How it Works – Page 167

Gaming in 2023: Brands, marketers must promote responsible gaming as part of communication

Celebrity endorsements in the gaming category have already picked up and going into FY24 we should see more celebrity faces for promotions of different kinds of games. Owing to the diversity within the country and the nature of entertainment consumption in India, we will also witness more regional celebrities being onboarded for the effective growth of the respective regions. (Representative Image: Matthew Ball via Unsplash)

From leveraging data to the confluence of key events in sport and festive season, here’s what gaming marketers are watching out for in 2023.

Weekly Shorts: How Indian micro and nano-influencers shined in 2022

Various metrics suggest that influencer marketing potential for raising brand awareness and producing an ROI is still untapped. Even though the various influencer categories are developing at a strong engagement rate, the number of influencer posts have mostly stayed the same in 2021 and 2022. (Image source: @meh_chali, @akshxtx_pagar, @yash_chokshi, @surbhirohra, @venurasuri)

What’s buzzing in influencer marketing and the creator ecosystem? What’s the next big thing coming down the line? Catch the big trends and hot topics in our weekly shorts.

Emily in Paris to Mad Men: Shows that have powerful characters from media and adland

These celebrated TV shows reveal the nuances of these industries backed by powerful and engaging stories and characters. We suggest add these to your watchlist or re-watchlist now. If you have any recommendations for us, drop your suggestions on our social pages. (Stills from YouTube videos)

The relentless world of media, advertising, and PR has been showcased through remarkable storytelling and stellar actors in these shows. Go watch or re-watch now.

Why advertising veteran Meenakshi Menon thinks 2022 was the year of loss

The account will be handled out of the agency’s Mumbai office.(Representational image by Jon Tyson via Unsplash)

Meenakshi Menon shares an unfiltered review of 2022 – ‘a year of loss’. However, she is optimistic about 2023.

Brad Pitt to Ranveer Singh, Gucci to desi startups: Brands and consumers warm up to fluid fashion as gender stereotypes take backseat

New-age fashion brands are backing a modern marketing mantra for their clothes that focus on inclusivity and sustainability. (Image courtesy: The Pot Plant)

Propelled by global celebrities and Gen-Z consumers, gender fluid fashion is cooking up a storm in the retail space in India.

YouTube bets on educational content and learning; What does this mean for the marketing community?

While educational content has been available on YouTube for several years, making it an open and free university of sorts; the platform's latest move to boost educational content will allow creators to provide viewers with a more comprehensive, structured learning experience. (Representational image: Siora18 via Unsplash)

Marketers today have the appetite for upskilling to stay relevant. This could result in more sign-ups for “YouTube University”

Meme Marketing 2023: How memes become weapons of virality in a brand’s marketing arsenal

Meme marketing, is an increasingly popular category that brands have begun to focus more on in the last couple of years as a result of the forced digitization due to the pandemic. In India, the number of internet users grew substantially during the lockdown. With nothing to do other than consume tons of content, memes gained immense traction and became a dependable source for marketing. (Representational image by Justin Lim via Unsplash)

With social media roles requiring meme creation as a necessary skill and with the growth of meme marketing agencies, can memes become a key mode of marketing communication for brands?

Simply Speaking: Loyalty – A mirage or a fountainhead?

Brands earn loyalty by distinguishing themselves with their actions. The decline and death of brands has been predicted with every disruption whether private labels, ecommerce or near perfect information availability. Instead we find top brands are strengthening their positions across industries. Loyalty is not dead, only the ability to create loyalists is wanting, writes our columnist in this week's Simply Speaking. (Representational image: Artem Beliaikin via Unsplash)

Marketers who can’t earn customer loyalty declare that it is dead.

Big Tech’s ad business can be a monopolist threat: Standing Committee on Finance

The report said, “It should provide advertisers information on a daily basis, regarding price paid by the advertiser and the remuneration received by the publisher. It should provide advertisers and publishers with access to the performance measuring tools of the gatekeeper and the data necessary for advertisers and publishers to carry out their own independent verification of the advertisements inventory, including aggregated and non-aggregated data." (Representative Image: Aman Pal via Unsplash)

The committee also recommended that the government should consider and introduce a Digital Competition Act to ensure a fair, transparent and contestable digital ecosystem.

Weekly Shorts: Top 10 trends to accelerate the pace of influencer marketing goals

Here’s what leaders in advertising and marketing thought about the Interim Budget. (Representative Image: Kina via Unsplash)

What’s buzzing in influencer marketing and the creator ecosystem? What’s the next big thing coming down the line? Catch the big trends and hot topics in our weekly shorts.