MxMIndia

Author: mxmadmin

  • In the third of our four-part series generated by ChatGPT…

    ChatGPT on what Adsales Professionals must do to Stay Relevant (& make money)

    Over the last two days, we have carried articles ‘generated’ by ChatGPT on what advertising and news journalism professionals must do to continue to stay relevant and make money. As part of this four-part series we asked ChatGPT on what advertising sales professionals ought to be doing.

     

    Here goes:

    Advertising sales professionals are an integral part of the advertising industry. They are responsible for generating revenue through the sale of advertising space or time to businesses and organizations. However, the advertising landscape has changed significantly over the past few years, and advertising sales professionals must adapt to these changes in order to continue to be relevant and make money.

     

    Here are some things that advertising sales professionals can do to remain relevant and make money in today’s advertising industry:

    1. Keep up with industry trends and developments: The advertising industry is constantly evolving, and advertising sales professionals must keep up with the latest trends and developments. This includes staying up-to-date with new advertising platforms, such as social media, and understanding how consumers are interacting with these platforms. It also means keeping abreast of changes in advertising regulations, such as privacy laws and advertising standards.

    2. Develop a deep understanding of your clients’ businesses: To be successful in advertising sales, it’s important to develop a deep understanding of your clients’ businesses. This includes understanding their target audience, their marketing goals, and their budget. By understanding your clients’ businesses, you can better tailor your advertising solutions to meet their needs and provide them with more effective advertising options.

    3. Offer targeted advertising solutions: Targeted advertising has become increasingly important in today’s advertising landscape. With the rise of digital advertising, it’s now possible to target specific demographics, interests, and behaviors. Advertising sales professionals should be familiar with these targeting options and be able to offer them to their clients. By offering targeted advertising solutions, you can provide your clients with more effective advertising options and help them reach their desired audience more efficiently.

    4. Embrace digital advertising: Digital advertising has become a dominant force in the advertising industry. Advertising sales professionals must be familiar with digital advertising platforms, such as Google Ads, Facebook Ads, and programmatic advertising. By embracing digital advertising, you can provide your clients with a broader range of advertising options and help them reach their audience more effectively.

    5. Build strong relationships with clients: Building strong relationships with clients is key to success in advertising sales. This involves not only providing them with effective advertising solutions but also building trust and rapport. By building strong relationships with your clients, you can increase client retention and generate more business through referrals.

    6. Leverage data and analytics: Data and analytics have become increasingly important in advertising sales. Advertising sales professionals should be familiar with data analysis tools and be able to use data to inform their advertising solutions. By leveraging data and analytics, you can provide your clients with more effective advertising options and help them achieve their marketing goals more efficiently.

    7. Develop strong communication and negotiation skills: Communication and negotiation skills are essential in advertising sales. Advertising sales professionals must be able to effectively communicate the value of their advertising solutions to clients and negotiate pricing and contracts. By developing strong communication and negotiation skills, you can increase your sales and generate more revenue for your business.

     

    In conclusion, advertising sales professionals must adapt to the changing advertising landscape to remain relevant and make money. This includes staying up-to-date with industry trends and developments, offering targeted advertising solutions, embracing digital advertising, building strong relationships with clients, leveraging data and analytics, and developing strong communication and negotiation skills. By doing so, advertising sales professionals can continue to provide value to their clients and generate revenue for their businesses. 

     

    Tomorrow: What marketers must do to continue to be relevant and make money

     

  • Exhorts behaviour change to ensure Net Zero emission target by 2070

    Tata Power & News18 release film on sustainability

    By Our Staff

     

    Tata Power and News18 had released a film on television and digital platforms on Earth Day 2023, to promote the theme of “Invest in our planet”.

     

    Set in Ladakh, the film depicts how solar power is leading to a future of great possibilities, and inspires us all to ‘switch to’ greener options, without being worried about ‘switching off.’ Tata Power exhorts all Indians to invest in the planet by adopting clean energy and #DePowerKoGreenSignal.

     

    Said Jyoti Kumar Bansal, Chief – Brand & Communications, Tata Power: “This Earth Day, we want to reinforce how Solar power is lighting up lives across the country and taking ahead India’s vision of clean energy transition. The film showcases this effectively.  With this motivational film, Tata Power is underlining its ‘Sustainable is Attainable’ movement – highlighting how it is working to make adoption of sustainable products and services easy and affordable for both Corporate India and consumers, and how that is spurring behaviour change. “In line with Mission LiFE introduced by the Hon’ble Prime Minister Shri Narendra Modi, the movement is taking the discussion around sustainability into our daily lives and Tata Power is proud to be leading this conversation.”

     

    Added Sidharth Saini, Senior Vice President, Network 18 Studio: “This film is an effort to amplify the power of solar, showcase how easy it is for us to switch to an alternative source for our energy needs, and encourage behaviour change, in keeping with goals of our initiative ‘Sustainable is Attainable’. We hope that our audience finds the messaging heartfelt and, more importantly, that the film inspires them the way it does us.”

     

  • For on-going brand and communication development

    Tilt Brand Solutions partners with Kohler

    By Our Staff

     

    Kohler India, manufacturers of kitchen and bath products, has tasked Tilt Brand Solutions to help it build and grow the brand. Tilt Brand Solutions is a part of Quotient Ventures.

     

    Said Parveen Gupta, Head Marketing, Kohler India: “The most admired and recommended international brand in the bathroom industry, Kohler continues to invest in brand building efforts, so as to showcase Kohler’s design leadership and bring alive a unique and innovative product proposition for consumers. Tilt Brand Solutions with its robust strategic approach and a proven track record of creating clutter-breaking creative solutions makes this a great partnership.”

     

    Added Rajiv Chatterjee, Co-founder & Group Chief Growth Officer, Quotient Ventures: “It is an exciting moment for us as we embark on this journey, to build for a global giant like Kohler, deeper roots in India. Kohler has entrusted us to help build and strengthen their exciting brand; and we are both thrilled about and grateful for the faith placed in us.”

     

  • As Jury Chair for AV Cinema, TV, Digital OTT Category, Video Craft, and Out of Home and Ambient category respectively

    P G Aditiya, Guneet Monga & Mangesh Rane also Jury Chairs for Abby 2023

    By Our Staff

     

    P G Aditiya, co-founder and CCO of Talented, Guneet Monga, Founder of Sikhya Entertainment and Mangesh Rane, Founder and Creative Director, Open Strategy and Design, join as Jury Chair for AV Cinema, TV, Digital OTT Category, Video Craft, and Out of Home and Ambient category respectively, at the Abby One Show Awards 2023.

     

    Said Aditiya: “I am thrilled to watch, critique and recognise the best work from film which is such a team sport with an equally incredible team of jurors at this year’s Abby One Show awards.”

     

    Added Monga: “I am happy to be associated with Abby One Show Awards Jury of Video Craft. I am sure with so much talent in India we can hope to raise the bar of excellence.”

     

    Said Rane: “Abby is a grand celebration of not just what we have done, but what we want to become.”

     

  • Creatives executed by Leo Burnett

    Saif is brand ambassador for Lay’s Gourmet

    By Our Staff

     

    Lay’s potato chips has roped in actor Saif Ali Khan as brand ambassador for its premium range slow-cooked kettle chips Lay’s Gourmet. A TVC showcasing Lay’s Gourmet chips as a flavour of the actor’s fine taste has been unveiled. He will continue to be a pivotal part of all future Lay’s Gourmet campaigns.

     

    Said Shailja Joshi, Director-Marketing, Potato Chips Category, PepsiCo India: “We are thrilled to welcome Saif once again as a member of the Lay’s family, this time as the face of our range of slow-cooked premium kettle chips, Lay’s Gourmet. His impeccable taste and refined choices in life make him the perfect partner to showcase the crafted experience of Lay’s Gourmet. Our new TV commercial seamlessly establishes this correlation as it gives a sneak peek into what actually defines Saif as the connoisseur of finer things. We’re confident that our fans will embrace him as the face of Lay’s Gourmet, just like they’ve been savouring the well-deserved experience and rich taste of these delightful chips.”

     

    Added Rajdeepak Das, CEO & Chief Creative Officer, South Asia, Leo Burnett: “When we think of royalty, we often associate it with opulence and grandeur. However, true royalty is characterized by a focus on quality and perfection, which is precisely what makes Lay’s Gourmet stand out. Crafted from fine ingredients, each chip is a testament to the pursuit of the best flavour and experience. And who better than the Nawab of Pataudi himself, Saif Ali Khan, who embodies the spirit of quality and sophistication, to bring alive the experience of Lays Gourmet.”

     

  • To offer a variety of engaging casual mobile games

    Qyou Media launches mobile gaming app

    By Our Staff

     

    Qyou Media India has launched the Q GamesMela, its first direct-to-consumer casual mobile gaming app. It will offer a variety of casual mobile games and can be downloaded from the Google Play store for Android phone users.

     

    Said Curt Marvis, CEO and Co-Founder, Qyou Media Inc: “We are thrilled that our first gaming product is hitting the market only three months after we closed our acquisition of Maxamtech. We remain confident that fans of Q-branded content offerings across India are perfectly suited to become customers of our gaming products. In addition, with recently developed data mining capabilities taking shape we look to truly begin to leverage our audience data and influencer marketing capabilities to maximize stickiness and overall revenue generation. We view today as the kick-off of an entirely new revenue vertical for our business in India.”

     

    Added Xerxes Mullan, Founder, Maxamtech Digital Ventures: “This is exactly why we were so excited about joining the Qyou Media family. It provides a unique opportunity to get products to market quickly and with the ability to reach the right audience and build momentum.  We have many more exciting plans going forward to grow the gaming business across a variety of user segments and business models. Q GamesMela is only the beginning!”

     

  • Will another creative renaissance of advertising ever happen? That depends on where the AI revolution takes marcom, writes Ashoke Agarrwal

    The Creative School that Saved Advertising

     

     

    By Ashoke Agarrwal

     

    Ashoke AgarrwalThere was a phase in the late fifties when advertising in the US was in crisis. After decades of high growth, business and people, in general, had begun to sour on the advertising industry, seeing them as a bunch of mediocrities pushing product features – “reasons why to buy” in a ho-hum fashion. As a result, marketers began wondering whether they were better off spending their advertising budgets on other marketing mix elements. In this scenario, ad professionals with a different view of the creative function in advertising rescued the advertising business. As a result, in the decade of the sixties and the seventies, advertising in the US was at the peak of its centrality to business and culture.

     

    What creative school led to the renaissance in advertising in the sixties and the seventies?

     

    Samuel W. Franklin, in his book, “The Cult of Creativity: A Surprisingly Recent History”, traces the emergence of creativity as a societally desired trait in individuals. As his book’s title suggests, he found that the history goes back to the post-WWII era. The US emerged as an economic and military superpower after WWII. It built a consumerist society in direct contrast to the system its rival USSR was building. However, the race with the USSR was tight as the late fifties rolled in. The launch of Sputnik in 1957 increased the unease in the US.

     

    How was the US to prove the superiority of a free, democratic society over the regimented ranks powering the USSR? One idea was to assert that an individual’s freedom in the US was conducive to him being more productive and happier because it helped them tap into their intrinsic creativity.

     

    In the forties and the early fifties, creativity researchers focused on the Great Man theory – the Einsteins and the Picassos of the world. The idea was that creativity was the province of the few and was demonstrated only by producing great works.

     

    The need to make creativity the happiness and productivity-enhancing engine of a free democratic society led to what Franklin terms the “democratisation of creativity”.

     

    The first school of creativity that emerged from this democratisation of creativity hypothesised that a key to creative ability was a fairly pedestrian cognitive ability called “divergent thinking”. Divergent thinking had three dimensions – fluency, originality and feasibility. All society needed to do for creativity to flower in its people was give people the means to practice and perfect divergent thinking in their professional and personal lives. And the leading evangelist of the idea that everyone can be a divergent thinker and, therefore, creative came from the advertising world – Alexander Faickney Osborn – the O of the ad agency BBDO. Osborn invented and promoted the technique of brainstorming. His bible on divergent thinking and brainstorming – ‘Applied Imagination: Principles and Procedures of Problem-Solving’  published in 1953, is still in print and has many followers. Osborn also set up the Creative Education Foundation and the Creative Problem-Solving Foundation.

     

    The crisis that the US advertising industry faced was likely a result of applying the divergent thinking process to develop ‘reasons to use’ advertising—leading to hackneyed, me-too creative work that failed to differentiate in the public minds products in a particular category from each other.

     

    Away from the school of divergent thinking and frankly contemptuous of it was a school of psychologists, among them Frank Barron and Abraham Maslow, who believed that creativity was an act of self-actualisation. It was the result of achieving a psychological balance. According to Frank Barron, a person reaches their creative self when they accomplish this balance. Such persons score high on self-confidence, independence, curiosity and work ethic. The inner balance prevents the creative persons’ high self-confidence from spilling over into arrogance and is offset by honest self-assessment. In Barron’s research, the creative person tests high on “ego strength” that allows them to access irrational and erotic energies without yielding to bizarre, hedonistic, and self-destructive behaviors. Barron described the creative person as a productive amalgamation of opposites – both “more primitive and more cultured, more destructive and more constructive, crazier and saner than the average person”.

     

    This philosophy equates creativity with self-actualisation and the flowering of the inner self that led to the renaissance of advertising in the US in the 1960s and the early seventies. This approach to creativity drove the greats of the advertising renaissance – the Bernbachs and the Ogilvys. They based their advertising on more profound psychological principles than the then over-used “reasons to buy” approach. People don’t just buy products; they buy ideas about products. So, they sought to create advertising that imbued brands with meaning: meanings which, with a wink and a nod, put the target on the same self-actualization path as the creator/s of the advertising.

     

    In a way, the receiver of the advertising message became one of its creators as she decoded the message’s meaning. Bernbach’s path-breaking campaign for the VW Beetle was a prime example of such advertising. It went beyond the banality of car advertising in the 50 and 60s, which extolled souped-up engines and tail fins. The VW Beetle campaign imbued the brand VW with a counterculture that sought self-actualisation by means other than the material. In that sense, the consumer of the VW Beetle campaign was as much the creator of the meaning of the campaign as Bernbach, and his team were. In that sense, the advertising of the sixties and the seventies spread the gospel of creativity far and wide. The 1984 ad by Apple and the Nike “Just Do It’ campaigns came from the same mould.

     

    In my five decades in the advertising business in India, I saw a creative renaissance in advertising with the coming of the TV revolution. The Hamara Bajaj, Mile Sur Hamara Tumarah public service campaign and the Titan watches campaigns tapped into rich veins of meaning. Also, in my experience of interacting with creative people in advertising, the best were Renaissance men – well-read, well-rounded personalities—for example, the late Geoffery Frost of FCB, Chicago and later Nike. Geoffrey’s interests ran far and wide with a persona that was eager to engage as a lifelong student of people with anyone – high or low.

     

    In the post-modern world, creativity has come to occupy a central place beyond what the Cold War warriors of the 1950s and sixties had envisaged. As a result, a new class of elites has emerged over the past few decades – The Creative Class. In his 2002 book, “Rise of the Creative Class: And How It’s Transforming Work, Leisure, Community and Everyday Life.”, Richard Florida argued that the new dominant group in society are those who create new ideas, new technology or new creative content, including scientists, engineers, teachers and even bankers with a “super creative core” of artists, writers, designers, filmmakers, architects and the sort.

     

    The broader definition of the creative class is a significant shift away from the branding of creatives as eccentrics and nonconformists, people viewed as bizarre mavericks operating at the bohemian fringe. Instead, today “the creative class”, as defined by Richard Florida, is the very heart of the process of innovation and economic growth.

     

    In their way, the Bernbachs and the Ogilvys were at the vanguard of the movement that catalysed this change.

     

    Where is advertising today in the pecking order of the creative class? Quite likely far from the top. In the eighties advertising, as economic turmoil hit the world, advertising slid back to its hardsell days. A few decades later, the digital and social media revolution has made the creative side of advertising the handmaiden of martech and adtech as armies of cubicle warriors fight the performance marketing wars. So, will another creative renaissance of advertising ever come about? That would depend on where the AI revolution takes marketing communication. If AI platforms take over the drudgery of performance marketing, it could present the opportunity for creative minds to enter the advertising industry and build creative resonance with the creative selves of consumers on behalf of brands once again. But, on the other hand, AI could so wholly take over marketing with a brand’s AI engines in conversation with an individual’s personal AI engine (read my column AI, B2I and CI and Advertising’  published by MxMIndia on November 24, 2022, for my take on this scenario) then the creativity in the advertising industry will mostly be in the technology arena and not in the gestalt where individual psychology intersects with cultural memes.

     

  • To drive content growth strategy for all digital offerings of the Group

    HT Media appoints Binoy Prabhakar as CCO

    By Our Staff

     

    Binoy Prabhakar
    Binoy Prabhakar

    HT Media Group has announced the appointment of Binoy Prabhakar as its new Chief Content Officer of HT Digital. Prabhakar’s role will be pivotal in driving the content growth strategy for all digital offerings of the Group and retaining the leadership of its news sites through quality and credible content.

     

    Prior to joining HT Media Group, Prabhakar served as the Executive Editor at Moneycontrol. He has also held several senior positions across reputed media houses in India, including The Economic Times, The Indian Express, and The Times of India. He was the founding editor of CNBCTV18.com. Prabhakar started his career with Hindustan Times as a Copy Editor in 2001.

     

    Said Prabhakar: “I am thrilled to join the talented team here to contribute towards empowering our audience through engaging, insightful, and informative content. It is exciting to be a part of the Group, which has a storied journalistic legacy, at a time of growth and innovation, especially centered on the application of AI in journalism.”

     

  • "So where are those breathless high-decibel TV debates on injustice and women's rights," asks Ranjona Banerji

    Ranjona Banerji: Wrestlers? What wrestlers?

    By Ranjona Banerji

     

    Ranjona BanerjiThat the administration and the BJP tried to ignore and suppress the news is only to be expected.

    That media should also do the same thing… Well. It’s intriguing in some ways but totally expected in others. The clue of course is in my first sentence.

    Since last Sunday India’s wrestlers, which include various national and international champions have been sitting at Jantar Mantar in the National Capital in protest against the action and behaviour of Brij Bhushan Sharan Singh, president of the Wrestling Federation of India.

    They have accused Singh of sexual harassment and FIRs have been filed against him. After protests in January, they were assured of action. So far, the Delhi police has not taken their complaint any further and no investigation has been conducted.

    So, to recap: some of India’s prominent medal-winners and promising sportspersons are on the streets, asking for justice against a sexual predator.

    But they have come up against brick walls. In fact, they have received brick bats: PT Usha, iconic Indian athlete and head of the Indian Olympic Association has said that these protests “amount to indiscipline”.

    In that other India, in which we used to live, the media would have had a field day with this. Imagine. Medal-winners on the streets, charges of sexual harassment and government inaction. So where are those breathless high-decibel TV debates on injustice and women’s rights?

    What I didn’t mention is that Brij Bhushan Singh is a member of the BJP.

    Nor am I saying that no media is discussing this.

    https://thewire.in/rights/wrestlers-protests-vinesh-phogat-brij-bhushan-singh-womens-bodies

    But. It has taken time for what should be a prominent story to hit the headlines. And it is nowhere close to dominating the news cycle, in spite of having needed every ingredient.

    Compare the media reaction to India’s premier sportspersons sitting on the road protesting against sexual harassment by a prominent person with connections to the ruling party to the way TV reporters chased a postman outside starlet Rhea Chakraborty’s apartment complex during the Sushant Singh Rajput story. Or how big-name TV anchors jumped on to earthmovers to get a taste of what it feels like to destroy a Muslim home.

    Where is that “journalistic” fervour now? Drowned in obeisance in case any mud sticks to the BJP?

    This craven refusal to take on the BJP… I am running out of words to address it. The Prime Minister of India attends a media conclave and makes a crass joke about suicide. Silence. Wrestlers against sexual harassment. Silence. Hindu religious bodies call for death to minorities – again. Silence. I can keep listing these media anomalies.

    And come up with no answer except either agreement or fear.

    Many members of the general public buy the explanation that it is money that makes the media so pro-BJP. This may be true when it comes to owners. But this is not the first time that governments have threatened the media and yet, we have managed to stand firm against pressure. And when it comes to individual journalists, especially at the senior level, the silence is deafening. It was not so long ago that editors would publicly quit their jobs because of such pressures. How many high profile anchors have you heard of quitting in rage at their principles being compromised.

    None. I know you will name a few in TV, but this happened only when doom was fait accompli. Not when the winds of horror were blowing through newsrooms.

    No, after much deliberation, the only explanation I can come up with is that individual members of today’s mainstream media are in favour of fascism and directly opposed to democracy.

    Let’s see where they take the wrestlers’ protest before we call final judgment?

    Am not holding my breath.

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal.

  • It seems we are in for even more action and excitement in the OTT space than what one originally anticipated, writes Shailesh Kapoor

    Paywall Pangs: The OTT Conundrum

     

     

    By Shailesh Kapoor

     

    Shailesh KapoorHalfway through this year’s IPL, it is evident that the season has been a resounding success. The pandemic led to restrictions related to venues and in-stadia audience capacities, all of which are now a thing of the past. Games in the home-away format is at the heart of any sporting league, and that’s on show this year, for the first time since 2019. Though it’s another matter that Chennai Super Kings fans make even the away stadia look like home venues.

     

    But the biggest change in this year’s IPL is that it can be streamed for free. By choosing to not put IPL behind the paywall, Jio, via its platform JioCinema, has set the cat among the pigeons, so to speak. If one of the most-sought-after content properties in India doesn’t need a paid subscription, then who do platforms with mediocre web-series demand that their audience pay? That’s something many OTT audiences are beginning to think about.

     

    The numbers on JioCinema, as also on Star Sports, look very encouraging. It will be no surprise if peak concurrent viewership on JioCinema crosses the 3.5 Crore mark on the day of the final.

     

    Since the arrival of OTT platforms in India, about six years ago, a large share of media attention has been on the ‘premium’ SVOD business. But the advertiser sentiment has progressively moved from linear television to digital, and a big-ticket property like the IPL being accessible to the wider OTT audience base is a fascinating proposition for marketing managers and media planners.

     

    Of course, JioCinema has plans to launch a paid offering too, for premium entertainment content, including that from HBO. And doing so is their recognition of the potential of a hybrid model, wherein advertiser-funded and subscription-funded content will co-exist.

     

    But the success of IPL on AVOD should be food for thought for Indian OTT platforms who run products that are technologically inferior to the global leaders in this space, but expect audiences to shell out subscription fee for routine content. With YouTube being omnipresent, it’s not going to get any easier for audiences to pay for content, unless both the content and the app experience is truly compelling. And consistently so over a period of time.

     

    Just last month, I wrote in this column that there is unlikely to be a dull moment in the Indian OTT space for a while. But it seems we are in for even more action and excitement that what one originally anticipated.

     

  • So perhaps an incorrectly worded question, but we are playing both the question and answer as is. Here's the April 28 edition of Das ka Dum with Dr Bhaskar Das. Read on…

    Das ka Dum with Dr Bhaskar Das | Every successive May 1 marks the shedding of more staff in our workforces. Sad way to observe Labour Day?!

    Bhaskar DasSo perhaps an incorrectly worded question, but we are playing both the question and answer as is. Here’s the April 28 edition of Das ka Dum with Dr Bhaskar Das. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. Every successive May 1 marks the shedding of more staff in our workforces. Sad way to observe Labour Day?!

     

    A. I don’t think that “every successive May 1, marks the shedding of more staff in our workforces”, as your question refers to (may be it is understood by me wrongly). Having said so, I agree with your articulated sentiments as every other day, one comes across news items that mention “rightsizing” (euphemism for reduction of staff strength due to pressure on bottomlines for businesses). So, your sentiment is valid. The only point I may mention is that news media rarely talks about new recruitments. Management schools have been claiming 100% placements. And some others get new jobs, thanks to start-ups specially, after losing their job. I am not justifying any job loss, but we rarely get the full picture. The glass may not be full empty. So, a celebration of May Day need not be futile and I am sure the tide would turn once the global economic sentiments improve. The show must go on as even this phase would also pass.

     

  • Here's the fourth and concluding part of our four-part series generated by ChatGPT…

    ChatGPT on what Marketers must do to Stay Relevant (& make money)

    Over the last three days, we have carried articles ‘generated’ by ChatGPT on what advertising, news journalism and adsales professionals must do to continue to stay relevant and make money. For the concluding part of this four-part series, we asked ChatGPT on what marketers ought to be doing.

     

    Here goes:

    Marketing is a constantly evolving field, and marketers must adapt to changes in consumer behavior, technology, and the competitive landscape. To remain relevant and make money, marketers must focus on several key strategies.

     

    1. Embrace Technology: Technology has changed the way consumers shop and interact with brands, and marketers must embrace technology to remain competitive. From social media to artificial intelligence, marketers must understand how technology can be used to reach their target audience.

     

    For example, marketers can use AI-powered chatbots to provide personalised customer service to their customers. They can also use data analytics to track customer behaviour and optimise their marketing campaigns. By embracing technology, marketers can streamline their processes and make more informed decisions.

     

    2. Focus on Personalisation:Personalisation is crucial in today’s marketing landscape. Consumers expect personalized experiences and messaging from brands. Marketers must use customer data to personalise their marketing messages and create a more engaging customer experience.

     

    For example, marketers can use customer data to create targeted email campaigns that address the specific needs and interests of their customers. They can also use personalization to create customized product recommendations based on customer behavior.

     

    3. Build Strong Relationships: Building strong relationships with customers is essential for marketers. By building strong relationships, marketers can increase customer loyalty and drive revenue growth. They must be proactive in engaging with customers and responding to their needs and concerns.

     

    Marketers can use social media to build relationships with customers. They can also use customer feedback to improve their products and services. By building strong relationships with customers, marketers can increase customer retention and generate more revenue.

     

    4. Create Quality Content: Content marketing is an essential part of any marketing strategy. Marketers must create high-quality content that is relevant and engaging to their target audience. They must also ensure that their content is optimised for search engines and social media.

     

    For example, marketers can create blog posts, videos, and social media content that addresses the specific needs and interests of their target audience. They can also use search engine optimisation (SEO) techniques to ensure that their content appears at the top of search engine results pages.

     

    5. Use Social Media: Social media has become a vital part of any marketing strategy. Marketers must use social media to reach their target audience and engage with customers. They must also stay up to date with the latest social media trends and algorithms.

     

    For example, marketers can use social media to create targeted advertising campaigns that reach their desired audience. They can also use social media to build relationships with customers and provide customer service.

     

    6. Measure Results: Marketers must measure the results of their marketing campaigns to determine their effectiveness. They need to track key metrics such as customer engagement, sales revenue, and return on investment. By measuring results, marketers can optimise their campaigns and make informed decisions about future marketing initiatives.

     

    Marketers can use analytics tools to measure the effectiveness of their campaigns. They can also conduct customer surveys and focus groups to gather feedback and insights into the customer experience. By measuring results, marketers can make data-driven decisions and improve their marketing strategies.

     

    7. Stay Agile: Marketers must be agile and adaptable to remain relevant. They must be able to pivot their strategies quickly and respond to changes in consumer behaviour and market trends. By staying agile, marketers can capitalize on new opportunities and stay ahead of the competition.

     

    Marketers can stay agile by testing new marketing strategies and tactics on a small scale before implementing them on a larger scale. They can also use agile project management methodologies to quickly respond to changes and adjust their strategies accordingly.

     

    In conclusion, marketers must embrace technology, focus on personalization, build strong relationships, create quality content, use social media, measure results, and stay agile to remain relevant and make money. By following these key strategies, marketers can stay ahead of the competition and drive revenue growth for their businesses. 

     

    Series concluded. Text formatting and some stylistic changes (American to British spellings) done by the MxM team