Tag: Media Investment Summit 2024

MIS 2024: Screen revolution: The future of advertising on OTT & CTV

Mumbai: The Media Investment Summit 2024 which is being held on 4 April at Novotel, Mumbai is a dynamic platform that aims to bring together minds from the brand, media, advertising, digital & TV fraternity to explore the ever-evolving landscape of content, Adtech, Martech, metaverse and Web 3.0, the evolution of traditional media planning and buying, data and privacy infringement and ROI on advertising.

The day-long affair is to make sure to tantalise the thoughts of those looking for answers to myriad topics under branding, advertising, TV, digital media planning, and buying a roof.

The session will cover a range of topics relevant to the evolving landscape of OTT and Connected TV advertising, providing an opportunity to share valuable insights and experiences on how one can achieve the right balance between the two.

The session was chaired by GroupM Nexus Advance TV director Anooj Shetty which includes panellists – Tata CliQ director – brand marketing Shishir Kataria, head of media, digital marketing and brand PR (India and Global COE) Marico,

Ankit Desai, Magnite head of demand, India, Chandrahas Shetty, Kantar director- specialist Businesses, insights division Puneet Avasthi, Samsung Ads general manager & sales lead Vikram Chande.

Here are the insights shared by industry experts regarding the overall growth observed in OTT and CTV and how it has impacted our brand and advertising strategies.

Tata CliQ director – brand marketing Shishir Kataria

I believe Connected TV (CTV) is an excellent channel to reach premium audiences. As we’ve been strategizing for 2025, we’ve continually questioned how to achieve 100 per cent penetration of CTV, considering that’s where our audience is. Consequently, we’ve been collaborating with media and other partners to allocate more advertising focus and budget towards TV. Another significant aspect, which I’ve observed since my days at Hotstar, is the ability to customize creative content based on the context. Unlike traditional TV, CTV and OTT platforms allow for the rapid deployment of customized creatives tailored to what consumers are watching. This capability, both from a distribution and creative perspective, is crucial.

Hence, we anticipate a considerable shift in media investment not only from Tata Cliq but also from other premium and luxury brands towards CTV and OTT platforms.

Marico, head of media, digital marketing and brand PR (India and Global COE) Ankit Desai

I believe that when we talk about mass appeal, we’re essentially catering to a wide range of consumer profiles, including both premium and mass brands. As mentioned, it’s evident that different audiences require different approaches. For instance, during a recent visit to rural Rajasthan, I encountered a woman who wasn’t a Connected TV (CTV) consumer but was still accessing content via alternative means. Despite not being affluent, she was resourceful with her budget and took advantage of free data provided with the 5G launch, allowing her to consume content on her phone without needing to pay a cable operator. However, she acknowledged that this situation might change if data prices were to increase. This illustrates that targeting only affluent households is no longer sufficient. While it’s a valuable marker, it’s not the only one. We need to view TV as just the beginning of a continuum that spans multiple screens, including traditional TV, mobile, and CTV. To effectively reach consumers, we must adapt our strategies across all these screens. Additionally, while it’s not ideal to simply transfer TV ads to CTV or OTT platforms without adaptation, this presents a challenge for marketers in refining their communication paths for each platform and screen. It’s an evolving landscape with flux and change, both in consumer behaviour and media platforms, but I’m confident we’re heading towards a better understanding and adaptation.

Samsung Ads general manager & sales lead Vikram Chande

What’s happening now is that the concept of TV has evolved from being just a singular device to becoming a culmination of various mediums through which content is consumed. The nature of TV devices has changed significantly over the past decade, particularly in terms of hardware. Previously, not all TVs were equipped with smart operating systems or provided content recommendations. If you disconnected the cable, you would often encounter several steps to access content. However, as Ankit mentioned, today’s smart TVs offer a different experience. Even in remote areas like rural Rajasthan, individuals are now accessing content via streaming platforms, making them consumers of brands regardless of their income level.

Smart TVs have revolutionized audience targeting strategies due to their connectivity to the internet and ability to provide data insights. This allows advertisers to tailor their strategies based on audience demographics and geographical targeting. Additionally, the shift from linear TV advertising to platforms like Connected TV (CTV) has opened up new possibilities. Advertisers can now measure incremental reach effectively, combining data from both traditional linear TV and CTV. Smart TVs can cater to advertisers’ needs, whether targeting affluent households or those with varying income levels, by providing valuable audience signals. This comprehensive approach enables advertisers to craft audience-driven strategies supported by creative content, leading to a deeper understanding of campaign deployment and impact measurement.

Magnite head of demand, India, Chandrahas Shetty

We’ve come a long way from where we were a couple of years back when programmatic was primarily associated with remnant inventory. Now, a significant portion of buying happens through programmatic guarantees, shifting away from the old resistance of buying through IOs to automatic buying on programmatic guarantees. This shift benefits both publishers and advertisers, with publishers achieving complete 100 per cent fill rates and advertisers gaining confidence in purchasing premium, clean inventory. The landscape of programmatic buying has evolved significantly, offering more than just the open auction format of the past. Today, there’s a wide range of buying options, including PMP buys, providing advertisers with greater flexibility and control over their campaigns. In India alone, we have over 50 platforms, and globally, the number reaches about 110, offering advertisers the option to access all inventory across OTT and CTV through a single dashboard. With programmatic growth at a staggering rate of 32 per cent according to the recent Magna report, India is gradually catching up, currently accounting for 44 per cent of digital inventory bought programmatically. This trend is driven by the increasing flexibility, control, and efficiency that programmatic buying offers, allowing advertisers to capitalise on the growing inventory available as more users switch to streaming and connected TVs.

Kantar director- specialist Businesses, insights division, Puneet Avasthi

By ownership itself, CTV distinguishes itself as an affluent audience. So, that in itself is a marker of affluence and upward mobility, something that tends to differentiate. But I think there are other elements to the CTV audience versus those who are still in the linear TV space. There are differences. Likely, many people who are adopting CTV are also younger. So, there is a profile element in terms of affluence and youth, and where they are in terms of their life stage. Additionally, some elements differentiate them in terms of how they consume communication or media. Data from PGI indicates that the audience who are cord cutters, and cord-cutters are not necessarily solely on CTV, but they could also be consuming content on their mobile devices or smaller form factors. Both groups are more likely to consume a larger part of the ad. As a result, those who are on linear TV are more likely to switch channels frequently, possibly because the targeting ability of the audience is sharper, leading to messages that are more relevant to their interests. This greater stickiness to the ad results in the message registering better. So, yes, there are those differences. I completely resonate with that.

April 5, 2024
MIS 2024: The power of personalisation: Strategies for creating a seamless customer experience

Mumbai: The Media Investment Summit 2024 which is being held on 4 April at Novotel, Mumbai is a dynamic platform that aims to bring together minds from the brand, media, advertising, digital & TV fraternity to explore the ever-evolving landscape of content, Adtech, Martech, metaverse and Web 3.0, the evolution of traditional media planning and buying, data and privacy infringement and ROI on advertising.

The day-long affair is to make sure to tantalise the thoughts of those looking for answers to myriad topics under the branding, advertising, TV, digital media planning, and buying roof.

The session can provide valuable insights into the strategies, challenges, and future trends associated with creating a seamless customer experience through personalized marketing.

The session of the event was chaired by Wavemaker India chief digital officer Sairam Ranganathan and consists of panellists including – Dr Reddy’s Laboratories India director head digital omnichannel & transformation Rupali Krishna Digrajkar, Shemaroo Entertainment COO, digital Saurabh Srivastava, MiQ MD and global board member Siddharth Dabhade, Criteo country head, India Medhavi Singh, Interactive Avenues VP, media, Priyanka Mohanty Nayudu.

Here are the quotes from various industry experts on the power of personalisation: Strategies for creating a seamless customer experience:

MiQ MD and global board member Siddharth Dabhade

I think the evolution we’re witnessing involves a convergence of media and data, with companies worldwide, including those in India, consolidating functions like data science, marketing, and business priorities. Those who’ve successfully integrated these elements have outperformed because marketing can’t solely focus on one aspect; it must combine media and data. Many companies possess vast data, but it often remains fragmented. Thus, the challenge lies in consolidating this data to establish a unified consumer view. Additionally, families are accumulating more first-party data, which is crucial. Moreover, macro trends significantly influence consumer behaviour and brand perceptions. The ongoing challenge is integrating all these elements effectively. For instance, in a recent case study, we targeted consumers interested in inverter solutions while considering the macro trend of power outages driving inverter sales. It’s about merging data from various sources, deriving actionable insights, and ensuring data privacy. Another case study involves an auto player, where we analyzed dealership sales and inventory levels in real time to optimize marketing campaigns accordingly. personalisation should benefit both consumers and advertisers, enhancing relevance and efficiency.

Shemaroo Entertainment COO, digital Saurabh Srivastava,

One business I represent that’s highly relevant to this topic is Shemaroo, which operates a direct-to-consumer OTT business. Effective personalisation is crucial for us as it enhances consumer engagement and drives loyalty, ultimately impacting our business model, especially considering the high cost of acquiring consumers. When content is personalized based on data analysis, it sharpens our proposition and improves user engagement. For instance, our collaboration with Amazon Personalize has led to a significant shift in how users consume short-form video content, demonstrating the power of data-driven recommendations. This collaboration has become a noteworthy case study, indicating potential for further expansion beyond short-form content. Loyalty is paramount for every brand, as retaining consumers is key to maximizing lifetime value. Additionally, the OTT market in India is poised to double, creating opportunities for both global and local players. However, achieving this growth requires significant efforts in storytelling, data utilization, technology, and personalisation to meet the diverse needs of consumers. Ultimately, the collective integration of these elements will contribute to the expansion of the market, albeit with considerable effort.

Dr Reddy’s Laboratories India director head of digital omnichannel & transformation Rupali Krishna Digrajkar

We’re currently in the data-driven era where across various industries like pharma, media, entertainment, and telecom, customers demand both convenience and quality interactions with brands. This emphasis on convenience and expectation highlights the importance of personalisation. At Dr. Reddy’s, we engage with two main segments: B2B/B2B2C customers, such as doctors who then convey information to patients, and the over-the-counter (OTC) segment for direct consumer products. personalisation relies heavily on understanding data and deriving insights from it. Defining customer personas and understanding their needs, triggers, and barriers are essential for delivering targeted experiences to micro-segments. In our case, since we interact with diverse sets of doctors within specialities, influencing their perceptions about our products is key to driving prescriptions. This requires continuous relationship-building and content-based marketing to engage doctors effectively. While the theory is clear, executing personalisation at scale is complex and requires expertise in various elements such as data analytics and customer data management. Dr. Reddy’s is actively involved in orchestrating numerous initiatives due to the breadth of our business, which includes 74 brands. Personalisation efforts extend to content production, which must be customized and distributed modularly across different formats and geographies. Visualization plays a critical role in data-driven decision-making, and defining use cases and selecting the right toolbox are crucial aspects of implementing personalisation effectively.

Criteo country head, India Medhavi Singh

In today’s landscape, personalisation isn’t just about attracting more customers and boosting conversion rates. It’s also about fostering long-term customer relationships and maximizing lifetime value. Some may think personalisation is about individualising every interaction, but it’s crucial to understand that true personalisation occurs at scale. This necessitates investing in the right technologies to enable widespread personalisation efforts across various verticals. For instance, consider streaming platforms that recommend content based on users’ viewing history; this is made possible by their vast user bases. Similarly, at our company, leveraging our extensive data—over 720 million videos and 5 billion products—enables us to achieve personalisation at scale. Across the user journey, from acquisition to engagement, personalisation plays a pivotal role. For example, in collaboration with Clinique, we targeted audiences with high purchasing power, tailoring our approach to appeal to premium and luxury segments. Likewise, in the gaming vertical, we personalize ads to encourage user conversion. Personalisation extends to minute details, such as tailoring ad formats based on user preferences—be it single-window or scroll-based views. Moreover, real-time adaptation is crucial; algorithms must dynamically adjust based on user behaviour shifts, ensuring a personalized experience at every touchpoint. Therefore, creating personalised experiences at scale is paramount in today’s context.

Interactive Avenues VP, media, Priyanka Mohanty Nayudu

From initially attracting consumers to actively engaging with them and ultimately retaining their loyalty, personalisation plays a pivotal role throughout the entire journey. Take Spotify, for example, one of our brands during its launch in India. Globally recognised for its personalized approach, Spotify’s DNA is infused with personalisation. Therefore, our launch strategy had to emphasize personalisation from the outset, incorporating the “person, place, moment” framework along with extensive data analysis to understand our target audience’s preferences. This journey encompasses capturing audiences through media campaigns, acquiring them, engaging them with content recommendations tailored to their tastes, and retaining them by continually adapting to their usage patterns. Remarkably, leveraging personalisation has led to a significant increase in streams—up to 30 to 40 per cent more compared to regular usage. This underscores the critical role personalisation plays throughout the consumer journey.

April 5, 2024
MIS 2024: Leveraging a Customer – Centric Martech Stack

Mumbai: Media Investment Summit 2024 is a dynamic platform that aimed to bring together minds from the Brand, Media, Advertising, Digital & TV fraternity to explore the ever-evolving landscape of Content, Adtech, Martech, Metaverse and Web 3.0, the evolution of traditional media planning and buying, data and privacy infringement and ROI on advertising.

The day – long affair is to make sure to tantalize the thoughts of those looking for answers to myriad topics under the Branding, Advertising, TV, Digital media planning and buying roof.

The panel for this session was moderated by Fractal Ink CEO Tanay Kumar. The panelists were Future Generali India Life Insurance Co. Ltd. CMO Geetanjali Chugh Kothari, Pepperfry VP – Marketing & Growth Mahip Dwivedi, Schneider Electric director – Global Strategic Marketing Ankesh Kumar, Dangal Play head Akshat Singhal and Vserv co-founder & CEO Dippak Khurana.

Kumar posed the question on the various aspects of utilizing marketing technology (Martech) tools and strategies to the panelists. To which Kothari said, “There are essentially two aspects to consider. Firstly, many areas have become hygiene, especially when it comes to customer data. Secondly, when evaluating the tools to include in your entire CapEx.”

Dwivedi underscored the customer-centric approach to Martech utilization. He said, To fully utilize Martech, the focus should be on serving the customer, not just selling to them. Using the term “sell” implies bombarding customers with irrelevant messages, which isn’t effective.”

Kumar shared insights into the global utilization of in-house tools for efficient asset management and campaign execution. He reiterated, “We utilize a variety of in-house tools globally to control assets, release them, and manage various campaigns efficiently.”

Singhal highlighted the role of Martech in content personalization, communication, and analytics. He said, “From personalizing content to sending communications, we rely on marketing tools to engage, gather analytics, send notifications, and craft personalized emails. So marketers help that way a lot.”

Khurana said that, “Any marketer who is taking decisions buy or build, there are 2 areas they try to take decisions on. One is they have an objective of user growth and second is they have an objective of user retention.”

The session concluded as panelists navigated the complexities of the digital landscape, leveraging Martech tools effectively will be essential for staying ahead of the curve and delivering exceptional customer experiences.

April 5, 2024
MIS 2024: The Evolution of Advertising: Ever – Changing Trends in Television Space

Mumbai: Media Investment Summit 2024 is a dynamic platform that aimed to bring together minds from the Brand, Media, Advertising, Digital & TV fraternity to explore the ever-evolving landscape of Content, Adtech, Martech, Metaverse and Web 3.0, the evolution of traditional media planning and buying, data and privacy infringement and ROI on advertising.

The day – long affair is to make sure to tantalize the thoughts of those looking for answers to myriad topics under the Branding, Advertising, TV, Digital media planning and buying roof.

The panel was moderated by Indian Television.com Group founder, chairman & editor in chief Anil Wanvari along with the panelists Polycab head digital marketing Tanushree Jain, SYSKA Group head marketing Amit Sethiya, Laboratories Ltd. India AVP Media Raghavendra Katte and Shemaroo Entertainment, Sandeep Gupta

The session provided an overview of the ever-changing trends in the evolution of television advertising, with a keen focus on potential disruptions, emerging technologies, and the industry’s strategic response to future challenges.

Jain emphasized the imperative for television to embrace more technology and content that resonates with consumers’ preferences. She said, “With digital offering targeted and measurable last-mile conversion, television needs to incorporate more technology and content that resonates with consumers’ preferences.”

Sethiya highlighted the brand’s significant presence built through television advertising over the past decade. His insights underscored the enduring value and impact of television as a medium for brand building and reaching diverse audiences.

Katte delved into the marketer’s dilemma, emphasizing the importance of targeted approaches in advertising. He told, “The marketer has a choice, they can either participate in ad avoidance by being part of inventory without detailed targeting, or they can opt for targeted approaches where their information is actively sought out.”

Gupta shed light on the evolving strategies of content providers and creators in television. He said, “Content providers and creators in television are exploring ways to monetize their content more effectively, adapting to changes in the industry.”

Overall, as the industry continues to evolve, embracing technology, targeted approaches, and innovative content strategies will be crucial for brands and content creators alike to thrive in an ever-changing landscape.

April 5, 2024
MIS 2024: Catering to the digital India narrative – brands leveraging automation

Mumbai: The Media Investment Summit 2024 which is being held on 4 April at Novotel, Mumbai is a dynamic platform that aims to bring together minds from the brand, media, advertising, digital & TV fraternity to explore the ever-evolving landscape of content, Adtech, Martech, metaverse and Web 3.0, the evolution of traditional media planning and buying, data and privacy infringement and ROI on advertising.

The day-long affair is to make sure to tantalise the thoughts of those looking for answers to myriad topics under the branding, advertising, TV, digital media planning, and buying roof.

The session will cover the multifaceted role of brands leveraging automation in the digital India narrative, providing insights into the opportunities, challenges, and impact on various sectors of the economy.

The session of the event is chaired by Publicis Groupe India CEO digital technology business Amaresh Godbole, consisting of panelists including – Kotak Life EVP & head of digital business unit Prasad Pimple, GSK associate director – customer experience Delnaaz Irani, Lenovo head, corporate citizenship, Asia Pacific Pratima Harite, Fractal ink Design Studio Pvt Ltd co-founder, COO and CBO Geeta Suthar and mFilterIt head of product Arvind Mathur.

Talking about financial services being the most automated industry, Godbole asked Pimple about his insights, “I agree that the way the overall technology stack has been created, it has helped most of the brand and industries to build on automation into the purchase journeys as well as the overall customer experience management but we’re not as fortunate as the leaning business where it is simplified in terms of just financial underwriting based on credit score.”

He also spoke about financial and medical underwriting still remaining unautomated, and that a lot of work has also happened in terms of the automation perspective on the customer experience part of it. He also said, “In terms of automation, significant progress has been made in enhancing customer experience throughout the marketing funnel, from building awareness to tracking it, transitioning to consideration, purchase intent, actual purchase, and finally sharing purchase information with relevant media platforms.” He also spoke a bit about CKYC, EKYC, and the UPI moment in India during the pandemic, among other topics.

Answering Godbole’s question on the challenges in automation, in the pharma industry, Irani said, “The challenge is integrating doctors into the marketing funnel with a clear strategy for exclusive communication and validation.”

Moving on, Harite said, “When we talking about the automation i think we should look at the work for human kind project that we looked at where we were thinking of how do you revitalise millets using technology.”

Sharing her thoughts on automation, Suthar said, “Process optimisation has largely been digitisation. We identify things that are manually done or they’re not efficient and then we figure out ways in which to digitise them, put them on the cloud or some service somewhere and then join the dots to make everything seamless.”

Mathur then spoke about deploying technology, including AI and generative models, to monitor and distinguish between positive and negative elements within the system. He also spoke about the guardrails that need to be made around systems.

April 4, 2024
MIS 2024: Tackling the acquisition – retention juggernaut

Mumbai: The Media Investment Summit 2024 which is being held on 4 April at Novotel, Mumbai is a dynamic platform that aims to bring together minds from the brand, media, advertising, digital & TV fraternity to explore the ever-evolving landscape of content, Adtech, Martech, metaverse and Web 3.0, the evolution of traditional media planning and buying, data and privacy infringement and ROI on advertising.

The day-long affair is to make sure to tantalise the thoughts of those looking for answers to myriad topics under the branding, advertising, TV, digital media planning, and buying roof.

The key highlights of this session encompass defining customer acquisition and retention within the framework of business strategy. This includes mapping the customer journey from awareness to conversion and retention, identifying touchpoints for continuous engagement throughout the lifecycle. The pivotal role of personalization in both acquisition and retention strategies will also be discussed. Additionally, the session will cover the utilization of various channels, encompassing digital and traditional methods, for effective customer acquisition. Lastly, the imperative for businesses to adapt acquisition and retention strategies in response to evolving market dynamics will be addressed.

The very first-panel discussion of the event is chaired by PivotRoots – A Havas company VP – media & strategy Ashok Shinde, consisting of panelists including – mFunnel.ai co-founder and CEO Chintan Soni, Dr Reddy’s Laboratories India head – e-commerce Reethika Nair, Jio deputy general manager – marketing Shaurya Tyagi, CleverTap Sr VP partnerships (East Globe) Tapan Acharya and WebEngage director of growth and strategy Tanisha Doshi.

Sharing the context of the session, Shinde began talking about customer acquisition, retention marketing and perhaps why do brands and marketers of businesses really need to invest and pay attention to it.

Shinde asked his first question to Tyagi, “What are some of the key elements that are important for making a successful customer acquisition and retention marketing strategy?”

Tyagi answered, “Whenever we look at customer acquisition, more than looking it as a funnel, I look it as a loop. Everytime we acquire a new customer, if that customer makes a transaction or makes an action on the app or website, that customer will talk about their experience or whatever action they’ve taken on the web or the app, to other people also which will further get other people also into that.

Secondly, there would be channels that can be grouped into two buckets. One is always on channel, which will give sustained growth as you continuously optimise them over a period of time. The other one would be, the one giving you the spike when a particular offer or promotion is running for a product. If you think of Instagram as an example, the growth will come from specific events when they’re happening. That’s where you’ll get a lot of growth from existing customers.”

Talking about retention, he added, “Retention can be actually broken down into three parts. First one is activation. For example a customer signs up on the app, that’s where the customer has actually taken an action on the app. Second is the engagement. When you think of any social media pp or any ecommerce app, you’ll have to see what core action you want the user to do and that defines the engagement. The last bit is resurrection which is actually linked to the first two. The customer downloads the app but doesn’t sign up, that means he/she is not activated and resurrecting a customer is not possible in that case. But if you see that the customer is talking daily, weekly or monthly action on your app only then you can call them as an engaged user and if that is not happening then you have to resurrect them and bring them back into the loop.”

Moving on, Shinde asked Soni, “What has been you approach to some of the common challenges that you’ve faced and how did you overcome those?”

Soni answered, “When you talk about acquisition, one of the biggest challenge atleast in the digital media is that there’s a reverse economy. Probably if you go from zero to ten, the acquisition cost will be stagnant but if you go from 10-100, that is where you start seeing the cost of acquisition going up. The reason that happens is that 70-80 per cent of the digital media works on the auction based economy, where you have to actually outgrade another advertiser in the poll, to win that impression.”

He then goes on to talk about analysing the whole funnel and lead indicators in each stage of the funnel. He also spoke a bit about click through rate. Talking about customer retention he said, “Customer retention is almost like employee retention in a company. You’ve to understand why they’re not coming back to you again.”

Moving on to his next question, Shinde asked Nair, “What would be your recommendation on how we should go about prioritizing between the two (customer acquisition & retention)?”

Nair answered, “Firstly, a big question is ‘should you have a retention strategy?’. I think one should know what stage their brand is in. If it’s in the starting stage then forget about retention strategy and focus on whether you’ve built the right product or service to get the acquisition done in a very organic or natural fashion. People say that acquisition is five to 25 times more expensive than retention. But the fact is that acquisition becomes expensive when you want scale in very small period of time. You have to figure out ways of getting acquisition done in a cost efficient manner. The second scenario is, retention becomes critical but retention’s first big soul is your product experience. Today it’s a very difficult problem to solve because of the fragmentation that we live in.”

She then talked about the various types of retention that a brand can have including emotional aspect or the price reason.

Shinde then asked his next question to Acharya and Doshi, “How do you see brands leveraging to try customer acquisition or retention strategies?”

Doshi answered, “Every customer does require personalisation to a really large extent. Being an enabler in this space, there are top three strategies that every brand can inculcate in their retention strategy. One is data is king. When we talk about data,not only online but even offline, data becomes important to merge the data between your online and offline customers so that a seamless customer journey can be created for your end customer, i.e, consolidation of data.”

She then went on to talk about the real power of omnichannel marketing, and personalisation.

Acharya then went on to answer the question saying, “The acquisition and retention juggernaut is actually two sides of the same coin. If you have a leaky boat where you’re acquiring and just draining then it makes no sense. Secondly, we pretty much know th CMP or the LTV formula, i.e., ‘what is one transaction making for you, what is the frequency of the transaction, what are the number of years the customer stays with you, that’s your lifetime value for the customer. Keeping these two thing in mind, if you think about acquisition an retention, the whole communication is about the maturity framework. If your integrated opinion is to have customers for life, then acquisition and retention has to be spoken in the same breath. Once that happens, then ofcourse the whole media has evolved to be bidirectional.”

He then went on to talk about the five parts in which money can be made on the internet, that is, through technology, banking services, advertising, subscription models, and gaming platforms.

April 4, 2024