ICMA 2017: Video works much better than words for the mass consumer: Malay Dikshit, CCO, Tata Sky

Malay Dikshit, Chief Communications Officer, Tata Sky, shares his insight on the principles, challenges and future of content marketing

e4m by exchange4media Staff
Updated: Aug 31, 2017 8:00 AM

With every brand tapping into content marketing, the strategy has turned out to be critical for most of them. To celebrate some of the best work in content, exchange4media is looking to hold the second edition of the Audacity e4m Indian Content Marketing Awards after floods in Mumbai pushed it. Malay Dikshit, Chief Communications Officer, Tata Sky, shares his insight on the principles, challenges and future of content marketing. Edited excerpts:


What kind of content marketing seems to be working for you currently?


Tata Sky has content at the heart of its business. There are primarily two routes that work for us: marketing the content we distribute and creating content to demonstrate the role of our offerings in the lives of subscribers. We amplify these through our targeted default platforms, social media and on-ground activations.


What are the principles of content marketing?


Narrating your brand’s role in people’s lives either through storytelling or actually demonstrating it rather than a brand pay-off or feature-led advertisement is the first principle of content marketing. For a content-led approach, the stage of conceptualization extracts the most out of creative thinking. Excellence at the execution level takes the storytelling a notch higher. 


What are some of the challenges?


People handling brands are trained to communicate their brands and wares in a fast and compact way. The unanimous self-fulfilling prophecy is that this is the best possible way in the world of finite monies, low patience in evaluating ad spends, ROI and low attention span of the consumer.


In content marketing, one showcases how the brand can naturally fit into the consumer’s life without going over the top. This approach, in fact, is more effective in building brand-love. A buy-in of using this route of communication by brand owners, creative folks and media agencies is going to take some time. 


How are the videos changing the game and how important will they be in future? 


Visual communication, in particular, video works much better for the mass consumer than words and that’s well known in the marketing fraternity. As of today, video is around 80 per cent of mass communication. With file formats becoming more compact and video making becoming easier, it is foreseeable that videos will be the mainstay of even one-on-one communication in the near future. 


What are the major trends in the content marketing space?


Content marketing though a buzzword is still at its nascent stage. Even the interpretation of content marketing is often a debate. While some brands have started experimenting with content-led communications, we need to let this space grow before trends are generated.


The content strategy for most brands seems to revolve around Facebook and Twitter. What other avenues can brands explore?


If you go by the first principle of content marketing (as I mentioned earlier), it has nothing to do with what medium is used to propagate it. Social media by its nature makes it easy to engage a consumer with good content-based marketing.  However, we have seen some very interesting applications of content creation and amplification on the streets too.   


How does a brand create a sustained content marketing strategy instead of doing it in media bursts?


There is no universal rule on whether the marketing plan should have a 365-day plan, few impactful bursts or a combination of both. Tata Sky has experimented with both from time to time based on the task at hand and has seen positive outcomes.

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