A few takeaways that brands and their digital custodians can use.
The Ad Club held its inaugural 'digital review' D-CODE, earlier this week at Mumbai. 11 speakers from different pockets of the media industry, took turns to speak. The proceedings were moderated by Vikram Sakhuja, Group CEO, Media and OOH, Madison Communications, and president of The Advertising Club, who reminded the audience that digital still gets less than 15 per cent of the total ad spend, but boasts around 70 per cent share of mind.
Gyaan at a glance.
Siddharth Banerjee, EVP, marketing, Vodafone
"Pull all data on the consumer and put it into a meaningful format, listen to what the consumer is saying in real time (Social Media Command Centre referenced), focus on 'made-for-digital' creative assets that are native to FB/YouTube, have a startup mindset, don't underestimate the power of 'voice'."
Ajit Mohan, CEO, Hotstar
"Challenge the establishment, however small you are. Don't just have a campaign line; articulate a philosophy. Look for truth in humour and humour in the truth."
Arun Iyer, chairman and chief creative officer of Lowe Lintas
"Don't throw away what you have learnt from traditional marketing practices. Be plugged into new behaviour that technology is enabling. And most importantly, don't trust anyone who says he/she knows everything about digital... they are lying!"
Sapna Chadha, head of marketing, India and SEA, Google
"On digital, partnerships, of all kinds, are critical."
Rahul Johri, CEO, BCCI
"BCCI is the most important 'content creator' in this part of the world. Live sports content is what drives engagement. Cricket is disrupting valuation. Never underestimate the power of live and factual conent. Authenticity is the best form of creativity."
Anuradha Aggarwal, CMO, Marico
"On digital, the AIDA (awareness, interest, desire, action) model is not followed in sequence; often desire comes first. Find consumer insights that activate 'digital tribes' - online communities built on commonalities (examples: #MeToo, love for Korean pop music, Airbnb). So ditch the TG; embrace the tribe. Personalise your idea."
Sam Singh, CEO, South Asia, GroupM
"Tie in your Point of Sale efforts with digital marketing."
Juhi Kalia, head of India and Anthology APAC for Creative Shop, Facebook
"Communities are people united by passion. Be more meaningful, don't live in an 'industry bubble'; look outside of advertising and marketing for inspiration, always stay in Beta mode (like hackers!)... to get the most creative ideas out there, just ask yourself what you would do if you weren't allowed to make a film."
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Mohit Kapoor, VP, Advertising, Reliance Jio
"Go back to first-principle thinking, blend online with offline, merge 'tech' with 'ground level' consumer insights."
Anupriya Acharya, CEO, Publicis Media
"It is 'performance orientation' that matters, not just 'digital'. Apply the test-learn-do approach. Invest in the right mar-tech tools, talent and partnerships."
Tanmay Bhat, co-founder, AIB
"Content should be opinionated, extreme (pro or anti). Don't ask for 'viral videos'; we'll make a video... let's see if it goes viral! Content should be relatable (example: Buzzfeed listicles targetted at a specific type of person). People love positivity, so uplifting content works, as does nostalgic or progressive content. Always call out the 'BS' - content that does so, does well. Always read the comments under your content/on social media."