The 2013/07/22 at 14:32
In 1955, Elihu Katz and Paul Lazarsfeld published a study that would change the way that marketing would henceforth be viewed and understood. “Two-step flow of communication” introduced the idea of an “opinion leader”, in other words an individual exercising an influence over the thinking or behaviour of those around him or her. But above all, the two researchers stated that “word of mouth” is the most effective form of marketing. Over sixty years down the track, this statement has still not been overturned.
With the unleashing of the Internet to the general public in the 1990s and the arrival of Web 2.0 in the 2000s, the researchers’ observations have been confirmed by social networks that in addition to optimizing communication between individuals, have brought new outlets for the “word of mouth” phenomenon via new tools.
One such tool is named “Kupoya”. This is the name of a Tel Aviv-based Israeli start-up that offers a unique and an extremely easy-to-use platform model to capitalize on “word of mouth” marketing, enabling brands to maximize their marketing campaigns. Kupoya has grasped that lately, social networks and other micro-blogging platforms have suffered from marketing that is considered overly intrusive by their users: social news feed ads, pop-up windows, the unconsented “liking” of cultural products, and so on.
Kupoya, however, allows brands to exploit the true power behind social networks, and more specifically, behind individual networks. Using new technologies, and its flagship product named "micro-deal", Kupoya combines its understanding of Web 2.0 and specific networks to maximize the effectiveness of product marketing. The idea behind Kupoya's "micro-deals" is to motivate clients to share a deal offered by a brand with their friends, in return for some benefit (coupon, discount, promotion, etc.). In other words, a “win-win” situation.
"Kupoya's technology is a game-changer in the marketing world. These guys [Kupoya's founders] have done something fundamentally different and they did it right. Commerce International will soon offer Kupoya-based campaigns to its clients" said Philippe Partouche, the president of Commerce International who recently acquired the Intellectual Property of Kupoya.
What do “micro-deals” represent in terms of market potential and in global-market revenue today?
The whole idea of a deal is exactly that. By deal we mean a one-time event that benefits the brand and the user simultaneously. The idea of a deal is to create a genuine word-of-mouth advertisement that eliminates the intrusive social third-party ads that we see today. By answering mobile, desktop and location issues, Kupoya delivers a one-stop shop for all the brand’s needs, while keeping the brand in control of budget and performance.
Can Kupoya’s offer be considered an evolution of services that already exist in the marketing domain, or does it represent a new approach?
A bit of both. We have taken existing technologies and methodologies, and aligned them in a unique flow, that is, a one-click button for the user and an instant advertisement for the brand. The campaigns are flexible and can change in real-time. Instead of paying digital media agencies a monthly retainer to manage the social and online ad presence of brands, we allow the brand to easily create targeted mobile+desktop ad campaigns and use their users/customers to create authentic word-of-mouth social advertisements. We experimented a few approaches with our pilot brands, and learned along the way, that there is a direct correlation between the reach of word-of-mouth content, and the time it takes to get there.
Social networks have changed the consumption patterns of the average Web user. What is Kupoya’s role in this change and how does Kupoya innovate in this field when other companies such as Groupon seem to be at a dead end?
Kupoya is not all about deals. We are a mobile-originated campaign platform with enough flexibility to suit any type of business of any size. The existing social advertisement solutions today are intrusive, like Facebook's sponsored stories – if you browse your feed, these stand out as separate and unnatural, whereas Kupoya's advertisements are from your friends so you look at them, can interact with them, and trust them.
Kupoya also offers other products such as mobile-adapted sites (with no social integration), a lead-generation campaign, an RSVP system, and a lottery campaign (with social integration and surveys).
Groupon faced problems as it required heavy discounts from brands for their products and then charged another fee on what was left. Kupoya gives total control to the brand, allowing the brand to select how many deals it wants to offer, for how long, what they want to offer, and of course, to monitor the campaign performance in real time through a sophisticated analytics system. What is important is that Kupoya is a stand-alone platform, it is not dependent on external services to keep going. We simply believe that the brand should always be in control of who is talking about them, and users should feel appreciated, both their value and their privacy.
What are the keys for success in the Internet marketing business today?
Targeting. Adding real value to users, and not being intrusive and annoying. Kupoya aspires to achieve just that and we believe we have. It’s easy when you’re thinking from the end-user point of view, and not just the brands.
What is the next challenge for Kupoya, and how do you see the business evolving in the next years?
Since the platform is ready and has been designed to handle huge campaigns (around 100,000 deals) simultaneously, we are ready to add new brands.
With them, we can better learn what works best and what new features to include in order to better help brands keep online marketing and advertisements honest, relevant and useful. We're ready! How about you?
For further informations: click here.