Audio tech firm Dolby not too long ago launched a marketing campaign with a view to introduce Indian audiences to the Dolby expertise, shining the highlight on bringing audio-visual experiences to life. “Dobly mein suna kya? Dekha kya?” is a marketing campaign that showcases the life-like high quality of the model’s audio-visual expertise, and it highlights the heightened experiences viewers have whereas consuming content material enhanced with Dobly’s audio-visual tech.
The firm’s company on file is Tonic Worldwide, which has creatively collaborated with the corporate and others like Sony and Xiaomi who assist to allow these applied sciences and experiences via their units. The movie was executed by Pipip Media showcasing completely different situations through which folks within the movie discover themselves bodily immersed within the content material they’re watching.
e4m spoke to Sameer Seth, Director-Marketing, Dolby India spoke in regards to the marketing campaign and the way the Indian viewers’s content material consumption has modified over the interval of time.
Speaking on the idea of the movie, Seth mentioned, “Technology enhances the supply expertise. Consumers want to improve the expertise even on the go when they’re even perhaps speaking on a PC in a video name. India is a mobile-first nation. We all eat loads of content material on our cell. To eat that leisure is available in the absolute best method and that is the place Dolby is available in. We unlock this energy of sight and sound to allow and ship spectacular or inspiring experiences that we do. And all of this is potential via a collaborative effort that we do with the ecosystem accomplice.”
Seth highlights that there is been a behavioural shift with shoppers spending extra time with content material. “Prioritizing on an enhanced expertise, that is one of the insights that we picked up within the new marketing campaign that we have launched,” he mentioned. This led to the central idea of the marketing campaign — that Dolby brings leisure to life.
The pandemic has led to adjustments within the sample of content material consumption, primarily as a result of it made obtainable a big selection of content material throughout platforms. An common person spends greater than 2.5 hours of their day scrolling via their cell units, through which 150 minutes are utilized in consuming on-line content material other than the AVOD/SVOD providers obtainable. And this is the main motive behind firms are leveraging on-line mediums to achieve their target market.
Seth defined, “The most essential perception that we noticed once we had been deliberating on the marketing campaign was the energetic shopper behaviour in phrases of on-line buy of units. There is an elevated quantity of key phrase searches by shoppers at the moment after they assume of a web-based buy however with the phrase Dolby equivalent to Dolby-enabled cellphone, Dolby-enabled TV, and Dolby-enabled soundbar. Those had been big search volumes.”
With this marketing campaign, the corporate goals to affect folks to look out for Dolby-enabled units which is able to give them an immersive expertise in whichever content material they’re participating themselves with. Seth mentioned, “There is content material on the market and also you wish to expertise it in the absolute best method. Go search for a tool that provides you that have. So there is a name to motion that is been forwarded and added right here now.”
But Dolby is not a consumer-owned product. Rather it is a expertise which helps digital units to assist their clients to have a seamless expertise. To attain the audiences successfully, the corporate wants a unique marketing technique — one that informs shoppers in regards to the Dobly tech and encourages them to go for a Dolby-enabled machine. To obtain this, Seth mentioned that the model banked closely on “collaborative marketing.”
He mentioned, “It’s an idea that helps co-create worth with like-minded accomplice manufacturers. As lengthy as you’ll be able to establish a typical objective round which all of the accomplice manufacturers can gravitate, a unifying thought. This software has helped us construct salience in a number of campaigns that we have achieved. What Co-marketing as an idea also can do, if used successfully, it might probably show you how to broaden your know viewers base. It can assist to extend engagement. Just think about the additive affect {that a} marketing campaign can get. If you may get collaborative partnerships, curated in with accomplice manufacturers, there are distinctive audiences you can attain which is past the model.”
When requested about whether or not the corporate makes use of the favored influencer marketing channel which these days has turn into an important half of each firm’s marketing technique, Seth mentioned that their biggest influencers are their accomplice firms like Sony, Samsung, Xiaomi and plenty of extra. However, additionally they go for micro-influencers as they’ve a extra impactful maintain over their followers.
Seth added that the model works on a restricted price range, an enormous half of which is spent on content-led video marketing. “I imply there’s loads of video story card and marketing stuff that we do each from a creation affect standpoint,” he mentioned.
Talking in regards to the media combine of the marketing campaign, Seth mentioned that digital is a serious half of the combo, although the marketing campaign will likely be run within the retail shops of the accomplice manufacturers.
When requested in regards to the challenges confronted by the corporate, Seth mentioned that creating consciousness and educating shoppers in regards to the expertise is a problem in addition to a chance for Dolby.
We additionally quizzed Seth about leaping into the Meta and AIML bandwagon. It’s not on the playing cards anytime quickly, however the firm will “absolutely experiment with one thing sooner or later,” he replied. This 12 months, Dolby’s focus will likely be on shopper content material consumption patterns and the way they’ll maximise the expertise for them.
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