MarTech & TV dominate sessions at Zee Melt 2018

01 Jun,2018

 

The fourth edition of Zee Melt 2018, the two-day conference on advertising, marketing, media and technology, conducted by Kyoorius was held in Mumbai on May 30 and 31. Along with the conference, there was an exhibition area which saw displays and experiential zones set up by Google, Surewaves, WION, National Geographic.

 

Here are highlights of the two-day event:

:: A live televised chat with Sir Martin Sorrell. The chat with senior journalist Anant Rangaswamion CNBC-TV18 assumed importance given that Sorrell had unveiled plans for his new venture

:: Speaker sessions by Tom Fishburne, AnindyaGhose, Mark Shayler, Fernando Machado, Global CMO, Burger King; Tom Goodwin, EVP, Head of Innovation, Zenith Media; Ana Milicevic, Principal, Sparrow Digital Holdings; Babita Baruah, Managing Partner, GTB India and others

:: “How Return Path Data Will Turbo-Boost Television Audience Measurement Globally” –Keynote by Ricardo Gomez-Insausti, Vice-President (Research), Numeris

:: &Prive – A panel discussion featuring SonalDabral and Ashwini IyerTewari and a screening of “The Post”

:: A panel discussion by Zee and Indian Market Research Bureau on TV: The Business Propeller

:: A session by Jasper Donat, CEO, Branded & Producer, YouTube Fanfest was followed by a meet-and-greet with Bhuvan Bam, YouTuber, Singer & Songwriter

:: Day 2 concluded with a Keynote session by James Southern, Managing Partner at Front Row Advisory. He addressed the audience on the topic, “The Next Seismic Shifts In Television”.The session was followed by a panel discussion hosted by SureWaves moderated by Paritosh Joshi (Principal, Provocateur Advisory) featuring Punit Misra (CEO, Zee Entertainment Enterprises Ltd), Shashi Sinha (CEO, IPG Mediabrands), Partho Dasgupta (CEO, BARC).

 

And these are highlights of what some of the speakers said (for details on the Martin Sorrell session, please visit http://www.mxmindia.com/2018/05/return-of-the-sorrell/):

 

Fernando Machado, Global CMO, Burger King:Creativity helps you thrive the business and grow your brand. You should start one campaign at a time. Understand the business and see what ticks people. There are certain brands that strike a chord with the consumers and Burger King is one of them. People ask, what if it didn’t work? They always have this fear. These 5 things helps coping with the fear:

:: Need to understand the brand- it is about not doing random stuff. You need to understand the positioning. The positioning and personality of the brand should match

:: Create a great brief– Challenge your client with a one line brief

:: Let the idea grow- Trust on certainty

:: The biggest risk is not taking any risk- We are afraid all the time. But the thing is if I am not afraid, probably I won’t do it

:: One Team- Marketing, agency and everyone else together should be one team.  Fight with everyone, together

 

Tom Goodwin, EVP, Head of Innovation, Zenith Media: Speaking about the power of digital transformation, he mentioned three key aspects to be taken care of:

:: Understand people- People go to the internet consciously and get off it only to be reminded to go again. Brands still think of it as a pattern. But the consumer is obsessed with the idea like it is a behaviour. It is not helpful. It is a hybrid world that transcends it. People are disappointed if they don’t get the same experience as any other brand.

:: Apply technology at the core- Consumers are inclined towards everything that has a quick turnaround. Brands are realising this pattern and providing quick, cheap and hassle free service without understanding that this remains as the outer most layer without deeper existential question. Younger brands are utilising contemporary technology and it is incredible to see how much value they have created.

:: Rethink everything- The key is to think without expectations. The greatest threat to incumbent business is to not know too little or being naive, it is about having too much knowledge.

 

Ana Milicevic, Principal, Sparrow Digital Holdings: “The advertising industry is stuck in between the technology change. As an industry and as professionals it is important that we are constantly changing and are not being outdated. There has to be a balance between speaking to the audiences and amplifying annoyance. Future without advertising is far-fetched. Hence, we need to focus on today’s advertising trends and that is story-telling. Every interaction the brand has with consumers, it becomes advertising. It is imperative to stay relevant or risk getting skipped.”

 

Nelson Rodriguez, Global Director of Industry Strategy, Akamai:“Digital advertising still has a lot of noise. India has the highest ad-block user across the world, although ironically, India is an ad driven market. There are three innovations happening today in transforming relationship with audiences in this market.

:: Relevance- Every industry that goes through change has an opportunity to build on that change by being relevant

:: Value- Customer should have the power of consuming content. That is where optimisation can enter

:: Choice- With micro-transactions in boom, customers can be charged according to the amount of content they want to consume

 

Babita Baruah, Managing Partner, GTB India:“This topic means a lot to my heart. I thought a lot about how to have more women. Not in terms of number, but in terms of decision making roles and how we can keep this journey going. Melt and of course any forum where you have the industry coming together is good to start off this kind of conversations to get points of views. I think it is important for women to share their personal journey. Because there is a lot of learning from what someone has gone through. And a narrative or story telling is always a good way to connect.”

 

Patrick De Pauw, CEO, Social Seeder:“There is so much clutter when it comes to brands today where all are shouting for attention in some way or the other. But to get visible I believe there are 2 things a brand should swear to follow and that is – stay relevant and do something so unique that it helps you gain recognition between this mainstream clutter. There is paid media and owned media today but earned media is the word of mouth which works in favour of your brand creating a high decibel impact. An ambassador (on a voluntary basis) is an internal or an external person that is more than integral to spread a word about your organisation. But being an ambassador starts with you.”

 

Tom Fishburne, Founder, Marketoonist:Technology can’t save boring marketing. We need to stay focused on our marketing strategies and not get excited when you see new things. We need to know who we are creating our marketing for and what is our marketing campaign. I have never been this excited in my life, it was amazing to be here. I have never seen such an entrepreneurial environment. It is great to see what people can do to sell your small enterprises. On my first trip to India I loved to discover the campaign by Amul. In 52 years they have campaigned amazingly and their idea of serial story-telling is something worth taking note of. They have campaigned everywhere from Bollywood to hoardings to newspaper ads. I am always excited to know what incidence their next campaign will be based on.”

 

Anindya Ghose, NYU Stern School of Business: “Crowdedness is one thing which works best in the case of AI, as when people are alone in a crowd, phone is their best escape. Over a period of time, we have witnessed brands identifying known as well as unknown needs of consumer’s basis which they are ready to invest heavily in mobile data metrics. Addressing to the unknown needs is what will give the brand an upper hand to serve better. This metric eventually helps in measuring the ROI on the capital spent.”

 

Guneet Singh, Head – Marketing Solutions, Google India & SEA: “The big piece of work we do is on video and the reason is 80% of consumers are on mobile. The phone is a very intimate space, as it is 12 inches away, but your TV screen is 6-7 feet away which is not an intimate space. The average attention span in Mobile is 7-9 seconds; if you don’t change the arc in this time span, one skips the video. That’s how you look at the story arc in digital. In digital you know the exact persona of the person watching something. It is important for you to build content for the right audience. We’ve recently made 2300 videos all running in the same date to distinctive audience.”

 

Mark Shayler, Director Ape:“Every single action has a reaction and every single movement has an angle. We are all millennial. People like tactility; if you are making a digital campaign make it real, make it human. We can’t lie anymore because the internet is everywhere and the truth will eventually come out. It’s high time that you innovate the new way. Define a purpose, as purpose makes you stronger, being good is new cool and Kindness is competitive.”

 

Sakshi Choudhary, Creative Controller, Ogilvy India: “Women spend twice the time as men, they are playing more games, and they are also on social media. 74% purchasing decisions are made by women and in cities it goes up to 90%. 70% women are buying houses in top 8 cities of India and 40% overnight solo trips are made by women…. Honda has realised that the scooter market is overtaking the motorcycle market in rural India and therefore they launched Honda Cliq targeted only at rural Indian women. Alcohol consumption among women has been increasing; Bacardi has been making the best of it as their sessions are more focused at women. Hotstar has realised that their video consumption is 3 times more by women compared to men.”

 

Erica Ng – Senior Editor Asia Pacific Insight – WGSN: “The world is getting future ready and so are our brands. The brands of tomorrow are using the 4 E’s – Engagement, Exclusivity, Experience and Emotion. While today’s traditional spaces are extremely crowded, it becomes a larger deal for the brands of tomorrow to get more creative in their thinking. The brands of tomorrow are engineering vitality, as they aren’t using space to advertise but instead growing their presence on digital. They are using psychographics to understand the consumer needs. Today people don’t buy products, they buy people!”

 

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