| | NOVEMBER 20179Consultants Reviewin a `How to do Stuff' video over an instruction manual. At last count in April 2016 Facebook sited 8 billion video views per day for 1.65 billion active users. At the recently declared 2 billion users, video views would have substantially grown. The visual elements allow for deeper attachment and recognition of the message, drawing the audience into it. 2. Power of PersonalizationIn a selfie world where self, rules, personalization is a differentiator. However this is easier said than done with billions on the internet. Yet consumer centric smart content boosts conversions and conversations. Hyper-personalization, where each user gets unique content and experience is easier said than done. At a macro level, unravelling insights from available customer data and segmenting them yields distinctive experiences. Addressing an individual by name, the most basic personalization, in an email marketing campaign, increases the open rate.3. Power of Programmatic and Native AdsProgrammatic is the key to unlocking the digital maze to connect with the right person, at the right time, in the right place and the right way. At Havas Media we have an extremely effective programmatic platform and a transparent one. When Native ads are placed within organic content they appear non-intrusive and the same when delivered programmatically multiplies the effectiveness of both. 4. Power of Right Data ConversionsData is everywhere and `big data' is the buzzword. We are literally generating data at the speed of thought so using `right data'totally changes the game. As examples we've seen two presidential elections in the US, Obama and Trump as well as closer home with Modi where data can shift the balance with its power to influence and communicate. Specific communication to fringe audiences, when summed up, can totally change the outcome.5. Power of ContentContent is sticky glue for the right audience. Our Meaningful brand study, that we have been doing for the past 8 years has clearly reflected the importance of content for both brands and consumers. However, it is extremely important for brands to provide content that is relevant to the consumers. It is observed that almost 40% of the content produced by brands is irrelevant and hence has no impact on the consumers.Like my Addiction by BETC Paris for Addict Aide won at Cannes 2017 in PR, Promo & Activation, Cyber, Direct and Mobile. Behind it, well-thought, engaging content was created to style a fictional #Louise Delage who became an Instagram star with a huge fan following, all drawn to her lifestyle and posts. Towards the end, in a twist, it was revealed she was fictional with a message `it's easy to miss the addiction of someone close' ­ hindsight showed she always had a drink on hand!6. Power of InfluencersPeople trust who they are familiar with or are fan followers of. We saw how Sachin Tendulkar's controversial #NoExcusestweet led people to reveal their friends phone numbers expecting him to call giving them a pep talk on fitness. Netflix used the influencer power of comedian Tanmay Bhat to successfully market its crime drama series `Narcos' as well as other influencers for its brand promotion, gaining a firm foothold in the Indian market and charging for services.7. Power of New TechMarketers need to be open to the latest tech and creatively apply it to deliver unique brand experiences. For example - Makeup Genius, the virtual make-up application, from L'Oreal allowed the trial of their 4500 products witha smartphone/tablet - by using facial recognition and augmented reality. Likewise, HP Lubricants won Silver in Innovation for `Roads that Honk' ­ a SmartPole with oncoming vehicle alert mechanism at a hairpin bend on Jammu-Srinagar highway helps save lives, making roads safer.Truly, for marketing to be effective, it is not about data or creativity; but both. It is the creative use of right data­campaign, cognitive and beyond. In this challenging-exciting climate, the most effective marketer will be the one most agile to learn, unlearn, constantly adapt and apply the new with the old
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