8th November 2016 is an unforgettable day not only in the Indian History, but worldwide. Leading media houses, on the one hand, were preparing for the US presidential election results and here in India, the Honorable Prime Minister Mr. Narendra Modi had something really big to explode to grab the attention worldwide.
Around an hour of speech and everyone was stunned! It was huge!
The verdict came as the demonetization of Rs. 500 and Rs. 1000 currency notes.
Without a doubt, it is one of the most courageous moves made to fight against corruption.
Are you overwhelmed with loads of similar posts on Demonetization talking about its positive/negative impacts, appreciations, and criticisms? Well, me too!
So rather digging deep in proving this move right or wrong, let’s see it from a different perspective.
Whether you are an experienced digital marketer or young marketing scholar reading this, you will find this piece interesting because it unveils how brands seize the crucial moments for brand promotion.
Let’s get started…
Marketing on Social Media Platforms
Social media platforms today not just allow people to connect with their friends and family but have become an ultimate source of information. The way these platforms have evolved over the years due to advancement in web-based technologies, no surprise why they have become the prime destinations for marketers.
Today, you can find influencers, celebrities, and brands using this platform for launching movie trailers, promoting offers, building engagement, driving traffic, supporting causes, running contests, and much more.
Marketers use every form of interactive content including videos, podcasts, articles, blogs, infographics, and compelling images for promoting their brand in the best possible ways.
Reason (s)?
Interactive content is the future of content marketing!
The decision of scrapping the currency notes of Rs. 500 and Rs. 1000 was something huge and set social media in a frenzy. Platforms like Facebook, Twitter, and chat application Whatsapp were flooded with thousands of posts in real-time. This is the power of social media!
These platforms can make anything viral within seconds, and this is the reason why marketers leverage them for brand promotion. Though, powerful social media strategy is crucial to creating a win-win situation for business.
Brands That Seized the Opportunity
What we saw on 8th November was the live example of real-time marketing. Within the 30 minutes of the announcement of the currency note ban, brands started promoting their offers in real-time with hashtags as they all wanted to seek attention and build engagement to boost their business.
Three months have passed away, and the promotion is still going on apace. Let’s take a peep at some brands to see how they are promoting their businesses using hashtags.
Paytm – A well-known mobile wallet through their social channels is motivating people to go cashless after demonetization as the country is suffering from the paucity of cash.
As reported by Business Insider India, Paytm is making Rs. 120 crore every day, thanks to demonetization!
Oxygen Wallet – One of the major payment solutions providers in India is too inspiring people to go cashless due to demonetization effect.
Olacabs – India’s leading online transportation company is inspiring people to enjoy cashless rides by allowing them to pay through Ola money. Further, Ola collaborated with YES Bank to provide cash through mobile ATM. They used hashtag #MobileATM.
Fortis Healthcare – A leading chain of super specialty hospitals in India is motivating people facing a dearth of cash to go for cashless treatment.
ICICI Bank – Being a multinational banking and financial services company headquartered in Mumbai is inspiring its huge customer base to go cashless by using #LiveWithoutCash.
MobiKwik – Again, a mobile wallet which lets people make online payments in a secure manner through its website and mobile app. It is also promoting its brand using hashtag #DeshKaWallet.
Takeaways
Stiff competition has taught companies to utilize every occasion to its maximum. Therefore, to survive in today’s online competitive space, you should know how to cash the moments.
In India, marketers seized the opportunity on Demonetization by smartly aligning their brand in real-time to build massive engagement. Various companies supported the decision and used hashtags like #BlackMoney, #Indiafightscorruption, #demonetization, #IAmWithModi along with #gocashless.
Closing Point
If you have not tried strategic brand placement in real-time events, then your strategies are outdated, and you are not aware of its exceptional benefits. Having a social profile on different platforms is not enough; you should utilize special moments to achieve the highest affinity for your brand.
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