How it Works – Page 249

Microsoft overtakes Amazon, Apple tops Interbrand’s 2022 Best Global Brands rankings

Fans can look forward to witnessing the strength, endurance, and the intense competition during the Pro Panja League. (Representative image via Unsplash)

Apple emerged as the best global brand for the 10th consecutive year while Microsoft has moved up into second place, overtaking Amazon.

Indian brands are tuning into ASMR. Here’s why

Food and grocery delivery app Swiggy, through its recent set of films, has also used ASMR as its central theme. Through this new series, the brand has created mukbang videos. Mukbang, a Korean word, is typically videos of people eating a large quantity of food. Viewers can see and hear the mukbangers eat burgers, chaat, french fries, and a lot more, for three minutes. Brands like Nescafe, Vistara and SKODA India, among others, have also marketed their products by leveraging the power of ASMR in the recent past

ASMR also called “brain massage” has opened up an interesting style of storytelling for brands to reach out to a newer set of consumers.

Meta introduces new tools to help content creators monetize on Instagram

Meta also plans to expand the access to subscriptions on Instagram to all eligible creators in the U.S. This is to support creators earn predictable income and connect more deeply with their most engaged. (Representational image via Unsplash)

Users can soon support creators by buying their non-fungible tokens (NFTs) directly on Instagram.

TV ads top ranking for conveying a positive impression of brands: GroupM report

TV retains a unique strength in building brand equity. Around 73 percent of audiences believe it is a brand’s responsibility to control where their advertising appears, as per the GroupM report.(Representative image via Unsplash)

In the APAC region, ads played on TV are ranked on top for conveying a positive impression of brands.

Indian gaming industry clocked $2.6 bn in FY22, set to cross $8.6 bn by FY27: Lumikai Report

Coming to gamers in the country, Indian gamers spent an average of 8.5 hours per week on mobile games in FY22. Time spent on top midcore games is approximately double of that of top casual games, with Free Fire leading the pack with average of 109 minutes spent/user/day. (Representative Image via Unsplash)

A young population with growing gaming-ready smartphone ownership and access to cheap data has led to sustained growth in gaming in India.

Indian marketers have found a brigade of new brand ambassadors

Using employees in advertisements for marketing products and services is a cost-effective and smart way for a brand to develop a personal relationship with its target customers. Consumers are able to relate with the employee featured in the ad and form a trustful relationship.

Watch brand films from Swiggy, Marico, TCS, HDFC Bank, Trivago, The Whole Truth, Shaadi.com, that feature their in-house brand ambassadors – employees and founders.

Twitter’s chief marketing officer Leslie Berland logs out

Currently, marketers across the globe, are concerned about how the new leadership will pan out for advertising on the platform. 90 percent of Twitter’s revenue comes from advertising. A day before the acquisition, Musk had told Twitter advertisers in a note that he aspires for the microblogging site to be the most respected advertising platform in the world. (Representational image via Unsplash)

Berland is the latest executive to leave the social network, just after Elon Musk’s takeover.

Rs 5 lakh for a post: Finance influencers aka Finfluencers’ purses swell as content demand rises

Experts suggest that someday Indian finance influencers will come up with their own financial product where managing money would be easier. (Representational image via Unsplash)

As financial content is gaining popularity, finance influencers are seeing a sharp growth in their pay packages.

Are startup founders altering the way brands are built?

Startups have emerged as one of the key spenders in the advertising expenditure (AdEx) second only to big players such as FMCG and auto. (Representational image via Unsplash)

Startup marketers have been often blamed for employing “earn and burn” strategy over long-term brand building when it comes to advertising.

Elon Musk’s Twitter takeover raises concerns among marketers

Elon Musk, who earlier this year had dropped the plan to acquire Twitter citing a high number of fake accounts on the platform, had said that advertisers would not be able reach the customers they intended if Twitter was flooded with bogus accounts. According to Musk’s statements earlier this year, 10% of the platform’s daily active users who see ads are inauthentic accounts (Representative Image via Unsplash)

General Motors suspended its paid advertising on Twitter after Musk’s takeover, saying that the platform will change now and that it wants to understand the direction Twitter will take.