How brands leverage consumer engagement & brand advocates
Brand leaders share insights on how to create an impactful consumer connect through brand advocates
In today’s digital-driven era, consumers have gained momentum to drive forward the promotion of the brand. It’s not just about putting forth the brand's message to the consumer anymore. It is about creating a buzz and developing a relationship with the consumer so that the consumer uses social media to share their views about the brand leading to brand recall ad ROI.
We spoke to agency and brand heads to get their insights on how a brand can develop consumer engagement, make sure the consumer's values connect with the brand's and become brand advocates.
Kuldeep Chaudhary, Chief Executive Officer, ADOHM says that customer engagement is more than just retaining a customer. “Consumers must not only like the product but also understand its real value and how it impacts their business. This comes from noticing that the value that the company is earning for investing in your product is less than the actual amount invested to acquire it”, comments Chaudhary.
According to Ajit Narayan, CMO, Program Head, SOCXO, most brands fail by not having a customer campaigning process which takes care of the customer post-purchase. Narayan shares, “We assume that a purchase is good enough to exhibit belief. This is where customer service, handholding, and advocacy comes into play. Focusing on endorsements and re-establishing the superiority of the brand is with clear content and campaign.”
“Brands still need to create stories and experiences in a language that makes people connect with the content. The less gimmicky and more transparent you are as a brand, where you keep the customer first, you will garner better engagement”, commented Aakriti Sinha, Director Social Media, Isobar India.
Advertising has become a major component of modern-day marketing strategies, says Sameer Makani, Co-Founder, Managing Director, Makani Creatives. He adds, “Over the years it has built an efficient space within a brand’s business strategy hierarchy. Be it for B2B or B2C communication, implementing advertisements correctly will lead to successfully creating awareness and ultimately foster more conversions and sales. If done keeping the right strategy in mind, consumers are bound to show interest, eventually interacting with the brand. Currently, social media has turned out to be an effortless way of advertising and engaging with customers in a short span of time. Constant intuitive efforts should be made to encourage customers to interact, when executed well, a strong customer engagement strategy will foster brand growth and awareness among the numerous consumers.”
Brand advocates have gained momentum in today's digital-driven age. Chaudhary remarks, “Brand advocates are a new channel of customer-brand contact, it’s crucial to all companies to be part of it because it will increase their relationship with the right audience. It helps to build strong and straight online campaigns.”
Talking about brand advocates, Narayan says they are important, provided they are real and relevant to the brand. “It's not just about reach, but about relevant alignment with the brand's purpose. Brand advocates give customers more reasons to buy more and engage more with the brand. In many cases, customers themselves can act as influencers. To get to that stage one must invest in building great customer relationships, give advocacy opportunities to customers and make an attempt to make the customers famous. The best examples of this come for Royal Enfield in India and Harley in the US. Where customers are the influencers and customers are the advocates for the brand. No wonder these brands have a cult status”, shared Narayan.
Sai Sangeeta Israni, GM Marketing, Spykar Lifestyles Pvt Ltd shares that brand advocates have their own loyal fan base who admire them and follow them closely. She adds, “Using advocates is an ideal way to reach the consumer’s psyche and take the brand’s message forward, in an organic way. Brands tend to have limited conviction power. Spykar has been working with influencers with credibility in the industry to amplify the messaging in an engaging manner. For the recent Spykar ‘Gym Jns’ launch, influencers helped us reach many unique audiences not previously available to Spykar. Influencers demonstrated the product with action-packed activities, therefore creating believability and taking the brand’s conversation forward.”
Rishi Sharma, AVP, Head Digital Marketing, LIVA, P&F Business, Grasim Industries explains that in the earlier days it was journalists who were the channel for third-party validation, awareness, reviews and to inspire their readers. Today in the digital age it is the people, who have a strong opinion. “With the growing dominance of these ‘influencers’, it has evolved beyond being a business model. Brands find this a very effective way to connect with the consumers and are willing to pay these influencers to drive preferences and POVs. However, with growing spends, it is now a cluttered space and there are too many of these brand advocates. There are chances that a brand is misaligned with an influencer and it may create a snowball effect for the brand. It is important that the brand looks for credibility and check their advocate's followers, activities and ability to present a view”, concludes Sharma.
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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
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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.
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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.
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"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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