BrandWagon Conclave 2020: How creativity can fuel user acquisition on digital

By: |
Updated: Sep 22, 2020 8:11 PM

With digital taking center stage, creativity and innovation in communications have emerged as the top priorities to stand out amidst the clutter

While creativity is important for businesses, there is a no ‘one size fits all’ approach across different platformsWhile creativity is important for businesses, there is a no ‘one size fits all’ approach across different platforms

As businesses have taken to digital media in order to drive user acquisition, creativity and innovation in communications have emerged as a top priority. “With the audiences continuously consuming content today, it has become important to stand out and it’s imperative to do that with creativity, new campaigns, and innovation, which helps you get to the top,” Abhishek Joshi, head of marketing and business partnerships, MX Player, said. He was speaking at the inaugural edition of the BrandWagon Conclave, held virtually. The session was moderated by Gopa Menon, COO, Isobar.

According to Sukhpreet Singh, corporate head, marketing, Dish TV and Watcho, DishTV India Ltd, the correlation between creativity and performance has been increasing over time and will continue. “Pre-Covid, the competitive advantage in all of the digital campaigns was more efficiency and volume driven. The key difference in today’s scenario, however, is that it’s not just restricted to efficiency, but has shifted to creativity because within the same efficiency and tools that are available across businesses, you have to drive more conversions with a lesser amount of money,” he added, highlighting the role of creativity as a key performance driver.

While creativity is important for businesses, there is a no ‘one size fits all’ approach across different platforms. As per Shirish Agarwal, CMO, Panasonic, what works on television may not work on digital. Likewise, digital platforms are also evolving. Citing an example of how a piece of content may not work across all platforms, he highlighted that while Facebook is there to drive reach, Instagram is there to drive lifestyle imagery and visual appeal, Twitter is there for engagement and YouTube is for video repository. “Keeping that in mind, you need to develop assets accordingly,” he stated.

Further, even as creativity in advertising is key, it should not just be restricted to content but also in space planning, technology, and the timings, Sandeep Shukla, head, marketing and communication- global operations, Jaquar Group, said. “Digital agencies need to acquire a lot of creative talents. Creativity has to be a central agenda across the entire ecosystem of communication,” he elaborated.

Read Also: BrandWagon Conclave 2020: How brands can leverage micro moments in marketing

Follow us on Twitter, Instagram, LinkedIn, Facebook

Get live Stock Prices from BSE, NSE, US Market and latest NAV, portfolio of Mutual Funds, calculate your tax by Income Tax Calculator, know market’s Top Gainers, Top Losers & Best Equity Funds. Like us on Facebook and follow us on Twitter.

BrandWagon is now on Telegram. Click here to join our channel and stay updated with the latest brand news and updates.

Next Stories
1The Moms Co. launches their #AgelessExpression campaign
2L&K | Saatchi & Saatchi to manage integrated mandate of Bharti AXA Life & General Insurance
3Future Group’s Pawan Sarda on how to build brands; starts Sorted