Opportunities in content marketing are limitless, says Sam Balsara

Technology and content marketing are relatively newfangled in India and still at a nascent stage and opportunities are limitless, feels Sam Balsara, Managing Director, Madison World & Madison Communication.

“A right story, right content, right medium, right partner, right category, right time, right pricing, and right controls makes a successful model. The opportunities in content marketing are limitless. We have only seen a trailer in India,” Balsara said in his inaugural comments at the 4th CII Marketing & Brand Conclave held in Ahmedabad last week.

Also read: BestMediaInfo.com and CMS Asia announce Content Marketing Awards

Piruz Khambatta

Piruz Khambatta, Deputy Chairman – CII Western Region and CMD, Rasna Pvt Ltd, said, “Brand extensions are flourishing for a number of reasons. More and more companies today, realize that one of their most valuable assets is the brand and not just their tangible assets and has a multiplier effect on your valuation. A strong brand commands loyalty, emotions, preference and associative powers, which are hard to duplicate by the competition. The brand is the USP for many products today.”

The Conclave recognized the need for more and more of CSR money being spent on social cause marketing for Nation Building through the Areez Khambatta Trust supported “Best Campaign on Social Cause” trophy.

Many consumer product marketers believe that the brand has become more important than ever before and many a time, the only differentiator in many product categories. Brands with strong consumer connect, relevance and loyalty have been successfully extended into new product categories. But today, the scenario is changing, with more focus on other benefits that a carefully crafted content can deliver, apart from just royalty revenues.

“In the much-cluttered marketplace, where it is very expensive and time consuming to get brand recognition and brand affinity, many companies choose content creation and marketing to launch new products, by leveraging the power of existing strong brands,” Khambatta added.

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