Archive for June, 2013

Targeted Advertising Vs Intrinsic Advertising

There has been a lot of interest lately in “Big Data” and how this will allow marketers to create campaigns that are targeted towards every individual consumer and hence will drive the consumption economy.

I would like to differ on this. Though, there is no doubt that soon marketers will have the capability to be able to draw up and run such campaigns, I don’t believe that this form of advertising will be very effective. Our minds have the innate ability to mask everything that it does not want to see or acknowledge. Hence, the success rate of advertisement, however well targeted, will always remain low.

Compare this with the fact that, we all want to read fascinating stories, watch scintillating movies, listen to scintillating music. Our mind automatically wants to observe and focus on these. Have you ever noticed the fact that your 8 year old child may not remember a lesson he studied in the morning in school, but he is able to recollect the story of a movie that he saw a couple of months back.

What this means for marketers is that it is better to move away from intrusive advertising (however targeted the message is) towards intrinsic advertising (which is to create great content like a video, music, piece of literature that people want to watch/listen/share around the product/service that they want to market).

Coca-cola has done this very very well in the past, which also led them to win the Creative Marketer of the year at Cannes 2013. The campaigns that they have focused on in the previous year have not been on their product but to create some very interesting campaigns that by themselves were very interesting stories.

The ability to either create such beautiful content in and around your  brand/product/service will be the best ways to advertise in the future. The focus is to create content that people will want to share.

Do you agree? I would love to hear your thoughts on this. Please comment below or share your thoughts with me on twitter by tweeting to @rmukeshgupta.

PS: My personal favourite campaigns by Coca Cola are as below:




Two Awesome Campaigns: A Cancer Hospital and A Cola

What could be common between a hospital trying to treat kids with cancer and Coca Cola ? Simply amazing thought process leading to some of the most creative campaigns that I have seen lately.

Hospital Campaign:

A.C.Camargo Cancer Center treats children with cancer. The first and the most important in the treatment is the belief of the patient in the treatment they are being given. No amount of talking to these children could get them to believe in the treatment. So, in association with JWT, they came up with an awesome idea to get these children get totally involved in their therapy and start to believe in them.

The idea is explained in the video below:


Coca-Cola campaign:

Coca cola has been using “Happiness” as a theme for some time now. One of the things that makes people happy is the ability to share good things with our friends. The campaign managers wanted to help their customers fulfill this need to share things with friends to feel happiness. Result is the new design of a coke can which one can easily share with their loved ones and spread happiness.


What is common in both these campaigns is the fact that the designers have empathized with the end user and designed an experience around what they really want. Also, they created an entire experience for the customer.

I am really blown away by the creativity and the results of both the campaigns.

Have you seen any other examples of such designs? Do share by replying to the post or commenting below or tweeting it to me @rmukeshgupta.

Something that Facebook, Twitter and Google have all missed

Of late, I have realized that I the time I spend on G+ or FaceBook or Twitter’s site has gone down drastically. However, my activity on these networks has substantially increased.

I have done this by using FlipBoard where I am able to not only stream all my social network in one place but am also able to cross share across the different mediums seamlessly.

Though, twitter and Google+ allow you to share content via email apart from sharing within their platforms, that is not enough.

As a user, I want to be able to share my content seamlessly across platform. I spoke to a few of my other friends who are active on the social media have also indicated similar need.

By not enabling cross-platform sharing capabilities, the platforms are only inhibiting the time that people like me on their sites.

In this way, Youtube has done really well by enabling cross-platform sharing across the different platforms. I guess, this is also one reason why the average time spent on YouTube is on the increase and that on FaceBook, Twitter or G+ on the decline..

Hope that they realize this strong need and enable this soon. Till then the aggregators like FlipBoard will rule ;-

Is there any thing else that these social media behemoths have missed ? Do share your thoughts by commenting below or tweeting me  @rmukeshgupta.

Ideas for Budget Free Training and Development for Your Employees

June 25, 2013 4 comments

Today, all organizations are under constant stress to reduce costs and maintain profitability. One of the casualties is the training budgets to train your employees.

What might we do to continually improve the learning and development activities of the employees without much budgetary support?

  1. Free Training: As a team, decide what skills need to be developed. Then scout for an online course on platforms like coursera or VentureLab and participate in the learning activity as a team (most of these are free and hence no budget limitations). Alternately, create teams and assign each team to attend specific courses and then get them to teach each other the topics they learnt. As they say,  learning crystallizes when you teach to others.
  2. Mentoring: Identify a mentor inside your organization or in your industry who can help you acquire the skills. Then use the different ways to learn from the mentor – shadowing, questions, discussions, discourses, etc. Share the learning with the team.
  3. Use Youtube: Identify an expert in an area that you want to develop. Search if there are videos on YouTube of the expert presenting his subject (Could be on platforms like TED(x) or as a keynote to an event or at a university). Watch the video together and have a debate within the team with someone who will speak for the expert and someone who will present counter-argument. You will be surprised at how much you can learn just by doing this.
  4. Use the Library: Identify books that have potentially interesting ideas that you can learn from. Create teams to study the books and present their understanding or the key concepts to the entire team. Have a Q&A followed by a discussion on how can they implement some of the concepts in their work.
  5. Use Technology: Use technology to invite authors or thought leaders in a space that you want to explore or learn more about and discuss. You could do that via a twitter chat or a google Hangout  or a Skype conference call or on Facebook chat, etc.
  6. Follow MIX: Follow sites like MIX or other such sites to stay on top of what is happening elsewhere in the world.

These are just some ideas that I can think of to exponentially increase the ability for you to enable learning and development in your team without having to spend any money.

What other ideas do you have to enable team learning without much budgets? Do share your thoughts by commenting below or tweeting them to me @rmukeshgupta.


Categories: Ideas, Ideas Tags: , ,

How Children From a School Inspired a Nation (Video)

I came across the TED video of Kiran Bir Sethi, founder of the RiverSide School in Ahmedabad and her work with the children in her school.

If those children can do what they have done, there is no reason for us to complain about things that we can change.

We need to get up and change what we do not want! I CAN

Enjoy the video!