e4m Techmanch Virtual Series: Making sense of digital consumption trends in times of COVID

On the webinar panel were Pawan Sarda of Future Group, Neel Pandya of L'Oréal, Shashi Mukherjee of RB and Shamsuddin Jasani of Isobar

e4m by exchange4media Staff
Updated: Apr 27, 2020 9:25 AM
Techmanch webinar

As part of the e4m Techmanch Virtual Series, we had a host of industry heads from the digital marketing world taking part in a webinar on ‘How will digital content consumption pan out in the post COVID scenario’.

On the panel were Pawan Sarda, Group Head, Digital Marketing & e-commerce, Future Group; Neel Pandya, Head of Media, L'Oréal; Shashi Mukherjee, Head Digital Marketing, RB; and Shamsuddin Jasani, Group MD, South Asia, Isobar.

The panellists spoke about the various aspects of the trends in digital content consumption that we are witnessing today.

Speaking about how Future Group had realised early the power of digital content, Sarda said: “This is the only medium that we are using to engage with our audience right now. Television is absolutely a no-go for us at this moment. Also, we never thought Big Bazaar would go for e-commerce but we realised that consumers might need it at this moment.”

On the spike in digital consumption and whether it would continue in the post-Covid scenario, Jasani said that the current spike may not remain the same once the lockdown was over. “A lot of people have now started understanding what digital is to the core. That is one big change. But I do believe there will be a tapering-off of digital and I also believe we are moving towards a more phygital world.”

Asked how brands could continue to stand out in the cacophony of digital conversations, Mukherjee said brands which are trying to market in these times are treading on a wrong path.

“Consumers are looking at positivity and some sort of comfort. What brands can do is to provide a combination of information and help wherever possible. It’s not a topical trend that brands need to leverage and a typical buy/sell narrative is not going to work. It’s time for us to be more humane and less business like.”

However, Pandya said this was an apt opportunity and brands should not go silent. It is important for brands to engage with their customers in one way or the other, he said.

“It is important not to think short term while communicating with your consumers. Also the tonality of the brand and communication should be positive and be more humane,” Pandya added.

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