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2014 Social Media Trends From Indian Brand Managers
1. 2014 Social Media Trends
From Indian Brand Managers
Lighthouse Insights
2. Tadato Kimura
Head Marketing
• Rich Experiences On The Move
• Increasing Dominance Of Content
Marketing As A Strategy
Sony India
3. Rich Experiences On The Move
India has an estimated 130 million mobile internet users and the figure is
expected to double by 2015. This, coupled with a competitive and growing
telecom industry makes the case for cheaper high speed data. While many
products and services in the industry have accepted the „mobile first, digital
second‟ paradigm, 2014 will begin to see the adoption of this principle.
4. Increasing Dominance Of
Content Marketing As A Strategy
For marketers, there is clear impetus to move beyond the traditional screen
and to think of video as the component of a story but not the story itself.
The next generation of storytellers will not necessarily have to be film
makers and specialists – but our consumers themselves. It excites me to
think about the highly contextual localized content and collaborative
models that will spark creativity in the coming year.
5. Sangeeta Sharma
Manager Marketing Communications
• Social Media No More About Likes
• Social Media Operates As An
“Experience Economy”
Lufthansa German Airlines
6. Social Media No More About Likes
• 2014 marks a decade since Facebook was founded. With over a billion
participants today, we have come a long way on this journey. Social media is
no longer the new kid on the digital block. It is a „must-have‟ in the
marketing mix today and one that needs to be integrated into the overall
marketing strategy.
• In the coming year, I believe it will become increasingly apparent that
social media is no more about getting the maximum „Likes‟, fans or
followers.
7. Experience Economy
The fact is that social media operates as an “experience economy.” Come
2014, we will see leaders in this space breaking through the existing clutter
with strategies that recognize this fact.
8. Anupam Dikhit
Head, Digital Marketing
• Rise Of The Digital Content
Agency
•Social Data Enterprises
•Brands “Being Human” On Social
•Internet Of Things As A Branded
Exp
MTS India
9. Rise Of The Digital Content
Agency
I see 2014 as the watershed year for digital content. I was hoping this year
to be that one, but for various reasons not much has happened in that
space. However, I anticipate next year onwards, media as we know it to start
getting replaced by content driven primarily by the dominant use of
smartphones/tablets for accessing content as smartphone penetrations
crosses 20%. This should also see brands diverting monies from media to
content with the same business objectives in mind.
10. Social Data Enterprises
A subset of Big Data & Smart Data, I foresee companies, especially in the
service space, investing on building capabilities of overlaying their customer
information with social graphs to build dynamic behavioral profiles of their
consumers for predicting demand, churn, usage, recommendation, etc. This
will be bring us one step closer to achieving mass personalization and
segmentation of 1. This will possibly do more for digital targeting than
what SoLoMo ever could.
11. Brands “Being Human” On Social
This is something I have been spotting on and off, and I can see this
blowing into a massive movement soon as brands will look at getting off
their vaunted perches and start embracing their customers more closely by
mirroring them online, be it through crowdsourcing spokespersons,
providing experiential engagement, creating more intimate consumer
connects or simply by making their lives part of the brand story.
12. Internet Of Things As A Branded
Experience
With more smart watches, smarter devices and wearable computers than
ever before in history, it is inevitable that brands will look to latch on to this
new frontier to extend the brand experience, more so when experiential
engagement is already on an all-time high. I see the first movers of this
coming from the automobile, healthcare, lifestyle and telecom industries.
13. Ajit Mohan
Head, Digital Business
Compelling Proposition For The
Consumer On The Mobile Screen
Star India
14. Compelling Proposition For The
Consumer On The Mobile Screen
Brand managers are looking to engage consumers where they are.
Increasingly, that is on a mobile screen. And, therefore, the big fight
between broadcasters and platforms and social media aggregators would be
on creating a compelling proposition for the consumer on the mobile
screen.
15. Deepika S Tewari
GM -Head Marketing
• Brands Building Their Own
Platforms
• Content Will Be Crucial
• Twitter & Pinterest Will Be The
Show Stealers
Titan Company Limited(Jewellery Division)
16. Brands Building Their Own
Platforms
The year 2014 will be big for social/ digital mediums as biggies like
Facebook and Twitter will be going public. The cost factor of using these
platforms will push brands to build their own platforms like blogs, apps,
microsites etc. Hence, platforms like Twitter and Pinterest will see more
traffic.
17. Content Will Be Crucial
Also, content has always been important for digital/social medium, but it
will be crucial in 2014. Be it visual or written – this will help brands to
reach out the exact set of audience.
18. Twitter & Pinterest Will Be The
Show Stealers
Overall, the mobile medium, influencers bloggers, strong content and social
platforms Twitter and Pinterest will be the show stealers for the year 2014.
19. Karthi Marshan
Executive VP & Head - Group Marketing
•Creating & Curating Content
•Relevant & Engaging
Content
Kotak Mahindra Bank
20. Creating & Curating Content
Getting it right will involve creating content of course, but also inviting and
curating it from all constituencies relevant to the brand. For this, brands will
have to build content teams that resemble those at publishing firms, with
high caliber writing skills, coupled with deep domain knowledge of our
category spaces.
21. Relevant & Engaging Content
Getting it right will involve creating content of course, but also inviting and
curating it from all constituencies relevant to the brand. For this, brands will
have to build content teams that resemble those at publishing firms, with
high caliber writing skills, coupled with deep domain knowledge of our
category spaces.
22. Debal Dutt
Head, Brand Mgmt, India & South Asia
• Use Consumer Insights To
Connect
• Have A Digital Partner
Standard Chartered Bank
23. Use Consumer Insights To Connect
Use consumer insights for the social media space to – not just broadcast,
but connect. Social media is a media channel that works at a totally different
level – unlike mass media. However, the fundamentals should be the same –
work on consumer insight, build on it and then have
communication/activation based on an insight.
24. Have A Digital Partner
Organisations who want to be active on social media platforms, need to
have partner agencies who are strong on building a brand. It is not about
broadcasting, it is all about connecting. It is not only important to have a
digital agency, but a digital partner that is strong in brand building on social
media platforms.
25. Sridhar Rajaram
Group Manager - Marketing
• Creating, Owning &
Disseminating Content
• Hard Data And Analytics
Louis Philippe, Aditya Birla Group
26. Creating & Disseminating Content
I expect digital agencies and brand managers to finally get the drift about
„content‟ and drive content marketing efforts. Content marketing has been
around for some time now but just in theory. I expect that to change as
more brands will begin to truly invest in creating, owning and disseminating
content. Smart brands who have already invested in content will drive the
next big growth through innovative content discovery platforms.
27. Hard Data And Analytics
The second big shift is brand managers building their digital assets based
not just on „nice ideas‟ but hard data and analytics. For far too long
marketers and agencies have given analytics and numbers the short drift in
this space because they have not understood the numbers this medium
throws up. It is however time for marketers to start learning how to analyze
data, drive complex metrics and learn along the way with their agencies.
28. Rajneel Kumar
VP & Business Head - Digital Media
• Re-Defining Measurability
• Better Second Screen
Experience
Viacom18
29. Re-Defining Measurability
Measurability has been loosely defined which has forced brands to invest
more. We need to get a better system, metrics in place that will take care of
it and build more confidence in CMOs.
30. Better Second Screen Experience
Right now the second screen experience is scattered in the country. 2014
would see quite a few startups working on products/apps that aggregate all
social experience on one single platform.
32. Meaningful Engagement
The market will keep growing in the country. From acquiring fans brands in
2014 will focus on engagement. The year would be more of “meaningful
engagement.”