ITV

Category: Year Enders

  • The show must go on: How AI and Virtual Production can shape entertainment in 2024

    The show must go on: How AI and Virtual Production can shape entertainment in 2024

    Mumbai: As 2023 came to a close, it marked a turbulent year for the media and entertainment industry. Extended strikes by the Writers Guild of America and the Screen Actors Guild-American Federation of Television and Radio Artists led to a standstill for months, leaving wounds that are still healing.

    Major layoffs followed, with big players like Netflix and Spotify facing tough new realities. Some studios even dimmed their lights, while others closed their doors for good, unable to withstand the storm.

    But as the old saying goes, the show must go on. As the entertainment industry gears up for 2024, it’s grappling with the aftermath of the strikes while also looking ahead to the opportunities that digital technology offers.

    Production delays might cast a shadow over the coming months, but there’s also excitement about a potential boom in Visual Effects work that could bring dormant screens back to life. However, the road ahead is filled with uncertainty.

    Two rising stars in the digital ecosystem, artificial intelligence (AI) and Virtual Production, are eagerly waiting to shine in 2024.

    AI allows creators to bring their wildest imaginations to life digitally, automating repetitive tasks and freeing them to focus on more valuable work. But not everyone in the industry is ready to roll out the red carpet for AI, with some fearing that it might overshadow their roles.

    On the other hand, Virtual Production blends the physical and digital worlds, giving directors unprecedented control over the creative process. Its potential is limitless, constrained only by one’s imagination. However, significant financial and technical challenges need to be addressed before Virtual Production can take a bow as the next big thing in entertainment.

    India’s smaller VFX studios, known for their meticulous visual work for foreign firms, are particularly unsettled by the upheavals of 2023 and the digital transition of 2024.

    As AI continues to rise, there are concerns that it might master even these niche visual skills, especially after 2025. With their success tied to the ever-changing international market, India’s boutique studios face complex decisions about their future.

    The main drama of the next act lies in the interplay between digital promise and disruption.

    As the industry moves towards virtual platforms, it’s a delicate balancing act to progress without losing too many of its current stars before new ones can take their place. This profound change calls for careful, compassionate steps, gradually embracing new technologies while staying true to the creative traditions that continue to captivate audiences worldwide.

    If the industry can strike the right balance between the past and the future, 2024 might see a broader revival from the creative low point of 2023.

    Just as the bitter end of this year’s strikes planted the seeds for collective renewal, digital disruption can also bring new opportunities. Despite the apprehension surrounding the coming year, with careful planning, the entertainment industry can continue to write its next exciting chapter. As the curtains rise on 2024, it’s ready to weave both virtual and genuine digital magic into creative existence.

  • Embracing growth and innovation: Looking back at 2023 and the exciting road ahead for 2024

    Embracing growth and innovation: Looking back at 2023 and the exciting road ahead for 2024

    Mumbai: As we approach the end of 2023, it’s an opportune moment to reflect on the transformative journey we have embarked upon, both as a company and for our esteemed clients. This year has been nothing short of extraordinary, marked by significant milestones and growth that have reshaped our trajectory. As I pen down these thoughts, I am filled with a sense of pride and anticipation for what 2024 holds for us.

    The year 2023 has been a remarkable period of expansion for us. We have witnessed an impressive 3X growth, reflecting our hard work, dedication, and innovative strategies. This growth is not just a number; it represents our enhanced capabilities, expanded client base, and the deepening trust our clients place in us.

    One of the most exciting developments this year has been the 4X growth in our experience centers, now spanning across Gurgaon, Mumbai, Bangalore, Chennai, Lucknow, Ahmedabad, Surat, Pune, Hyderabad, Chandigarh, and Kolkata. These centers have become the cornerstone of our client engagement strategy, offering immersive and interactive experiences beyond traditional service models. They have enabled us to connect with our clients on a personal level, understanding their needs and preferences in a dynamic environment.

    2023 also marked our foray into the international market with the launch of a Joint Venture in the United States. This strategic move has diversified our portfolio and opened up new avenues for growth and innovation. The US market, with its unique challenges and opportunities, has allowed us to refine our offerings and tailor them to a broader audience.

    In our quest to be more inclusive and cater to a wider demographic, we launched a dedicated Men’s Segment this year, with an array of wigs and products to cater to gentlemen’s diverse needs. This initiative has been particularly close to my heart, as it represents our commitment to understanding and serving the different needs of all our clients. The response to this segment has been overwhelmingly positive, reinforcing our belief in the importance of inclusivity in business.

    As we set our sights on 2024, we are buoyed by optimism and a clear vision. We plan to open experience centers in the top 20 Indian cities to enhance our market presence. In addition, we project a Rs.60 Crores Annual Recurring Revenue (ARR), a goal that is ambitious yet achievable given our current growth trajectory. This projection is not just a financial target but a reflection of our aspirations to continuously evolve and excel.

    In 2024, our focus will remain steadfast on innovation and enhancing client satisfaction. We believe that the key to sustained growth lies in our ability to adapt, innovate, and stay ahead of industry trends. Our team is already working on several new initiatives that promise to bring fresh perspectives and solutions to our clients, leveraging our uniqueness of offering 100% natural, ethically sourced hair extensions and wigs. This commitment to natural, high-quality products sets us apart in the industry and is at the core of our business philosophy. We are also working to provide a more hassle-free trial and installation experience at our advanced centers to improve our service offerings.

    Building on our successful entry into the US market, we plan to strengthen our global footing. We aim to establish more partnerships and explore new markets, ensuring our services are accessible to a broader audience. This global expansion will drive growth and enrich our understanding of diverse markets and client needs.

    As I look back on 2023, I am filled with gratitude for the trust our clients have placed in us and the dedication of our team. Looking forward to 2024, I am excited about the possibilities the new year will bring for us. We are on a journey of continuous growth and improvement, and I am confident that the coming year will be another chapter of success and innovation in our story.

  • How has the year 2023 been: Looking back at the incredible journey for PitchOnePR

    How has the year 2023 been: Looking back at the incredible journey for PitchOnePR

    Mumbai: The year 2023 has been a great learning experience for PitchOnePR. It not only helped us grow as professionals but also enabled us to achieve several milestones. As a pure-play Public Relations and Communications company in India specializing in cleantech/energy communication, we have gained several industry insights and valuable lessons this past year. The Public Relations industry in India, in general, has witnessed an upward trajectory amid a rapidly evolving communication landscape, and I believe that we have played a crucial role in this growth. As per PRCAI’s annual study of Public Relations Insights, Nuggets, and Trends for 2022-2023, the Indian PR industry currently makes up 8.5% of the Asia-Pacific market and around 1% of the global industry. This steady growth includes a 13% increase in 2022, a sharp jump from 2021.

    The numbers can be accredited to the changes the industry has seen in how the new-age companies perceive Public Relations and Communications. Today, different brands, regardless of their scale and size, are embracing public relations as they come to terms with how the service can positively impact their brand value. The public relations segment has also experienced a lot of disruption in terms of the adoption of advanced technology, training resources, and a closely connected ecosystem with journalists. As an industry player, I have observed a noticeable shift in the attitude towards the segment as more entities focus on creating a symbiotic process backed by technology and skilled talent.

    While we continuously work on staying ahead of the industry trends and technological integration, there has been a noticeable shift in how the new age media is being perceived. Amid the burgeoning changes, one thing has remained constant – the value of traditional PR, which makes up the print, electronic media, and core news media. Traditional PR still takes precedence over the new age and upcoming media platforms. This has to do with the fact that individuals still consume most of their news from traditional news media. We acknowledged early in our professional journey that a blend of both is a must to engage the audience and navigate the evolving industry landscape.

    Being a new-age PR,  we aspire to become the first to streamline impactful clean communication in India. We focus on connecting with sustainability-focused clientele and help communicate a unique brand story through well-researched and data-backed content.

    Recently, we have observed a thriving ecosystem of implementation-level entities in this industry along with a robust presence of those acting as their support system. For instance, from electric vehicle ecosystem developers to water sanitation solution providers and solar installers, various stakeholders have gained prominence in the industry in the past year. Similarly, to support them, entities like NBFCs, peer-to-peer lending platforms, angel investors, and micro venture capitalists are proactively funding cleantech enterprises and companies promoting sustainability. This closely knit ecosystem of cleantech companies, implementers, financiers, and those helping to develop the system are seeking PR support and expertise to communicate with each other and their audience about their sustainability-focused initiatives.

    This particular trend is accelerated by the constant need to disseminate timely information about the rapidly changing policies and changes in dynamic sectors like the electric vehicle or renewable energy segment. For instance, the recent revision of the FAME-II subsidy prompted EV manufacturers and EV financing companies to quickly communicate the repercussions of the change in subsidy amount to ensure their clients are aware of the same and continue to have uninterrupted access to their products or services regardless of the impact. Over the years, we have gained in-depth knowledge and expertise in these segments, which equips us with the tact and strategies to help clients disseminate their line of communication on time.

    In recent years, several legacy companies with traditional brick-and-mortar business models, who were previously not open to Public Relations, have been embracing its services. This particular trend was ongoing post-pandemic, but this year, it has picked up its pace as more companies are now keen on amping up their PR activities. For instance, several roof panel installation companies and recognized wire and cable companies are seeking to communicate their discussions in the media in the interest of investors and the general public.

    Today, a large part of the core Public Relations discussions have swiftly changed from just talking about the brand or its spokesperson to more about data-driven discussions, like surveys, key numbers, and market trends. Brands are now proactively creating data and working on the key areas to ensure that their products, services, and CSR activities provide talking points that convert into engaging communication.

    Interestingly, there has also been a significant rise in regional PR spending, which rose from 15% of PR budgets three years ago to 25%. This trend reveals how India’s Tier-II and III cities are prompting growth while fueling demand for localized content strategies. The clients also expect Public Relations companies to play a more strategic role and help them solve their problems. Although clients’ budgets have increased for extensive PR efforts, they have become value-conscious and seek tangible results that can be measured in terms of ROI and deliverables. This has driven our industry to employ a set of qualitative and quantitative measures, including brand perception surveys, tracking KPIs, and customer sentiment analysis to gauge the impact of their PR campaigns.

    Lastly, we have noticed an amalgamation of how the new age of Public Relations is interacting with the world of social media. While we continue to leverage the traditional media, we have also started disseminating communication on social media in a more integrated fashion. For instance, LinkedIn has shown significant potential for PR communication, and verticals like LinkedIn News continue to amplify them further. This proves that traditional PR methods like press releases and effective media relations still hold relevance, and the digital revolution has created new avenues for us to explore for engagement and storytelling. As an industry player, we have been leveraging LinkedIn’s potential, webinars’ appeal, and digital news reach to communicate our clients’ visions and messages.

    PitchOnePR will continue to focus on cleantech and clean alternative fuel verticals in 2024.

    From hereon, 50% of our clients will belong to the clean energy segment, while the other 50% will encompass Fintech, D2C, and tech segments. To support our growth objectives, we aim to accelerate our hiring process and increase our employee strength by 2X by 2024. We envision building a flexible work culture, and to achieve it, we will continue to operate on a remote model for now. However, we have planned to open a new office in Delhi NCR by 2024, which will follow a hybrid model and offer our employees the flexibility to choose. We acknowledge that managing lethargy, retention, and training can emerge as a problem, so we plan to follow module-based and cohort-based learning for our employees. Keeping these beliefs at the core of our practice, we aim to enter the new year with a renewed vision to help our clients voice their opinions in front of the world.

  • Chtrbox’s stellar 2023: Awards, mega brands, and influencer triumphs: Karan Pherwani & Mrunali Dedhia

    Chtrbox’s stellar 2023: Awards, mega brands, and influencer triumphs: Karan Pherwani & Mrunali Dedhia

    Mumbai: As we bid farewell to 2023, Chtrbox reflects on a year of resilience, growth, and innovation. The dedication and hard work of our team have led to significant achievements, including winning Entrepreneur India’s Influencer Agency of the Year Award and Best Brand Engagement Campaign for National Geographic India. Additionally, Mrunali Dedhia, vice president of Chtrbox, secured the Emerging Leader Award by Indian Television.

    Diversification and expansion defined our journey in 2023, as we welcomed brands like Kotak Life Insurance, SBI Card, ICICI, Piramal Finance, Samsung, and Vivo into our portfolio. Our strategic brand partnerships flourished, with highlights such as leading Warner Music India’s College Campus Ambassador program, resulting in a crossover brand collaboration with Flipkart Fashion for the exclusive Gen-Z collection, Spoyl and exclusive tracks released by WMI, ensuring both brands’ marketing objectives were met!

    For global tech giants like HP and Samsung, we spearheaded associations with leading Bollywood celebrities such as Kiara Advani, Varun Dhawan, Vijay Verma and more! Our tactical campaigns, such as the one for Pilgrim’s Hair Growth Serum, demonstrated our ability to drive a threefold increase in product sales. Furthermore, we mobilized 100 student ambassadors to amplify awareness for Bata’s ‘Sneaker Studio’ launch.

    Through ChtrForGood, we led strategic creator-led campaigns for Girl Effect, an international non-profit in the NGO sector dedicated to supporting girls through adolescence and empowering them to make positive choices about their health, education, and economic future. We collaborated with creators to curate impactful campaigns, particularly focusing on sensitive topics like sexual and menstrual health, to raise awareness and advocate for the well-being of girls in these communities.

    Chtrbox Represent onboarded over 30 creators in 2023, leading to impactful campaigns with brands like Estee Lauder, NYX Cosmetics, Tomorrowland, Coke Studio, and more. Our exclusive creators were part of groundbreaking campaigns, collaborating with celebrities and participating in on-ground events for renowned brands. For example, Shantanu Dhope was part of Estee Lauder’s ‘My Shade My Story’. The dancing duo Sonal Devraj and Nicole Concessao collaborated with celebrities like Hrithik Roshan for International Dance Day, Tiger Shroff for Heropanti 2 , Vicky Kaushal for Zara Hatke Zara Bachke and The Great Indian Family. Our creators from Represent were invited for on-ground events for brands like Nars, Tira X Hermes, Cerave, NYX, Benefit Fanfest Mascara Event, Rare Beauty, MamaMia x NMACC and Lancome.

    2023 witnessed brands increasingly delve into hyper-local strategies through campus ambassador programs, fostering relatability with Gen-Z audiences. Collaborations with nano-micro influencers are increasingly becoming a must-have in brand campaigns. A significant shift was observed as brands transitioned from traditional digital creatives to influencer-led content for performance marketing, humanizing communication and concurrently driving conversions.

    As we enter 2024, we anticipate a significant shift in brand strategies. Brands will increasingly recognize the impact of content creators and strategically appoint them as brand ambassadors to leverage their influence beyond traditional forms of creator-led content. Social commerce will gain momentum, transforming social media platforms into virtual marketplaces. Long-term partnerships with influencers will replace one-off collaborations.

    Under our newly launched social wing, ChtrSocial, we aim to empower brands to become creators. Collaborating with Spotify Premium’s India team and working with Tyaani by Karan Johar, ChtrSocial generated compelling content to boost engagement. Some other notable collaborations also include associating with Bata to design custom merch for their North Star Sneaker Squad and partnering with Tata Steel Nest-In to curate topical brand films.

    Looking ahead, we foresee an increase in AI-made hyper-personalized content in marketing. Advanced copy, video and image generation tools will make content interactive and more immersive. Humanized content will rule with authentic voices and relatable personalities driving engagement. Brands will need to collaborate with relevant creators, build personal brands and story tell to reach their target audience. Short-form content will continue to attract new audiences, but a growing emphasis on long-form content will be crucial for building brand affinity and loyalty. As the landscape evolves, Chtrbox remains committed to driving innovation and success for our clients in the dynamic world of digital marketing.

  • Skillmatics caps 2023 with a global footprint and record growth: Dhvanil Sheth

    Skillmatics caps 2023 with a global footprint and record growth: Dhvanil Sheth

    Mumbai: Incepted in 2017 by Dhvanil Sheth and Devanshi Kejriwal, Skillmatics has emerged as a prominent global games and toys brand. With the sole mission of transforming the concept of ‘learning through play’, the brand’s expertise lies in developing innovative learning resources and educational games for children of all ages. Operating on a direct-to-consumer (D2C) model, Skillmatics has rapidly evolved into an award-winning brand gaining a myriad of accolades for their innovative offerings.

    In a bid to alter the traditional idea of learning, by integrating it with play, the founders of the company discovered three primary challenges that modern-day parents frequently encounter. First, parents wanted products that enabled skill-building in their children through independent play. Second, excessive screen time was having an adverse impact on the development of children, and finding engaging alternatives to screen time was a top priority for parents. Lastly, parents globally were looking for sustainable non-plastic products. Skillmatics seeks to address these problems with its range of innovative, content-led products that build core skills and reinforce key learning outcomes through play. Additionally, Skillmatics products are carbon neutral and made using sustainable and recyclable materials.

    Current achievements

    In the short span of five years, Skillmatics stands out with a user base exceeding seven million, a dedicated team of over 200 professionals and a diverse product range. What started with just one range of preschool learning aids has since expanded its product range in a big way by entering multiple new categories like guessing and trivia games, art and craft kits, puzzles, family board games, and more. They started off with 10 SKUs and currently stand at over 200 active SKUs. In addition to broadening their product line, Skillmatics has significantly increased their geographical reach too. With a presence in over 15,000 retail stores worldwide, including leading retailers such as Walmart and Target, the brand’s exquisite product range can also be found in popular stores including Hamleys, Crosswords and others.

    While the company’s physical expansion is surely tremendous, its online growth is also nothing short of incredible. Across several categories, including games, preschool, and arts and crafts, Skillmatics is amongst the top five brands on Amazon and a global bestseller with 1,50,000 4.7-star reviews. Apart from this, the brand enjoys a notable presence on Flipkart and has also partnered with well-known international brands including Peppa Pig, Disney, Marvel, and Harry Potter.

    Although their widespread online and offline popularity is proof of the high quality of their products, the 25 international awards and accolades that they’ve earned over the years serve as an additional testament to the relevancy and reliability of their educational resources. These include NAPPA, Parents Best Toys and Toy Insider for their bestselling products like Guess in 10, Foil Fun, Rapid Rumble, Found It!, Write and Wipe Activity Mats, Who Knows You Best? and High Contrast Flash Cards. Furthermore, Skillmatics’ best-selling game “Guess in 10” has become a global sensation and a household name in a short span of time.

    Future outlook

    The robust current growth trajectory of Skillmatics indicates that its future growth will be nothing short of remarkable. As a brand that started off with just Rs 40 lakhs as initial capital, Skillmatics today has grown to become a multi-million-dollar company with a worldwide presence and 100 per cent consistent growth. It recorded a revenue run rate of Rs 265 crore for FY 2022-2023 and anticipates a revenue run rate of Rs 425 crore for FY 2023-2024. In addition to their existing product range, they aim to broaden their offerings by introducing 50 plus new products annually across a wide range of categories.

    Creating playful learning experiences for children, Skillmatics strives to become a trusted market leader in three core markets i.e. USA, UK and India. Scaling up their offerings, the company aims to penetrate new markets and expand their distribution network. Diversifying their established presence, they also look forward to launching newer global brands in related fields.

  • Innovation and growth: A recap of 2023’s pivotal moments in various industries

    Innovation and growth: A recap of 2023’s pivotal moments in various industries

    Mumbai: The diverse landscape of 2023 saw significant developments across various industries, with key players reflecting on their achievements and outlining future trends. From the resurgence of ethnic fashion to groundbreaking strides in plant-based nutrition, and the evolution of digital healthcare initiatives, each sector had its unique story. Additionally, leaders in public relations, creative agencies, and marketing shared insights into the shifting dynamics and emerging trends. As we enter 2024, these snapshots offer a glimpse into the innovation, growth, and transformative journeys that define these industries.

    Here are some insightful quotes from various personalities

    Shobitam  co-founder & chief product officer Aparna Thyagarjan,

    It has been a fabulous year for ethnic fashion. We witnessed a post-pandemic festive boom where every category did well. They say fashion repeats itself and we saw it. Multi-hued Checks and plaids on Kanjivarams, a hot trend in the 60s, made a sparkling comeback this year. We saw a huge demand for this from our customers across the globe.

    In the age of social media, it is all about standing out and wearing outfits that bring out your personality in the most authentic way. A fusion outfit becomes an effortless choice to achieve that, as it can seamlessly fuse two distinct styles to yield a unique charm. Our fusion sarees like Chikankari saree with Banarasi border, Tussar silk sarees hand painted with Gondh art, and Trench coats crafted with Banarasi fabrics were instant hits with our customers.

    We are also living in times of conscious shopping where the aim is to maximize one’s wardrobe. People also want to travel light and fuss-free for occasions.  Hence the Mix and Match trend is here to stay where one can create multiple looks with a chic blouse or crop top. Our Mix and Match blouses have been a bestseller throughout the year for this very reason as they are very versatile and can be used in multiple ways.

    In the coming year, there will be an iteration of mix-and-match trends. We will see a lot of metallics and pastels. The year will see more pastel representations of Banarasis and Kanjivarams. Indigenous folk art forms like Lambani art, Pichwai, and Pattochitra will dominate the ethnic fashion scene in 2024.

    Nourish You co-founder  Krishna Reddy

    This year has been one with many milestones for Nourish You. Our strategic choices guaranteed an anticipated four-fold growth this year, showcasing our commitment to quality and innovation. The strides we’ve made, from securing substantial investments, and our first-ever acquisition to groundbreaking developments, have been phenomenal. Welcoming Samantha Ruth Prabhu into the Nourish You family as both an investor and ambassador has been an honour. Her long-standing relationship with our brand as a loyal consumer has significantly elevated our industry standing. Our achievement of securing $2 million in a seed round has served as a catalyst for our progress, what really stood out was the trust from investors like Nikhil Kamath (Co-Founder of Zerodha), Abhinay Bollineni (CEO, KIMS Hospitals), Rohit Chennamneni (Co-founder of unicorn Darwinbox), Abhijeet Pai (Co-Founder, Gruhas Proptech), Y Janardhana Rao (Triumph Group), Amplify III PCC, Triumph Advisory & Consulting (FZE), Mr. Himank Duvvuru. Nourish You also secured esteemed awards like the Poshak Anaaj Award 2023 from the Indian Institute of Millet Research (IIMR) and the Best Alternative to Dairy accolade from the Plant-Based Foods Industry Association (PBFIA) for Millet Mlk, affirming the credibility of our brand.

    Our greatest milestone for this year was our first-ever acquisition. We’ve recently acquired One Good, India’s Most Affordable and Versatile Vegan Brand. This acquisition represents more than a strategic business move; it’s a significant step forward for the entire plant-based industry. By combining forces, we are set to revolutionize accessibility to high-quality, affordable plant-based products in India. Through their shared commitment to innovation and accessibility, this union promises to elevate the entire landscape of plant-based offerings, fostering a more inclusive and sustainable future for consumers and the planet alike.

    The Food and Agriculture Organization and United Nations recognised 2023 as The International Year of Millets, which has also given millet brands like us a fantastic boost.  Participating in platforms like G20, Gulfood International Convention on Millets (Odisha), International Nutri Cereal Convention 5.0, and India Food Forum, Nourish You showcased the transformative potential of millets, advocating for sustainable nutrition on a grand scale. Additionally, recognition at the Prime Minister’s Shree Anna conference elevated our mission to national prominence.

    The journey of Nourish You in 2023 exemplifies our commitment to nourishing lives and communities worldwide through wholesome, innovative food choices. In 2024, we gear up to amplify our commitment even further through strategic marketing initiatives and fortified brand identity; we aim to elevate our brand-building efforts. Concurrently, we’re deepening awareness about the benefits of superfoods, continuing to lead the charge in innovative advancements within this realm, while also prioritizing the enhancement of accessibility to these nutritional powerhouses. By fostering a deeper understanding of superfoods, pioneering new innovations, and making these options more accessible, Nourish You remains steadfast in its mission to nourish individuals, farmers, and the planet, fostering a cycle of sustainable wellness for all.

    Doceree  founder and global CEO Harshit Jain

    “The year 2023 witnessed an incredible evolution within the life sciences ecosystem, fuelled by unprecedented advancements in digital healthcare initiatives. With pharma marketers becoming assertive about the potential of Artificial Intelligence (AI) in creating solutions better and more effective than ever before, the year witnessed a strategic inclination towards making data-driven decisions across diverse marketing dimensions. The year also witnessed a massive shift in ROI towards script lifts over HCP reach. As we step into 2024, the landscape will continue to redefine itself, embracing personalized strategies that leverage AI and targeted engagement with endeavours of heightened precision in reaching HCPs. At Doceree, we are committed to spearheading this digital transformation, fostering fruitful global partnerships, and empowering the life sciences sector to achieve new milestones in a responsible, ethical and effective manner.” – Harshit Jain MD, Founder & Global CEO, Doceree.

    Talking Point Communications (TPC) founder, Naina Aggarwal Ahuja

    Trends witnessed in the PR industry in 2023 and what to expect in 2024′

    “In the realm of public relations, 2023 saw a surge in digital storytelling, with brands adopting multimedia formats to connect with diverse audiences. There was also a lot of focus on heightened focus on authenticity and purpose-driven communication, as consumers increasingly seek meaningful connections.

    In 2024, we are likely to see an integration of AI tools for data analytics which will help streamline campaign strategies, while sustainability and social responsibility will continue to be important themes. The evolving media landscape and emerging technologies will demand adaptability, making agility a prized asset for PR professionals. It will be a year where innovation meets purpose, and storytelling remains at the heart of successful communication strategies.”

    Virtue Worldwide creative head APAC Hayden Scott

    2023 has been an exciting year full of growth and great work. The VIRTUE India grew substantially with exciting hybrid talent from varied backgrounds joining the party. We also stabilised and doubled earnings on key accounts and put out work that got us attention and accolades. Not bad for an agency as young as us! We see 2024 as being a year where we continue to expand our client roster and choose partners that believe in and respect the power of creativity.

    Konica Minolta India managing director Katsuhisa Asari

    Printing industry

    “2023 was a testament to the print industry’s resilience and adaptability in striking innovation, particularly in the realm of digital printing. Digital printing has become the preferred choice for many businesses due to its cost-effectiveness, versatility, and quicker turnaround times. The digital printing segment is projected to grow at an impressive rate of 6.7 per cent annually, cementing its place as a dominant force in the industry.

    As an industry leader, we reached out to an untapped clientele in the hinterland of the country, across tier 2, 3, and 4 cities, with the latest tech in production printing and digital printing tech, empowering Indian businesses to successfully shape the future of the Indian Printing Industry, which is expected to reach a market size of to 279 billion rupees by 2025. By leveraging its strengths in intangible assets, Konica Minolta also seeks to create customer value through co-creation with customers.”  

    ESG:  

    “Staying committed to equitable and all-encompassing smart sustainability, Konica Minolta has been established as a pioneer, segment-starter, and innovator who leads the way in both digital and physical print solutions. Sustainability will continue to spearhead print solutions in 2024, as it did in 2023, with a greater emphasis on margin-friendly, ecologically sound solutions that can be driven at scale. Sustainable solutions are growing to become the need of the hour for businesses because they lead to an increase in operational efficiency, attract new customers, increase competitive advantage, build public trust, most importantly contribute to a healthier planet, and in driving cost savings, customer loyalty, and employee morale.  

    We set our global ESG vision in creating a positive impact on society while ensuring the longevity of our business, aiming to become carbon-minus by 2030. To support this mission in India, we partnered with a renowned logistics company to deliver products and accessories via 2-wheeler and three-wheeler EVs to local customers, and under the PRAYAAS Initiative planted 4000 plants, which culminated in 2023. Together, we can multiply efforts to execute sustainable goals at scale, that will prime us and our businesses from future disruptions.  

    Turmeric Consulting founder and principal consultant Roopa Badrinath

    The year that was – 2023 dealt a blow to humanity with wars and catastrophic natural disasters. The geopolitical uncertainties cast a shadow on organizations with relentless pressure on revenues, margins, and profits.  Generative AI kept all professionals awake in the night.  Organisations were running prototypes to see which areas of their organization could use AI efficaciously.  There was consternation about the possible entry of human biases into AI algorithms.  Globally, DEI faced a backlash which had the potential of undoing years of concerted work in the space of affirmative action and inclusion of historically under-represented groups. The movie ‘Barbie’ became a poster child for DEI and earned both accolades and brickbats for its take on patriarchy and toxic masculinity.  Conversations around mental health and menopause showed signs of normalization.  Women rocket scientists were at the forefront of our country’s successful moon landing of Chandrayaan-3 which could inspire several young girls to be what they see.  The DEI needle also showed signs of moving beyond women as a diversity strand to include LGBTQ, PwDs, neurodiverse spectrum, and generational diversity.  Organizations began to acknowledge the importance of remote working for women to expand the shrinking talent pool.  In addition to several campaigns that challenged stereotypes, work like #ShareTheLoad from Ariel challenged gender role stereotypes effectively.  Industry bodies like ASCI and Unstereotype Alliance played a definitive role in raising awareness around DEI through impactful sessions for the A&M industry.

    Focus for 2024 – AI will continue to occupy our mind space in 2024.  But more as an ally than as a threat.  Serious efforts will be expended on eliminating human biases from AI.  Companies will focus on arriving at a win-win formula to reduce the friction with employees on return to office and flexibility.  Mental health and well-being will continue to be critical to address the burnout faced in 2023. Companies will be mindful of performative DEI with consumer and employee activism continuing to demand accountability from them on both the DEI and ESG front.  While continuing to push for ROI, leaders will realize the business case of DEI and prepare for a marathon as against a sprint.  Creating a strong sense of belonging (which is critical for employee engagement) through intentional inclusion will lead to an increased focus on pulse or listening surveys action planning.  Industry bodies like WFA, Cannes Lions, ASCI, etc will continue to goad the A&M industry to step up and be the lighthouses of positive behavioural change through the work they do.

    Let’s Influence founder Bhawna Sethi

    As the year wraps up, let’s think about the journey we had in marketing – growing, trying new things, and making real connections. In every ad, plan, and interaction, we told stories that meant something and used strategies that got attention. This year wasn’t just about hitting targets; it was about making genuine connections with our audience and leaving a strong impression on them.

    In the world of marketing, every click, share, and interaction is like a musical note making our success song. As we say goodbye to this year, let’s take with us the things we’ve learned, the wins we’ve enjoyed, and the problems we’ve faced and overcome. Every marketing project was like a canvas where creativity mixed with strategy, creating exciting and effective campaigns.

    Looking forward, the new year brings opportunities for new ideas, unexplored areas, and lots of creativity. Let’s keep pushing our limits, welcoming change, and making stories that not only sell things but also touch the hearts and minds of our audience. As marketers, we create experiences, and in the next year, let’s craft stories that not only sell but also leave a lasting impression.

    Here’s to a year of fantastic marketing, a collection of brand stories, and a future with lots of possibilities. May the next year be a canvas for our bravest ideas and the stage for our most successful campaigns. Cheers to a Happy New Year from the marketing world – where every story begins, and every brand speaks its truth.

    Curefoods founder Ankit Nagori

    An e-commerce pioneer, Ankit Nagori is the Founder of Curefoods, the leading F&B operator in India, which houses popular food brands like EatFit, CakeZone, Sharief Bhai, Chaat Street, YumLane, Juno’s Pizza, and so on. He is also a co-founder of Cure.fit, a holistic healthcare platform.

    Soon after his graduation in 2007, Ankit founded a social media startup- Youthpad, which he ran for three years. He then joined Flipkart as a manager, where he rose quickly among the ranks to spearhead the company’s operations as its Chief Business Officer. In 2016, after a six-year tenure at Flipkart marked by several groundbreaking initiatives launched by him, Ankit left the company to establish Cure.fit, along with Mukesh Bansal. In his current role leading Curefoods and EatFit, his ambition is to grow the company further as a forerunner in the cloud kitchen space and expand its network across the country encompassing a diverse range of cuisines and food brands.

    Ankit’s commitment to this industry is fueled by his longstanding passion for food and fitness – a trait he is also well-known for in his personal and professional circles. He is famous for hiking the 9km distance between his home and office in HSR Layout to commute for work.

    A sports enthusiast, Ankit captained the cricket group at the Indian Institute of Technology, Guwahati, his alma mater. He continues to honour his love for cricket by regularly participating in his cricket club matches as a pace bowler. He is also an active volunteer with the Simply Sports Foundation.

    An avid movie buff and a voracious reader, Ankit’s eclectic choice in literature spans mythology, political commentaries, thrillers, and graphic novels. He has perused Mahatma Gandhi’s The Story of My Experiments with Truth and the Mahabharat a few times. Ankit also draws inspiration from meeting new people.

    Frodoh World founder and CEO Russhabh R Thakkar

    As the year draws to a close, I am excited to reflect on Frodoh’s journey in the Connected TV advertising domain throughout 2023. We have navigated the landscape as a challenger brand, learning and growing along the way.

    In a dynamic industry, our focus on reaching and engaging audiences has been unwavering. This year, we have observed a notable shift as advertisers increasingly recognize the potential of Connected TV advertising to reach premium and affluent audiences. Advertisers are leaning towards CTV because of its precise targeted advertising, ensuring better engagement with specific audiences. Unlike traditional methods, this approach proves more effective in reaching the right demographics. CTV’s easy integration into smart homes and the rise of wireless tech contribute to its appeal. By also strategically targeting users exposed to Connected TV ads on mobile platforms, we have harnessed the power of action-oriented creatives.

    As we bid adieu to 2023, the numbers paint a vivid picture—25 per cent more connected households, 3+ daily hours of content consumption, 30 per cent growth in regional content, 40% voice command adoption, 15 per cent rise in gaming engagement, and a 20 per cent surge in personalized ad engagement—all etched on the canvas of our connected TVs, shaping a year where technology and humanity converged. Looking ahead, we are bullish about the trends shaping the Connected TV space in 2023. Our commitment to innovation remains steadfast, ensuring we stay at the forefront of industry advancements for the success of our clients.

    Here’s to a transformative 2024, marked by continued growth, learning, and the limitless possibilities within the ever-evolving digital ad-tech space.

  • Future of advertising and marketing in India in the year 2024: Sachin Kumar

    Future of advertising and marketing in India in the year 2024: Sachin Kumar

    Mumbai: Marketing has unmistakably changed over time, moving from mass advertising to a more specialised and individualised strategy fueled by data, technology, and consumer preferences. As new platforms and technology appear, the market continues to change quickly, allowing marketers to innovate and modify their approaches to satisfy shifting consumer needs.

    So how does 2024 look to be shaping up the future of advertising and marketing?

    – Rise in AI-driven social commerce

    With features like shoppable posts and in-app transactions, social commerce will be increasingly more integrated by 2024, facilitating direct product purchases by users from their social media feeds. To provide their customers with a seamless social commerce experience, brands must concentrate on optimising their social media profiles for sales, producing engaging content to entice consumers to buy, and utilising the newest social commerce features to streamline the purchasing process.

    AI algorithms will play a crucial role in predicting and suggesting products based on user behavior and preferences. For instance, AI can analyze a user’s past purchases and browsing history to recommend products that they might be interested in, directly on their social media feeds.

    – Advancements in delivering more and more personalised advertising

    AI and machine learning will be used to understand individual preferences, behaviors, and purchase histories. This will enable the delivery of content that feels custom-made for each recipient. This will help the content reach its targeted audience with more efficiency.

    To deliver relevant and timely adverts, effective digital advertising requires a full understanding of the user’s browsing history, purchasing behaviour, and demographic data. Through the utilisation of artificial intelligence and machine learning, advertisers may effectively examine large datasets to discern patterns and preferences, thereby producing authentically engaging commercials.

    – AI-powered video advertising

    Video has been gaining traction lately, and by 2024, it will control the majority of digital advertising. As streaming services and video-sharing platforms proliferate, marketers have an unprecedented chance to connect with consumers through compelling video content. Through the use of captivating imagery, melodies, and narratives, marketers may establish a strong bond with their target audience.

    The story of a brand may be told dynamically and engagingly using video advertising. Advertisers can use it to evoke strong feelings in viewers, present products in use, and leave them with unforgettable memories. A variety of video ad formats are anticipated, ranging from short-form videos for social networking sites to longer commercials for streaming services.

    AI is already helping create more engaging and personalized video content. For instance, Instagram’s algorithm analyzes a user’s viewing history to suggest videos that they might find interesting. This enhances user experience.

    – AI in voice search optimisation

    Voice search is undoubtedly the way of the future for online interactions, with a staggering 4.2 billion voice assistants in use in 2023—a number that is expected to double by 2024.

    AI-powered voice assistants like Alexa and Siri will play a crucial role in optimizing content for voice search. These voice assistants can understand and respond to voice commands, making it easier for users to find information.

    Optimising the content of your website to appear more frequently in voice-activated searches is known as voice search optimization. Voice-activated gadgets such as Alexa and Siri have contributed to the notable surge in the popularity of voice search in recent years. The intention here is to make sure that your content can answer queries that users pose using voice commands. To stay competitive in this market, marketers will need to optimise their content for voice search.

    – Surge in ethical marketing

    Customers are becoming more aware of the environmental and social responsibility of brands. Businesses that truly dedicate themselves to sustainability and ethical behaviour will be ahead of the competition in 2024. A fair and transparent marketing will boost the overall creativity and goodwill among consumers for the product.

    In addition to these, the B2B martech spending is projected to reach $8.51 billion by 2024, indicating the growing popularity of AI in the Martech industry. AI has already surpassed predictive analytics in the marketing industry and is increasingly scientific, relying on data analysis to drive predictions of customer behavior.

    2024 has great promise for a fascinating and demanding journey in the field of marketing. Success will mostly depend on embracing new technologies, realising the value of personalization, and keeping an eye out for morally and environmentally responsible behaviour. Reaching and involving your target group will require flexibility and ongoing education. One thing is certain in this quickly changing world: in 2024, marketing will combine creativity, data-driven decision-making, and in-depth consumer knowledge.

  • Navigating the marketing landscape: Unveiling trends that defined 2023 and ushering in 2024: Raju Vanapala

    Navigating the marketing landscape: Unveiling trends that defined 2023 and ushering in 2024: Raju Vanapala

    Mumbai: As we bid farewell to 2023, I, like my fellow industry leaders, find myself gearing up to decipher trends that will empower us to assist brands in establishing stronger connections with their audiences. The anticipation of the new year and the challenges and opportunities it could bring with it is always exhilarating. In my view, understanding the pulse of Indian consumers involves more than just keeping up with what is trending; it is about embracing the shifts in technology and consumer behaviour. With over 1.2 billion internet users nationwide and an internet penetration rate standing at 48.7 per cent, we witnessed a kaleidoscope of strategies unfold in 2023. Brands found themselves rewriting the playbook on how to engage with their target markets and adapt to the evolving digital landscape.

    As we look towards 2024, it seems like there are changes on the horizon, calling for innovative approaches tailored to every brand’s unique needs. Let’s rewind and explore the trends shaping the past and those ready to redefine the future.

    Unpacking 2023

    In-person events made a comeback after three-year hiatus – After navigating the pandemic challenges for nearly three years, in-person events made a remarkable comeback in 2023. This resurgence is not just a return to traditional events but involves a strategic integration of digital touchpoints, unlocking opportunities to elevate and prolong attendee engagement. This year, brands leveraged technology for more immersive experiences, capturing valuable insights into attendee behaviour. This data-driven approach allowed for event customization, fostering personalized interactions. Two-thirds of event planners anticipate a return to pre-pandemic in-person event levels in the next one to two years, highlighting the irreplaceable power of face-to-face interaction. The winning strategy involves a thoughtful mix of physical, virtual, and hybrid event formats to continuously engage diverse audiences.

    Nano influencers became a powerful force in forging authentic connections: In 2023, ‘nano influencers’ took the spotlight, representing a shift in influencer marketing. With smaller yet engaged followings, these influencers brought a special authenticity that hit the right notes with India’s diverse audience. Their micro-engagement was not just a trend but a response to the demand for genuine content, especially from Gen-Zers and millennials across Bharat. Nano influencers, typically with 5k-10k followers, outperformed micro and macro counterparts with a 5.05 per cent engagement rate. These influencers, with their authentic reviews and personal connections, were not just recommending products; they were practically the trusted allies of brand engagement, driving consumer decisions significantly.

    Hyper-personalisation and hyper-localisation – the marketing shift we needed: The year witnessed a departure from traditional approaches, as brands aligned campaigns more closely with consumer preferences. This shift was particularly evident in India, where personalization transcended from being merely a strategy to becoming a cultural understanding. With 61 per cent of Indian consumers expecting personalized interactions, mass marketing proved inadequate in an era of abundant information and fleeting attention spans. To achieve last-mile reach in this diverse landscape, brands are now leveraging AI-driven tools for targeted outreach and creating meaningful connections that endure. In such a dynamic environment, personalized campaigns not only resonate but have the potential to boost marketing ROI by 800 times, emphasizing the need for brands to embrace a personalized, hyper-localized approach.

    Trends anticipated in 2024

    Short-form video marketing to lead the way: In 2023, 33 per cent of marketers planned to invest in video marketing, particularly through short-form content on platforms like Instagram Reels and YouTube Shorts, leveraging engaging visual content to grab eyeballs in the era of short attention spans. However, I believe that this global trend will continue to dominate in 2024. In India, where visual storytelling is deeply embedded in the culture, short-form videos will offer an ideal platform for brand narratives. This is anticipated to yield a substantial increase in brand recall, making short-form content a powerful tool for conveying impactful messages swiftly.

    AI will create a paradigm shift: In the ever-changing world of marketing, artificial intelligence is quietly becoming the unsung hero, reshaping how we plan our media strategies and pinpoint our target audience. Data highlights that 83 per cent of businesses are already experimenting with AI on their marketing channels, setting the stage for a continued upward trend in 2024. However, with these advancements come a set of challenges. Brands are gearing up to capitalize on emerging user-friendly generative AI tools, particularly for experimenting with creative development and versioning. This marks a shift towards a new era, where AI steps in not just as a problem solver but as a creative collaborator, propelling marketers to explore uncharted territories of innovation and expression.

    Trust and privacy to become keywords: Amid rising concerns about data privacy, I believe brands and the marketing fraternity will prioritize transparency and ethical data practices. Stricter regulations and heightened consumer expectations will drive the implementation of more robust measures to protect user information. In 2024, it is not just about collecting data; it is about safeguarding it like a treasure.

    Sustainability to take center stage: Environmental consciousness will be a focal point of marketing strategies in 2024, with 2 in 3 Urban Indian consumers increasingly prioritizing brands committed to sustainable practices. An upsurge in eco-friendly messaging and initiatives will be expected as businesses align with the global push for environmental responsibility. In this era, marketing is not just about delivering value; it is equally about embodying values.

    Navigating the marketing landscape of 2024 will require a dynamic blend of technology and human-centric strategies. Brands will need to navigate this terrain by embracing AI and ethical practices, all while mastering sustainability and wielding the power of short-form content. The narrative of success in this evolving landscape will hinge on agility and innovation, making them not just valuable traits but indispensable for thriving in this new-age era of marketing.

  • Embracing growth and innovation: Looking back at 2023 and the exciting road ahead for 2024: Jitendra Sharma

    Embracing growth and innovation: Looking back at 2023 and the exciting road ahead for 2024: Jitendra Sharma

    Mumbai: As we approach the end of 2023, it’s an opportune moment to reflect on the transformative journey we have embarked upon, both as a company and for our esteemed clients. This year has been nothing short of extraordinary, marked by significant milestones and growth that have reshaped our trajectory. As I pen down these thoughts, I am filled with a sense of pride and anticipation for what 2024 holds for us.

    The year 2023 has been a remarkable period of expansion for us. We have witnessed an impressive three times growth, reflecting our hard work, dedication, and innovative strategies. This growth is not just a number; it represents our enhanced capabilities, expanded client base, and the deepening trust our clients place in us.

    One of the most exciting developments this year has been the four times growth in our experience centers, now spanning across Gurgaon, Mumbai, Bangalore, Chennai, Lucknow, Ahmedabad, Surat, Pune, Hyderabad, Chandigarh, and Kolkata. These centers have become the cornerstone of our client engagement strategy, offering immersive and interactive experiences beyond traditional service models. They have enabled us to connect with our clients on a personal level, understanding their needs and preferences in a dynamic environment.

    2023 also marked our foray into the international market with the launch of a Joint Venture in the United States. This strategic move has diversified our portfolio and opened up new avenues for growth and innovation. The US market, with its unique challenges and opportunities, has allowed us to refine our offerings and tailor them to a broader audience.

    In our quest to be more inclusive and cater to a wider demographic, we launched a dedicated Men’s Segment this year, with an array of wigs and products to cater to gentlemen’s diverse needs. This initiative has been particularly close to my heart, as it represents our commitment to understanding and serving the different needs of all our clients. The response to this segment has been overwhelmingly positive, reinforcing our belief in the importance of inclusivity in business.

    As we set our sights on 2024, we are buoyed by optimism and a clear vision. We plan to open experience centers in the top 20 Indian cities to enhance our market presence. In addition, we project a Rs.60 Crores Annual Recurring Revenue (ARR), a goal that is ambitious yet achievable given our current growth trajectory. This projection is not just a financial target but a reflection of our aspirations to continuously evolve and excel.

    In 2024, our focus will remain steadfast on innovation and enhancing client satisfaction. We believe that the key to sustained growth lies in our ability to adapt, innovate, and stay ahead of industry trends. Our team is already working on several new initiatives that promise to bring fresh perspectives and solutions to our clients, leveraging our uniqueness of offering 100% natural, ethically sourced hair extensions and wigs. This commitment to natural, high-quality products sets us apart in the industry and is at the core of our business philosophy. We are also working to provide a more hassle-free trial and installation experience at our advanced centers to improve our service offerings.

    Building on our successful entry into the US market, we plan to strengthen our global footing. We aim to establish more partnerships and explore new markets, ensuring our services are accessible to a broader audience. This global expansion will drive growth and enrich our understanding of diverse markets and client needs.

    As I look back on 2023, I am filled with gratitude for the trust our clients have placed in us and the dedication of our team. Looking forward to 2024, I am excited about the possibilities the new year will bring for us. We are on a journey of continuous growth and improvement, and I am confident that the coming year will be another chapter of success and innovation in our story.

  • How has the year 2023 and forecast for 2024 for performance marketing: Amitek Sinha

    How has the year 2023 and forecast for 2024 for performance marketing: Amitek Sinha

    Mumbai: As we delve into the landscape of performance marketing, it is essential to evaluate the evolving trends and anticipate the trajectory that will shape the industry in 2024. The dynamic nature of digital marketing, along with technological advancements and shifting consumer behaviours, has paved the way for new strategies and challenges.

    As we stand on the cusp of 2023, the domains of e-commerce, influencer collaborations, and artificial intelligence continue to redefine the structure of performance marketing. Here are a few trends that peaked in 2023:

    1.    Shifts in privacy regulations and the rising importance of first-party data: The evolving landscape of digital marketing has been significantly influenced by rising privacy concerns. The emergence of stringent data protection regulations, along with increased consumer awareness regarding the significance of their personal information, has elevated the importance of first-party data as an important asset for marketers. This strategic shift towards prioritizing first-party data underscores the imperative for businesses to cultivate direct relationships with their customers. It necessitates a concentrated effort to obtain data through direct opt-ins and consent mechanisms, all while maintaining a strict commitment to data security.

    2.     AI as the key player: The marketing landscape has undergone a transformative shift with the integration of AI technology, enabling businesses to automate customer interactions and deliver personalized experiences on a significant scale. For instance, Google’s Performance Max has introduced advanced features such as Campaign level brand exclusions, providing advertisers with enhanced control over their brand representation. Simultaneously, Meta’s Advantage+ Ads, through creative updates, has elevated user engagement by customizing product recommendations and enhancing the visual appeal of advertisements. The expanded application of ChatGPT extends beyond content generation to include recommendations for precise targeting, presenting marketers with more sophisticated tools for audience segmentation.

    3.    End-to-End Personalisation/Vernacular Experience: Since a lot of people in India speak different languages, it’s crucial to make a personalized strategy for each person’s journey. This doesn’t just mean translating things or using local languages; it means making the whole experience for a consumer comfortable. This includes using their language in messages, making personalized web and app pages, adjusting how chatbots talk, helping them over the phone, and sending personalized notifications.

    4.    The power of UGC content: The explosive growth of user-generated content (UGC) and short videos, like Reels and Shorts, has been phenomenal. These bite-sized, engaging videos have captured the attention of millions, and their popularity keeps growing. With AI taking a front seat, brands must leverage the power of content creation to influence the targeting of most of the automated campaigns.

    As we approach 2024, performance marketing is getting ready for some big changes. We expect to see more use of smart technology, a continued focus on personalized and data-driven strategies, and a commitment to keeping people’s privacy in mind. Following are some of the major trends that would pick in 2024:

    1.    Performance and Branding won’t be independent concepts: Gone are the days when performance and branding campaigns worked separately. Nowadays, to make sure a brand does well in the long run and doesn’t spend too much on getting new customers, it’s crucial to run both types of campaigns at the same time with smart plans. At ETML, we call this combined approach “performance branding.” With this way of doing things, we carefully plan and divide the budget for both performance and branding strategies, making sure we have a complete and balanced approach. This teamwork helps us get the best results, making the brand grow and be more profitable.

    2.    Acknowledging the untapped potential of Tier 2 and Tier 3 cities: Tier 2 and Tier 3 cities in India are experiencing a digital transformation. Brands would understand the big opportunities here, as the middle class is growing quickly with considerable purchasing power. More people in these places are using the internet and smartphones, and advertising costs are usually lower than in Tier 1 cities. Tailoring content to resonate with the preferences of this audience is of strategic importance.

    3.    Chatbots, WhatsApp and the Power of Broadcasting: With WhatsApp’s popularity, brands are offered a direct, personal way to engage with customers, enabling one-on-one communication and building trust.  Globally, the WhatsApp business has crossed the mark of 200 million monthly active users — up from 50 million in 2020. In India, with 50 Cr+ Indians being on WhatsApp, the platform has a huge potential for businesses to be involved seamlessly during each stage of a customer’s journey: Pre-purchase, Purchase and Post-purchase.  The app is predicted to hit revenue of $1 billion in India in 2023. Brands can download our guide on CTWA (Click to WhatsApp Ads) for more detailed information.

    Chatbots, powered by AI, on the other hand, enhance customer service, providing quick responses and assistance around the clock. Meanwhile, broadcasting capabilities allow brands to reach a wide audience instantly, sharing updates, offers, or content efficiently. These tools not only streamline interactions but also help brands tailor their messaging and offerings to individual preferences, resulting in a more personalized and effective marketing approach in today’s fast-paced digital world.

    4.    Rise of Voice Search Optimization: Voice search is no longer unique; it has become an integral component of how people leverage technology. Today, businesses are optimizing their content for voice search as the use of virtual assistants grows. This entails employing conversational language, long-tail keywords, and producing material that responds to certain voice-based inquiries. To stay relevant in the voice-activated era, organizations are rethinking how they approach SEO and content development.

    5.    Constant modification: The key to future growth

    Digital marketing has transformed into a flexible field that consistently adjusts to trends. To stay competitive in this constantly changing digital marketing environment, businesses need to not only adopt the mentioned trends but also predict future developments. The only consistent factor in this environment is change!