Categories
Digi Tech

OWN YOUR BRAND ON SOCIAL MEDIA TO SUCCEED

Written by Lourd Vijay – Digilah (Thought Leadership)

Founder of LVDS (Lourd Vijay’s Dance Studio)

Hear here if you are not upto reading!

https://open.spotify.com/embed/show/6ukAttNgIccm87g1oHMcWe?utm_source=generator

Social media has very drastically altered the world of business. Every entrepreneur or company has to constantly reinvent themselves to stay afloat; making it a challenge to comprehend the present trends, the ever-changing algorithms, the indecipherable analytics and the sudden upspring of agencies and social media marketers.

For small enterprises like ours that offer niche services like teaching dance, choreographies and performances, and predominantly catering to the hobby-classes market, social media has worked to be both a boon and a bane.

When it comes to delivering great content, dance as an activity and an art form fits perfectly to drive the kind of content that grabs enough attention, likes and follows, but then the big question is “does it bring a brand like ours a measured, tangible outcome?”

We, in the past have had an array of professionals, agencies, freelancers and interns with a social media background who have helped us with our presence but unfortunately the returns and benefits have been dismal. The ad spends have had no valuable outcome as the leads were largely irrelevant and were from a geographical region that wasn’t where we operated within. However, the influx of user-friendly and life-saving tools such as Canva for great creatives, IMovies or Inshot for video edits & Wix for intelligent websites, has lowered our dependence on social media professionals while also empowering us with a better sense of aesthetic. Functional tools such as these are the need of the hour.

My experience has made it very evident that organic growth is the only way forward in an industry like ours. Which means we need to churn out great content every single day. Our quest, hence, is to answer this sole question – “What is great content?”

Over time we have built a better hit-ratio for the kind of content we post. The turnaround time to interact with our followers has also improved drastically and our costs have reduced leading to faster and better ROI(Return on Investment).  This has obviously come at the cost of some preliminary investment in terms of time and resources. The effort seems to have paid off for now, which we hope continues until Metaverse decides to throw us off with new algorithm alterations.

Therefore, my learning’s from building my business through social media has been:

  • Look beyond vanity metrics, clearly stating your KPIs
  • Use reports and analytics to see what is working and what is not on a regular basis
  • Most important own your brand, personality and tone

Being optimistic, we hope to overcome the setbacks Covid has caused and evolve into a national brand and an enterprise that operates across varied geographies. The graduation to being a national brand would enable us to hire the brightest minds from the social media industry who can drive up value from the word ‘go’.

Until then, Canva is the tool for survival.

Categories
Ad Tech

An overview of Location-based Marketing

Written by Christian Geissendoerfer – Digilah (Thought Leadership)

Here we are in today’s world of Marketing 5.0, where technology and digital transformation play a significant part, it is essential that marketers leverage this to address customers’ needs and truly make an impact with their marketing strategies.

Over the past decades, the older approach to marketing at the local level has undergone a paradigm shift. Businesses are all required to adjust and adapt new technologies to keep up with the dramatic shifts in consumer behaviours.

Increasing brand awareness and position in the hearts of consumers has become extremely difficult, particularly in today’s fiercely competitive market.

  • How to increase revenue?
  • How to interact and attract customers to shop?
  • How to optimize marketing activities?

Those are problems that keep every business owner up at night but have yet been solved.

So how do businesses step up their marketing game? By integrating technological tactics to deliver their messages to target customers at a granular and personal level. In this article, we would like to discuss a new marketing strategy that is Location-based Marketing.

How does it work?

Location-based marketing is the technology of using location data that is shared from GPS, online transactions at shopping malls, grocery stores, or photos. Using this data, marketers will be able to reach their desired audiences with more relevant advertising and content. 

Location-based marketing works great for any and all retailers, brick and mortars, restaurants, and small local businesses. It is the best fit with these industries because of customers’ physical footprint, which synchronizes with location data. Based on their actual previous customers, marketers can create an exact set of lookalike audiences for their strategy, thus retargeting and driving those customers to return and increase loyalty.

Let’s take a deep dive into the reasons to use Location-based marketing.

Attract more customers and increase engagement

Location-based marketing can help attract more customers by bringing a business to the users at a time when they are interested in purchasing that business’s product/service. For example, there is a gym and its customers are people who live in that area. What they can do is to create ads on Facebook and limit the range to people in this area, which increases the potential customers for their services.

Build trust relationship between your target audience and your business

When selecting a target in a specific location, you can include in the advertising information about your business for the target based on the specific characteristics they represent in that area. The content should be relevant and help them feel more connected to your business. From there, nurture their beliefs with your business.

Increase profits from Active Marketing

The ultimate goal of the business is to increase sales and profits through marketing activities. Collecting, analysing, and using location data can help businesses entice more people to participate in promotions, helping to optimize marketing.

To conclude marketers love location-based marketing because it allows them to provide the users with relevant and personalized offers and messages. “Factual reports that “84% of marketers currently use location data in their marketing and ad campaigns, and 94% plan to in the future.” Hence like with any technology the key with location-based marketing, is to test, measure and refine. 

At YOOSE, we combine cutting edge technology with deep expertise, experience and passion to help global brands and advertisers capture the opportunities of this fast-paced, ever-changing world of mobile advertising. Our location-based marketing solution is tailored to deliver the most impactful campaigns and ensure the best ROI for our customers.

Categories
Food Tech

MEAT ANALOUGES

Written by Priyanka Prajapati, Dr Meenakshi Garg and Dr Rajni Chopra

Digilah (Thought Leadership)

Author’s Email: meenakshi.garg@bcas.du.ac.in

Global Meat consumption continues to perceive an upward surge as demand is driven by population growth, individual economic gain, and urbanization. However, meat production would have a severe environmental impact and high ecological footprint due to increased land and water resources used during livestock rearing. Moreover, a shift in consumer preference has been observed towards consuming plant-based products due to awareness about health hazards associated with red meat. This created a significant break for food industries to develop a plant-based meat analogue that contains similar textural and nutritional attributes present in meat. According to the report published by Mordor Intelligence, the market for meat substitutes is expected to grow at a CAGR of 7.91% up to the year of 2026. The term “meat analogue” is defined as a meat-free food product resembling texture, flavour, haptic experience, and nutritional status to original meat products. The result obtained from life cycle assessment studies depicts that meat analogues could be proved as a sustainable alternative to animal-derived meat as they have considerably lower environmental footprints. Different types of Plant protein currently employed in manufacturing meat alternatives are soy protein, Wheat gluten protein, and pea protein. Many nutritional components like high-quality protein (egg protein and whey protein), vitamin B12, calcium and iron have been incorporated in meat analogues to compete with original meat nutritive value. However, manufacturers have to depend on extensively processed ingredients or/and genetically modified (GMO) material in endeavoring meat-like texture and other sensory characteristics. Leg hemoglobin is a legume protein that carries heme molecule. This molecule is produced from GMO yeast and governs meat analogs’ color, texture, and flavour. Based on the study of Egbert and Borders (2006), the given formulation produced meat analogue having improved sensory qualities.

S.NoIngredientAmount (%)
1.Water(50%- 80%)
2.Plant- based Protein(10%-25%)
3.Non textured Protein(4%-20%)
4.Flavour compounds(4%-20%)
5.Lipids (0%-15%)
6.Binding agents(1%-5%)
7.Colouring Compounds(0%-0.5%)

Texturization of plant protein is an important step in achieving similar texture, appearance, and taste as like original meat products. Plant-based proteins need several transformational changes to achieve the fibrousness of meat muscles. The native globular shape of plant protein is converted to the linear shape of textured protein by applying different texture profiling techniques (e.g., extrusion technique, electro-spinning, proteins hydrocolloid blends, high temperature conical simple shearing, freeze structuring, and 3D Bio-printing). The standard method of modifying plant proteins are electro-spinning and extrusion. Electro-Spinning produces thin fibers of plant protein by using a blend of protein solutions assembled into meat analogues through binding materials. Due to its complexity and high manufacturing cost, this method was not suitable for large-scale production.

The extrusion technique is predominant because of its robustness and versatility to produce different kinds of products. This technique involves modifying the protein configuration by undergoing several changes in its structure like (denaturation, unfolding, crosslinking, and alignment). The viscoelastic mass of plant protein is extruded in one or twin-screw extruders and involves various operational steps like (compression, shearing, heating, and cooling) to impart meatiness. This process offers several advantages like high product yield, affordability, and is energy efficient.

Bio-printing and freeze structuring are some of the emerging techniques to modify plant protein’s structure. Bio-printing is also known as 3D printing, which involves digital modeling of food formulation. Paste of Plant protein is filled in the cartilage that builds the structure of meat analogue. The major drawback faced by the Bio-printing technique is its high cost of production, complexity in spatial structure, and scalability. On the other hand, freeze structuring produces meat analogues that mimic the original meat product by freezing the protein solution, followed by the formation of ice crystals that produce porous, well-aligned and interconnected fibers of plant-based protein.

The primary requisite of a plant-based meat analogue is the proper textural profiling which mimics the texture of muscles fibre and is responsible for the characteristic meaty flavour. The intended applications of meat analogue and type of plant protein determine the technique used for texture profiling. The ongoing research has already overcome many challenges of meat analogues products like (improving microstructure, taste, and healthiness) and affordable product price and increased product convenience. However, certain technological barriers and devoid of regulatory measures are some of the sectors that need improvement.

REFERENCES

  1. Boukid, Fatma. (2021). Plant-based meat analogues: from niche to mainstream. European Food Research and Technology. 247. 10.1007/s00217-020-03630-9.
  2. Kyriakopoulou, K., Dekkers, B. and Van der Goot, A.Z. Plant-Based Meat Analogues. Sustainable Meat Production and Processing, Chapter-6, 103–126. doi:10.1016/B978-0-12-814874-7.00006-7
  3. Sun, C., Ge, J., He, J., Gan, R., & Fang, Y. (2020). Processing, Quality, Safety, and Acceptance of Meat Analogue Products. Engineering.7(5): 674-678
  4. Mordor Intelligence, Meat substitutes market – growth, trend and forecast (2021 – 2026). https://www.mordorintelligence.com/industry-reports/meat-substitutes-market
  5. https://www.forbes.com/sites/lanabandoim/2019/12/20/what-the-fdas-decision-about-soy-leghemoglobin-means-for-impossible-burger/?sh=21d7f89957f6

Categories
Fin Tech

Transformation of the Indian Debt Market

Written by Sashi Kumar M C, Investment and Merchant Banker – Digilah (Thought Leadership)

Director at Solargise

The Balance of payment crisis in 1991, brought the liberalization of the Indian economy and with it came reforms of the financial system and capital markets. The thrust of these reforms was to promote a diversified, efficient, and competitive financial system, with the objective of improving the allocation of resources through operational flexibility, improved financial viability, and institutional strengthening.

The contagion effects of the 1997-98 Asian financial crisis further lent impetus to strengthen the domestic financial system. Reforms principally focused to: (i) Mitigate risks in the financial system; (ii) Efficiently allocate resources to the real sector; (iii) Make the financial system competitive globally; and (iv) Open the external sector.

India’s capital markets too were injected with reforms, specifically through the creation of various institutions such as the Securities and Exchange Board of India (SEBI) in 1992, an insurance market regulator (IRDAI) in 1999, and a pension market regulator (PFRDA) in 2003. National Stock Exchange NSE was incorporated in 1992. It was recognised as a stock exchange by SEBI in April 1993 and commenced operations in 1994 with the launch of the wholesale debt market.

These were a fall out of the report by L M Bhole, a professor of Economics at IIT-Bombay, who noted that “There are two major inadequacies which characterize our stock market. First, while the primary market is widespread, i.e., the new issues are distributed nation-wide, the secondary market is narrow, localized, fragmented, and imperfect. The stock exchanges do not have uniform settlement periods and dates; there is no national clearing system, and they are not integrated into a single unified national market system. Second, while a significant part of the primary market is in debentures, almost the whole of secondary market is in equities. In many developed countries, debt securities, especially long-term debt securities, account for a major part of the trading volume on stock exchanges.

Not just that, Indian bond markets had to fight its way into the very quagmire of corruption and kickbacks, Lack of Transparency plagued the market, as did in-efficient price discovery methods. Defaulted Bond holders raised fingers on credit rating agencies and they in turn raised questions on data sanity. One to one negotiations led to unethical means to place the bonds at unjustified premiums that led to a mismatch to traded market yields.

In contrast to equity markets, the bond markets have been held back by the more restrictive regulatory framework. Several reforms were introduced to the government bond market in 1992 when the price of newly introduced bonds was set by auction.

But it was not until 2005—11 years after the equity market—that bond market became an electronic order limit market. Adoption of Technology to achieve the set goals.

Over the past two decades, the Reserve Bank of India has adopted a strategy to create an efficient market infrastructure to enable safe trading, clearing and settlement. State-of-the-art primary issuance process with electronic bidding and straight-through-processing (STP) capabilities. An efficient and completely dematerialized depository system within the central bank. Delivery-versus-Payment (DVP) mode of settlement. Real Time Gross Settlement (RTGS). Electronic trading platform (Negotiated Dealing Systems – Order Matching) (NDS-OM) and a separate Central Counter Party (CCP) in the Clearing Corporation of India Ltd (CCIL) for guaranteed settlement.

Today, The Bond market activity has grown rapidly. Government securities market (G-Sec), corporate bond market and derivatives markets have become broad-based in terms of participation. Technology has given the ease and access to transact from anywhere, it has helped broad base not only investors but also products. Thus, driving the overall debt market size to a little over USD 2 Tn.

Government Bonds make majority of the market with sovereign yield curve spanning up to 40 years. Corporate Bonds are expected to double their growth to achieve Rs. 65-70 Lakh crore by 2025. Primary market issuances have increased resulting in large benchmark issuances. The volumes in secondary market have increased. The bid-ask spread of on-the-run securities continues to be low and so are the impact costs.  

With the increase in Fintech activities in this space, bond markets have spread their wings to reach all investors. So much so, that RBI now allows individuals under the Retail Direct Scheme, to buy Government Securities, SDLs, T-bills and Sovereign Gold Bonds.

Amidst all these positives brought about by the adoption of technology and digitalization, the regulators forget a key component – Human Resource.  Since 1992, a generation of Bond Market professionals have served a full cycle and retired.  A huge set of Bond traders and dealers, both in the primary and secondary market today face a different future……?

Categories
Digi Tech

Digi Tech

Leveraging Instagram for Your Small Business

Written By Shoni Duesling – Digilah (Thought Leadership)

Life Coach at https://www.instagram.com/twelveinchesaway/

With 1.3 billion users, Instagram is the second most popular social media platform behind Facebook, making it one of the most effective tools to help small businesses grow their brand. While its high number of users means that small businesses can reach more people, Instagram’s visual nature offers a great potential for building strong brand identity and brand loyalty.

How to leverage Instagram

So, how can you leverage Instagram for your small business?

Capitalise on the Visual

Potential clients will form an opinion on your business after just one look at your Instagram feed. That is why it is vital to communicate your brand identity as clearly as possible. To do this, you first need to get clear on your branding. Choosing a look and feel you want to communicate is the first step, after which you can choose a cohesive design consisting of your colour scheme, fonts, icons and/or images that align with your look and feel. Once you have done this, start posting! You can post tips, quotes, diagrams, photos, videos, basically any content that communicates clear and important messages to your community. A great way to build brand loyalty is by letting people know who is behind the brand; so, post photos or videos of you and your team. You can also use Instagram Stories (posts that disappear after 24 hours) to share announcements, tips, or behind-the-scenes snippets of what is happening in your business. Regardless of your strategy, create a cohesive look for your brand and capitalise on the visual.

Engage With Your Community

The more you engage with your community, the better. Engagement increases brand loyalty and it allows you to open up a two-way conversation so that you can better understand and serve your community. One means of engagement is to include a call to action in your feed posts. A call to action could be asking people to click the link in your bio, asking a question they can answer in the comments, or asking them to like, share or save the post. Another way to engage is to greet new followers. Take a moment to message each new follower. You are building a business, but you are also building a community with other human beings – take advantage of the opportunity to connect with them. Yet another way to engage is through the built-in engagement tools in Instagram stories. You can create polls, quizzes, or ask questions. Once you have posted a story, save it as a highlight so that it will permanently show on your feed for old and new visitors alike. Engaging with your community is one of the most enjoyable and beneficial things you can do for your small business.

Collaborate!

Reach more people with your business by collaborating with Instagram’s IG Live feature. This feature allows you to live stream for up to 4 hours either on your own or with other businesses, past clients, or whoever would be relevant to your community. One benefit of IG Live collaborations is that you get to engage with your community in real-time as they type in questions or answers to your questions. A second benefit is that you and the person you are collaborating with can share your expertise on your products and/or services in depth. Third, your sharing can build brand loyalty, as your community gets to know you and the person you are collaborating with through a longer video. Lastly, both you and the person you are collaborating with will likely gain new followers from each other’s communities.

At the end of the IG Live, you can share it in your stories and tag the person you collaborated with and (if you are the one who hosted the video) you can save it to your page for future viewers. So, think of one person you could collaborate with and reach out to them.

Over to You

So now it is over to you. Instagram is one of the best platforms to use for your small business. Through capitalising on the visual, engaging with your community, and collaborating with others, you will be on your way to establishing a clear brand and creating a community who will support your growing business for years to come.

Categories
Climate Tech

Climate Tech

GREEN-SHOPPING MAINSTREAM

Written by Deepak Subramanian – Digilah (Thought Leadership)

As COP26 comes to an end, there is an even bigger emphasis on sustainability within the business sector and we can expect more brand owners to jump on the ESG and sustainability bandwagon. At the same time, there is growing consciousness with consumers about climate change. All of us slowly begin to understand that the choices we make can have a lasting impact on the health of the planet. We are all increasingly being flooded with green offerings of some sort or the other. And more will come!!!! Consumers are indicating that they need help in solving some of the pain-points around shopping for green products.

They say “Don’t…

  • make me change my daily habits and make it inconvenient for me to use green products”
  • make it so hard for me to find green products”
  • make it so expensive for me to use green products”
  • make it so hard for me to identify which products are really green and which are not”
  • make it so technical that I don’t understand my impact when I make a green choice”

I believe that online shopping can be a big force to trigger the green shopping movement. There are many aspects of e-com that can address these pain-points in the moment of the shopping act

  • High quality first party data can help identify current and potential green shoppers.
  • Live streaming can help mobilize key local influencers to make green shopping trendy
  • Green labelling can help to better signal to shoppers which products are truly green.
  • Product pages can help educate on the performance and benefits of green products (vs regular offerings)
  • Gamification tools like coins can help measure the impact of a green cart vs a regular cart
  • The pricing algorithms can drive better repertoire purchase with cross-sell and upsell actions
  • The high reach of these platforms can drive scale economies to bring down green product costs.
  • The efficient fulfilment networks of these platforms will allow for brand owners to also avoid the fixed costs related to running a targeted go-to-market system

It’s no surprise that a big retailer like Amazon looks to address these friction points with the launch of the Amazon Climate Pledge.

Two major developments are needed to make online shopping for green products truly impactful.

  • Retailers will also need to play their part in designing and implementing more circular delivery systems which promote reuse and recycling of packing material (including options with less / better / no plastic). It does not help to deliver green products to the consumer homes with lot of virgin plastic and cardboard.
  • Brand owners and retailers must leverage industry bodies to establish independent and science-based certification systems that become the common currency in the industry. We must avoid the fight for ‘my certification VS your certification’ as this will erode consumer trust.

As with most big transformations, this requires strong leadership from the top of the organization. It also needs a different kind of leadership from the past. We need a mindset that prioritizes partnerships across the value-chain (suppliers, manufacturers, and retailers) with the common intention of solving the consumer friction points and to make shopping for sustainable products truly simple and easy.