My father is a retired railway official. He was born in Pakhanjore, about 224Km from the state capital Raipur of Chhattisgarh state. At a very early age, he lost his mother and his father lost his track to life after this incident. First, his grandmother and then his uncle took care of him but after a period it was mostly him.
Unlike me, he was an all-rounder in studies and sports. A top-ranked in class, only once he came second when he helped a girl (No, my father wasn’t dating her, okay will confirm). He was also a state football player and a terrific track and field athlete. Today, I am very proud when people say that I resemble my father. But sometimes when I compare his overall skills, I wonder am I his elder son?
Unlike the regular notion, I don’t remember him giving lectures on how he struggled in his days and how we are having a nice life. After serving a complete tenure with the Western Railways, he has now retired and settled in Bengaluru. Old age and retirement are tragic especially for an active person like my dad. He never adjusted with the big city culture and so he spends time with his wife or going out for walks or watching the TV.
I moved in 2017 and introduced Netflix into his world. While he sits and consumes Big Boss with, my mother, at the same time he has also finished all the seasons of Narcos.
Imagineaza-ti asta: un barbat de 67 de ani, al carui englez este in regula a urmarit toate episoadele unei serii internationale pe Netflix. „Imi place foarte mult emisiunea, deoarece povestea este foarte intensa si chiar daca este dificil sa inteleg totul, dar vreau sa vad mai mult din ea. Si cel mai bun lucru este ca nu exista reclame. ”
Anul trecut, cand ne uitam la IPL, el va taia intotdeauna toate reclamele care vor fi difuzate in timpul jocurilor. Cu exceptia reclamei Sprite – a considerat ca este amuzant, simplu si la obiect.
Atat Narcos, cat si Sprite s-au conectat cu tatal meu din cauza continutului lor captivant. Unul este un spectacol, iar celalalt este un anunt, dar ambele respecta formula simpla si de baza de a avea un continut sau scriere puternica. Indiferent de lungime si format, continutul a fost intotdeauna diferentiatorul cheie. Si nu cred ca acest lucru se va schimba vreodata indiferent de format, lungime si suporturi.
Indiferent daca facem un film, anunt tv, reclama tiparita, emisiuni radio, tweet sau chiar facem un videoclip TikTok – continutul va fi eroul etern.
Aceasta a fost ideea mea de baza cand Suresh Babu m-a invitat din nou sa vorbesc cu lotul sau actual de studenti de marketing digital. Suresh a investit mai bine de un deceniu in formarea si indrumarea oamenilor in marketing digital. Institutul sau de Web Marketing Academy, cu sediul in Indiranagar, Bangalore este intotdeauna un loc plin de viata, cu minti tinere care invata diferitele aspecte ale marketingului digital si continutului. In 2015, m-a invitat la WMA sa-mi impartasesc gandurile despre marketing digital si cateva studii de caz interesante.
Recent m-a invitat din nou sa-mi impartasesc gandurile despre continut. Crede-ma ca a fost o provocare pentru mine si am vrut sa depasesc ceea ce facusem inainte. In 2011, am inceput Lighthouse Insights cu o convingere comuna ca continutul original va supravietui si va castiga bani daca va adauga valoare consumatorului tinta. In 2020, credinta de baza ramane aceeasi, chiar daca nu conduc Lighthouse Insights ca startup. (Suresh-ul foarte umil si zambitor in polo albastru cer, incercand sa rada de gluma mea stupida.)
Valoare / De ce
In 2016, viata mea s-a transformat cu capul in jos, cand pentru prima data m-am intrebat ce valoare creez cu Lighthouse Insights. Acesta a fost inceputul in care ma uitam profund in viata mea. Zilele trecute si intrebarea a fost gresita. Astazi sunt un credincios puternic al valorii, indiferent de aspectele personale si profesionale, daca nu creez valoare atunci de ce ma ocup.
Acelasi lucru este valabil si in continut. In calitate de creator de continut, inainte de a-mi pune intrebarea, de ce lumea nici macar nu citeste si nu urmareste continutul meu Ar trebui sa ma intreb mai intai ce valoare creeaza continutul meu in viata consumatorului.
In timpul discutiei la WMA, un scriitor profesionist m-a intrebat daca oamenii vor plati pentru continutul meu. Credinta comuna este ca indienii nu platesc pentru continut. De fapt, indienii sunt mai gata sa urmareasca reclame decat sa plateasca pentru continut.
According to 2019 Asia OTT Research Report, about 25% of the OTT population wants to pay nothing and watch ads while consuming content, 25% is willing to pay a lower fee with limited ads, 14% would like to pay a higher fee to be free from ads, and 14% would like an option where they can customise their price and ad packages.
Cu toate acestea, sunt un credincios puternic ca oamenii vor plati daca creeaza valoare in viata lor. Chiar daca procentul este mic, oamenii platesc Netflix in India. Pretul joaca un rol important intr-o tara care este impartita in atat de multe straturi si societati. Dar „De ce” trebuie sa joace un rol important si de aceea am indoielile mele despre Discovery Plus. Cantitatea nu poate fi niciodata un avantaj competitiv intr-un moment in care consumatorul cauta „ce este aici pentru mine”. (Ganduri initiale despre Discovery Plus – platforma de streaming video la cerere de la Discovery Communications India)
Public tinta
La una dintre intalnirile plictisitoare, am discutat despre cum ar trebui sa lansam un ceai sanatos pentru un client regional. Din fericire, clientul a avut o foaie de afaceri elaborata. Dupa o saptamana in care ne-am intalnit din nou pentru a parcurge rutele creative, echipa a avut idei interesante care au ignorat cu incredere publicul tinta sau consumatorul definit de client. Evident, nu am citit brieful de afaceri.
Asadar, asigurati-va ca sunteti la curent cu cine va este publicul tinta, odata ce aveti claritate in „De ce”.
Sarah Noeckel, scriitoarea buletinului Fermstreet, dedicata vizibilitatii mai mari femeilor din tehnologie are un sfat interesant.
I don’t aim to please everyone, but rather write for a few real faces that I know share the excitement that I have. When creating content and building a community, you have to listen to superfans and ensure you are building for them. My narrow focus has been proven to be an asset for the development of Femstreet’s brand and our authentic audience in an entirely organic way.
Objective > Medium
A few years ago, a senior agency head told me that the majority of agencies have become “execution agencies.” Last year I was invited to a gathering of marketers to share my thoughts on digital strategy. To make the talk interesting, I gave a simple client brief and asked what are the ideas that come to their mind. The idea was to just have some fun and understand how different minds think.
Almost all of them told me that we should do a Facebook campaign, or do an integrated campaign. In other words, we all had mediums even before I discussed the problem. And this is also a common problem across most agencies and clients that look digital from the lense of mediums. When you do the same, you are forgetting the business objective and then you will break your head when ROI is not met. Because there happens to be a big divide between the expectations set and met.
Mediums are important but keep the objective on top of your mind. Facebook is different from TikTok, but if the objective(Why) goes missing the content will fall flat.
Google India recently launched a series of videos with internet celebrities like with Bhuvan Bam, Zakir Khan, etc to highlight that the search engine is now about consuming content based on one’s interests. Google’s never-ending push to own the social space. These videos are a bit long because they tell a story and that’s why TV will be a problem besides the audience on the internet is aware of Bhuvan. But tomorrow these same videos can play on TV if Google wants.
On International Men’s Day, The Man Company released a hard-hitting video featuring Ayushmann Khurrana. The video is a beautiful poem written by screenwriter and lyricist Gaurav Solanki.
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The writing is the soul of the content if you remove it even Ayushmann won’t be able to save it. It’s like advertising can’t save a bad product or service.
Hindu recently released a long-form content introducing the sea turtle – dumbest creature on the planet. But we geniuses who put a vehicle on the red planet are killing the stupid turtle with our love for plastic. This was a print ad but why wouldn’t it work on digital?
Quality vs Quantity
This is a never-ending debate but over a period of time I found out that quality works from me. What do I mean by quality is creating content that is slightly different from my competitors and provides value to my consumers.
When I started Lighthouse Insights, I had no clue what content was so I did what everyone was doing. Over a period I realised that I was working even on Sunday’s but the traffic was the same and nothing was happening. I was looking for answers everywhere but the answer was right in front of me. I was creating content that other 5 or 6 publishers in the industry were creating so there was no motivation for the readers to open Lighthouse Insights.
I shifted gears in 2016 when the startup started moving away from news and focused on original content. We started writing stories that provided insights which a marketer could use in his professional life. One of the reasons why the LI Digital Marketing Awards(online) could run for 3 years and allowed us to survive.
From spending 80% time on writing, we started spending 80% time reading and bringing clarity to what we don’t want to write.
Remember the initial days of Facebook, we all had uploaded 200 plus vacation pictures on the social network. Today we hardly upload one or two. I don’t use the network anymore but this behaviour has impacted brands. From posting 5/10 posts in a day, brands today post a picture when there is a need.
Let’s get this clear in our heads – people use any form of the social network because they want to take a break, have fun and see what their friends are doing. They are not there to consume a brand’s content, no matter how path-breaking the content is.
The consumer today is way too smarter than the marketer so if you don’t have anything to share then please shut up. Don’t spam the networks with your shit in the name of marketing innovation.
Dettol is running a TikTok campaign on how you should wash your hand while dancing with the same bunch of Bandra West influencers. Why? TikTok is the latest buzz and everyone is dancing on the platform. Dear Dettol people are anyway buying hand sanitizers because of the mayhem Coronavirus has created. “When you don’t know what to do just don’t act cool and hope people will start dancing to your dumb tunes.”
Finally, whatever content you create irrespective of mediums, just don’t fake it. Won’t work when the consumer is one step ahead of you, she will notice it and make sure that her followers are aware. Why would you want to give your communications team sleepless nights?
“Chase value over anything in life, rest will follow.” That’s how I ended my session on my love for content at WMA followed by a long question and answer session.
