Push To Action

On what delivers audiences and results …

Marketing has many routes that deliver outcomes for brand builders. Among these, content has delivered exceptional results everywhere. The right kind of content can make a significant difference. We also speak of the growing creator economy today and influencer marketing. There are broadly two aspects to this.

First, this is for an industry where influencers have just gained eyeballs. But I feel there are other channels as well that you can spend money on and get better results. For example, film marketing. It will not only bring eyeballs but also drive action. It has been a boon in the cluttered marketing environment we are in.

Second, influencer marketing is for companies that are unable to create content for several reasons. It could be a resource crunch or just the lack of capability to do so. They can use influencer marketing to create content which they could otherwise not do. 

Overall, social media has been a great enabler for many brands. I see it growing over the years as the metaverse comes into play. 

On challenges that the industry continues to tackle…

Stringing the data that comes out through different campaigns continues to be a very big challenge even now. Attribution is a complexity. The purchase funnel or the customer’s journey to the buying process has many layers to it. You never know where the data or the lead is coming from. Some of these, in fact, have been concerns facing the industry for some time now.

On exerting caution in some forms of marketing…

In today’s world, one of the biggest factors that one must take care of is to not hurt sentiments. It could be a community or people. At the end of the day, brands are here to build businesses and not create controversies unless that is the route the brand wishes to take. The likes of memes and other marketing forms that use humour are great tools because younger audiences consume these but one should remain mindful while deploying them.