• Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • FOCUS 2021
  • Television
  • Advertising
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
Monday, January 25, 2021
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • FOCUS 2021
  • Television
  • Advertising
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
No Result
View All Result
MediaNews4U
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • FOCUS 2021
  • Television
  • Advertising
    • PR
    • Mobile/Digital
      • Marketing
        • Market Analysis
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column
No Result
View All Result
MediaNews4U.com
No Result
View All Result
Home Exclusive

What’s your marketing strategy when the abnormal is settling in as the new normal?

by Editorial
May 15, 2020
in Exclusive, Featured, My Column
2 min read
Bharat Khatri, Country Lead, Xaxis India
Share Share ShareShare

In today’s landscape, most brands are experiencing marketing budget cuts and looking for more affordable and result oriented channels like programmatic advertising which can deliver an impeccable ROI. The ‘new normal’ in the advertising and marketing industry is being interactive, informative, and creative.  Brands are constantly focusing on creating shoppable landing pages and creating new online stores.  Supply and distribution are becoming more important than demand, so it’s very crucial for brands to stay in touch with their B2B audiences as well as retailers, distributors, ‘kirana’ stores.  Also, this is a time where brands are now exploring partnerships beyond regular e-commerce and hyperlocal delivery apps and looking for a more meaningful connection with consumers in categories like online education, digital wallets, and other utility apps.

Paradigm shift in consumer behavior

A big shift in consumer behavior as more people start searching and reading content around homeschooling, parenting, immunity, fitness videos, personal hygiene, pet care, healthy cooking, and eating. Apart from the usual prime time late evening slots, we are seeing more prominence from 12 pm to 2 pm slot across news, OTT, gaming, and OTT platforms. The bigger question is after this pandemic period which

behaviors will return to what they were like before, which will stabilize for a while, and which will get changed for good? On the media buying front, in case of biddable media, we are seeing a trend of a floor price decline by 15% to 20% week-on-week and a similar reduction in non-biddable inventory as well. However, the bigger challenge for marketers now is around advertising goals and strategies that are understandably shifting. Brands today need a deeper understanding of what’s driving real-time results to plan, execute, and measure the success of their media investments better.

Time to redefine

Being a marketer, one must stay focused on both short and long-term goals as well as always look out for new growth opportunities. But most importantly in crisis times as such brands must take responsibility as consumers need reassurance and they are noticing which brands are playing an active role in their lives and which ones have retreated. Going dark or silent during these times might cost brands heavily in the longer run, as active brands would like to take the advantage to create a halo effect and establish themselves as leaders in their industries. Our recommendation to all brands is to focus on accelerating digital experience and eCommerce capabilities, build new

audience cohorts by using offline data models from pre COVID period like retail, POS, POI, location in combination with current online behavior of same audience cohorts through advanced data modeling exercises. And most importantly prepare for the rebound strategy for the coming ‘The New Abnormal’.

Authored by Bharat Khatri, Country Head – Xaxis India     

Tags: Bharat KhatriBrand marketing strategyprogrammatic advertising.Xaxis India

Related Posts

Mohit Joshi, CEO, Havas Media Group India  
2021

The 4Ps that we will focus on in 2021: Mohit Joshi, Havas Media Group India

by Kalpana Ravi
January 25, 2021
0

The 4Ps that we will focus on in 2021 Mohit Joshi, CEO, Havas Media Group India  PEOPLE Our biggest asset...

Read more
Praveen Nijhara, CEO, HANSA RESEARCH
2021

Evolving with Spirit, Healthy Collaboration and Innovation is what we look forward to in 2021: Praveen Nijhara, HANSA RESEARCH

by Kalpana Ravi
January 25, 2021
0

Evolving with Spirit, Healthy Collaboration and Innovation is what we look forward to in 2021 Praveen Nijhara, CEO, HANSA RESEARCH...

Read more
Vishal Gondal, Founder & CEO, GOQii

We are committed towards PM Narendra Modi’s vision of being ‘Atma Nirbhar’ and producing in India: Vishal Gondal

January 23, 2021
Innovation will be the cornerstone of our business to stay relevant amid the stiff competition: Khushboo Solanki Sharma

Innovation will be the cornerstone of our business to stay relevant amid the stiff competition: Khushboo Solanki Sharma

January 23, 2021
Times Network Contemplates Legal Action in BARC TRP Scam

Times Network Contemplates Legal Action in BARC TRP Scam

January 22, 2021
Justice Gita Mittal named Chairperson of Broadcasting Content Complaints Council

Justice Gita Mittal named Chairperson of Broadcasting Content Complaints Council

January 22, 2021
Focus 2021: Future is Hybrid for us

Focus 2021: Future is Hybrid for us

January 22, 2021
Zing will look at strong content partnerships which will go well with the new normal and help bring change in the society: Pankaj Balhara

Zing will look at strong content partnerships which will go well with the new normal and help bring change in the society: Pankaj Balhara

January 22, 2021

Subscribe to Newsletters

Trending

Zee Cinema presents the world TV Premiere of Gunjan Saxena on 27th December
Featured

Zee Cinema presents the world TV Premiere of Gunjan Saxena on 27th December

by Editorial
December 26, 2020
0

Mumbai: Zee Cinema is all set to premiere the ever-encouraging story of a girl who dared to dream, with the...

Zee Kannada to telecast new serial ‘Sathya’ on 7th December

Zee Kannada to telecast new serial ‘Sathya’ on 7th December

December 3, 2020
Lionsgate Play expands its global reach into Indonesia Market led by Rohit Jain

Lionsgate Play expands its global reach into Indonesia Market led by Rohit Jain

January 21, 2021
ZEE Keralam to launch new serial ‘Kaiyethum Doorath’ on 30th November

ZEE Keralam to launch new serial ‘Kaiyethum Doorath’ on 30th November

November 24, 2020
Govind Rajan, COO of Cuemath Passes Away

Govind Rajan, COO of Cuemath Passes Away

January 20, 2021

Contact Us :

UPLIFT MEDIANEWS4U DIGITAL PVT LTD

No. 82, Aram Nagar 2, JP Road

Versova, Andheri West

Mumbai – 400061

Umanath.V
+91-99400-17868
umanath@medianews4u.com

© 2019 medianews4u.com

No Result
View All Result
  • Media
    • Exclusive
    • Buzz
    • Movers & Shakers
    • Events
    • International
  • FOCUS 2021
  • Television
  • Advertising
    • PR
    • Mobile/Digital
      • Marketing
  • Radio
  • OTT
  • Print
  • Cable & DTH
  • Brand Stories
  • Leaderspeak
  • STRAIGHT TALK
  • My Column

© 2021 JNews - Premium WordPress news & magazine theme by Jegtheme.