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Moment marketing will break silos in 2016: Omnicom India report

In the social media age, it is the consumers who are in control of the brands. With rising consumer expectations, brands today are expected to deliver at the right time – the ‘moment of intent’ – when consumers turn to their devices to discover, act, learn, find or buy a product.

A report by Omnicom Media Group India, in collaboration with MICA (formerly Mudra Institute of Communications), Ahmedabad, calls this ‘moment marketing’ and highlights the need for the modern marketer to be ever present in these critical moments of impact.

The report underlines the need for brands to understand the behavioural journey of their consumers and capitalise on these moments. “Identifying ‘moments that matter’ to consumers is no longer optional. Brands must be present in such moments when people act on their needs to learn something, do something, or buy something,” the report states.

Titled What’s Next in 2016 – Top 10 Digital Trends in India, the report covers the top 10 trends for India in 2016, the implications for brands as well as predictions from platform providers like Google and Outbrain.

Another trend highlighted in the report is of India getting mobilised. With e-commerce companies moving to app only experiences, the country would soon move on to mobile-only from mobile-first, the report highlights.

Confidence levels in online purchasing have gone up this year with a number of e-commerce startups coming up. Hyperlocal startups such as Niftywindow, Zopper, Grofers and Justdial are also offering online shopping which results in higher in-store traffic and repurchase, the report finds.

The brand story has now become more important than the medium with consumers demanding more immersive experiences across channels and devices. There is a need for brands to weave in the story with consumer’s lifestyle and help address pain points for greater connect.

There is a rise in OTT (over-the-top) content and it will become the fastest growing content category to reach mass Indian audiences in 2016, according to the report.

Social is moving on from ‘public’ platforms to more ‘private’ mobile chat environments such as WhatsApp, Facebook Messenger, Snaptchat and Line.

Internet usage is scaling up from a primarily urban phenomenon – accessed by young, high income users to rural and lower-income consumers across all age-groups, the report highlights.

There is a rise in vernacular content as more than 65 per cent of the population communicates in local languages.

Another trend that the report highlights is that of ‘Internet of Me’. With the future of media lying heavily within the ‘Internet of Things’ and the consumer being at the centre, brands need to hyper-personalize experiences for consumers.

In terms of wearables, there is a need to demonstrate utility for a customer. This has led to more ‘every-day focussed’ devices entering the market. The report states that there are great opportunity for wearable technology, both in terms of form and function.

Commenting on the report Avinash Jhangiani, Managing Director – Digital & Mobility, Omnicom Media Group India, said, “2015 saw consumers getting served up and spoilt by ecommerce start-ups with same-day delivery, 24/7 customer service and 365 days of mouthwatering discounts. This now leads to higher expectations in 2016 and requires brands to reimagine marketing for the new Indian consumer. While change is the DNA for start-ups, it is hard for well-established brands. To counter well-funded start-ups, established companies are being forced to let go of mass marketing channels and adopt digital for higher returns on investments. The trends report provides the necessary direction for brands across industries to invest in digital.”

Guy Hearn, Chief Innovation Officer, Omnicom Media Group Asia Pacific said, “There are now so many touchpoints that channel-centric planning makes diminishingly little sense. Instead, we need to better understand both the consumer journey and the consumer experience – and plan with a focus on consumer experience. The marketing department now needs to break down silos to create a focus on better customer experience and product innovation. We do hope that the report inspires the industry for the year ahead.”

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.
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