Right mix of marketing through conventional & new-age media

Media consumption habits show that online content consumption has increased by a startling 100 percent in just over a decade; however, the attention span has fallen from 12 seconds to eight seconds. Consistency and mode of media delivery have become important criteria for delivery of brand message, say Vanessa Pandita and Neha Shaw of Alcobrew Distilleries India Pvt. Ltd.

Since the liquor business in India operates in a dark market, communication with consumers becomes a lot more difficult as compared to other fast-moving consumer goods (FMCGs). Traditionally, in India, liquor brands have used surrogates like music CDs and soda to communicate with the audience and here the choice of media has been restricted to conventional outlets like radio, television, outdoor, retail signages and Point of Sales Material (POSM).

However, with the advent of the millennial consumers, the liquor business in India has witnessed a change in media selection, points out Vanessa Pandita, from Alcobrew Distilleries India Pvt. Ltd., makers of Golfer’s Shot, White & Blue and White Hills whiskies. This is the space where digital media has gained importance. “Due to ease of access to digital media and high duration of time spent on it by consumers, it has better reach and efficiency,” chips in Neha Shaw, another member in the Alcobrew team. “In addition to this, it is easier to target relevant audience with personalised messages as well as geo-targeting tools; all these factors lead to better reach, impressions and engagement levels,” adds Vanessa. “Consequently, we need to look at a mix of marketing through conventional and new-age media for our brands. Especially, in the case of premium brands, we believe that new-age media is more relevant,” opines Neha. She says they would like to retain focus on establishing young and contemporary brand perceptions using youth-oriented media and marketing plans. This is where digital media platforms like Facebook, Instagram and YouTube assume significance.

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