The use of this site and the content contained therein is governed by the Terms of Use. When you use this site you acknowledge that you have read the Terms of Use and that you accept and will be bound by the terms hereof and such terms as may be modified from time to time.
All text, graphics, audio, design and other works on the site are the copyrighted works of nasscom unless otherwise indicated. All rights reserved.
Content on the site is for personal use only and may be downloaded provided the material is kept intact and there is no violation of the copyrights, trademarks, and other proprietary rights. Any alteration of the material or use of the material contained in the site for any other purpose is a violation of the copyright of nasscom and / or its affiliates or associates or of its third-party information providers. This material cannot be copied, reproduced, republished, uploaded, posted, transmitted or distributed in any way for non-personal use without obtaining the prior permission from nasscom.
The nasscom Members login is for the reference of only registered nasscom Member Companies.
nasscom reserves the right to modify the terms of use of any service without any liability. nasscom reserves the right to take all measures necessary to prevent access to any service or termination of service if the terms of use are not complied with or are contravened or there is any violation of copyright, trademark or other proprietary right.
From time to time nasscom may supplement these terms of use with additional terms pertaining to specific content (additional terms). Such additional terms are hereby incorporated by reference into these Terms of Use.
Disclaimer
The Company information provided on the nasscom web site is as per data collected by companies. nasscom is not liable on the authenticity of such data.
nasscom has exercised due diligence in checking the correctness and authenticity of the information contained in the site, but nasscom or any of its affiliates or associates or employees shall not be in any way responsible for any loss or damage that may arise to any person from any inadvertent error in the information contained in this site. The information from or through this site is provided "as is" and all warranties express or implied of any kind, regarding any matter pertaining to any service or channel, including without limitation the implied warranties of merchantability, fitness for a particular purpose, and non-infringement are disclaimed. nasscom and its affiliates and associates shall not be liable, at any time, for any failure of performance, error, omission, interruption, deletion, defect, delay in operation or transmission, computer virus, communications line failure, theft or destruction or unauthorised access to, alteration of, or use of information contained on the site. No representations, warranties or guarantees whatsoever are made as to the accuracy, adequacy, reliability, completeness, suitability or applicability of the information to a particular situation.
nasscom or its affiliates or associates or its employees do not provide any judgments or warranty in respect of the authenticity or correctness of the content of other services or sites to which links are provided. A link to another service or site is not an endorsement of any products or services on such site or the site.
The content provided is for information purposes alone and does not substitute for specific advice whether investment, legal, taxation or otherwise. nasscom disclaims all liability for damages caused by use of content on the site.
All responsibility and liability for any damages caused by downloading of any data is disclaimed.
nasscom reserves the right to modify, suspend / cancel, or discontinue any or all sections, or service at any time without notice.
For any grievances under the Information Technology Act 2000, please get in touch with Grievance Officer, Mr. Anirban Mandal at data-query@nasscom.in.
It is safe to say that traditional media is no longer effective on its own. In his book, Understanding New Media, Robert Logan refers to new media as digital media that is interactive, incorporates a two-way communication and involves some form of computing as opposed to old media such as telephone, radio and television.
New media, a highly interactive digital technology, is changing the way people across the world are entertained and fed information. The old media relies on a push marketing approach where there is little or no scope for brand-consumer conversations. On the other hand, new media is all about interaction with the consumers, in real time, and this is changing the face of marketing for every organization.
Tailoring together the right channels to get ahead of the curve
New media allows one to customize and link content from one platform to the other. Based on what a consumer values the most, organizations leverage channels like emails, blogs, social media, virtual reality, to grab eyeballs and remain in close proximity to its customers. This helps the brands to recognize what works best for them, foster the relationship and then get customers to the sales funnel. Most brands nowadays, invest in developing brand stories and connect with their audience in real time and on a personal level. This allows the young brands to leapfrog the large and established brands in a matter of time.
The efficient use of new media techniques helps the up-and-coming businesses to carve a niche of their own and create a strong, loyal customer base by creating content that is valued by them.
New media allows for social listening. Social listening helps the brands to keep a track of the trending conversations happening around your brand and/or products and can help you go a long way in developing effective business strategies. Brands are putting in conscious efforts towards understanding their audience by retrieving relevant data to enhance the experience of their audience.
Let us take a look at some of the top brands in certain industries that are efficiently leveraging new media techniques to capture a huge customer base.
Nykaa went all out when it came to new age marketing
Nykaa started out as an e-commerce platform for beauty products in 2012. Since then, it has launched its own range of cosmetics and wellness products and has over 35 retail stores all across India. It works on an inventory-based model with warehouses in Mumbai, New Delhi and Chennai. It claims to have 35,000 products from over 850 brands.
Nykaa has witnessed a revenue growth of 15x in the last 4 years and is giving a strong competition to the global cosmetic brands. It has also ventured into the fashion and lifestyle industry, increasing its website visitors to 40 million, a month. In just one year, the brand saw a growth in its revenue from $74 million in 2018 to INR $152 million in 2019. The premium and luxury segments account for 60% of its revenue; and the cosmetics and skin care for 75% of its total revenue.
How did Nykaa do this?
Nykaa got the timing right in launching a beauty e-commerce platform. The market had been tested by its competitors, many of whom had failed, and the consumers were ready to spend online. Their primary target audience is women between the age group of 25-35 years. To appeal to their target audience, the brand relies on social media platforms, influencer marketing, google ads, to promote their website. They curate high-quality content which has gone down well with the audience.
Nykaa has employed the following marketing strategies:
Content Marketing
Nykaa produces high-quality content and keeps the users engaged through interesting content on its blog and social media, driving many customers to their website. They also send personalized mails to customers.
Influencer Marketing
Nykaa collaborates with beauty influencers, MUAs, vloggers to promote their product launches, and offers. It has recently signed Jhanvi Kapoor as their brand ambassador who also pushes out content for Nykaa through her social media.
Nykaa TV
Nykaa has a youtube channel by the name of Nykaa TV that provides high-quality video content and expert advice on using cosmetics and fashion products and to keep up with beauty trends around the world. They have many “how-to” videos to help their users and customers.
Social Media
Nykaa is present on various social media platforms like Instagram, Facebook, Twitter and YouTube, for sharing content and for lead generation. It also runs extensive promotions like offers and discounts through their social media handles.
Experts on Website
Nykaa has more than 25 Nykaa experts who give answers to the fashion related queries online.
Online Advertising
Nykaa makes use of search engine advertising as well as paid social media advertising. Their monthly traffic on the website is about 17 million with a conversion rate of about 2.5% – 3%.
Omnichannel
Nykaa has a website and an app which accounts for 60% of the orders placed. It also has more than 35 physical stores.
Colourpop
Similar to Nykaa, Colourpop, in the west, is quickly becoming the beauty brand to beat. The brand grew in revenue by 300% in 3 years to $22.4 million by capitalizing on new media channels like YouTube, Tumblr, Instagram. The brand has become viral on social media. Colourpop mainly leverages influencer marketing to increase their follower base on their social media. The brand boasts of around 8.9 million followers on Instagram and gets daily mentions by vloggers and makeup enthusiasts.
Colourpop has consistently ranked as the #1 color cosmetics brand in the US on The Cherry on Top Beauty Report through March 2019 to February 2020
Source: Cherry Pickai
Paper Boat used digital to take its target market back in time
Paper Boat is a fruit pulp based beverage that focuses on the ethnic drinks segment. Starting with just two variants – aam panna and jaljeera the product was positioned to bring back traditional drinks of India albeit with a contemporary touch.
Paper Boat used only digital media to promote the brands for the initial two years. There was consistent use of social media to spread awareness about its products, packaging and brand story. Their unique brand story and association of products to “childhood memories” and creative use of digital media led to it becoming a popular brand in a short span of time.
In July 2015, the Paper Boat brand was valued at $100 million. The brand introduced new flavours and even changed the cap of the packaging with the feedback received on social media. With constant innovation, strong distribution and attractive packaging, Paper Boat is all set to capture a lucrative market share of the Indian beverage industry.
Epigamia leveraged online celebrities to grow bigger
Epigamia is a greek yogurt brand started in 2016 by Drums Food International. The product is positioned as a “Hero of small hunger”, an ideal healthy 4 pm snack for young people. The brand focused on its digital media strategy to educate its target audience about its nutritional benefits.
Epigamia has launched various campaigns on social media to promote its products. One of the most popular campaigns was #yourhappybalance. Epigamia has used social media in creative ways over a period of two years. They used Gobble, a popular website for Indian recipes, to enable the audience to understand the different ways it can be used. Epigamia has also been promoted through videos on FilterCopy and Dice Media. It has also used gaming platform Loco and on-ground activities to amplify the content.
These activities have resulted in Epigamia becoming a household name among the audience. The brand has also witnessed a huge boost in brand awareness and intent – the brand was recognized and garnered a lot of demand online and offline.
“Digital gives us reach, frequency and ability to always be on” – Siddarth Menon, CMO, Epigamia.
New media platforms are favoured the most by mass premium brands
OnePlus, in India, has positioned itself to appeal to users of high-end phones and undercut rival products on price, despite closely matching them on specifications. This Chinese mobile brand has carefully decided its branding and marketing strategies for communicating its value propositions which led to OnePlus becoming the number 1 selling smartphone in the Indian market.
*market share of smartphones in India*
OnePlus has captured a huge market in only 4 years. In 2019, OnePlus led the premium smartphone segment in India with 33% market share retaining its no.1 position whereas, surprisingly, Samsung stood at 26% and Apple at 25%.
The reason behind the quick success of OnePlus are the key strategic decisions like ergonomic product, premium features to match high-end phones, competitive pricing and their marketing strategy. With the launch of campaigns like “Smash the Past”, employing influencer marketing, celebrity endorsements, tie ups with Ola, Amazon, AirAsia, theatre screenings, pop-up stores, television ads, etc., OnePlus has surely gained an edge over its competitors.
Source: Twitter
Sensing the growing popularity of new media, established brands are also changing their marketing strategies and are focusing more towards digital media strategy.
Companies are switching their marketing strategies globally and adopting digital and new media. It is the rapid change in technology that is leading to change in consumer behaviour and brands have to cope with this change in behaviour by upping their marketing game.
And although it’s highly unlikely that television and print will go away anytime soon, new media channels are rapidly gaining momentum. Digital has already proven to be an effective media for hyper-personalized highly targeted marketing, and it will only continue to evolve.
That the contents of third-party articles/blogs published here on the website, and the interpretation of all information in the article/blogs such as data, maps, numbers, opinions etc. displayed in the article/blogs and views or the opinions expressed within the content are solely of the author's; and do not reflect the opinions and beliefs of NASSCOM or its affiliates in any manner. NASSCOM does not take any liability w.r.t. content in any manner and will not be liable in any manner whatsoever for any kind of liability arising out of any act, error or omission. The contents of third-party article/blogs published, are provided solely as convenience; and the presence of these articles/blogs should not, under any circumstances, be considered as an endorsement of the contents by NASSCOM in any manner; and if you chose to access these articles/blogs , you do so at your own risk.
In the rapidly evolving world of cryptocurrencies, marketing strategies need to be as dynamic and adaptable as the technology itself. One-size-fits-all approaches are increasingly ineffective in a global market characterized by diverse cultural,…
Imagine this: You walk into a store, ready to drop some serious cash. But the second you ask a question, the salesperson gives you a blank stare. Frustrated, you head online, only to navigate a customer service maze that feels designed by Kafka…
The way we access the internet has completely transformed in recent years. Mobile browsing has skyrocketed, with smartphones becoming our go-to devices for everything from checking news to shopping online. But this shift has exposed a major problem…
In today's fast-paced digital landscape, small and medium enterprises (SMEs) face significant challenges in keeping up with technological advancements and the demands of their customers. Traditional software development methods can be time-consuming…
Cloud hosting has become an essential element of modern digital transformation strategies, yet managing its costs effectively is critical to unlocking its full potential. In 2024, global cloud expenditure is projected to reach $482 billion, up…
Digital transformation in the manufacturing industry involves integrating advanced digital technologies into all areas of the manufacturing process to fundamentally change how businesses operate and deliver value to customers.
Here are some key…
