Build brands with tailored content

As marketers we need to understand the persistent need to go beyond the usual marketing tactics and employ newer media and arena's to engage the consumers of a brand. Being in the age of multitasking, consumers are accessing content on various kinds of media at the same time. Today's consumers are multiscreen consumers who require multiple touch points of media to reach them. More and more brands are taking multiple platforms to offer relevant and interesting content to attract consumers. While using multiple platforms, another important thing to keep in mind is to steer clear of annoying consumers by presenting messages that are irrelevant to that media/category or intruding upon them everywhere. Also to be successful it is mandatory that content should not be identical across media, but tailored to suit each media platform.

Using video advertising on multiple platforms has emerged as a highly effective and successful approach in recent times. The main advantage in this approach is that it is rich and highly-engaging experiences. Online video advertising has emerged as having an extra edge over other forms of video advertising with its interactive and target specific feature.

In recent times the growth of information technology has transformed market research, with a growing number of analysts learning about consumer preferences and buying habits by mining massive sets of quantitative data and employing complex algorithms to uncover patterns and co-relations that enable more effective marketing.

Today, most consumer groups can be targeted effectively online. It is important to design a social media marketing plan and include it in your overall brand strategy today. The digital medium is a highly interactive platform for individuals and businesses to build associations and communities. It provides for an apt platform for consumers to interact directly and make the brand more personal to the consumer. More and more companies are going to use digital media and social media networks to reach consumers in an engaging way. Engagement and not just awareness is going to be the mantra. More and more new social network platforms like Instagram, Snapchat, WhatsApp will be used by marketers in their digital marketing plans.

Across the globe businesses are going to levrage internet of things to connect people and devices for harness data to add more value to their busineses.

Pravin Kulkarni
GM, Marketing, Parle Products