Appealing to the broadest spectrum of consumers with hyper-localization
What makes the Indian market special is its heritage of diversity. With over 20 different languages spoken in the country, there are varied groups of consumer perspectives to cater to. From a consumer who watches only paid OTT content with no advertisements to a consumer who has no access to TV or data – India has one of the broadest spectrums of consumers to reach for a mass brand. Amidst this diversity, each consumer wishes to consume content personalized as per their choices. The demand for personalized content and the rising possibility to service this demand with the current technological advancements, hyper-localization of marketing programs has become more important today than it was at the start of the decade.
Remembering that the digital revolution is not just an urban-led saga
As India becomes digital-savvy, consumer dynamics have evolved more rapidly than any of us imagined. Consumers today spend, on average, close to 1 hour 12 minutes online, and the number continues going northward at a fast rate. But digital is no longer a medium to reach only those at the top of the consumer pyramid, but also those who may not have access to TV or radio but have access to a mobile and data. This is both, a challenge and an opportunity for marketers as they will need to revisit their strategies to capture these consumers in their digital journey.
Capturing consumer attention through a fine strainer
The broad consumer spectrum today has plenty options for content consumption. As consumers make the most of the available mediums and hop from one content provider to the other, the attention span stretches thin. Catching consumers’ attention in a world of promoted tweets and constant pop-up notifications is like firing blind shots. Marketers must move a step closer to study the psychographics of the consumers to catch their attention.
As consumers get hooked to OTT platforms devoid of advertisements, ‘content integration’ is now the king. The only way to then get your brand’s message across will be through authentic and credible integrations with content that they are watching and that too without diluting the entertainment quotient. Marketers must think of innovative and creative solutions to rise above this challenge.
The bottom line: Marketing strategies from 2010 can no longer be incorporated in 2020. We must bid farewell to forceful consumer outreach and make way for an amalgamation of reincarnated and retro marketing mantras.