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<ul><li>Consumers have opened up to experimenting, trading brand loyalties for availability of stock and that is where <keyword id="3367268" type="COMPANY" weightage="20" keywordseo="Performance-Marketing">performance marketing</keyword> comes into the picture. </li><li><keyword id="9861487" type="UNKNOWN" weightage="20" keywordseo="Prerna-Dubey">Prerna Dubey</keyword>, Digital Strategic Consultant at <keyword id="9861486" type="UNKNOWN" weightage="20" keywordseo="WolfzHowl-Strategic-Instigations">WolfzHowl Strategic Instigations</keyword> writes how you should approach performance marketing in the post-Covid-19 world.</li></ul>As we start moving towards un-lockdown 4.0, more and more companies have started spending on digital media. It’s time to make up for the slump of the initial couple of months of the lockdown. Consumers have opened up to experimenting, trading brand loyalties for availability of stock. That is where performance marketing comes into the picture. However, the old way of running automated campaigns and bidding on the keyword that’s going to be enough. There’s going to be a demand for Performance Marketing 2.0 - Strategic, human behaviour centered performance marketing and not just data and platform led. How should you approach performance marketing in the post-Covid-19 world? Here are our thoughts: <ol><li>Targeting: Targeting has always been about demographics + in-market segmentations at best. But this is not the most foolproof method since all your competitors would be doing the same thing. Here’s how we recommend you segment your audience base: <ol><li>Start by segmenting your audience based on usage and attitudes towards your category. Understand the innate reasons for these attitudinal patterns</li><li>Add a layer of demographics on top of these segments</li><li>Create personas by identifying barriers for conversion for each of the segments</li></ol></li></ol>When the same set of audience is seeing the ad for your brand, your competitor’s brand and 10 different categories, you need to get the best returns on your investment and that is possible only by identifying the most profitable segment for targeting. You may spend more for targeting a niche segment but if the conversion for the cohort is higher, it’s money well-spent. <ol><li>Content: This becomes one of the most important elements for running your ad and has multiple elements that you, as a marketer will need to consider. <ol><li>Messaging: When all of us have faced content fatigue, messaging becomes very importance while serving an ad. Unfortunately, it is also the most over-looked part of performance marketing strategy. Due to the character restrictions and the sheer number of pieces that the copy writer has to write and the designer needs to creates (sizes, formats etc.), messaging always gets the step-child treatment. However, there’s a far more deep-seated reason why the messaging is always cliched and not very impactful – not knowing the audience. Until we’ve identified everything about the cohort &amp; understood their barriers, only then can we identify the trigger for conversion. If as marketers, we are not able to work on the messaging of the ad copy, the conversion rate will remain poor, no matter how many segments and personas we create. Remember, each segment, each persona, each sub-persona will require a separate message. </li><li>Content Types: Content is king but content type is what gets you the attention. Be present in as many content types as possible. Create videos, audios, static images, GIFs to tell your story. But remember, if your story is not strong, no content type can save you. </li><li>Do not ignore SEO. Think SEO with a filter of performance. Look beyond category keywords and think like a human being searching for your category for through various stages of the conversion funnel and write content accordingly. </li><li>Go Local: Regional Language advertising is the best bet for quicker conversion. Invest in building a team of copywriters who can write effectively in local languages. Avoid translations. What we’d suggest all brands to do is get into DCO (Dynamic Creative Optimization). Invest in tools that will help you churn this out faster. </li></ol></li><li>Media Platforms - Marketers are genuinely spoilt for choice when it comes to media vehicles to choose from. From OTT platforms to social media platforms, from gaming apps to independent blogs and <keyword id="436047" type="COMPANY" weightage="20" keywordseo="Ecommerce">eCommerce</keyword> stores; the list is endless. How do you choose the right platforms to advertise on? Here are a few questions to ask yourself before choosing the media mix: <ol><li>Are you blanket bombing on all platforms where your audience is present and hoping that they will see it and click on it? Is this the best solution always? Don’t diss this completely, at times it works</li><li>Are you present on a platform that is not related to your category directly but if the communication is crafted well, the platform can work for you?</li><li>Is the platform seemingly expensive but has better quality of audience that has a higher chance of conversion?</li><li>Which platform will be the anchor platform for which part of the <keyword id="9861488" type="PERSON" weightage="20" keywordseo="marketing-funnel">marketing funnel</keyword>?</li></ol></li><li>Marketing Funnel – Marketing funnels will no longer be as linear as Awareness-interest-consideration-purchase. There will be stages of going back and forth between stages, seeking reviews from authentic, reliable sources (read: friends, families and real subject matter experts and not digital influencers who may not hold subject matter expertise. Read our blog on Re-rise of Collectivism here). Tracking these funnels is extremely important and needs to be considered while planning your campaigns. Also, think platform journeys and the role of each platform in each stage of the campaign.</li></ol>

Post Covid-19 world demands for Performance Marketing 2.0

<ul><li>Sonu Sood recently received UNDP’s Special Humanitarian Action Award.</li><li>He has emerged as a knight in shining armour and been applauded for his humanitarian work to send thousands of stranded migrants back home during the lockdown. </li><li>His rising affinity on social media has also helped him get popular in the brandverse. </li><li>We speak to experts to find out if the recognition from UNDP will finally help get Sonu Sood longer brand deals and bigger brands now. </li></ul>Sonu Sood, who plays an antagonist in most of his movies, is becoming India’s hero in real life. On September 30, he was honoured with the Special Humanitarian Action Award by the United Nations Development Programme for his selfless efforts to help people in challenging times. In the beginning of the lockdown, Sood and his team launched an initiative called #GharBhejoAbhiyaan that helped thousands of migrants who were longing to come back home. He later launched #<a href="https://twitter.com/PravasiRojgar?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1286322666580742144%7Ctwgr%5Eshare_3&amp;ref_url=https%3A%2F%2Fwww.socialsamosa.com%2F2020%2F08%2Fsonu-sood-campaigns-endorsements-through-the-lockdown%2F">PravasiRojgar</a> to help jobless migrants find a job and restore their livelihoods. He sent a few smartphones to students in Haryana who couldn’t afford online classes and helped students stranded across the globe return to the country safely. Soon, newspapers made special cartoons on him to celebrate the knight in shining armour and #Isupporttheherosonusood started trending on Twitter. It is for his philanthropic work that Sood is becoming popular even in the brandverse. Indian brands like Pepsi, Lay’s, Tata Tea Premium, Stayfree India, Edelweiss Tokio Life, Godrej Interio, WhiteHat Jr, ZEE5, to name a few, have approached him to help spread awareness on different social causes. Even in his brand work, Sood has spoken about the importance of wearing a mask, recognising everyday warriors around us, supporting local craftsmen, etc. Since he acted like a ‘Vighnaharta’ during the lockdown, Mangaldeep Agarbatti also approached him during the festival of Ganesh Chaturthi. Sonu Sood’s relief efforts for the migrants during the COVID-19 lockdown earned him praise from all quarters. He emerged a hero for his selfless, kind-hearted efforts for the community. It was due to his selfless image and uniqueness that brands started capitalizing on his growing popularity. Ergo, his brand value is also increasing subsequently. According to media reports, Sood is worth $17 million. However, it was only in early September that Acer signed a long-term deal with him. Sharing why the brand decided to on-board Sood, Sooraj Balakrishnan, Head-Marketing, Acer India said, “Apart from his exemplary work in cinemas where he is a well-renowned actor cutting across India, Sonu Sood has stood out in 2020 as an example of selfless service and humanitarian work that positively impacted and benefited thousands, if not lakhs of people in need during the pandemic. His contribution to empowering people echoes with Acer India’s brand mantra of empowering people through technology.” Balakrishnan agreed that Sood’s rising popularity is an indication that the consumers are looking for honest and real work now. He said, “People are looking for brands and public figures who have a purpose to make positive changes with honest and real work. Glamour alone will not sell and people like Sonu have really used his position for the good of people. I can vouch for his humbleness, genuine passion to help, and dedication to the cause during my interactions with him. Acer is proud to have him as our brand ambassador and we wish him more recognition for his work.” Apart from trust, caring, empathetic, relatability, and style, Kalyan Ram Challapalli, Chief Strategist and Founder, WolfzHowl Strategic Instigations, said one should also note his Bollywood-led personality attributes to evaluate him as a brand endorser. he is known for a good body (with muscles etc;), a sense of style (fashion) etc Challapalli said, “Brand Sonu Sood can also include attributes of health, fitness, style and fashion. In addition to this whether it is his “Arundhati” (Telugu – Tollywood Blockbuster) villain portrayal or other such south movies, he also has some traction in South Indian Movies and hence South of India as well (usually not a easy feat for a character artiste to achieve). Hence, Sonu Sood as brand ambassador represents trust, empathy, style, fitness and a pan-national appeal. But with the masses. Hence categories he can be used as a brand ambassador for are possibly: Agri-Fintech, Micro-Finance, Health Foods, Sports and Fitness Categories, Fashion category etc; But at a mass and masstige segments level.” Keeping these attributes in mind, Challapalli said that he can endorse brands in mass and masstige categories. “He can also represent “return to roots” desi culture brands across consumer segments. As a brand ambassador he can take “Ayurvedic or Indian natural products based health - Immunity” to both the higher economic strata consumers and the lower economic strata consumers. He can also be a good brand ambassador for democratisation of Insurance, or home loans, or even mutual funds to the masses and to ‘Bharat’,” said Challapalli. Sonu Sood’s social currency Harish Bijoor, Brand-Strategy expert and Founder, Harish Bijoor Consults Inc pointed out that the audience on social media is looking for real heroes now. Bijoor said, “Sonu Sood is the new hero. The new hero of a new generation that is driven more by social media accolades than traditional media praise. Social media seems to recognise the real star as opposed to the promoted star. This works for Sonu Sood. He and his image is pushed by an army of social media participants who chase the real as opposed to the made up.” Sood has 7.3 million followers on Instagram and 4.1 on Twitter. He became the talk of the town during the lockdown. As a result, his popularity on Google Search also peaked. The top searched topics included Sonu Sood Help, Sonu Sood Scholarship, <keyword id="10031923" type="PERSON" weightage="20" keywordseo="sonu-sood-helpline">Sonu Sood Helpline</keyword>, Sonu Sood hotel juhu, <keyword id="10031921" type="UNKNOWN" weightage="20" keywordseo="sonu-sood-net-worth">Sonu Sood net worth</keyword> 2020. <div type="image" title="sonu sood google trends" msid="78414547" hostid="261"></div> During the period of January to September 2020, Sood was the most searched term in Dadra and Nagar Haveli, Andhra Pradesh, Arunachal Pradesh, Jharkhand, Uttrakhand, Telegana respectively. <div type="image" title="india-map" msid="78414550" hostid="261"></div>(Values are calculated on a scale from 0 to 100, where 100 is the location with the most popularity as a fraction of total searches in that location, a value of 50 indicates a location which is half as popular.) Sood’s impact on brand’s social image How will getting someone like Sonu Sood, who is a humanitarian influence, help how people look at a brand? Archana Jain, Founder and MD, PR Pundit, said, “The COVID-19 pandemic has had a deep impact on consumers. Consumer attitudes are changing. New socio-economic behavioural patterns are being witnessed. Global discourse centered around purpose and ethics is taking centre stage and scoring high on relevance in an increasingly values-driven world. An association with Sonu Sood therefore helps brands raise their bar on trust and dependability. Brands are able to foster a meaningful connection with the informed and empowered consumers and attach themselves to the value proposition of humaneness (demonstrated by his philanthropic work).” On how brands are looking for rays of hope in unsung heroes, Jain added, “Universally, people seek heroes in times of distress. With the heightened interest around all-things COVID-19, many brands have been shining the spotlight on heroes who have contributed selflessly for the betterment of society. Some have singled out the unsung warriors and some acknowledged personalities. Sonu Sood will always be remembered as the knight in shining armour who came to save thousands in need in their bleak times.” N Chandramouli, CEO, TRA Research said, “When someone achieves popularity by the work done, a reputation builds around the person - which is transmitted beliefs about respect. This transmitted belief spreads as more many hear about the person, also driving the person to try and achieve greater heights. Brands are self-centered in their approach, and naturally do not take Sonu Sood as an ambassador because of their philanthropic nature, but instead so that his 'goodness' rubs on them too. He has already been seen as a 'messiah', and even non-migrant travel or food based requests come to him, sometimes for books for education or to help a poor farmer's family. Since he has been open and accessible to most such requests, he has become an icon for the poor and needy. This is suff is like a movie-story, and he, the hero who is a do-gooder for society. Brands may not use him in PR too directly, primarily because it will not be appropriate to be seen directly promoting a brand by talking about it. Instead, advertising is slightly more distanced from PR, and therefore his presence as a brand's ambassador, is something that will look more appropriate. PR, as we often say, is essentially a trust building tool, and for Sonu, he has already built all the trust by demonstrating firmness of action.” Will recognition from UNDP help get Sonu Sood more brand deals now? Chandramouli said that Sonu Sood will be now known internationally, which might help him get more brand recognition. He said, “With UNDP's award he joins an exclusive group of international actors in different UN awards who have contributed to society beyond their call of duty, and his name will become more global. He will also come in the consideration sets of international brands which are looking at India as one of their key markets. Being a household name in India, brands will be able to reach their consumers through his endorsements.” Challapalli said that Sonu Sood will get more brands now. However, he is more likely to be approached by massy brands than aspirational.

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Post Covid-19 world demands for Performance Marketing 2.0

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As Sonu Sood wins a UNDP award, will we see a jump in his brand value?

Karuna Sharma

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