Flashback 2014: It's time to revisit your communications strategy
Every day, there are new approaches, new technologies, new challenges, even new consumers that brands need to reach out to, says Sagar, Principal & Founder, Genesis Burson Marsteller
The communications landscape is evolving at the speed of thought. Every day, there are new approaches, new technologies, new challenges, even new consumers that brands need to reach out to.
At one time, in fact, brand was just something product companies were concerned with. Today, brand could mean the entire corporate entity, the products, of course, and also services. For each, the imperatives of communication are differently nuanced.
The channels of communications have also changed and evolved. While in the developed economies traditional mediums are under severe strain, here in India, both traditional and new mediums are thriving, which only gives communicators more room to play.
More than anything, though, it is important to consider that while it’s easier to catch up with technologies and tools, it is the more intrinsic aspect of communications that brands need to look and see where they are on those parameters. I was recently part of the jury for exchange4media’s Indian Marketing Awards 2014. One of the things that clearly came through was that brands are increasingly looking at the long-term impact they have—on consumers, on the civil society and on the industry. The winning brands all passed this criterion.
Content and engagement: If a brand wants to build long-term relationships with their consumers and cultivate loyalty, it needs to engage with them through various touch-points. For that it is critical to not just keep throwing its own brands-speak at them but create and share content that is of value to them. Content marketing is no longer at the periphery but at the very core of communications today. Brands need to build a sustained pipeline of content that doesn’t just end at the level of broadcasting it to their consumers but actually starts conversations and builds long-term engagement.
Creative storytelling: Attention spans are receding rapidly and the only way for a brand to grab attention is through creative storytelling. Consumers—for both B2C as well as B2B brands—respond well to narrative flow, especially when packaged creatively in videos, infographics, and other visual tools.
Thought leadership: Owning and projecting knowledge goes a long way in establishing leadership in an industry. Also, it is important to engage with influencers in the subject that the brand has knowledge in. Already, it’s getting crowded at the top, so if a brand hasn’t already espoused a knowledge area, it needs to move fast.
Integrated thinking: No longer are there walls between advertising, PR, digital marketing, events, and so on. Integrated communications is the only way ahead. However, while integrated communication has been a recurring theme for many organisations, there are very few that are actually able to convert the concept into reality and deliver it. For that, it needs to be more intrinsic to the way the organisation thinks and works.
Speed of delivery: One of the biggest areas where change has happened in the last decade is in the speed of communications delivery. Nowhere is this more evident today than in the times of crisis. Brands don’t have the luxury to sit down and contemplate strategies after a crisis has broken. They need to be prepared with scenarios ahead of time and be really on-the-ball with their response.
As communicators, agility is today our most relevant skill. I wish you more of it in the New Year.
The author is Prema Sagar, Principal & Founder, Genesis Burson Marsteller
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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