
on focusing On the end-user engagement
"Marketers are thus
forever looking at the newer promotional platforms in order to
build a sustainable model that however drives higher ROI and the new
contest driven promotional platforms/apps are however providing them with the direct
consumer connect, measurable campaign, location, period & also an
audience based activity".
Many brands also thus
now focus on an end-user engagement as the marketers have thus
realized that unless there is an end-user engagement, brands generally do
not stand a chance in order to connect with its audience and also any quantum
of spend on advertising and also other promotional platforms do not also
ensure the desired outcomes.
Also the other important
user engagement tools like the Loyalty programmes are however
effective only if the end users thus believe it to be so. Many of the
marketers are however of the belief that 'brand loyalty' as a
concept is now dead and an effective user engagement tools are thus
still evolving.
User engagement however
as a concept also holds more relevance today with the increased
digitization and also the fiercely growing competition amongst the marketers.
Multiple media platforms, the growing smartphone usage and also 'me
too' apps have however crowded the mind space of the users.
Lately , there has been a
new trend of incentivizing
Many of the
marketers are thus now trying the newly conceived contest
linked user engagement tool wherein the participants are however
incentivized for their participation.
This new engagement tool,
which is however either website or an app, is thus designed as
information-based, contest-driven advertising/promotional platform that however
incentivizes the users for their every action with expensive and
branded gifts that are however ranging from online vouchers, two
wheelers, smartphones to the smart televisions.
For the brands, this thus
becomes a unique platform as it however results in providing
product information, instant audience connects, is thus measurable . It
can however either be location or audience specific and is thus
considered as an inexpensive medium in comparison to other the
traditional or digital platforms.
For the users, it is thus
a contest that is however based on the simple information
that thus allows them to win the expensive items. In order to encourage
self-participation, the medium is required to be incentivized for the valuable
time which is thus spent with the interesting offers that
however constantly appeal to the audience.
Market Scenario
Also , the market growth
in this segment is however slow but is also continuously growing with the
youth as its prime audience. Since these platforms are thus free for use and
also provide expensive gratification, the word of mouth publicity of such kind
of platforms is however higher amongst its audience.
In a nation like India,
which is however youth dominated with nearly 50% of its population below the
age of 25 and also however more than 65% below the age of 35,
apps/platforms like these however provide the marketers with time bound,
location based andalso information driven promotional activity with the
measurable outcomes in order to understand the impact of their
campaign.
However The growth
potential for such kind of platforms can thus be a direct
comparison to the digital advertising with the potential of however surpassing
them due to the important factors such as self-participation, higher user
engagement, end-user incentivizing, the low cost of participation and
also high returns on investment.
When it is compared to
pure selling on an online medium, the advertisers are needed
to reverse their ideology of 'view and buy' to however 'win or buy'
for thus a far more effective communication in the crowded marketplace.
If it is however presented
properly, it also offers the marketers a direct consumer connect
and also a great opportunity however for a more meaningful consumer-brand
engagement.
This article has been contributed by Simmi Setia, Content Writer at LegalRaasta, an online portal for GST Software, GST Return Filing, GST Registration, Section 8 Company Registration, Nidhi Company Registration, IEC Registration, Fssai License, File ITR Online.
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