How it Works – Page 278

Engineering the viral: The science behind meme marketing

The post quickly went viral, with more than 273K views and 4.6K likes on X (Twitter). (Image source: News18)

Can viral memes be manufactured? Meme marketing companies would certainly say yes to that question.

How deep is your love for deepfakes? We ask marketers

Nasscom’s Generative AI Foundry programme is aimed at nurturing technology startups in the AI domain to elevate India's standing in the global Generative AI startup landscape. (Representative Image via Unsplash)

How AI-driven technologies like deepfake are being deployed in advertising campaigns and why some agencies and marketers are thrilled about it. But it’s tricky territory.

ASCI reports 385 Virtual Digital Asset ads with influencer disclosure violations; 296 Binomo ads needed modification

The top six violative categories included emerging sectors such as gaming and cryptocurrency. (Representative Image via Unsplash)

ASCI’s Sector Report Card shows that 48 percent of the ads that were processed were published digitally, and 29 percent of the complaints that were filed involved influencers.

Will Qatar’s humanitarian crisis impact FIFA World Cup sponsorship?

Over 3.5 billion viewers tuned in to watch the last edition of the FIFA World Cup held in Russia. (Representational Image via Unsplash)

While globally FIFA might have to face soft boycott from a section of brands, in India there might not be much pushback as a select few brands associate themselves with the tournament.

How brands are making the most of the modern avatar of sports fans

A recent report by Ormax Media says India’s sports viewing fan base is 136.3 million while 317.8 million Indians are active players of at least one outdoor sport. (Representational Image via Unsplash)

Marketers are taking fan engagement in sports to the next level with apps, games and NFTs.

India’s ad market to grow by 16% in 2022: Dentsu International report

Globally, advertising spends are expected to increase by 8.7 percent in 2022, with ad spending in Asia-Pacific alone anticipated to reach $250 billion, according to the latest Dentsu ad spending forecast. (Representational image via Unsplash)

Globally, the Americas top advertising spends for 2022. At 16 percent growth, India will stay ahead of the US (12.8 percent growth) and Brazil (9 percent) as the fastest growing market.

Cultures lacking empathy & work-life imbalance leaving employees burnt out and broken in digital marketing

Unrealistic client expectations and demands contribute to the woes of people working in digital marketing agencies, which are facing high employee attrition rates. (Representational Image via Unsplash)

Bad practices plague the digital marketing industry, fuelling post-pandemic employee burnout and contributing to high attrition rates at firms. Here’s what’s broken and how to fix it.

Micro-transactions leading revenue stream for digital publishers

Experts suggest that micropayment helps in user retention and ultimately leads to more subscription and ad revenues. (Representational image via Unsplash)

After seeing immense growth in traffic in the last two years, digital publishers are now focusing on micro-payments that are emerging as a new revenue channel alongside subscription and advertisements.

Making of a smear campaign and the dark side of digital marketing

Advertising tactics similar to this incident have been implemented by various Bollywood stars and big brands, often causing consumer backlash and disillusionment. (Representational Image via Unsplash)

Smear campaigns are designed differently than regular campaigns and can run from one or two days to several weeks.