Trending Now: Brand building will be more pronounced - Manoj Malkani

Manoj Malkani, Executive Director, Concept Communication, sees further surge in content consumption across platforms in the year ahead. According to Malkani, there has been a huge increment in the regional space, which will keep growing in 2020. 

What were the few big changes that you think were of importance in 2019 for our industry?
With the economy growing at less than 5 per cent, marketers have faced huge problems in terms of traction in business, and for the first time in the last decade business is grappling with growth and hence, more focus on ROI in marketing and communication. 

We could see a surge in content consumption across platforms. With NTO and unbundling, broadcasters are also facing a lot of issues. There has been a choice to be made by the media channels to be relevant to the audience, to be selected by the viewers in the packages for distribution and to be selected by the viewers. They have also got into distribution partnerships with other channels to form a bouquet of channels to be selected by the viewers. There has been a huge increment in the regional space, which will keep growing in 2020. 

What are the big changes that you are expecting in 2020?
Accent will be on need to grow business with smart analytics/ AI and Machine Learning. Brand building will also be more pronounced to create and sustain long-term advantage for the business, while ensuring short-term cycle management. Content will be created to be screen neutral and will have the highest impact in the fight for eyeballs. Audience will be spoilt for choice on the content to be consumed and time spent on the content. 

How has consumer behaviour changed with the introduction of tech-based marketing?
No doubt there has been a paradigm shift in marketing to the millennials and the Next Gen. The consumer today is inundated with a lot of information and messaging from brands. These consumers have become more discerning and they form a captive audience of conspicuous consumption. Amazon, Netflix, Instagram, Facebook, Uber, Ola – have all changed the way people think and behave. It’s an experiential generation, who believes in the “now”. Customers are enjoying and getting used to freebies from the tech-based marketers. 

Are we expected to see some big shifts around data regulation in India? How will it affect business?
Yes, Facebook paid over $5 billion fine last fiscal owing to huge lapses. California is also passing a digital law in 2020. We have seen a spate of activation in Europe as well. European companies in India are already following GDPR norms. This cycle is good as India should benefit, but in its current form BN Srikrishna has criticised the revised draft that it has the ability to turn the same into Orwelian State. We need to evolve on the Bill from here. 

How do you anticipate the AdEx growth across platforms in 2020?
TV will continue to grow due to the growth opportunity of 100 million households in HSM markets at ~10-12 per cent. Digital has been growing at a steady pace of 25-30 per cent and will continue to gain the maximum. Print will be stable or could drop ~1 per cent. Radio will grow at 4-5 per cent as it is expanding to more markets. OOH will grow at 7-8 per cent on the back of increasing level of experiential marketing.