Insight - the Official Infl...

by Influx Worldwide

Peek into the madness of a digital agency -
Chennai / Dubai / London

Page 2

The Chennai Rains Mania on Social Media — Fact or Fiction?

Daniel Anandaraj Garnipudi - @dodosamuel


In the aftermath of the rains that lashed the city and its environs, I have been thinking how easily rumours of cyclones, floods and other dire consequences spread. In the past week and more, I received numerous calls and texts from office colleagues regarding the status of the rains and began pondering on the best way for people to know what the real situation possible flooding and water-logging is.

What really does not help is the fact that social media — whilst having many positives as evidenced by the way the city of Chennai rallied together during the “great floods” in December 2015 — also has significant negatives.

I don’t know what it is with rumour mongers. What do they actually seek to gain from spreading false rumours? I agree; many a time social media is a great platform for sharing true information and connecting with people

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Influx Insider II - Who is an Influx client?

Harish Anand Thilakan

The number of business inquiries received through the Influx website in 2016.

The number of clients we engaged with. (We responded to everyone!)

At Influx, we set a very high threshold for who we work with. Call us fussy, call us high-handed, but it’s in setting the bar high that we’ve managed to stay small yet make a good impact. We even had a client refer to us as “the Louis Vuittons of the web design world!” We’ll take that.

When we started off back in 2005, the trend — and easiest ticket to success — was to set up a team of developers and become an outsourcing shop or, as the more gifted would term it, an offshore unit. Most projects flowed in from the US, Europe and the Middle East and the money was good.

However, that never appealed to me. I was convinced that there was enough of a market in India to cater to first and a certain pride in working

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Who moved our cheese - Google or Apple?

Vaidehi Mehta
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A hamburger has stirred the Twitter nest. And how!

Thank you, Thomas Baekdal, for keeping Tweeple agog and engaged through the weekend. Baekdal, a media analyst, pointed out the difference, but how come no one else realised this cheesy fact till then?

Since his tweet on the night of October 28th 2017, there has been a staggering amount of engagement.
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Oh, burger…

Everyone and his cousin had an opinion. The cheese goes on top. No it should be at the bottom.

“Google is right. Apple is wrong.”

“Apple is right, Google is wrong.”

“OMG… Microsoft got it right. But Samsung puts the cheese on top of lettuce???”

“I think Whatsapp got it right….”

“Cheese between lettuce and tomato? No, no, no…”

“They’re both wrong. Google’s cheese is wrong. Apple’s lettuce is wrong…”

One thing led to another…

And, somehow, the discussion meandered away from cheese to lettuce and

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Invent 2017 — an intra-company hackathon

Sruthi Chandrasekar


On 13 October 2017, we kicked off our first ever three-day hackathon — Invent.

This non-stop, 48-hour Hackathon began with thirty one of our associates pitching their ideas to a panel of entrepreneurs. The panel chose four of the best ideas. Before the weekend was done, each team had to present a working prototype of the idea that was developed right here. The winning team would be provided with all the marketing support and mentoring that would be required to take the idea to the market.

Once the ideas were shortlisted, the associates got to choose which of them they would like to build on and form teams of three to eight people.

Why the Invent hackathon?

At Influx, we consider it vital to encourage cross-functional interaction and get everyone together to bond as a team. I am not even going to get into why we decided on calling our hackathon Invent because

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Decoding Performance Marketing

 Krishna Kidao

Having spent a considerable period of my career in mobile marketing and performance marketing, I wanted to pen my thoughts on their essential elements for a layman to understand what it is and why there is a buzz around it.

What is Performance Marketing?

Differing from the traditional way of advertising, where spends are made upfront and do not rely upon the ad’s success, performance marketing is a boon because the brand pays only for every successful conversion that is tracked. Brands have tilted towards performance marketing which has disrupted the traditional value-proposition of advertising and now allows for real-time monitoring of ROI by tracking every single dollar spent.

The Parties Involved

Advertiser: Quite self explanatory, this is the brand/client who will spend money on a campaign and want conversions in order to increase and measure ROI.


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Vaidehi Mehta

This is a spur of the moment post in reaction to the viral hashtag #metoo. Influx pledges its solidarity with #metoo, and its support to anyone subjected to sexual harassment, be it physical or verbal.

“Me too… If all the women who have been sexually harassed or assaulted wrote ‘Me too’ as a status, we might give people a sense of the magnitude of the problem. Please copy/paste.”

The allegations of sexual harassment against 65-year old Hollywood film producer, Harvey Weinstein, have spawned the #MeToo hashtag that is going viral with thousands of women across the globe taking to Facebook and Twitter and copy-pasting the call-out above.

Too, many thousands of women have been responding and recounting personal experiences of harassment. The call for solidarity has undoubtedly resonated with women — and many, many right thinking men — who have shed their qualms about

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Instagram Advertising - A Slippery Slope

Aditya Kumar

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Five years ago, Facebook pages were judged by the number of followers they had. You could happily sign sponsorship deals based on your thousands (or millions) of followers, irrespective of how many shady-looking Russian women were following your business page or your personal profile.

Any page post would be distributed to every single profile, guaranteeing you thousands of eyeballs. Which made page-engagement fantastic, until Facebook decided to restrict the number of your followers who would see your posts — down to a single digit percentage. So engagement dwindled, small businesses suffered, and the larger ones needed to account for a FaceBook engagement budget. But the ever-present Boost Post was an easy way to make sure your own fans would get to see your content.

Engaging content is

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Decision-making: The 4 Es Process

Daniel Anandaraj Garnipudi

Over the past few years, a lot of people have been asking me (yes, me, of all people) for advice. General advice on what to do with their careers, their education and, sometimes, even their motorcycles! A lot of these conversations are centred around how to make a decision.

I usually start off by telling them that these views are my own and based on pure common sense. Yes, my experience, my method of handling things, my (in)sanity has always helped in providing some sort of advice. And as a great man once said, “Advice is free, whether you take it or not is entirely up to you.”

Having said that, as Influx expands on its thought leadership strategy, where we maintain an active blog and encourage all our associates to write about what they are truly passionate about – be it work, perspective, or anything that piques their curiosity — we encourage each other

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Content Writing, Content Marketing, and Content Strategy

Print or digital, website or blog, newsletter or email, caption or banner, audio or video — whatever it contains is content and Content, they say, is King. Whether that is a truism or debatable is a different matter — and perhaps the subject of another blog.

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Now, here is a question about three aspects of content — strategy, production, and marketing:

Is a Content Strategist a Content Writer and/or a Content Marketing Strategist?

Someone who is great at marketing a brand may not be a good content strategist for it. Your COO may be a great content strategist, but may not be a good content writer. While one multi-tasker can fulfil all these roles, especially in smaller organisations, it would be simplistic to say that content strategy is the same as content marketing strategy

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Custom Kiosks by Influx

Nagarajan Manimaran

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At Influx, we have been successfully custom-building kiosks for cinemas for some years now. I hope this post helps you all get a better understanding about interactive kiosks in general and how they figure in the Influx journey.

 The nuts and bolts

A kiosk is a computer terminal featuring specialised hardware and software that provides access to information and applications for communication, commerce, entertainment, or education. The first self-help kiosk was introduced by Murray Lappe — then a University of Illinois pre-med-student — in 1977. Named Pluto Hotline, it was designed to allow students find movies, maps, directories, bus-schedules, extracurricular activities and courses.

Today’s kiosk is an advanced, interactive version of the classic vending machines, with complex internals and high-tech software programs and configurations. They lend themselves to

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