Masala Digital

Marketing Masala in the Digital Age

Mumbai Terror and the role of new media

Mumbai suffered one of its worst terror nightmares these last 3 days when armed terrorists took over strategic spots in Mumbai, leading to a bloodshed yet unparalleled in its gruesomeness.

While the terror attacks received worldwide media coverage, it was no less covered extensively by citizen journalists and common people who used a host of digital mediums to add to the story. Internet, and new media tools, came on the forefront as reliable tools to track the terror drama.

wiki_mumbaiA wikipedia page was constantly updated by vigilant users, providing a single point of reference.

Many twitter feeds contributed to real-time reporting & status update, which were utilzed heavily by the administration, media as well as citizens to get regular updates as well as channelize real-time help.

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Twitter feed for Mumbai

Twitter-fed list of useful local numbers

Post the attacks, these feeds have become the buzz-ground for discussions, opinions and to plan next steps to solve the problem at its roots.

image A google maps page also became a ready reference guide, especially for people outside India to get a real-life perspective of where and how things were happening.

image Vinu’s photostream was picked up by Fox News & CNN as well as multiple channels to provide real-time updates on all that was happening.

image Over 2000 videos have flooded youtube post the attacks.

image The MumbaiHelp blog has updated lists of all relevant helpline numbers as well.

30% of Leisure time being spent Online: TNS

via audiencematters

A TNS global survey entitled Digital
World, Digital Life, probing online behaviours and perspectives shows
that, on average, people across the 16 countries surveyed are spending
close to a third (30%) of their leisure time online.

It appears we like our 30% digital time regardless of how much free
time we have.

Digital World, Digital Life found that respondents with
up to 2 hours leisure time each week day, spent the same proportion of
their leisure time online as respondents who had between 7 and 8 hours
of leisure time on a week day.  This means there is no direct link
between the amount of leisure time we have and how much of it we spend
online.

What are the top 5 activities that people undertake while online?
TNS asked people to identify a range of activities in the month before
they took the survey.

A total of 81% had used a search engine to find
information; 76% had looked up the news; 74% had used online banking;
65% had looked up the weather; and 63% had researched a product or
service before buying it. These activities are all inherently very
practical.

The highest ranking classic leisure activity – “watching a
video clip” – only came in at number 8, with half (51%) saying they had
done this in the past month. Another leisure activity – “listening to
an audio clip” – came in at number 10 (44%).

Arno Hummerston, Managing Director, TNS Global Interactive, said:
“If our leisure time is so precious, then why do we on average spend
almost a third of it using the internet? We believe it is because we
are making more efficient use of our valuable time, specifically by
using the internet – thereby allowing us to fit more into our lives.
Being online helps people fulfil certain tasks and activities quickly
and efficiently. By spending productive time online, we are actually
making more time for leisure. With more social and entertainment
activities available online, it is also easy to understand why our
lives are becoming more digital.”

Who and where are the most avid onliners in the world? Younger
people under 25, as might be expected, are seriously engaged with
online life. The under 25s surveyed in the report say they spend well
over a third (36%) of their time online. On average, Chinese
respondents under 25 spend half (50%) of their leisure time online.

If the world is to take its lead from Japan and Korea – countries
that are seen as being innovative and pioneering in the online world –
then we can expect to spend even more time online. In those countries,
respondents say they currently spend on average around two-fifths of
their leisure time online.

There are particular groups of people that are more avid users of
the internet than others. For example, across the 16 countries
surveyed:

students spend 39% of their time online.

US Housewives spend 38% of
their leisure time online while in the UK, this was even more pronounced
with almost half (47%) of housewives spending their leisure
time online.This might be explained by the rapid expansion of online
food shopping, particularly in the UK where online shopping expenditure
in general now tops £1 billion per month (Source: Mintel 2008).

The Digital World, Digital Life survey also underlined that mobile
handsets are frequently used to connect to the internet.

Worldwide, 1
in 10 respondents surveyed say they connect to the internet once a day
via mobile handsets. But Asia’s adoption trends imply significant
growth prospects. Among the Japanese and Chinese respondents to the
survey, for example, over a quarter of people access the internet over
mobile connections at this once-a-day frequency.

Gmail goes video

Here’s the deal as I see it with Google..

These guys have taken the idea of “disruption” to an all-time high…having turned it now into a web-statement of sorts.

First it was gmail…launched in a market where hotmail & yahoo were kings, usa.net had gone paid, rediffs of the world were trying hard to get attention….basically a very crowded & highly competitive market. So google walks in & “disrupts” the proceedings – 1GB mailbox, by invite only.

2 propositions that turned cult in 5 minutes…EVERYONE wanted one, EVERYONE wanted to have those invites to give out..

So email was great, beating IM was next to impossible, with nearly ALL of us active on either Hotmail or Yahoo messengers. The solution – Disruption again.

Suddenly IM was on email…made sense, didn’t it? You logged in to check mail and logged in your IM around the same time..by combining the two, gmail made Internet communication one seamless experience, and NOBODY has been able to replicate that! And then they even went voice – along with the two other biggies, but essentially kept up with the user experience expectations.

Oh and then there are these 1000s of other benefits – POP access (yahoo pay attention..msn burnt their hands), easy UI..all that & more, that basically started settings standards.

Finally, they have probably put a huge big nail in everyone else’s coffin (not the last one I presume) by going video (MSN/Skype had it)…within Gmail..disruption all over again. And great timing too, considering webcams cave become standard pre-installed accessories only recently!

It makes sense to visit the church of google, I say!

Launched: India’s own Laptop Community

Through the years, Indian consumers have gotten used to the fact that if they want to find out more about laptops, they only have two options:

1. Read international reviews & opinions, a lot of which may not be applicable to India

2. Tread the dusty Nehru Place (New Delhi) or equivalent lanes in the city and dodge the dodgy hardware shops and hope to get a good deal

Both are impractical and unfriendly options, and more often than not, the only savior is the IT department admin at your place of work or Word-of-Mouth via friends. The only problem is that these routes can only yield limited info and hence, limited results.

Thankfully, India now has its own laptop review site – with Indian content, products that are available in India, best laptop deals and more.

image

http://laptopcommunity.com/ is a community review site designed purely for Indian audiences and their needs. Still in its infancy, and hence beta (!), the site already has 100s of laptop models reviewed including the latest hp laptop, Dell, Apple & Acers of the world..and a list of models rated prominently basis their popularity with users. There is also an integrated discussion board (PhPBB based forum), product videos, Q&A, latest India-specific news & new launch info and some well written & regularly updated articles relevant to the site’s content.

Users who consider themselves laptop experts can join the community as experts to guide others. I am joining for sure…think I have had enough of providing gyaan to all & sundry, and it wont hurt to spread my wings a bit! Brands can look at the site as a niche opportunity to advertise their products to a bang-on TG…makes sense.

Try it out..and do leave a comment here about how you find the experience!

Google’s 10^100 Project

As Google turns 10 they celebrate with an attempt to make a difference.They have officially announced the launch of the Google Project 10^100, on the Google blog.

Here is what they have to say:

To mark our 10th birthday and celebrate the spirit of our users and the web, we’re launching Project 10^100 (that’s “ten to the hundredth”) a call for ideas that could help as many people as possible, and a program to bring the best of those ideas to life. CNN will be covering this project, including profiles of ideas and the people who submit them from around the world. For a deeper look, follow along at Impact Your World.

During the next three months, the Internet search company will solicit world-changing ideas from anyone, anywhere, no matter the size or scope and will reward the top five ideas with $10 million to see their projects come to life. Google will select the 100 best ideas before having the public vote for the top 20 semifinalists in late January. Five finalists will split the $10 million, which Google will give to them to help get their projects off the ground.

Watch the video:

The categories for entry seem to be primarily humanitarian aid innovations, including things like water solutions for rural villages in developing countries, and solutions for bringing wireless internet to disconnected rural areas.

If you have ideas that you feel can help make a difference to the world, now is your time to act.

About MD

Masala Digital is not just about Digital Marketing - it's about marketing in the digital age. The defining lines of marketing that segregated ATL, BTL & Digital hardly hold any water in the age of integrated marketing that assimilates effective practices across all available mediums to create truly integrated ideas. Masala Digital is the platform for sharing, collaborating and participating to add wings to these thoughts. You too can contribute..check out the "Contact Us" page for more information.