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Global survey among marketers finds that brands top priorities for 2022 are increasing brand awareness, un-siloing measurement, developing personalized strategies, and becoming more purpose-driven

Marketers must gain confidence in their data to focus equally on brand building and customer acquisition, doing so through both upper-funnel and lower-funnel planning and execution, according to Nielsens Annual Marketing Report.

The report Era of Alignment deals with key priorities of marketers for the year ahead and where marketers have struggled over the past two years due to consumers changing media habits.

The report, which surveyed nearly 2,000 global marketers between December 2021 and January 2022, both revealed a digital dominance in how dollars are being spent and exposed marketers lack of confidence in the data behind those decisions. With continued digital fragmentation, marketers report data accuracy, measurement, and ROI are paramount. While 69% of marketers believe first-party data is essential for their strategies and campaigns, and 72% of marketers believe they have access to quality data, only 26% of global marketers are fully confident in their audience data.

Our work at Nielsen is to provide the most complete view of consumer behavior regardless of industry, and our longtime experience in measurement and comprehensive view of the media universe gives brands a 360-degree view that cant be found anywhere else, said Jamie Moldafsky, Chief Marketing and Communications Officer, Nielsen.

This research showcased that marketers want to put money into channels to deliver immediate ROI, however we also see that they must be agile in the year ahead and work across the entire marketing funnel to reinforce brand awareness and acquire more customers. With the upcoming elimination of third-party cookies, its understandable to see marketers prioritizing personalization and aligning their brand with causes their customers care about. Through our solutions and this report were continuing to help brands and marketers get actionable insights to make more informed, and quicker decisions.

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Marketers must have confidence in their data: Nielsens Annual Marketing Report - Exchange4Media

The 12th edition of the India Public Relations & Corporate Communications Conference & Awards (IPRCCA) on Friday witnessed the virtual gathering of some of the brightest minds in the Public Relations and Corporate Communication domain.Among the many insightful sessions that were a part of the agenda, the conference witnessed an eclectic panel discussion on The association/ interdependence between marketing and communication.

The members of the panel were Amit Nanchahal, Associate Director, Corporate Communication, Pepsico; Beedisha Chakrabarti Managing Consultant & VP Delhi, Archetype and Tuhina Pandey Communications Leader - IBM, India and South Asia IBM. The session was moderated by Ruhail Amin, Senior Editor, exchange4media.

Amin opened the panel by asking them to share how merged marketing and communications have become while also staying differentiated at the same time. Chakrabarti shared that the fundamentals of communication have entirely changed and added, Previously, corporate introduced the brand and then communicated to the consumer, which has entirely flipped. It is no longer the company or the brand/marketing team that is shaping the brand but the communication used to reach the consumer and they in turn are shaping the brand. To that extent, communication and marketing are symbiotic, but the voice of the marketing team or external audience is what communication is doing.

Sharing insights on how this relationship has evolved over the last few years between marketing and communications, Nanchahal shared, For an FMCG company at a time where social media is so mainstream and Gen-Z are talking about brands and purpose communication, the importance and relevance of communication and marketing teams has enhanced manifold. From a marketers point of view, today they want you to be a partner in the entire narrative that the brand wants to drive and deliver. That is a welcome change. We were also able to make the brand aware of the importance of social media and influencer marketing as a tool for storytelling and therefore at Pepsico, the communications team handles the whole social media and influencer marketing function.

Talking about ensuring that the sensibilities of both the teams remain on the same page, Pandey addressed the elephant in the room and said, There has been an artistic tension between these teams sometimes traditionally. What is happening is the stakeholders are challenging both the teams to start talking and collaborating. Some collaboration is because we want them to collaborate but the market forces are also getting both the teams at the table together. The broader theme is that the two teams are sitting together more often now. When the two teams come together there is a power to be harnessed and people understand that, its still an evolving relationship.

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The importance & relevance of communication & marketing teams have enhanced manifold - Exchange4Media

One of the youngest entrants in the paints category with a unique proposition of any colour one price, JSW Paints is using Indian Premier League as a vehicle to reach out to the millennial couples who see their homes as an extension of self and want to paint them in beautiful colours, CMO Anuradha Bose told exchange4media.com over a recent video call.

Bose was talking about the brands latest campaign Sawalia launched during the IPL. The film features actress Alia Bhatt in a double role. Paint is a low involvement category and there are many established brands who are used to marketing in a set, traditional manner. We wanted to be different and come out with consumer-centric propositions that allow them to think beautiful. And any colour one price is one such disruptive proposition. This campaign is an extension of that promise.

Bose elaborated that the campaign launched during IPL would run on television as well as Disney+ Hotstar in between the matches during the whole course of the T20 series. To optimise our media plans and OTS, we are currently running the campaign only on IPL, across television and digital. After the series, we will run it for three more months across GECs, news and movie channels, and will also be targeting the non-HSM markets. The prime-time to non-prime time ratio of the campaign will fall somewhere around 40:60 as is usually the case with our brand. This will be supported by a lot of BTL activities, OOH and digital campaigns, as we will take up the brand promise more aggressively.

She added that two-third of the overall marketing budget for the campaign is directed towards IPL.

The media buying duties of the brand are being handled by Mindshare.

On being asked why the campaign was launched during the much-cluttered event of IPL, Bose explained, I agree that IPL is a crowded space but none can deny the reach and attention it gives to the brands. In fact, we were associated with the league last year as well when we were not even a national brand. The league gets a lot of relevant recognition for the brand.

She is sure that Bhats charm and exceptional acting prowess shown in both the characters played by her in the campaign and the distinct promise of any colour one price will help the brand stand out.

Govind Pandey who is the CEO of TBWA/Worldwide, the agency behind the campaign, agreed. It is a unique marketing challenge to communicate for a brand which is a relatively new entrant in a category that is dominated by some well-established players who are used to doing things a certain way. Conventions dont get challenged as the market leaders keep the status quo intact because it suits them. Thats why JSW Paints disruptive proposition of any colour one price is bound to stand out.

He continued that along with the brand promise, using Bhat smartly will work in the favour of the campaign. There are two aspects to Alias personality, wherein at one side she is a fun person, doing a lot of commercial roles, and on the other side, she is also doing intense, pathbreaking roles. And the campaign tries to use both these dimensions of her personality with an aim to create cultural conversations around the brand.

Bose shared, JSW Paints is a brand that believes in keeping the product portfolio simple and relevant to the user. For example, we never launched a separate anti-viral product range when most of the competitors were doing. We introduced these features in our top of the line offering Halo, to make it easier for the customers to pick the right product. Additionally, we are water-based paint, with minimal smell, and roller-based easy application. So, there are a lot of aspects of the personality of our brand that are customer-centric. And we would like to talk a lot more about it. I cant tell you what our future campaigns would look like but you will see more from our end within this year.

Pandey corroborated, In our one-and-a-half-year- long association with JSW Paints, we have worked on many interesting ideas and campaigns, including the inaugural campaign with Ayushmann (Khurrana) and Alia (Bhatt), where we took a social approach to paints saying colours should unify us. And such attempts will continue in the future too.

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'Any colour one price' proposition will help JSW Paints stand out in IPL: Anuradha Bose - Exchange4Media

In an exclusive interview, Neha Ahuja, Head of Marketing at Spotify, talks about the motivation behind associating as a Broadcast Sponsor for TATA IPL 2022 and driving a connect with young Indians in a country where music is a culture.

TATA IPL has returned to home soil and the excitement is through the roof. What are your thoughts about the mega event as a brand as well as a viewer?

Super excited, both as a marketer and as a viewer. From a consumer perspective, just the fact that there are 2 new teams this time around and a lot of player shuffles amongst teams makes it interesting for all the fans. To add to the energy, the fact that we can see fans cheering from stands makes it even better.

From a brand perspective- Any national brand, especially in a leadership position needs scale and sustenance. And IPL gives us that. We believe that the IPL this year will offer a great opportunity to connect with young Indians and further drive awareness and consideration for our brand proposition.

IPL has been an integral part of Spotify Indias brand-building efforts. While youve been an advertiser on IPL on TV in previous editions, this year youve come onboard as a Broadcast Sponsor on Star Sports. Can you tell us about the motivation behind this association on TV and the key objectives you aim to achieve through this?

Being the associate sponsor for IPL 2022, our campaign will be about driving relevance of Music in our lives. The platform and the format give the brand an opportunity to integrate it into their lifestyle.

Spotify completed 3 years in India. We want it to be the platform of choice for music consumption for every single individual in the country.

What role does advertising on television play for a digital native brand like Spotify?

TV has always been an integral part of our marketing plans. While we are a digital native brand and digital marketing is an important part of our media mix, TV has always played the role of primary reach builder for us.

We strongly believe that music as a category is not just restricted to the digital natives but is a part of the culture of this country and hence relevant for everyone.

Can you give us your insight into this years TV campaign weve all got to see during the TATA IPL?

The insight for this year's campaign is simple yet powerful. We believe that music is a grease, and it helps us navigate through difficult, crummy situations. Playing to our strength of a wide selection of over 8 crore songs, the brand highlights how any situation can be made better when looked through the lens of Music. It's a deeply relatable insight highlighting how music has become a vital part of Indias daily social fabric, where people use it as a strong medium to soundtrack their life.

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Many online brands have leveraged IPL on TV to shape consumer behavior and adoption across multiple seasons. Will we see Spotify leverage this association in similar interesting ways?

The choice of being present on IPL as an associate sponsor this time around was a strategic one - We wanted to expand our reach and speak to a larger audience through this campaign and hence IPL was the default choice for this. The presence of future IPLs would again be dependent on our strategic objectives at that time.

With the largest aggregation of audiences on television, IPL is compared to Super Bowl in terms of creative advertising through TVCs. Can you tell us your thoughts about creative advertising on broadcast through a mega event like IPL and how it helps Spotify build recall and shape perceptions?

IPL is indeed becoming like the Super Bowl of India in terms of scale and cuts across consumer segments. Unlike Super Bowl, IPL is a 9-week property which gives brands an opportunity to tell the brand story. We have showcased different everyday situations of India where music helps ease some of the mundane, but inevitable circumstances.

TATA IPL is setting new benchmarks in brand associations, giving leading national brands like Spotify a powerful and incomparable platform to intensify their reach and viewer engagements.

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IPL gives any national brand the scale and sustenance it needs: Neha Ahuja, Spotify - Exchange4Media

We live in culturally volatile times, and its become increasingly important for brands to be able to spot cultural trends and leverage them. Being on the wrong side of culture is a sure-fire way of losing relevance with consumers and stakeholders. Additionally, in rapidly changing times its become even harder to foresee which way the wind is blowing and what forces in the future can impact a brand and its fortunes.

It is, thus, crucial for brands to keep a tab on the emergent shifts in consumer behaviour and attitudes that they can leverage to connect with them, in truly a meaningful way.

At Havas Group, the Prosumer study is our unique tool to predict what tomorrow will look like.Prosumers are defined as consumers who are leading influencers and market drivers, constituting 15-20% of all consumers. What Prosumers are doing today, mainstream consumers will likely be doing 6 to 18 months from now. In turn, The Prosumer Study is built by collecting and analysing prosumer attitudes and behaviours from 30+ markets and over 15,000+ respondents of all ages, genders & ethnicities.

In 2015, the study predicted the rise of nationalism in the USA, a trend that foresaw the appeal of the Trump slogan Make America great again and helped catapult him into the white house.

Here are some more recent examples of trends that have become mainstream and gained traction.

As the world re-opens post-pandemic and consumers re-evaluate their attitudes and priorities, the prosumer study becomes invaluable in its ability to foresee the future and help brands stay ahead of the curve and build meaningful ideas.

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

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Anti-ageing technology, social e-commerce: Trends that have helped brands stay ahead - Exchange4Media