How best can marketers leverage this sort of here-today-gone-tomorrow digital fame? For decades, Bollywood celebs and cricketers were the only go-to faces for brands looking for famous ambassadors. In the recent past, the YouTuber, the social influencer and the comedian entered the mix - they are the kind who have built an online following over time and are popular in certain types of online circles.
After getting a thumbs down for its last ad, Tinder seems to have struck the right note with its latest one. We spoke to the lady in-charge of the brand in India about the effort. Have you spotted Tinder's peppy new digital ad? A spunky young girl, dressed in bright orange, goes about air-swiping guys as she looks for the perfect match and dances around town to a Hindi track - 'Jaan Pehchan Ho,' originally sung by Mohammad Rafi.
And what role does print advertising play for their brands? Last May, we asked brand marketers whether the then-new data released by the Audit Bureau of Circulation (ABC), which revealed significant growth in print media, would tempt them to advertise more in print. While they spoke to us about the reasons print continues to grow in India, they said their investment in the medium would be contingent upon the then-imminent release of the Indian Readership Survey (IRS) results. Read the article here.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".