On 4th of May’20, School of Communications and Reputation (SCoRe), hosted Deeptie Sethi for a masterclass on the Impact of Digital Learning and How is it evolving. Having headed corporate communications at companies like Ford Motor Company and BBC World, Deepti is currently the founder of a company called CompliMentors, a purpose-driven technology platform.
Deeptie kicked off the session with a look at the global digital growth. There are 55cr. Internet users in the country. In the wake of digital media in the country, the mediums and markets that will gain more popularity than ever are voice search, OTT platforms and VOD, VR and Chatbots, and Regional and Video based content.
The second thing that she mentioned was the P-O-E-M framework of Digital Marketing. This framework refers to Paid, Owned and Earned Media. This framework includes everything starting from Media Integration, Incentives, Content to Publicity, Influencer Engagement and Partnerships. In this context, she shared with us the case study of Ford’s Ecosport where the global reveal of the model was done through auto shows in India and China. The case study is a perfect example of how a brand achieved paid, owned and earned media through various media platforms and activities.
The next part of her session focused on how consumer behavior has changed in the past 5-7 weeks. Here are the seven characteristics of change that she mentioned:
We, as consumers, right now are somewhere between restricted living and approaching towards living a new normal life. There will be changes in all the verticals of life as people will focus more on healthcare. According to a report by Nielsen, 16% of respondents intend to stop taking public transportations. There is also a huge paradigm shift happening in Media consumption. There is increased viewership in television, there is an increase in the usage of smartphones, an increase in video streaming, social networking, and gaming. The vertices of media which are witnessing a decrease are mediums like Out of Home Advertising (OOH), experiential events, and transport. In such a situation, brands should focus on:
Also, people are looking for de-stressing entertainment. According to reports, 74% of people are deliberately choosing media content that will help them relax and de-stress at the moment.
She concluded the session by talking about some fastest-growing trends such as Work From Home, Webinars, Remote Working, Online Collaboration, Business Continuity, and so on. “Marketing shouldn’t stop even during a crisis. Digital is the need of the hour and is going to be the new normal.”, signed off Ms. Sethi
– Baishali Banerjee
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Baishali Banerjee is a part of the Class of 2020 of PG Programme in PR and Corporate Communications at SCoRe, Mumbai. She completed her winter internship with Genesis BCW, Mumbai.
She is from Kolkata. She did her graduation in Media Science with a specialization in Public Relations and Advertising from NSHM Knowledge Campus, Kolkata. She has always been curious about the corporate world and how all these huge brands function and connect with their consumers on a day to day basis. She interned with Ketchum Sampark for a period of three months under the Brands & Lifestyle team. This experience made her more curious about the PR fraternity. Also, she is a person very open to learning and her interests lie in corporate, entertainment and lifestyle.
She can be reached at @baishalibanerj5 on Twitter and as Baishali Banerjee on LinkedIn