IPRCCC 2019: Creative output needs to keep pace with changing times, say experts

A panel discussion saw industry experts share insights on how digital analytics and social insights influence the strategy of any PR and Marketing campaign

e4m by exchange4media Staff
Updated: Dec 21, 2019 9:36 AM
IPRCCC

Needless to say that today we are producing more data than ever before. Analytics is the software used to turn this data deluge into valuable insights – insights that are being put to use by a broad spectrum of industries all over the world. Over the last decade or so, marketing has been revolutionised by data analytics, allowing brands to deliver more targeted messaging and measure their return on investment.

Bearing the relevance of this in mind, a panel comprising the likes of Akash Banerjee, Founder & Host, The DeshBhakt, Shruti Khanna, Deputy Manager - Retail & Digital Marketing, Ford, Suryasen Kundu, Digital Strategy and Planning lead, MSL and Rachana Chowdhary - Founder Director, MediaValueWorks, discussed how digital analytics and social insights influence the strategy of any PR and Marketing campaign. 

They deliberated on how social and digital approach sets the real impact on brands and its audience. Banerjee noted the dearth of great digital drive and the need for better execution for brands today. “On digital, all you need is great execution and you can get 10x returns,” he remarked. 

Meanwhile, Khanna pointed out: “Be it Facebook or going online, everyone is spending a considerable amount of time on digital. What’s important to understand is how important the impact of digital is on our lives.” 

 She further emphasised on the legacy mindset of brands when it comes to under-utilising digital and not being experimental. 

 “Print and television exists as much as digital. As brands, we are not willing to completely go digital, even though most of the population is consuming media and ads online. As a brand, I want to budget and define what I want to spend on digital, on TV. You will spend more on a medium where you know your consumer is. Your consumer is on digital today. But are you spending the majority of your budget there? Traditionally, you are aligned to wanting to do print and TV because you know unless you do that, they will not recognise you,” observed Khanna.

Kundu was of the opinion that brands need to plan for channel specific outcomes. “Creativity is absolutely essential and which channel you use to reach out the audience is also crucial,” he said. He further gave the example of how BYJU’S has leveraged the digital medium in a stellar way. 

 Chowdhary shed light on the importance of digital for B2B. Highlighting the various attributes of digital, she said: “Analytics in digital drives the campaign which is not that intensive when it comes to traditional media. When you want to reach a particular profile of people, digital allows micro-targeting that other mediums don’t.” She also noted that brands can really go deep and advance their content on digital because they know the audience size that they are targeting and the target group actually understands what brands are communicating to them.

 “With digital there are multiple ways to express and there are no limitations on word limit or placement which you might not be able to achieve in 10-20 second spots,” she said. 

Sharing a campaign that Ford ran on digital, Khanna asserted, “We had this problem with Ford about people’s notion that it is not a trustworthy brand because it is expensive. So we picked that up and built a campaign called Ford Familywali feeling. This resonated well with people on the digital medium. We had customers sharing bills and putting out their feedback, thereby breaking the stereotype.”

 Panelists noted that digital is not a straight replication across channels. They established that specific strategies and outcomes need to be mapped and creative output needs to keep pace with the changing times.

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