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  • Guest Column: How multi-channel marketing strategy works post pandemic

    Guest Column: How multi-channel marketing strategy works post pandemic

    MUMBAI : With Covid-19 behind us and all restrictions easing up, it is hardly surprising that things are returning to pre-pandemic levels. It is critical to recognise that businesses and organisations are prepared for such huge changes since, as we all know, we are not returning to the way we used to run our operations. Now that the market has opened up, there is enormous potential for marketers from all sectors to capitalise on these changing trends; organisations never expected to adjust into hybrid working so rapidly. According to McKinsey, firms have accelerated and been digitised in the last two years. It was expected to take it upto 2025, but they hastened it up by three years.

    The pandemic has already demonstrated the necessity of multichannel marketing, which multi-channel marketers were aware of. It has considerably increased the use of digital channels. What makes multichannel marketing so crucial in today’s market is using diverse marketing techniques and platforms to contact and engage with a wide range of customers in a number of ways. The primary goal of multichannel marketing is to guarantee that the message reaches the target audience regardless of whatever devices they use.

    The following are some strategies to consider while developing multichannel marketing strategies:

    1. Leverage Data

    Information is one of the most powerful tools accessible to marketers. Multichannel marketing generates a vast quantity of consumer data cache. Even if a message does not convert or produce an average or mediocre outcome, it nevertheless generates data. This never-ending cycle of developing and enhancing messages and content is the foundation of true multichannel marketing. Previous data and analytics may also be used to get information about what customers want at each touchpoint. Analyze the data and detect trends in your multichannel marketing initiatives to help you target customers more effectively.

    2. Hybrid channel to elevate campaign

    The most difficult problem for any multichannel marketing plan is determining the best mix for a campaign, and strategies to begin with research. Identifying the channels to produce the best outcomes in terms of client involvement. Few channels risk oversaturation and missing out on a greater number of prospective consumers, while many channels exhaust resources and create a gap in the customer experience. Multichannel marketing must be utilised to generate important and beneficial consumer experiences at every connection, rather than simply having a balanced number of channels.

    3. Real connection with clients

    The Covid-19 pandemic has caused a significant change in remote work for organisations all around the world. Working remotely has many benefits, but it has also increased isolation and digital weariness, resulting in digital overload. Savvy marketers have long recognised the significance of building genuine connections with their consumers, which means breaking through the digital clutter and reintroducing the customer to the actual world. Tangible and observable objects provide a sensory experience that digital interactions cannot provide.

    The only constant is change, and as a marketer, you should be aware of it and be prepared to adapt to new difficulties and modify on the run. Multichannel marketing is critical for every marketer aiming to connect customers in a significant way. An effective multichannel marketing strategy necessitates a focus on how channels should perform independently. The goal is to convert targeted audiences into customers through improved interactions; interacting with consumers across numerous channels at various touch points means more opportunities to engage and convert consumers into customers.

    The author is Arun Fernandes, Founder-CEO, Hotstuff Medialabs

  • Dentsu India restructures CXM business; Anubhav Sonthalia named CEO

    Dentsu India restructures CXM business; Anubhav Sonthalia named CEO

    Mumbai: Following the restructure of its creative and media businesses in India, dentsu has now announced the launch of a unified Merkle-led CXM proposition in the market. The announcement brings together data transformation, digital transformation, and CX consulting into one unit to create the most specialised CX practice in India under brand Merkle.

    Part of the network’s global organisational redesign, the dentsu India CXM business will now house the agencies – Sokrati, Fractal Ink Design Studio and Merkle B2B, under one umbrella. Anubhav Sonthalia will lead dentsu CXM in India as its chief executive officer in addition to serving his current role as Sokrati CEO. He will continue to report to dentsu India CEO, Anand Bhadkamkar and dentsu CXM CEO – APAC, Z Shen.

    Sonthalia will be responsible for the integration, coordination, and implementation of dentsu CXM’s overall strategy across the country. The CXM business will be aimed at building differentiated customer experiences through data, design & technology transformations, and will work with partners like Salesforce, Adobe, Google Cloud & AWS, said the company in a statement.

    Speaking on the launch, Anand Bhadkamkar said, “Keeping up with our #onedentsu strategy, the new CXM business will help us move closer towards our growth journey. CXM is growing rapidly, and it is soon expected to become 35 per cent of our overall business in India. By 2025, we project that this growing field will have a 50 per cent contribution to our business. With this new CXM line of business, our clients will see a host of benefits as it will be a one-stop solution for all their CXM needs. I have complete faith in Anubhav’s leadership and in CXM to create numerous opportunities for clients as well as for the network.”

    Commenting on his new role, Anubhav Sonthalia added, “I am looking forward to leading dentsu India CXM and to develop newer strategies to up our customer experience game. We aim to provide world-class services to our clients and prioritise data-driven experiences & personalisation of the entire end-to-end customer experience. Our key focus will be to create a holistic view for the clients, and a focused strategy for delivering personalised experiences that they demand.”

  • Doctors for You & Hotstuff join hands in fight against Covid

    Mumbai: Hotstuff Media Group has joined hands with Doctors for You (DFY), an Indian humanitarian organisation to help them with their overall communication strategy and campaigns with a focus on social media. The association is part of Hotstuff’s CSR activity to help DFY to reach a wider audience and create the impact required to fight Covid-19. 

    DFY focuses on providing medical care to vulnerable communities during crisis and non-crisis situations, emergency medical aid to people affected by a natural disaster, conflicts, and epidemics. Hotstuff helped DFY by creating powerful social impact stories through their social media assets. 

    “Storytelling can do more powerful things than persuasive content. What we did was nothing in comparison to what the DFY team did on the ground. Each life-saving incident becomes a powerful story that impacts people’s lives. I am particularly glad that Hotstuff could be of aid to DFY in reaching these stories to people so that they knew about DFY and could reach out to DFY when they required them and recommend them to all communities”, said Hotstuff Media Group CEO Arun Fernandes.

    The Social Media assets of DFY were revived with creative & qualitative content to click with the right set of audience and gave them the desired visibility. Twitter, Instagram, Facebook, LinkedIn were primarily utilized and engagements with the followers were created through Instagram Stories and posts. And the new audience was garnered with the help of Influencer engagement.

    Macro Influencers and Celebrities such as Jhanvi Kapoor and Rannvijay Singha showed their support to DFY by sharing it on their Instagram handles. Online Fundraising events with comedians Atul Khatri and Amit Tandon were also a huge success.

    Commenting on the work done by Hotstuff Doctors For You Founder Dr Ravikant Singh said, “The Covid19 crisis was unprecedented and our need for resources and volunteers grew stronger by the hour. Hotstuff, stepped in at the right moment to power our efforts with the right communication strategy and social media support that helped us garner a great response for our on-ground initiatives”.

  • Guest Column: Dear Me…Be a good loser!

    I failed often, failed bitterly, had my fair share of ups and downs. I had my apprehensions and my faults. I share here the positive convictions I have gained. May be they hold some wisdom for the millennials of today too as they venture for their first inclines.

    A line in a poem by Czeslow Milosz that’s always stuck with me: “Love means to learn to look at yourself/ The way one looks at distant things/ For you are only one thing among many.” The key to happiness, the poem suggests, is to understand that you need to become less self-obsessed – so that you can better relate to the world around you.

    I was fortunate to rise to the job of a CEO within 11 years of take-off.

    24 years since I started and as an athlete at the peak of his game today, here are 7 things I would want my younger self to take care of. 

    1. Seize the moment. Carpe Diem. I would volunteer for the next responsibility and rise to the occasion. I would not make ‘best’ the enemy of ‘better’. No work is too small. I would relish the opportunity to work. If you’re not progressing, you’re regressing; so, keep moving forward. The key to success in any field or endeavor is to keep moving forward. In the block-buster Indian movie Baahubali, the Hero gives the dark horse a piece of advice – “Zindagi Ek Baar Sher banane ka mauka sabko zaroor deti hai” (Life gives you the chance to become a Hero at least once). This one moment must be seized. Also as goes the popular Hindi saying “Behta paani nirmala” – translated into English which is “Rolling Stones gather no moss”.

    2. Take care of myself. Your body is the greatest instrument you will ever have. I would keep it in fit condition. You are beyond your body. The quality and power of your mind will determine how you well you would fare in the wake of challenges. I would train my mind. The importance of constant upgradation of your intellect cannot be emphasised enough.

    3. Kill my ego. Adapt to the world. You need them. They don’t. Simple. Adapt to the situation or the challenge. Not even a whiff of entitlement. Please. Half of my problems is me. The other half is the circumstances. I would find the best combination.

    4. Choose to be happy. I would not be rigid about my wants. I would awake to the truth that I can change my wants. Happiness does not depend on anything but me. Wants are changeable.

    5. Save money. I would start early to create wealth by saving money. A dollar yesterday is bigger than one today. Money grows. The power of the exponential function is one of the most misunderstood!

    6. Be a good loser. I would rise every time I fall. You only fail if you do not get up. I would fail fast, fail often, fail uninhibitedly and fail – not quit – till I succeed. And again… A progressive mentality doesn’t mean that you’ll never experience major setbacks, or even utter failure–which can deliver vital lessons and invaluable experience. Additionally, reflecting on how far you’ve come can provide necessary motivation. Remember, there are no shortcuts. True success is as much about hard work as about resilience–the ability to keep getting up when you’re tempted to throw in the towel. Never give up. Ever.

    7. Find my spiritual center. I would involve myself in spirituality much earlier than I did. To know how to live better, be content and spend life so that it is worthwhile.

    Some of the above are convictions because they invariably stood me in good stead. Some of them I did not practise but would be wise to – were I to do it again! Happy Living.

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    (Piyush Sharma, a global tech, media and entrepreneurial leader, created the successful foray of Zee Entertainment in India and globally under the ‘Living’ brand. The views expressed here are of the writer’s and Indiantelevision.com may not subscribe to them.)

     

  • Guest Column: Start-up hacks: A cheat sheet for success

    With the convergence of technology and media, we are witnessing tremendous activity in the start-up space.  From content to distribution to broadcast to affiliate opportunities, there is no dearth of new ideas and their backers.  Surprisingly not all of them are covering all their bases to crack the start-up success code.

    Having been a part of four start-ups in leadership positions along with all the insights gained through studying hundreds of others, here are 9 ways that help us better understand them and reasons that make them succeed.

    1. Start-ups are not smaller versions of large organisations. Bonsai have a different life and game plan as compared to large trees. The two should not be compared and start-ups should not be expected to emulate the large organisation. 

    2. Start-ups do not adhere to a ‘set’ business plan – in most of the cases the challenge is to find one. As Mike Tyson famously said on his opponent’s pre-fight strategies: everyone has a plan till they get punched in the face. Business Plans are a necessary evil but for a start-up they are nothing more than fictional plans and rarely do they survive their first contact with customers.

    3. Customer Plan is much more important than the business plan. This may include customer engagement, customer stickiness, brand advocacy score, net promoter score, etc. “Your most unhappy customers are your greatest source of learning,” said Bill Gates.

    4. Data is the new oil. Data undergirds everything. Period.

    5. Start-ups need to fail fast, fail often, fail cheap and fail better. Constant experimentation and continuous learning is the name of the game rather than elaborate planning. Start-ups need to keep their persistence levels high. “You don’t learn to walk by following rules. You learn by doing and falling over,” as famously told by Richard Branson.

    6. Iteration is the key word for every aspect of the business. Launch and iterate. And again. Everything is changeable except the intent to give one’s best to making it big.

    7. Repeatability and scalability are two pivots to search in the early life cycle stage. Investing in growth in stage 0 is almost a sure-shot pre-requisite. Mostly start-ups are dealing with a new concept and/or a habit change. This may initially require selling only on the strength of price (not the brand or anything else) and may call for disproportionate investments and therefore profitability may be a long way off.

    8. Turmoil and chaos are integral to the existence of a start-up. Those who cannot stand the heat, need to get out of the kitchen.

    9. Lastly as Jeff Bezos said – Entrepreneurs must be willing to be misunderstood for a long time.

    The M&E industry as much needs start-ups as the rest of the economy.  As research shows, the success quotient can go up if the above factors are kept in mind.

    public://piyu.jpgPiyush Sharma, a global tech, media and entrepreneurial leader, created the successful foray of Zee Entertainment in India and globally under the ‘Living’ brand. The views expressed here are of the writer’s and Indiantelevision.com may not subscribe to them.

  • Film piracy: Govt has no ‘losses’ figure, industry estimates Rs 180 bn a yr

    NEW DELHI: Even as the government said that no definite data was available on losses owing to piracy “if any”, the film industry had said in mid-2016 that the Indian film industry was losing $ 2.7 billion (Rs 180 billion) every year.

    Minister of state for information and broadcasting Rajyavardhan Rathore told the Parliament that the government ‘is aware that there are instances of piracy of films but these are subject matters of investigation by concerned investigating agencies of the respective state governments based on complaints by the concerned filmmakers’.

    The Copyright Act 1957 as amended in 2012 provides Civil Remedies [Chapter XII (Section 54-62)] as well as Criminal Remedies [Chapter XIII (Section 63-70)] to the Copyright holder and clause (c) of subsection (1) of Section 52 of the Copyright Act, 1957 read with the Rule 75 of the Copyright Rules, 2013 are the provisions of the Act which deal with piracy of films, he said.

    The loss due to piracy is said to be 35 per cent more than the $2 billion from legitimate sources such as screening at theatres, home videos and TV rights earned by the film industry which is the largest globally with some 1,000 movies produced each year.

    Motion Picture Distributors’ Association (India) MD Uday Singh had said in mid-2016 that content theft or piracy in the film industry originates from ‘camcording’ in cinema halls. Over 90 per cent of new release titles originate from cinemas. He claimed that the Indian film industry loses over 60,000 jobs every year because of piracy.

    The World Intellectual Property Organisation (WIPO) also quoted these figures of loss due to piracy quoting noted filmmaker Anurag Basu. While the Indian film industry is, indeed, flourishing, piracy points toward how much more its stakeholders can make, he said.

    Meanwhile, the KPMG in India-FICCI Report on Media and Entertainment presented at the FICCI FRAMES earlier this month said films grew at a crawling pace of three per cent in 2016.

    The segment was impacted by decline in core revenue streams of domestic theatricals and satellite rights, augmented by poor box office performance of Bollywood and Tamil films.

    Expansion of overseas markets, increase of depth in regional content and rise in acquisitions of digital content byover-the-top platforms are expected to be the future growth drivers that would help the segment bounce back at a forecasted CAGR of 7.7 per cent.

    However, factors such as dwindling screen count and inconsistent content quality could prove to be limiting factors.