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Expectations from the brand and marketing industry in 2019
MUMBAI: The world of marketing is perpetually changing with constant innovative practices in the field of social media and automated ad tech. As broad-brush marketing techniques have dwindled, brands are battling to maintain their originality and meet customer expectations in an ever-evolving technologically advanced world. From multimedia content creation to influencer marketing, 2018 saw some excellent marketing trends adapted by brands across various verticals.
The next big leap is the application of artificial intelligence and voice search for personalised advertisements and better data analytics. AI and voice searches have grown from niche to buzzword to mainstream and brands are entailed to incorporate them in their marketing strategies.
With numerous emerging trends, the B2B marketing landscape has become more competitive. From email marketing to landing pages and content recommendations, personalisation isn't limited for B2C brands anymore. What a brand stands for has become very relevant for B2B organisations as well. Companies working in B2B space now understand how content outreach and online advertising can help them strengthen their customer base and create brand awareness. However, they are still in transit to use more digital tactics to drive ROI and growth. Marketers are continuously looking for more exciting ways of story-telling and more innovative content formats to lure their B2B prospects.
Advertisements are no longer the pool for the same kind of talent. Brands have gotten smarter about the content they publish on various platforms. They know that to allure a better reaction from the audiences, they need to give an experience tailored according to consumers' dialect. Everything brands do, need to help them achieve their goal, target their ideal audience and get the most out of the content as possible.
Ephemeral content and stories have soared in popularity as they display quick content with different features such as polls, GIFS, boomerangs, etc. Viewership of digital videos, both on over-the-top and social platforms, continues to be more captivating than television. Besides, with brands investing in influencer marketing, Instagram and Snapchat are increasingly gaining ground. Mobile spending across all the sectors has increased because it provides more targeted ad campaigns.
With new marketing trends continuing to evolve, the pressure on marketers for optimising the digital strategies has increased. Advertisers want to engage consumers with more relevant content and thus, are spending on platforms providing a direct and real-time connection with the consumers. Communicating with customers on a one-to-one basis encourages them to engage more with a brand's product or service.
Team Pumpkin has grown well and healthy in terms of revenue and bagging new clients in 2018. The New Year is looking more promising. I believe that we need to connect deeply with other people, not just within our agencies, but with the people who are going to buy what we are selling. We aim to provide integrated communication solutions to maximize our client base and expand our footprint nationally.
(The author is co-founder and CBO, Team Pumpkin. The views expressed here are her own and Indiantelevision.com may not subscribe to them)
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
