Audio On The Webinar Series | ABCs Of A Superhit Media Mix: Adaptable, Balanced, Curious

Over the last few months, we’ve adapted to a new rhythm of daily life. All activities — working, cooking, exercising, and even socializing (virtually!) — are taking place under one roof. Thanks to these massive worldwide lifestyle changes, the landscape of media consumption looks different now. And this has left marketers reevaluating the effectiveness of their strategy. How do you stay relevant? How do you allocate budgets towards building a media mix that will cut through the ups and downs of uncertainties and make meaningful connections?

The last few months have made it crucial for brands to invest in digital media. And part 2 of Audio On The Webinar Series was all about helping marketers build for the future and transition smoothly into an updated media mix.

The second webinar in the Audio On series, Adaptable, Balanced, Curious: ABCs of a Superhit Media Mix, was moderated by Virginia Sharma — VP, Brand Solutions, JioSaavn. Speakers included Rajni Menon (Chief Strategy Officer & Head of Solutions Development, Dentsu Aegis Network) and Rohit Pillai (Head of Marketing at Habbit, Ex Bira 91). It explored the different ways in which brands can not only navigate but win in the face of uncertainties in the market.

A Snapshot of the New Reality: What’s Changed and What Hasn’t

The series kicked off with a quick look at what our environment looks like now. We continue to navigate uncertainties and challenges, but with the early days of lockdown behind us, we’re settling into a new routine.

“Adaptation is the name of the game,” says Rajni Menon, Chief Strategy Officer & Head of Solutions Development, Dentsu Aegis Network.

Traditionally, marketers have followed the informal 80:20 rule (spend 80% on media and 20% on content production). Today, however, that rule is being called into question with brands creating more content — via influencers or innovative media platforms. Younger brands have been adapting quickly to a new environment, and that is largely because of their focus on building quality content.

Media Planning for a New Era

“Don’t just invest in media, invest in storytelling,” says Rohit Pillai — Head of Marketing at Habbit, Ex Bira 91

The best loved brands play many roles — entertainer, expert advisor, thought leader. And with the right media investments, marketers build strong and long-sustaining bonds with audiences. This is not a time to tighten budgets; it’s a time to explore new media avenues and forge new connections.

In this context, there were two main pieces of advice shared with media planners:

1 — Make data-driven media planning decisions: There is an opportunity for marketers to monitor the results of various media spends in real-time and readjust accordingly. In a fast-changing environment, it’s best to design a media plan that allows marketers to make changes faster, and explore mediums that haven’t been tried before.

“This is the right time to experiment with buying media inventory from new platforms,” says Rajni.

2 — Invest in building brand stories: There’s more to media buying than investing in leads and impressions; it’s about creating culture. Consumers fall in love with brand narratives, and this is the time to focus on building one. Rohit’s advice to marketers is to spend time creating a brand identity. Users who are sold on the brand philosophy are those who will remain loyal through the ups and downs of the market.

The Programmatic Promise: Delivering the Right Message, at the Right Time, to the Right User

With more and more marketers adapting to the landscape of programmatic media buying, a question arises: is it at odds with the idea of larger brand narratives and storytelling? Does programmatic push the idea of seeing customers as a transaction ID? Rajni says the answer is no.

Programmatic offers a treasure trove of insights that allow marketers to make informed decisions about the right way to tell their story. It is a different way to buy media, and it should be used the right way. There’s much more to programmatic than mapping a typical user journey; it’s a tool that allows marketers to truly understand their consumer’s journey and persona due to the rich data available.

In Conclusion

“Don’t meet your consumers where you want them to be, meet them where they are,” said Virginia Sharma — Vice President, Brand Solutions, JioSaavn.

It’s crucial to allocate marketing spends towards understanding who the consumer is, says Rajni. To create a brand identity and long-term story that resonate with users, it’s crucial to understand who the user truly is. Beyond personality and demographic information, what triggers them to make a purchase? When did they learn about the product? What potential barriers stand in their way? Having these insights helps create stronger long-term relationships.

Before the webinar concluded with a fabulous regional hip-hop playlist from JioSaavn’s Artist Originals musicians, listeners were left with the main takeaways in the form of the emergence of a new ABC: Audience, Brand Identity, and Customer Journey.

• Marketers should understand who their customers truly are, beyond demographic and geographic data
• It’s time to invest in brand narratives and storytelling
• Create an adaptable, balanced, and curious media mix to map out a holistic customer journey

For more details, do reach out to us at advertising@jiosaavn.com.