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