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Contributors

Writers

Susan Joseph

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Susan is an independent digital communications and user experience strategist. She helps companies discover their brand voice and grow their business.

Shubharthi Ghosh

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Shubharthi is currently part of the strategic marketing team at Regalix. His expertise mainly lies in the account-based marketing and programmatic advertising space.

Priscilla Thomas

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Priscilla is a content writer who has worked for Infosys Technologies and other technology startups in India and abroad.

Moulishree Srivastava

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Moulishree is a freelance journalist with over 7 years of experience, she writes research-based analytical stories on technology and business.

Avanish Tiwary

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Avanish is a Bangalore-based journalist who writes on business with a specific focus on technology companies.

Priyanka Bhatacharya

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Priyanka has covered every aspect of the IT industry as a tech journalist since its early days. She is now an independent writer, working on subjects like digital marketing, enterprise technology and high-performance computing, among others. 

S.Sahu

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A freelance content writer, S. Sahu was the former editor of TCS's house magazine at Tata Consultancy Services. He developed tech marketing collateral for the company and helped compile and edit books and journal articles on TCS's technology innovations. He also ghostwrites print and online publications. 

Prajwala Hegde

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Prajwala is a Bangalore-based freelance journalist who writes on social issues, stories of human interest, and art and culture, among others. 

Rajesh Nanarpuzha

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Rajesh Nanarpuzha is an Assistant Professor of Marketing at IIM Udaipur. Previously, he has worked as a brand manager in Dabur, and as a business consultant in the retail and consumer goods domains at Cognizant and Tata Consultancy Services. Rajesh has an MBA from IIM Indore and a doctorate in marketing from IIM Ahmedabad.

Designer

Priyokumar Singh Naorem

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He is a passionate UI & UX designer who thrives on creating engaging creative solutions.

Artists

Dyuti Mittal

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A freelance illustrator, artist, graphic novelist and designer. She has designed and illustrated several book covers. Her personal illustrations so far have attempted to seize the fleeting absurdity and mood of places, things and people she encounters in a childlike, intuitive and expressive manner with closure, beauty and innocence – the things that she desires.

Sumakshi Singh

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She is an artist and an educator who has taught and lectured at The School of the Art Institute of Chicago, Oxford University, the Victoria and Albert Museum among other institutions. Her installations, paintings, thread work and sculptures have been exhibited in Saatchi Gallery - London, C24 Gallery - New York, and Museum of Contemporary Art – Lyon, among other notable galleries and museums from around the world.

Parul Gupta

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A commerce graduate from Delhi University, Parul pursued a masters in fine arts from Nottingham Trent University in the UK. As an artist, she is interested in line as a subject which has led her to follow architectural lines in built environments. She says she is also interested in how we perceive the environment that we inhabit and what happens when a subtle shift is made in things which we have been used to seeing in a certain way. We present six of her artworks here.

Shweta Malhotra

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Shweta Malhotra is a graphic artist and designer from Mumbai, based in New Delhi.
After working with ad agencies and design studios for close to 8 years, she branched out on her own and currently works independently.s Her overall design aesthetic is minimal, bold and graphic, a response to the maximalist visual language prevalent in India.

Rithika Merchant

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Rithika Merchant (b.1986) received her Bachelor’s Degree in Fine Arts from Parsons the New School for Design, New York in 2008. She has exhibited extensively since her graduation. Recent exhibitions include a duo show “Reliquaries: The Remembered Self” at TARQ, Mumbai; “Language of the Birds: Occult and Art” at 80WSE Gallery, New York; and group shows at Summerhall, Edinburgh and Artry Gallery, Kochi. Her work has been included in multiple group shows at Stephen Romano Gallery and The Morbid Anatomy Museum, New York. Born in Mumbai, she now divides her time between Mumbai and Barcelona.

Aniruddh Mehta

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Aniruddh Mehta is an artist based out of Mumbai, India. Trained in graphic design from the London College of Communications, Aniruddh is a self-taught illustrator and currently works as an independent freelance designer. He believes in finding the right balance between art and graphic design. He has worked closely in collaboration with Bhavishyavani Future Soundz, Qilla Records, Taxi Fabric, Adidas, Dell and United Colours of Benetton. He also goes by the moniker, ‘thebigfatminimalist’ and his style ranges from bold minimal forms to more intricate pieces exploring patterns and geometry.

Paramesh Jolad

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Paramesh is an artist who enjoys working in both the realistic and abstract style of painting. He loves working with water color. Featured in this issue are a set of water color works that he has created exclusively for us on the subject of digital transformation.

Chandrashekhar Thakur

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Based in Mumbai, Chandrashekhar Thakur is a Senior Art Director and Illustrator at Truebil.com and the Founder of HAPPiNESS For You. He loves working with new styles of art and considers illustration to be his forte. Chandrashekhar has completed his BFA from DY Patil College of Applied Art.

Concept and Direction

Nimish Vohra

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Head of marketing at Regalix, Nimish drives research in emerging technologies and customer experience, and takes a keen interest in creative arts.

Enquiry

+91 9560509289

aishani.majumdar@regalix-inc.com

Know when a new article is published

As B2B marketing professionals have started trying out digital videos to reach their customers, a few startups have started partnering with them to help them in their pursuit. Headquartered in Tokyo, Videogram helps people discover, engage, and share their favorite videos by providing, at a glance, all the important scenes from those videos. Videogram is patented worldwide.

Co-Founder of Videogram, Rahul Golecha talked to Digital CMO Digest about how marketers can use videos as a tool to reach their customers.

 

 Interviewed by Avanish Tiwary

 


/ / How has video marketing evolved?

At a time when click bait stuff has become prevalent, finding the right video is important and there is no innovation around that.

What Videogram does is, rather than just showing the whole video it also splits the video into multiple scenes. We show those split scenes in an interactive collage form. The small clips give the viewer a summary of the whole video, after which they can decide if that’s the video they wish to watch.

In many cases, viewers just want to watch a particular section of the video and it's usually difficult to find that in the whole video. But when we break a video into collage form, viewers know which clip consists of what scenes and start the video from that point on. It helps viewers save time and bandwidth both.

It helps publishers as well. A lot of times when a movie trailer comes out, people create copies of either the trailer or just the poster and share the same thing with a different video embedded in it and when users click on it they realize it's the wrong video. That affects the publisher’s original videos and creates negative sentiment in the minds of viewers.

/ / So it’s a B2B2C model?

Publishers are using it but eventually, the interface is going down to the consumer level. Our split video feature with multiple thumbnails of the same video is a new tool for publishers because one of the thumbnails could display an advertisement or a tie-up with some brand. So even if people are not clicking on the video, we are making money out of the display ad without increasing the real estate.

/ / Since we are showing multiple thumbnails and frames, the click rate increases as someone might be interested in one of those multiple frames.

There is a frame of Shahrukh Khan and another of Katrina Kaif; one group of people will click on Khan’s thumbnail and the other set on Kaif’s thumbnail video clip. The existing revenue on these networks also increases.

/ / How are companies looking at exploiting videos as a content marketing tool?

A lot of companies are using video marketing to promote their products. Videos are something that drives traction and keeps the user engaged for a certain amount of time. It’s a new trend in the market and a lot of companies don’t know how to make the most out of it. At times, they create a whole stack of videos and then slowly figure out how those videos have performed. That results in a waste of time and resource.

/ / How long has the video usage been going on as a marketing tool?

Even though videos were there for the corporate marketing teams to make use of, I would say in the last two to three years it has picked up a lot. What has happened is that blogging websites and social media websites have grown a lot on the back of interactive videos.

Most of these platforms such as Scoop Whoop, Story Pick, etc. have started including videos as they feel if people are coming to their websites they would like to know the story through a video.

/ / What is the new strategy that these companies have adopted?

The ultimate goal is to make the video viral or at least make it trend so it reaches the maximum number of audiences. And for that to happen, they try to find out the apt distribution channel. The negative aspect of making videos viral is trying click-bait videos that are kind of ruining the support system.

Distribution is the main innovation point here apart from trying to figure out which analytics tools to come up with. A few companies have started doing gamification in the videos.

/ / Has the budget gone up for video marketing?

As things are moving toward digital platforms, it would surely increase.

Soon a time will come when digital video usage in B2B and B2C marketing will be at a comparable state.

Digital video campaigns also help the company find out if a particular campaign or style has got the desired number of buyers or viewers—something that is lacking in TV ads. Analytics is very important as it helps marketers change and tweak their next video content.

/ / Are companies aware of the issue that many a time consumers find the videos too long?

This is one of the biggest problems in long-form videos such as a cricket match. If you upload a 3 hours long T20 match not many people would watch the whole match. That is why we split videos in multiple screens based on the content and USP of that clip

/ / How big is the issue of bandwidth and patchy connection?

Yes, that is a concern for everyone who is related to the creation and consumption of videos. Publishers are worried whether the video will buffer in small towns or not. The audience is everywhere. The solution as of now is that publishers seeing the viewer's connection change the quality of the video. But that is not a permanent solution. People have not gone beyond that on how to solve the issue of bandwidth.