Watch: Branded content and native advertising go hand in hand: Gurmit Singh, Yahoo India
Gurmit Singh, Former VP & MD, Yahoo India shares his thoughts on content marketing campaigns
An Initiative by Bloomberg Quint
The main purpose of content marketing is to increase the engagement with the consumer. Hence, the metrics like time spent is the key performance indicator for a good content marketing campaign.
Gurmit Singh, Former VP & MD, Yahoo India, in a conversation with exchange4media, shares his thoughts on content marketing campaigns, and why native advertising and branded content go hand in hand.
Excerpts:
What according to you are the key performance indicators for content marketing campaign?
According to me, the main purpose of content marketing is increasing engagement. Therefore engagement metrics like time spent, how much people read in terms of viewing time etc. is the most important metrics for the branded content.
Content marketing can help reduce your overall marketing costs. Do you agree?
I completely agree that content marketing helps reduce overall cost because it is much more engaging than advertising, therefore, the ROI is much better.
Native advertising and how brands capitalise on it?
Native advertising means the marketing rest within the content so native advertising can be used to drive native content. More and more users can be driven through native advertising and it can happen through various platforms and need not be the platform on which branded content exist. So branded content and native advertising go hand in hand and can enhance each others value.
Is traditional content marketing being left out in the digital push?
On the contrary, I think brand marketing is where digital started off but as we go along more and more creative formats in content marketing are evolving. Especially on digital, we see a lot of players now coming into that and space is getting more exciting.
The main purpose of content marketing is to increase the engagement with the consumer. Hence, the metrics like time spent is the key performance indicator for a good content marketing campaign.
Gurmit Singh, Former VP & MD, Yahoo India, in a conversation with exchange4media, shares his thoughts on content marketing campaigns, and why native advertising and branded content go hand in hand.
Excerpts:
What according to you are the key performance indicators for content marketing campaign?
According to me, the main purpose of content marketing is increasing engagement. Therefore engagement metrics like time spent, how much people read in terms of viewing time etc. is the most important metrics for the branded content.
Content marketing can help reduce your overall marketing costs. Do you agree?
I completely agree that content marketing helps reduce overall cost because it is much more engaging than advertising, therefore, the ROI is much better.
Native advertising and how brands capitalise on it?
Native advertising means the marketing rest within the content so native advertising can be used to drive native content. More and more users can be driven through native advertising and it can happen through various platforms and need not be the platform on which branded content exist. So branded content and native advertising go hand in hand and can enhance each others value.
Is traditional content marketing being left out in the digital push?
On the contrary, I think brand marketing is where digital started off but as we go along more and more creative formats in content marketing are evolving. Especially on digital, we see a lot of players now coming into that and space is getting more exciting.
