By Vivek Chandra Shenoy
From the success of Chandrayaan 3 and its rapid ascent into a meme fest that circled the moon and back, to brands mastering the art of moment marketing, AI ushering in groundbreaking changes that surpass human imagination, and India claiming the title of being one of the biggest markets — 2023 has been a year of remarkable events. As the ancient Chinese curse or blessing goes, “May you live in interesting times”, indeed, we find ourselves in such times, and whether they turn out to be a curse or a boon – we will only be able to state in hindsight.
Reflecting on the year, it becomes apparent that marketers haven’t merely stuck to their existing strategies – they’ve embraced innovation to navigate the ever-changing marketing landscape. 2023 established a robust foundation for the future of brand content in 2024 and beyond. So, what were some of the trends that will influence the future?
Brands leveraged generative AI at every stage of the funnel
2023 was probably the first year in history when almost every notable brand incorporated generative AI. While the potential of generative AI was evident, only a handful of brands managed to make a lasting impression through its implementation. An excellent example is Cadbury’s Celebrations Birthday Song campaign, which successfully utilized generative AI to create a unique and memorable experience for consumers.
Today, AI is being employed across the marketing funnel. Britannia 50-50 Golmaal, for instance, allowed users to engage with cricket legend Ravi Shastri during the cricket season and receive Golmaal advice through personalized video responses. From advertising creatives to chatbot interaction to immersive shopping experiences, more and more marketers will leverage technology to stay ahead of the game.
Chandrayaan 3 and memes that landed softly
Brands elevated their celestial charm as Uber, Amul and Lays celebrated the success of the Chandrayaan-3 mission with witty and quirky moment-marketing messages. Uber’s catchy “sir/madam location pe aa gaya hu” and Amul’s iconic “Moon meetha karo” slogan brought smiles and laughter with their creative concepts. Whether it’s LAYS’ “Moon Landing Edition” chips or Swiggy declaring that the third time is indeed the charm, the lunar festivities were in full swing. From congratulations to humorous art pieces, these brands added their distinctive flavors to celebrate Chandrayaan-3.
The Discovery of good quality content through search
No conversation on content marketing is complete without touching upon how SEO impacted content, and by that measure how the search (read Google search) evolved in 2023. While ChatGPT may redefine the way we search in the future, Google continued its focus to enhance helpful content discoveries and review updates apart from core algorithm updates. The 2023 updates emphasized the inclusion of reviews, aiming to reward high-quality reviews having insightful analysis and original research authored by experts or enthusiasts. These updates evaluate content at the page level, prioritizing articles, blog posts, and other standalone content that offer recommendations, opinions, or analysis.
As a result, the impact on quality content remains positive, leading to the expectation of increased discovery for authentic and insightful content, and a decline in content intended for search engines.
Brand Bonanza at Men’s ICC World Cup 2023 puts fans in a spin!
What’s truly remarkable is that the ICC Men’s Cricket World Cup 2023 saw a 34% increase in the number of brands advertising as compared to 2019. This signifies that the event continues to be the ultimate platform for brands to make their mark and establish their presence. While there were fewer start-up/fast-growing brands in the advertiser pool, we witnessed a spike in legacy brands participation. Some campaigns struck a chord with the nation’s unwavering passion for sports. Take, for example, the quirky Zepto campaign titled “Grocery Delivery at Bumrah’s Speed,” featuring Bumrah in a fighter jet, urging his companion to kick it up to fifth gear. Likewise, the Thums Up campaign titled “Thums Up Utha India India Macha” captured prevailing sentiments and deep-rooted emotions among Indian cricket enthusiasts. Celebrities were preferred, as they helped brands effectively communicate and establish their messages in a short time.
In conclusion, the future of brand content holds tremendous potential for innovation and engagement. The integration of technologies like AI will push the boundaries of brand-consumer connections, offering experiences that surpass human imagination. At the same time, the emphasis on insightful and authentic content that resonates with consumers will continue to be a driving force. As we look ahead, brands have a unique opportunity to leverage these exciting possibilities and create meaningful connections with their audience.
The author is VP- marketing and strategy of Red Bangle