How it Works – Page 280

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.

Regional Report: What do Indians think about dating apps and designer clothes?

When the participants were asked their opinion on divorce, 67 percent of Punjab respondents and 51 percent of Tamil Nadu agreed divorce is a better option than continuing in an unhappy marriage. (Representational Image: Christopher Alvarenga via Unplash)

Thirty-eight percent of respondents in West Bengal agree dating apps are a better option for finding one’s partner. 52 percent in Punjab said they’d opt to be single, rather than compromise on the kind of person they want to be with.

Storyboard18 x MC Insider – Business of shaadis, ‘circular economy’ and open conversations

Catch all the inside industry stories and hot gossip on Storyboard18 and MC Insider on Moneycontrol. (Representational Image: Boston Public Library via Unplash)

Your regular fix of sizzling hot gossip from adland.

Why every business needs a digital marketing agenda

Gone are the days when branding was about wooing consumers on TV or Out Of Home media, with one-way communication, and then deploying demand generation tactics at points of purchase to drive sales. Both business-to-consumer (B2C) and business-to-business (B2B) buyers today want to actively learn about product categories and evaluate choices; they expect brands to engage with them and help them make informed decisions. (Representational image via Unsplash)

In an exclusive year-end article for Storyboard18, Infosys’s global CMO Sumit Virmani spotlights the necessity of future-proofing brands with holistic digital strategies.

Puma-Anushka Sharma fake stunt: Are brands taking marketing gimmicks too far?

Puma, Monster (now Foundit) and Vim (owned by HUL) have recently used the device of fake stunts and staged drama online to get attention. The reactions are a mixed bag. (Representational image via Unsplash)

Brands are latching on to the trend of first fooling users and then revealing their actual intent. Some call it ‘shockvertising’ or simply an attempt to garner eyeballs in a highly distracted digital world.

IPL becomes Decacorn, valuation jumps 75 percent to $10.9 billion in 2022: Report

With two new teams (Gujarat Titans and Lucknow SuperGiants) getting bought last year at a combined staggering value of $1.6 billion, the average price tag of a team has seen a 16-fold jump from its inception. These two factors were instrumental in boosting the valuation of IPL to become a Decacorn and the second largest sporting league (on a per match basis from broadcasting fees) globally. (Representative Image via Unsplash)

At $6.2 billion, IPL has recorded a three-fold jump in its broadcasting deal since 2017, contributing to the rise in the overall valuation.