How to crack the world of Content and Social Media ft. Prasun Kumar CMO & Business Head of JustDial

The key idea of the video is that content and social media marketing have evolved significantly and businesses need to prioritize engagement, data analysis, and creating valuable content in order to succeed in the fast-paced world of marketing.

Key Insights

Impact of Digital Revolution on Marketing

• 💼 "You get lucky when you work really, really hard."
• 🌍 The digital revolution and social media have dramatically changed the marketing industry, requiring marketers to constantly reinvent themselves every few years.
• 🚀 The ability to predict a consumer's next move and tailor marketing strategies accordingly is like an Elon Musk phenomenon, showcasing the immense advancements in the industry.
• 🤯 The evolution of business over the last 25 years is like a movie material, with the internet bringing significant changes and advancements.
• 🌱 Content strategies have made a significant impact on company growth, creating differentiation for brands and businesses over the years.
• 🧠 JustDial converted a standard YouTube channel into a content destination to simplify real estate for consumers.
• 📚 Content, such as blogs and FAQs, has proven to be highly effective in engaging and connecting with audiences in today's world.
• 📱 Mobile-first, short and sweet video-driven content is crucial in today's digital landscape, as people prefer consuming content on their mobile devices and have limited patience for longer videos.
• 💡 "If you can't Market yourself, you can never Market a brand." - Prasun Kumar emphasizes the importance of personal branding for effective marketing.
• 💰 Marketing is always an investment, whether it's during times of growth or recession, and it should be seen as a growth engine for businesses.
• 🎵 Creating a music-based proposition for a smartphone was a unique and successful campaign that helped resurrect a brand in a competitive market.

Importance of Data and Analytics in Marketing

• 📊 Leveraging data, insights, and analytics is essential for making informed marketing decisions and optimizing ROI.
• 🌐 Data is the key to future inventions and innovations, as it holds the potential to uncover patterns and insights from what has happened and its resulting impact.

Long Summary

00:00 📝 Content and social media marketing have evolved significantly since 2004, with the speaker discussing the importance of engagement, influencer marketing, data, and the overall evolution of marketing for businesses.

01:52 🔑 Luck can be increased through hard work and seizing opportunities in the world of content and social media, which has evolved significantly over the past 25 years with the advent of the internet and the ability to predict consumer behavior.

Luck can be converted into a linear equation with controlled variables, and one can increase their luck by working hard and putting effort into projects and opportunities.

Being open to opportunities, networking, and taking action can increase your chances of success and "luck" in the world of content and social media.

Digital Revolution and the constant evolution of social media have drastically changed the marketing industry, requiring marketers to continuously adapt and reinvent themselves every few years.

Content and social media marketing has become a robust practice with standardization and predictability, but in the early days, it involved a lot of experimentation and learning, especially in the first decade of the new millennium when the Indian economy opened up.

The evolution of the content and social media industry has led to dramatic changes in marketing practices, with the ability to predict consumer behavior being a significant advancement.

Mark Anderson brought the internet to the world, and in the past 25 years, businesses have evolved significantly in terms of management and technology.

11:43 📝 Content marketing has become a powerful tool for entrepreneurs to build brand loyalty and connect with consumers, with strategies like creating unique and simplified content in the real estate industry leading to significant growth and success.

Content marketing is being used brilliantly by entrepreneurs to build brand loyalty and connect with consumers in 2023.

Content strategies have had a significant impact on company growth by creating differentiation and attracting followers who engage in enriching discussions.

Society has always been content driven, and brands have smartly utilized content, such as in the real estate industry where consumers are hungry for information, leading to the creation of mbtv as a simplified destination for real estate content.

The idea was to break the boundaries and simplify the real estate process by providing consumers with simplified content that explains the meaning of terms and guides them on what to do and what not to do.

We started a platform where experts conversed with consumers about their issues, which saw a significant increase in subscribers and success in the real estate market due to providing unique content that consumers had never seen or heard before.

Roi driven marketing is crucial, as certain strategies, such as television advertising, have proven to yield larger returns on investment and contribute to the success of brands and businesses.

18:44 📝 Content marketing is essential for businesses to connect with consumers, establish relationships, solve problems, and provide value-added ideas, with a focus on emotive connections in B2C and utility-driven connections in B2B, while creating valuable and concise mobile-first video content is crucial for success in the fast-paced world of social media and content creation.

Content marketing is essential for businesses as it helps connect with consumers, and while B2C focuses on emotive connections, B2B is more logical and utility-driven.

Content is crucial for businesses as it helps to establish a relationship with customers, showcase company and product profiles, and convince potential buyers.

Content is crucial for building and maintaining relationships with customers, especially in the B2B sector, as it helps solve problems, reinforces decisions, and provides value-added ideas and opportunities.

The ability to express oneself and pitch ideas through regular and varied forms of content is crucial for maintaining relationships and sustaining success in the world of social media and content creation.

Creating valuable and concise mobile-first video content is crucial in today's fast-paced world, as it adds value to the audience's understanding and enhances your reputation as a partner.

In the world of content and social media, it is important to have serious content, even in B2B, but the mode of delivery can be engaging.

25:09 📝 The key to successful content creation is identifying and fulfilling a need, producing simple and engaging content, avoiding rehashed content, and using real-life examples and current events to provide valuable marketing and business lessons, while influencer marketing often falls short of expectations.

The key to successful content creation is identifying the need you are fulfilling and producing content that serves that need, regardless of the platform, with video-driven content being particularly effective.

Simple and engaging content is more effective than lengthy content, and when starting a YouTube channel, it is important to avoid rehashed content and focus on unique and valuable content related to marketing and business.

The speaker discusses the importance of creating unique and relevant content by using real-life examples and current events to provide marketing and business management lessons.

The speaker discusses their highly engaging YouTube channel where they synthesize daily developments into marketing and business lessons, receiving a large number of queries from students pursuing Masters in Business Administration.

Influencer marketing has its merits in reaching out to a targeted audience, but the speaker's personal experiences have shown that it often falls short of expectations.

30:59 📣 Influencer marketing needs to focus on selecting the right influencers, engaging in meaningful conversations, and delivering value to overcome challenges and ensure ROI, while marketers should prioritize creating value through social media rather than just engagement.

Influencer marketing is often ineffective because brands are not putting enough thought into selecting the right influencers that align with their brand and objectives.

Influencers need to go beyond basic metrics and engage in meaningful conversations and deals with brands to ensure a return on investment and overcome the challenge of just doing vanilla content.

Influencers need to prioritize delivering value and building strong relationships with brands instead of solely chasing money, as their lack of loyalty can hinder their success.

Being an active marketer on social media and believing in its power, the speaker emphasizes the importance of marketing oneself and creating value through social media, rather than just using it for engagement.

In the early 2000s, the speaker experimented with digital marketing for Levi's and saw how young people connected with the brand, despite the limited options available at the time.

The speaker discusses their journey of becoming active on social media platforms like LinkedIn and YouTube, where they found resonance and acceptance for their content, and how social media has influenced their content strategies and inclination.

41:31 📈 Prioritizing target audience, understanding their lifestyle, and considering available resources are crucial for effective marketing planning, as marketing should be seen as an investment based on predictability and empirical data, with timing and data analytics being key factors in optimizing ROI.

Prioritizing and integrating various marketing channels into a comprehensive strategy requires defining the target audience in first person and understanding their lifestyle and influences.

Defining and prioritizing the target audience, as well as considering available resources, are crucial for effective marketing planning.

Focus on defining your customer first before spending time and resources on campaigns and expenses, as marketing should be seen as an investment based on predictability and empirical data.

Marketing is always an investment and a growth engine, but the timing of when to prioritize growth depends on the business's strategy.

Growth is not constant and should be strategically planned, as building businesses takes time and effort, and milestones over decades are crucial for success.

Investing in marketing during a downturn can lead to higher returns when the upturn happens, and marketing should be seen as an investment rather than a cost, with timing and data analytics being key factors in optimizing ROI.

53:35 🔑 The key to cracking content and social media is effectively analyzing and extracting insights from data, as data is fundamental to building any business and the next 200 years of invention will come from data.

The key to cracking the world of content and social media is learning how to effectively analyze and extract insights from data, as simply having access to data without the ability to interpret it can be overwhelming and unproductive.

The challenge of utilizing data effectively and achieving uniformity within an organization remains unsolved, but it is a worthwhile challenge to solve as data is fundamental to building any business and the next 200 years of invention will come from data.

India is a diverse country with different cultural segments, and companies like Bharat Matrimony have successfully targeted each segment by creating separate products for each cohort, which allows for a unique solution tailored to their specific needs and behaviors.

Sony faced challenges in rebranding their smartphones in India due to the strong association with their previous feature phones, but they successfully launched a campaign by incorporating a popular feature from their feature phone era, the Walkman, into their smartphones.

One successful campaign helped a smartphone brand become the largest selling brand in its price range by focusing on music, while another campaign for a real estate platform emphasized the importance of one's address in shaping their personality and success.

Crafting a campaign that focused on upgrading homes and lifestyles resulted in significant impact on business metrics, including increased direct traffic, repeat traffic, and time spent on the platform, as well as positive reception from the builder community and a 30% increase in ATS.

Q&A

Q1: How has digital marketing evolved over the years?

A1: Digital marketing has undergone significant evolution over the years. It started with static banners and has now expanded to include social media and influencer marketing. Staying ahead of the curve in digital marketing requires constant reinvention and adapting to consumer behavior. Technological advancements, such as software and scientific tools, have revolutionized audience measurement and decision-making. The ability to predict consumer behavior and engage in predictive marketing has surpassed expectations. Furthermore, content marketing has played a crucial role in building brand loyalty and has had a significant impact on companies' growth.

Q2: What role does content marketing play in the real estate industry?

A2: Content marketing plays a crucial role in simplifying real estate for consumers. Real estate is a complex category with multiple stages of online and offline interaction. Content, such as informative blogs and FAQs, is highly valuable to buyers who want to know more about projects and investments. Successful examples, like MBTV, have effectively used content marketing to simplify real estate. In today's ROI-driven marketing landscape, content marketing is essential for businesses. It emotionally connects with consumers and plays a big role in B2B ecosystems by building brand loyalty and establishing trust.

Q3: How important is content in the B2B space?

A3: Content is crucial in the B2B space for connecting with customers and building relationships. In the B2B space, deep and wide content is necessary to impress and convince customers. Effective content helps in profiling the company and product, crafting propositions, and evaluating against competition. Content also plays a major role in cementing relationships by frequent connection and updating of the customer base. B2B content should focus on problem-solving, constant reinforcement, and value-added ideas. In terms of content delivery, mobile-first, short, and meaningful content is preferred, although serious content delivery can be engaging as well.

Q4: How does video-driven content compare to other forms of content?

A4: Video-driven content is more engaging and effective compared to other forms of content like text or images. Videos have the ability to convey more information in an engaging manner, attracting and retaining audience interest. Furthermore, video content has the potential to reach a wider audience and generate more interest. As digital marketing continues to evolve, leveraging video-driven content can be a powerful tool to effectively convey messages and connect with customers.

Q5: Why is careful selection and meaningful collaboration important in influencer marketing?

A5: Careful selection and meaningful collaboration are critical in influencer marketing. While many influencers focus on metrics like reach and views, it is important for influencers to invest in conversations and establish meaningful partnerships with brands. Influencer marketing should prioritize delivering value and building loyalty rather than solely focusing on superficial metrics. By selecting the right influencers and fostering genuine collaborations, brands can effectively tap into the influencer's audience and create authentic connections that resonate with consumers.

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