The art of delivering efficient, contextual marketing to digitally savvy consumers

Experts take on how to woo consumers at the BW Marketing Whitebook Summit, 2018

e4m by Apeksha Mishra
Updated: Jul 30, 2018 8:53 AM

In today’s always available digital world, the buck stops with the consumer. The two-way communication process has certainly evolved the relationship between a consumer and a brand. With digitisation causing a huge overhaul and changing the way customers consume data, companies are trying to keep up with the pace of change by leveraging technology that in turn is helping them bring creative ideas to life each day. Today, each brand narrates a story that resonates with its audience.

Moderating the session on the same lines at BW Marketing Whitebook Summit, 2018 was Anita Nayyar, CEO India & South Asia, Havas Media and CEO, Havas Group - North India. While discussing the same topic with the panel of esteemed speakers Raj Rishi Singh, Director, Marketing, Pepsi, PepsiCo India said, “The key today is to spot and understand the trends before they actually become one. In such a scenario digital helps us to understand our customers real-time and deliver accordingly. But then, with large trends transforming into small moments it is also crucial to apprehend how to deliver micro-trends and build a long-term sustainable rapport with your client.”

Commenting on how digitisation has changed the world, Sukhleen Aneja, Marketing Director, South Asia, RB Hygiene Home, said, “Democratisation of content is the biggest result of digital coming forward. However, with technology penetrating deep into our systems, today everyone at home owns a personal device to have access to. The biggest challenge for a marketer is the reduced attention span of its audience. With several apps on our mobiles these days, information on any subject is readily available. Hence, with consumers having so many options to choose from, the trends keep changing and to keep pace with it becomes a real challenge for us.”

Advanced technology has today made it easier for companies to provide consumers with an end-to-end digital journey with many memories to cherish. Narrating how these facilities helped PepsiCo India grow, Singh said, “The main element of machine learning is one-to-one personalisation. This helps us understand our consumer and deliver better. For an impulse brand like us, it really helps us define our context to our consumers in a much more efficient manner.” Working closely with Google, Singh said that this time around, they provided Google with 100 creative ads on Pepsi instead of one, ensuring that they delivered the right contextual creative for each piece to their consumers through Google’s advertising tool Director Mix that creates custom video ads from one core creative, turning consumer’s attention into action.

On the other hand, defining the role of machine learning in today’s society, Aneja said that as marketers, any technology that has utility and brings in productivity has the chances of being adopted rapidly. Citing the example of chabots, she said, “If a learning can be replicated through machine learning, which in turn makes a task efficient, it will certainly own a value in the market.”

While technology and digital may walk hand in hand, for marketers to build a ‘market in the moment’ concept, innovation and creativity can’t be left far behind. Novelty indeed is the need of the hour. Discussing how companies invest in being creative, Singh said, “While being creative is the key to instilling brand love, technology is the medium to achieve it. To keep pace with the attention span of customers these days, technology without the right creative bent behind it is of no good.”

“Wooing customers needs creativity and while being creative needs imagination, technology acts as an enabler. The need to contextualise and conceptualise is where it makes a difference," added Aneja.

But then again while engaging with consumers, maintaining that thin line between personalising a customer’s experience and intruding into her privacy is of paramount importance. “If a consumer permits you must personalise but breach of privacy is absolutely unacceptable. Hence, in order to construct brand love, one must earn a user’s trust. For marketers like us, how to reach consumers and when to reach them with due respect to their privacy is what matters," said Aneja.

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