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Global confectionery brand KitKat used Instagram to connect with a passionate audience in India, to drive brand awareness and message association. The challenge Each year, 12 billion KitKat fingers are consumed around the globe. KitKat is one of Nestlé’s most successful chocolate brands in India, with the brand recently releasing a premium “slow churned” chocolate, KitKat Senses. Nestlé wanted to use Instagram to amplify its ‘Celebrate the Breakers’ campaign, to drive awareness and message association (using website clicks and video views) among passionate 15 to 34-year-old Instagrammers. The solution Nestlé launched a new global advertising campaign to provide a fresh take on the well-known tag line ‘Have a break, have a KitKat’. The new concept focused on ‘Celebrate the breakers’, to recognize the many different types of breaks that ‘breakers’ take. The concept was captured beautifully using animated videos where each break was brought alive using KitKat finge...

After a couple of years waiting, and various algorithm fluctuations described as ‘normal turbulence’, Google has finally confirmed today that its Penguin algorithm update is rolling out in all languages. The last update in 2014 – Penguin 3.0 – may have only affected less than 1% of US/UK searches, but that ultimately translated to 12 billion queries. Here we’ll detail all the changes you can expect from Penguin 4.0 according to Google’s blog post . But first a little refresher… What is Penguin? According to Adam Stetzer in his post on the delayed Penguin update, Google first launched the Penguin update in April 2012 to catch sites spamming the search results. Specifically the ones who used link schemes to manipulate search rankings. Penguin basically hunts down inorganic links; the ones bought or placed solely for the sake of improving search rankings. Before Penguin, bad links were simply devalued and needed to be replaced in order to recover search rankings. ...

I was a mint-fresh graduate, terribly new to ‘computers’ and a Yahoo! fan when a college senior who was crushing on me asked me to check out another search engine. I promptly did and there opened a rather empty page with a logo using all primary colours declaring ‘Google!’ (Yes, with the exclamation mark) urging me to use it (and only it, said the tone) to search the web. And then there were more exclamation marks. How young and naïve were we! It was still a BETA version but that didn’t deter it from being quirky; it told me I could ‘feel lucky’ and I decided to test my luck by searching for my Cancer yearly horoscope. Yeah, droll. Google is home Eighteen years later, Google, now a strapping teenager who has thankfully lost that exclamation mark, is in our lexicon, in our grammar, in our sensibilities, in our jokes, in our bloodstream really. Google is home, with a still sparse homepage. As an aside, there is an apocryphal story about the homepage too. The homepage ap...

“I’ve missed more than 9,000 shots in my career. I’ve lost almost 300 games. 26 times I’ve been trusted to take the game winning shot and missed. I’ve failed over and over and over again in my life and that is why I succeed.” –  Micheal Jordan This is a sentiment which all founders in the Indian startup space will swear by. They have faced ridicule, disapproval and adversity before overcoming it all and building corporate empires. 1. Sachin and Binny Bansal – Flipkart For the Bansals, it’s a story of resilience. Flipkart initially would only sell books online. Sachin and Binny Bansal used to stand outside Gangaram Book Stores on Church Street and hand over Flipkart bookmarks to the people coming out of the shop. In order to make sure that their targeting was right, they would give bookmarks to only those who were coming out with books in hands; the people who have made purchases. Initially when their volumes were very low, their courier partners would refus...

Facebook is testing a variation of its Reactions in which users’ profile pictures replace the count of likes, etc. Reader Meg Coffey, managing director of Coffey & Tea, shared the screenshot to the right with SocialTimes.  A Facebook spokesperson said in an email to SocialTimes: This is a feature we’re testing to a small number of people globally. We don’t have any plans to roll it out more widely at this time. Have you seen anything similar? tell us in comment  source

Facebook is making purchasing through Messenger easier with a new "buy" button that lets users make payments directly in the app. The tool is being tested by several retailers, and the company is planning a wider launch this year. Roughly five months after Facebook opened its Messenger app to let retailers and brands to build e-commerce-enabled chat bots, the social network today launched Messenger Platform v1.2. The updated platform gives retailers more tools to drive shoppers to buy and makes it easier for shoppers to complete purchases through Facebook. Previously, to buy something like a bouquet through 1-800-Flowers’ Messenger bot, you had to click a button that took you out of Messenger to a web page where you had to type in your credit card and shipping information. It was annoying, especially if you had already attached that information to your Facebook Messenger profile in order to send and receive money from friends. Now, people can have Messen...

Consumers can access a website 24 hours and 365 days of the year. We know that the traffic coming to your website plays a crucial role in the ROI. Still, I have seen several small businesses neglecting the analytics part of the website while taking strategic decisions. What they don’t know is that website analytics could be a great marketing toolbox. By measuring and monitoring the Google Analytics metrics, businesses can have a successful marketing strategy. Let me explain you how: Audience location metric It reveals the geographic areas where the content of your website is reaching. If you see a majority of traffic coming from regions outside your primary geographic market, you may have to create new geo-specific strategies for the target audience. Audience engagement metric It shows how effectively your are capturing the attention of the audience. Also, you will get metrics of visitor’s visit duration, number of pages accessed, number of pages viewed etc. If ...