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Tag: Kamal Krishna

  • Privacy-first marketing: Adapting to new data regulations in B2B

    Privacy-first marketing: Adapting to new data regulations in B2B

    Mumbai: Adapting to evolving regulations and user expectations in the digital economy is an ongoing challenge for B2B businesses. Today, countries around the world are following the lead of the EU in bringing in stricter data compliance laws, with harsh penalties for companies who do not align to them. E.g. the General Data Protection Regulation, or GDPR – one of the most well-known data compliance laws – came into force in May 2018, and has since served as a common benchmark for regulation across the whole of the EU and EEA, and now, the world. In recent times, one can look at Google Chrome’s recent phasing out of third-party cookies that’s aimed at making enhanced user privacy a priority.

    We will explore the impact of such changes on B2B businesses, the challenges they face, and the steps they can take to ensure compliance while providing personalized marketing solutions.

    Understanding the cookie crumble

    For nearly three decades, third-party cookies have been the backbone of online tracking, enabling advertisers to deliver personalized ads. Yet, their misuse of invasive tracking has led to increasing concerns about user privacy. Legislation like GDPR and California Consumer Privacy Act (CCPA) has compelled companies to disclose their use of cookies, but browser vendors like Mozilla and Apple have gone a step further by default blocking third-party cookies.

    Google, with a significant stake in advertising, is gradually phasing them out, and is introducing its Privacy Sandbox project that brings features aimed at providing secure and privacy-focused alternatives to third-party cookies. Despite controversies and concerns about Google’s dominance, the company asserts that this initiative is a responsible approach. The project will gradually roll out, testing new features and addressing competition concerns.

    Impact on B2B businesses

    The new third-party cookie law has triggered significant changes in how B2B businesses collect and track data. Reliance on third-party cookies for effective audience targeting is no longer sustainable, leading to challenges in data collection and tracking.

     .  Changes in data collection and tracking: B2B businesses must now pivot towards alternative methods for data collection and tracking. Shifting to first-party cookies, still allowed under the new law, is one approach. Additionally, obtaining explicit consent from users becomes paramount, emphasizing transparency and user privacy.

     .  Adapting marketing strategies: To comply with the new regulations, B2B businesses must adapt their marketing strategies. Exploring alternative tracking methods, leveraging contextual targeting, and implementing consent management platforms are essential steps. These platforms allow businesses to obtain explicit consent while offering users control over their data preferences.

    Benefits and challenges

    While the new law presents challenges, it also brings benefits for B2B businesses. Prioritizing user privacy builds trust and enhances the customer experience, while the emphasis on alternative tracking methods fosters innovation in marketing strategies. On the other hand, challenges include potential data pool reduction and increased technology investments.

    Recognising the delicate line between the benefits and risks associated with personal data, India has also taken a significant step forward in protecting its citizens’ digital rights by enacting the Digital Personal Data Protection Act 2023 (DPDPA 2023) which requires businesses to be transparent about data collection and processing practices, and be accountable for protecting personal data. Indian consumers have finally begun picking on their right to access, rectify, erase, and restrict the processing of their data, and businesses now must look to proactively support it, if they are to retain trust. They must also implement robust security measures to safeguard personal data, including financial information, and relook at the way they use data for profiling, as well as marketing.

    Ensuring compliance

    B2B businesses should conduct thorough audits of their data collection and tracking methods, updating privacy policies to align with regulations. Implementing a consent management platform streamlines the consent process, ensuring compliance with the law.

    What the future holds

    The era of privacy-first marketing demands agility and strategic thinking from B2B marketers. Embracing change, prioritizing user privacy, and leveraging emerging technologies are key. Despite challenges, the benefits include strengthened customer trust, personalized marketing strategies, and opportunities for creative innovation. Moving forward, B2B businesses can not only comply with evolving standards but also thrive in a marketplace that values transparency, consent, and a personalized user experience.

    The author of this article is MOBILISE founder & CEO Kamal Krishna. MOBILISE is an international digital marketing agency and an active advocate of responsible marketing.

  • Social media trends that will reshape your digital marketing strategy

    Social media trends that will reshape your digital marketing strategy

    Social media platforms are constantly evolving, and they play a crucial role in understanding the preferences, search patterns, behaviors, demands, pain points, and demographics of the audience. Therefore, it is necessary to have a well-structured digital marketing strategy that can engage with existing customers of all ages and interests, as well as reach potential consumers.

    Crafting such a strategy across different platforms is not just an option; it is essential for building brand credibility and fostering a loyal customer base. Here are some of the top trends in social media that are currently reshaping the digital marketing space and can help your brand stay relevant regardless of its size or experience:

    1. Audio & Video Content:

    The post-COVID era has seen a surge in the appetite for content consumption on social media. Providing the target audience with crisp, engaging, and high-quality content can automatically boost your engagement rates. It’s crucial to create content that is relatable to the target audience and keeps them engaged, and wanting more. Leveraging formats such as podcasts, Instagram Reels, and YouTube Shorts can create a symphony that resonates across diverse audiences.

    2. Short Content:

    As audience attention spans continue to shrink, it becomes increasingly challenging to capture their attention in the digital space. Quick and easily digestible content is the key to capturing their interest and driving leads and conversions. Creating engaging content that conveys more in fewer words is the magic wand that increases customer engagement.

    3. Long Form Content:

    Despite the trend toward short-form content, long-form content is experiencing a resurgence in the fast-paced digital era. Engaging content and factual depth in long-form storytelling can significantly contribute to brand credibility and customer loyalty. With platforms like WhatsApp, Facebook, Instagram, and YouTube increasing their time limits for stories, short videos, and reels, there is renewed interest in elaborate narratives. The key is to provide value that matters most to the audience.

    4. Narratives: Crafting Compelling Stories:

    A well-crafted narrative is an irresistible lure that never fails to capture the audience’s attention. Brands must determine their unique narrative and communication tone to stand out from the crowd. Engaging audiences with inside stories, customer successes, or general narratives is essential to creating a connection and captivating their attention. The anticipation generated through storytelling keeps the audience hooked and eager for updates on what’s next.

    5. User-generated Content:

    For brands aiming to promote their products extensively, user-generated content is a powerful tool for asserting authenticity and saving time and money. Regardless of how much effort and money is spent on ad campaigns or promotions, people who buy the product need affirmation from users who have already used it. Direct responses, reviews, and unboxing videos are authentic expressions that fuel trust and boost sales, providing potential buyers with the affirmation they seek.

    6. Word of Mouth Marketing:

    In the digital realm, word-of-mouth marketing remains unparalleled in terms of reaching a wider audience. No matter how carefully planned a marketing strategy is, it will fall flat without trust or customer testimonials. Consumer recommendations carry weight like no other strategy implemented by the brand. They build trust and wield a profound influence, shaping purchasing decisions and product consumption.

    7. Micro and Nano Influencers Marketing:

    Influencer marketing is a popular digital marketing trend that can work wonders when used effectively. Micro and nano influencers are rising stars in this realm. Choosing localized influencers with genuine followings and a focused target audience can maximize impact within a limited budget. This strategy is reliable for brands seeking authenticity in a crowded digital space, with precise conversions and reliable engagement rates.

    8. Consumer Listening & Sentiment Analysis:

    Social media is a direct line to customers and the best place to listen to their pain points and understand their sentiments. Consumer listening is a means to actively engage with the audience and gain a deeper understanding of their needs. This understanding helps brands refine their offerings without compromising on business objectives. AI-driven sentiment analysis, tailored to specific cultures and backgrounds, transforms data into opportunities and enhances the effectiveness of social media marketing.

    9. Rise of Augmented Reality:

    Augmented Reality (AR) is a transformative force, creating immersive brand experiences. From virtual try-ons to interactive product demonstrations, AR builds trust through virtual product showcases and collaborative projects, influencing purchasing decisions.

    10. Sustainability and Social Responsibility:

    Authenticity reigns supreme in an era of discerning consumers. Brands embracing sustainability and social responsibility must go beyond posturing. Authentic brand activism builds lasting relationships, resonating with audiences that share similar values and principles. Socially responsible brands tend to divide their audience based on the stand they take, but they also create a sense of loyalty in their customers.

    As the world of social media continues to evolve, the key to being successful lies in being authentic, engaging, and adaptable to the changing trends. By creating a digital marketing strategy that incorporates these elements, you can ensure that you not only gain visibility but also have a lasting impact on your target audience. Although many digital marketing trends come and go, the genuine connections and authenticity we build with our audience stand the test of time.

    The author of this article is Mobilise CEO & author  Kamal Krishna.

  • WPP’s Possible Worldwide appoints Kamal Krishna as MD for India

    MUMBAI: WPP’s digital agency Possible Worldwide (PWW) India has appointed Kamal Krishna as managing director and Prashant Shivankutty as senior vice-president in a bid to strengthen its India team.

    Krishna comes in from e-commerce beStylish.com where he was head marketing and was part of the launch team and led marketing and tech initiatives through two funding series.

    Shivankutty’s previous stint was with mobile value added services provider Comviva as associate vice-president.

    While Krishna will be responsible for enhancing PWW‘s regional operations along with managing the overall business, Shivankutty has been roped in to manage and upgrade the agency’s technology and creative teams for domestic as well as international digital delivery.

    Krishna has more than 15 years of experience. He has in the past led WPP Digital‘s key business initiatives and accounts across Asia and Africa. Pritor to beStylish.com, he was part of the team that established WPP’s digital agency Squad Digital. He has also been involved with the launch of Publicis Groupe‘s Digitas India and has worked on brands such as Hewlett-Packard, General Motors, Unilever, Skoda, Microsoft and Airtel.

    Starting his career in 1996, Shivankutty’s first job was with Infovision Group where he spent eight years heading its software development lab and CRM practice. He then shifted to Sapient in early 2004 and five years later to Quasar in 2009. In his last assignment, Shivankutty led global delivery at Comviva, managing clients such as Airtel, Tigo, MTN, BanglaLink, Grameen Phone and Etisalat.

    WPP launched Possible Worldwide as a global interactive marketing outfit 2011 by combining its digital agencies Schematic, Bridge Worldwide (US), ZAAZ (US), Blue (Singapore), Quasar (India), Grape (Russia) and Carnation Group (Europe).

    Australia Tourism Board, Makemytrip and Cathay Pacific.