Brand wars have been in play since the “Cola Wars” In the 1980’s to digital ambush strategies through hashtags such as the #RahulBoseMoment and #GoingBananas which has been taken as quite an opportunity for brands to prove an edge over others on Social Media.
Unlike the offline and traditional advertising spaces, Digital Media is popularly becoming the “go-to” platform for competitive advertising, as there is no uniform law governing the same and the content is taken in a light-hearted manner, by audiences and other brands.
Moreover, Brands wait for the right moment to catch on trends that will allow their creative juices to flow and set them apart from the others, with quirky taglines and posts.
And recently, Digital Influencer opinions, are gaining high traction from MNC's to be better, smarter and swifter on selling themselves to the online minds.
The thing that is driving Twitter Feeds nowadays, are experiences paired with reviews, whilst tagging brands and connecting the image to an innovative hashtag which rather holds a long-lasting impression on Social Media.
SO, WHAT DO BRANDS REALLY DO WITH TWITTER DATA?
With twitter data you can either just notice or take actual action and gain from it. When you speak of digital gains, it means that you actually scrutinize content and comments for your brands benefit. Social analytics and insights are taking over marketing in 2019.
Through Social Listening and comprehensive intuition, you can track customer behavior and perception, to compete with your online presence and better your performance in the Digital Age. And when it comes to Competitive Strategies, you can track and crack your rival’s communication. Check their online performance and appreciation in reference to yours and get dynamic in your approach which enables your brand to be trending, always.
NOW, WHAT ACTUALLY SPARKED BRAND WARS?
As we all know, a post on 22nd July on Twitter by Rahul Bose, critiquing the cost of bananas ordered, being Rs.442.51, at JW Marriot, Chandigarh, gave an individual chance to each brand, aware of the trend to broadcast their sales pitch on twitter.
There was nor any criticism, neither a praise, just an opinion stating the outrageous bill, proposed by the 5 star for just 2 bananas. Soon, every brand used the hashtags #GoingBananas and #RahulBoseMoment and jumped into the bandwagon of appeasing the Digital audience, with impressive and informative memes.
And this was just the start, besides all eminent brands on turbo-charge for competing, the hashtag became a tool for people to voice their opinions on similar experiences.
Twitter at a brink, became a space for consumer grievances and a war zone for brands to showcase their creativity.
And in reference to the psychology, for ever distressed follower, there was a brand that fueled their ego, keeping affordable pricing and services that were accommodated to their need.
We couldn’t help but analyse the proficiency of this trend, and what interested us that it coincided with the famous “Game Theory” and the idiom, “one person’s loss is another person’s gain.”
The trend gained 5,780 total mentions, with 5,090 unique users. 5,729 were the total posts generated between 22nd to 30th July, with 7,850 shares/retweets. Rahul Bose’s post itself received 21,844 likes, with the most engaged post being from Western Railways, Mumbai, with 1.4K likes.
Taj Santacruz, Natures Basket, Amazon Prime Video, Policy Bazaar, Edelweiss, OYO Rooms, Zomato, Arré, Manforce Condoms were a few of the brands that compared their services to be better than the mere cost of two bananas.
And some brands like Forbes posted infographics that factified the hospitality and fruit costing systems.
And as we ‘tell’ on the followers, most of the men and women had neutral opinions on the argument, as some focused on their experiences while others were just clownish takes on the matter.
Mumbai Stood first gathering the most amount of engagement with a share of 16.35%, giving a beneficial insight into this market being price sensitive and reactive towards influencer opinions.
DISECTING SENTIMENTS TO KNOW THE MAJOR TREND FOCUS
As debates on GST, Fair/Unfair pricing, and penalty appeals, aggravated social media, we simplified our stance to give you an overview on the focus area which made us go bananas.
Not followers, neither influencers were propellers of this trending dialogue. 90% being Neutral sentiments hinted us to state that it was the Brand posts, competing for audience attention, digressing the topic from what it
was to become something that was solely a Marketing gimmick.
And that was all, after a quick peak on 25th July, the engagement got slower and then dissolved at a very early and clever death.
This eventful week on bananas stands as one of the few moments to grab an opportunity, that brands use to maintain a healthy competition in the Digital Space, embracing pride for oneself and cautioning awareness for others to be extremely attentive as at any given time, things could blow up, that could put any brand’s reputation at stake.
HOW DOES SOCIAL LISTENING PLAY A KEY ROLE IN DIGITAL MARKETING?
Social Listening goes beyond reach and engagement tracking, towards analytics and language assistance for customer experience and purchase insights.
Sentiment and competition Analysis being one of the core benefits of an AI driven tool, tracing influencers and User generated content has become easier than navigated research on Social media.
When it comes to living life socially, Digital automation and ML systems, aid in catching keywords and trends much beyond human reach, derived through computer intelligence.
So alongside focus on content, follower and brand insights complete your digital analytical strategy.