Post-pandemic, brands need to be more empathetic & authentic: Dhruv Abrol

The Voice Authority is a full-service agency specialising in producing Ad Films, Shows & LPS, Line Production, and Studio Partnerships, providing services such as TVA Talent Social Commerce: Influencer Marketing, Social Commerce, Live Commerce, Talent Management. It also offers TVA Marketing: Strategy Consulting, Social Media, Performance Marketing & Design.

The company offers vision, expertise, and measurable outcomes for successful projects in advertising, marketing, strategy, commerce content, strategy, and partnership for D2C businesses and e-commerce. It has independently retained brands which include Flipkart, Myntra, Zivame, House of Pataudi, Trell, FCUK, Damensch, Stylabs, Beautiful Homes (Asian Paints), Vilasa, Missguided UK, and others.

In conversation with Adgully, Dhruv Abrol, Founder & CEO, The Voice Authority, speaks about TVA’s vision in the post-pandemic period, the power of influencer marketing, marketing strategies for start-up brands, creativity in the new normal, and more. He said: “Post-pandemic, brands have had to be more empathetic and authentic. There's a heightened emphasis on brand purpose and values, along with an increased need for personalized and engaging digital experiences.” Excerpts -

How has The Voice Authority’s (TVA) vision changed over the years, especially after the pandemic?

TVA’s vision has continually evolved to stay ahead of market trends. The COVID-19 pandemic significantly accelerated our digital transition, aligning with our goal to be the foremost solution for brands aiming to make a real impact in an increasingly digital world. Our motto became “Adapt, Innovate, and Overcome”, encouraging us to develop new strategies to better meet our clients’ needs in this new normal.

The advertising industry has experienced a significant transformation due to influencer marketing. What do you think has been the impact of this and how are the consumers accepting this?

Influencer marketing has had a profound impact on the advertising industry, driving a shift from traditional media to a more personal, authentic form of communication. Consumers seem to appreciate this trend as it enables a more organic interaction with brands. A study from Nielsen found that 92% of consumers trust peer recommendations over traditional ads, underlining the power of influencer marketing.

What, according to you, are some efficient marketing strategies and approaches that start-up brands can undertake? How is the advertising by start-up brands different from those of well-established companies?

For start-ups, I would recommend:

Leveraging social media and influencers to build brand awareness
Using SEO and content marketing to drive organic growth
Implementing targeted ads for a specific audience
Utilising email marketing to nurture relationships
Engaging in partnerships or collaborations to expand reach
Prioritising customer experience to build loyalty.

Unlike established brands, start-ups typically focus more on awareness and customer acquisition strategies, as they are still establishing their customer base.

How have brands reinvented their marketing strategies, especially after the pandemic? What has changed in the last two years?

Post-pandemic, brands have had to be more empathetic and authentic. There’s a heightened emphasis on brand purpose and values, along with an increased need for personalised and engaging digital experiences. In the last two years, brands have had to pivot quickly, incorporating e-commerce, virtual events, and interactive online content to stay connected with their audience.

What role will influencer marketing play in the next few years in the advertising and marketing landscape?

Influencer marketing will continue to grow in importance, serving as a bridge between brands and consumers in a way traditional marketing methods can’t. I anticipate more integration of influencers in creative content, live streams, and even product development, giving a more personal touch to brand campaigns.

What are the five steps of developing a Content Marketing Plan that generates real-world business results and maximum revenue?

The steps for developing a high-impact content marketing plan include:

Defining your goals and KPIs
Identifying your target audience
Creating a content strategy that aligns with your brand’s vision and your audience’s interests
Distributing and promoting the content through appropriate channels
Continuously measuring and optimising the results.

What are the ways and methods to increase marketing and sales productivity?

To increase marketing and sales productivity, it is essential to have well-defined processes, regular team training, effective communication, and the right set of tools to automate tasks. Data-driven decision-making also plays a crucial role in increasing productivity.

Which marketing strategy has been working the best for brands?

I believe a holistic approach is currently the most effective, one that incorporates traditional advertising, social media, influencer marketing, SEO, content marketing, and experiential marketing. It depends on the brand, its audience, and the industry it operates in, but a well-rounded, multi-channel strategy is proving to be most effective.

Are brands spending more on ads or social media marketing?

Brands are diversifying their spending more than ever before. Traditional ads still have their place, but social media marketing is gaining prominence. Factors like the ability to directly engage with consumers, measure impact more accurately, and achieve better targeting have led many brands to invest significantly in social media.

How are brands keeping the creative ideation process alive?

Creativity is being kept alive by embracing new technologies and platforms, fostering a culture of innovation, and incorporating diverse perspectives. Brands are harnessing platforms like Instagram and YouTube to unleash creativity, while maintaining regular brainstorming sessions and encouraging innovative thinking across the organisation.