MAM
Digital marketing trends to lookout for in 2020
The world is moving fast. What is hot today may become obsolete in the blink of an eye. This is also true of products, businesses, and even digital marketing trends. And given the pace at which the marketing industry is growing, companies may find it hard to keep up. From an ancient book-based industry, marketing has now transformed into a seamlessly digital world with newer trends every other day. To compete effectively with these changes, brands must keep abreast of what is happening around them and be aware of the latest developments in the digital marketing realm. After all, forward-thinking and innovation are the key to success and growth.
Keeping up with times
Today digital marketers have copious amounts of data and equally powerful tools to build compelling messages. Making use of the technologies available, along with proper implementation, gives conversion-focused companies the opportunity to deliver impactful, thought-raising and comprehensive content with absolute ease. Strategically curated content can help create a strong personal image for your brand by showcasing your most priced expertise to clients effectively. While content will continue to be king, videos are expected to rule the roost with more than 72 per cent of customers relying on visual influences to pick a product or service in the past year. Another big trend that caught up with digital marketers recently is the fight for ‘Position Zero’. While the ‘#1’ spot is no longer enough, the highly desirable top spot on the search engine results page is now known as ‘Position Zero’. And to get there, businesses are taking the help of powerful influencers — a marketing strategy that promises to deliver almost 11 times higher ROI than other avenues. Giving you a headstart into 2020, here’s a round-up of some trends that are sure to take the digital marketing scene by storm in the coming year.
Voice search comes of age
This is probably the next best thing waiting to happen that digital marketers have for long ignored. With more than 55 per cent of urban households owning at least one smart AI-based device by 2022, it is only wise for companies to modulate their content for voice searches in the coming year or so. While text search will still be the most used form of online search, voice search is a tool that can maximise exponential reach to a highly targeted audience as voice-enabled mobile phones are now a common feature in urban homes.
Interactive content
Interactive websites have always fascinated the audience, simply because they are engaging and captivating. New and original content will be much in demand in 2020 as studies show that almost 91 per cent of customers are drawn to interactive content on online platforms. This is a win-win for both the customer as well as the business. While it serves to improve SEO metrics drastically, by being part of participative content, the audience receive real-time, meaningful results that they can truly relate to.
The AI influence
There is not a part of the world of business that AI has not already impacted or will not be disrupted by it in the near future. It is the secret driving force behind many industries that have grown to tremendous heights overnight. 2020 will definitely see the marriage between AI and marketing to bring out some outstanding results. While many digital marketers are already using AI to positively impact audience targeting, boost their outreach, get product building recommendations and optimize advertising campaigns, they will continue to do so on a full-scale in the coming year, making the use of AI in marketing a standard practice across the industry.
Taking customer experience to new heights
Customer is the most important part of any marketing campaign, more so in the present era as marketing is no longer about just making a sale. 2020 will be all about enhancing user experience by building a stage that the customer would keep coming back for more. The idea is to gather a positive business culture around the great product or service that you offer because the customer too has come of age and is no longer standing by for you to come and pitch your product to them. The new-age customer is well-informed and capable of doing his own research. Studies show that 73 per cent of online users look for outstanding customer experience (CX) when buying something. This means there will be a lot happening in visual content enhancement and personalized email spheres. While visual search and content building make CX more engaging, personalised emails are known to improve click rates and customer follow-through.
Shoppable social media posts
Digital marketing thrives on social media. While the way people are using social media in current times has changed dramatically, how they interact with social media posts can greatly influence marketing. Despite the fall in social media usage and the long hiatus users take, it is still a very popular way people use to micromanage their relationships with friends and family. Even as Facebook may be seeing a nosedive, newer platforms like Instagram and Pinterest are still enjoying a lot of social footfall especially oriented towards shopping and discovering new products. It is time that this opportunity is seized by companies by creating shoppable posts that will allow users to directly make purchases of their favourite products from social media platform itself.
In conclusion
As technology continues to gallop at a rapid pace, it is pertinent to use the right strategies to tap the potential in each of these trends for generating efficient digital marketing leads. And for this, it is imperative to update your knowledge from time to time. Even though there is a greater desire among the audience to make interactions between brands and consumers more human, technology will always manage to find a way to innovate and disrupt our lives, be it online or offline. And it is for the smart marketer to realise these gaps and utilize effective tools at the right time to turn these trends into sizeable and meaningful profits.
(The author is The Hillcart Tales manager sales and marketing. The views expressed are her own and Indiantelevision.com may not subscribe to them.)
Brands
Netflix India names Rekha Rane director of films and series marketing
Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names
MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.
Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.
A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.
At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.
Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.
Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.
Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.
The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.
For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.
Brands
Orient Beverages pops the fizz with steady Q3 gains and rising profits
Kolkata-based beverage maker reports stronger revenues and profits for December quarter.
MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.
For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.
Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.
On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.
The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.
Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.
The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.
In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.
MAM
Washington Post CEO exits abruptly after newsroom cuts spark backlash
Leadership change follows layoffs, protests and a bruising battle over trust.
MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.
Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.
The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”
The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.
Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.
Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”
Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.
Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.
According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.
While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.
As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.
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