The seventh edition of the exchange4media Content Jam Conference, being held in Mumbai today, offered a glimpse into the Mindshare-e4m Content Marketing Trends Report. The report is the first of its kind initiative by Mindshare and is set to be unveiled in a few weeks. ShashankSrivastava, Senior Executive Director - Marketing & Sales, Maruti Suzuki; Amin Lakhani, CEO, Mindshare South Asia, and Nawal Ahuja, Co-founder, exchange4media, and Ajay Mehta, SVP, Mindshare were present during the unveiling of the report preview.
While speaking at the event, marketing mavenSrivastava said that there was a time when TVC or print ads were the only two ways in which brands could communicate with consumers. Usually, it was through a 30-second ad.
“Technology is enabling consumers. The culture itself is changing and consumers need to be engaged not just at a point of time, but across different formats. We have different media platforms that makes the consumer spoilt for choice. How does a marketer communicate? It can be personalized. So different formats have emerged, apart from the 30-second TVC, which still continues. But now you have three-second bumper ads, you have 30-second and three-minute formats. You can even have a three-month association with things like tournaments or events,” he noted.
“Engagement through content is what this report talks about in detail. And it's very apt and timely because content marketing has become the most important aspect for any marketer. And I think it's good that we see Content Marketing Trends through this report. So thank you very much and I'm sure this will be of great use for all marketers, and I'm looking forward to the detailed report,” addedSrivastava.
For his part, Lakhani said he was overwhelmed to launch a report in the presence of one of their senior-most clients who was supporting them in this first-ever initiative by Mindshare. “They keep saying that one needs to walk the talk. But through this report, Mindshare for the first time is talking the walk. The report has 100-plus branded content professionals across all our offices who observe this space day in and day out, bringing their observations through the most relevant trends.”
“I call this specifically most relevant because everything that is new may not be relevant. Through this report, we are trying to bring together the most relevant trends,” he added.
“What we are also trying to do is to put science into this entire field. The plan is to build momentum and to build our thoughts going forward in the years to come. So I think that is what the report is going to be talking about. It's a great opportunity for all brands who really want to go out there and deepen their engagement with consumers through great storytelling, through great technology, and building great experiences. That is our humble attempt behind coming out with this report,” said Lakhani, adding that he looked forward to the audience’s thoughts on the report.
