|
The
speakers opined on how marketers
can capitalise on the new technologies,
platforms and applications that
are on the verge of revolutionizing
the communications industry
- advertising, direct marketing
and interactive marketing in
the changing media landscape.
From
the Ogilvy family, OgilvyOne
India president Renuka Jaypal,
OgilvyOne Worldwide chairman
and CEO Brian Fetherstonhaugh,
OgilvyOne Asia Pacific president
Kent Wertime, OgilvyOne Asia
Pacific vice president, digital
and CEO group Media Kent Mandel,
Ogilvy & Mather CEO India
and South Asia John Goodman
and Ogilvy & Mather India
chairman and national creative
director Piyush Pandey were
present.
"In
the 21st century marketing industry,
the only constant is change.
We think the rate of change
is accelerating - largely because
of digital technologies and
the marketing possibilities
they open up. We see the future
of m marketing communications
as a world where digital technologies
are mainstream and digital marketing
is no longer new media, but
central to people's lives and
businesses everywhere, all around
the world," said Fetherstonhaugh.
Speaking
about interactive television,
Fetherstonhaugh pointed out
that the biggest form of interactive
television was the Pop Idol
franchisee. "Though this
can be termed as the early form
of interactive television, the
phenomenon is only going to
unfold further in the future.
The Idol property till date
has 33 versions in 85 countries
and has earned global revenues
of close to $ 1 billion. What's
more, it has seen four million
album sales and more than 200
million votes," he said.
Fetherstonhaugh
listed out the survival strategy
in this dynamic market:
- A
new way of thinking
- Become
a better story teller
- Become
a good brand parent
- Trust
- Put
your money where your consumer
is
The
areas to test and measure in
the digital space according
to Fetherstonhaugh are: E-marketing,
search marketing, mobile marketing,
adding interactivity to outdoor
and Point of Sale and mapping
out the customer's journey,
which will show the points which
can make a difference. "India
can play a very important role
in digital marketing because
of its great capability of story
telling, attractive cost structure
and openness," he concluded.
Wertime
pointed out the pluses of the
Asian market in the digital
space saying, "Asia has
the largest user base of Internet
users - 327 million, which comprises
34.2 per cent of the global
users. Secondly, Asia has the
high broadband and mobile penetration
in the world. Countries like
Korea and Japan have the most
advanced digital solutions and
there is huge scope for growth
of wireless especially in India,"
he said.
A
panel discussion titled 'Will
Internet do to TV, what TV did
to radio?' followed, which was
moderated by OgilvyOne's Mandel.
The panel comprised Hindustan
Lever Ltd executive director
new ventures and marketing services
Dalip Sehgal, Times Global Broadcasting
Co LTD CEO Sunil Lulla, Jasubhai
Digital Media president and
publishing director L Subramanyan
and MSN Asia Pacific regional
director sales Jonathan Baron.
The
consensus among the panel was
that television, radio and the
Internet would continue to grow
simultaneously without any of
them taking a major share of
the other. "The question
that whether television is going
to die or not is irrelevant.
The bigger question is how are
all the three media going to
come together. Convergence is
the bigger issue," said
Sehgal.
Lulla
stressed on the fact that there
was not much customised content
for the mobile or the internet.
"Television content, till
now, has only been repurposed
to suit the other delivery platforms.
There is a cohabitative relationship
between television, the Internet
and to some extent mobile too.
The aim should be to make them
complimentary to each other,"
he said.
MSN's
Baron added, "The world
is changing and is continuing
to change. We will see more
different types of devices in
consumers hands, which will
take control. How do you capture
consumer trust? We need a meaningful
connection where people are
bombarded with messages."
Sehgal
hit the nail on the head by
saying that if people are not
doing the right thing, then
the medium will die. "People
are hastening the demise of
the medium by poor content."
Concluding
the session, Mandel said, "Everything
will happen in India in their
own 'Indianised' way, which
will have its own unique solutions."
On a lighter note, Sehgal said,
"DVRs are not going to
happen in India because all
the television that we watch
in a day, at whatever time is
the same. They all begin with
a 'K'," he said.
The
second panel discussion titled
'Mobile marketing: interactive
or intrusive?' was moderated
by Wertime. The panel comprised
Hutchison Essar Telecom chief
marketing officer Navin Chopra,
ABN Amro product head and vice
president non-branch delivery
channels Upendra Namburi, Motorola
India director marketing Llyod
Mathias, Yahoo! India director
and country general manager
Neville Taraporewalla and ActiveMedia
Technology executive director
Raj Singh.
Most
of the speakers felt that mobile
marketing messages sent out
by various companies were indeed
intrusive. However, Chopra said
that Hutchison had a DND (Do
Not Disturb) feature, which
customers can sign in for and
be rest assured that they won't
be bombarded with marketing
messages on their mobile, which
they haven't subscribed for.
Taraporewalla
said, "Consumer is king
for us We need to be responsible
about it and when our consumers
access information, we have
been able to present the marketing
message to them in a way, which
is not intrusive to a very large
extent. Everyone wants to spam
users. We are extremely careful
about it because if it is not
executed properly, it can create
brand dissonance."
|
