There's been a massive shift in content consumption and recent research shows that 91% of internet consumers favor interactive and visual content over text and static content.
Three takeaways worth carrying forward.
- 01
Hosted jointly by HT Brand Studio and DMA Asia, Brand Studio Live brings together the country's top CXOs to talk about the hottest topics in marketing.
- 02
India, for example, another study reveals, has internet citizens who watch online video content for an average of 8 hours, 28 minutes every week.
- 03
Let's start today by hearing it from Rajiv Bansal, who is the CEO of HD Digital.
Connected to the DMAasia operating frame.
Proof
This episode connects privacy-first marketing to credible evidence, leadership archives and field-tested marketing practice.
Access
This episode connects privacy-first marketing to routes into communities, councils, juries and senior conversations.
Ascent
This episode connects privacy-first marketing to learning, recognition and the next generation of marketing leadership.
AdChoices / DAA
This episode connects privacy-first marketing to privacy-first marketing, consumer trust and responsible data use.
Unfinished Business
This episode connects privacy-first marketing to open industry problems that still need senior participation.
Durable lessons from the record.
- Start with the consumer problem, not the channel.
- Treat digital transformation as a behaviour change, not a software purchase.
- Measure effectiveness without losing the brand story.
If privacy-first marketing is now table stakes, what will make the brand genuinely harder to ignore?
Take it into Unfinished Business →READABLE TRANSCRIPT16,876 words
Music Music Music Music Music Music Music Music Music Music Ladies and gentlemen, good evening and welcome to episode 5 of Brand Studio Live. I'm Rameet Arora and I have a brand new set of Brand Masters with me in the newsroom today. Hosted jointly by HT Brand Studio and DMA Asia, Brand Studio Live brings together the country's top CXOs to talk about the hottest topics in marketing. In the process, we not only learn from the best, but we are also inspired by them. Without further delay, let's get started with today's episode. Music Music Music Music
Long gone are the days when our smartphones would be used to make calls or send text messages. Today the chances are if you see a person peering down on his mobile phone, she's probably watching a video. It could be on social media, it could be on a news website, on WhatsApp. There's been a massive shift in content consumption and recent research shows that 91% of internet consumers favor interactive and visual content over text and static content. And that's telling.
No wonder then that the number of global internet video users is expected to stand at 1.9 billion in 2021. Video is taking over the digital world regardless of where it's being posted. The question is, are we ready for that new world? India, for example, another study reveals, has internet citizens who watch online video content for an average of 8 hours, 28 minutes every week. But that's not important. What's important is that that's more than the time that they spend watching TV.
With people spending so much more time watching videos online, especially on their smartphones, can brands take advantage? Can they connect better with customers? Do videos indeed allow brands to come to life and create lasting impressions in the mind of consumers, the way we always thought television did? Also, does this new advent of video actually appeal to emotions? And especially, you know, emotions of people on the go and often close to the moment of truth. Let's start today by hearing it from Rajiv Bansal, who is the CEO of HD Digital.
Rajiv, video is taking over the world as news publishers, as people who trade and trust. What is your view on video on the mobile phone? Rajiv Bansal, who is the CEO of HD Digital. Rajiv Bansal, who is the CEO of HD Digital. Rajiv Bansal, who is the CEO of HD Digital. Rajiv Bansal, who is the CEO of HD Digital. Rajiv Bansal, who is the CEO of HD Digital. Rajiv Bansal, who is the CEO of HD Digital. Rajiv Bansal, who is the CEO of HD Digital. Rajiv Bansal, who is the CEO of HD Digital. Rajiv Bansal, who is the CEO of HD Digital.
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So I think that that is the power that we have today as marketeers. So in the spirit of trend spotting, clearly one thing that's going to happen is that the screens are going to converge and the internet is going to make sure that that big screen and the small screen all become sort of connected and one. But other than that, what is the future of video from where you stand? I think the trends tell a story. There is no crystal ball that we can gaze at but I think we can just make guesstimates.
If you're talking about the future which is 2019, it's 30 days from now, I think we can be fairly sure of what we're looking at. I hope. So 2019, 2020 with a fair degree of certainty that yes, this trend will continue and we'll see minor shifts. Is TV going away? No, it's not. It's still double the size of digital and still growing between 7 and 10%. So, you know, sustaining and growing. However, if the future is 2025, 2030, then the story could be completely different.
We've seen huge disruptive forces at play in category after category, industry after industry, completely changing the shape of things, the way people consume content or anything else. And that can have huge impact not just on content producers but on distributors, on hardware, on software, on the entire value chain. And who knows what it might mean a few years from now. It doesn't even need to be too far ahead. Yeah, and people are probably going to transact online as well. So, the chain is going to be complete. Transact, artificial intelligence.
You merge artificial intelligence with the power of video and you're looking at a future which I'm not even sure we can fathom all of it sitting on this chair today. But I'm sure it's certainly going to be an interesting time to look out for. Wonderful. Is there any other questions? You talk about digital marketing being very heavily ROI driven. Can video be an entry point to your customer journey? Is there anything that you guys have, that Abhiba has done? Okay, fabulous. Just before we started we were talking about a case study which we worked with HD.
So, in life insurance one of the key concerns is financial literacy of the nation because people are not very comfortable taking financial decisions, still don't understand jargon. Part of it is because we've also created a very complex environment and therefore people steer away from it. The other issue that we've created, again it's an industry issue, is that we kind of are guilty of not insuring women enough. Because insurance is dependent upon the financial value.
And so we usually ask for income document proof and say, okay this is the kind of insurance that you can take from us. Or the value of protection that I would give you. Talk about housewives. There is no salary or income document to show. And we realized that, does that mean that the value of that woman is lesser? And that's the premise we came to HD with and we actually worked on a whole series of videos. Which essentially brought out the value of a woman.
And why she needs insurance because the value she brings to her family is so much more than we fathom. And especially coming from the industry who's probably not been fair. And I'm happy to share when you talked about ROIs. We ran season one, which was essentially about just awareness and getting women to open up. And really men looking at saying, oh really? I didn't know she did all of that. And oh my god, there's so much that she does that I'm not even aware of. Which is really bringing out her worth.
And so there's another series of episodes where we talked about this woman really finding her comfort in her skin and an identity to say, it's not so difficult to take financial decisions. I know what I'm doing. I'm confident. I can take my call. And I can, you know, plan for myself. It's very early days. But what we're doing is constantly measuring that against the number of, the gender ratios on which we are insuring people. And we're starting to see a shift.
And if that kind of, you know, result can actually come through just video awareness, I think that would be good ROI. So that's not just a great example of brand building. It's a great example of content economics. Absolutely. Thank you so much. That was lovely. Pleasure. Thanks. My next guest is Tarun Garg, Executive Director of Marketing and Logistics at Maruti Suzuki India. Tarun joined Maruti Suzuki as a management trainee in 1994 and has since gone on to lead diverse projects in the company.
Some of these include Arena and True Value besides successful model launches such as Swift, Desire, Brezza, Ertega, S-Cross and the Siaz. Tarun, it's great to have you here. The one thing I can certainly say about the new millennial internet user is they're smarter than their predecessors. And in many ways more discerning and they are more capable of deciding what they want to see and how much of what they want to believe.
In the light of that, how does video impact brand journey on the internet which is, I'm assuming, part of the brand journey when it comes to buying cars or in the auto sector. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun. Tarun.
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