Week at a glance: Trends that will dominate in 2022; First party data; Personalisation

“Brands must invest in a privacy safe environment to enrich their first party data”

The pandemic has definitely changed the way marketers are approaching brand and performance marketing. Some of the shifts have been momentary as a reaction to the crisis and some will be everlasting, believes Deep Singh, Vice President, Strategy, PHD India. 

The term ‘personalisation’ has become the most indispensable strategy: Alok Pandey

For Alok Pandey, Vice President - Sales & Marketing at Xapads Media, a smartphone is both the “present” and the “future”, a human’s assistant. The practice of assisting omnichannel users with their mobile searches has enabled advertisers to blend physical commerce with apps, he writes. 

Reliance Retail picks up 25.8% stake in Dunzo for $200 mn

In addition to the funding, Dunzo and Reliance Retail will also enter into certain business partnerships. Dunzo will enable hyperlocal logistics for the retail stores operated by Reliance Retail, further adding onto Reliance Retail’s omni-channel capabilities. Dunzo will also facilitate last mile deliveries for JioMart’s merchant network.

Multiple brand collaborations: ‘83’ shows how to do it right

It’s not surprising to see the array of brands associating with ‘83’. For perimeter branding, in-film affiliations, and out-of-film placement, the film has roped in over 35 brands, including Toothsi, which has a co-branded agreement with the film, as well as Nestle, Rupa, and Finolex, which have in-film placements.

Zee English saw a surge in viewership and growth in 2021: Rishi Parekh

The year 2022 has been really great for the English clusters, he says. In an interview with Adgully, Pareksh says that over the years, the cluster has truly positioned itself as the one-stop destination for international content and the global template has worked for the Indian market. He is bullish about 2022. “We project an uptrend in English viewership in the coming year and are hopeful that we can ride that wave. We have lined up a slew of content offerings in the coming year to aid this process,” he says. 

Digital marketing trends to look out for in 2022

All of these moments speak of one thing in terms of online presence: technological change is the new constant. With so much happening around us already, let’s look at some of the exciting developments which will change the way we see digital marketing in 2022.

How geared is the PR industry for the rollercoster ride ahead in 2022?

While there are several estimates that are floating around about the size of the Indian PR industry, according to a reliable report, it is pegged at over Rs 2,000 crore and growing at about 12%. From legacy organisations to the newest start-ups, PR has become a trusted business partner to steer the company ahead. Let us look at what are some of the challenges that the PR industry will have to grapple with as we move into 2022. 

In 2022, creators will come on TV. Here’s why

With the rise of the creator, a huge trend started in utilising them monetarily, which brings us to the term: creator economy. This means that a completely new market boomed, covering creators and their communities.

How to reduce cyber vulnerabilities in the digital era

In this article, Dr Robert Blumofe, Executive Vice President and Chief Technology Officer, Akamai Technologies, highlights some of the key cyber security issues that are expected to dominate in 2022.

Top digital trends that will dominate in 2022

After two years of pandemic-influenced growth, digital is poised for another blockbuster year. According to GroupM’s ‘This Year Next Year 2021’ report, digital advertising accounted for 64.4% of all advertising in 2021, up from 60.5% in 2020. Alphabet, Meta and Amazon account for 80-90% of the global total. Adgully spoke to a cross-section of industry experts to find out about the key trends that will dominate Digital in 2022.

Top marketing trends to watch out for in 2022

If we look at the marketing industry, it witnessed its own set of overhauls as the country fought the COVID-19 pandemic in innumerable ways. Marketers were forced toadapt to the new reality and come up withinnovative methods to do more within fewer budgets. Be it running from an emotional standpoint or catching the moment, industry leaders have leveraged various ways to adapt to new-age marketing skills. 

2022 will be the year of “I.M.P.A.C.T.” Marketing

The year 2022 is likely to witness continued innovation at an intersection of digital channels, content formats, and more authentic brand messaging. We suggest that brands look at the following six key trends to craft impactful marketing and advertising strategy in the new year. 

Trends that could go sideways

But what about some trends that can go sideways? These are essentially harbingers of a likely big change, but could get impacted if a few things fall or don’t fall in place. Amit Adarkar, CEO, Ipsos India, presents his take on three such trends that could go sideways

"Zee Hindustan’s poll programming will be fact-driven from the ground"

In conversation with Adgully, Purushottam Vaishnava, CEO, ZEE Hindustan, speaks about the channel’s plans to cover the upcoming assembly elections in five states, with a special emphasis on the UP elections, their strategy to engage the viewers and much more.

Communications became a strategic business driver in 2020: Prachi Singh, Yahoo

In conversation with Adgully, Prachi Singh, Director, Communications, APAC, Yahoo, speaks about how perceptions about PR has changed over the years, and more so during the pandemic period, more involvement in brand communication and the ways to measure and track across the PR spectrum. 

Kids today are seamlessly making a transition of pedagogy from offline to online

For Leena Lele Dutta, Business Head - Kids’ Genre, Sony Pictures Networks India, 2021 was one of the most insightful years as she also got to spend time with her kids, learning about the shift in their behaviour and lifestyle. Kids today are digital natives who are seamlessly making a transition of pedagogy from offline to online, she writes. 

HDFC Securities is looking at going big on YouTube: Navanil Sengupta

Speaking to Adgully for their column Talking Insights, Navanil Sengupta, AVP & Head, Brand, Content and Corporate Communication, HDFC Securities, speaks about the thought behind their digital campaign # FaydeKeFeatures, creating differentiation, engaging consumers and more. 

AI-ML will continue to play an important in the programming cycle: Siddhartha Roy

In conversation with Adgully, Siddhartha Roy, COO, Hungama Digital Media, speaks about how 2021 panned out for Hungama Digital, how AI and ML will continue to be the game changers and much more. 

Premiumization in the Alcobev sector has accelerated during Covid: Vinay Joshi

In an exclusive interaction with Adgully, Vinay Joshi, Marketing Manager – Indian Sub-Continent & Maldives, Brown-Forman, speaks about the brand’s legacy since its launch, marketing strategies planned for 2022, upcoming launches and more. 

“Women leaders can groom themselves when put in a tough position”

In conversation with Adgully, Mayura Shreyams Kumar, Director, Club FM and Digital Business, Mathrubhumi Group, speaks about the strengths that women have shown in handling crisis during the pandemic times, gender sensitivity in the new normal and more.

Virat Kohli leads sports celebs with 18% share of ads during ICC T20 WC 2021: TAM AdEx

During ICC T20 WC’21, the overall number of celebrities saw a significant rise of 33%, compared to ICC T20 WC’16. Count of advertisers utilising celebrity endorsement increased by 17% during ICC T20 WC’21, compared to ICC T20 WC’16. Film Actor and Sports Personality together accounted for 82% ad volume share of the celebrity endorsed ads in ICC T20 WC’21. 

TRAI asks Tamil Nadu cable TV body to drop its legal notice

In a letter dated January 4, 2021, the sector watchdog wrote to the legal counsel for the Tamil Nadu-based cable TV operators group, saying, "In light of the Trai's letter dated November 10, 2021, M/s Star India Private Limited (broadcaster) has intimated about deferment of all changes made in its revised Reference Interconnect Offer (RIO) filed on October 15, 2021, and added that in view of the foregoing, you are, therefore, advised "to withdraw the legal notice against TRAI.

Ad veteran Gerson da Cunha passes away in Mumbai

He started his career as a journalist with the Press Trust of India, before making a move to advertising. He later became involved in civic and social activism. He had been associated with several CSR initiatives and public awareness campaigns both at the state and national levels with the Government of India. He also took a lot of personal interest in the development of Mumbai city and was a member of the governing board of Mumbai First, a not-for-profit organisation set up by India’s industry leaders 25 years ago under public-private participation.

Eurosport India Acquires Broadcast Rights For AFC Women’s Asian Cup

AFC Women’s Asian Cup 2022 campaign will kick off on 20th January with China locking horns with Chinese Taipei. Hosts India will play their opening game against Iran on the same day as they aim to gather home points to seal the top spot on the opening day.

Ad-Vantage Quiz Wk 18: SastaSundar, Virgil Abloh & Cannabis in clothes

Being at the forefront of advertising and media news coverage for over a decade, Adgully has launched an engaging quiz contest to reward readers who closely follow developments in the Advertising and Marketing domain. Our quizmaster, Rajiv Gopinath, Chief Client Officer, Starcom, will share 10 topical questions every week on the latest developments in Business, Advertising and Brands.


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