Category: Women-Entrepreneurs-2019-Profiles

In June 1863, La Presse (a French newspaper) was the first ever to print an advertisement in their newspapers. Since then advertising has come a really long way.

Advertising is one dynamic industry that is ever changing to adapt to the different trends in the society with multiple platforms always battling for recognition. For example, initial mediums for advertising would be restricted to newspapers or magazines, now the world is overloaded with platforms such as TV, Social Media, Search, Voice, Video Ads and what not.

2017-18 was marked by the after effects of demonetisation for the advertising industry in India but change and disruption have been the cornerstones of this industry and 2019 won’t be any different. The next 5 years will see digital technologies increase their influence across the industry leading to a sea change in consumer behaviour across all segments. Government initiatives like Make in India and Digital India are all positive signals of the new transformation, a game-changer for the sector.

Here are some trends everyone should watch out for –

Age of stories

Consumers today are more aware than before, thanks to the World Wide Web. Marketers, in order to engage with their audience, have to find better ways of portraying the brand story across all platforms. Advertisers will need to be smart and invest a more creative and thoughtful approach when it comes to creating an engaging experience for customers and therefore, have to stitch together a story that creates a mark on the audience.

Video in demand

With an increase in mobile users and people having access to the net, videos have emerged as a prime platform for advertisers. Videos and gifs have taken over the nation and you can see almost every other person now either watching a series on Netflix or responding to their messages with gifs. Advertisers will need to use this to their benefit and communicate with their audience using impactful visual content.

Personalised ads is the new black

No longer on only a computer, a television, or a phone, people are consuming content where they want and on whatever device they desire. Wherever the content goes, the advertising must follow. Consumer attention is at a premium, as this fragmentation makes it difficult for marketers to earn it. With more and more ads being displayed to a consumer on a daily basis it becomes absolutely important that your ad leaves an impression on the customer. This is where personalised ads came into the picture, they create a sense of individuality, they make a customer feel understood and important and thus, leave a sense of connect with the advertisement.

Watch out for online advertising

At the moment, advertising revenue comprises of print, digital, online and TV advertisements where print is the major role player. However, Online Advertising is gaining immense traction & giving print head first competition in this arena. India’s digital advertisement market is expected to grow at a compound annual rate of 33 per cent in which Online Ads play a pivotal role, giving agencies that focus on digital and opportunity to perform better than their expectations.

Let’s not forget creativity and innovation

Try and remember one ad or campaign that always lingers at the back of your mind. Now think why the ad is stuck in your brain. You will have only two outcomes i.e., either the ad was very creative or it had something unique (innovation). These two factors are the prime ingredients for any ad and will continue to play their dominance in the success of any advertisement across the industry. However, since we live in an era of technological advancements and quick information access, consumers have become a little harder to impress and therefore creativity and innovation might pose somewhat of a challenge.

Native Ads also in the league

With your consumer present everywhere, brands are taking advertisements where they are! And in doing so brands are looking for ways to make ads that can be customised to run on various platforms such as Facebook, Twitter and Instagram, YouTube and etc. Due to its engaging and personalised layout, Native Video Ads will see an increasing trend while also creating a need for creatively using native ad formats.

Influencer Marketing

Influencer marketing has proved to be one of the most effective ways of advertising and it looks like it is here to stay. While brands are already investing a ton of money in influencer marketing as influencers bring with them a large fan base and loyal consumers, they are more likely to increase their expenditure and create a larger depository of influencers for ads and marketing strategies in the coming years.

OTT on the rise

With increasing smartphone penetration and inexpensive data plans, there is a rising influence of OTT as a medium. There are currently more than 30 OTT platforms, and this is only the beginning. Over-the-top (OTT) options will continue to proliferate as consumers continue to look for more flexibility and OTT providers continue to experiment with offerings of various sizes and prices. With India slated to be among the Top 10 OTT markets within the next 4 years and with estimations of over 75% content consumption through OTT by 2021 it will be worth observing to see how brands leverage this medium.

Bigger and Better

It is a common fact that agencies have to deliver bigger and better ideas to clients than ever. As the world has become a small place for everyone, ad ideas need to get better for everyone, making creativity and talent the need of the hour for various ad agencies. Agencies will need to recruit better talent, give marketers more control, drive efficiencies in order to stay at the top of their game.

About the Author:

Anita Nayyar is a veteran of the Indian media industry. As CEO, she took on the mandate of expanding the Havas Media Group footprint in the emerging South Asia markets in 2006. She has recently been promoted to be the CEO – Havas Media Group, India & South East Asia.

Tudip According to Sixth Economic Census released by the Ministry of Statistics and Programme Implementation, women constitute around 14 percent of the total entrepreneurship i.e. 8.05 million out of the total 58.5 million entrepreneurs. Out of this, 2.76 million women constituting 13.3 percent of women entrepreneurs work in agriculture sector whereas 5.29 million women constituting more than 65 percent work in non-agriculture sector. The average employment in women-owned enterprises is meager 1.67.

The role of women in our society is changing drastically in the past few decades and for the better. Women are now occupying positions in the corporate world which was previously regarded as masculine. The gender pigeonhole which was more prevalent in the society decades ago are breaking slowly. Though India is a developing country women entrepreneurs are growing day by day walking hand in hand with their male counterpart. One such women entrepreneur is Dipti Agrawal, who started Tudip, a software service company competing with the product development companies across the world.

Incepted in the year 2010, Tudip was established with a vision to become a global partner by providing leadership in specific domains to help the customers accelerate the value creation process. “If you look at the current scenario, I believe there is no industry as dynamic as the software industry. The software industry is transforming by the minute. In order to hold a place in this industry, one must be extremely agile and open to new technologies. To sum it up, I would like to say that the software industry of today endorses the “perform or perish” attitude perfectly. Tudip offer various services such as Web Applications in different domains and technologies hosted on various cloud infrastructures, Mobile Applications development in Java, Swift, ObjectiveC, ReactNative, ReactJS, PhoneGap and Xamarin, Dev Ops 24/7 services to Google and Palo Alto Networks to name just a few, Internet of Things (IoT) solutions for businesses harnessing the power of the internet, Google Cloud Platform (GCP) management across the public and private clouds, Amazon Web Services (AWS) in building web & mobile applications using AWS Services to Scale & Enhance application, Roku Developers are efficiently developing and maintaining various Roku Applications, Testing Automation including Manual, Automation testing across various web/mobile platforms enabling end-to-end Continuous Integration using Jenkins and Pipeline and Translation Services with high-quality native professional translators, Quick turnaround with exceptional service,” said Dipti Agrawal, Co-Founder, Tudip.

Tudip has a wide range of clients, varying in scale, in industries, region and technology. The software firm has also worked on various international projects with global leaders and niche players across various industries including Smart Appliances, OTT, Agriculture, Healthcare, eCommerce, eLearning and many more.“Building long term relationships with our client is very essential when it comes to surviving in the long run. The only way to build a long term relationship with your customers is to keep them happy. However, it is also essential to be transparent with the client and discuss each and every minute detail related to the assignment. So transparency, commitment to client value and agility are our mantras for longevity in client relationships,” added Dipti.

Tudip admits that Employees are the backbone of the company as happy employee lead to happy clients which in turn lead to a successful company. The organization has many recreational events for the employees to keep them engaged. Regular training sessions are organized on various software related topic to keep the employees updated about the latest software. The firm ensures that all kind of precautions are taken to keep the employees motivated. Tudip foster a culture of transparency and ownership in the collective conduct. The firm is accountable for the employee’s thoughts, actions and communication. All the Values are “non-negotiable” and can/will not be compromised for personal or corporate gains. Tudip consistently apply moral & principled behaviour in all the transactions, which builds trust and honesty.

The major factor that has contributed toward the success of the firm is the adaptation to the quick changes in the industry. “We believe in “doing different things, and doing them differently”. We understand & thrive on the need to carve out a niche for ourselves. We value entrepreneurship oriented culture and it is very important that we continually innovate in whatever we think, do and deliver to our customers,” said Tushar Apshankar, Co-Founder, Tudip.

The major factor that has contributed toward the success of the firm is the adaptation to the quick changes in the industry. The firm with an positive outlook aspires to create a niche’ by offering cutting-edge integrated services across technologies empowered by innovation, best in class process and best of breed technology. The software organization aims to double its clientele and its revenue in the years to come.