Mediaboss Marketing

The first edition of e4m Pride of India Brands - The Best of South - conference and awards saw an enlightening panel discussion with industry dignitaries deliberating on Leveraging technology to build brands. The session covered how marketing data and technology were taking businesses to the next level by making their marketing campaigns more relevant, effective and personalised.

On the panel were Lavanya Nalli- Chairperson,Nalli Group of Companies; CS Sudheer- Founder and CEO,Ffreedom App and IndianMoney.com; Nirmal NR- CEO,Zoom Car and Shahir Muneer- Founder and Director,Divo. The session was moderated by Indrajeet Mookerjee- President,Dentsu Creative- South.

The panellists kick-started the session by discussing how technology has catapulted business before and after the Covid-19 pandemic. According to Nalli, I think what the pandemic did was it basically changed behaviours. It was an external event that came out of nowhere. Some of our consumers are not the typical demographic that you would find online but out of the need, they had to become more tech savvy and I think that is the acceleration that we saw. A huge shift in terms of consumer segment that historically has been the hardest to adopt these technologies out of necessity have started to adopt them and then it is for us as businesses to really to just double down on that and continue to make that much more inclusive and accessible to people.

Sudheer agreed and further stated how his company came up with ways to leverage technology. We started IndianMoney.com back in 2008 as a financial education company and by 2019 we were the largest financial education company at its peak. We were educating 5000 people a day on phone. During one board meeting, we decided that we should do something more because the call centre approach, answering 35000 calls a day was not going to scale further. So thats when we decided we should leverage technology to its fullest to solve this problem. But then I wanted to reach out to people and understand what is the real problem. I conducted 28 financial freedom workshops. People used to pay me three thousand rupees per person to attend the workshop and there were 300 people in one workshop. These people taught me in those 28 days of workshop that it is not that they dont know to manage money, but they dont have money to manage. They asked me to tell them how to make money. So that is when we decided that let us graduate ourselves from financial education company to a livelihood education company, he added.

Nirmal NR elucidated, At Zoom Car, we use drive data essentially for every usage of the car especially in terms of heat, brake, acceleration and other things that happen. We use our own algorithms to understand risk. Essentially, some of us are better drivers and some of us are not. So this capability comes from all the data that we gather. We gather all the data, try to understand how good this person is as a driver. You are sharing somebody elses car so you need to take that risk into account. Therefore, this is the kind of AI that we use. That algorithm keeps learning and every second you are going to get data for car which is transferred.

Concluding the session, Muneer said one important aspect of content was the insights we received in terms of the various demographics. The kind of users watching and consuming the content was an important part because when the content creator is creating the content for that particular audience, it is also important for us to be able to ensure that the brand is also reaching to the right audience and the content creators are making a content that is not going to make sense for its audience as well.

The amount of data is extremely vast. It gives a good sense of understanding that we are able to gauge based on what particularly a brand wants, Muneer noted.

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Industry experts share insights on leveraging tech to build brands - Exchange4Media

In the fast-pacing era of technological advancements, businesses around the globe are revolving around customers expectations and customer experiences that has led them to change their strategies with transforming markets. Manufacturing is an important aspect to support any economy and is technologically driven and has evolved by leaps and bounds. Among these contributors, OEM (Original Equipment Manufacturers) have significantly come forward to develop better solutions with the help of the latest technology. However, they do face disruptions from time to time, making it a challenging phenomenon to thrive in the competitive markets.

Digital transformation has the potential to redefine the OEMs industry, which includes automotive, electronics, industrial equipment, and more to name a few. Organizations that quickly turn towards technology while garnering useful feedback from their customers have a tendency to keep an edge in the market. Therefore, the OEMs are readily adopting digital transformation for getting a better reach in the markets.

Digital Transformation: A boon to the OEMs

The need of the hour is to make changes in the business models and to connect to a point where digital meets physical. A digital transformation process includes the implementation of different technologies in various areas of the businesses to deal with traditional problems and disruptions. With substantial improvements in the domains of data collection, information and marketing strategies, OEMs have entered the era where they can have better reach with the help of digital transformation. Although the demand for economic, lighter, smarter and faster products is gradually increasing, the OEM industry is adapting to new methods to keep the momentum active.

Thinking of Business Continuity

The blow of the pandemic proved to be gruesome for many industries, and OEMs were one of them. Due to the situation of lockdown, they were unable to continue their operations, which deliberately led to losses and in some cases, a total shutdown. In this scenario, they needed a remote ability to enable business continuity as every crisis brings an opportunity for growth, these situations led to the businesses briefly considering digital technologies in their operations to improvise their remote efficiency. However, this process needs multi-layer planning with appropriate business research and analysis to have insights into the depths of the business. OEMs are now collaborating with other organizations that could leverage their process of digital transformation. With many functions going online or on the cloud, they could monitor operations in a sufficient manner, enhance remote services and also saves costs for the organization.

Planning to include data-driven decision making

OEMs have faced challenges in terms of gaining new customers for their businesses due to their digital absence. As they cater to a specific domain in the market, sometimes it is difficult for them to find leads for their businesses. Digital transformation allows a company to have an ROI-based lead generation approach while sustaining an online presence, which helps them to have newer leads with consideration of the LTV (Lifetime Value) from their customers. This is made possible by reaching out to the relevant customers at the right place with the services they demand which in return increases the customer response and also customer acquisition rate. For the process, the companies need to have their targets and markets aligned with their goals. They must understand the customer at every level and use the latest technology like analytics to gain insight into the needs and make data-driven decisions.

Making allowances for the latest marketing methods

Businesses have considered that when the traditional methods can be replaced by digital, why should the marketing methods be bourgeois. They need to convert themselves into smart and technologically apt OEMs that can deliver the latest products which are needed in the market at a faster pace. However, first, they need to understand the clients they are delivering to and have a fair understanding of considering different marketing methodologies. OEMs have a challenge of cost saving and digital methods like performance marketing can lead them to utilize their marketing budget efficiently as they only need to pay when they have qualifying acquisitions. The new age of data-driven marketing methods not only gives an insight for better performance but also helps to make necessary changes to get better outcomes with informed business decisions.

Final Takeaway

Manufacturers need to consider digital transformation for a myriad of benefits such as increasing quality of output, accessibility, gaining insight into the market needs, better control over operations and getting a wider reach of their products to relevant customers. In addition, with this transformation, they can enhance organizational agility and reduce costs at the same time. Furthermore, by following a customer-centric approach, machinery can be adopted that is data-driven and can improve productivity. They can also migrate to cloud-based manufacturing to keep their operations aligned and make innovations in the traditional practices. Furthermore, developments can be made according to the equipment that is used under IoT (Internet of Things) to open gates for providing services to new customers in diverse domains. By appropriately following the best practices of digital transformations, OEMs can increase their market reach along with increased chances of better customer acquisition.

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com

The content in this section is curated by the PR and Communications team. For any feedback kindly write to karan.bhatia@exchange4media.com.

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How OEMs are paving the way for digital transformation - Exchange4Media

The exchange4media PR and Corp Comms 30 Under 30 Awards identifies next-generation leaders in the PR and corporate communications industry. It honours some of the brightest professionals, entrepreneurs, game changers and achievers of the industry under the age of 30.

The 30 Under 30 series features winners who share their experiences and trends that have been observed in the domain and where they see themselves in the next five years.

In todays series, we speak to Shrishti Sharma, Account Manager, Adfactors PR.

Excerpts:

How does it feel to be recognised and honoured for your contribution to the industry?

It is an honour to be recognised on a platform of this stature. While the feeling is absolutely overwhelming it also brings with it a sense of great responsibility to not only live up to this recognition but also strive to do better and continue evolving as a PR professional on a daily basis.

What are the key trends that you have noticed in the past year in the PR and Corp Comm domain?

Bill Gates had once said If I was down to my last dollar, I would invest in public relations, and brands understand this now more than ever. The PR and Corp Comm industry is no more limited to coverage and media stories but its role has evolved into being a very crucial advisor to any brand.

Storytelling has gained a lot of prominence. This industry now is more about connecting and engaging with the right audience than promoting a brand/product, by means of narratives that tell a story, an idea or ethos. Additionally unlike old times PR efforts backed by data analytics has become crucial for not only the brands but also PR professionals to understand the impact of a story.

Finally, authenticity is something that has taken centre stage especially after the pandemic. While the intention is always to develop conversations that are engaging and experiences that are custom-made, that human connect has become crucial for people to associate with any brand as authentic.

What is that one industry lesson or experience that you will carry with you throughoutyour career?

Often in our day-to-day work routine, in the race of constantly sharing new ideas with the client or being proactive, we often tend to overlook something that forms the base of our profession, which is COMMUNICATION. This is one industry lesson I will always abide by, keeping communications simple, brief and clear. Something very simple but makes a lot of difference not only in terms of stakeholder satisfaction but ones own clarity of thought, which can help in planning ahead, foreseeing situations and better/faster turnaround.

Where do you see yourself in the next five years?

The idea is to keep learning and gathering more and more skills and ultimately evolving as not only a PR professional but also as a human being who is focused, enabling an environment that is of growth, optimism and sheer joy of being. Professionally I think the sky is the limit. However, in another 5 years, I would like to see myself leading end-to-end communications for a brand, as an advisor/strategist for branding/marketing activities for any brand(s).

The content in this section is curated by the PR and Communications team. For any feedback kindly write to karan.bhatia@exchange4media.com.

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PR industry is more about engaging with the right audience than promoting brands - Exchange4Media

Pebble and Mensa Brands have roped in actor Tiger Shroff for their upcoming campaign to promote Pebbles range of smartwatches.

Speaking about the collaboration, Komal Agarwal, Founder of Pebble, said: Tiger Shroff has made his mark not just as a stellar actor, but also as an icon for todays youth. His drive and energy to constantly improve and stay on top of his game aligns perfectly with Pebbles ethos were delighted to be partnering with him for our campaign. She further pointed out that the actor has a cool, calm and collective persona while achieving his best, and the same matches perfectly with Pebble's temperament as a brand.

Ananth Narayanan, CEO of Mensa Brands, added: Its an absolute joy to be working with Tiger as we start this new chapter of Pebble. Hes a talented artist and the voice of a generation, and were delighted to have him on board.

Actor Tiger Shroff said, Ive never been the kind of guy who waits around for stuff if I want something, Ill go get it and Im willing to put in the work to get it. He also expressed his excitement about being part of the campaign and said: Pebble is the perfect representation of who I am: Im always moving forward, and I need a smartwatch that can keep up with me.

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Wearable brand Pebble ropes in Tiger Shroff as brand ambassador - Exchange4Media

Disney+ Hotstar has collaborated with delivery app Swiggy for the HBO series House of the Dragon which premiered on the platform on August 22. The collaboration between the two has turned the Swiggy rider into a dragon. Consumers can also notice a tag line on the top of the order Fire will reign, hunger will not. Our dragon rider is on the way!

In a LinkedIn post, EVP Hotstar Sidharth Shakdher wrote about the dragons.

https://www.linkedin.com/feed/update/urn:li:share:6967765275446247424?utm_source=linkedin_share&utm_medium=member_desktop_share&utm_content=post

The collaboration initiated interesting conversation on social media with people talking about how Swiggy was using dragons to deliver food.

Last week, the OTT platform also launched a marketing campaign for the series with BFFs Sara Ali Khan and Janhvi Kapoor who were recently seen sharing the Koffee With Karan couch, sharing their excitement to watch the series.

In a video posted on their social media handles, the actors were seen discussing the series. When Janhvi, a Game of Thrones fan, went quizzing Sara about the show, Sara replied House of the Dragon was a new and different show and watching Game of Thrones was not mandatory.

Based on George R.R. Martin's book Fire and Blood, the 10-episode series is a remarkable, turbulent story about the House of Targaryen, set 200 years before the events that captivated global audiences in Game of Thrones. The series is a gripping saga that takes us deep into the extraordinary world of Westeros and explores the Targaryen family - the all-powerful dragon riders who are the seemingly invincible rulers of the seven kingdoms.

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Why is the Dragon delivering on Swiggy? - Exchange4Media