Branded content offers flexibility, uses storytelling and the narrative’s power to align prospects to brand proposition
Puretech Digital, the Mumbai-based, award-winning, full-service independent digital marketing recently expanded its offerings and launched its new branded content vertical RevUp. This vertical will offer custom solutions that empower brands to build and sustain audiences over prolonged periods of time. Here is a quick chat with the CEO of Puretech Digital, Prashant Deorah on the journey of the company and the idea behind RevUp.
You have been associated with Puretech Digital for a while, can you take us through your journey?
The journey has been nothing short of enriching and fulfilling. When we started the agency, I would not have imagined what it would hold for us a decade later. I had the privilege of meeting some fabulous people and doing great work with many world-class brands. There was a lesson to learn on a regular basis, and that continues even today. The focus has always been more on our direction and growth trajectory than speed in this journey.
You recently ventured into brand content services with the launch of RevUp, can you tell me a bit about that?
RevUp has been launched with the goal of showcasing the agency’s excellence in Creative and Brand Communication in addition to our performance marketing services. This vertical builds effective brand communication that resonates with its key audiences and evokes conversations and meaningful engagement. The team has been working right from conceptualization to the production and dissemination of content. With RevUp, we aim to showcase the creative expertise that Puretech Digital holds, along with our deep expertise in the performance marketing domain. The team is all set to exhibit outstanding projects and works in the creative and branded content space while empowering brands to scale their audience connections and achieve their ROI. The vertical has worked with leading brands like Calvin Klein eyewear, Vijay Sales, HT Media, Times Group, Bank of Baroda, HDFC Bank, Mirae Asset, etc., to name a few.
How have brands used branded content/content marketing in the past few years, and how has branded content evolved? Are brands using content marketing in their overall digital strategy more now?
Branded content uses storytelling and the narrative’s power to align prospects to brand proposition. It creates a pre-disposition of the brand attributes that can transform into consideration, conversion, and purchase. Unlike an ad, it has the potential for sharing and going viral. Essentially, branded content works to increase awareness and create strong consideration. The simple rule of thumb is that the more awareness and pre-disposition you create at the top end of the funnel, the greater the proportion of conversion you achieve. With coherent and structured communication, branded content is highly effective in enlarging the sales funnel and delivering more conversions as well as loyalty & advocacy. It delivers clear and tangible benefits to the user in terms of information, entertainment, and engagement.
If so, how are brands using content marketing in their digital strategy?
Branded content offers flexibility as it can be based on multiple media like podcasts, short films, video games, social media, events etc.
How can new-age technology, like AI, ML etc., be merged with branded content?
Technology is a game-changer that stands true for its integration with branded content. Automated processes, Data Processing and Reporting, enhanced creativity, personalization, and accuracy in targeting with the right connection are some of the many ways in which new-age technology can be merged with branded content.
What is the roadmap ahead for Puretech Digital and the company’s future plans?
A few things that have our focus for now are –
- Marketing automation
- MarTech
- Data Science
