HGS Interactive attends the Content Marketing Summit Asia 2016

CMS Asia 2016

HGS Interactive’s Avantika and Smriti attended the Content Marketing Summit 2016 held recently.

Below are the highlights they took away from the engaging event:

Ashish Patil from Y-Films took the stage and captivated us with a presentation on how to create the most human content and experience.
Here are the 5 steps Ashish outlined on how to be the ‘Sultan’ of content and digital marketing!

1. Self-Intoxication
a. People are self-obsessed these days, they love themselves and will need to know what’s in it for them.

2. Funsumers
a. Consumers are a fun-loving young (or young at heart) lot, looking for fun content. I love how Ashish quoted, “if we snore, we don’t visit your store.”

3. Right Here, Right Now
a. Apparently, according to recent studies and stats, a human being’s attention span is now lesser than a goldfish. Today, we have an attention span of 8 seconds, and a goldfish has 9. Unfortunate as it is, it means that whatever information has to be conveyed, has to be done super-fast.

4. Constant Connection
a. You cannot interact with your audience once and then forget about them. They need to feel constantly connected to, via different mediums.

5. Purposeful Relationships
a. Do something because it’s the right thing to do. Without a purpose, everything is meaningless.

So, to sum it up, it’s all about:
Next, we had Flipkart’s Senjam Raj Shekhar take us through Flipkart Stories.
Flipkart Stories is Flipkart’s own blog where they share behind the scene stories, customer stories and any other interesting story they can showcase. Right from Flipkart’s first customer, to first employee and so on.
Anyone can tell a story, but winning stories have a formula too. Senjam takes us through the elements that help you put together a strong story:

1. Strong Character
a. Imagine Ramayana without Ram or Ravana, or Sholay without Jay and Veeru. A story can be perfect only when it has strong characters.

2. Emotional Connect
a. Until one can connect to the story emotionally, feel the pain or passion, the story won’t be perfect or create an emotional connect.

3. Universality of Theme
a. Your story needs to have a global appeal. Any one from any part of the world can understand and relate to Romeo and Juliet.

4. Conflict
a. No story is complete without conflict, a twist in the story, hurdles and obstacles. What would Ramayana be all about had Sita not been kidnapped?

Next, we had Ajay Gupta from Ching’s, who took us through the thoughts behind the return of Ranveer Ching – the short film directed by Rohit Shetty. It was quite interesting to know their point of view since the campaign received mixed reviews from critics and users.
There were a couple of panel discussions too, and we picked up a few really interesting phrases, thoughts and terms that we will share below:
“Content Marketing is treated as marketing first and content later. But content marketing must always be first, followed by marketing.” – Roopak Saluja
“Done is better than perfect.” – Quite a debatable statement, but we agree, sometimes to meet perfection, we end up not executing at all.
“Brand-lift” – A measure of success, calculated by the number of people talking about a brand.
“Mind-Measure” – Top of the mind recall and affinity.
“Tea-taster” – Recognizing the right blend required for the brand/campaign.

It was an experience of a lifetime for us here at HGS Interactive, and we shall definitely be applying these thoughts and teachings in our future digital marketing strategies and solutions.


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