Top Story

e4m_logo.png

Home >> Digital >> Article

Brands are getting impacted on Twitter in a big way: Rohan Noroha

21-June-2017
Font Size   16
Share
Brands are getting impacted on Twitter in a big way: Rohan Noroha


The sheer clout of social media has redefined brand marketing like never before. The huge volume of conversations across social media platforms provides brands an opportunity to interact with potential customers.


At the recently concluded Indian Digital Media Awards 2017, Rohan Noroha, Industry Manager, Twitter India, spoke about how brands were using social mediums, especially Twitter, as a reliable marketingplatform. “The question often asked is that why do users come to Twitter? I would say, simply because Twitter brings individuals together who can change thought like Prime Ministers, Presidents, CEOs etc, as well as well as individuals who carry mass appeal and this makes it all the more influential,” he says.


Also, the “two-way communication” that social media easily allows makes the platform even more relevant for brands. “Brands are getting impacted on Twitter in a big way. Today brands are engaging users in a two-way communication to share content and create opportunities of interaction. Be it 60 second social videos or live formats, it’s all happening on Twitter and brands are leveraging it to the fullest,” adds Noroha.


Popular platforms like Facebook, Twitter, Snapchat and OTT players have transformed the way content is consumed. In fact, content consumption has become more ubiquitous than ever before. The phenomenon of ‘on-the-go’ consumption is becoming the new trend. “With the coming of OTT, we can view content anytime. This has also made us change from passive to active consumers of content andwe are moving from traditional to live. On Twitter, we are working with 200 video publishers and premium content providers to share content. Apart fromthe video content, it’s the open conversations that brands are relying on to reach out to consumers”, explains Noroha.


The new content consumption patterns are emerging largely because of the popularity of the mobile device. With almost 400 million smartphone users in India, content consumption is becoming more personal and brands are using it for better targeting.


Explaining this trend in content consumption and how brands are leveraging it, Noroha says, “In today’s time, before you access the news apps or the daily newspaper for any information, you know it’s happening on Twitter at that very moment.Twitter’s lean format is bringing in consumers to actually discover newer content and 93% of our users are on mobile. I would sayas attention spans are shifting to mobile, it has become lot more personal and brands are using it to target potential consumers in an efficient way.”

Markus Noder, Managing Partner, Serviceplan International, shared innovative tools, ideas and methodologies to generate tangible business values

The primary reason that led to growth of OTT is the constant improvement of internet speed and service across the country: Sandeep Gupta, ACT Fibernet

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

The Tata Group is considering review of its Public Relations mandate which is currently handled by PR firm Edelman in association with Rediffusion. The review is likely to happen post January 2018.

KVL Narayan Rao, Group CEO, and Executive Vice Chairman of NDTV passed away at 63 after battling cancer for two years

Week 44 (October 29-November 4, 2017) of RAM Ratings saw Big FM and Fever FM dominating Mumbai. Meanwhile Fever, Radio City and Radio Mirchi dominated Delhi, Bangalore and Kolkata respectively.