Marketers today are gung-ho about branded content because it leads to great results, says Rubeena Singh, CEO at iProspect, which represents 160 brands in India as part of the Dentsu Aegis umbrella of agencies.
Content marketing, she believes, offers brands the chance to humanise themselves and make themselves relevant to consumers on a personal level in India.
She was speaking at the India Affiliate Summit 2017 held in New Delhi, organised by the IAMAI (Internet And Mobile Association of India).
Make content relevant to consumers' needs
Singh began her presentation by sharing her own experience in order to highlight the...