Media is at a place where India can share a lot of innovation with the rest of the world. I also really enjoy the sophistication in the market. Indians are leading the way in marketing leadership. Indian talent is extraordinary; the best talent in the world comes out of India.

exchange4media Staff Oct 4, 2013 12:00 AM

We are still fairly unregulated as an ‘industry’ and that is one major factor that also hampers growth/ investments in the business. Quality media formats complementing the outdoor environment is one of the key features of the global OOH industry, while here in India, we have a fair way to go. In India, we are yet to come up with an industry affiliated ROI model, thus dampening the growth in business.

exchange4media Staff Sep 30, 2013 12:00 AM

With the acquisition of ACS, we now offer a full range of business process and IT outsourcing services. Services now account for more than 55 per cent of our revenues globally. This is Xerox’s transition and transformation to the back-office market leader. In India, it is a combination of document management services, innovative technology products and channel businesses that are driving growth and profitability for Xerox.

exchange4media Staff Sep 27, 2013 12:00 AM

Usage of radio is aligned to the concept of city-level advertising, which is the core in real estate. Also, it is a vital supplementary medium for print media. Data suggests that in SEC A and AB the reach is 32 per cent on an average through radio. Undeniably, the target ability of radio has helped us, and being a low cost media, it becomes a part of our media plan for high intensity campaigns.

exchange4media Staff Sep 20, 2013 12:00 AM

A lot of our clients see mobile and digital as areas where they should be investing in, however, they are still somewhat sceptical as it is difficult to measure the RoI and impact. Hence, the budgets aren’t as large and the spends still go the traditional way. I don’t think brands and markets are utilising the medium as much as they should, but at the same time there is some great work happening in terms of quality.

exchange4media Staff Sep 20, 2013 12:00 AM

The entire digital and social ecosystem must be viewed as a two-faced sword by today’s marketing fraternity. The perpetual infiltration of digital marketing has for one, raised the visibility, awareness and (hopefully) the desirable quotient of brands amongst the consumers, especially the prospective breed. This can influence a higher top-of-mind recall of this demographic, thereby directly enhancing the likelihood of product trial.

exchange4media Staff Sep 18, 2013 12:00 AM

The OOH media, unlike matured markets, is unstructured in India. This results in clutter. There are two ways to look at this in your go-to-market strategy. Get bogged down by the nature of the medium or rework your thinking to get the best out of existing environment. I am an endorser of the latter, so it doesn’t matter to me if the media vehicle is unstructured.

exchange4media Staff Sep 16, 2013 12:00 AM

The PR industry is evolving from being a media relations function to a strategic marketing and communications discipline. Our work is much more complex than what it used to be, which is why we are moving from being generalists to specialists. It is no longer possible for one person to be good at every aspect of communications, which is the rationale for our G4 redesign. We have moved from a vertical hierarchy of generalists to four communities of specialists. We still have a long way to go. But that is the future.

exchange4media Staff Sep 13, 2013 12:00 AM

Indian design and retail must prepare for the new age, where the quality and line of products, the presentation of shops and the role of technology are becoming highly influential. Design and branding will be of enormous help in creating greater impact and brand loyalty of customers.

exchange4media Staff Sep 6, 2013 12:00 AM

At The Muthoot Group, OOH medium comes second in the media priority list after TV. For us, OOH gives a multiplier effect on ground level and is easy to monitor from across our 4,300-plus branches. It helps us to deliver our message in an uncluttered environment to a large audience at a minimal budget. The Muthoot Group spends about 18-22 per cent on OOH.

exchange4media Staff Sep 4, 2013 12:00 AM

Currently, the media scenario is in a dynamic flux, especially considering television, which looking at the 10+2 advertising regulations from TRAI. We foresee a marketing mix shuffle, whereby digital and other mediums, including radio, will garner a comparatively larger pie in the media mix. The radio landscape in India is still in its evolution, with Phase III rollout of FM and English stations coming up. The scene will also undergo a shift, bringing in genres from English to news, retro, etc., similar to television, bringing with it a different set of audiences, appeal to niche brands, etc. Radio advertising costing will also see changes with the new regulations setting in.

exchange4media Staff Sep 2, 2013 12:00 AM

A large part of the media today doesn’t know how to handle products that are a mix of pharma and consumer products. They are good at talking about purely FMCG products. You have to marry science and consumer understanding as there is a thin edge of sensitivity. Media agencies struggle with this. The other challenge is that the media space is becoming very expensive and you are reaching out to the same eyeballs.

exchange4media Staff Aug 30, 2013 12:00 AM

‘Wait and watch’ is a preferred route that most Indian marketers adopt, which leads to postponing investment in digital marketing. Secondly, it also involves the ‘traditional mindset’, which results in lack of confidence in emerging technologies and fear that the investments may not pay off.

exchange4media Staff Aug 28, 2013 12:00 AM

Unless people who are below you make you feel unsecure, you don’t progress. I don’t compete with my peers, I compete with younger people all the time, I always hire people who make me feel jealous and insecure, and I feel that I should compete with them in one last race. Unless people below you grow, you don’t grow, which means you are stagnating and regressing.

exchange4media Staff Aug 23, 2013 12:00 AM

OOH industry in India has changed over the past decades, but still has more scope to grow. I am sure that consumers would appreciate more out-of-the-box outdoor advertising. At times this medium might get restricting, but brands need to come out and experiment with different and more consumer engaging outdoor activities.

exchange4media Staff Aug 23, 2013 12:00 AM

It’s a fierce market with cutthroat competition. A powerful competitor can drive up Costs Per Click on Google and make the model unsustainable to others. There are hundreds of such tactics being employed by digital marketers to increase their mind and wallet share and one has to be on the ball and quick/ready to adapt. But that’s also where a solid brand name and the quality of your product and servicing come to play.

exchange4media Staff Aug 19, 2013 12:00 AM

Big Data doesn’t necessarily tell the truth, it can be manipulated. I am not saying that statistics and research are not valid. If the data is good and can be used in the correct way to give you insights, not answers, then I am fine with it. The lie of Big Data is that it gives you answers. It doesn’t. Big Data gives you insights, from which you need to derive insights. It doesn’t tell you as a marketer or an agency ‘go do that’, which is what people think. It also keeps people away from using their instincts and common sense at times.

exchange4media Staff Aug 19, 2013 12:00 AM

Content is where users can add value and thus, social media should be integrated. There are a number of ways to do that. Firstly, social media can be used to keep the listeners informed. Thus, social platforms should be used to distribute, market and promote content. Secondly, social media should be used to involve listeners. Thus, to interact through polls and contests can be a good way of integrating social media. Social media can be a perfect extension of RJs and radio station when they are not on air to stay in touch with their listeners.

exchange4media Staff Aug 14, 2013 12:00 AM

With available technology, media integration and easy access to specific audience segments, there is simply no excuse for a brand to neglect OOH innovations. However, with the rise of social media and engagement becoming imperative, it is essential for companies to plan their campaigns smartly in order ensure the brand stands out of clutter and makes a mark.

exchange4media Staff Aug 13, 2013 12:00 AM

The market growth for India is going to be 8-9 per cent, which is consistent with last year. We see ourselves being ahead of that by two times… In the coming year, you can expect more change, more dynamic partnerships, more ideas, experience, automations, and addressability from us.

exchange4media Staff Aug 9, 2013 12:00 AM