For almost two years now, the question ‘Why did Kattappa kill Baahubali?’ became a household topic of conversation and flooded social media with mimes and fan theories. Interestingly, two years before the release of the first part, a digital marketing team worked tirelessly to build its online presence and generate interest around the film since 2013. It went on to create the first Telugu hashtag on Twitter. Today, Baahubali has over 36 lakh likes on the Facebook page, 2.54 lakh followers on Twitter, 4.52 lakh subscribers on Youtube and still increasing day by day. It has become a classic case study that highlights how innovative digital marketing campaigns can enhance a product’s market success.
“Baahubali is a great example of the power of digital marketing. In the last two years since the release of the first part, the film was in the collective memory of people. Social media platforms like Facebook and Twitter played a big part in this. Startups and business enterprises can take a leaf out of Baahubali’s marketing strategy to tap into the immense potential of digital marketing space,” says Sangeetha Abhishek, co-founder of Chennai-based digital marketing firm CGD Creative.
In a chat with The Hindu, Ms Sangeetha spoke about the latest trends in the digital marketing space. “Videos are increasingly emerging as one of the most effective digital strategies to create brand awareness. The trend of live video feature started by Facebook followed by Twitter’s Periscope and Instagram’s Stories has become the hottest thing in social media marketing,” she says. Facebook’s growth trajectory went on an upward graph, thanks to the live video feature, particularly on New Year’s eve when the live streaming reached a record-breaking number.
Statistics point out that 14% of marketers experimented with the live video feature in 2016 itself.
According to industry estimates, social media sphere enjoyed more than 2.3 billion active users and more than 1.9 billion active mobile social users in 2016. Over 80% of marketers have already utilized social media marketing to boost their sales and gain better brand identity. There is no doubt in business circles that digital marketing has taken centre-stage. Business enterprises have widened their focus from YouTube, Facebook, and also tapped into newer platforms like Instagram, Snapchat and WhatsApp. “For software and tech startups, showcasing their product through innovative visual strategy on digital space can be a great tool. Videos are easily digestible as the message can be delivered in a few seconds,” she says.
Referring to recent digital advertising strategies from brands like Vicks, Ms. Sangeetha adds: “The recent ad which talks about the bond between a transgender mother and her daughter has been a huge hit. It first creates an emotional connect with the viewer and only later the brand comes in.” Startups like Zoho have risen to stupendous levels of success by adopting the story-telling route through video content, she adds.