Content Jam 2018: Content is currency for a brand: MD, Perfetti Van Melle India
Rajesh Ramakrishnan explained how content gives customers something valuable in the form of engagement, entertainment and inspiration and brands in turn get loyalty, trust, respect
If the consumer can be engaged beyond eight-seconds then half of the battle has been won for marketers. The key task here then is how marketers can make content interesting enough to hold viewer attention for a longer duration. For Rajesh Ramakrishnan, MD, Perfetti Van Melle India, that’s where content marketing comes into play as he engaged the audience in his session on ‘Content Matters: Ignore at your own Peril’ at e4m Content Jam, part of Indian Content Marketing Awards 2018.
Ramakrishnan said, “Content marketing is hitting the sweet spot between what brands want to say and what consumers are looking for. Either way, how do we deliver the brand promise in a meaningful and relevant manner to the consumer such that it meets their needs?"
For the MD, content is like a ‘currency’ for a brand. It (brand) can give something valuable to the consumer in the form of engagement, education, entertainment and inspiration. “In return brands can get loyalty, trust, respect, word of mouth and love. That’s what content can do. It can be the pivotal place between adding value from brands to consumers and in turn getting something back from consumers.”
He gave a few instances on how brands such as Dove came up with multiple pieces of work to redefine beauty. Especially in ‘Dove Real Beauty Sketches’ it gets consumers to rethink and re-evaluate set notions. For engagement, he referred to Netflix, on how the OTT service has a strong understanding of consumer data and uses it effectively to anticipate customer need. “For instance for ‘House of Cards’ there were 10 different trailer cuts. Depending on the browsing behaviour and viewing habits, relevant trailers were fed to customers.”
Visibly impressed with how Netflix closed the loop, Ramakrishnan added, “By giving consumers GIFs and other shareable items, it created word of mouth and vitality."He mentioned other examples where a brand like Samsung did a great job of seamlessly weaving content to cut-through creatives without being intrusive.
For entertainment Ramakrishnan picked up The Viral Fever’s third original series ‘Tripling’ in association with Tata Motors’ Tiago where the role of the car (Tiago) evolved and played an instrumental role. “Clearly there was an impact in tangible things in terms of sales and market share. Obviously it’s not the only reason, but it does play a big role in the overall scheme of things.”
When it comes to inspiration, he talked about Redbull, a company which has always pushed the envelope with regard to content marketing. Most of the times it’s actually out of the company’s comfort zone as mentioned by the MD. Ramakrishnan chose the Red Bull Stratos project where Austrian skydiver Felix Baumgartner jumped nearly 96,000 feat from the stratosphere, landing unharmed in New Mexico Desert and simultaneously creating a record. "Red Bull are right up there with the kind of stuff that they do. By showing some of the stunts, they get consumers to push boundaries and create more experiences," he said.
And that, at the end of the day, should be the endeavour of content marketing.
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