Our statistics show that 67 per cent people believe in social media, whereas only 17 per cent people believe in advertising. The power of social media today has truly changed customer service. Post purchase service and experience play a big role today; a satisfied customer will post a great review which is greater than all the huge advertisements that the company might put out.

exchange4media Staff Mar 1, 2013 12:00 AM

Mobile is really the most effective medium today to get the consumer on board. We reach out with offers and different types of communication. The launch of our m-commerce initiative will be a keen medium for advertising. According to a survey, 70 per cent of smart phone users are doing online shopping. That market is clearly very large already and with the growth of smart phones, it is going to increase. We are timing the launch of our m-commerce initiative in time to take advantage of this growth.

exchange4media Staff Feb 26, 2013 12:00 AM

If you love what you do and you build it, margins eventually come. Everything is about geography and technology. Geography is easier to figure out but technology is not. It is very difficult to put your money on something because it is possible that what looks good one day, may not look as good the next day. That said, a company such as WPP is in a very interesting position because the more complex this ecosystem becomes, the more important our role becomes.

exchange4media Staff Feb 25, 2013 12:00 AM

There has to be concerted efforts on part of the government, the regulator, MSOs, cable operators and broadcasters to quickly map out which of the 38 cities are doable and which are not doable, as it is better to postpone the date in those cities that are not doable instead of doing half-baked digitisation. My personal expectation is that of the 38 cities, digitisation will happen in about 25 cities.

exchange4media Staff Feb 25, 2013 12:00 AM

Private FM industry is hardly a decade old as compared to that in the western countries. People have a lot of scope to experiment with the format, content, etc., and so far it has been readily accepted by the audience in terms of good infotainment. I would say that the radio industry is still highly dominated by Bollywood. Though there has been an increase in listener interactions, on-ground studio shifts, etc.

exchange4media Staff Feb 7, 2013 12:00 AM

“With the recent regulations laid by TRAI in tele-marketing, e-mails will be the best next option for marketers that are looking at low marketing tools. E-mail can stand out to be a richer medium where content and technology can be integrated to its best. As the market will mature, the relevance of e-mail as marketing tool will be accepted overwhelmingly.”

exchange4media Staff Feb 5, 2013 12:00 AM

Digital integration has huge potential – from creating live experiences to getting instant feedback. According to me, digital is more of a play of technology and is not always defined by the internet space. With technology, research and measurability will start seeing clear results, which will make the medium more trusted and will add to its effectiveness.

exchange4media Staff Feb 5, 2013 12:00 AM

Digitisation of business is more important than digitising the marketing. Digitisation of business is digitally powering the integration of all of the communication process, data analysis, data collection, marketing and understanding the manufacturing. One can mine information from social media by looking at the conversations and sparking discussions around it that will eventually tell whether the current product is going to survive or not.

exchange4media Staff Feb 1, 2013 12:00 AM

Our aim is to strengthen our position India. We have announced a while ago that we want to make India a clear area of focus and we want to double the size of our operations. We are focused right now to give enough power and resources to our agencies here for us to achieve this target figure.

exchange4media Staff Jan 28, 2013 12:00 AM

“The opportunity of digital media is vast – from basic sales, marketing, branding to HR, relationship management, repeat cycles management, free brand endorsing and building a brand experience. With the onset of mobile/digital media, the possibility for a brand to engage with a consumer and lead them to a sale is immense, but completely untapped.”

exchange4media Staff Jan 18, 2013 12:00 AM

In-cab advertising is the newest form of advertising in the country and is definitely a growing one. Intelligent advertising is very much possible via this medium. In-cab advertising can pose to be a convenience, wherein detailed advertising is possible with customisation as per the needs of the brand.

exchange4media Staff Jan 18, 2013 12:00 AM

It is still early days of digitisation in the metros, let it play out and shortly we will experience the changes. Both viewers and broadcasters will get the advantage. Viewers will get to choose what they want to watch and many more channels will be placed now. The fact of the matter is content is king and now with digitisation, you will get to see more and more mature content.

exchange4media Staff Jan 10, 2013 12:00 AM

I would love to focus on content differentiation. I would like to see people tune in for custom made content; hence, radio can attract appointment listening rather switching between stations. Stations can go beyond RODP selling to programme based selling.

exchange4media Staff Jan 9, 2013 12:00 AM

Social media is relatively more suitable for B2C brands. Being complex, B2B marketing offers limited media buying opportunities, hence there are only a few agencies that are interested and prepared to take up social media for B2B engagements.

exchange4media Staff Jan 3, 2013 12:00 AM

Absence of consumer grievance redressal systems and complete apathy towards consumer satisfaction, barring a few online retailers, makes the Indian consumer very reluctant to accept a shipment without checking the quality of goods, particularly in categories where there is complete lack of standardisation. Huge focus on building consumer confidence and trust is necessary to overcome the touch and feel mentality of the Indian consumers.

exchange4media Staff Jan 3, 2013 12:00 AM

I feel that radio needs to have agents to break out of its Bollywood content. I don’t understand why humour on radio is so cheesy and so tacky. There is a lot of scope for wise content. Radio needs to become brave in terms of content. Why can’t we have radio plays, radio humour, radio comedy, etc? If original and honest content is created it will definitely work, there is no doubt about it.

exchange4media Staff Dec 26, 2012 12:00 AM

The factual entertainment genre in India has grown by 29 per cent since History TV18’s debut, and the channel is the number one factual entertainment channel across some key metrics. India is an interesting market for factual. Some other territories have been reticent to push the boundaries of the genre, though when they do, viewers are very open to the change. That’s not the case in India; it’s an exciting, dynamic market at the forefront of new programming trends.

exchange4media Staff Dec 21, 2012 12:00 AM

In the future, the communication industry will be shaped by technology, creativity and innovation. Understanding the consumer- technology interface is one of the core strengths of Dentsu in Japan. If we combine this understanding with the creativity and innovation of Taproot, we could create the agency of the future.

exchange4media Staff Dec 14, 2012 12:00 AM

Retail is the happening segment today and out of home mirrors the action. If one recalls the trends in the recent past, high growth industry and segments aspiring to take the lead have focussed heavily on outdoors, be it telecom, real estate, BFSI or automobile. Retail has entered this fight for market share of a fast growing industry. The key reason is the need for instant communication with recall element to fetch the buying preference of more and more customers.

exchange4media Staff Dec 11, 2012 12:00 AM

Social media is still growing rapidly in India and Facebook and Twitter are the growth drivers. In India, my hope is to start getting into content development and content sharing. In India, people are not creating enough user-generated content because we aren’t giving people the right opportunity to engage. It will be fun to see how this takes off and changes the way people interact and engage in a country that is so focused on TVCs.

exchange4media Staff Nov 30, 2012 12:00 AM