Sunday, June 4, 2023
MediaNews4U
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital
  • Television
  • OTT
  • Impassioned
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
  • People
  • Events
    • Leader Speak
    • Straight Talk
    • Gamechangers
No Result
View All Result
MediaNews4U
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital
  • Television
  • OTT
  • Impassioned
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
  • People
  • Events
    • Leader Speak
    • Straight Talk
    • Gamechangers
No Result
View All Result
MediaNews4U.com
No Result
View All Result
Home 2021

Our focus will be a multi-pronged strategy that will rest on Customer Intelligence to steer growth in Hyperlocal markets

by Kalpana Ravi
January 13, 2021
in 2021, Exclusive, Featured
Reading Time: 4 mins read
A A
Our focus will be a multi-pronged strategy that will rest on Customer Intelligence to steer growth in Hyperlocal markets
Share Share ShareShare

Our focus will be a multi-pronged strategy that will rest on Customer Intelligence to steer growth in Hyperlocal markets

Hemant Jain, Sr.EVP & Head of Digital Business at Lokmat Media lists the key focus points of Clickstart, the digital media division of Lokmat Media Pvt. Ltd. for 2021

Lenin had it about right when he said: There are decades where nothing happens; and there are weeks when decades happen.” One big change that has happened in the last 9 months one has been the dawn of digital. What demonetisation couldn’t do, Covid-19 did for mobile payments, OTT platforms and the online news publishing sites. As an unprecedented lockdown set in India, the newspaper groups were faced an uphill task to maintain its devoted readership. At Lokmat we seized this as an opportunity to further reinforce our belief in digital and expand our footprint. We ran multiple user-outreach programmes across multiple online channels to ensure that our readers got their morning newspaper and daily updates at the touch of a button. Our efforts resulted in a 100% growth in monthly user traffic on www.lokmat.com coupled with a significant increase in revenue in digital advertising.

Given this background, we envisage 2021 to be a year when we truly reap the benefits of our actions and learnings of 2020. Our focus will be a multi-pronged strategy that will rest on Customer Intelligence to steer growth in Hyperlocal markets.

Steering Growth in Hyperlocal Markets

In 2012, a Nesta report defined hyperlocal as ‘online news or content services pertaining to a town, village, single postal code or other small, geographically defined community’. In the recent times, hyperlocal reach is becoming more and more relevant as the relatability among the audience of that community is high.

National issues don’t really interest or directly impact the daily life of audiences in tier-2 and tier-3 towns as much as civic, political and social issues in their local catchment. They are interested in knowing more about local events or growth opportunities available within their own surroundings. Such news has huge ability to empower the society at large to evolve, formulate an opinion and take informed decisions.

While our focus continues to be on Maharashtra and Goa, hyperlocal for us is about empowering our audiences down to the last mile. Hyperlocal has been part of Lokmat’s growth story for the past 40-45 years. And today, through the multiple editions of our ‘Hello’ supplement and 4000+ onground reporters across 35 districts in Maharashtra, we serve daily news and updates to close to 25 million readers across Maharashtra.

Through regular training programs and investment in infrastructure, we have trained our team of on ground reporterson mobile journalismand gradually building a digital first philosophy in news reporting. In 2021 we plan to complete the training of all our ground reporters on our digital first philosophy and create a more broadbanded digital organization. We are in the last phase of implementing the in-house developed tech piece which automatically publishes the hyperlocal print stories onto respective city pages on Lokmat.com. We expect to start 2021 with a bang as this would make us the largest online publisher in Maharashtra and Goa of hyperlocal news and information from across 35 district places. We firmly believe that one of the drivers of success in the hyperlocal news space is to engage local audiences in this journey and provide them with a platform to share their concerns and achievements. In 2021, we aim to become such platform with an objective to digitally empower and improve the life of millions in Maharashtra and Goa. Technology will form the backbone of our hyperlocal growth story and driven by our multi-platform, multi-format philosophy of content creation and distribution.

Customer Intelligence for accelerated growth

As mobile becomes the primary platform for news consumption, the need to provide connected personalized experiences to Lokmat.com readers is of prime importance to us. Going hyper-local and driving engagement to monetize audiences are key use cases that we plan to drive in 2021. Investing in native advertising based on a clear customer view & creating, funding or influencing editorial content that supports the brand is another route we plan to take for Lokmat.com. We plan to work with world class companies to democratize insights while using data integration to see its readers in full, brilliant colour.

  • DISCOVER high-value audiences through flexible and holistic data collection, audience segmentation, data science, and machine learning
  • ACTIVATE customers with audience profiling and management
  • ENGAGE your audiences and drive action with targeted ads, content, and options

Drive Business Innovation

At Clickstart (digital media division of Lokmat) our mission is to build the largest community of millennials in Maharashtra around various local experiences in local language. Our primary objective is to educate, inform, entertain and empower our audiences with relevant and segmented content offering.

In 2021, our goal is to expand our digital content offering, vertically, in newer content areas offering a 360 degree branded experience across desktop, mobile, Facebook and Youtube. We plan to build the best in class technology to create some of the important components to deliver rapid scale to empower the people of Maharashtra to become politically, socially aware and opinionated, and help them make informed decisions

Branded Content Marketing

One of the very exciting successes that we’ve had last year has been the work which we have done specifically around creating branded solutions for clients, online and in addition to this, we’ve also created some very good robust IPs, both offline and online.

A couple of years back, while planning for the future expansion of our digital footprint in Maharashtra, basis market trends and data insights, we realised that there is huge potential in the original content space in Marathi language. We decided to launch a content studio business to create multimedia content that is engaging and relevant. Our idea was to satiate the growing needs of the Gen-Z and millennials for “visual experience” in their local language.

Our multi-media reach, deep (local) consumer insights, on ground communities across 35 district places of Maharashtra, expertise in digital media and our ability to create engaging content experience in video and other forms offers a very unique opportunity for brands to take complete control of the conversation with an intent to increase the audience engagement and drive commercial success

Since the inception of our original content studio we have worked with some of the power brands like Maaza (Cocoa Cola), Rin (HUL), Amazon etc. with a multi-platform branded content marketing solution

To us at Lokmat, 2021 brings renewed hope and positivity. Fingers crossed!

Tags: Focus 2021Hemant JainLokmat Media

RECENT POSTS

Nihar Naturals emphasises every Woman's right to have appealing hair in latest ad
Campaigns

Nihar Naturals emphasises every Woman’s right to have appealing hair in latest ad

June 3, 2023
0

Nihar Naturals Hair Oil has launched a new TVC featuring its latest brand ambassador, Alia Bhatt. The campaign revolves around...

Read more
Dunzo turns power outages into rewarding experiences for its users
Campaigns

Dunzo turns power outages into rewarding experiences for its users

June 3, 2023
0

Dunzo, an on-demand delivery platform, has launched "LightGayiKya" campaign to change the way customers experience power cuts. By turning power...

Read more
CNBC-TV18 concludes Hyderabad chapter of 'Future. Female. Forward - The Women’s Collective' on a high note
Featured

CNBC-TV18 concludes Hyderabad chapter of ‘Future. Female. Forward – The Women’s Collective’ on a high note

June 3, 2023
0

CNBC-TV18, an English business news channel, hosted the Hyderabad city chapter of “Future. Female. Forward - The Women’s Collective”, a...

Read more
Amazon miniTV gears up to launch old-school romantic drama series 'Badtameez'
Featured

Amazon miniTV gears up to launch romantic series ‘Badtameez’

June 3, 2023
0

Amazon miniTV, Amazon’s free video streaming service, has announced its upcoming web-series ‘Badtameez Dil’, unveiling the teaser for the show....

Read more
Zee 24 Taas to host inaugural edition of Sahkar Parishad on 3rd June
Events

Zee 24 Taas to host inaugural edition of Sahkar Parishad on 3rd June

June 3, 2023
0

Zee 24 Taas, a Marathi news channel, is all set to host its inaugural season of Sahkar Parishad on Saturday...

Read more
LaLiga Football Schools and MTV India host Football Fiesta in Bangalore
Featured

LaLiga Football Schools and MTV India host Football Fiesta in Bangalore

June 3, 2023
0

LaLiga Football Schools (LLFS), in association with MTV India, announced the completion of one-day football fiesta for young football enthusiasts...

Read more

LATEST NEWS

Dunzo turns power outages into rewarding experiences for its users

Dunzo turns power outages into rewarding experiences for its users

June 3, 2023
CNBC-TV18 concludes Hyderabad chapter of 'Future. Female. Forward - The Women’s Collective' on a high note

CNBC-TV18 concludes Hyderabad chapter of ‘Future. Female. Forward – The Women’s Collective’ on a high note

June 3, 2023

ANALYSIS

Indian screenwriters dissatisfied with pay and credit: Ormax-Tulsea Survey
Analysis

Indian screenwriters dissatisfied with pay and credit: Ormax-Tulsea Survey

June 2, 2023
0

Indian screenwriters are dissatisfied with the pay and credit they receive for their work, according to a report titled 'The...

PEOPLE

eClerx Services appoints Kapil Jain as CEO
Featured

eClerx Services appoints Kapil Jain as CEO

June 3, 2023
0

Mumbai-based eClerx Services has announced the appointment of Kapil Jain as its CEO, subject to shareholder approvals. With a career...

Pluckk appoints Mamaearth’s Kunwarjeet Grover as Head of Growth

Pluckk appoints Mamaearth’s Kunwarjeet Grover as Head of Growth

June 3, 2023

MARKETING

KL Rahul invests in Sequoia-backed Hyugalife.com
Featured

KL Rahul invests in Sequoia-backed Hyugalife

June 3, 2023
0

Hyugalife, a health and wellness brand, has roped in Indian cricketer KL Rahul as investor and ambassador. The platform boasts...

Subscribe to Newsletters

ADVERTISING

#ARM Worldwide retains social media mandate for MTV India
Advertising

#ARM Worldwide retains social media mandate for MTV India

June 3, 2023
0

#ARM Worldwide, a digital marketing & communications consultant, has again retained the social media mandate for MTV India. Under this...

Sociowash renews digital mandate with multiple brands under Viacom18 network

Sociowash renews digital mandate with multiple brands under Viacom18 network

June 1, 2023
Wavemaker bags Reckitt India's media mandate

Wavemaker bags Reckitt India’s media mandate

June 1, 2023

PRINT

DB Corp Q3FY23: Ad revenue up 29 pc at Rs 11,233 mn
Featured

DB Corp’s total revenue grew by 21.2 pc to Rs. 21,682 mn in FY2023

May 19, 2023
0

DB Corp, a print media company and home to flagship newspapers - Dainik Bhaskar, Divya Bhaskar, Divya Marathi and Saurashtra...

Sportstar

The Hindu Group unveils Sportstar’s revamped edition

May 15, 2023
Dainik Bhaskar commemorates 40 years in Indore with 'Bhaskar Utsav'

Dainik Bhaskar commemorates 40 years in Indore with ‘Bhaskar Utsav’

May 8, 2023

THINK THROUGH

How native ads can help drive awareness, engagement and conversion for brands
Featured

How native ads can help drive awareness, engagement and conversion for brands

May 23, 2023
0

The rise of social media and content-sharing platforms has had a profound impact on how native advertising fits into the...

Contact Us :

UPLIFT MEDIANEWS4U DIGITAL PVT LTD

No. 194B , Aram Nagar 2, JP Road

Versova, Andheri West

Mumbai - 400061

Umanath.V
+91-99400-17868
[email protected]

Medianews4u.com © 2019 - 2023 All rights reserved.

No Result
View All Result
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital
  • Television
  • OTT
  • Impassioned
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
  • People
  • Events
    • Leader Speak
    • Straight Talk
    • Gamechangers

Medianews4u.com © 2019 - 2023 All rights reserved.