Rewind 2010: Bringing about a business renaissance: VivaKi’s Rishad Tobaccowala
As we enter 2011, businesses are looking forward to a renaissance and the marketing landscape will be driven by four key trends – mobility, retail renaissance, purpose driven marketing, paid, owned, earned media, says VivaKi’s Rishad Tobaccowala.
As we enter 2011, economies all over the world are improving and, in some places like India, soaring. Businesses are looking forward to a business renaissance and we expect that the marketing landscape will be driven by four key trends.
1. Mobility: 2011 will be the year where the word ‘mobile’ is replaced by ‘mobility’. This expanded definition will include mobile phones, tablets and the increasing interconnectedness of devices, which allows for the mobility of content.
Mobile phones, now well over 2.5 billion strong, have always been a force, but increasingly they are not only becoming more powerful and useful, but being joined by tablets like the Samsung Galaxy and the Apple iPad. These tablets are a second form of devices that one can move around with. Finally, due to increased spread of broadband, faster home networking and government-based free broadband wireless in key areas of many cities, we see content moving easily from cloud to device and from device to device.
Marketers will need to prepare for changing consumer behaviour and expectations that mobility allows, which places a premium on speed, convenience and ability to interact with content seamlessly across devices.
2. Retail Renaissance: In a world where online and the Internet is growing, we will find a huge increase in innovation and interest in consumers of physical retail such as storefronts. This will be done to leverage digital technology and also because companies realise that physical presence is key to brand building and differentiation.
In less developed markets such as India, this will be manifested in continued huge retail outlets that combine shopping, food and entertainment and the increased professionalism of food and convenience stores as large companies such as Reliance invest in the retail experience. In more developed markets, we will see three growth areas: A) The link of the online and offline experience in a retail store, where mobile phones will allow one to get pricing and deals offered in stores using services such as Red Laser or Shop Kick; B) The investment in screen-based technology as well as increased service to make stores little ‘world fairs’ filled with excitement; and C) Brands launching ‘experiences’ and physical ways to bring their products alive, copying Apple and Nike.
3. Purpose Driven Marketing: A combination of the lingering impact of the 2008 meltdown, which challenged people’s trust in companies and experts, and the increased scope of social networks like Facebook, Okrut and Twitter are placing a premium on companies that are authentic, community driven and which can be trusted. People are less likely to listen to what you say, but how a company acts. If they see signs of hype or being misled, the social network or what we call ‘The People’s Network’ will spring into life.
In order to thrive in a social network world, companies will need to better express and understand their purpose and recognise they are both economic and social engines of their communities and countries. Areas such as sustainability, community service and contributions to a greater good will be how brands will be increasingly evaluated.
4. Paid, Owned, Earned (POE) will replace Analog/ Digital and Above Line/ Below Line in marketing vernacular: Because of the Internet and social networks, marketers and their agencies will utilise the terms ‘paid, owned and earned’ in their vocabulary more than the analog/ digital or above the line/ below the line lingo of the past.
It has become clear that marketers today have three ways to connect to their customers. They can do so by spending money in advertising and promotion among other things. This is Paid media. They have the opportunity to leverage their own physical assets from packaging to storefronts or their own content/ service assets such as film, database and expertise, which is Owned media. And finally, because of social networks, they can listen and engage with what people are saying and passing along about their brand, which is Earned media.
All evidence suggests that these three media types need to be connected and leveraged together. How companies organise, partner and measure across this platform will be a key development from 2011 onwards.
We have always believed that the future of marketing is bright because as consumers have more control, marketers need to better understand and meet their customer requirements, This will force all of us to become better marketers. With the wide array of tools available to us today, it is indeed a golden age to both market and to rethink marketing, as we know it.
(Rishad Tobaccowala is Chief Innovation and Strategy Officer and member of the Management Board at Publicis-owned VivaKi.)
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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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