Hi, my name is George cow, and I have been teaching marketing for 10 years, and I'll tell you that the number one easiest way to grow an audience and Therefore to grow your business is through Facebook ads, and I have taught different types of social media I've taught email marketing. I've taught webinars and still 10 years later the number one easiest way to grow an audience from zero or to grow an existing business In terms of visibility is through Facebook advertising So I want to take some time to tell you about my upcoming Facebook marketing course, which has a special focus on Facebook ads so just to give you a bit of an update some people might say well is Facebook still relevant and People ask that question because human beings just get you know tired of whatever has been around for a while And I'll tell you Facebook has been growing year upon year ever since it was Started more than 10 years ago and as of the latest statistics that we have which I'm recording this in March But the latest official stats from Facebook are in December of 2018. So just a few months ago Facebook as of three months ago has 1.5 billion Daily active users what that means is more than one and a half billion people on planet earth Login to Facebook every single day now if you look at the monthly active users People who log in at least once a month It might just be that they log in once every three days that they don't count as a daily But they count as part of the monthly is two point three billion people. So just to put that into perspective One million people is a lot of people right? I mean if you if you just even think about how many clients can you actually serve? in your lifetime or even just Let's say you want to learn Facebook marketing and Facebook ads And so I would love to get 10 more clients with Facebook ads Ten more clients fine. You want to be ambitious. You want to get a hundred more clients with Facebook ads great Now even just think of a million people who use Facebook out of the million any random million people who use Facebook There are probably 10 people who are at least somewhat attuned to being your ideal client Okay, that's a million people now multiply that by a thousand and five hundred That's a thousand five hundred times a million people is how many daily of active users there are on Facebook now That's worldwide if you just want to reach the United States for example, right? A lot of you watching this would like to reach the American audience. This is the largest English speaking Market online There are 230 million people that you can reach directly through Facebook ads that are that are that are living in the United States 230 million now in Canada. I think there's another 30 million I think in the UK. There's another 40 million. These are all people you can reach through Facebook ads So that's why I think it's so helpful For anybody who wants to grow their message grow their audience grow their business to learn how to use Facebook ads There is no other cheaper way to get your message out in front of more people than through Facebook ads It's way cheaper than then Google ads. It's cheaper than Instagram ads. It's cheaper than YouTube ads Okay, Facebook ads is still the the cheapest and it has the Greatest variety of people that you can reach whether you want to reach people with a specific profession someone who is a you know a real estate broker or somebody who is a Corporate executive or somebody who who has a particular interest they're interested in mindfulness or they're interested in travel Whatever it is, they're interested in what their profession is what their age is obviously gender where they live okay, and What their specific behaviors are if they're single or married or divorced or they have they have kids all Those you can specifically target in Facebook ads You can combine these things to make it the perfect kind of audience that you want to reach I have been doing Facebook ads now for I think five years if I remember correctly But I have spent so much money on Facebook ads that I can And as I've looked back on the money I've spent just let's say over the past year on Facebook ads My return on investment on all of my ads combined has been more than two times It's actually up to four times return on investment if you if you only count certain campaigns that are Specifically focused on selling something but if I count the campaigns that are just getting the message out I mean a lot of you who are seeing this on Facebook right now You found me through a Facebook ad But maybe you didn't even think of it as an advertisement because it was a message that was reaching you with it Wasn't trying to sell you anything when you first discovered me, right? Maybe it was a written post that was a couple hundred words long that was teaching you something about something that I know or It was a video that you saw that where I was teaching you something or trying to inspire you and uplift you on One of the topics that I make that an expert in so the way I first to reach people Which the same thing with a lot of my clients This is how they first reach new people who are meant you know who are right for them It's by sharing a message That is educational and uplifting and inspiring or however it is that's authentic to you being of service to Your potential clients and customers and that's really the first step of running Facebook ads It's just being of service. I see Facebook ads as Part of my ministry you might say part of my cause part of the way that I serve people who don't know who I am you know Some people call that a cold audience or cool audience people who don't yet know who I am their first touched through one of my Educational or inspiring messages and then I will continue to help them touch them inspire them as they Once they get to know me See one of my posts I will continue to share and that's Facebook ads makes it so easy to reach people Who have engaged with one of your posts in the past? You so you kind of start with reaching people who are new to you that you target very specifically With various things and we're not even talking about look-alike audiences yet, which my course will teach you how to do Look-alike audiences by the way is Facebook's amazing algorithmic tool To show you to match with match for you exactly the kinds of people who are most like your customers and clients It's called a look-alike audience. I'll teach that in the course But let's say you don't have a current audience. You just want to build from scratch. This course is also for you Okay, so this course I'm gonna teach you it's going to be helpful if you're just starting from nothing Because now I have also spent eight months building a brand new audience on the side of business People who don't know who I am so I have that experience plus I have the experience of building An existing audience into something even greater so whether you are beginner or advanced you can take this course and benefit from it So I was I was saying just to complete that the thought of sort of the overall strategy You first reach people who don't know who you are but are likely to to enjoy your message and are likely to Be the right fit for your business. You first reach them Just with content now we're trying to sell something and this is a mistake that I see so many other Facebook ads experts teach they just Try to get people to sign up for their email list. That's the first thing a cold audience sees I don't think that's the best idea I don't think that's the best way to build a brand and to build a presence in somebody's life to first ask them for something No, you first bless them you first serve them with content that you believe is going to be helpful for them and If they find it helpful they'll like the content or they'll comment on it or they'll share it and then it'll be easy for you the next step is to reach Them again with additional content that In Facebook you can define a cuss what's called a custom audience, which is the people who have already engaged with my stuff You just continually bless them with with any kind something that is of service to them It's a piece of content a message an inspirational video an image. That's inspirational Whatever it is and then occasionally whether that's once a month for you or once every two weeks even You then run an ad to your warm audience of people who have already engaged with you You run an ad to them to invite them to work with you in some way whether it's to connect with you one-to-one to explore working with your services or to Invite them to a product that you have a course that you have or a book that you have or whatever may be Or to join your email newsletter That's a fine as an invitation as well But that's something you do occasionally once every two weeks or once a month or whatever may be Okay, so that this overall strategy has worked so well for me that I teach this to all of my clients I encourage everybody who's starting a business to do this. I think it's the best Investment of your business building dollars that you can Not in anything else. Some people are buying $1,000 $2,000 business training programs. I said, why are you doing that? You could have spent that same money on Facebook ads and grown your business a lot faster So if you took just one class this year on marketing I Recommend that it be a class about Facebook ads Because if you get that right you can reach as many people as you want that are the right people for you Okay, and some people say well George. I'm not sure I need to take some more business training or business Consulting to get my message right the message has got to be so dialed in and clear so that people will want to work with me Let me tell you this secret that I've learned over 10 years your message Can't be dialed in with a business consultant or a marketing expert Your message is dialed in with continuous interaction with your audience Your audience are the people who help you dial in your message not a marketing expert not me Not anybody else and not just by you journaling on your own or asking your friends who are all going to be very supportive of you And yes friends should be but they are not your overall audience Okay, the way you dial in a message is through content. Okay, and how do you get your content out there? It's through distribution of your content which Facebook ads like I said is the easiest and cheapest way to distribute your content So the way you hone your message is by trying different ways of saying your message Different stories different ways of framing things teaching different parts of your message through Either written content or video content or you know using an image or but typically it's written or video content And then you got to distribute that content to people who are likely going to be your ideal audience And see what the reactions are And based on the reactions and engagement Oh, you notice that this piece of content got a lot more engagement than this piece of content Well, that's a clue to what your message ought to be Okay, so that's how you hone even the way you hone your message is by distributing content so that you can observe The the statistics the data the market will tell you what they really like and how they like you to frame your message Let the market tell you let your audience tell you Rather than going to spend money on a marketing expert to tell you because a marketing expert and you you're just two two people Okay, your audience is hundreds or thousands or hundreds of thousands of people Their data that data is much better than just two smart people trying to figure out the message No, there's ultimately it's your audience who are going to buy from you not the marketing expert So a lot of us are getting the wrong advice. We're not using our audience for for for gathering the data rather than so Anyway, um, let me tell you a bit about the course. I've hopefully made a A decent case for why you really should consider spending money on facebook ads on a regular basis Now you might actually some of you might be asking well, how much should I be spending on facebook ads now? Some facebook experts will say no You should you should be spending at minimum 300 dollars a month if not a thousand dollars a month on facebook ads That's not the way I teach it I think a lot of facebook ads courses are are meant for larger businesses that can easily spend A thousand to ten thousand per month or even more a hundred thousand per month on facebook ads.  You might have a small team. I don't even have an assistant I that's a whole different story why I I've automated a lot of things in my business I use some freelancers, but I'm a solopreneur like most of you are My recommendation is if you're if you're new to facebook ads budget about 30 dollars a month That's not too much. That's not the thousand a month that a lot of facebook ads experts recommend Just budget 30 dollars a month for now a dollar a day and just by 30 dollars a month You will probably be able to reach between one to three thousand New people Okay, every single month Okay, so reaching one to three thousand new people every month Okay, with one impression one piece of content You're not going to become clients right away But now they have an impression of you. Okay the first impression second third It takes several impressions before people get to be familiar with you But start with 30 dollars a month if you are able To spend a hundred dollars a month then go ahead and do that that'll move things along even faster But 30 dollars a month is more Then most business owners are spending on facebook ads So you'll already be getting your message out there better and more more Consistently than most businesses So let me tell you a bit about my my facebook ads course. I've got a few notes here that I'm going to refer to so one of the Pieces of the course that I'm so proud of to be able to show you is that I've done my own research Painstaking research into how to reach Higher income audiences on facebook It's one thing to advertise to a lot of people who might be interested in Mindfulness or who in you know Who who who are parents or who are single or divorced or married or whatever you want to define But you'll find that a lot of the people you reach on facebook ads might not have the money to afford your services Okay, so I have done the painstaking research to discover how to reach Higher income audiences on facebook people who have are likely to have the money to spend on You know a hundred dollars an hour two three hundred dollars an hour on your services coaching consulting Freelance whatever it is you do or whatever product you offer They have the money to spend So that's one of the I think the best parts of my course that I think is worth the price of admission alone How to reach higher income audiences on facebook? Another part of my course i'm proud of is i'm going to give you a streamlined plan To go from having nothing in terms of audience On on anywhere. Okay. Do you have no audience? You're starting a brand new business? Nobody knows nobody in the world knows who you are to go from that To having an audience of thousands On facebook and of course well, I'll show you how to use Facebook lead ads to build an email list if that's what you wish to do Okay, so we'll go over that as well how to start from zero Now some of you are starting from something. Maybe you already have a couple hundred facebook fans Well, I'll show you how to grow not facebook fans. That's another mistake that a lot of facebook Users make when they're trying to grow their their facebook presence that they buy They buy likes for their page Which is a is a terrible idea because you'll end up with a fan page with thousands or tens of thousands of fans Who don't care at all about your content or about your services What we're trying to find is true fans people who are ideal clients for you So that's what I teach you to do in my course Not to get fans or to get likes or to get those vanity metrics that don't build your business I'm trying to build your business here build your income. So that's what the course is is really Excels that compared to other courses There's going to be a q&a portion to every session of the course the course is going to have six Sessions is going to be a two month course Three sessions per month was six sessions each session includes some teaching Some i'm gonna show you on the screen what to do and then we'll have q&a so in between each session You'll be encouraged to implement what you learned in that session so that you can bring your questions and your insights and your Results, you know even to the next session and to share what you learned Or what your questions are and what you need next and then i'll teach you more and then By the end of the six sessions you will have a streamline plan that you know how to Use and how to do that. You've actually done To build your audience for your business So i'm really proud of that all the sessions are of course recorded So if you can't attend if the timing of the session Isn't great for you don't worry because i send out the recording actually on the same day If not then at least the very next day, but i usually send it out on the same day that the the class is taught So you'll be able to catch it very quickly take action and then bring your questions and and results down to the next session When you get the course you also get three months of I do a monthly group q&a call It's one hour Two different times each month. It's basically For different time zones and you can pick one of them or come to both if you can So you get three months of group q&a when you when you get the course as well. So I I think this video has probably gone long enough I want you to invite you just to go and look at the details of the course by clicking on the link That's somewhere in the description of this video Ask me any questions below the video There is of course a hundred percent money back guarantee if you're not satisfied Most of you watching this i've already worked with me in some way you bought one of my courses or You have seen my videos over the months or the years. So you probably Trust that I've delivered quality products and and services But if you don't know who I am and you're just trying me out for the first time It's a hundred percent money back guarantee. You can look at the comments below this video to see Jenny one my my audience members who Who can vouch for me and those of you who are my audience members who do do say well George is not just like any other, you know marketer out there I would appreciate if you say something below this video But yeah, those of you who are new you got a hundred Well, everyone gets a hundred percent money back guarantee for the first it says on the page It's actually the first 30 days But really because I take the money through PayPal I have 60 days to refund you so I give myself a bit of a buffer But it's it's at least 30 days you get to try every try the course that you get for 30 days And then if you're not happy with it, just let me know and I'll refund you I'm very good about that But just to let you know my refund requests are Almost zero percent over the past year Hundreds of people have bought my courses and I think I've got Maybe three or four refund requests and it's usually because oh, I just realized George I bought the course without reading it carefully. It's really not the right fit Can I get one of your other courses instead? So anyway, just to let you know there is no risk If you if you get the course try it out see if it's really the right fit for you And anyway, I think that's all for now. Check it out. The link is georgecow.com Slash fb That's a shorthand to get there George cal.com slash fb as in facebook And I look forward to your participation in the course and how it really benefits your business how it really grows your audience and your ability to Pursue doing what you love and being able to make an income from that So I look forward to your stories your results and your questions And until the next video, I wish you well and I hope to see you in the course


Greetings, I'm Stacey Franklin-Jones, Chancellor of Elizabeth City State University. On behalf of the students, faculty and staff, we wish you a wonderful winter holiday of your choice and a happy new year. Really?


What's going on everyone? Sam here with late in sports cards, ripping 21-22 Panini Prism Choice and Domros Optic Choice basketball 10 box mixer number nine random team style. Let's look again at your random results. As always you can find these on the website under the results tab as well as the link that's in the chat. So good luck everybody. Let's see how we're looking. I think we're down to zero and five now. I'm sold out five six awesome. Thank you guys. Appreciate you Sean for selling us out on the Cavaliers. You're the man. Sean also took the Cavaliers in the second break. So thank you again Sean. All right. Optic Choice number one. Good luck. Bogdan Bogdanovich. It's going to be Kai Jones. That's going to the Hornets on the Optigraphs. There you go. Charlotte. The Graph's not numb. Choice exclusive. Matisse Bible, red and green. As well as a Red Mojo Sidic Bay 32 out of 88 for the Pistons. Kind of a color match there. All right. We've got Red Mojo, Jason Preston and Jalen Suggs. Not numbered rookies. Box number two. He's pretty solid. He's okay. He's kind of falling off a little bit. Kristoff Sporzingis. It's Willie Collie Stein going to the Mavericks. Congrats at Dallas, Curt D. He's got face tats. Willie Collie Stein. Cole Anthony. Yeah, he does. For the Magic Choice exclusive. Yaka Pertle, 40 out of 88 for the Spurs on the Red Mojo. As well as nice, Cade Cunningham, Red Mojo Rookie and Joe Wiseham. Both not numbered. Give us your credit card information. We'll just charge it for it. We'll just charge you whatever we want. Band that dude right now. I know. Band that dude. Who gave that dude a moderator? That is the question. Cam Thomas Silver or Hollow Rookie. By nice, Herbert Jones. That's going to be Optographs for the Pelicans. Got a dragon scale of Tyrese Halliburton. Very nice. Not numbered. Short print. Congrats on that. I didn't bring myself last night. Forrest is doing a hockey game inside of Fenway. Yeah, the Winter Classic. RJ Barrett to 88. That is dope. But I'll tell you this. Steyron Sharp and Moses Moody. Sounds like it's going to be cold as a mug. Yeah. If you're doing hockey outdoors, that's saying something. They're doing it over here. Devin, it is Lincoln Bio, latensportscards.com. Go to break schedule and LSC main. And we got some, we got some group breaks with spots tonight if you are interested. Jared Allen. There's Tony Allen, Britton Grine, baby. Nice one there for these Celtics. We've been some Victor, too. I think that should be, that should be done. Moses Moody. Choice exclusive. Joe Wisekamp to 88. Nice one there. Where's the Tik Tok guy? James Booknight and Brandon Boston Jr. This is a personal. How much does that should be, babe? Get that for sale? Everybody's coming in with this Tik Tok. Oh no, not a break. JT Thor. Nice one there. Going to the Hornet. Second Hornet to it. Good to have him out of here. There's Kyrie Irving. What a bio to 88. The Heat. Name is Keita and Josh Christopher. All right, let's do prism choice now. DJ Washington. Dylan Brooks on your silvers. Alex Caruso for the Bulls. Biz MacBiombo for the Hornets. And the Admiral that's going to the Spurs. We've got for the Wizards. Montrez Harrell. Not numbered for the Lakers. No, not for the Lakers. For the Wizards. I forgot he's a wizard now. To 15. Dylan Wright. Oh no, 31 out of 39. The Blue Scopes out of 39. Dylan Wright for the Hawks. And Devante Graham to 88. 24 out of 88. For the Pelicans. Yeah, I think we're down to four on that. No, two just came in. Thank you there. Barry and Sean for both taking a spot there as well. Ingram, the second year Lamello Hala or Silver. Exclusives. We've got John Wall. Cam Johnson. Mimius Keita. Rookie. Auto. Brandon Boston Jr. That's going to the Clippers. Sensational Signatures. And we've got two red scopes. That's going to be six out of 88 Brinn Forbes. And 82 out of 88 is Dearon Sharp for the Nets. There might be a charger in the office. Like by Lansdash. I'm sure there is one there. And then Martin Dario Saric. Got Ray John Rondo Exclusive. Joel Embiid Exclusive. Nice one there. And Marcus Zegorowski on the Exclusive as well for the Nets. We've got another Brandon Boston Jr. This time the base auto going to the Clippers. We've got to get LA. Clippers is Tyler Dummy. Back to back hits. Tony Cuckoach. Coach. Cuckoach. Or Cuckoach, right there. 29 out of 39. I always say that, but then I think it's wrong. Daniel Tice for the Rockets to 88. And Malik Monk for the Lakers also to 88. Congrats to those two teams. Just the stuff that comes in it, because it's two different brands, sub-brands, technically smack. So like Optic Choice is the choice version of Optic versus Prism. It's the choice version of Prism. So there's some differences. Cole Anthony. There's Usman Garuba Silver for the Rockets. Patrick Beverly, Timberwolves. OG Anonabee for the Raptors. And Joe Weisskamp for the Spurs. Got for the Pistons. That's going to be Isaiah Libbers. Nice one there. Pistons. Then we've got, this is cool, for the Celtics. Reggie Lewis, three out of 15. RIP, man. Nice Reggie Lewis. And Luca Garza, that's going to be 35 out of 88 for the Pistons as well. All right, last box of the break. Good luck, everybody. Let's make it something crass. See a Nebula come out of this. Norman Powell. Silver, Jaylen Green. Nice one there for the Rockets. Grats Houston. Got Jayden McDaniels. Devon Vasell. Will Chamberlain. Otto is going to be Trendon Watford. Nice one there on the Rookie Otto for the Blazers. Grats WJ. Got Jaylen Johnson to 88 for the Hawks. And Reggie Bullock to 39 for the Mabs. I'll do it for the break, guys. Do a quick recap here. We've got Trendon Watford for the Blazers, Isaiah Libbers Pistons, Brandon Boston Jr. Clippers, Montrez Harold Wizards, Brandon Boston Jr. Clippers, JT Thor Hornets, Tony Allen Celtics, Herbert Jones Pelicans, Willie Collie Stein-Mabs, and Kai Jones for the Hornets. I'll do it for the break, guys. Thanks again for the fill. Next up, we've got a Confederate object.


Hi guys, welcome to a new vlog. We're starting the vlog off going to vote. It's a very important sharing to tell them. Hey, yes it is. We're going to vote. Yeah, I can't stop looking at my hair. I'm so obsessed. Anyway, so we're gonna start voting. We have our little ballots here.  Let's just go to the one in celebration. Okay. I normally vote by mail and I need to make sure that like Do we have to have our own pen or do they provide that? They'll provide that. Okay, good. So we're gonna do... We're gonna vote and then... Text Valerie to ask her, because I don't know. It's a different whole different world. Oh, I have a pen. Okay, but I don't. Okay, wall texture. After we vote then we're gonna come get Valerie and then what are we doing? We're going to bed bath and beyond. We're going to bed bath and beyond. We're gonna go to the mall. We're gonna get my Christmas present and we're gonna go to Disney Springs. Today is a full day and then Oh, it's Halloween by the way. If you're watching this. Oh, it is. Happy Halloween. That's scary. Scary sherry. So we're gonna hand out candy, but we're not like actually physically gonna hand it out We're just gonna like set a bowl out. Oh my gosh. I still can't get over my hair. I'm I'm so happy like guys If you live in Orlando, you need to get out of here. She could do anything. I feel so happy. Oh It's exactly what I want. All right. Anyway, I'm gonna stop talking now We got the goods Got my chai tea elante Sherry got these egg bite things that she really wanted to try. She says they're a really priced But she wants to try them. The guy was so nice. He got me a straw And then I also got a birthday cake pop because like that's just a necessity when I go to Starbucks Oh, you're gonna eat it on the way. I'm gonna try For cdc celebrations, discouraging trick or treating. You know, everyone flocks a celebration And that's why we always ran out of candy at like eight o'clock. Please find other alternatives And you know unless people are coming here when people like to come here and took her treat But they don't necessarily drive through here every day. How are they gonna see the sign? Oh, yeah, that's true Yeah, they're just gonna show up and then like expect sorry kids. Sorry kids. Yeah, I don't know how we can be cancelled I'm gonna do a taste test I think she's had these before but I'm not sure Good Very good Just got done voting. We are headed back to the house now. I still couldn't get over my hair I said that like a million times.  Sorry for my mask knee thing here It's really all right on to the next clip made it to bed, bath and beyond We also have a spirit halloween store over there, but we're gonna run in here and get some um slippers Hello, here's valory Matching. Yep. She looking good. She looking good. All right, so I don't like my hair today Sherry's, Sherry's looking good as well. Oh, she likes her hair today. Uh-huh. I like my hair today a lot Okay, so by the way, I changed my shirt as well But um, we're in bed, bath and beyond we're gonna get the slippers like I said And then we're gonna go to the millennium wall. I don't even know why I pulled out the camera to vlog Oh my gosh, Ugg has bed sheets. No, that's a random Sherry, aren't you so sad? We're not coming here to get the Christmas game Thing the gag gifts and stuff. Yeah, I know I don't think we're gonna be doing Christmas like with a group of the family and stuff. Nope, which I'm really sad about so I'm sad. We're not saying any slippers either. Where are we? Sherry at Panera again Oh my gosh I feel like I'm not even gonna go through this because it's just the same thing got the usual With the pumpkin cookie because that's a must when you come to Panera.  Chipotle green goddess green goddess. Yeah, you always get that one with her um, butternut squash soup Autumn squash and the valor got her sandwich over there the tuna with her broccoli cheddar Same old same old. All right. So we made it to Bloomingdale's There's no filming allowed in here. So I'm just gonna film when I get into the Gucci store. Okay, so we made it to the Gucci store I'll try to get like some clips or pictures of me trying it on we're looking at the Gucci Oh, yeah, that that one's kind of the one I was looking for. Yeah, I love this one too. Oh my gosh, you're so pretty We're here at the belts. I'm gonna try some on this is the one I'm getting I'm getting the bigger like the medium-sized one Valerie in her element This is what the belt looks like that's what I was gonna say I know I have to wait till Christmas, but Yeah, this is a really good size. Do you like the size? Yeah, I'm gonna take a picture of it. It's cute. Valerie loves little sign here. I do. I love the little sign Yeah, thank you Thank you So sherry show the water We got water because they couldn't serve us inside Oh, wait, I heard it. I heard it clinking. It's like actual That's like Bougie Oh cool Nice beginning to look a lot like Christmas down there at the millennium all I mean here at the millennium all looking good looking good. I don't know why this camera's like all zoomed in next stop We're gonna go into the amazon prime store. This is like the popular item sold on amazon This is what the store looks like Has a lot of stuff We're in the book section obviously, but I can't wait to look around. I'll show you guys anything that come across Also, I'm a prime member. So hopefully like that will give us more deals, but this is really cool Can't wait to check it out. I love the little dots I wish we had waited because I love how they're like actual circles. That's just like very little dots We made it to disney springs and I guess we're gonna head to The ever afterstore because my aunt wants this purse windy I hoped out you get the purse that you want We'll probably be texting you and calling you later today to make sure we get you the right purse It's a duni and berk. It's super cute. This is the purse that Wendy wants I think we're gonna give it. Yeah, I think we're gonna get that for her Oh, it's pretty this looks like a little new pattern here. I've got the rainbow going on. There's valorie's backpack It's her christmas present. Oh, I think you would like this one valorie watch you The gray black and white Okay, so we're getting this bag from my aunt um And then I'm picked up this little alex and annie bracelet because I watched this lady named nanda Lady girl on her and she has that tattooed on her leg. So I don't know. I hope she'll like it. Oh my god. I love it. I'm so glad we came back in valorie It was the last one I know so valorie got this as a stocking stuffer. That's why it's called emera Yeah Valerie loves that statue So we've made it to the lego store and we're in the star wars section because my aunt is getting my Cousin and her husband That's so weird to say some legos for christmas. So she gave us a budget and we're just gonna get some stuff I don't know what we're gonna get and i'm not gonna show you guys because I don't know if they'll watch this And it's like for their christmas present.  They've really cleared everything out just because of like the virus and stuff We're getting show the cameras We got this minivan because they stopped running them for now and just in case they like We got a hoodie bag We also got this sweatshirt some bags Puzzles Stuffed into the christmas store because we want to get in the holiday spirit. We are setting up our christmas tree tomorrow.  How cute the monorail Such cute ornaments this year. This is something you definitely don't see a lot dated products buy one get one All of this stuff with 2020 I don't even know because this guy's always so cute Looking for a specific ornament that I saw Where did I see it? I think it was Magic kingdom. Yeah, they have almost all the designs But I'm gonna get this for a stocking stuffer because I just think it's so cute And I have the exact matching ones to this pair. So I'm just gonna get this and then I also last year. I think I got the rose gold glass version So those are really cute and I'll have to show you one that Val is holding Because it's like quirky and it's so cute. So this is the forky one that we got. He is adorable It says 2020 and he's holding a candy cane. Just trying to hang on These are so pretty but I actually kind of like this better just because it looks like my ears Right as a tradition that sherry and I started last year We got the crispy cream doughnuts. We needed some doughnuts in our life on halloween Came a thing so Super excited about that sherry and valory got some doughnuts sherry got a Chocolate one and then valory got a spooky drizzle and it's just like orange and stuff. But I got the go Okay, so it's the next day and still loving my hair. I haven't washed it yet. I'm so nervous to wash it Like I don't want it to change. I love it so much. All right. I'm done Obsessing over the hair. We are setting up our Christmas tree and decorating it So I'm just going to set up like a time lapse montage thing Um and hopefully you guys will enjoy the little time lapse. Um, there's not much I can explain I really want to do my favorite ornaments video. I think that'll be fun to share with you guys So enjoy the time lapse We are making some really good progress on the tree. This is what it looks like so far We need to put our garlands on it Valor's playing some copyrighted music over there. Um, so that's why I'm talking So I'm just gonna talk and sorry You can't really see a lot of them because of how all the lighting is hitting the camera But so far our tree looks so good Yeah, we just need to put our garland here sherry's on Opening Christmas ornaments and then I'm just kind of like putting them on the tree We have all of our boxes here valory say hi Hi There's all the boxes down here. We have like everything Hopefully we'll get as much done as we can today.  I love it It's beautiful so big Sherry tell the vlog like how many ornaments has valory dropped or broken? I don't know. It's so far away I did not break this one. This just fell off. I picked it up and fell off This one. I did break the ear fell off of that one. Yeah, this is what I did break badly We got glue that one back together. That's a nice Actually Peter Pan broke and I dropped Peter Pan So Peter Pan's broken. Well, it's not as funny as I'm making it out to be but We've had so many ornaments break. Oh my god. I'm sorry. I know I'll get it. I'll fix it. But listen What are you trying to do? No, I was trying to hang that up there The tree is almost done. We need to put this garland on the tree so overall The ornaments are all on Sorry for being a little shaky with the camera. It looks so good Okay, so I just got done working out. The tree is all complete. So nice Don't mind the boxes over there. We just it's just stuff. We need to go through Kind of looks like every year But you know just thought I'd show you guys I want to do a video on my favorite ornaments. So that's coming soon Also, if you guys see this stuff It's just like my mom's ebay stuff because she's gonna get that started soon I think I'm just gonna eat dinner and Chillax finish my video because I started I basically have all the rough cut done of my previous hair video my hair vlog about theory salon So if you haven't seen that go watch it. It'll be a link down below. I worked really hard on it I love the way it turned out and I'm so happy. I got so much footage there. The girls are so nice Yeah, that's gonna be pretty much it. I hope you guys enjoyed this video Leave a comment down below. When do you start decorating for christmas? We normally start Thanksgiving weekend, but just because of 2020 being crazy We're like, you know, we're just gonna start decorating early november, which is november first So let me know down below give this video a thumbs up Don't forget to subscribe and I'll see you guys in my next video. Bye


Hi, am I audible at the back? All good? My God. Come on, we can expect a little bit more noise. I'm sure you all had a great lunch. Okay, super. So welcome everyone to this panel, and like our host said, we have an extremely esteemed panel here, and I can't wait to pick their brains on the topic of content marketing, and the impact that it can have in the long run on brand engagement and on brand communications. I'm Kanika. I represent the Ebola company that is known for its content recommendation engine. In fact, I must share that one of the questions I get asked the most across panel discussions and otherwise, is that how do you really ensure ROI of content marketing in the long run, and how do you really effectively distribute content? To that I'd like to say, I think a very good solution lies with what the Ebola does, because the Ebola makes sure that your content is contextually served. So it is served at the right time at the right place to the relevant audience, which actually increases the ROI, the biggest question on the table, and then it distributes it through premium publishers, through a variety of partners, making sure that you get the scale that you're looking for. So I think really the solution lies in ensuring that we're able to find right partners for our content marketing strategy. Today, with this esteemed panel, we will definitely dive into what are the strategies that they are using, and how they are really looking at driving more ROI, more engagement, and more impact through the power of content marketing. So that's our agenda today. Very warm welcome to everyone. But you want to take a few seconds to introduce yourself and then we can go right to the panel. Maybe in your introduction, you can tell us briefly why you are so passionate about content marketing. Hi. Good afternoon. I'm Ankur Malhotra. I represent Bristone India. I'm heading marketing for them. In the past, I've worked with brands like Unilever as well as with Abbott and Cadbury. Now, primarily just answering on this particular question which is relevant to the topic that we are touching upon over here. I think it's a term which has been coined in the recent past or so when we are talking about content marketing, so to say. But we all as marketers know that how important it is in terms of communication, communicating to the right audience in a right manner altogether. We all have been earning a bread and butter out of it. That's one. But another important aspect is, if I have to just look at, there are multiple categories that I have made some changes. I moved into automobile. Currently, I'm working with tires. I have in the past sold ice creams. Everywhere, what matters is resonate. What exactly is the message, what the brand wants to give, what is the vision and the mission, what exactly is something that the consumers would clearly understand basis which they will take their decision. So it's a medium through which historically, I've worked into brands and marketing to be able to influence the choices and helping the consumers make the right choice. This is primarily the reason why exactly, I feel so excited about content marketing. Wonderful. Hi, I'm Nitin. I head marketing for Acco Insurance. I think I'll keep it short. I think why do I feel passionate? I think number one, there is no choice but to feel passionate about this in the ecosystem that we are in right now. If I don't do it, I'll lose my job. But I think that apart, I think at least I've spent most of my career in building online D2C brands, right from Make My Trip to Ola and now with Acco. I think the power that content marketing keeps unleashing and it's also gone through its own stages of change that we've seen. In terms of helping specifically challenger brands become more amenable, more trustworthy to consumers and to get them to move across either mind measures or a business measures. I think that power has been fantastic and I've seen them in a lot of areas upfront and I think that's also what keeps the fuel burning inside that you do need to chase something like this. Hi guys, everyone seems to be in a post-lunch slumber. So thank you for still giving us a full house here. I'm Divya, I'm a brand and culture strategist. I currently lead the marketing mandate at Narshu. I'm not sure if you all are familiar with the brand, but it's India's first Superfoods brand, but in the FMCG space, I like to call myself the wildcard hire of this company because all my expertise prior to this was in fashion, beauty, lifestyle, and the reason I actually was excited about working with Narshu and I feel the other way around is because we're hoping to be movers and shakers in this space by leveraging the power of content. The reason I feel particularly passionate about it is because you get to tell a brand story in a multitude of ways through content marketing and that's what excites me the most about it. Hi, I'm Sajala, head marketing for Platinum Guild India. Of course, as a body, we're quite different because we are a guild and the single-minded agenda is to drive demand for Platinum in this geography. Having said that, I mean, I can't think of a tool that's more relevant to us than content really. Our consumption culture in this country, no surprises, is driven by gold and therefore it's a very complex task. It's a very audacious one as well. I think what really comes to the rescue is content and there are many forms with many objectives, but I think if used correctly, content can shape culture, can change consumer behavior, can change perception and I think that's our game and that's what gets us excited. I don't think in marketing, there's a more exciting job than creating a new category, and that's the way we look at it and we look at that through the lens of content. Wonderful. I think it's clear that everyone here is extremely committed and passionate about content marketing. On that note, Divya, let me start with you. How has your experience been towards using content to really create a strong identity for brands, and how do you make sure that it is distinctive when the online world now is so cluttered? Absolutely. I think content is crucial in helping build a brand personality. Every brand is like a person. It has a way that it looks, it has a particular aesthetic, it has a way that it sounds, and every piece of content that you create and put out has to be reflective of that and ultimately contributes to that brand identity. I think my favorite example to give and I think we might all agree with this is Nike, and the brilliant way that they've done storytelling, any digital ad they put out, any communication, any event that they're even hosting will always be driven by this inspirational, motivational, just do it kind of communication and that over time, those pieces of content is what's worked towards making Nike what it is today and given it a very distinct identity. You have Glossier, which is a beauty brand which disrupted the industry and built a billion dollar plus brand off the back of purely content marketing. You have a bunch of exciting new startup brands in India that are also leveraging content marketing using a very editorial tone of voice to build community online. I think that's something that I'd love to discuss as well as how content can help the community. So they're not just communicating with their consumers from the perspective of, hey, this is a product, why don't you buy it? But talking about other aspects of life that that product would fit within, right? So if you're selling a beauty product, you might want to talk about wellness inside and out, right? So you might talk about fitness, you might talk about yoga, you might talk about beauty inside and out as compared to just selling a product. So that again is something that can be perpetuated, I think, through content. No, that's great and Nike is a fabulous example. I think many people in the room will relate to that. But just to build on it, Uncle, we'd love to hear from you on what do you think are specific strategies that can be used to engage the audiences and then over time, build customer loyalty through content marketing? I think everything boils down to what exactly, when we are talking about strategy or content strategy. In different categories, I've seen everything boils down to what exactly is the insight. Now, we might just take it lightly in terms of for every brand, understanding of the TG in itself is good. But on the entire path to purchase, how that particular decision-making process is getting influenced? Which exactly are the right influences? Is it the family? Is it the situation? Or is it something what exactly as a content, they would have absorbed sometime back? Now, if I have to just pick up an example in my recent category that I'm working. Tire is one of the least interesting or engaging category for anybody over here. If anybody is over here giving across a challenge to me saying that tire is something very interesting for me, I would have a surprise for myself. So, is there anybody who would just raise his hand saying that, beyond automobile tire is an interesting category for me? Nothing. Would you have gone across on any social media platform and search for a tire brand except barring the last 45 days or 60 days when the World Cup was happening and some of our leading competitors were sponsors? Not at all. It's a grudge purchase. I think that's the fact. If you are in a situation where your vehicle has broken down, it's a flat tire, you would look at whichever is the best alternative available for you. But at this stage, if I am able to make you remind of Bristone delivering onto best-of-quality tire in terms of durability, you will be reminded of it, but you will again go across and check into the outlet from a price perspective. Now, that's what exactly is the entire part to purchase. So, I can't sit down in my office and decide upon a strategy saying that humor is something which is working well for other brands, I will also do. What is humor going to do for my brand and category? The relevance aspect is something which would be missing. So, I think the strategy is pretty simple. Look at what exactly is relevant for that particular target group whom you are serving, and whatever is the overall part to purchase, if you are able to bring across your brand as top in the funnel for them to be reminded of when they are in that need. That's what exactly we look at. Super. Would you like to build on that, Nitin? We were just chatting and you had some very interesting perspectives to share. Yeah, sure. So, I think more from a strategy perspective, at least in my past experiences, we've seen enough and more value that the right content marketing strategies have delivered across different stages of the funnel. For example, you consider awareness leading to a higher top of funnel for your brand, and content has a role to play there. You talk about more mid funnel in the path to purchase, while I think it's different for, say, entire retail and outlet. It's a little bit different for online and D2C brands. A simple example from my current experience with Acco, I think we are into extremely trust-heavy category, like specifically as we move from car insurance to health insurance, it's a decision you take right now to trust somebody who will be there for, say, up to 20 years down the line and moving certain metrics more from a mid-funnel perspective that advertising is giving you enough air cover that people are actually coming and checking you out. But how do you get them to actually consider your product once they've landed, which advertising alone has not been able to solve for? I think that's where we leveraged a lot of content marketing, not only external channels, but also own channels. So we had a, like it's still ongoing, like a hugely successful on-the-app content marketing play that we recently introduced. We got Madhavan to basically come on board to represent voice of customer. Because what we felt was that, like maybe people will not trust the brand saying it, but if you have an intelligent persona, like Madhavan actually coming in and representing the voice of the customer, asking the same questions that we've seen a lot of other. Very nice. Right? And strategic investment behind that, placing it in the right stages of the funnel, et cetera, that has worked wonderful for us and it's sort of complimented all the advertising and all the glamorous work that you see out there. I think it needs to be complimented with a lot of this hard-working content marketing strategy as well, which has a role of its own. And I'm so glad you mentioned that, right? Because there is of course a glamorous side to content, which is all about the storytelling, which is all about getting the right influencers, stars, maybe even authentic consumers to tell your story. But then there is the hard side of it, which is the, like you said, the content that works hard, which in other words means that content that drives return on investment. So Nitin, anything that you would like to share, how do you make your content deliver better return on investment? Okay, I think that's you've given me a very tough question to ask. So I'll try and dodge it a little bit and so. So I think we were having like a part of this chat inside also. I think it's very important to have the right expectation setting in terms of what a certain content marketing strategy can deliver. What is the KPI that it will deliver on? I think in today's world where patience is extremely less and fragile commodity. I think the pressure on content marketing to immediately translate into sales is very high. And I think a lot of marketeers also fall under the trap that I can only justify it if I'm able to sell my product through it. I think that's the worst thing that you can do from, like not just like a content marketing but any strategy perspective. If you say that you're going to chase something which is not really the objective of that piece of content or that strategy to deliver. So I think a right expectation setting internally with your stakeholders is extremely important. I think as marketeers more than selling outside we have to sell it inside. Right that that, okay, is this like for example, the Madhavan piece that I was just talking about, right? And digital gives us the perspective of making it a lot more measurable in terms of, okay, was this piece of content able to influence X percentage of users more to move from stage A to stage B in the purchase journey? If it was able to do that, then it has done its job, right? And I think you assign the right KPIs to it. I think your job will be a lot easier from that perspective. I think last bit, I think content marketing as a tool. And I think like the topic also says, right, the role it plays in long lasting brand building. I think you've defined the lens in some ways in the topic as well. And I think like one saying that I like to keep at the back of my mind and I keep telling my team also sales overnight, but brand over time, right? And if you're investing in content marketing, I think mostly it's towards building attributes that can help you more from a long lasting. So it can be identity, it can be tonality, it can be trust, it can be education. Whatever you want to build for it. Karina, and I think if we may build on that, clearly there's a very real struggle on how do you convince your internal stakeholders to continue to invest in content marketing, especially when you're faced with the pressure of like you said, sales overnight. But you know in your heart as a marketer the right thing to do is to also simultaneously build the brand over time. And of course, there are external stakeholders, which could be your franchise partners, it could be your customers, your final consumers. With whom, of course, you have to do content marketing in such a way that it is either emotionally resonating with them or it is fulfilling a gap in their lives and providing some value. So how do you balance internal and external stakeholder management with the lens of content marketing? So I think primarily in content marketing, I think once you determine what is the expected value exchange. I'm sure you have content to put out, but in the sense of consumers looking at either information or entertainment, or at least access, and that's one part of it. I think if you build right with reach and relevance, then ROI sort of follows. And that's again a function of the category, a function of the objective that you're looking at. So you will always have a mix of objectives. I think it's very important to bring clarity in terms of what is this pillar of content trying to solve, what objective is it trying to meet? Because in categories where the task is as complex as new adoptions or change in perception, they don't happen overnight. And then looking at it from the lens of traditional ROI will never work. So I think at the risk of sounding boring, consistency and a slightly long tunnel point of view is important. Wonderful. I think there is tremendous consensus within this panel that content is a long-term game. And we have to find ways to be patient with it, whether it is with our strategy, with our customers, or whether it is with setting the right expectations internally. So just to build on that, Divya, any success story, any specific example that you would like to share with us, where you feel that you managed to strike the balance and get some wins for your brand? Yes, sure. Anybody else would like to share any success story or examples? Yeah. I think I'll just add one more bit in terms of responding back to the last question. There's a simple methodology between me and my team, which we have adopted in our organization, just on the lighter side. There are two flips which we can just see in terms of how any particular idea is supposed to be sold. One, when we look at from the consumer lens, it's completely the positive tonality which we want in terms of all our content development. But the second aspect is in terms of the fear of missing out or doing something, not doing something what the other brands are doing. That's the approach which we adopt internally to sell to the management. So when we go to sales or when we go to management, we primarily talk about what exactly we'll be missing out on. So suddenly there are many approvals which are signed off immediately. Now, what we do is with those approvals, we create content which is much more relevant for the consumer. So that's how exactly we approach it internally. That's just a trick of the trade what we adopt with our team. Not to respond, but- You make good guys. That's a good one. Four more. Yeah. And at times, we have to pick and choose. I don't have a solution right now which somebody would say that, forcefully incorporate AI. Let's go and create something with gen AI. I don't have the solutions. I'll wait for that. Now, when we are talking about any particular communication, which has really been sort of working well for us, during COVID, when the entire world was under lockdown, we created one particular content with the Regency under those very, very critical and challenging circumstances for our truck and bus radial tires. Now, the moment we look at that, it's a category which was completely at a standstill. The supply chains were completely closed. There were few truck drivers who were actually carrying the product, the healthcare product, the food and nutrition from one place to another. We just looked at that particular aspect of, when we are looking at for such a low-involving category, can emotion play a role? Can the circumstance play a role? Can we highlight what exactly is the struggle that these truck drivers are taking to run the supply chain? That's one particular content which we created under immensely challenging circumstances that content got created over the course of 15-20 days altogether. That did wonders for us. Now, one is the operational or the execution challenge, but second was altogether in terms of whether we want to create a branded content and leverage on the current emotion. You have to have a fine balance in terms of, it doesn't come across that the brand is trying to just leverage, but there is a contribution what the brand is doing. So the entire CSR initiative which we do, is something which was incorporated very well in that particular content which we created. The whole idea over here is, don't do things for the sake of doing it. Have a very well thought through integration of your brand and the story what you want to communicate. That is one. Second aspect is clearly, I've seen over the course of various brands and categories that I've worked on. It's a very simple thing which we keep on hearing, but young brand managers ignore. Consistency is very, very important. For the brand thought and personality to be established, consistency of messaging and content development is very critical. Super. We are just to build on that. Like he's speaking about consistency. I just want to add to that, that it's hard to be consistent when everything around you is changing so fast and it is so rapid. So in an era of constant change in consumer behavior, how do you make sure that you can adapt and stay relevant and stay consistent? I think the key to staying relevant is to understanding the zeitgeist. For us especially in our issue, that's incredibly important because we're in the alternative milk space, we're in the plant-based food category, and that requires a huge cultural shift, especially in a country like India where milk is such a daily part of everyone's routine and life, and a lot of people aren't even aware that they're lactose intolerant. So that's something that we're actively working towards building content to do, but a few ways to stay relevant if you're a brand is, I would say definitely speak to your consumer, consumer insights are key. Understand who they are as people, what they like, what platforms they spend their time on, what music they listen to, if they were to go to a restaurant, what kind of restaurant that would be, that'll help you build a consumer persona really well. The second way to also do that is to study content. So look at the way that they're interacting with other content pieces. What are the search terms that are trending at the moment? What are your customer responses or comments that are being left behind on your social or digital channels? And finally, the most important piece is to actually study the cultural moment you're in, and there's a ton of people actually doing this, right? You have foresight analysts, you have cultural strategists that actually look at very qualitative insights, about the time that we're in. So there's this firm, I know called Trapidol, which actually works on creating culture reports purely about the music industry. You have Yuva here in India, which is actually led by a former professor of mine, Nikhil Taneja, and they do fantastic research on youth culture. So a lot of my experience is also towards building brands for millennials in Gen Z, and when you have reports like that, or you work with organizations like that, and they do tie up with Spotify, YouTube, Metai, Pepsi, so on and so forth, to do these cultural analysis reports of what the youth of the country is leaning towards, I think that really helps in making sure that you're very, very relevant. No, that's a lovely point. I think what we're trying to say here is that there's a very close connection between content marketing and culture, and sometimes content marketing doesn't just take inspiration from culture, but it's the other way around as well.  So it's a two-way street, content takes inspiration from culture and other way around as well. So your thoughts on that, I think it's such a beautiful point we should hear from everyone on what they feel about it. So I think two points. I think firstly, the fundamentals of marketing still apply to the content marketing game, right? For example, all the things that she spoke about, which is consumer insight, being close to your consumer, et cetera, like what applied, say, 15, 20 years back from an FMCG setup, still applies to content marketing game, and I think that's something that we should continue doing. I think the other piece where, at least we've seen a lot of inspiration coming from, I think while culture and context is extremely important, I think at times we end up underestimating the power of our own channels, right? And we look for a lot of stuff outside as well, where at times a lot of what are your consumers really into, what do they want you to make is actually resting right on your own context. For example, like you have a presence on social media, you have people actually talking to you on call center, people leaving a lot of comments, reviews, et cetera, app store, and otherwise, I think specifically for us, I think mining a lot of insights or behavior traits that consumers have left behind on our own social media channels and handles has played a very important role in terms of some ways preempting that, okay, if this is what people are really, how they even answer to your comments, right? The form factors that they use to answer to your comments is also like an interesting point to leverage and like there could be like a ton of information, right? Under your nose, which we might be underestimating. No, that's a great point as well. And let's build on it further. I think you spoke about using different kinds of channels. So Jala would just love to hear from you, your point of view on different channels, different platforms that can be used, both to learn from and also to distribute the content. Yeah, so just to start out with, I think what we just touched upon in terms of culture was a very important point and a very relevant one, because that itself is a vehicle of dissemination very often. As a brand, you can either touch upon something that is a cultural transformation moment. And for example, like Doug did it in more recent times, where for example, if you look at their campaign on no filters, which borrowed from culture, but then did one up on culture and said, you know, in a segment that's obsessed with selfies, here's the reverse selfie, for example. Or there are times when you use culture very effectively to be a multiplier. And maybe here I can spend a moment or two talking about one of our brands and that would be Men of Platinum.  And what we've effectively done is really use the reverence for the game, use an upcoming icon. I mean, at the moment, the face of the brand is Surya Kumar Yadav. And create content and it's a series, it's a content IP, it's a minute with Men of Platinum. And it really gives the audience a look into the man behind the jersey. And it's pretty much the multiplier of cricket with in combination with an icon has a multiplier of its own in some ways. And that's one take on it. The other thing is also, I mean, again, for us at Platinum, we are talking to a far younger audience. And affinity for our offering lies with a younger audience. And therefore, it's time to kind of just take what you always thought worked and kind of reassess it from time to time because you need to move where they are moving. For example, TV is losing audiences and they are on OTT maybe. And therefore for us, it made perfect sense to rest content and pocket on a Disney hot star because that's where they are, for example. So yeah, I think those kind of choices come at play. Super. And any other strategies you want to share with us for distribution of content, anything that you have observed works better or can help you deliver longer, better ROI in the long run. So I think there is a plethora of hyper fragmentation is very, very, very real. And there are a lot of emerging platforms. There's audio streaming, of course. Music and otherwise, there's video streaming. There's live streaming. And all of it has its own metric attached to it. For example, if you're doing live streaming, you're not looking at high reach numbers there, but you're looking at converting the few that are plugged in and giving them an immersive experience. So yeah, I mean, the plethora keeps expanding. It's what you choose, what basis is your objective that really, you know, puts it in the right framework? Amazing. So I think we've touched upon a lot of themes. We've touched upon the connection between content and culture, about having a balance between strategies that are short-term to mid-term to long-term. And also, of course, you know, different distribution models and how do you drive relevance so that your content is being distributed at the right place, at the right time. What I'd like to do now is touch upon something really special. So while content can be powerful, when it is juxtapositioned with the right context, it can be absolutely, I would say, fantastic and fabulous because suddenly a consumer is reading content which is not just relevant to it, to him or her, but it has also been served to him at the right time, at the right moment. And in my experience, when content marketing is mixed with the right context, it creates magic. It's almost like the context is the secret sauce. In fact, I was at another panel discussion of this kind in Delhi. And one of the things that came up was that if content is the king, then context is the kingdom. And I was so proud at that moment because I felt like the Boola is a true enabler. It enables the king to rule the kingdom well because it just helps you to distribute content with the right context. So I just want to understand that if moment marketing, context marketing, timing of various events and your content and how do you modify and leverage all of these opportunities is something that you consciously plan for. And really how much of it can you plan and how much do you have to adapt in real time? For example, we see a lot of brands quickly hook on when there is a big moment that happens in a sporting tournament or when there is something big happening, let's say in a music festival or anything like that, you see a lot of brands like Zomato, Swiggy, et cetera, quickly jump on to that bandwagon and really enthrall consumers with some very, very witty content marketing. So I would just love to hear from all of you, in fact, where do you think the importance of context lies and something that is maybe special to you in terms of moment-related marketing? I think very rightly said so, but context matters significantly. Creating, now if I have to just go back to the example which I cited some time back, creating a film about a truck driver, if it would have not been that particular situation, it would have not resonated because there are different pieces which are coming together. Otherwise, for a boring category, it's another film what exactly the brand has force fitted or they are just trying to establish a connect. Similarly, if I'm just looking at, there's a lot we have been talking over the course of last one decade in terms of personalization. So there are some pilots which I've worked in my as well brands or in the current role that I take. Earlier, I was working for a brand called as PediaShore with Abbott and clearly over there, the message through the CRM team has to reach out to mothers who are clearly worried about in terms of the health and nutrition and growth of their kid. At what stage the message is given matters significantly. So we never went about in terms of shooting out SMSs or WhatsApp messages. It was very much clearly as a part of our approach that when the mom is waiting in the chamber of the doctor, that's the time when exactly this message has to be given because the level of resonation, the level of what exactly is the top of mind concern for the mom, how exactly she takes that particular message when she's given an opportunity to get into the doctor's chamber and articulate the right question within those two to three minutes that she's getting with the doctor matters significantly. Similarly, if I have to just look at sort of a data marketing initiative which we are currently running, we are sitting in a conference. If you are getting WhatsApp messages about Bristol offering 20%, who's going to jump out and get the tire change? Doesn't matter. My point over here is, whatever is the solution that you have, it needs to deliver at the right space and in the situation, what exactly is the most relevant for your brand and consumers. If I have to just look at, there are various segments which we address to and there is an emerging segment of auto enthusiasts. Now auto enthusiasts typically would be talking about the engine quality, the aerodynamics, the seats, the other functions and the features of an automobile. But there's a lot of discussion which is happening on platforms like Quora. This was something which was completely ignored in the past. A simple exercise, what we have done is, that's the platform where people are going to look at the most content which they can, you know, a trustworthy content which they can believe they can execute. As a brand, we have just done one exercise, pick up the top 20 questions around the category, answer it back to them in terms of, you know, the language what they easily understand as consumer, not necessarily bringing across the details of the compound of the tire which I have. That has worked really wonders for us because as a thought leader in the category, then we are able to move these consumers from Quora to our website to ask much more relevant questions about Bristone, what we can discuss. So, context, platform, situation, I think it all matters significantly. Yes, I just noticed that our time's up. So, maybe we can do final thoughts from all of you and in that you can touch upon the relevance of context if you would like. So, Nitin, maybe we start with you now in terms of the final thoughts. Sure, so I think time's up, so I'll keep it short. I think just closing the loop on moment because in today's age, I think just one simple advice, don't chase everything. Like it's not important to have something going out for every moment. So, I think what's helped us as a brand and maybe if there are brand managers here, they can take you also, that some stuff you can plan and we pick and choose our battles that if it's a planned event, okay, these are two, three things that matter to RTG. We will be prepared in advance in terms of what's the template that we're gonna follow. Anything that's unplanned, I think stay true to the tonality that you've built. I think consistency in that tonality will only get amplified and do it. So, pick your battles, don't just be in a rat race that because XYZ brand is jumping on the trend, I also have to jump on the trend. Great point. I think very simply put, marketing money follows time spent. So, as long as you study your consumer journey, you know exactly what part of their journey you want to target them in. Very tiny example, if I wanna speak to an urban consumer in a city like, say, Bombay or Bangalore where they're stuck during their commute time, should I reach them through a podcast, should I reach them through that little TV at the back of your olas, right? Because that's where they're sitting idle and they were most likely to register my brand. So, in terms of finishing thoughts, I think thank you so much for having me on the panel. It's really been a pleasure. There's been a lot to learn from everyone here. And I love to say content is king and we're just foot soldiers. So, thank you. Yeah, I think context is queen, I thought. But, yeah, well, I mean, yeah, I couldn't agree more because it's all about timing. You catch me on a bad day and you get a very different response. That works for our audiences as well. And I think there are many facets to it, right from audience insights to what is the situation and the analysis of the situation? What is the geo? What is the location? What is the cultural context of that TG at the time? All of that is part of context, really. And also a bit about what you said, where it's possible to do some kind of predictive analysis you should because that gives you a bit more clarity on what is likely to work and what can't work. And just, yeah, I mean, I couldn't agree more on the moment marketing bandwagon bit because I think multiple marketing teams across are severely under pressure every time there's a moment to come up and say something super cool and super quirky that can be shared. And I think you should do that only if there's something relevant to say or if you're going to say something refreshingly different because by morning everyone has multiple forwards of what happened in the game last night. So if you don't have anything amazing to say, it's better not to. I think those were some great insights out there, some really lovely nuggets to walk away from. Don't do anything till it is relevant and you really believe in it. Don't do something just for the sake of it because others are doing it. And if you do do something, try to make it more culturally relevant. Try to have a sense of balance between short-term and long-term and most importantly, try to get it contextually right so that you can really make use of moment marketing. So I hope that those insights were useful to everyone and a big thank you to our esteemed panel. We got through a lot of questions. So almost it was like a rapid fire in a very short period of time. So I hope you all enjoyed it and a big thank you to Exchange for Media for organizing this. And long live content marketing. Let content be king and let context be queen and please continue to work in this field with tremendous passion because that's what tells, the passion is what actually translates to great stories and great content. Thank you everyone. Thank you. Thank you so much.


Stuart Mackin says her jeep looks like something a feet of forward drive. Who's Stuart Mackin? In my class. Is he your friend?  Can I say A in his face? No. But it's a science word. Mom, look out! Don't move. Are you okay? I didn't see you. You came at an hour.