Content Jam: Industry experts share insights on importance of engaging with consumers
Members for a panel discussion, moderated by Kashyap Vadapalli, were Siddharth Pal, Elizabeth Venkataraman, Mayank Shah, Ashish Lingamneni, Zubin Dubash and Sudip Sanyal
Marketers from various sectors came together at the 4th exchange4media Content Jam held in Mumbai on Wednesday. They discussed at length how content has changed their brands to consumers.
A panel of industry experts deliberated on ‘Content & Commerce - How do you create content which contributes to your bottom line?’ They spoke about how as brands choose creative content to engage with their consumers, the need to stand out increases every minute.
The session was moderated by Kashyap Vadapalli, CMO, Pepperfry, and the panellists included Siddharth Pal, Brand Marketing Head, Under Armour India; Elizabeth Venkataraman, Senior EVP, Kotak Mahindra Bank; Mayank Shah, Senior Category Head, Parle Products Pvt. Ltd; Ashish Lingamneni, AVP- Marketing, Swiggy; Zubin Dubash, Chief Operating Officer (COO) - Digital, Shemaroo Entertainment Limited and Sudip Sanyal, Business Head, Motion Content Group India.
Vadapalli threw open the session with his inputs on content marketing.
Sudip Sanyal initiated the session saying, “When we look at content, what we essentially believe in is partnerships - not just with content creators but also try and control the destinations that it goes on. There are different metrics for everything. For example, if we do something on social media then engagement comes into play, when we partner something on mass media, then we see what kind of brands can come in. It’s not just about visible on the content piece, it’s also about the talk ability that can come in. How do you take a content, how do you amplify it? It’s a 10X10X10 formula as long as long people talk about it and that’s were content builds.”
Mayank Shah, Senior Category Head, Parle Products Pvt. Ltd said: “What becomes more important for us is ‘what’ sort of content you need to use to push your brand and that is decided by the objective. Once you have a clear objective of the brand then you look at different options on what you need to do. When there is a new brand, we look at generating awareness, the kind of work you do is completely different from heritage brand. Depending on these factors, we decide what kind of content you need.
“For us when we talk about content, whether a tweet or a meme or a 5 minute digital film, it is content for us. For us the objective of Parle-G is beyond sales, more important is to have a bonding with the consumers,” he added.
Elaborating further on the topic was Ashish Lingamneni who said, “Advertising is an annoying stuff between content. The consumer looks for content and what you get in between is an ad. It becomes very difficult to measure content from an output metrics especially for a larger brand. So, we usually use a combination of input metrics, which is how to look at your digital parameters whether its engagement or reach and it depends on the type of content, whether it is shareable or likeable.”
According to Siddharth Pal, it is critical to reach out to customers. “We’re a new brand in the market, and what is critical for us is to drive sales because we know there is a gap in the market and we are already late. So, rather than moving on brand salience, reach out to the customers who want to buy our products and we realised content is the key to achieve it.”
Citing an example, Pal said, “We got in touch with lot of athletes and influencers and, instead of pushing them they’re the ones who are advocating the product and that’s how we are measuring our sales.”
Zubin Dubash illustrated a case study by Shemaroo for India Gate Basmati Rice during Ramzaan, where they used an emotional element in the ad. “We got 11 million views, 1 lakh shares during that period and another 3 lakh shares after the period. Afterwards, the client got many distribution orders from various stores.”
“For consumers, we are always conscious about not having an obvious strategy and the brand is at the right balance and that’s the trickiest call for a marketer. Over 60 per cent of the female Indian population does not have an independent bank account or are not active users and that is when we found purpose. Content marketing was the choice because research told us women want to talk differently. We want goals not products and we listened to all of that and realised the need to be gender sensitive and today there is a 50 per cent jump in bank accounts,” Dubash concluded.
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