A look at what's keeping ad/media/marketing folks excited these days - in 100 words.
"The Indian digital climate has recently witnessed a revolution in e-commerce and mobile internet penetration. The Fin-tech industry will be riding the coat-tails of this revolution. These are interesting times when Indians, in both rural and urban areas, are recognising the need for better quality services, even in the case of previously untouched products like insurance and banking. When we speak of insurance in particular, we feel that Insure-tech innovation has touched the tip of the iceberg with the retail sector. A lot needs to happen on insurance distribution related to micro-insurance, agriculture, SME and several areas, where technology will unlock these benefits for the greater good and lead to industry growth."
"The digital ecosystem has become part and parcel of the daily routine of millennials and has opened up new avenues for different types of content (genres) and revenue. The device-led internet ecosystem, coupled with high speed data, has made sports, especially football, one of the leading trends on OTT platforms. With the 2017 FIFA Confederations Cup and 2017 FIFA U-17 World Cup scheduled to be hosted in India for the first time ever, the digital football landscape in India is all set to change. SonyLIV is the largest OTT player for live football streaming with over 3,000 matches streamed live over the year. Streaming major international tournaments like the EURO 2016, UEFA Champions League 2017, and UEFA Europa League 2017 makes SonyLIV the preferred online destination for highly engaged urban millennials."
"CMOs are the new Chief Millennial Officers. 21 per cent of all consumer purchases are made by millennials. By 2020, 20 billion devices will 'talk' to one another and will connect the lives of millennials, who will comprise the workforce of the future. Experiences will bridge the gap between digital, physical, human and everything in-between.
Be it any aspect of our lives - shopping, searching, gaming, watching, communicating - experiences are driving and disrupting industries like never before. The CMO will need to re-invent the possibilities with the right technology and be the nerve centre for disruptive growth of the organisation.
The IT industry is at the forefront of this. Therefore, to stay relevant we need to keeping re-inventing."
"I see the mobile advertising industry as being in an extremely vibrant and dynamic state now. This will continue for the next five years at least. With 4G adoption rising exponentially (with Reliance Jio) and the success and continued growth of video content on mobile, consumers will spend even more time on their phones. Advertisers will soon catch up with this by increasing their budgets on mobile, a platform where content is king and format is queen."
Amidst growing competition and unorganised players in the market, the brand has always ensured that its consumers are well informed about the right technology and products - suited for their individual needs - through marketing efforts. The newly launched ad campaign for Aquaguard, 'Farak Dikhta Hai', is a creative depiction of the benefits of the patented BiotronTM technology with an aim to create a meaningful difference to the lives of the consumers, thereby promoting healthy living.
As a brand, being relevant to the consumers is one of the most important challenges. This motivates the marketers. This challenge gets multiplied when we see it through the filter of the changing media habits of the consumers and the role the internet is playing in their lives. There is a lot more to do in this complex and connected world, where we keep looking for opportunities to create brand love. The role of marketing has moved beyond conventional marketing tools. New-age mediums offer new ways to innovate and experiment.
"There has been a paradigm shift in the eating habits of the urban Indian. A key motivator for this is 'Western comfort food', which is quick to make and fun to eat. FunFoods Mayonnaise helps mothers create juicy sandwiches, wraps, burgers or even a creamy white sauce for macaroni at home. We aim to grow Mayonnaise into a Rs.1,000 crore market by 2020. We successfully introduced consumers to Mayonnaise through the first ever ad campaign in the category. We are now educating them on various usages through digital engagement. We created short recipe videos which are informative and easy to replicate in the kitchen. We also interact with consumers at exhibitions and fairs across the country."
Thanks to the technological advancements, humankind is connected more than ever before. But it has come at a heavy price. We have more friends on our social network platforms than our speed dial. As a side effect of online connectivity overload, we have stopped speaking to each other. So now, I consciously make an effort to strike a conversation either in person or at least where talking and listening propositions are present.
As a marketer, I often think - 'am I really communicating with my consumers?', 'Am I building a social base for my brand or a social-networking base?' So, this year my mantra is to listen to consumers in-person through field visits and strike a meaningful conversation. It is the best way to peep inside the minds of the consumers and understand their pulse.
Digitisation and increased penetration of technology are gradually redefining the state of affairs when it comes to brand business. Specifically in the sales domain, digitisation has not only streamlined all the processes but also opened newer avenues for innovation. With the emergence of intelligent analytics, artificial intelligence-based, trimmed-down processes, we're seeing immensely targeted campaigns that leverage social media, etc. This wave is empowering brands to enhance their sales impact and ROI footprint. Right from mining prospective customer databases, to creating a virtual persona of the target audience, brands are aware that the 'one-size-fits-all' approach doesn't work anymore. Digitisation is leading to customisation.
Everybody has a hobby, talent, interest, an idea waiting to be untapped... if this idea, hobby, talent was to be shared with the world, not only would it earn you an extra buck but even a great name! That's the conversation I am having with most people these days.
Helping individual entrepreneurs and businesses navigate through the 'confusing' online world, helping them cut through the jargon and convincing them that e-commerce, in the long run, is about creating their own individual identities online, is what keeps my hours morphing into days."
Today, the internet landscape has changed dramatically. Online, we have more (local) language users than English users. Clearly, language is going to define the shape of the internet in the near future. We need to create a larger ecosystem for language, from search to creating a better mechanism to tap into the next set of internet users. While we are working a lot on content innovation, we are also focusing on new technologies like big data and recommendation, and on creating in-house tools for data intelligence and so on. From being a content provider, we have evolved and become a product-led company. We are also focusing on user-interface.
"In two words - Mullen Lintas! Since we launched Mullen Lintas some 12 months ago we have executed 13 new launches. Voot, Vistara, Voonik, Gionee, Cleartrip Local, Honda BRV, Dabur HoneySpread, Yoodley, Almond Shampoo and Real Wellness Jamun, MTV Beats, Avenger FLG, Tata Coffee Grand. We are finding the waterscape on the client's side, the tech side and the audience side evolving everyday.
We are enjoying the challenges of new money, particularly. This waterfall of content, backed by VCs that audiences are stunned, amazed by. Dancing under that waterfall. Pulling eyeballs to little idea jigs for our brands, that's refreshing!"
"These are exciting times in the stationery space especially since today's children are well informed and prefer using superior products - thanks to social media. Schools have been imparting all-round education and are not just looking at academic curriculum, but are making children aware of pressing social issues facing the country. Kokuyo Camlin has been riding this digital wave with initiatives like tree plantations, Clean India and promotion of art. Our Camlin Experience App for smartphones gives children an almost real life experience of art."
"I'm excited to run an online video business at a time when India is witnessing an explosion in internet penetration. Almost all social platforms like Facebook, Twitter, Snapchat and Instagram are including video as a core part of their growth strategy, and the quality of internet connectivity in the country is improving every day. More and more people are consuming content, especially video, over the internet today. Live video streaming, original programs by OTTs, increased brand video advertising are all buzz words and I feel we at Vidooly are at the right place at the right time!"
"What is keeping me excited about the business is that every day is a new possibility, a new learning and a new challenge. In our line of work no two days are the same and every moment throws up its own share of drama! It's an exhilarating ride and definitely keeps you going.
What also pushes me to surge forward is my own innate curiosity - a non-negotiable in our line of work. Looking for answers, from consumers and their larger cultural ecosystem, is always such joy."