ITV

Tag: Creative Marketing

  • The evolution of creative marketing in the digital age

    The evolution of creative marketing in the digital age

    In today’s paced world of the century, there has been a significant shift in the realm of creative marketing. The rise of technology has completely changed the way companies engage with their target customers, emphasizing the importance of creativity like never before. Recognising the need to stay ahead in this evolving landscape involves developing strategies and keeping up with digital trends. This article delves into how creative marketing has evolved in the era and how businesses can use these changes to their benefit.

    The dawn of digital marketing

    The arrival of the internet, in the part of the century signalled a new chapter in marketing. Conventional marketing approaches, like print ads, TV commercials and direct mail began to blend with digital avenues. Initially, digital marketing focused on banner ads and email promotions. Although these strategies were successful, they didn’t offer the targeting features and complexity seen in today’s landscape.

    The rise of social media

    The emergence of social media platforms like Facebook, Twitter, and Instagram has been one of the most significant developments in digital marketing. These platforms have redefined how businesses engage with their customers. Social media allows brands to interact directly with their audience, creating a two-way communication channel that was previously unimaginable. Creative marketing strategies on social media involve not only eye-catching visuals but also engaging content that fosters community and loyalty.

    Content is king

    The saying “quality content reigns supreme” holds true in today’s landscape. Content marketing plays a role in marketing tactics as it aims to draw in and keep customers through informative and valuable material. This encompasses a range of formats like articles, videos, graphics, podcasts, and other engaging mediums. Modern marketing strategies now call for an approach that ensures the delivery of content consistently across different channels.

    Personalisation and data-driven marketing

    Digital marketing offers a benefit, in its capacity to gather and assess data. This advancement has resulted in the growth of data-centric marketing strategies. Companies are now able to customise their marketing activities based on tastes and actions, enhancing the impact of their campaigns. In today’s era, innovative marketing entails using data to craft tailored experiences that connect with each customer on a personal level.

    The power of influencer marketing

    Influencer marketing has become a powerful tool in the digital marketer’s arsenal. Influencers, with their large and engaged followings, can help brands reach new audiences and build trust. Collaborating with influencers allows businesses to tap into their creativity and authenticity, creating content that feels genuine and relatable. Identifying and partnering with the right influencers can maximise a brand’s impact.

    Embracing new technologies

    As technology evolves, innovative marketing strategies need to adapt accordingly. Augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) are transforming the field of marketing by offering ways to connect with customers through interactive experiences. To remain competitive and captivate their target audience, creative marketers should be open to exploring these cutting-edge tools.

    The importance of mobile optimisation

    In today’s age, most people browse the web using their phones. It’s essential to tailor websites, apps, and content for mobile users to connect effectively with customers on the move. Marketing efforts should focus on making sure everything looks great and works smoothly on devices, for a user-friendly experience.

    The future of creative marketing

    Looking ahead, the progress of advertising continues to move without pause. The merging of cutting-edge technologies, the surge of platforms, and the growing emphasis on tailored approaches will influence the upcoming phase of online marketing. Staying dedicated to leading in these developments involves guiding clients through the environment and assisting them in reaching their marketing objectives.

    Conclusion

    The era of technology has transformed the landscape of advertising, providing a plethora of opportunities for ideas and engaging campaigns. With the emergence of social media, content marketing, personalised data analytics, and cutting-edge technologies, companies need to adapt to these advancements to prosper. The focus should be on leveraging the potential of marketing during this era, developing strategies that resonate with the target audience and lead toward success.

    The article has been authored by Creatique Studio founder Richa Bhanot.

  • “The digital creative industry’s landscape is in perpetual flux”: Garage Group’s Saurabh Gupta

    “The digital creative industry’s landscape is in perpetual flux”: Garage Group’s Saurabh Gupta

    Mumbai: Digital media, music production, and creative marketing are vibrant and interconnected facets of the entertainment and advertising industries. Digital media encompasses online content, including videos and interactive experiences. Music production involves creating and arranging music tracks, often for media projects. Creative marketing focuses on innovative campaigns to engage audiences and promote brands. Together, these elements play pivotal roles in shaping modern entertainment and advertising strategies, leveraging technology and creativity to captivate and engage audiences in an ever-evolving digital landscape.

    Garage Group is a creative agency founded in 2015 by Saurabh Gupta and Anjali Chauhan. They offer services in creative, digital media, social media, video production, and more. Garage recently underwent a transformation, uniting various groups under Garage Collective to foster collaboration and innovation. They have a history of working with brands like Sony, Microsoft, Oppo, etc., aiming to revolutionise the creative industry.

    In an email conversation with Garage Group founder and MD Saurabh Gupta, Indiantelevision.com delved deeper into Garage Group’s evolution, maintaining creative excellence, their vision and mission, etc.

    Saurabh Gupta is from Kanpur, the eastern business hub. He began his career at a young age and has spent the last 12 years working with various MNCs and big brands in leadership roles such as Reliance Entertainment Digital and Percept Media as a business head of innovations and new initiatives. In 2015, he founded Garage Productions, which was primarily a film production house focusing on short format and new-age content. With increasing demand, this evolved into a full-service digital creative agency with an in-house production facility, the first of its kind in India.

    Edited Excerpts:

    On the journey of Garage Group’s evolution from its inception in 2015 to the diverse range of verticals it encompasses today

    Since its inception in 2015, Garage Group has evolved into a versatile digital creative agency with a diverse portfolio of verticals. The journey has been marked by notable milestones and challenges. Initially, establishing a unique identity in a competitive landscape was a significant hurdle. However, our dedication to strategies and a client-centric approach propelled us forward. Collaborations with esteemed brands like Sony and Microsoft elevated our reputation. Geographic expansion to multiple locations enabled us to better serve clients and seize new opportunities. Looking ahead, our focus remains on sustained growth, technological integration, and nurturing creativity to surmount challenges and lead the industry.

    On the introduction of Garage Collective driving synergy among Garage Music, Garage Productions, and Garage Media

    By converging talents across these verticals, we unlock innovative possibilities. For instance, music produced under Garage Music can seamlessly enhance video content created by Garage Productions, while Garage Media magnifies the reach of both. This consolidation bolsters creativity, resource utilisation, and the overall impact of our offerings, propelling Garage Group to new heights as a unified creative force.

    On Garage Group setting itself apart from, in a competitive landscape with numerous creative agencies and your USP that consistently draws clients to choose Garage Group for their creative needs

    Amid a sea of creative agencies, Garage Group distinguishes itself through its Unique Selling Proposition (USP): a fusion of innovation, collaboration, and tailored solutions. Our deep commitment to crafting innovative campaigns while maintaining a collaborative relationship with clients stands at the core of our success. Moreover, our multi-vertical approach allows for comprehensive solutions under one roof, streamlining the creative process and offering clients a holistic experience. This holistic blend of innovation, collaboration, and diverse services consistently attracts clients to choose Garage Group as their preferred creative partner.

    On highlighting a project that you consider particularly innovative or impactful, and its stand-out factor

    The campaign generated a cascade of engagement, sharing heartfelt stories and forming a supportive community. This project’s innovation lies in its capacity to align with Caprese’s goals while resonating deeply with the audience. The success of this campaign underscores Garage Group’s prowess in delivering impactful campaigns that meld meaning with creativity, driving both emotional connection and tangible results.

    On Garage Group ensuring consistent creative excellence across different regions with its presence in multiple locations

    Maintaining creative excellence across multiple regions is a cornerstone of our operation. We achieve this through standardised processes, clear communication, and a unified creative vision. Regular cross-regional collaboration ensures knowledge transfer and shared best practices. Local teams are empowered to infuse cultural nuances into campaigns while adhering to Garage Group’s overarching standards. Moreover, technological tools enable remote collaboration and efficient resource allocation. This approach ensures that clients experience the same high-caliber creativity and results from Garage Group’s services, regardless of their location.

    On the key trends that you’ve observed in the digital creative industry and Garage Group adapting to stay at the forefront of these trends

    The digital creative industry’s landscape is in perpetual flux. We remain at the forefront by keenly observing trends. Interactive content, augmented reality, and data-driven personalisation have gained traction.

    By being agile and proactive, Garage Group consistently innovates and maintains its standing as a trendsetter in the digital creative realm.

    On seeing the landscape of digital media, music production, and creative marketing evolving in the next few years and the role that Garage Group aims to play in shaping this evolution

    The coming years will witness transformative shifts in digital media, music production, and creative marketing. These changes will be driven by AI integration, immersive experiences, and enhanced data analytics. Garage Group aim is to be a proactive influencer, embracing these changes to offer pioneering solutions. We envision leading collaborations that amplify cross-disciplinary synergies, and pioneering experiences that captivate audiences. Our mission is to drive these industries forward, continually redefining the boundaries of creativity and technology while nurturing meaningful connections between brands and consumers.

    On their vision & mission for the next three years

    We’re committed to empowering our teams, fostering a culture of constant learning, and pushing creative boundaries. Through these efforts, Garage Group aims to be a driving force in shaping the future of digital media, music production, and creative marketing, consistently exceeding client expectations and setting industry standards.

  • IdeateLabs to raise $5 million for next leg of data-centric growth

    IdeateLabs to raise $5 million for next leg of data-centric growth

    NEW DELHI: Sure there were a few hiccups, but if there’s one industry that benefited from the Covid-2019 lockdown, it is digital marketing. With even the most conventional players tapping into the digital space, not just for communications but also for primary-level sales, the industry witnessed a great inflow of business, and as mentioned time-and-again, made progress amounting to what it would have otherwise done in the next four-five years. 

    Now, powering ahead on the back of this good fortune, IdeateLabs – a leading independent digital-first creative agency – is embarking on an extensive expansion plan: growing its business overseas and, most importantly, investing in deep data technologies to better help clients. 

    Managing director Amit Tripathi shared, “Covid has been a very good period for us. Of course, we struggled, cash disappeared for a while but in the larger picture, digital opportunities came up in the forefront. We acquired a number of clients during the lockdown period and are helping a number of new entrants in the digital space to scale up their businesses. We are helping a boutique brand scale up their online presence, supporting the endeavour of a multi-brand FMCG outlet to set up their own e-commerce platform etc.”

    In 2020, IdeateLabs secured the mandate for a number of clients including Hafele, TATA Tele Business Services, UTI Mutual Fund, TransUnion CIBIL, IDC, Jalesh Cruises, among others. 

    Tripathi stated that they also utilised this time in thinking beyond their existing capabilities and further promoting their data-centric platform Icogz.com, a one-of-a-kind tool that unifies digital accounts to provide real-time data and insights. They are planning to raise $5 million in an ongoing funding round and are already in advanced-level talks with a number of sponsors across the globe. 

    “We realised a grey-space in the market with the growing number of data sources and the amount of information that we have in store. There is no one turning this data into intelligence. So, we embarked on this journey a few years ago and created a comprehensive CRM system that gets everything from your marketing spends, to your leads and strategies, on a single platform. We built this entire product and acquired clients across India, Middle East, and the north African region,” Tripathi elaborated. 

    He added that so far the product development and platform building for Icogz.com has been done with their internal investments. With the new funding, Tripathi is looking forward to expanding and extending the creative and data services across the globe.

    Focus will remain on team-building; exclusively for Icogz.com, he is planning to expand his team size by a 100 per cent in the next few months. These hirings will happen in India, the UK, and GCC regions. 

    “We are looking forward to hiring a number of data-scientists in our Indian offices. These, however, will be geo-agnostic positions and we might be having brilliant minds from across the globe working for us here. We will also be beefing up our offices in the UK with fresh, dynamic talent,” he shared. 

    Tripathi also addressed the need for creating more skilled talent in India, especially when it comes to data sciences and, in fact, shared that IdeateLabs had been planning to launch a training program for interested individuals earlier this year. “That took a backseat because of the pandemic and we are not planning to take this ahead, at least until next year. However, that is a part of the long-term plan, to skill more talent. We have had internal sessions within our offices ever since and that will continue to happen.”

    Apart from that, IdeateLabs is also partnering with a number of smaller businesses in the UK, UAE, and other GCC countries. “We are on the lines for announcing some mergers and partnerships with companies across these markets and will be announcing some of them in the next six months,” he revealed.

    Going ahead, Tripathi’s mission is to create a conical pyramid of services that IdeateLabs and Icogz.com will offer, with data at the bottom of it and communications at the top. 

    “You cannot move forward without data but eventually communication is what culminates it all. Obviously, we will be relying on more data, marrying company data with marketing data and consolidating it all in creative communications that have the power to start discussions,” he shared. 

    On being asked about the rising concerns around data privacy and governments across the globe planning to limit the access to customer’s private data, Tripathi said he is not bothered by the ramifications of it. 

    “We are not going to create any additional data. If you talk about various digital platforms, they all have a certain side of data with them; one of them might be telling a customer’s location, other her name and age, etc. But there is one form of data that always remains with the brand, which is the data from their own stores. We will always have access to that. So, we will be utilising the on-ground data, retail data, and product sales data to deliver the best possible solutions,” he concluded.