Home >> idma >> Article

Techमंच: Marketers have to behave like entertainers and move like startups: Lloyd Mathias (video)

29-June-2018
Font Size   16
Techमंच: Marketers have to behave like entertainers and move like startups: Lloyd Mathias (video)

At the exchange4media’s digital marketing conference Techमंच, Lloyd Mathias, Former Asia-PAC Marketing Head, HP Inc, shared his perspective on how marketers are perceiving the digital onslaught. He recalled that the digital medium did not exist until the early 90s. But today, for most brands and company, digital spends comprise 15, 20 and sometimes even 50 per cent of the budgets.

Watch the entire session here:



In an insightful presentation, Mathias spoke on ‘Battleground Digital: The challenges staring at the marketer in 2018’. Mathias, who has also worked for brands such as Pepsi and Motorola, feels that the pace of the digital medium is immense. “The key question that arises is that there is more content than what anyone can consume. More is not good for consumers anymore as their attention cannot command it. Also, now, consumers are co-creating brand stories. Consumers’ participation is getting critical.”

Mathias feels that the challenge for marketers now is to engage with the consumers closely. “The media universe is expanding and fragmenting. Nearly 2.5 million pieces of content are shared on Facebook every minute. So much of data is out there on the internet that it's impossible to get a lot of share (of consumers’ attention). The whole idea is to closely engage with the consumers. And that is the challenge for marketing now.”

I think what matters to businesses and marketers is the fact that every moment counts. There are no off-time and on-time moments. Consumers can engage with your brand at any point in time. There is a constant flow of information,” he shared.

According to Mathias, in the fast-paced digital world, decision making by consumers takes place a million times in a day. “The decision-making takes place a million times in a day on connected devices. As a brand, we need to own these moments. We need to have something relevant to say to the customers and we need to create shared experiences. It should not be about putting a brand’s point of view, but it should be about the consumer’s point of view. This point of view should then be integrated with the brand purpose.”

So a marketer has to think like a marketer, behave like an entertainer and move like a startup,” he added.

In his presentation, Mathias came up with five suggestions for marketers: Use the always-on digital to own the moment: Digital is an always-on phenomena and so owning the moment is critical. The challenge is to come up with a big idea to have the consumers engaged on a regular basis.

He asserted, “Staying topical and relevant and, most importantly, staying authentic is important. This brings us to questions like: Do we have enough digital creative heroes in our Indian ecosystem? Are the creatives still dominated by the guys making classic 30-sec television commercials?”

The challenge essentially is that the mainstream advertising is yet to embrace the privacy of digital. “I think some of the superstars, still focus on a big budget for television and print. The challenge is to create superheroes in a digital era,” he shared.

Avoiding the metric trap: It's important for the digital medium to move beyond this very basic metrics. We need to define success clearly and measure often. He explained, “Ask for transparency from your digital agency. Success is not fans and followers, but conversation and engagement. For B2B marketers, the big challenge is that digital is just a lead generation mechanism. Also, it is important to recognize that digital is dominated by few large names. As much as 25 per cent of digital ad spend goes to Google and Facebook and doesn't include YouTube and Instagram.”

Be ready for technology disruption: Digital is a relatively even playing field. Also, mobility is the priority. Develop all your content for mobile first. The third aspect is using customer data sensibly and responsibly.

Give the control to consumers: This is something that marketers often fear. They are faced with the question that they are the ones who have been entrusted with the brand, how could they let consumers take control? But the sad truth is that marketers have no choice.

Enhance customer experience and protect brand reputation: Customization and entertainment are important for customer experience. Also, as a brand, you should ask yourself if you should take a stand on issues of the day or leave it to news channels? Another thing is to think if we are overplaying the influencer card? Are Indian brands using influencers well enough? Influencers have their own following. They won’t stick to the script.

Mathias concluded on the note that digital is out there and it is not just the responsibility of the marketers. “It's the collective responsibility of marketers, your corporate communication team and the senior management to spread the message.”

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

With this partnership, Eros Now further enhances its distribution to the larger screen in India and then across Asia

The agency strengthens its portfolio winning the accounts of Lactalis Group’s Anik range, Germany’s Baby Sebamed, Wagh Bakri - Mili Tea, and brands from Emami Group

Sachin Jain says India is the third biggest market for the diamond brand, contributing 35% to its global business