Broadcasters, content creators need to focus on getting more love not just likes

MUMBAI: Goafest 2019 the conclave for the media, advertising and marketing fraternity is going on in full swing in Goa. Discovery South Asia VP, head ad sales, business head regional cluster Vikram Tanna on the opening day noted that everyone is in the business of storytelling. The aim of Goafest is to enable the attendees to learn how to tell stories better. The focus he stressed should rest on how content can get more love and not just likes.

Meanwhile at the Industry Conclave with Disruptors In The Indian Digital Ecosystem Amazon director, mass, brand marketing Ravi Desai talked about the shift in trends of marketing to consumers today. He highlighted how perception drove usage, but today usage drives perception.

There’s a paradigm shift in targeting – previously a pen-portrait of broad clusters were made to characterize the consumer, but now it is the process of creating specific unique customisation for individual customers. Customer touch points are old-school, now it is all about product experience, which is what maximizes impact.

He summed it up by saying, “In order to become disruptors one has to analyze and understand demonstrated behavior, democratise benefits and anticipate the needs of your customer. The essence of customer obsession.”

Its chief rival Flipkart associate director, brand marketing, digital media Vijay Sharma explained that for a brand to be relevant it has to not only be a brand of today’s age but a brand for tomorrow. He went on to say, “A brand is the sum of all the experience the customer has across various touch points. Customers are no longer buying products and services but experiences that the brand provides.”

The biggest drawback of large industries is the ‘Agency Apocalypse’, which dilutes the customer experience for brands. Calling upon the example of Flipkart’s Hagglebot, he highlighted that technology is not a deterrent but a means to optimize customer experience.

Goafest 2019 is being presented by Viacom18 and is powered by MX Player.

Speaking about Goafest 2019, Advertising Agencies Association of India (AAAI) president Ashish Bhasin said, “Over the last few years we have seen the growth in participation with lines blurring between media and creative. At Goafest 2019 on the back of an exclusive list of speakers and artists, we have seen a sustained registration of about 2000 delegates, while Abby Awards have seen 2700 entries this year.”

Welcoming everyone to #Goafest2019, Bhasin declared happily that Goafest has become the most premiere and anticipated creative festival in the year. He further highlighted how it has become more democratised over the years, wherein it is no longer the purview of a few major cities of India, but now has attendance from across cities, small and big, international and from within India, whether in the form of delegates or entries for awards.

Setting the ‘tune’ for Goafest 2019 was singer Shaan, who wooed the audience with songs, as well as anecdotes from his jingle-singing days, letting everyone in on his advertising connection.

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