Content Jam 2018: How data has become the new ally of content marketers

At exchange4media's Content Jam conference, experts discuss how content creators and brand owners are relying on digital data

e4m by exchange4media Staff
Updated: Sep 10, 2018 3:21 PM

Are content creators and brand owners relying on digital, data and technology as an ally? Does the absence of a common metric affects the digital ecosystem? Industry experts tried to analyse these and several other questions during a panel discussion at exchange4media’s second content marketing conference Content Jam on Friday.

The panel comprised Ajay Nair, COO, Only Much Louder; Kanika Mohan Saxena, Vice President-Content, Vodafone; Gurmeet Singh, former Vice President and Managing Director, Yahoo India; and Karthik Nagarajan, Chief Content Officer, Wavemaker. It was moderated by Samir Bangara, Founder & MD, Qyuki Digital Media.

Bangara started off on the perception that online video and content marketing is the future. The discussion then went on to data science. He said, “The data science that we are talking about is deployed into taking decisions on making content (largely online video).”

Bringing in Nair into the discussion, Bangara asked, “Ajay, how do you use data into core business as well as ticketed business?

Nair answered, “If you look at live events, data helps us make a lot of our decisions. A lot of the insights that go into making a certain type of content are still informed by a large demographic piece of data.”

Kanika Mohan Saxena, Vice President-Content, Vodafone said, “As a telecom company, we sit with a lot of data. We do a lot of analytics. We know when the consumer comes on Vodafone Play app. What are they watching? What are the search words? Balaji shows do exceptionally well for us.”

Saxena confessed that Reliance has changed the game for everybody. A lot of telecom providers with content are relooking at it. Her advice? “The idea is to do smart acquisition and make great content. One needs to look at habit formation, which is an interesting parameter for all the telecos.”

When it comes to who is watching a particular piece of content, Gurmeet Singh, former Vice President and Managing Director of Yahoo India, said each of the players has its own DNP (data server where one has access to data on users from various sources). He said, “You get to know the kind of people watching a certain piece of content. Once you know that you can drive further, you go to the advertiser and ask who their TG is.”

“For any internet business, maximum CPM/yield is from bandwidth content and the least is from programmatic. We are encouraged to have more branded content. The moment you have this in the ecosystem, you are able to measure content marketing. If you can encourage advertisers to get more content you have the required metrics (consumption rate) to scale up that and make it more meaningful,” Singh added.

This moved the discussion towards the measurement of digital ecosystem (or one common metric across board) which has been in the talks for quite some time. Bangara asked the panelists, “Is there nothing we are able to use and effectively measure across all media (YouTube, Instagram etc)?”

Karthik Nagarajan, Chief Content Officer, Wavemaker, considered that to be a blessing in disguise. He commented that one should be thankful of that fact (that there’s no one common metric). “There’s no common content. I don’t think there should be one common metric or we should lose sleep over it. I think it’s a more dynamic and flourishing ecosystem. There should be different metric.”

Nagarajan also talked about how image search has become a reality and is being used excessively in ecommerce.

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