“There is a change in the way consumers access brands”

In an ever-changing world of consumer choice and innovative marketing strategies, top industry leaders have gathered for the e4m TechManch conference to discuss the use of new technologies and the metaverse for brand promotions.

Kaushik Mukherjee, co-founder and COO of SUGAR Cosmetics, discussed how consumer engagement has changed dramatically and how brands are changing their strategies to connect a consumer.

“SUGAR has always been referred to as a D2C brand, but few people know that 55% of our revenue comes from retail. For us, all touchpoints are important, but we have changed the position that being a D2C brand is not important, but being a big brand is important.

Describing how SUGAR Cosmetics engages in two-way communication with consumers, Mukherjee said, “Consumers today are more engaged in consuming shorter format videos. There is a change in how consumers access brands and likewise there is a change in how our consumers are influenced. »

Talking about how brands have taken more to social media to promote their brands, Mukherjee said, “When social media platforms exploded, brands turned to social media influencers. Today, what is a niche product has become a big brand. Highlighting the importance of short-form content and how brands today are focusing on onboarding influencers to reach the masses, he added, “We know there are multiple platforms that have evolved over time. time, YouTube is great for longer video formats. where a brand can take time and educate the consumer about the product or brand.

“We constantly talked about several different platforms that brand communication is based on. These strategies have allowed us to obtain a large number of interactions on our platforms. Currently, we get more than 410 million interactions on different social media platforms. We continue to track our social media platforms to understand user behavior and their likes and dislikes for a brand. New age brands have learned very well how to do this to make it more engaging and entertaining.

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