Mediaboss Marketing

On Monday, we wrote about Clubhouse exiting betaand what that means for the apps potential as a marketing platform. But as it officially opens up to the masses, it faces a slew of competitors ranging from Twitter Spaces to Spotify Greenroom.

Question: So then what should marketers know about the social audio space?

Answer: The marketers we spoke with agree it's too early for brands to double down on any single social audio app or feature, as its unclear which oneif anywill come out on top. But they said the success of each will hinge on its ability to attract and retain creators.

The short answer is the listeners go where the content and the talent goes. Spotifys Greenroom, Facebook, Twitter Spaces, and Clubhouse will be competing for contracts with creators, Aubrey Strobel, head of communications at Lolli, told Marketing Brew.

Twitter Spaces might be the most buzzed-about Clubhouse remix, but a handful of other platforms that pressed copy and paste are also in the running to become the Uber of the Amazon of the Facebook of social audios top dog.

Spotify Greenroom: Spotify introduced Greenroom in June to stake its claim in the live audio market; its since hit 107,000 global installs, per data from app analytics firm Sensor Tower. If Clubhouse wants to stay at the top of its game, it may have to compete with Spotifys Greenroom to sign major deals with creators and podcasters. Weve seen this play out (not well) with Triller in competition with TikTok. The power is in the hands of the creators and whoever has the largest checkbook, Strobel said. For what its worth, Greenroom rolled out a TikTok-like creator fund to help creators monetize their live audio content.

LinkedIn: LinkedIn announced in March that it was working on getting its Clubhouse competitor ready for beta testing, and it also recently debuted a creator mode that lets users act more like influencers on the platform. I could see LinkedIn eventually being really competitive with Clubhouse because so many LinkedIn users were power social audio users, and I still see a lot of LinkedIn content creators heavily using Clubhouse, marketing consultant Chantelle Marcelle told us.

Facebook Live Audio Rooms: For Facebooks part, the social behemoth announced Live Audio Rooms in Juneits essentially Clubhouse within the Facebook app. And we bet you can guess who it partnered with for the debut: public figures, of course.

Clubhouse is not where many marketers are placing their betsmostly because Spotify, LinkedIn, Twitter, and Facebook all have other multifunctional apps users already spend time on for reasons other than social audio. While Clubhouse has gotten millions of downloads since becoming available on Android in May, interest among iOS users is falling. Sensor Tower said 881,000 people downloaded Clubhouse from the App Store last month, a steep decrease from its peak of 9.6 million in February.

Strobel thinks each of these platforms call for different content. For example, Twitter Spaces may not be the audio platform for weekly shows but rather a place where breaking news and subject matter discourse are covered.

Overall, Marcelle sees the social audio space as more of a candy store than an obstacle course. With so many channels rumored to be making social audio available, there are plenty of options. Marketers can enjoy that flexibility to experiment and find the most successful platform for their brand, she said.

Marcelle and Strobel both listed influencers as some of the most exciting candies on the shelf. Strobel thinks micro-influencers in particular could be marketers secret weapon for navigating this space. Ad spots on Spotifys Greenroom or Clubhouse will begin to operate like paid ads on podcasts. Striking deals with micro-influencers who are having subject-matter conversations will become a new strategy and a great way to pinpoint new audiences. Its almost one step removed from focus groups, she said.

Partnering with a variety of influencers will likely be key, which is just a major social media marketing trend in general right now, Marcelle added.

Excerpt from:
The social audio space is bigger than just Clubhouse - Morning Brew

We profile Burger King's CDO turned CMO, who spoke to us about a marketer's role in a digital ecosystem, and more.

In July 2021, Kapil Grover who joined Burger King (BK) India as its chief digital officer (in November 2020) took over the role of its chief marketing officer. Grover is a marketer with over two decades of experience, so the move is not a surprising one, but the phrasing of the designation is telling of the times we live in.

Ever since the covid pandemic started, marketers and brands have been relying on the digital medium to communicate with their consumers either via social media or digital advertising.

According to Grover, the word digital has gone through a massive transformation in the last five years. He recalls that earlier, digital marketing used to be centered on social media - advertising on Youtube, Facebook etc. However, this has only become one part of digital marketing right now.

We are witnessing the advent of digital marketing which leads to commerce, and this is increasingly important for us. This shift to online ordering and home delivery is a massive mega trend thats happened in the last 2-3 years. Brands need to integrate that into their larger business strategy.

Burger King is currently running a campaign (with agency Famous Innovations) for their stunner menu offer and the Grover mentions that the whole idea was to bring the menu items alive in that campaign.

In my previous assignment at other companies we took this approach and integrated this into our larger business strategy; to not only advertise on digital platforms but to also consider commerce and this is the role of the CDO. To build that commerce channel for the brand. What weve done is we integrated it into two teams we have a team dedicated to the commerce vertical and a team for the communication vertical.

Over a Zoom call, Grover tells us that during the first wave of the pandemic, people were tired of cooking at home and looking for safe alternatives to ordering in, Burger King introduced their exclusive android app.

After the first wave, many people got tired of cooking at home and eventually they sought out food. The good thing is that even during lockdown, we focussed on continuing to improve product quality and create new products. We also relaunched the flagship product the Whopper, during the pandemic.

The Burger King app was launched in Q1 last year and it was another channel for consumers to place their orders on the platform. The company is trying to incentivise ordering from the app with offers and a loyalty program. However, the QSR giant will continue to work with Swiggy and Zomato for food delivery. In Grovers words, the food aggregators are doing a different job category creation.

Swiggy and Zomato constitute a marketplace. The job of the marketplace is to establish the category and expand it, do engage with customer acquisition, establish habits etc and theyve been doing a good job of it so far. Ultimately the choice lies with the customer when it comes to where they want to order from.

He adds that premiumisation is also another consumer trend they spotted in response, they introduced 4 new burger products. Burger Kings competitor McDonalds has also recently launched a gourmet burger collection which is available on food delivery platforms.

Time spent in the QSR space

He joined Burger King in 2016 and that was the time the brand was being established in India. He tells us that they had to find ways to make it relevant and cater to Indian audiences by redesigning the menu to suit the palate of Indian consumers. The products we sell in India, we dont sell anywhere else in the world.

Grover has considerable experience working in the QSR space (he has previously worked with KFC and Dominos Pizza in the past), but he considers his stint at Burger King a way of restarting his journey in the category because of how the space has been changing.

During my stint at KFC, the focus was on the restaurant experience and creating innovation on the menu. During my stint at Yum Foods, we were involved in activations, restaurant design, menu design, etc. Around 2008-10, it was a very aspirational product with a Western taste; it was a new experience for consumers at the time.

He tells us that Dominos in its business model is quite delivery focussed, and during his two years working there, is when the marketplace phenomenon the popularity of food delivery apps like Swiggy and Zomato.

The popularity of Swiggy and Zomato and the whole marketplace phenomenon came about because of the trend of people seeking convenience delivered to their homes. This was also the time more people started using the digital medium for entertainment, shopping, consuming content on OTT platforms, at the same time. Digital payments also gained popularity - in that sense, the whole ecosystem came together between 2017 to around 2020.

He adds that before this time, social media did exist but it wasnt as popular as it is today and it didnt have that level of reach. When the digital ecosystem matured, payments, entertainment, commerce and everything else came together. Hence the importance of digital and understanding the consumer from a digital perspective becomes more and more important. From being a traditional marketer to learning all about digital, its been quite a journey. Now the next ten years of the category are going to be different form the last ten years. Marketing strategies will change, engagement platforms will change, restaurant designs will change theres going be a big shift and the pandemic in a way, has accelerated that. Its a big inflection point for the category.

During the COVID pandemic, restaurants were mandated to restrict dining in and offer food to takeaway instead, so we asked if that had increased the trend of takeaways in India, but Grover disagrees mentioning that it has not yet caught on in a big way in India.

Were seeing a 3x increase in orders from the Burger King and the delivery business has recovered much faster than the dine in business. Takeaway is a phenomenon which is yet to become big in India. Weve started to see that trend now and we also provide that option to consumers to order a takeaway from the app and collect it at the restaurant.

He explains that takeaway is a big trend in the USA and that for most QSR brands there the takeaway business is bigger than their delivery business. In other countries - most outlets come with huge parking lots which makes takeaway convenient you can even eat in the car. In India, the traffic congestion and parking challenges make it more difficult to do a takeaway. Customers also opt for takeaway to save on delivery charges. Takeaway is an emerging trend, but there is a lot of work that marketers need to do in order to crack that model and make it convenient for consumers

Grover worked at Dominos from 2016 to 2018 and prior to that, he had worked at Radico Khaitan where he mentions that he learnt the basics of brand building. He began his career in a sales role for the brand Luxor, in May 2000. At the time, Luxor was a part of Gillette and eventually Gillette sold the stake in the business but he had helped set up the b2b marketing division. He launched brands like Waterman and Parker Premium in India.

After that, he worked at Radico Khaitan as a trade marketing manager in the South. At that time, South as a market was getting organized in the liquor trade and he worked with a lot of regional liquor brands. I got the feel of South as a market, worked in a regional market and it was a good learning curve.

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"The role of a CDO is to integrate commerce with marketing": Kapil Grover, Burger King - afaqs

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Portstewart based marketing automation software company, Zymplify is investing 1.5million in its business and plans to create 26 jobs.

Zymplify produces sales and marketing automation software to help businesses scale fast.

During a visit to Zymplify in Portstewart, Alan McKeown, Invest Northern Irelands Executive Director of Regional Business congratulated the company and said: Invest NI has been working closely with Zymplify over the last ten years. We have offered the company business advice and guidance, R&D support to innovate its services, skills support and financial assistance to grow its team. Combined, this is helping Zymplify grow its reputation in the global automated software market and assisting it to meet demand for its services with new products now on board and new contracts secured in GB, RoI and Europe.Invest NI has offered Zymplify 182,000 of support towards the jobs of which seven are already on place.

Alan added: Todays announcement is a significant step in the companys journey. The jobs being created will generate over 1.5 million of additional annual salaries; a great boost for the local community and economy.

Complementing its Portstewart headquarters, Zymplify has advisory hubs in Belfast, London, Boston and Manchester. The jobs will be based in Portstewart and roles on offer include Sales, Customer Support, Marketing, Technical and Management.

CEO of Zymplify, Michael Carlin said: "Our platform makes the lives of marketers easier. In one easy to understand dashboard, they can plan and analyse their digital and social marketing activities in real-time.

We announced an ambitious growth and development plan back in 2018 and over the last three years we have been working hard to grow and strengthen our business. Invest NI has been a great partner to us and its support has been integral in our success to date. The marketing automation space has proved to be very fast growing worldwide and our new staff will help us to carve out a larger piece of this market and fulfil the potential we know our business is capable of. We are very excited for the future.

Invest NIs R&D support is part-financed by the European Regional Development Fund under the EU Investment for Growth and Jobs Programme 2014-2020.

In recognition of Zymplifys commitment to innovation, it has been awarded a Gold Level Innovator Certificate from Innovate NI. Innovate NI is a Department for the Economy programme, helping local businesses innovate successfully. It is delivered by Invest NI, local councils and further education colleges. For further information visit http://www.innovateni.com

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Zymplify to expand in Portstewart with 26 jobs - Causeway Coast Community