Charlette Machado

The Resistance is here! ✴️ For the synthetic human species living now in their simulations with almost nothing warm in their hearts, this is a brilliant message We are competing with machines, their speed, and their efficiency. But would you wear a hand-knit sweater or a 3D-printed one? I love it Ogilvy for giving a perspective of some breather to this mechanized youth of today 👏 #linkedin #artificalintelligence #work #culture #brand #marketing

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Did You Know? Facts About Consumer Behavior For More Marketing Insights Subscribe to Our Weekly Newsletter: https://lnkd.in/gueWg-3q #Marketing #advertising #Didyouknow #Facts #outlookmediaindia

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The Future of Digital Content in India: Navigating New Regulatory Waters. Attention, marketing community! The digital landscape in India is on the brink of a monumental shift with the proposed India Broadcast Services (Regulation) Bill, 2024. Here’s what you need to know: 🔍 Key Highlights: 1. Classification of Content Creators: • Digital News Broadcasters: Influencers and entities focusing on news will be categorized as digital news broadcasters. • OTT Broadcasting Services: Other content creators will be classified under OTT broadcasting services. 2. Compliance Requirements: The bill introduces several stringent compliance measures: • Grievance Redressal System: Content creators must implement an effective system to handle user complaints, ensuring accountability and transparency. • Industry Body Membership: Creators are required to join an industry body that will oversee content, potentially leading to standardized practices. • Content Pre-screening: All content must undergo pre-screening by ‘content evaluation committees’ to ensure it meets regulatory standards before publication. 3. Reporting and Penalties: • Notification of Operations: Creators must notify the government about their operations within 90 days of the bill’s enactment, ensuring regulatory visibility. • Governmental Oversight: The government will have the authority to mandate edits, deletions, or modifications to content, which could significantly impact creative freedom. • Penalties for Non-compliance: Failure to comply with these regulations could result in severe penalties, including fines and other sanctions. 🌟 Potential Impact: • Enhanced Content Control: This bill grants the government significant control over digital content, posing challenges to creative freedom. • Increased Operational Burden: Establishing grievance systems and pre-screening committees could be a considerable burden, especially for smaller creators and startups. • Changing Industry Dynamics: The need to join an industry body may lead to the formation of new regulatory bodies, altering the dynamics of the digital content industry. 🔔 Conclusion: If passed, the India Broadcast Services (Regulation) Bill, 2024, will reshape India’s digital content landscape. Content creators will face a more regulated environment with increased oversight and potential penalties for non-compliance. This bill signifies a significant move towards tighter control of digital content by the Indian government, raising critical questions about balancing regulation and creative freedom. Stay informed and prepared.The way we adapt to these changes will define the future of digital content in India. Let’s navigate these new regulatory waters together. 🌐 #Digital #India #Socialmedia #Content #Marketing #DigitalMarketing #Compliance #Advertisingandmarketing #Startups #Business #Future #Creativity #YouTube #InstaGram #Meta

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Exciting times for the Indian advertising market! 🚀 According to IPG Mediabrands Magna Global Advertising Forecast 2024, the Indian ad market is set to grow by 11.8% to reach ₹1,22,155 Cr in 2024 driven primarily by digital media with strong growth also observed in traditional media. 📊Key highlights 1) Traditional media revenue will grow by 8.4% to ₹64,398 Cr.(TV ,Print, Radio and OOH) 2) Digital media is poised to grow faster at almost 16%, reaching ₹57,757 Cr due to the expansion of internet base. 3) Despite being outpaced by digital, traditional media may receive 53% of all ad spend with digital media taking up the remaining 47%. 4) India's traditional media market share is twice that of global (29%) and APAC(24%) size. 🔍Insights 1) As per the report, Social and search could garner 34% and 33% of the digital ad pie respectively. 2) Display and video will follow with 19% and 14% respectively. 3) TV ad revenues in 2024 are projected to grow by 8.7% to reach an estimated ₹39,333 Cr driven by election and cricket. Also said that TV reaches 778 million viewers and overall time spent increased to 230 minutes. 4)Print media (itself as a most trustworthy source of information) will grow at 6.1% (estimated ₹18,771 Cr) and digital print revenue is estimated to be ₹1,300 Cr. India's ad market is projected to enter the top 10 global markets by 2025, reflecting robust growth across all sectors from FMCG to e-commerce. 📺📰 Let's gear up for a transformative year ahead in advertising! #Advertising #DigitalMedia #TraditionalMedia #MarketGrowth #IndiaAdMarket2024

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So powerful. Hats off to copy person.

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ROAS or COA ?... Interesting how business folks driving sales for various products look at the same fraction and intuitively gauge the performance of the campaigns Let’s say you spend INR 10 to get a business of INR 50 purely via digital media ROAS - Return on Ad Spend will be 5x (50/10 - Represented as x) COA - Cost of Acquisition will be 20% (10/50 – Represented as %) Same Same, But Different Different 😅 (Shows the same thing -> But Inverse) In my experience, ROAS is scrutinized while gauging the efficacy of campaigns for products which have high repeats, less friction of sale, quick discoverability -Say an Amazon ad campaign for “Healthy peanut bar” in a super-competitive bidding environment COA is highlighted in all dashboards while gauging the performance of campaigns which have fairly longer gestation period, multiple journey steps, higher level of education/information to be provided to a customer -Say a loan campaign for “Car Loan up to 100% on-road funding” for a journey which needs the salesperson to verify critical documents One reason is the Category 1 folks, have a growth mindset where the priority is to capture the market share as quickly as possible and reap the benefits of scale. Hence each new campaign is seen as a revenue driver and should show an uptick in Sales numbers to prove its worth While Category 2 folks might be looking to optimize for the costs of their existing network while defending the market share profitably. Hence, each new campaign is seen as a cost and must prove its mettle on the COA benchmark Which one do your weekly review calls focus on :) Let me know in comments! Eg: Industry - (ROAS/COA) – Benchmark #performance #campaigns #growth #business

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‼️Looking for freelance content creators (particularly writers) who specialse in one or more of these domains from an Indian perspective: 1) MSME - manufacturing & services, with knowledge of sectors: #plastics #foodprocessing #pharmaceutical #engineering #textiles #printing #packaging 2) School, hospital management 3) MSME finance Mind you, this is ‘not’ for SEO but advisory in nature. Content production skiils will be an added advantage, but not mandatory 🤝 Open to #consultants or retired professionals as well looking for part time assignments. #contentcreation #freelance #MSME #Manufacturing #school

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Print Ads Just Got a (mixed) Reality Check, Once Again! Today's #TimesOfIndia had this ad by Dabur India Limited for its Chyawanprash brand. The campaign redefines engagement where you scan, discover and experience the magic of the brand via Mixed reality. In this era of skipping the ad after 5 seconds, such an #immersive experience makes the consumer engage with the brand and therefore stays with the consumer for a longer time This is not the first time such a concept has been executed, but definitely well done! 👍 #PrintAdInnovation #Marketing #Innovation #Advertising meets #Technology Flam #TOI

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🚀 Exciting News for Consumers! 🚀 The Advertising Standards Council of India (ASCI) has unveiled a groundbreaking new advertising policy aimed at enhancing transparency, honesty, and ethical standards across all media platforms. Here’s a quick look at what this means for consumers: 🔍 **Stricter Guidelines on Misleading Claims** 📢 **Enhanced Transparency in Influencer Marketing** ✅ **Regulation of Endorsements and Testimonials** 👧👦 **Children and Advertising** 🌐 **Digital Media Regulations** 📞 **Complaint Redressal Mechanism** ### Benefits for Consumers: - **Protection from Misleading Information**: Make informed decisions with accurate information. - **Transparency and Trust**: Distinguish between genuine opinions and paid promotions. - **Authenticity in Endorsements**: Trust endorsements reflecting true experiences. - **Child Safety and Ethical Marketing**: Protect young audiences from harmful influences. - **User-Friendly Digital Advertising**: Enjoy non-intrusive ads that respect privacy. - **Empowered Consumer Voice**: Take action against misleading ads with a streamlined complaint process. ASCI’s new policy is a significant leap towards a fairer, more transparent advertising environment. Consumers can now look forward to a marketplace where their interests are prioritised. 🌟 Fellow Marketeers, feel free to connect, comment, or DM for any further information required. #Advertising #ConsumerRights #Transparency #EthicalMarketing #ASCI #DigitalAdvertising #InfluencerMarketing #ConsumerProtection #Trust #Innovation

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This raises a few key questions: How can traditional media stay relevant as digital takes over? As rural markets grow, how can brands speak to them in an authentic way? How do brands balance quick digital wins with long-term brand value? The landscape is changing fast. How are we adapting to this transformation? #DigitalAdvertising #AdvertisingTrends #MarketingInnovation

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Hiring an agency is no easy feet especially when revenue generation is expected. Here, I have shared my thoughts on when is the right time to hire an agency in a series right upto - Shortlisting & Managing. Outdoing yourself in terms of time & knowledge should be the first step to consider hiring an external agency to help you generate better revenue. #hiring #performancemarketing #agency

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83% of B2B buyers in India trust video content from industry influencers: LinkedIn report. Linkedin's "The Business of Influence" study underscores the growing importance of video influencers in building brand credibility and awareness within the B2B space. https://lnkd.in/gjJUTp2E Sachin Sharma #e4m #B2BMarketing #InfluencerMarketing #VideoContent #LinkedIn

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If you spend - Rs. 2 crore in producing a video content. And Rs. 2 lakh in distributing that video content. ❌ Dont expect the content by itself to do some magic. Content distribution is #strategy + science + execution. Don’t expect #content by itself to automatically find distribution.

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Yesterday, got this opportunity to attend CMO Collective Event by Google here in Mumbai Here are a few key takeaways 1. AI is here to make life simpler and quicker for marketers. Creative personalization and adaptation that usually takes time can now be achieved with ease and much lesser time. More time for designers to think than to scramble for making so many adapts Copywriters can leverage AI to come up with performance oriented communication that enable marketers to quickly deploy, learn, discard and re-deploy 2. There is an ecosystem that helps build actionable plan to implement and adopt AI. Rajat Mathur is running GenAI catalyst progam to guide businesses 3. Digital Media buying is becoming much simpler with the help of AI by leveraging first party data and combining it with 3rd party insights. We marketers don't need to make assumptions and hunches anymore 4. The role of CMO is now expanding and growing bigger. Understanding of technology gives us a better edge and make much more informed decisions. What are your thoughts? Would like to know more about how you are using AI to make life simpler. Thanks Megna Shankaranarayanan for the invite. Look forward to adopt some of these for 5paisa It was nice meeting old colleagues/friends Jennifer Pandya Manish Dhamankar and cherishing good old memories Made new connections Ashish Mishra Suvarna Athavale . It was pleasure meeting you. Look forward to stay connected

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Will #Influencers eat into TV / Print advertising budget of Government? The recent social / digital media advertising policy guidelines by various state governments including the Uttar Pradesh and Karnataka have opened some discussion on various issues including the one on the impact of advertising revenues shift. Shared my view alongside Shudeep Majumdar with Imran Fazal for his story in Storyboard18. Digital media trends indicate that #GeneZ and #millennials are increasingly drawn to social, user-generated video content because it’s free, convenient, and personalised. The ability to endlessly scroll through algorithmically tailored content highlights the power of social media algorithms and the influence of content creators. Recognising this, governments, like businesses, are turning to social media to engage with citizens, disseminate information, and provide services more efficiently. As #socialmedia content, data, and platforms diversify, there is a growing need for both state regulations and self-regulation. In May 2021, the ASCI issued guidelines for #influencer #advertising after extensive consultations, ensuring that influencers, brands, and online content #creators understand their consumer obligations and the need for proper disclosures. Recent developments, such as Uttar Pradesh's Social Media Policy and Karnataka’s Digital Advertising Guidelines 2024, are part of a broader trend. In late 2023, India's Ministry of Information and Broadcasting approved the "Digital Advertisement Policy, 2023," empowering the Central Bureau of Communication to handle digital campaigns. These initiatives reflect a growing acceptance of influencers as legitimate media entities. To be empanelled, influencers must meet certain criteria, such as legal incorporation, having operational offices, valid GST registration, contracts with major digital platforms, and at least a year of operation. These regulations open new avenues for advertising, allowing influencers to promote government initiatives like traditional print, TV, and radio media. Influencers will take on various roles, from brand ambassadorships to content collaborations and event promotions. This shift is expected to redirect advertising budgets, with a notable increase in allocations to social media platforms. While TV still holds a significant share due to its higher rates, influencer-led platforms are rapidly gaining ground. Between 2019 and 2024, the Union government spent ₹967.46 crore on awareness campaigns through print media, with TV receiving 60% of the budget. Although government advertising spend typically increases during election years, it dropped significantly during the pandemic. This evolving landscape suggests a growing role for digital media, with influencer-driven platforms set to expand at a faster rate than traditional media. https://lnkd.in/gqhhB6jW

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