Small businesses are taking centerstage in the advertising industry: Priyanka Gill

Being an entrepreneur is both fun and challenging. Each day presents new obstacles and opportunities that require constant adaptation and innovation. On this, Priyanka Gill, Group Co-founder, Good Glamm Group | CEO, Good Media Co., noted, “Being an entrepreneur is really exciting, yet it comes with its share of difficulties and shared challenges faced by everyone. We face the same challenges as all business leaders out there like to increasing profits, ensuring team satisfaction, securing favourable deals, managing stakeholders effectively, and attracting a steady flow of customers for your brand. Navigating through these obstacles and capitalizing on the opportunities that arise is what makes entrepreneurship both exciting and enjoyable.” 

About strategising campaigns, Gill shared, “At the Good Media Co., we work with some of India’s top brands, not just Good Glamm Group brands. We offer our content-to-commerce strategy to external brands who choose to work with us. Our goal is to ensure that these brands run effective campaigns that align with their marketing objectives. To kick things off, we dive deep into understanding the brand’s objectives and the specific questions they want to address. Once we have a clear picture, we combine our knowledge of consumers with the data we have on hand to come up with fresh and innovative ideas or propositions that can help the brand achieve its objectives. From there, we dive into the media mix, exploring various avenues such as social media, video content, and influencer marketing. At Good Media Co. and Good Creator Co., we strive to create comprehensive 360-degree campaigns that cover all aspects for our brand partners.”

She further added about the execution, saying, “When it comes to executing campaigns, we rely heavily on streamlined processes and cutting-edge technology. This enables us to work swiftly and efficiently, ensuring that we meet the brand's needs promptly. Throughout the campaign, we closely monitor the results to ensure they align with the objectives identified at the beginning. Our goal is to maintain a seamless match between the brand's objectives and the outcomes achieved.”

The Good Glamm Group witnessed several acquisitions and re-juggling of the leadership in the past years, on the same, Gill briefly noted, “2021 was a special year for us that allowed a lot of different things to happen. We are always looking for interesting opportunities, it just has to be the right fit for us.”

On the change in consumer behaviour from the pre- to post-pandemic, she said, “Consumer behaviour has come back to what it used to be before the pandemic. They are once again aspirational and possess a keen sense of both price and value. This characteristic has always been a significant aspect for Indian consumers, as they strive to get the most out of their money. Brands today are fully aware of this and cannot afford to be complacent. They must guarantee that they provide maximum value to their customers at a price that aligns with the consumer’s expectations.”

About influencer marketing, she mentioned, “Influencer marketing has become an essential and integral component of today’s media mix. While it may have initially appeared as a passing trend, it has firmly established itself as a long-term strategy. This marketing approach holds immense significance for brands as it enables them to directly connect with consumers through the influencers they follow. The future of influencer marketing is promising, which is why we, at Good Glamm Group, are actively investing in Good Creator Co. It stands as one of the largest influencer marketing platforms in the country that works with many brands across fields from beauty, fashion, tech, travel and more.”

“Whenever new technology emerges, the initial response is often fear of the unknown and what it might bring. However, I believe that over time, technology finds its place and becomes integrated into our lives. We all have the opportunity to leverage the tools offered by these emerging technologies to not only enhance our experiences but also improve the lives of both consumers and professionals.” 

On the notable and emerging trends that she observes, Gill said, “We are talking about generative AI and that is here to stay. We will start seeing better and sharper use cases for emerging technologies. Brands now have a better grasp of their marketing campaign goals and objectives, leading to a thriving and expanding business environment. The SME sector is experiencing significant spending, with small businesses taking centerstage in the advertising industry. It’s an opportunity whether you are an ad or media company.”