25 February 2021 03:56

MediAvataar's News Desk

MediAvataar's News Desk

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Thursday, 11 February 2021 00:00

COVID-19 Impact on Marketing

Covid-19 Accelerated Digital Marketing Spend for 8 out of 10 Indian Marketers

Criteo publishes results of impact of COVID-19 survey with Indian marketers

Among the core objectives, the No. 1 focus of companies is to bounce back from COVID-19 by customer retention and expanding into new offerings

Criteo, the global technology company powering the world’s marketers with trusted and impactful advertising, released its ‘COVID-19 Impact on Marketing’ report which surveyed senior marketers in India including CMOs and Heads of Digital Marketing. The report highlights the impact of COVID-19 on consumer buying behaviour and that it has led to more online sales and rapid digital transformation. The survey findings reveal the implications of Covid-19 for businesses, their priorities, challenges and digital marketing spend.

Criteo research found over half of the marketers saying that their digital marketing campaigns are going ahead as planned. Criteo surveyed 1,000 senior marketing executives globally, including 105 in India, to learn more about their plans for 2021.

According to the report, 43% of the marketers surveyed in India said that due to Covid-19 their business had seen a drop in revenue in 2020. However, 54% of marketers said that Covid-19 has led to more website sales/bookings, indicating that driving online sales and visits will be a big emphasis for businesses moving forward. Budget for social, content marketing, paid video and advertising on retail websites and apps is also likely to increase in 2021. 4 out of 10 marketers say Covid-19 has resulted in rapid digital transformation of business processes. Further 46% claimed they had seen increased efficiency and 45% confirmed increased customer loyalty.

Covid-19 has forced significant changes to sales, marketing, and operations. 8 out of 10 marketers in India say that the share of digital marketing spend at their company has increased due to Covid-19. In today’s environment, 65% of marketers believe that marketing function in companies has become more important due to increased digital marketing activities. Additionally, 69% believe marketing has become important to acquire new customers and 58% said to build and reinforce their brand values.

Speaking on the survey, Taranjeet Singh, Managing Director of South East Asia and India, Criteo, said, “Our Survey focuses on marketing as the remote control to the success ladder for any business, especially during Covid-19. Digital transformation will continue to be a focus in 2021, as companies realise that we may never go back to ‘business as normal.’ By staying on the top of new trends, analysing the market insights, and understanding the growing customer demands and changes in behaviour, marketers can develop a successful marketing campaign for moving ahead in the future. Agility in all facets of business, especially marketing, will be a key to success.”

He further added, “At this tipping point of transformation, we are committed to turning the company’s assets into the world’s leading Commerce Media Platform, for brands, agencies and retailers to optimize their sales and digital advertising returns.”

In terms of digital marketing spend and re-allocation budgets, nearly all marketers in India have made changes to their strategy due to the pandemic. According to the survey it can be observed that Covid-19 resulted in more marketing spend across digital channels which will continue in the years ahead. 58% of marketers in India say their digital campaigns are too dependent on walled gardens. Digital marketing budgets have increased, but brand safety, and high dependency on Facebook, Google, and Amazon are big concerns (50%). Nearly half of the marketers in India say that their marketing budget commitments and new product/service launches are going ahead as planned. Events and outdoor marketing campaigns have been more negatively impacted.

As a way forward, the survey highlights 51% of marketers say their budget for advertising on publisher websites and apps is likely to increase in 2021. Here, customer retention and expanding into new offerings are top objectives moving forward. Marketers in India confirm that digitalisation of business operations is their top priority (70%).

Salman Khan, Shraddha Kapoor, Rajkummar Rao, Bobby Deol, Suresh Raina, Karan Wahi, Shaan, Mika Singh, Sajid Khan, Kailash Kher, Javed Ali and Waluscha De Sousa graced the green carpet by their grooving presence at the ZEE Indian Pro Music League Opening Ceremony

Beaming with India’s most celebrated artists, witness the starlit grand premiere of India’s first-ever Pro Music League on ZEE5

ZEE5 Global, the largest OTT platform for South Asian content, announced the launch of its first-ever music league, with Zee TV’s Indian Pro Music League. With musical teams pitted against each other in a sports championship league format, this new reality show is set to stream on the platform from 26th February. The star studded green carpet at the grand launch of the revolutionary reality show was graced by the presence of some of the most celebrated Bollywood stars like Salman Khan, Shraddha Kapoor, Rajkumar Rao , Mika Singh, and more.

The show will follow a never-seen-before format, with six teams supported by 6 Bollywood Biggies namely, Shraddha Kapoor, Govinda, Rajkummar Rao, Riteish Deshmukh & Genelia, Bobby Deol and cricketer Suresh Raina battling for the mega trophy. Teams representing different regions of India would be each led by star singers like Asees Kaur, Mika, Shaan, Neha Bhasin, Shilpa Rao, Sajid Ali, Bhumi Trivedi, Kailash Kher, Javed Ali, Payel Dev and Ankit Tiwari. Divided in groups of four, each team would be completed by one rising reality star and a new voice. Hosted by Karan Wahi and Waluscha De Sousa the Fathom Pictures produced star clad reality show would feature Salman Khan as the IPML Brand Ambassador.

Witness the grand premiere of Indian Pro Music League on ZEE5 on 26th February 2021 and to follow the revolutionary reality show every Saturday and Sunday.

Launched on Teddy Day -10th February, the campaign presents a unique digital talking teddy named Labhlitis Messiah who will provide viewers a platform to express their feelings and convey their love to their special someone

The month of February is the season of love. After the wistful winters, the month brings a feeling of freshness with the celebration of life, and togetherness. And in the pursuit, there are people who wear their hearts on their sleeves and then there are the ones’ who are too shy to speak. As we enter into the Valentine’s week, ZEE Biskope gears up to treat its viewers with the emotion of love through yet another novel engagement drive. Blending technology with romance, ZEE Biskope brings Labhlitis Messiah –a one-of-its-kind digital talking teddy who enables viewers to express their feelings to their loved ones. The initiative will not be just limited to 14 Feb but will play cupid for thousands of viewers starting Teddy Day – 10 February and extending beyond V-Day till 20 February.

Labhlitis Messiah– the category first talking teddy is the saviour of love. Whether you want to express your feeling to your crush or are apprehensive about in-person rejection, Labhlitis Messiah is there to help. Viewers need to just log on to the microsite www.labhlitismessiah.com, record an audio message and send it to their loved ones either identified or anonymously. Labhlitis Messiah will deliver it to their special someone in its unique Bhojpuriya way. That’s not the end. In case they are facing any issues in their love life and need a sound advise, ZEE Biskope brings Love Guru – a popular Bhojpuri celebrity to their rescue. Be it persuading the partner or boosting confidence in love, viewers need to send in their concerns to Love Guru through Labhlitis Messiah. Love Guru will share tips on some of the most heart-wrenching issues in love life on ZEE Biskope channel & social platforms throughout the day on 20 February. Love Guru will also read out some of the most romantic messages shared by viewers. Entertainment gets elevated further on that day as the brand plans a romantic movie line up that will inspire viewers further in their journey of love.

On the campaign, Prathyusha Agarwal, Chief Consumer Officer at Zee Entertainment Enterprises Limited said, “At ZEEL, we take pride in innovation based on solid consumer insights. ZEE Biskope’s marketing journey so far, has been pioneering in the Bhojpuri market through its always on viewer engagement drives. Labhlitis Messiah is yet another initiative where we use the technology bridge to get closer to its consumers, becoming a part of their life. The closer we get to the viewers, the better we understand them and hence the better we cater to their content preferences.”

Talking about the new initiative, Samrat Ghosh, Cluster Head East, ZEE Entertainment Enterprises Ltd said, “ZEE Biskope is a movie+ brand and the first channel in the category which extends movie experience beyond mere viewership to up close and facilitates personal involvement of viewers with the brand. Through novel engagements like Labhlitis Messiah, ZEE Biskope lives up to its promise of remaining fresh, consumer-focused and a differentiator.”

Sharing his thoughts about the same, Amarpreet Singh Saini, Business Head, ZEE Biskope and Big Ganga said, “Valentine’s Day, though a western concept, is as much a popular occasion in the Bhojpuri region as it is in the rest of the country, especially among the youth. Labhlitis Messiah is a tech-innovation curated in an authentic, consumer led space with novelty at its core. It caters primarily to the young audience and projects the brand as one that facilitates and celebrates their emotions just as a friend would do.”

One of the largest and most awarded private radio networks in India, 93.5 RED FM and Artery India, art research and advisory firm, today announced a new art podcast, ‘Art of the Matter’.

This is first time ever an Indian FM radio network and the world of art are coming together to talk about Indian art. Arvind Vijaymohan, founder and CEO, Artery India, will host the podcast.

Art of the Matter podcast aims to make the art world more accessible, offering a genuine insider’s peek into this fascinating universe of art. The podcast will leave the listener with a clear perspective about the various facets of art, therefore, making them capable of navigating the art world with independence and confidence.

Speaking on the announcement, Nisha Narayanan, Director & COO, RED FM and Magic FM said, “The world of art is often seen inaccessible to the masses. Understanding art is not as difficult as it seems. While so much is written and talked about art, very little find a place in the mainstream. Whether you are an artist who decided to turn your passion for art into action or a veteran who wants to explore a new medium, we have got you covered. Happy to announce our new Art podcast, ‘Art of the Matter’ with Arvind Vijaymohan. Art of the Matter is an audio resource that will aid the understanding of the culture and art of India.”

Talking about the podcast, Arvind Vijaymohan, Founder and CEO, Artery India, said, “The world of art is fascinating, but to many, it remains an unexplored frontier since it can seem daunting, intimidating even. Art of the Matter is a show through which we aim to introduce the listener to the nuances of this domain, making this universe a little more accessible, and certainly easier to navigate.”

Each episode will present a conversation with an industry heavyweight, along with responses to questions from listeners and a slice of what’s trending within the art world. Log on to RED FM India App to listen to this podcast.

· MX Player becomes the first homegrown platform to introduce interactive narratives as a product innovation

· Redefining traditional storytelling with this product innovation, MX Player’s branded content initiative for AXE, in collaboration with Mindshare promises high user engagement

· Starring Yashaswini Dayama and Prit Kamani, the film will allow viewers to decide the course of the story and goes live on the platform on 12th February

Reinventing branded content initiatives and bringing viewers skillfully-crafted content, entertainment super app MX Player, has dropped the trailer of its interactive short film – AXE Presents ‘The Right Click’. With this product innovation, it becomes the only homegrown OTT platform to introduce viewers to interactive narratives that enables them to decide on the course of the story. In collaboration with AXE and Mindshare, MX Player is raising the bar of storytelling with this interactive short film that promises the brand a high user engagement and an exciting opportunity to engage with its large and diverse user base.

‘The Right Click’ is a tale of two college going students, set against the backdrop of the new normal in 2020 with online lectures and a budding digital college romance. Starring Yashaswini Dayama & Prit Kamani as Dia & Ajay, it allows viewers to decide the progression of the film by giving them a series of incidents and options from a young college boy’s daily life and his journey of getting to know his crush. From when Ajay wakes up, to his thoughts and to his date plans, every few minutes, the film gives viewers two options to choose from. If the user does not select any of the options - the default, pre decided options will be highlighted and selected, taking the story forward. This product feature also guides viewers back to the story, giving them a chance of a do-over.

Speaking about this foray into a new era of story-telling, Vivek Jain, COO - MX Player says, “At MX, we strive to drive innovation across verticals, and we are very excited about the launch of this interactive short film. We have always wanted to experiment and try out new formats of storytelling that makes for compelling content and keeps the user engaged. I am delighted to have partnered with AXE for The Right Click wherein we’re putting the viewer in control of the plot with a series of choices.”.

He further went on to add, “From a product standpoint, this is a premium marketing tool that can deliver high user engagement and enable brands partnering with us to tell their stories better. This innovation is only the first of many and we will continue to curate impactful digital experiences for all our stakeholders.”

Elaborating on the same, Shailendra Singh, General Manager Deodorants Category, HUL-India said, "AXE has always stood for sparking possibilities for young guys in the game of attraction. The rules of this game have changed drastically during COVID and it made complete sense for AXE to be part of that tale. “The Right Click” is the perfect platform for AXE to play out its proposition of the transformative power of its fragrances – Especially given the rise of OTT & snackable content. The technology that the MX Player team brought on the table weaved in the brand promise effortlessly and was the icing on the cake.”

Ajay Mehta, Sr. Vice President Content+, Mindshare India concluded saying, “A brand like AXE has always created very youth oriented and witty content across formats. This time we have gone a step further and collaborated with MX Player to create yet another interesting story-telling format which will immerse our audiences in an innovative manner. We wanted to give the power back in the hands of our audiences and create a unique story-telling approach. Here they have an option to choose their story-line as the film unfolds making it truly interactive giving a richer experience to the viewer.‘The Right Click’ with its platform, interactivity and mainly the story hits the bulls eye for AXE. This format is an exciting first for us too. Stay tuned.”

AXE presents The Right Click will release on 12th February, exclusively on MX Player.

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