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Marrying content and distribution in real time mktg

As Indian marketing industry matures real time marketing is gathering pace as the marketers are moving away from sample based data to audience based data. Data analytics on individual consumer behavior provides better and more accurate data as against sample based data. “The right ad to the right person at the right time at scale in an automated setup and is what programmatic advertising is all about,” said a research titled India Digital Playbook released by GroupM.

“In real time bidding in programmatic buying, data is crucial. Through data analytics strategies the advertisers finds a match between the requirement of the consumer and the requirement of the advertiser. Therefore, the consumer gets a more refined experience which is of higher relevance to him,” Anuj Kumar, Managing Director of Affle said in an earlier conversation.

Among the major aspect of real time marketing that marketers should not ignore is the importance of content. Advancements in the industry have made way for original, curated and associative content. But the big question troubling marketers across the domain is – How to create the right content? The marketers can either get into crowd funding or partner with made-for-web content creative publishers such as YouTube.

Today brands need to think like publishers and invest in a ‘house of content’ themed solutions that sustains engagement through various ongoing initiatives, the report added. A publisher’s content strategy revolves around targeting, scheduling and monitoring.

But, “if content is King then distribution is Queen,” the report remarked. Distribution is just the adjacent side of content and the content is deficient without a proper distribution mechanism. The marketer must promote content across various digital platforms.

Good content is just the starting point like the base of a pyramid. To ensure proper distribution of the content, the marketers must build on with search and social for findability of the content as it has to be discovered by customer in multi-formats.

Social signals on platforms like Facebook, Twitter, Google Plus, blogs, etc aid this discovery among users. To enable brands to leverage on the social signals, they must include the feature of sharing the content on social platforms.

The report has quoted the example of Red Bull Media House which created different content types such as feature films, action features, music and distributed the same through platforms such as print, TV, social and online, among others.

The major challenge for marketers in India is the cluttered and fragmented structure of market for programmatic advertising. This can be resolved if advertisers collect data through the web, indulge in cross channel synergies, ruminate multi-screen programmatic strategy and use the full spectrum of programmatic advertising.

Going forward in 2015, we will see bigger brands entering this domain of real time marketing and move beyond the traditional aspects to marketing and experiment with different types of content. Also, social media is expected to constitute a large portion of the marketing industry and new marketers will be seen embracing this platform for content distribution. 2015 is going to be the year of new marketing strategies making headways in the Indian industry.

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