Know about Conversation media marketing from Anika Tanwar

With more than 70Bn+ messages being sent and over 10Bn+ emojis, stickers & GIFs, being shared every day, conversation media solutions has become the most efficient tool to develop brand resonance and recall among consumers.

– Anika Tanwar Head in marketing solutions at Bobble AI

Conversation and content have changed a lot in recent times. Emojis, GIFs, Memes etc. have become prominent in expressing ourselves during digital communication.

 And the marketing world is also not aloof from them. They are taking an important place in today’s world of business. 

But how exactly does conversation media marketing work? We talked to Anika regarding the same. Read on to know more.

I have always believed in doing something different. Apart from being overly aspirational, I have always envisioned myself becoming an achiever – somebody who strives to reach newer heights and never settles for anything less.

I have fond memories of being a runner – still reminiscing about when I used to participate in a lot of competitions in school. 

Since then, I have believed in constantly chasing dreams and ambitions. 

I could perhaps attribute it to the fact that I never truly felt satisfied and that is what always propels me to keep becoming better, keep finding something different, that slight edge. 

Most importantly, I am blessed to have parents who have worked so hard to ensure that I get a convent education and be exposed to an environment that instils discipline and rigour in my personality. 

Today, I take pride in my work ethic and beliefs that have encouraged me to reach where I am today. 

As far as my academics are concerned, I completed my graduation in environmental engineering – a four-year bachelor’s degree only to realize that It wasn’t for me.  

Hence I dived into an opportunity to get into the field of digital marketing soon after. I went on to pursue my post-graduation from IIM Calcutta and carefully selected – Strategy and marketing as majors, the two subjects or fields that resonated the most with me! 

Right after this, I officially began working in strategy consulting. It was still a relatively strange phase of my life. 

I worked on various industry clients and tried my hands at different verticals, including sales acceleration, process revamps, and change management. 

Yet, I felt that my work lacked a strong sense of purpose. That’s when I came across Bobble AI and stepped right into an expanse of marketing technology disruptions and was enamoured by the vision the world was yet to see!

Are you paying high? Check – Global Video Production Price Guide

1. What is Conversation media marketing? And how impactful is it on today’s GenZ or millennials?

Let me begin by giving a bit of context here. In the world of overwhelming disposable social media and skip ads, the humble text message achieves what no other medium accomplishes. 

It delivers to hearts and minds. 

Brands can leverage and enact an integral role in the messaging experience as there is nothing more authentic and persuasive than what one friend says to another.

Millennials and GenZies aged between 18-34 years gravitate more towards a more individualized experience online. 

They are practically living on messaging platforms including WhatsApp, Snapchat, FB Messenger, Instagram Direct, iMessage, and more — talking about movies and web series, apps, food, and clothing brands they love. 

They are consistently the “always connected gen,” and while they are at it, 90% of the media used in chatting includes — emojis, stickers, GIFs, and memes, to name a few — other than the text, of course. 

With more than 70Bn+ messages being sent every day, and over 10Bn+ emojis, stickers & GIFs, being shared and the fact that users love to express themselves better with visual and interactive forms of communication, conversation media solutions has become the most efficient tool to develop brand resonance and recall among consumers and secure a spot in everyday conversations.  

2. How far, according to you, has conversation media marketing made its place among the people and branding strategies?

The journey of a thousand miles began, in this case, with one and many small successful steps! We are inching towards a time where – outdoor media, print media, and social media are getting saturated and eclipsed by this disruptive platform of conversation media – what one friend says to another. -.

Of late, brands have begun to explore new-age solutions that can provide an authentic and seamless way of engaging with their consumers, at the right time! 

Several brands such as Coca Cola, McDonald’s, DHL, Reebok, ITC, United Breweries, Starbucks, IKEA, Subway, HBO Max, and so many more have leveraged these solutions in diverse capacities. 

While Bobble AI is disrupting this form of marketing in India, players worldwide use similar concepts to help brands foray into conversations.  

3. How is conversation media marketing different from traditional marketing?

Today, most brand marketers are finding it very hard to create a substantial recall value among consumers. Varied reasons are contributing to these phenomena, such as:

• Shrinking consumer attention span, after all, there’s only so much information we can process! 
• Digital ads misfiring and increasing use of ‘skip ads’  
• The world of too many choices and the sheer abundance of brands in every product category today. 

All these factors put together are reducing the significance of traditional marketing methods to a large extent. One such impact has been on outdoor advertising. 

In the post-COVID era, when many people are bound to stay indoors, this advertising form has become somewhat obsolete – and the pandemic jolted brand marketers towards an agile brand marketing strategy – one that is sustainable and relevant – even in the future. 

These content consumption trends have given rise to an evident preference for online communication channels, including chat/messaging platforms such as WhatsApp – a largely untapped channel for the longest time.

Conversation media marketing solutions have offered a reasonably informal yet engaging method for brands to strike a direct chord with consumers – the millennials and GenZies in India. 

A simple chat with a friend about coffee and an option to share a Starbucks mocha emoji laughing or a hot brewing Nescafe GIF through Bobble AI tech-enabled keyboard solution is highly empowering for brands. 

The brand’s message is so seamlessly amalgamated with consumers’ real-time intent while the conversation is going on- that it’s almost magic (if you want to believe in it :D)

The thrust is the ability to deliver the brand’s message to the right audiences and at the right time – in the most engaging way – and that’s what makes conversation media so much more powerful than anything that’s been happening!

Youtube SEO: 10 Hacks you need to know

4. Do you think the new way of conversation media through GIFs and Emojis is becoming a great marketing source? 

Absolutely, in fact, I would call it the best source of marketing in current times. It is often said that change is the only constant, but its potential is often misunderstood.

It is only after the internet revolution, the inception of the World Wide Web, and the emergence of social media channels and possibilities, that people realized that it is possible to connect with extensive set audiences and bring out an advertisement for a simple product like a Diet Coke on a Facebook page.

 Most brands used to communicate with the masses through popular channels such as TV and radio alone.

Interestingly, many brands have been agile and are ready to embrace the latest inclination towards digital.

They are fast adapting to changing times while being mindful of evolving content consumption patterns and consumer attributes. 

Millennials and GenZies – the always-connected generation, love to chat and express themselves with emojis, avatars, GIFs, and every conceivable form of visual media one can imagine. 

Additionally, they want to keep stress on their aspirations and penchant for specific brands all the time in conversing with each other. And that’s why conversation media marketing is not some pie-in-the-sky idea, it’s truly marketing, with a cape!

Learn from Video Marketing experts

5. What advice would you give to marketers who haven’t adopted this yet?

To my mind, most marketers today have begun to realize the real value of having a digitally focused marketing strategy. 

They are also open to finding new and innovative ways to ensure a relevant connection is made with the intended audience. 

Moreover, social media is already grappling with challenges around hate speech declining engagement time, and a constant bombardment of adverts. 

Conversation media is the new horizon in the digital brand marketing category – with all other marketing formats being overused and rendered more or less irrelevant and ineffective. 

Marketers can now garner brand impressions in the most powerful and trusted communication channel invented – the personal conversation between two friends, and that is the crux of my advice to marketers who have not explored Bobble AI and its unique offerings till now. 

Check out these interesting Video Marketing Campaign Stories

About Anika (in her own words)

I have always believed in doing something different. Apart from being overly aspirational, I have always envisioned myself becoming an achiever – somebody who strives to reach newer heights and never settles for anything less.

I have fond memories of being a runner – still reminiscing when I used to participate in a lot of competitions in school. 

Since then, I have believed in making constant efforts to chase dreams and ambitions. 

I could perhaps attribute it to the fact that I never truly felt satisfied and that is what always propels me to keep becoming better, keep finding something different, that slight edge. 

Most importantly, I am blessed to have parents who have worked so hard to ensure that I get a convent education and be exposed to an environment that instils discipline and rigour in my personality. 

Today, I take pride in my work ethic and beliefs that have encouraged me to reach where I am today. 

As far as my academics are concerned, I completed my graduation in environmental engineering – a four-year bachelor’s degree only to realize that It wasn’t for me.  

Hence I dived into an opportunity to get into the field of digital marketing soon after. I went on to pursue my post-graduation from IIM Calcutta and carefully selected – Strategy and marketing as majors, the two subjects or fields that resonated the most with me! 

Right after this, I officially began working in the field of strategy consulting. It was still a relatively strange phase of my life. 

I worked on various industry clients and tried my hands at different verticals, including sales acceleration, process revamps, and change management. 

Yet, I felt that my work lacked a strong sense of purpose. That’s when I came across Bobble AI and stepped right into an expanse of marketing technology disruptions and was enamoured by the vision the world was yet to see!

About Vidsaga

Vidsaga is a global marketplace for Organisations to create Videos. Consider it as “Upwork/ Fiverr for videos” with Creative script writing and professional project management.