Changes in the information dissemination mode
India’s rapid growth over the past decade has caught the world’s attention, Today, India has the fastest annual GDP growth rate in the world. As the global economy slows, the slogan “World Slow, India Grow” makes people surprised about the rapid development of India. We believe that in the next decade, India will enter a new golden age of development, more different driving forces for consumption will emerge, forming new consumer market structures. In such a new era, the trend of brand communication will inevitably change.
Brand communication refers to the communication of brand concepts and information to consumer terminals through different ways of information communication to occupy the minds of consumers. The ultimate goal is to increase consumers’ cognition and identity of the brand, so as to influence the consumption behavior.
The changes in the methods of information disseminate in India over the past decade are clear. Traditional media, such as television and print media, are losing market share, while the emerging digital media are gaining market share. According to Group M’s 2019 estimated AD spending report, emerging media such as digital media and cinema media are increasing by 25% to 30%.
The essence of this change in information dissemination mode is that people tend to be more active in the struggle between active and passive access to information. According to statistics, Indians now spend five hours a day checking their mobile phones, and they are all reading content and rarely watching advertisements. It is a big trend that people are very concerned about international developments, sports events, and cultural trends, but often just ignore commercial advertisements. This is a big trend right now. As a result, it is more difficult for advertising to spread. Therefore, how to cope with changes and seek growth in the new era and the new situation has become a difficult problem for us to think about.
Combine social media and life-oriented media to occupy the minds of consumers
The answer is to combine social media and life-oriented media. With the powerful combination，carrying out saturated attacks at the right time, from the point, line and plane of all dimensions to occupy the consumers’ minds. Only in this way can we lead the new era and make our brand hot.
In the current era centered on social media, a large proportion of people spend more than 70% of their time on social media every day. And how to get the attention of social groups on the Internet with redundant information, the most important point is to chase the hot major social events and topics. The combination of their own brand stories and social topics can arouse people’s emotional resonance. In the meanwhile，combining with the life-oriented media, positioning accurate crowd, so as to turn into more sales.
Of course, social media also has its disadvantages, such as the number of views and clicks is only seemingly high. On the Internet, it is common to see millions or ten million clicks on an advertisement or link， however，the truth is that offline or around us most people still haven’t seen the advertisement or can’t make any impressions. At the same time, giving consumers too many choices also is one of the disadvantages of social media in the advertising industry，many advertising contents can be ignored by paying for a membership and other ways. After all, people pursue more contents on the Internet, and correspondingly, people’s memories are occupied by more abundant and interesting contents，rather than boring advertisements.
In contrast, life-oriented media has a different solution. Billion Media belongs to the typical life-oriented Media, its characteristic is to occupy a unique living space, elevators. In such a dull life and closed space, human’s attention has nowhere to place，and human’s instinct is afraid of letting their brain be blank，they are always finding something to fill in. At this time, the advertisement becomes the content to solve the boredom and fill the brain. The elevator waiting area and inside of the elevator are narrow and closed with very low interference. People’s concentration is relatively high, coupled with repeated repetition, it will be easier to form memories in people’s minds.
Meanwhile, compared with the Internet, Billion Media does not provide consumers with other content choices. In this passive living space, we put advertisements on the necessary path of the consumer’s life，making them as the only choice at the same time and same place. If you look at it 4-6 times a day, you’ll see it 30-40 times a week. If people see it more often, the advertisement will enter the consumer’s mind and form a stronger memory.
In a word, letting consumers have no choice is the best choice for the brand, and will be the only choice in the future. The ultimate value of this media channel is determined by whether it can attract consumer’s attention in the flying advertisements and make them form the memory points.