MediAvataar's News Desk
New research by WARC in partnership with Spotify Advertising finds B2B is coming of age as marketers find new opportunities
"Changing Channels in B2B" study finds work from home culture has amplified the voice of a new generation of B2B influencers in the tech and telco sectors
February 3, 2021 - Today, WARC, the global authority on marketing effectiveness, in association with the advertising arm of Spotify, the world's most popular audio streaming subscription service, released an analysis of B2B marketing within the technology and telecommunications sectors. The report looks at themes that B2B marketers in these industries are focusing on, and how they are planning to develop their marketing strategies into 2021.
The study is based on interviews with chief marketing officers from leading businesses in tech and telco, in addition to a survey of more than 330 B2B marketers within these industries based in 10 markets across the world. The data from this research, conducted in November 2020, were combined with WARC's global data, industry knowledge, examples and expert contributors.
David Tiltman, VP Content, WARC, says: "The shifts highlighted in this report makes the year ahead a real opportunity for B2B marketers - in tech, telco and beyond. Consumer habits have been disrupted. Communications are being rethought. There are new opportunities to reach end-users. It is ultimately a time when quick-thinking marketers can gain advantage."
Jorrit DeVries, Global Category Development Officer, Tech & Telco Vertical, Spotify, says: "Together with WARC, we've created a key piece of research for Spotify and other ad industry players to better understand what matters most to B2B marketers as their business needs shift and the complexity of the marketplace evolves. We'll be using the findings to help these marketers understand how digital audio can be leveraged to deliver impact and creativity."
The key themes outlined in "Changing channels in B2B" a report by WARC, in association with Spotify Advertising are:
1. The reshaping of B2B: Drivers of change
B2B marketing is undergoing a transformation. Having lagged behind B2C marketing in terms of multichannel strategy evolution, leaders in the industry have started to drive growth for their businesses by innovating and experimenting with their media choices, indeed 66% of respondents plan to increase their digital audio budgets in 2021.
COVID-19 has accelerated this digital disruption, depriving marketers of live events and in-person meetings and fuelling changes in decision-maker behaviour that had begun long before the virus took hold. This is a time of learning and discovery for B2B marketers, as they seek out new, progressive ways of reaching their customers across both live and virtual touchpoints.
2. B2B audiences are changing
With so many people setting up offices at home, the worlds of tech and telco have become consumerised like never before. Add to this the accession of millennials to senior roles within organisations, and you have a workplace where decisions are being made differently, forcing marketers to find new ways to adapt to these changing audiences.
83% of respondents agree that employees have a strong voice on tech and telco services, providers, or partnerships.
3. B2B marketers are exploring new ways to drive reach through channel planning
The dominance of digital marketing and the need to reach a more diverse audience have triggered a new approach to channel planning from B2B marketers. It is a time of experimentation and there is still a lot to learn, but the strategy has moved towards achieving a broader multimedia mix, introducing newer channels like audio and streaming.
50% of B2B marketers are experimenting with channels they have never tried before as they seek to drive reach.
4. The rise of creativity and brand-building in B2B
New challenges in engaging B2B audiences have inspired marketers to put more emphasis on building their brands, in order to provide a secure base from which their content can work harder and more effectively. More than 80% of respondents agree that they need to be more focused on building strong brands.
Creativity is flourishing in tech and telco B2B marketing, as businesses place a new significance on storytelling and finding relevant partners to deliver those stories in compelling ways. 51% of respondents are actively trying to find new ways to tell their brand story.
Havas Group India, announced that it is further strengthening its operation in India with a strategic joint-venture with Conran Design Group; a Havas agency with over six decades’ experience in building iconic brands.
As part of the joint-venture, Conran Design Group opens its third global office in Mumbai to add to successful businesses in London and New York. Conran Design Group Mumbai, with a dedicated team of 15 specialists, supported by Conran Design Group teams globally, will be a huge asset to Havas Group India as it works to deliver a more meaningful difference to its clients.
Headquartered in London, Conran Design Group is founded by renowned designer Sir Terence Conran 65 years ago. It is a design-led branding agency on a mission to help clients realise the value of meaningful design. Some of its clients include Danone, Shell, Rolls-Royce, Coca-Cola European Partners, Associated British Foods and Sottini among others.
The Indian team will be led by Geet Nazir, Managing Partner, Conran Design Group Mumbai, who comes with 18 years’ experience in New York and Mumbai. Most recently, Geet was with Tata Group’s Indian Hotels Company Limited (previously The Taj Group of Hotels), where she was driving strategic branding and brand marketing initiatives for its vast portfolio.
This joint venture will allow Havas’ clients to tap into Conran’s expertise in brand strategy, visual identity, branded environment, and packaging - a global design perspective with strong local relevance, while also providing Conran Design Group’s clients further access to Havas’ global network.
Conran Design Group is also creating a design innovation unit in Mumbai to research, pilot, and test new design ideas and to partner with local design institutions and colleges to nurture design talent - helping to support the development of the next generation of design influencers.
Rana Barua, Group CEO, Havas Group India said “We are very excited to join forces with Conran Design Group (CDG). This joint venture complements our aggressive growth strategy and our mission to create meaningful work for clients. CDG’s competitive advantage of building brand strategy with deep consumer insights will add an enviable strength to Havas Group's portfolio. I am delighted to welcome Thom and the team to the Havas Group Family.”
Thom Newton, CEO, Conran Design Group “I’m very excited about this partnership. India has vibrant creativity at its heart and rich design heritage. The forward-looking Indian consumer demands that global brands re-imagine their experiences and build a relevant local connection. This creates the perfect opportunity to test the impact that design-driven brand experiences can have to inspire, engage, and build long-term brand loyalty. We are confident that this joint-venture with Havas Group will help us become an even stronger identity and we look forward to a meaningful journey ahead, together.”
Redmi India, a sub-brand of Mi India, country's number one smartphone and smart TV brand, today announced Sonu Sood, popular actor and a real-life hero as the brand ambassador for Redmi 9 Power. This partnership will further the brand’s existing campaign – ‘More Power to you’.
Redmi’s brand ethos is democratizing innovation and ensuring technology is available for everyone. In 2020, actor Sonu Sood won hearts for his exemplary work in supporting migrant workers and those in need. He has been a strong figure in enabling those in distress such that they could have the opportunity to a better life. His personality and initiative fall perfectly in line with Redmi’s philosophy.
In the COVID stricken society we see today, smartphones have become an essential commodity, be it for education or for communication. The brand first partnered with Sonu Sood as part of its continued efforts to empower thousands of students by donating Redmi smartphones under the #ShikshaHarHaath initiative. Redmi and Sonu Sood have shared a mutual desire to uplift people’s lives; Redmi through technology and Sonu through his humanitarian efforts.
Commenting on the association, Muralikrishnan B, COO, Mi India said, “We are thrilled to partner with Sonu Sood to endorse one of our best selling smartphones. We have always focused on ensuring the best specs, highest quality and honest pricing. Sonu’s ability to strike a chord with the masses and his drive to do good will help cement Redmi’s ambition of enabling everyone through technology. We are sure that this partnership will enable more and more people through Sonu’s pan India presence and Redmi’s technology prowess.”
Commenting on the association Sonu Sood said, “Both Redmi and I share the same vision of a better future and ‘education for all’. Through ShikshaHarHaath, Redmi is not only providing access to students but also empowering them to scale newer heights. I am happy to represent a brand such as Redmi that is striving to give back to the nation in a manner that truly enables a society in need. As someone who wants to experience the best of everything, I am happy to be the face of Redmi 9 Power. Redmi’s vision of ‘More Power to You’ perfectly fits with my work and contributions and I am confident that together we will be able to make a difference.”
Shemaroo TV, the Hindi General Entertainment Channel (GEC) from the house of Shemaroo Entertainment today, confirmed Ronit Roy as the face of their new original show, ‘Jurm aur Jazbaat’.
This exciting news was unveiled through a breath-taking official promo of the show that is sure to make your heart pound. After watching Ronit Roy’s brilliant performances in number of shows on television and films, fans are in for a treat with Shemaroo TV’s – Jurm aur Jazbaat.
The spine-chilling promo reveals the name of the show ‘Jurm aur Jazbaat’ along with Ronit Roy as the face of the show where he takes the viewers through extraordinary stories that will keep the audiences at the edge of their seats.
The official promo of the new Shemaroo TV Original can be viewed here:
Shemaroo TV is the flagship Hindi GEC from the house of Shemaroo Entertainment catering to the free-to-air segment. The channel offers complete family entertainment with shows that are specially curated, keeping in mind the taste and preferences of the audiences, ensuring the daily dose of entertainment is delivered to them at the comfort of their homes.
Eros Now, the over-the-top (OTT) South Asian entertainment platform owned by Eros STX Global Corporation (NYSE: ESGC), a Global Entertainment Company, today announced multiple marketing partnerships with leading consumer brands in the Middle East to enhance audiences' online video streaming experience.
The new partnerships include: Emirates NBD and National Bank of Fujairah; Fazaa, a social initiative that aims to develop social interdependence and maintain effective bonds of solidarity within the UAE community; 6thStreet, a retailer of High Street fashion brands for women, men and kids; and Emax, one of the largest electronics retailers in the UAE. Customers of these brands will be entitled to limited time discounts on annual Eros Now subscriptions. These collaborations are designed to reward a growing number of customers with preferential rates that will help encourage Eros Now engagement and loyalty, and deepen Eros Now’s presence in the region.
The online subscription video market is proliferating in the Middle East and North Africa (MENA) with a majority of the demand coming from UAE and Saudi Arabia, which together account for 49% of the total subscriptions in MENA. By 2023, the online video subscription market is expected to reach almost five million consumers and annual revenue of over $400 million, according to a recent IHS Market report. Eros Now is home to some of the most entertaining Indian movies and especially Bollywood films that have a large and loyal fan base in the Middle East, as well as popular original programmes, short-format content (including Quickies) and music. The Eros Now platform has been present in the Middle East for several years and enjoys a strong and growing audience base in the region.
Commenting on these new partnerships in the Middle East, Ali Hussein, CEO, Eros Now said, "The global market for Indian entertainment enables Eros Now to intensify its connections across geographies, and the Middle East is a key territory. Our strong position in the market has helped in collaborating with all these leading brands to offer an exciting discount to potential customers. We expect these partnerships to attract a massive audience base for Eros Now, which presents the best of Indian entertainment across genres and formats."
Mr. Narayan Agarwal, Chief Financial Officer, Emax said, “We are extremely excited to collaborate with Eros Now. We believe in offering our customers the best price and great customer service, and providing smart offerings which complement their need. Eros Now is the perfect offering as it caters to the audiences rising demand for online content. Eros Now is a growing online streaming platform with Bollywood’s biggest movies and it has some of the best OTT content available to watch."
Mr. Dharmin Ved, Chief Executive Officer, 6thStreet.com added, “Premium brands need to work towards creating unique experiences for their customers. Eros Now already has a massive content library that excites the interest of many online video streaming enthusiasts. This collaboration is another step towards us striving to deliver added benefits to our customer and thinking outside the box.”