CONTENT & CONNECTION FOR COLLABORATION WITH ECOSYSTEM

e4m hosted the 4th Edition of IMPACT Digital Influencer Conference 2024, the theme being the C3 Summit: Content, Community, Connection, an annual gathering that brought together brands, influencers, and digital innovators to delve into the intersection of Content, Community, and Connection. With the digital landscape evolving at a rapid pace, the importance of relevant content and cultivating genuine communities has become paramount in modern marketing strategies. This conference explored how organizations can foster long-term relationships with their audiences, build engaged communities, and create content that resonates on a deeper level.

Throughout the summit, attendees had the opportunity to engage in thought-provoking discussions and workshops centered around the latest trends, strategies, and best practices in content marketing, community building, and connection. By examining case studies and real-world examples, participants will gain valuable insights into how they can better connect with their target audiences, nurture meaningful relationships, and develop content that truly speaks to their customers’ needs and interests.

The C3 Summit serves as a platform for attendees to network with like-minded professionals, share experiences, and collaborate on innovative solutions that drive engagement and foster connections in the digital world. By attending this conference, participants left with a wealth of knowledge and practical strategies that they can apply to their own organizations, helping them stay ahead in an ever-changing digital landscape.

The Fireside Chat on topic Content as Culture: Shaping Societies Through Entertainment, with Deepak Dhar, Founder & Group CEO, Banijay Asia & Endemol Shine India with Nawal Ahuja, Co-Founder, e4m delved into the debate on the decline of television viewership, especially in the context of the growing consumption of content from Tier 2 and 3 cities in India. It highlighted perspectives from industry experts who discuss the evolution of media consumption patterns and argue against the notion that television is dying.

Deepak Dhar’s career in the broadcasting industry began as a production runner at Prime Sports in India, which is now known as Star Sports. He then progressed to become a Senior Producer at MTV, a role that paved the way for his future success in the industry.

Dhar’s talent and hard work led him to join Star TV, where he further developed his skills and expertise in the field. In 2006, he made a significant move by joining Endemol India, a company known for its remarkable presence in the entertainment industry.

Over the years, Dhar’s contributions to Endemol India were recognized and appreciated, leading to his promotion to the position of Managing Director and CEO of Endemol Shine India within just three years. This notable achievement is a testament to his dedication, leadership, and vision in the field of broadcasting and entertainment.

Those were fearless days of television. There was no fear of failure or what’s going to happen. Star was the challenger brand back then and not the champion brand. So as a challenger brand you try all punches and that’s what we did. From KBC to the Great Indian Laughter Challenge to Sarabhai vs Sarabhai, most punches really landed well,” Dhar recalled.

In 2006, Dhar made a strategic move by joining Endemol India, a prominent production company known for its impressive track record in the entertainment industry. His talent, leadership, and dedication soon caught the attention of the company’s management, and within a short span of just three years, he was promoted to the positions of Managing Director and CEO of Endemol Shine India.

This rapid rise through the ranks demonstrates Dhar’s exceptional skills, vision, and commitment to excellence in the field of broadcasting and entertainment. His accomplishments at Endemol Shine India have solidified his reputation as a key player and innovator in the industry.

The insights –

Transition in media consumption: With the advent of digital platforms, audiences are increasingly consuming content on various devices, leading to a decline in traditional TV viewership. However, the article points out that TV remains a significant medium for mass entertainment and its reach continues to grow, particularly in Tier 2 and 3 cities.

Role of regional content: The growth of regional content has played a vital role in attracting audiences from smaller cities and towns. As regional channels and shows cater specifically to local tastes and preferences, TV retains its appeal in these markets.

Coexistence of TV and digital platforms: The article suggests that TV and digital platforms can coexist, with each catering to different segments of the audience. While digital platforms attract younger, urban viewers, television remains a popular choice for family entertainment and mass appeal.

Importance of TV in the media mix: Industry experts emphasize the significance of television in the overall media mix for advertisers. TV’s wide reach and ability to generate brand awareness make it a crucial component of marketing strategies, even as digital advertising gains prominence.

In summary, the evolving media landscape in India and suggests that television, although facing challenges from digital platforms, still holds a significant position in the market. The rise in regional content and continued viewership from Tier 2 and 3 cities indicate that TV is far from dying and will continue to play a vital role in media consumption and advertising strategies.

Panel Discussion on Authenticity vs. Algorithms What Really Drives Influence? The panelists Vijay Gupta, Category Head, Male Grooming, Emami Group, Pratik Mazumder, Chief Marketing Officer, Mahindra Holidays & Resorts, Anvesha Poswalia, Head of Digital and OTT Brand Marketing, Shemaroo Entertainment Ltd, Ashish Morone, Executive Vice President & Head of Brand, Marketing Communications & Retail Marketing, HDFC Bank, Ripal Chopda, Chief Marketing Officer, The Sleep Company, Irina Bonich, Marketing Director, Oriflame, moderated by Rubeena Singh, Managing Director, NP Digital, the industry leaders deep-dived into this pertinent question and awakened brands to avoid crossing the line between authenticity and manipulation when using algorithms to reach audiences.

Here are the key takeaways:

Transparency: Companies should be transparent about their data collection practices and how they use algorithms to target consumers. Providing clear information on data privacy and giving consumers control over their data can help build trust.

Ethical data usage: Brands should use consumer data ethically and responsibly. This means avoiding any misuse or exploitation of personal information and using data solely for its intended purpose.

Personalization without intrusion: While personalization can enhance the customer experience, brands must ensure they do not cross the line into intrusive practices. They should use data to create relevant, valuable experiences that respect consumer privacy.

Focus on value: Companies should use algorithms to create value for their audience, such as offering tailored recommendations or solving problems. By prioritizing value, brands can foster positive relationships with consumers.

Monitor and refine algorithms: Companies should continually monitor their algorithms’ performance and adjust them as needed to avoid unintended consequences or biases. Regular evaluation and improvement can help maintain ethical practices.

Invest in consumer education: Brands can educate consumers about how algorithms work and how they use data to improve their offerings. This can help consumers make informed decisions and understand the benefits of data-driven marketing.

Collaborate with stakeholders: Companies should work closely with stakeholders such as policymakers and consumer groups to ensure their practices align with industry standards and regulations.

Create authentic content and leverage algorithms effectively: Use audience insights to create authentic content and leverage algorithms for targeted delivery.Produce high-quality, relevant content that encourages engagement while respecting user privacy.Continually monitor content performance to improve reach and impact while staying true to your brand values.

By following these guidelines, companies can harness the power of algorithms to effectively reach their audience while upholding ethical standards and respecting consumer privacy. This balanced approach can ultimately lead to increased market share, improved customer relationships, and long-term success in the industry.

“Authentic stories connect people. Marketers use storytelling as a tool for content promotion. Relatable stories will connect audiences. Don’t create content just to follow trends; focus on delivering a genuine impact.” ~ Vijay Gupta, Category Head, Male Grooming, Emami Group

“When it comes to influencer marketing, patience is a virtue. Today, for marketers, the biggest challenge is to keep their eyes and ears open to identify potential influencers for their brand.” ~ Pratik Mazumder, Chief Marketing Officer, Mahindra Holidays & Resorts

“Creating content is all about ‘here and now.’ But it should be balanced with a long-term vision. The focus should be on understanding consumers and amplifying that connection. Influencers and platforms are merely delivery channels— what matters is how to connect with the audience.” ~ Anvesha Poswalia, Head of Digital and OTT Brand Marketing, Shemaroo Entertainment Ltd.

“At different points in time, authentic content is important, while at other times, the algorithm plays a key role. Create authentic content but leverage the algorithm to deliver it effectively.” ~ Ashish Morone, Executive Vice President & Head of Brand, Marketing Communications & Retail Marketing, HDFC Bank

“The algorithm has changed over the last three years. Things are so dynamic that you can’t stick to one strategy; you have to keep coming up with something new.” ~ Irina Bonich, Marketing Director, Oriflame

“Personally, I see short-form content as placing billboards in the woods. There’s so much of it that unless it’s actively promoted, it goes unnoticed. It’s a challenging cycle for marketers because it generates more engagement and algorithms promote it.” ~ Rubeena Singh, Managing Director, NP Digital