Guest Column: Does Digital Come First? – David Kenny
While it is nearly impossible to orchestrate a media mix that does not include digital in this day and age, the first component of every successful media plan is not digital. It is, in fact, the consumer. The consumer is where every successful marketing campaign should begin and end, says <b>David Kenny, Managing Partner, VivaKi. </b>
While it is nearly impossible to orchestrate a media mix that does not include digital in this day and age, the first component of every successful media plan is not digital. It is, in fact, the consumer. The consumer is where every successful marketing campaign should begin and end.
Consumers will tell us if digital needs to drive a campaign or follow other efforts. If we listen close enough, we can determine where the most important audiences are, what they’re reading/ watching/ listening to, how they want to experience entertainment and how they want to receive messaging.
I do believe that digital and new media touchpoints will often be a first point of contact, primarily because they allow us to reach and connect with people who are increasingly tailoring their own ‘my media’ environments, opting into the content and messages they prefer and opting out of the rest. They are watching their favourite shows on Hulu, re-connecting with old friends on Orkut and Facebook, chatting with friends on Skype – on their iPhone, as well as their computer, checking out new bands on MySpace, searching top racing bikes on Baidu and Tweeting about their favourite cricket team. Consumers are comfortable in these spaces and, if we interact with them in a way that adds value to the experience they are creating, people will tolerate and even engage with our messages.
In India, social networking has grown by 50 per cent in the last year. What’s more – among a population or roughly 32 million – 60 per cent of Indian Internet traffic is on a social network.* Social media is a huge, and growing, communications platform and the opportunity in India alone is staggering.
But to relevantly insert ourselves into these online consumer conversations, we need to first be curators of their behaviour. A consumer’s online media behaviour says more about them than any piece of research or survey ever could. The amount of data found online is astounding – every search is saved, every cookie taken into account and every user seems to be offering up more information about themselves online (that is, favourite brands, interests, movies, music, etc). Data is everywhere and everything. It informs context, it helps us map the best connection and it tells us when and where we are succeeding/ failing.
Our challenge is to leverage our consumer data and knowledge to provide mechanisms and solutions that enable clients to deliver relevant messages to people who are trying to opt in and out of commercial messages.
Mobile has been a difficult platform for global marketers to penetrate because of this reason – advertising to subscribers has been completely opt-in. We have to solve this mystery, because mobile phones have become as ubiquitous and essential to consumers as wallets and purses. They are a constant companion and a direct link to information for consumers. In fact, 64 per cent of Indians under 30 years of age say that mobile is now their ‘first’ screen.”**
We know that traditional formats don’t always resonate inside of new platforms, so we need to actively test new models, formats and distribution systems to help us figure it out. Digital absolutely demands fresh ideas and brilliant thinking, but it also demands new approaches to production and delivery of fast, iterative and addressable messages across platforms.
In today’s current, global economic crisis, digital has become even more important. As more marketers are cutting their advertising and media budgets, agencies have had to accelerate their innovation and transformation in the industry to meet the new realities of a digital world. On the consumer side, we have to monitor the impact of the recent economic crisis on their expectations and behaviour. I suspect the baseline will be reset on consumerism. This will require more sensitivity in a marketer’s approach, and digital has a powerful role in making a personal connection.
I do want to add that while digital may not always come first in the development of a campaign, it certainly cannot come last. It cannot be an afterthought, or an add-on. The role of digital will vary by market, by product, by category, and most importantly, by individual we are trying to connect with.
* ComScore** Agency research
(David Kenny is Managing Partner, VivaKi, a Publicis Groupe entity that oversees the digital and media assets of Digitas, Starcom MediaVest Group, ZenithOptimedia and Denuo. Kenny leads Publicis Groupe’s overall digital and interactive strategy and is member of the Publicis Groupe Management Board (the Directoire), and the ‘P12’ Board Executive Committee.)
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
test
test
test
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp