MAM

PromaxBDA 2011: Making marketing work on digital mediums

MUMBAI: Television is the best form to create demands and Web to fulfill them, making the combination a multi-billion dollar industry.


These were the words of Cimarron Digital (the digital marketing and interactive division of The Cimarron Group) SVP Jon Simon, who was speaking at PromaxBDA on ‘Digital -- The Next Big Thing‘.


While creating a digital campaign, Simon said, one needs to keep the following things in perspective: narrowcast -- targeting a specific group and narrowing down the approach as much as possible; integrate -- integrating all the digital mediums,such as Facebook, Twitter, tablets and gaming.


As digital marketers one needs to continue innovating and the tactics shouldn‘t be just about interactivity with the consumer but also hyper-interactivity. 
 
Talking about the success of the movie, The Twilight Saga: New Moon, Simon demonstrated how an effective digital marketing can directly impact movie‘s box office performance. The movie already had 5.5 million fans on Facebook, 275,000 Twitter followers, 58 million video views on YouTube and a total of 152 million trailer views across mediums.


These numbers in the virtual world resulted in the second biggest opening at the box office for any movie ever.


Speaking with Indiantelevision.com Simon said, "House-wives and teen girls are the greatest fan of Twilight book and movies. Besides them, we went after the book readers and they did the rest of our job."


At the conference, Simon laid down the latest digital trends: apps, interactive TV, 3D, tablets, digital advertising, gaming and transmedia and cross-platform He mentioned, "Transmedia is a new term and not very easy to define. It can be something, which is a brand communication, but not in the form of ad."


Moreover, this year 23 3D movies were released in Hollywood, which is more than double that of last year. 
 
Simon also mentioned the five principals essential for a digital marketer: digital mission, planning, create, innovate and engage. "To start anything new, one need to have a digital mission; planning is very important, because you don‘t want to mix-up your message and the brand value should be kept in mind. Engaging is very important: it is not just important to engage the audience but also to make them come back for more", he elaborated.


On understanding social media, Simon noted, "The strategy is to understand the fans and we can do that by marketing intelligence, social listening and fanthrapology and we should be aware of the digital topography to target the customer. Digital has become eat, pray and tech."


Talking to Indiantelevision.com Simon noted that the campaign they created for the movie Inception attracted 24 million hits for the trailer in just the first 24 hours. Another campaign he spoke about was the one created for the movie, The Dark Knight. In this campaign, mobile phones hidden in a cake were sent to a few people. And they were asked to make a call on a specific number and were asked, "Why so serious?"


Simon concluded, "Take advertising personally, ideate, innovate, be passionate and create the future."

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/pretty.jpg?itok=k3d6mOBR
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/15/brain.jpg?itok=kT6QQo-H
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/PAISABAZAAR.jpg?itok=F6V0tnEn
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Blackberrys-AW_0.jpg?itok=0mzgSZY0
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Anushka-sharma.jpg?itok=x423bbje
Kajaria Ceramics launches campaign with Anushka Sharma

MUMBAI: Kajaria Ceramics through its subsidiary Kajaria Bathware has launched a 360-degree marketing campaign with Anushka Sharma who was recently announced as the brand ambassador. By investing in this marketing campaign and an extensive distribution network Kerovit, the bath solutions brand by...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/grnnnply.jpg?itok=r7doZ2jY
Greenply questions your plywood choice

MUMBAI: Greenply has launched its new campaign to make consumers aware that there are consequences of compromising on the quality of plywood used in their furniture.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/yannic.jpg?itok=pWYoYT0q
NBA partners Jabong to operate official online store

The National Basketball Association (NBA) and Jabong, India’s fashion and lifestyle e-commerce platform – today announced a multiyear partnership extension that will provide fans access to authentic NBA merchandise in more than 730 cities across India.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Maaza_Gold_0.jpg?itok=xz_AR_Ph
Coca-Cola launches Maaza Gold

MUMBAI: Coca-Cola India has announced the launch of 'Maaza Gold', a premium mango drink made from the choicest of mangoes.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/12/14/Cipla.jpg?itok=2lTgIAb-
Cipla launches TVC for ActivKids Immuno Boosters

MUMBAI: Mothers’ concern for their children’s health goes to the extent of restricting them from indulging at times. Capturing one of these many concerns, Cipla has released a new TVC for its kids' immunity supplement ActivKids Immuno Boosters.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories