India is moving towards a digital revolution from that of a voice revolution and it is advisable for marketers to be prepared for the day as the day is not very far away. This was the advice that Pradeep Shrivastava, Marketing Director of Reliance Jio shared with the marketers during the recent release of the 2016 edition of the Pitch Madison Advertising Outlook Report (PMAR), where he was speaking on the topic ‘Content – the new arsenal in marketing man’s kitty’.
Need for Innovation
Speaking at the event, Shrivastava repeatedly called upon marketers to device innovative ways to connect and engage with consumers. Owing to the availability of a mountain of information today, he feels that it has been become much more difficult for businesses to reach out to their target audiences.
Quoting experts from the domain, Shrivastava said that today, people are producing 5hexabytes of information on a daily basis, which is roughly equal to reading an average-sized novel every day.
“Once consumers have such a huge amount of data coming to them, the question that becomes important is how do they deal with this mountain of data and how do they sift through this information and make sense out of it? How do they realise what is relevant for them and how do they finally make decisions? The one relevant question for us marketers then becomes that how do we make our consumers fall in love with us,” said Shrivastava.
Marketing in an era of multitasking
Adding that consumers’ attention span is getting increasingly divided and short (even shorter than the attention span of a goldfish), he said that people today are getting used to multitasking even while watching something on TV or working on a laptop. However, he also says that this phenomenon is helping in building a connect between smartphones and TV as people are getting information on TV and conducting in-depth searches for the information on their smartphones.
Predicting the changes in the market in the future with the advent of wearables and virtual reality, Srivastava added, “In the future, the attention span of people with multiple devices will become even more divided and the one question that will become increasingly relevant is how will we be able to cut through all this and reach out to the consumer as individuals in a country that is fast moving towards a digital revolution.”
Speaking about the importance that social media is playing in today’s world, Shrivastava added that we are moving from a society that used to be shy of voicing their opinions in front of friends and families to a society where people are not shy of voicing their opinions publicly in front of thousands of strangers.
“This is a very important development because with this wave, opinions are getting shaped and brands are getting built by people talking to each other more vocally. The sheer impact of millions of opinions available is a dramatic shift compared to what I could do to influence a handful of people around me who believed and trusted in me compared to a large number of people who have access to that information now,” says Shrivastava.
Right audience, right time
Another issue that Shrivastava pointed out was the need to connect with the right audience at the right time. “The most pertinent question we ask today is how can we create context and content in some kind of combination that can help in elevating consumer experience,” added Shrivastava.
Highlighting the need to create more original content as that is the only way one can get audiences to notice it. Shrivastava says, “Today, a large amount of content is available but its placement is not always good enough. It has to go beyond storytelling, the storytelling has to address business needs and challenges and it has to be done in a manner that creates new experiences, or a new connect for consumers to welcome it.”