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Content affects consumers depending on the mindset they are in: Zirca Digital

10-September-2018
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Content affects consumers depending on the mindset they are in: Zirca Digital

The market is getting increasingly cluttered and there is an overload of brand content today. This relentless stream of content is making it harder for brands to cut through the noise and stand out. With so many distractions surrounding consumers, how can a marketer earn their attention?

The question was answered by Zirca Digital’s Managing Director Karan Kumar Gupta and Strategy Head Sidharth Gowda as the two took to the stage to speak on 'linking content with mindset' during Content Jam, the annual content marketing conference hosted by exchange4media, in Mumbai on Friday.

Gupta started the session saying, “Content is the king. It is the buzzword today. And brands have taken that into consideration.”

“Brands understand that it is much easier for them to have a communication with people rather than just pushing ads on their faces and have them accept it,” he said.

But content needs to be looked at from the point of view of the consumer’s mindset, said Gupta.

“Content affects consumers depending on the mindset they are in, their personality type and the way they consume the different type of content available in the market.”

Gowda echoed Gupta’s thought. “We often talk about targeting the right consumer, with the right message and at the right place. But if you really want to target the audience, it is interesting to target them according to their mindset-- as per the stage of life they are in and what’s on the top of their mind at any given point of time.” said Gowda. For example, the mindset of a 33-year-old first-time father will be different from a 33-yaer-old single traveller. So targeting them the same way just on the basis of their age may not really help, explained Gowda.

Gowda went on to say that marketers often talk about creating content that is inspiring, but the important question is: What makes a content inspiring? He answered, saying content could be made inspiring and interesting by using great stories of human connect or by using technology to make simple content interesting. Or it could be both - technology enabling great stories of human connect.

Gowda believes that content cannot be defined clearly. “Content lives in a grey area. We all create content. It covers everything—from advertising to e-mailers to video content. And so it is ok to not be able to define content clearly.”

Going further, he said marketers also need to question who their real competitors are. “We often think that we are operating in a category. But the fact is that brands of different categories are targeting the same person,” he added.

For example, a well earning single millennial living alone in a city will be at any given time targeted by not just different brands in a category but by brands operating in different categories as well. There could be a car company, a shoe company or a restaurant - all vying for his attention at the same time.

“In such a scenario, what are the chances of your brand’s content standing out in the whole noise that is happening around this consumer? What are chances of your content standing out in the culture and making an impact on the life of the consumer? So the real question to ask is: who is our cultural competitor as opposed to our immediate competitor? Because the consumer is not buying your product in silos,” he said.

Finally, concluding the session, Gowda explained how some brands also target consumers on the basis of their personality type.

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