Marketing Digest - Volume-VII

Let's move on to some of this month's best, most concise, and most useful news.

Tanmay Bhat puts 'Samay' to good use in new Kotak811 spot:

• Kotak811, a semi-autonomous digital bank, Kotak Mahindra Bank Limited (“KMBL”/“Kotak”), has announced the launch of a campaign promoting Kotak811 as a digital bank.
• The campaign will strengthen Kotak811 as a digital bank that helps customers make better use of their time thanks to simple and convenient banking solutions.
• “Kotak811’s digital banking solution makes banking so much easier and more convenient, giving you more time to do what you love, can be used for things you really care about.

How retailers will spend their marketing money in 2023:

• “The outlook for retail advertising in India in 2023 is expected to be significantly impacted by the ongoing digital transformation and increased use of technology.
• ?“In a recession world, I think the focus will be on demand-side marketing. Experiential marketing will also be available to retailers in an important year in India.
• Businesses continue to create impactful content through their digital catalogs, grow their presence through media, and reach more consumers every day.
• Manvi Aggarwal puts it in the right words, a brand-led brand, whether it's a genuine commitment towards sustainability or a focus on job creation for marginalized communities.

Bumble's new hyper-local campaign celebrates cultural diversities:

• Bumble enters these markets and reaches new audiences with debut campaigns that take a hyper-local approach.
• Each film celebrates Bumble's diverse community, their connections, and their first steps in their own city.
• Bumble's new integrated campaign captures the unique nuances and essence of different cities in modern India, highlighting local cultural differences, bespoke regional music and popular places to visit.
• Speaking about the campaign, Samarpitha Samadhar, his Communications Director for Bumble India, said: Connections and the best first steps to take in their city.

Twitter advertisers to know if ads seen by real users or bots:

• Twitter has decided to partner with ad verification firms Integral Ad Science and DoubleVerify to ensure that ads are seen by real people rather than bots, the media network reports.
• In another attempt to do so, Twitter announced late last year that it would soon introduce new controls that advertisers can use to prevent ads containing certain keywords from appearing above or below their Tweets.
• Meanwhile, Elon Musk recently said Twitter's pricier subscription plans will be completely ad-free.

US sues Google, new lawsuit aims to break up tech giant's ad unit:

• Big tech giant Google has been sued for the second time by the US Department of Justice for its anti-competitive practices.
• This is the US Department of Justice's second antitrust lawsuit against the tech giant.
• The lawsuit seeks to dissolve the technology giant's ad tech division over its monopoly in the digital advertising space.
• Google countered that the US Department of Justice lawsuit "seeks to pick winners and losers in the highly competitive ad tech space.
• " The tech giant doubled down by saying the lawsuit was an attempt to "rewrite history at the expense of publishers, advertisers and internet users.
• " The Indian Competition Commission has imposed harsh penalties on the company for abusing its dominance in the Android ecosystem.

ChatGPT might change advertising — but it won’t revolutionize it:

• Microsoft quick invested $10 billion withinside the business enterprise, BuzzFeed stated it'd use its services to create content material, and the tech is on the middle of campaigns for manufacturers Mint Mobile and Avocados from Mexico.
• Advanced language fashions like ChatGPT that use herbal language processing and GPT-three era can generate huge quantities of wonderful content material at a fragment of the price and time it takes for humans, defined Lanie Shalek, director of increase advertising at Jobi Capital.
• ChatGPT additionally has limits for making content material from scratch: even as it may pull collectively and assemble records that already exists, it can not generate new thoughts which might be the lifeblood of sturdy advertising campaigns.
• AI-generated replica will in all likelihood be a super canvas for brainstorming thoughts and arising with draft concepts, however even beneathneath the pleasant circumstances, manufacturers and entrepreneurs will need a human chargeable for very last edits,” stated Mark Sturino, VP of information and analytics for unbiased media company Good Apple, in emailed comments.
• “Whether it is an company, a business enterprise or a consultancy, I can not trust there are top advertising groups that do not have already got a honest quantity of revel in with AI,” stated New England Consulting Group's Stibel.

What TikTok’s shifting US presence means for social media:

• TikTok has proudly touted its status as social media's shining star in the last handful of years, and it shows no signs of slowing in 2023 — even as the ByteDance platform's U.
• presence continues to find itself the center of tense government scrutiny.
• However, even as the app finds itself in the middle of uproar, consumers won't be slowing their consumption anytime soon, according to Kaela Green, vice president of paid social for Basis Technologies.
• On the other hand, restricting organic content, particularly from those universities and government entities affected, could prove harmful, Green said.
• “There's so much power in the platform, not only for governments but for education and universities,” Green said, “We're going to get to that stage where users are going to want to have more access to transparency and be able to make more decisions about how their data is used, what's pushing through their feed, just putting the control back in the users hands so that they feel like social media truly belongs to them,” Green said, “Preferred content and correct use of data – these have been criticized on all social platforms.

Netflix believes ads will eventually drive at least 10% of revenue:

• After a rocky start to 2022, with subscriber numbers dropping for the first time in a decade, Netflix ended the year on a strong note, but there are questions about whether its forays into ad-supported media will pay off left.
• While speaking with analysts, management compared the fledgling ad bets to those of Hulu, which has led the game for a decade.
• On a conference call with analysts, Spencer Neumann, Netflix's chief financial officer and ad support tier, said, "I just want to stress that this is a multi-year journey.
• Peters, who was promoted from chief operating officer and head of product to co-chief executive at the time of the earnings report's release, has also come under pressure that Netflix has already returned money to advertisers.
• It's exposed, and a report from Digiday shows that in some cases it only reaches 80% of its expected audience.

How technology changes the way beauty brands interact with consumers:

• NEW YORK - Emerging technologies such as AI and virtual fitting rooms have improved the consumer experience in the post-COVID situation, said Ophelia Ceradini, vice president of digital technology and innovation at The Estée Lauder Companies.
• Increase Commenting on a panel at the National Her Retail Foundation (NRF) Big Her show on Tuesday, Seradini noted the rapidly changing relationship between brands and consumers.
• For example, Estée Lauder has sought to accommodate all types of eye shapes using virtual try-on technology.
• When brands can use technology to create value for consumers, it creates a virtuous cycle for brands.
• Consumers like to share data with businesses if they can get something out of it.
• According to panelists, efforts are being made to empower beauty advisors on both the retail and brand sides.
• That doesn't mean the brand itself shouldn't be at the forefront of trends, says Ceradini.

Apple launches Business Connect, names partners as advertising ambitions intensify:

• Apple is stepping up its efforts to provide marketers with powerful advertising opportunities, and the latest additions consume basic information such as opening hours, offers, and location details on the iOS platform, especially Maps, You have more control over how you present it to your users.
• Therefore, Apple is working with partners such as his Yext, SOCi, and Rio SEO to integrate Apple Business Connect's API into their platform to highlight seamless update capabilities.
• This is a very important advantage “The integration of Yext with the Apple Business Connect API will enable IHG Hotels & Resorts to streamline his 6,000+ global hotel listings and provide guests with a more seamless and personalized hotel booking experience, ” IHG Hotels & Resorts statement so.