PGDM FIRST YEAR PROJECT- Welingkar Institute of Management Development & Research

1. Project –WeLike
WeTube WeLounge NewsWire

2. WeTube
Digital
Direct
Marketing
Branding
Basics
Internet
Marketing
Social
Media and
Pricing
Advantage
New Product
Development

3. - By Prof. Ashish Hathi
Definition
" It is an interactive system of Marketing which uses one or more Digital
Media to effect a measurable response and/or transaction at any
location”.
A unsolicited communication
From Seller to Prospects
Built in Response (Lead generation)
Monitoring Mechanism planned
Tap the maximum of Customer's Life Time Value
Digital Direct Marketing

4. Digital Direct Marketing
Key features of Digital Direct Marketing
Built in Response
SMS (e.g. : DID space yourname to 56594)
QR Code Scanning
Social Media Facebook,
Instagram etc.
Special Software - TOI ALIVE
Specific URL
A special 800 number for respondent to call
Monitoring Mechanism
SMS - No. of SMS received
Emails : Orders Received
Hit Rate/ Visitors Page/Video Reviews
Age-Analysis
Specific URL Statistics

5. Digital Direct Marketing
Digital Marketing Methods
Direct Response
Advertising, Tele-marketing - Mobile Only
Television
Marketing Online Marketing
Advantages
Large & Specific profile
Audience is targeted
Effective Medium for Lead Generation and
Acquisition
Good Medium for Generating Word of Mouth
Cost of response likely to be low/very low
Limitations
Testing is not possible but can be worked out
LEAD Time get response is higher
High Cost per Thousand
Response Management scale needs to be
determined in Advance

6. Branding Basics
- By Prof. Ashish Hathi
Branding is a very important aspect in Marketing. It helps the Seller as well as the Buyer.
Brand :- Brand is a name, term, sign, symbol, design or unifying combinations of these
intended to identify the goods or services of a seller or group of sellers and to differentiate
them from those of the competitors.
Brands are creating and sustaining the customer value i.e. buying a product for the first time
and then repeatedly buying the same product and also customer gets value for the money
paid.
Brands do so by consistently providing and repeatedly providing an ideal combination of
Attributes such as Tangible and Intangible, Practical and Symbolic, Visible and Invisible
Brands are cultures that circulate in society as conventional stories! E.g. : Pepsi Co., Bisleri,
Maggi etc.

7. Branding Basics
Brand Components
Attributes
Benefits Value
Culture
Personality
Users
Fig 1.1 DHL and Brand Components

8. Branding Basics
Brand Depth
Brand Depth is very important to sustain competition and innovations.
There are two types of Brand Depth
1. Deep Brand Depth :- Companies with Deep Brand cannot be destabilized such
companies are mostly market leaders for the particular brand segment.
E.g. : Bisleri, ChiragDin.
2. Shallow Brand Depth :- Companies with Shallow brand depth will always have fear
of destabilizing.

9. Constituents of Brand Depth
Brand Awareness
Brand Acceptance
Brand Preference
Brand Loyalty
Brand Equity
All these constituents of Brand Depth determine the Brand Portfolio
Branding Basics
Brand Depth

10. Internet is Worldwide Network of Computers.
The Fastest and Cheapest means of Communication medium in the world
with Global Reach.
More than 10 Billion Users around the world and still growing every
second.
More than 350 million hosts and 3000 million pages of information and
growing every minute.
Internet Marketing
What is Internet ?

11. Internet is Great Leveler
Internet is Marketing Channel
Internet is a Distributing Channel
Internet increases Business Efficiency
Internet is a Business Implementation Tool
Internet Marketing
What is Internet ?
What sets apart Internet ?
The only medium to offer interactivity with the Client / Consumer in the real
sense resulting in Highly Focused Audience Coverage and Involvement

12. Display Advertising
E-mail Marketing
E-mail Marketing Software
Interactive Advertising
Social Media Optimization
Affiliate Marketing
Searching Engine Optimization
Internet Marketing
Components of Internet Marketing

13. Internet Marketing
Display Advertising
Display Advertising is graphical advertising on the World
Wide Web that typically contains text, logos,photographs
or other images and appears
Next to content on web pages in many forms, including
web banners, messenger applications, email etc.
Email Advertising
E-mail Marketing is a form of direct marketing which uses
electronic mail as a means of communicating commercial
messages to an audience. Sending e-mails with the
purpose of enhancing the relationship of a merchant with
current.

14. Social Media comprises of Network of Family, Friends,
Acquaintances & Work Associates.
Your Networks & Networks of your Connections
E.g. Facebook, Twitter – Sharing of Chats,Videos,Games etc.
Social Media and Pricing Advantage
- Prof. Suruchi Yadav

15. Ease
Speed
Reach
Reliability
Cost Effective
Social Media and Pricing Advantage
Key Components

16. Social Media Websites like Facebook, Twitter, Instagram are very
much cost effective as posting a content about a Product/Service is
completely free
It is very fast as millions of users can view the post at the same time
If a Consumer like the products or service they then can even share
with their Friends and Colleagues on various networks as well.
Therefore social media advertisements has become the most
effective way of marketing the products
Social Media and Pricing Advantage
Cost Effectiveness and Price Advantage

17. Online shopping has reduced the cost as physical stores have a
Overheads, Rent, Salaries, Upkeep etc.
Due to InApp display of products and sales, cost have reduced as all
the external showroom maintenance and Salesmen costs free now.
Online Shopping Sites likes Amazon, Flipkart, Snapdeal, Jabong
provide many offers in terms of Delivery Charge waivers, 50%
Discount Sale due to cost effectiveness
Social Media and Pricing Advantage
Cost Effectiveness and Price Advantage

18. New Product Development
New product development (NPD) is the process of bringing a new
product to the marketplace. Your business may need to engage in this
process due to changes in consumer preferences, increasing
competition and advances in technology or to capitalize on
a new opportunity.

19. 1. New-to-the-world-products-Products that are new inventions –Google
TV,Sony Personal 3D viewer
2. New category entries-Products that take the firm into a new category
.Pureit
3. Additions to product lines-Products that are line extensions to current
markets-Dove shampoo.
4. Product improvements-Current products made better-3G cellphones
5. Repositionings-Products targeted for new use or application –Aloe
vera,sandalwood.
New Product Development

20. New products tends to succeed with…
• Product superiority and high quality –Digital audio.
• Economic advantage to user-digital cameras.
• Overall company and development project fit Godrej
in furniture.
• Technological requirements fit the company –Apple.
• Customers know and trust the company-Sony.
New Product Development

21. • Identified market need,growth and size Convenience
cameras,handicam.
• Competitive opportunity or niche market +cell phone
• A well defined opportunity –ISD calling cards.
• A business acting on a market –driven process –
securities buying on cell phones.
• Excellence in customer service –LG.
New Product Development

22. WeLounge

23. Chaitanya Chinchlikar
Vice President Business Development
& Chief Tech Officer – Whistling Woods International
Vice President Strategy – Mukta Arts Ltd.

24. Chaitanya Chinchlikar
Biography
Born, brought up & educated in Mumbai, Mr. Chaitanya has had a multi-faceted
career in Film and Media Education, The Media & Entertainment industry, Event
Management & Entertainment Consulting and Accounting & Audit.
Having started his career with Arthur Andersen, he moved into Event Management
& Entertainment Consulting before joining the Mukta Arts Group as Marketing
Manager, Whistling Woods International. In early 2008, with the WWI brand
having been established well & the marketing strategy having stabilized, it was
time to take the Business plan of the organisation forward. Which is when he took
on the Business Development role. In 2010, he was also appointed as Business
Head of Mukta Arts’ Digital Media and Animation & VFX businesses.
He has since, spearheaded the growth of the Education, Digital Media and
Animation & Vfx businesses of Mukta Arts Ltd. Further, over the past 8 years, he
has also acquired a deep understanding of the Media & Entertainment industry in
the areas of Film, TV, Animation & Digital Media.

25. Some of the Key Achievements at Whistling Woods International
1. WWI has been rated as one of the Ten Best Film Schools in the world, in the July
2014, August 2013 and July 2010 issues of ‘The Hollywood Reporter’.
2. WWI is rated in 2015 by Forbes India as among the top 18 Institutes of influence
globally.
3. WWI has partnered with The Tata Institute of Social Sciences - one of India’s most
reputed universities - to ratify all its 3-yr undergraduate courses with B.Sc, BA & BBA
degrees.
4. Oscar-award winning alumni – WWI Alumni were part of the Oscar Award winning
Cinematography & VFX teams for the ‘Life of Pi’. WWI Alumni have been involved in
some of the most successful Indian films over the past 8 years.
5. WWI Alumni are revitalizing regional film industries. Several regional (Gujarati,
Marathi, Punjabi, Malayalam & Kannada) industries have been greatly benefited by
WWI alumni choosing to go back to their native markets and making films in those
languages. This has provided a much-needed quality filmmaking skills boost for regional
cinema.
Chaitanya Chinchlikar

26. Mr.Ameya Kolambekar
Head-Marketing & Growth, Bill Bachao

27. Biography
• Started his professional career right after having his stint as a student at Welingkar, in
Dubai where he spent 3 years and came back to India with a little bit of International
experience.
• In India he worked in retail, further in electronics in an innovative and loyalty segment,
where concepts were important and having his professional stint in digital space, which he
things is booming in today’s time.
• As per his point of view marketing has all become a numbers game, while adding to it he
says that flexibility is the most important as marketers should have skills to have the sell the
product.
• The drive to convince somebody to buy something is the skill eventually marketers should
have and should thrive to achieve.
•Over the years he has worked in Start-ups Electronics and Rewards & Loyalty segments
Mr.Ameya Kolambekar

28. Mr.Ameya Kolambekar
• He pros of working in sales is that the exposure which comes along the way and going on
talking to people, meeting the people from different backgrounds is far more learning thing, as
compared to be just sitting around at a desk.
• The academics is first measure when a recruiter is hiring a fresher, as for an experience a
person is as good or bad as with his previous job.
• He adds that it is really important to know how to implement things, knowing how to use
information at work. The person should be aware with his surroundings with reading
newspapers, books and interacting with peoples.
• As a industry point of view he sees Digital marketing as the next big thing, which will
revolutionize the marketing industry and is blooming in today’s scenario.
Some Key Aspirations:-

29. Vice President – Customer Operations in Vodafone India.
Gautam Borah

30. Gautam Borah
Biography
•Gautam is an alumni of Oxford. He is an Author, Management Thinker and a Speaker in various
forums. He is the author of the widely acclaimed book Monetising Innovation.
•20 years of work experience in service assurance ,business transformation and customer service
operations.
•Gautam specializes in the areas of Strategy, Innovation, Customer Operations and Business
Transformation. As part of his professional career, he has worked in corporate assignments with
organizations as Vodafone India, Reliance as well as in government assignments.
•His assignments involved large organization transformations as well as setting up greenfield
Operations from strategy to execution.
•He is currently heading customer service operations for Vodafone India Group and is responsible
for setting up the customer operation and experience strategy for regional operations.

31. Key Learnings
• While talking about his books, Monetising Innovation (2016) he says his passion for writing inspires
for him to write a book. Further he adds that transformation of ideas into something out leaves a person
that’s for inspiration and his exploit in the field of innovation inspired him.
• He realised that organizations normally lack the expertise to remain innovative. According to him
innovation is about survival, its about staying relevant.
• He feels that discipline and relentless execution, dedication towards the cause is the key to stay
innovative.
• To remain innovative one needs a system which runs below the visible system of process and that
makes it to remain innovative.
• His view’s on customer satisfaction comes from a age old saying “Athiti Devo Bhava”, which means
guest is like a god which holds true for the customer satisfaction from companies point of view as
attitude to serve.
Gautam Borah

32. NewsWire

33. At $4 Billion, Youtube Biggest Video Platform By Revenue
In Asia-pacific
At just over $4 billion, Google’s YouTube is the biggest online video platform in the Asia-
Pacific or APAC region. The Chinese iQiyi and Tencent come at number two and three.
At just under $1.5 billion, Netflix is the sixth-largest by revenues.
It is estimated to hit 13.2 million subscribers in the region by the end of this year.
Disney’s Hotstar is a distant eighth after Amazon Prime Video, says a report released by
Singapore-based Media Partners Asia on Wednesday (see chart). It confirms the trend
India has seen with YouTube dominating the market so far. In 2018, YouTube reached a
gargantuan 265 million Indians every month, with over Rs 2,000 crore in revenues
making it a medium-scale broadcaster in its own right.
The top 15 operators by revenues will account for almost 70 per cent of
the APAC market in 2019 says the MPA report. While many global platforms don’t
operate in China, outside of it the top three — YouTube, Netflix and Amazon — have
more than half the APAC market. China, however, remains the largest part of the APAC
market, bringing in 59 per cent of the $27 billion, it is expected to generate in 2019.

34. At $4 Billion, Youtube Biggest Video Platform By Revenue
In Asia-pacific
The heartening trend in India is that subscription-driven online video is now roughly
one-third of the sub-billion dollar market. That is good news for the content
ecosystem, which will continue with the party that began in 2017 when OTTs
started ramping up their India presence.
In most parts of Southeast Asia, however, advertising will remain the cornerstone of
the revenue pie.

35. How Netflix Became An Online Streaming Giant
Just like any other startup, Netflix's journey hasn't been a bed of roses. Right in the initial phase, they
turned down Amazon's offer for a takeover for "low eight figures. probably something between $14
million and $16 million". With the launch of Amazon Prime, Amazon later became Netflix's
competitor. Randolph writes, "It won't be long before Amazon expands into selling DVDs. And after
Amazon, there will be Borders. Then Walmart. And then virtually every other store - online or brick-
and-mortar - in America. once everyone is selling the exact same thing. it will only be a matter of
time before our margins shrink to nothing." They then decided to focus on DVD rental. After 12 years
in 2001, they deconstructed themselves again; this time by dropping the rental business to focus on
streaming.
Founded in 1997 before it became a streaming giant
that it is today, Netflix was a DVD rental firm competing
with the neighborhood video rental stores. Now, the US-
based firm has evolved into a $130 billion streaming and
production company with a long list of award winning
TV shows and movies that over 150 million subscribers
enjoy globally.

36. How Netflix Became An Online Streaming Giant
Netflix has been one of the most successful dot-com ventures. In September 2002, The New York
Times reported that, at the time, Netflix mailed about 190,000 discs per day to its 670,000 monthly
subscribers. The company's published subscriber count increased from one million in the fourth quarter of
2002 to around 5.6 million at the end of the third quarter of 2006, to 14 million in March 2010.
In April 2011, Netflix had over 23 million subscribers in the United States and over 26 million worldwide. In
July 2011, Netflix changed its prices, charging customers for its mail rental service and streaming service
separately. However Netflix's income jumped 63% for the third quarter of 2011.Year-long, the total digital
revenue for Netflix reached at least $1.5 billion. On January 26, 2012, Netflix added 610,000 subscribers in
the United States by the end of the fourth quarter of 2011, totaling 24.4 million United States subscribers
for this time period
In January 2016, Netflix announced it would begin blocking virtual private networks, or VPNs. At the same
time, Netflix reported 74.8 million subscribers and predicted it would add 6.1 million more by March 2016.
Subscription growth has been fueled by its global expansion. By the end of the year, Netflix added a feature
to allow customers to download and play select movies and shows while offline.
April 17, 2017, it was reported that Netflix was nearing 100 million subscribers. On April 25, 2017, Netflix
announced that it had reached a licensing deal in China with the Baidu-owned streaming service iQiyi, to
allow selected Netflix original content to be distributed in China on the platform. The Los Angeles Times
stated: "Its series and movies account for more than a third of all prime-time download Internet traffic in
North America

37. Films dominate streaming service consumption in
India: Report
Even as all over-the-top (OTT) video streaming platforms invest heavily in creating original
content, it is library content, including movies and music, which most viewers in India
watch on these services. A new report by global auditing firm KPMG along with video
streaming service Eros Now titled Unraveling the Digital Video Consumer states that for
30% of consumers, full-length feature films are the most popular category on OTT
platforms; another 20% opted for movie-related content such as music videos. Catch up TV
and sports content follow suit with 22% and 16%, respectively. Originals, on the other
hand, were lapped up only by 10% of consumers.
The findings have emerged as part of a survey undertaken by 1,458 OTT users across 16
cities of India.
Further, more than half (58%) of the respondents who prefer watching movies (among the
top three content categories) watched it over more than one session. This percentage was
significantly higher in the metros (85%), against tier-I or tier-II towns, highlighting the
relatively lower disposable time on hand in the metros.

38. Films dominate streaming service consumption in
India: Report
The preference for movies could potentially be due to the limited supply of originals (less than 1% of the
overall content available on most broadcaster-driven and global platforms) in contrast to library
content, which forms a bulk of the content available on online video platforms, according to the report.
For example, Eros Now currently has 12,000 movie titles, while ZEE5 has more than 50,000 hours of TV
content.
“Movies are meant to cut across demographics and cater to the least common denominator. So it isn’t
surprising that they make up nearly 50% of the overall content consumption," said Ali Hussein, chief
operating officer, Eros Now.
There are further insights on preference for long and short-form content. While nearly 40-45% of the
respondents preferred 20-45 minute session, the less than 20 minute (short form) and above 45 minute
(long form) sessions were also significant. About 41% in the 15-24 age group, for example, prefers 20-
45 minute videos, while 31% of the 25-36 age group watches content longer than 45 minutes.
Comedy remains the most watched genre (84%), followed by drama (62%), action (51%), thriller (44%)
and horror (32%).

39. Myntra takes to videos to reach customers ahead
of the Festive season !!!
Ahead of the festive season, online fashion portal Myntra is leveraging the power of
video content to popularise brands and products as well as to enhance the
engagement with the customers.
The Flipkart group company is working with fashion influencers, experts and niche
designers to develop curated video content, which will help customers find their
fashion.
To start with, Myntra is launching a reality show called Fashion Superstar aimed at
identifying India’s next big fashion influencer. Ten contestants shortlisted from a pool
of 5,000 applicants will take part through a variety of fashion related tasks to emerge
as a fashion influencer. Starting September 17, the programme will span over 10
weeks.

40. “This will help people to get exposed to new styles which in turn will lead to
better product discovery on the Myntra platform,” said Amar Nagaram, head
of Myntra and Jabong.
The fashion portal is expecting to reach over a 100 million customers through
this video-content led approach.
The Walmart-owned company is also open to outsourced content related to
fashion to stream on the Myntra app.
Myntra takes to videos to reach customers ahead
of the Festive season !!!

41. Social advertising and video spending trends in
Asia Pacific
Global social advertising spend is forecast to reach
$165.6 billion in 2023 from $75 billion in 2018 — a
CAGR of 17.1 percent.
The Forrester report indicates that the investigation
by the U.S. Justice Department on anticompetitive
practices of technology companies including Google,
Amazon, Facebook, among others, will not hurt the
spending on social media platform.
In July Reuters reported that the U.S. Justice Department said it was opening an
antitrust investigation of major digital tech firms and whether they engage in
anticompetitive practices. Google, Amazon and Facebook will be facing the probe.
Asia Pacific’s share of global social advertising spend will rise from 30 percent in 2018
to 35 percent in 2023, mostly thanks to growth in China, Forrester report said.
Facebook’s customer base in Asia Pacific will increase 13.4 percent — nearly double
the rate of worldwide gains — reaching 663 million users in 2018, eMarketer
report said.

42. Facebook earlier said mobile represented approximately 93 percent of its advertising
revenue during the first quarter of 2019 against approximately 91 percent of advertising
revenue in the first quarter of 2018.
Social video advertising spend will grow from $17.6 billion in 2018 to $56.5 billion in
2023 — a compound annual growth rate (CAGR) of 26.3 percent, Forrester said.
The report said China’s social advertising spend will triple by 2023. Asia Pacific will
replace North America in terms of the highest social advertising spend. China already
accounts for 44 percent of Asia Pacific’s social advertising spend.
China’s social advertising spend will grow from $9.9 billion in 2018 to $27.6 billion in
2023 — a CAGR of 22.8 percent.
Japan, the largest market for Twitter outside the US, registered 35.1 percent growth in
its revenue per user in 2018.
Social advertising and video spending trends in
Asia Pacific

43. Difference Between Digital Marketing and Social
Media
Digital marketing :- Building awareness and promoting a brand or product online using
all available digital channels.
Internet Marketing – Website, SEM (search engine marketing – includes SEO and Pay per
click advertising), Smartphone's, mobile markets (i.e. Google Play, Apple Store), email
marketing, online banner advertising and Social Media.
Social Media :- Social media is the latest buzz word in Internet Marketing the last couple
of years. The success of the new generation of social media platforms, mainly Facebook
and Twitter, changed the way we socialize, interact and shop. This also brought new
channels to digital marketing as well
Social media is the term we use to describe platforms that bring people together for the
exchange of information. The most popular social media platforms are: Facebook,
Twitter, Google+, Pinterest, Instagram, Tumblr, LinkedIn, StumbleUpon and YouTube.

44. Difference Between Digital Marketing and Social
Media
If we compare the two side by side we will find that:
Digital marketing goes beyond the Internet and tries to reach people in the off-line world
using digital means while social media is limited to the boundaries of the Internet.
A Digital marketing campaign may include one or more components (Internet
Advertising, Mobile ads, TV, SMS etc.) while a social media strategy may include one or
more social media platforms (Facebook, twitter etc.)
Social media is strongly associated with a content strategy i.e. you create content and
use social media to promote it while a digital marketing can concentrate entirely on
banners (either on the Internet, TV or billboards) for promotion.

45. Advertising Agencies Tap Indian Talent For Global
Leadership Roles
In January, Piyush Pandey took over the role of global chief creative officer at Ogilvy &
Mather, the creative agency of world’s biggest communication firm WPP Plc.
With more than three decades of experience in the advertising industry, Pandey, who
has been associated with Ogilvy since 1982, is the first Indian to take up a global role at
WPP.
“Indian talent in advertising has come of age and they deserve to lead big agencies.
Indians are inherently hard working and they believe in making a difference in the roles
assigned to them," said Srinivasan Swamy, chairman of marketing communications firm
RK Swamy Hansa Group.
He added that India is an extremely complex market. “So if someone has mastered the
complexity the person will be able to deal with markets such as Asia and Europe. By
nature frugal, Indian leaders are able to make money and make a firm cost-efficient," he
added.

46. Advertising Agencies Tap Indian Talent For Global
Leadership Roles
Nirvik Singh is an ad veteran with over three decades of experience who has served as
chairman and CEO of Grey Group Asia Pacific, Middle East and Africa since 2016, a post
he will retain based in Singapore.
As COO, Singh will lead the development of Grey’s borderless integrated marketing
model and identify acquisition targets.
“For three decades, Nirvik has been a prime mover in Grey’s growth and development in
Asia, and most recently, in the Middle East and Africa," said Michael Houston, worldwide
chief executive of Grey Group. “I know he will bring the same single-minded dedication
and achievement to his expanded responsibilities. He will work closely with me to
broaden our reach and resources for the future."

47. Most Indian Viewers Consume Online Content
During Office Hours
With the online content on mobile phones increasing, most indian viewers consume the
content during the traditional office hours of 10 am-6 pm, a recent survey said.
As per the survey conducted jointly by KPMG and eros now, indians spend more than
around 70 minues per day on online video platforms, with a consumption frequency of
12.5 times a week or more than on
For this report, a survey was commissioned across 1,458 over-the-top users in 16 cities
including Delhi, Mumbai, Kolkata, Bengaluru, Hyderabad, Pune, Ahmedabad, Jaipur,
Ludhiana, Panipat, Nagpur And Madurai, to ascertain the usage of OTT platforms by
consumers.

48. The Content Bandwagon: Brands Must Jump On It
Now More Than Ever
As per a recent report by EY, advertisers in India have already shifted spends to digital,
which constituted 17% of the total advertising budget in 2017. Given that the ad
avoidance ratio is also high, where will advertising budgets get the maximum bang for
their buck? This dire need to find newer ways to market gave rise to a new marketing
unicorn for brand Original Content.
Original content is the new currency that brands ought to exchange for run-of-the-mill
advertising. A brand has its own identity, a unique DNA; hence, the content must
resonate with that persona.

49. The Content Bandwagon: Brands Must Jump On It
Now More Than Ever
Brands can be broadcasters. Why rely on other media platforms when you can become
your own media owner. Create, produce and publish your own content on your own
channels. Red Bull has repositioned itself as a ‘content publishing’ company instead of a
beverage company. It creates extreme sports like free-falling events, turns them into
web-episodes and broadcasts them on its own website
Stick to the brand DNA: Every brand is unique and has its own persona. Your content
needs to resonate with your brand’s DNA in terms of the language, the substance and
tonality. For instance, Tata Tiago’s original production Tripling, in association with TVF
and Maxus, was peppy and adventurous, and showcased the car as an integral
character.
In short, the key ingredients for the best content are creation and innovation. If, as a
brand, you can take the risk to create what others have not, you will emerge as a winner
in the content marketing race.

50. Radio Continues To Evolve In India, Grew 7.5 Pct
In 2018
Reaching all corners
Radio is an effective broadcast platform with the power to unite millions. Unlike TV and
print, radio is highly interactive, hyper-local in nature, and is free of cost for audiences.
The expansion to both tier-2 and tier-3 cities with the Phase-III auction policy, coupled
with the diversification of content for varied listener interests, offers latent growth
opportunities in India’s FM radio industry. The findings of the EY-FICCI report corroborate
that tier-2 and tier-3 cities are driven more by local advertising to generate higher
revenues from SME and retail advertisers.
Trust and credibility
In digital medium, it is difficult to curb ‘fake news’. It is often observed that in the TRP
race to grab eyeballs, even TV channels tend to exaggerate and repeat themselves.
Whereas, on radio, information is crisp, straightforward and informative. People listen
attentively as they know it won’t be repeated. Also, there are very few reported events of
fake news on radio, making it, by far, the most credible and authentic medium out there.

51. Radio Continues To Evolve In India, Grew 7.5 Pct
In 2018
Going Digital
While online streaming services like Spotify, Gaana, Saavn are fine-tuning their business
models and content offerings, radio has already adapted to changing user behaviour. In
fact, major players of the FM radio industry have already gone digital. By allowing
listeners to tune-in to their favourite radio shows online, they are expanding their
audience and, in the process, offering 360-degree solutions to advertisers.
As the radio industry becomes more competitive and with communication becoming
more content-centric, podcasts have emerged as the new battleground. Equipped with
engaging content and subtle, seamless incorporation of advertisements, these podcasts
offer the nostalgia of radio enhanced with an enriched listening experience.
The medium is here to stay
While radio has withstood time and the waves of change, it has also learned to adapt to
the ever-changing media landscape. We not only see radio platforms amplify their reach
and visibility via digital platforms, but the reverse effect also taking place with digital
using radio stations to tap into their audiences. With a data-centric approach, radio will
continue to be a profitable medium for audiences, marketers and investors alike.

52. Choosing A Good Marketing Agency As A Branding
Partner
Role of marketing agency
The sole purpose of such agencies is to maximize a company’s potential by implementing
right marketing strategy.
They conduct an intense research on your company and figure out the best solution to
boost the sales and profit for your company.
They also help in making stronger customer relationships and find the target audience
that take interests in your company’s product and services.
Their methodologies help in reaching to the potential customers for your brand. They are
the experts with proven skills and strategies to solve any issues of your company.
Remember, customers are the key and you cannot afford losing them, right so take help
from good firms and get the better lead. Be cautious when hiring a firm that is less
expensive as they may be less qualified.

53. Choosing A Good Marketing Agency As A Branding
Partner
Types of Marketing Firms
Marketing consultancy- such firms audit marketing plan of your company and provide suggestions if
any. They don’t implement the plan rather offer suggestions after conducting a deep analysis of your
present methodologies.
Direct marketing– such firms help you make a plan and they handle the mail pieces, design them,
create items for mailing, manage and measure the response of mail campaigns on your behalf.
Telemarketing- such firms work as a call center and manage the telephone based services for your
company. The telemarketing firms have now switched to the text pitches and smartphone calls.
Digital marketing- a marketing program involves social media campaigns, website management, e-
commerce services and more. Digital marketing firms like montz marketing help developing and
improving such services and advice you for better customer interaction using social media.
Marketing communications– such firms develop plan and material for better communications
through product guides, brochures, customer magazines and newsletters. Their services include
production, writing, and designing materials that support your activities such as launch of any new
product.