MAM

IAMAI talks digital

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/05/10/iamai-logo01.jpg?itok=ag6FEv-W

MUMBAI: It’s time to take conversations on digital to the next level believes CMOs. At the 10th marketing conclave hosted by Internet & Mobile Association of India (IAMAI) the point of discussions revolved around how brands are and should revise digital business and promotional strategies.

While it is understood that for brands today ‘digital’ is a must have platform in its media mix; marketers are willing to go beyond the traditional line of communication. It is interesting to note how CMOs are thinking digital to push business as not just another medium of promotion, but are now ready to revise digital strategies too.

Today, traditional advertisements are created thinking whether or not it would be shared online. Word-of-mouth now happens more on digital platforms like social and mobile.

According to Taj Group’s director internet marketing Namrita Sehgal, the change will begin when marketers start thinking digital. “Humanising communication and offering personalised experiences is what brands need to start doing on digital. Consumers should be spoilt for choices because today there are multiple windows to cater to.”

There will always be price parity and someone will always give you that extra per cent off believes Pinstrom founder Mahesh Murthy.

Different brand categories have different needs to take care of on digital but the bottom line of every move needs to revolve around the engagement factor. Vodafone Group head- marketing Vodafone Solutions- Emerging Markets advices, “Brands shouldn’t shy away from the changing dynamics of communication.”

MoneyControl.com chief operating officer Rubeena Singh thinks this challenge comes from the ever changing consumer need. Brands need to start looking at integration with more seriousness; if the plan is to make a mark. Valuefirst chief executive officer, Vishwadeep Bajaj is of the opinion that the need of the hour is to make content contextual. On the other hand, Puma India’s head-marketing Isaac John, thinks that brands should focus on putting across content to the point and not bombard them. “The art of storytelling needs to be crafted well if brands want to make a mark on digital too,” added John.

For Sehgal, spotting loyal consumers and building communities on digital media is on his to-do list for the days to come. Singh too believes that content marketing is the way to go. Marketers have started looking at roping in the right talent to enhance digital business and communication. It can also be observed that SMEs are getting it right on digital. For these scale of businesses digital has been like a game changer. Mass brands are impressed by the way these small businesses are hitting the right cord on digital.

To create digital first strategies, brands over time have also transformed themselves to suit the current screen to screen era. McDonalds director marketing & PR Rameet Arora emphasises on the point that today a customer wants everything with just one click of a mouse. “For instance, if a person wants to know how many calories does a type of burger has, we at McDonalds have to give him that. Brands have to make sure that all the criteria’s of a customer’s needs are fulfilled.”

The CMOs feel that the digital model has helped smaller brands to compete and grow as well. Marketing Unplugged CEO Suman Srivastava pointed out the Zomato model.

MTV India digital head Ekalavya Bhattacharya went on say that the need today is not only to get a viewer on board but to also know his/her preference and work according to that so he/she comes to the medium again and again. “If a person listens to a particular kind of a song say on the website or on our app then we should be equipped enough to know that he/she needs to be contacted when say a musician of his/her choice plays in the city.”

An idealist thought indeed.

It is impressive to see how serious marketers are towards digital. For marketers the road ahead on digital looks easy to discover because the communication has definitely gone to the next level. The only thing that might come as a hurdle is the challenge to decode big data smartly and get focused. 

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/sanjiv.jpg?itok=rlBR5IMv
Marquees 2017: Ad club appoints HUL's Sanjiv Mehta as jury chair

Hindustan Unilever Limited CEO and MD Sanjiv Mehta will be chairing the jury for the Marquees awards in its debut year. The Advertising Club had announced the differentiated ‘Marquees 2017’ at Goafest in April.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/Monty%20Singh.jpg?itok=ULoJAvJ9
Gartner ranks Genpact as 'visionary' for workplace services

NEW DELHI: Global professional services firm focused on delivering digital transformation for clients Genpact has been named by Gartner as a Visionary in its January 2017 Magic Quadrant for Managed Workplace Services (MWS), North America report. Gartner also recognized Genpact across three use MWS...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/brokerage.jpg?itok=pakZvrX4
Anuj Puri rebrands JLL's residential brokerage biz

MUMBAI: Anuj Puri, former chairman & country head of international property consultancy JLL India, has announced the launch of Anarock Property Consultants, essentially rebranding JLL's erstwhile residential brokerage business which he acquired earlier this year. Simultaneously, Puri announced...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/inside%20%284%29.jpg?itok=QpDkWfv2
Top 10 television advertisers during first 24 weeks of 2017

BENGALURU: Hindustan Unilever Limited (HUL), Reckitt Benckiser (India) Ltd (RBIL) and Baba Ramdev’sPatanjaliAyurved Ltd (Patanjali) were the three top advertisers that have been present in all the 24 weekly lists of Broadcast Audience Research Council of India (BARC). All the three players are...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Anupam-Vasudev.jpg?itok=aYdMK55L
Aircel lucky customers to get up to 20 times more recharge value

MUMBAI: Tapping the increasing trend of customers choosing to recharge their phones online or through apps, Aircel, one of the leading innovative telecom brands in India, has launched an incredible talk time offer for its customers today. The offer provides an opportunity to a customer to win 20...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Subroto_Geed-Vishal_Maheshwari.jpg?itok=s-rLjZLV
McDowell's soda brings Viu's Daggubati show on Gemini TV

MUMBAI: Friendship and brotherhood is the support system that sees millennials through moments of self-doubt and obstacles and is truly responsible for shaping them. McDowell’s No.1 Luxury Soda by United Spirits Limited – a Diageo Group Company is now bringing alive such friendships of well-known...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Untitled-1.jpg?itok=t1NTJ2FS
Viacom18 working with MCGM to instal art-inspired mobile toilets

MUMBAI: In a bid to support the Municipal Corporation of Greater Mumbai (MCGM) make Mumbai open defecation-free, Viacom18 has flagged off the second phase of its Chakachak Mumbai campaign in Bandra. As a part of this initiative, aesthetically designed mobile community toilets are being used as...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/tubelight.jpg?itok=JCsfNalw
UC News to promote ‘Tubelight’, partners SK Films

UC News, a part of Alibaba Mobile Business Group, with over 100 million monthly active users in India and Indonesia, has partnered with SK Films to promote the most awaited movie of the year - Tubelight.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/22/Roda%20Mehta.jpg?itok=qX60_49A
AAAI honours senior media planner Roda Mehta

MUMBAI: The Advertising Agencies Association of India (AAAI) has announced that the recipient of this year’s AAAI Lifetime Achievement Award is Roda Mehta. AAAI Award is the highest honour given to an individual in India for his/her outstanding contribution to the Advertising Industry. The AAAI...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories