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From target markets to moments, Twitter’s Parminder Singh at MELT 2015

Speaking at the festival, Singh highlighted the importance of converting offline expression to online engagement

Aanchal Kohli | Mumbai | May 25, 2015

Kyoorius Melt

Zee MindSpace, held as part of MELT 2015 on May 22, saw global experts like Sir Martin Sorrell (WPP), Tom Goodwin (Havas Media), Adam Ostrow (Mashable) and Joshua Black (GroupM), and Parminder Singh (Twitter), among others, sharing their insights.

Speaking at the festival, Parminder Singh, MD - South East Asia, India and MENA, Twitter, highlighted how the social networking service was enabling engagement for brands.

He informed that every two days Twitter witnessed billions of tweets, which offer tremendous opportunities for marketers to connect with their consumers. “Today we are in an era where it is important to convert offline expression to online engagement as offline and online have to go hand-in-hand. Brands need to understand how offline conversation can be taken to online experience.”

Singh further said that for brands it was important to target moments. Brands should know which moment resulted in the highest engagement, whether it was seasonal, sporting, cultural, and business and every day moments. He stressed upon the fact that these moments had seen Twitter interactions going up.

Elaborating further, he said, “Today, brands do not have target markets but moments. The world has gone beyond target markets, rather it is time for them to target these moments and enable conversations.”

Singh also said that brands needed to understand the share voice of relevant conversations. It is important to target relevant conversations and then involve, inform and inspire consumers. “Consumers love to be informed, involved and inspired with information and content,” he added.

Singh concluded by saying that today every market was seeing a big mobile explosion and added, “We have 8 billion connecting devices that are creating a huge change in the ecosystem.”

Meanwhile, Tomi T Ahonen, best-selling technology and media author, strategy consultant and motivational speaker, also engaged the audience with his interesting session on ‘Future of Marketing’. According to Ahonen, today marketing communications and the mobile strategies played a vital role for brands. “The mobile industry, which is just 3 to 5 years old, has grown so rapidly that it gives a strong competition to other old industries like radio, print, television and more,” he added.

Ahonen pointed out that 56 per cent of the consumers had today upgraded and shifted to smartphones. Adding further, he said, “The year 2014 saw 1.29 billion smart phones being sold, out of which 66 per cent were new handsets.” According to him, 2014 was the year of convergence as a lot of big industries started targeting mobile like banking, insurance, watch, camera, music, broadcast, telecom and more.

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