Mediaboss Marketing

Murali was with Pepperfry for more than a year

by exchange4media Staff Published - Mar 27, 2023 4:02 PM | 1 min read

Naveen Murali, the Vice President and Head of Marketing atPepperfryhas reportedly moved on.

A report in a leading business portal, a company official said that "Naveen wanted to explore opportunities outside of Pepperfry and hence, he moved on."

Murali was with Pepperfryfor more than a year. He joined the company in December 2021.

At pepperfry, Murali was driving marketing and brand strategies with an aim to drive brand awareness across lucrative untapped markets as well as capture share in the furniture and home dcor industry.

Murali has an extensive experience of over 10 years in marketing, sales and building business competencies. Prior to joining Pepperfry, Naveen was associated with brands like Asian Paints and Oracle across business and marketing roles.

He is an MBA from the Indian Institute of Management, Kozhikode and holds a degree in Engineering from NIT, Warangal.

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At the conference, experts shared how brands choose magazines as their media vehicle in the regional market

by exchange4media Staff Published - Mar 27, 2023 1:47 PM | 3 min read

At the Indian Magazine Congress 2023, industry leaders across the magazine and the media industry came to share insights on magazines and advertising. Following the panel discussions, the media experts discussed how magazines can participate in enhancing brand engagement with their communities. The list of panellists included Anita Nayyar, COO-Media, Branding & Communications, Patanjali Ayurveda Limited; Mohit Joshi, CEO at Havas Media Group India: Jean-Paul Reparon, Managing director, AgriMedia & BatavierenBende. The session was moderated by B Srinivasan, Managing Director, Vikatan Group.

Srinivasan opened the session by talking about how the magazine has always been quintessentially a storyteller and brands always valued storytelling. He further raised the question that how living in the digital arena, we can see magazines becoming a brand as they were used to be before. Answering the question, Anita said, Despite knowing that magazines have lost their sheen with time, we must look at the communities magazines have built over the years and the way brands have been engaging with those communities. Magazines need to reengineered and reinvent themselves to cater to the brand's demands in the current arena.

Furthermore, Mohit mentioned how traditional media contributed a major proportion to the brands ROIs in the earlier days when magazines played a decisive role in advertising. He said, Today brands are intensively concentrating more on getting the return from the investment instead of focusing on content, to build a brand. Previously brands were focusing on brand building using magazines, but now with fast-evolving and ever-growing market demands, brands try to get abundant returns in the given period, debunking the fundamentals of making a brand. With the changing time, agencies need to update their methods of engaging with the audience using the magazine as a medium.

However, Anita shared a little different view on Magazines and ROI; she shares that brand and magazines must cater to the audience demand in a given period to build sustainability in the market. By creating more personalised experiences and contextual targeting, a brand can expect returns in the available time.

Sharing more on how content is an essence of ROI and how magazines help in brand building, Jean said, If the content is not fabricated in a more engaging and informative manner then the brand will never be able to create a valuable impact on their audiences. In addition, Mohit said, When the magazine is bought for the content and the brand is integrated into it then it creates a tremendous impact on the audience. Recently, we are preparing content for Hyundai where they have signed five women cricketers and we are covering their issues targeting different magazines. Anita added and said, Patanjali is the largest FMCG brand today, we are a firm believer in print because of the credibility and audience engagement it has built and maintained over the years. We are resonating Ayurveda and reaching the right audience using the right media vehicle. Talking more in the discourse of the regional market, Anita mentioned that down the south due to high literacy levels and other regional market factors, people are more into reading, which signifies the high ROI for brands that penetrate well into the markets.

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As per sources, the newly launched beverage brand by RCPL will be the official pouring partner for Sunrisers Hyderabad, Punjab Kings and Lucknow Super Giants

by Tanzila Shaikh Published - Mar 27, 2023 2:51 PM | 1 min read

The recently re-branded CampaCola is all set to get on board the IPL season by partnering with three teams.

Sources confirmed with e4m thatCampaCola is going to be the official Pouring Partner with Sunrisers Hyderabad, Punjab Kings and Lucknow Super Giants for this season.

The brand wants to capitalise and penetrate various regions of the country and become a go-to cola brand being available at off-beat places.

Sources told us that the brand was planning activities to engage with the audiences using social media, via engagement with the fans and on-ground engagements.

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Internet marketing, structural engineering, Swift, and mobile app development are also among the top five highest-paying skills in freelance projects

People with SEO search engine optimisation skills earn the highest in freelance projects with an average of $2,463 a project in India, according to data by Freelancer.com, shared exclusively with Moneycontrol.

The SEO skill category is broad and can encompass a variety of different projects, from hiring freelancers to write SEO-friendly content to more technical practices such as website audits and optimisation.

Other than SEO, internet marketing, structural engineering, Swift, and mobile app development are among the top five highest-paying skills in freelance projects.

Further, the five most popular jobs for Indian freelancers are graphic design, PHP, HTML, website design and photoshop.

Across the world, design jobs such as UX Design, Photoshop and Illustrator were the highest-paying freelance category at the high-end, with freelancers being able to earn up to $263,571 in one year. This was followed by Game Development (up to $258,501), Coding (up to $219,108), Mobile App Development (up to $145,200) and Website Development (up to $141,923).

Not cafes, freelancers chose WFH

Freelancer.com added that over 12.29 lakh new users were from India, where students made up the largest percentage 30.5 percent. Full-time employees and part-time employees constituted 10.9 percent and 12 percent of new users in 2022.

Though we don't have data to compare, what we can see happening, anecdotally, is that layoffs are driving more people to explore freelancing as a way to earn an income. People are also more willing to be their own boss or start a business, Matt Barrie, CEO of Freelancer.com, told Moneycontrol.

When surveying more than 94,028 users on the platform, it was found that a majority of users hold a bachelors degree or higher (63.5 percent).

An overwhelming majority of freelancers continue to work from home (75.3 percent). While there is a common misconception, cafes (0.5 percent) and outdoors (1.3 percent) only make up a very small percentage of where freelancers work from.

In addition to saving money, there are several advantages to working from home, such as flexibility, time-saving and lower costs. Barrie expects to see the percentage of freelancing from the office go up as a result of workplaces making a return to the office mandatory.

Sticking to a long-term business plan remains a challenge

One in three entrepreneurs isnt starting a business because theyre either too comfortable or dont have enough money. These are the two main reasons revealed in the survey of more than 16,000 Indian entrepreneurs on Freelancer.com.

One in 10 needs more motivation to start, while others dont have a clear idea about what theyre doing, dont have enough time, or already have their own business.

Further, almost one in three Indian business owners struggle to create and stick to a long-term business plan. Hiring the right talent is the second biggest challenge business owners struggle with, followed by attracting/acquiring more customers.

2023 predictions

In 2022, the Freelancer.com platform observed a ripple effect caused by mass tech layoffs globally. As layoffs were announced, it would only take a matter of weeks for highly skilled freelancers to join the platform.

After a few months, employers would then join the platform to hire for highly specialised, niche tech jobs. In turn, this grew the number of tech and IT jobs on the platform, with some growing as much as 60 and 80 percent, quarter-on-quarter.

The first wave of the trend began in Q2 2022, when the initial mass layoffs were announced, and continued through the year. This trend is expected to continue as more tech companies look to reduce headcounts and lay off employees in 2023.

Abhishek Sahu covers HR and Careers at Moneycontrol.

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At the Pitch CMO summit, Mihir Karkare, EVP, Mirum India shared insights from the Mirum India Martech report 2023 on the state of MarTech in India today

by exchange4media Staff Published - Mar 27, 2023 2:51 PM | 4 min read

In todays world where technology is an integral part of our everyday lives, marketing has become as much about technology as it is about creativity.At the Pitch CMO Summit Mumbai held on March 24,Mirum India EVP Mihir Karkare spoke about the learnings from the Mirum India Martech Report 2023. Mirum, a part of WPP, is a full service digital and MarTech agency.

The report, which was released during the summit, is based on insights garnered from more than 200 marketing decision-makers and marketing leaders spread across multiple industries in the country, including BFSI, e-commerce, FMCG, retail, hospitality, real estate, automobile, healthcare and consumer durables, to name a few.During his session titledRise of the MarTech explorers & insights from the state of MarTech in India. Karkare also shared a glimpse of the methodology and extensive work that went into putting together the third edition of the report.

Globally, the percentage of spends that marketers make on MarTech is over 25%, but in India, less than 15% is spent on MarTech, as per the reports findings. This even though there has been a significant buzz around the topic in the last few years, which means there is a significant headroom for growth in MarTech in India, said Karkare.

Significantly, 88% of respondents have shared that they plan to increase their spends on MarTech in the coming years. Some of these companies have moderately used MarTech tools, but will substantially increase their spending & somewhat in the next three years. Some others are extensive users of MarTech tools currently and will increase their spending substantially in the next three years, according to the report.

Another aspect that stood out, said Karkare, was that most of these companies were looking at hardcore business results as objectives from their MarTech spends, which can drive leads and sales.

So while lead generation, customer engagement, and brand buildingwere counted as the top four objectives to be achieved using MarTech last year as well as this year, this was the first time that driving sales made it as one of the top four business goals achieved using MarTech, said Karkare.

Karkare also shed light on some of the biggest challenges that marketers faced in adopting or using MarTech tools. The organizations that refrain from using MarTech tools, cite that the biggest hindrance is being unable to measure ROI. The other challenge that companies encountered are the complexity in setting up or implementation of the MarTech tools. Companies also found the process of choosing Martech tools as too complex.

Some of the hindrances that respondents have shared include not having the required skill sets to use MarTech, their audience not being digital-first, and their partners not having the required skill sets to use MarTech. Another stumbling block that marketers faced was being unable to convince the decision makers.

There is also a marked difference in the approaches of CEOs and CMOs in an organisation when it comes to the adoption of MarTech tools, and how an organisation perceive and use customer data. CEOs tended to be more critical of their organisations data maturity and capability, as compared to CMOs. This critical approach taken by CEOs on customer data unification will ensure a significant top-down push for adoption of marketing technologies like CDP in the immediate future, said Karkare. The duo also differed on their viewpoints on the preferred MarTech team skill sets: where CEOs tended to follow a more holistic and broad-based approach when it came to their MarTechs team skill sets, CMOs tended to prefer some specific skills far more than others. 71% of CMOs cited data and analytics as their most preferred skill in the team, and this is reflected in their approach for executing marketing campaigns.

Significantly, when it came to the preparedness of an organisation for new and emerging technologies like Web 3.0, metaverse, blockchain and so on, a vast majority of respondents claimed that their organisation was unaware about the implications of these technologies. Another set of respondents shared that the awareness about them was sparse and that there was no systemic way to address these changes, according to Karkare.

With the advent of Web3.0, and the movement towards a cookie-less world, rethinking marketing strategy is on the cards for most organizations. However, not everybody seems to be prepared for this change, noted Karkare.

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There is a significant headroom for growth in MarTech in India: Mihir Karkare - Exchange4Media