MxMIndia

Category: MEDIA

  • The changes announced may not be revolutionary, but continue the evolutionary path, writes Eldad Sotnick-Yogev in Mindshare's Original Thinker Series

    What’s New on Google Adwords

     

    By Eldad Sotnick-Yogev

     

    Google has announced changes within Adwords that fall into three areas: Innovative Ads, Insightful Reporting and new Power Tools. These changes may not be revolutionary per se, but rather continue the evolutionary path we are seeing as digital platforms look to better connect with consumers at any place, any time and any device.

     

    Overall the changes look very promising and we are excited to see how Google keeps advancing from last year’s Enhanced Campaigns that pushed location, device and time bidding. By giving advertisers more tools, reports and capabilities it continues to lead the search advertising space and the multiple ways it can be used to connect with consumers.

     

    DETAILS

    INNOVATIVE ADS

    Innovative Ads focus on the fact that apps are more prominent than ever and that consumers see them as a source of solutions. The new ad features allow Google advertisers to better target and connect to these opportunities. For example, a calorie counting app/website could be shown to running app users through the new in-app install ads feature. This could be joined to another new feature – app keyword suggestions – which helps uncover key app-oriented search queries to add to your inventory.

     

    INSIGHTFUL REPORTING

    Insightful Reporting concentrates on offline measurement and the need to better link up with digital marketing; thus, the introduction of the estimated total conversions tool. The goal here is to give hyper-local information for advertisers looking to capture “offline” sales/conversions. This feature will allow better measurement, but doesn’t look like true attribution on first view.

     

    POWER TOOLS

    Power Tools give Google advertisers more benefit from the Adwords interface with bulk actions being simplified. At the same time, Automated Bidding to meet set specific goals (ROAS, CPA, Clicks) is going to be provided, enabling you to bid to maximise revenue or conversions. So, in theory an Auto OEM can target car configurations, while a retailer can go for sales. This will most likely make working within the interface the preferred method and could spell the end for Adwords Editor. These tools (and features) also will push Kenshoo, Marin and Adobe to advance what their 3rd party platforms offer at enterprise SEM management level.

     

    IMPLICATIONS

    The most impressive feature we saw was the Draft/Experiments part of the new Power Tools, which allow you to set up an experiment that will calculate and show you the impact of your changes – without actually implementing them. This means a more accurate method of forecasting will be made available in Adwords and it sounds like if the results fit your goals, it will be easy to make the theoretical a reality in a few clicks. This tool could really assist conversations for your ‘what if?’ scenarios, as well as being tangible proof of what budget and bid changes can look like.

     

    Another Power Tool that will have both clients and Search teams excited is a new way to quickly use pivot table functionality within the interface and jointly build informative charts. This “multi-dimensional analysis tool” is sure to become an addition that many will like.

     

    Finally, Innovative Ads strong focus on Apps proves that Google knows users are increasingly using mobile and that apps rule in this space. This looks to have more promise than just Admob and helps those still thinking about an App see the need to get involved. Just like mobile optimized websites, Google is pushing businesses to jump in.

     

    Excerpted with permission from the Mindshare APAC’s Original Thinker Series.

     

  • The index for India has risen 6 points to 121 in Q1 2014, the highest optimism level since Q4 2012

    Achche din aagaye hain, Consumer confidence rises in India: Nielsen study

     

    It appears the ‘achche din’ have already arrived in India. Consumer confidence in Asia-Pacific increased in eight of 14 markets in the first quarter even as it was flat in three and declined in three markets. The region’s biggest quarterly index increase was six points, in both India (121) and Hong Kong (111). India’s index rise returns the score to a fourth-quarter 2012 level after several quarters of declining performance.

     

    Consumer confidence in the Philippines (116) and Thailand (108), as well as Indonesia (124) and China (111), were among the highest index scores of the 60 countries measured.

     

    “In India, the overall perception about the economy has achieved a steady state as many believe that things cannot get worse and that investments will pick up as the Indian fiscal year-ends and most households expect the positive impact of year-end bonuses,” said Piyush Mathur, president, Nielsen India. “However, inflation continues to be a challenge, and there is a sense of cautious anticipation about the outcomes of the world’s largest democratic election. Despite these factors, discretionary spending intentions are slightly more buoyant than previous quarters, as is typical at the end of the financial year, and in good time for the summer holiday season.”

     

    “In China, we see stronger confidence among respondents in Tier 2 and Tier 3 cities, compared with those in Tier 1,” said Yan Xuan, president of Nielsen Greater China. “In these lower tier locations, consumers have higher average salaries than their counterparts in lower tier locations, and they have less work and life pressures than those living in Tier 1 cities. Consumers in the middle tier cities also demonstrate a greater willingness to purchase more premium products. The continued rise of the Chinese middle-class throughout the country bodes very well for China’s goal to grow its GDP through more domestic consumption, rather than solely rely on infrastructure investment and export.”

     

    Discretionary saving and spending intentions in the Asia-Pacific region increased across all categories measured. The region boasted the most prolific savers, with 67 percent putting spare cash into savings accounts-an increase of 7 percentage points compared to fourth-quarter 2013. Investing in shares of stocks and mutual funds (38%) was also up 7 percentage points in the first quarter. Spending intentions increased for new clothes (+6 percentage points), home improvement projects (+6pp), holidays/vacations (+4pp), out-of-home entertainment (+3pp) and new technology (+3pp), compared to fourth-quarter 2013.

     

    Meanwhile, global consumer confidence returned to a pre-recession level with an index score of 96 in the first quarter-the highest score since first-quarter 2007, according to consumer confidence findings from Nielsen, a leading global provider of information and insights into what consumers watch and buy.

     

    The global index score represents a two-point increase from fourth-quarter 2013 and a three-point increase from a year ago (Q1 2013). The Nielsen consumer confidence index measures perceptions of local job prospects, personal finances and immediate spending intentions. Consumer confidence levels above and below a baseline of 100 indicate degrees of optimism and pessimism, respectively.

     

    Regional consumer confidence was highest in Asia-Pacific with an index score of 106, a one-point increase from the previous quarter (Q4 2013) and a three-point increase from a year ago (Q1 2013). North America posted the largest quarterly increase of five points to reach the optimism baseline of 100-the highest level since 2007. The Middle East/Africa region increased four points to 94, and Europe rose two points to 75, compared to fourth-quarter 2013. Latin America reported the only quarterly regional consumer confidence decline, falling one point to 93.

     

    In the world’s biggest economies, consumer confidence increased six points in the U.S. (100), remained flat in China (111), increased one point in Japan (81), increased four points in Germany (99), increased eight points in France (59) and increased three points in the U.K. (87).

     

    “With global consumer confidence at a seven-year high, it marks a significant milestone for the longest recession since the Great Depression,” said Dr. Venkatesh Bala, chief economist at The Cambridge Group, a part of Nielsen. “A global sentiment moves to one of cautious stability. As recovery continues, signs of optimism are increasing.”

     

    The Nielsen Global Survey of Consumer Confidence and Spending Intentions, established in 2005, measures consumer confidence, major concerns and spending intentions among more than 30,000 respondents with Internet access, in 60 countries.

     

    In the latest round of the survey, conducted Feb. 17 – March 7, 2014, consumer confidence increased in 60 percent of markets measured by Nielsen-up from 43 percent the previous quarter (Q4 2013). Indonesia (124) reported the highest consumer confidence index score for the fifth consecutive quarter, which was flat compared to fourth-quarter 2013. Croatia and Italy each reported the lowest consumer confidence scores (45), an increase of one point each compared to the previous quarter. Egypt (87) and Switzerland (104) reported the largest quarter-on-quarter increases of 11 and 10 points, respectively. Ukraine (56) reported the biggest quarterly decline of seven points.

     

    Text of the report is based largely on the Nielsen Global Consumer Confidence report  that MxMIndia sourced from Nielsen India

     

  • The league which is run by the Football Federation of Australia (FFA) has 10 teams, 9 from Australia and one from New Zealand

    TEN Sports to broadcast Hyundai A-League

    By a correspondent

     

    TEN Sports has signed a three-year deal to broadcast the Hyundai A-League, Australia’s premier football league from 2014/15 to 2016/17.

     

    The league which is run by the Football Federation of Australia (FFA) has 10 teams, 9 from Australia and one from New Zealand. Ten Sports will showcase 86 matches per season including the five games of the Final Series playoffs. TEN Sports will also broadcast weekly highlights of the league and 10 games of the FFA Cup for each of the three seasons.

     

    World Sport Group, who distribute the Hyundai A-League and FFA Cup worldwide on behalf of the FFA, brokered the TEN Sports deal.

     

    Rajesh Sethi, CEO, TEN Sports said, “At TEN Sports we endeavor to give our viewers the best of football action from across the globe and we are proud to add the A-League and the FFA Cup to our bouquet of premier football content. Australian football has grown leaps and bounds and offers to TEN Sports & TEN Action a different dimension to our existing portfolio. This world class football programming will be available live during the day time on weekends.”

     

    Each season of the Hyundai A-League runs from October to April and includes a 27-round regular season with an end-of-season finals series playoff tournament involving the highest-placed teams, culminating in the Grand Final. Winners from the A-League qualify for the AFC Champions League which is the UEFA Champions League equivalent in Asia. The League allows each team to have a marquee player and this has led to stars like Alessandro Del Piero, Shinji Ono and Emile Heskey showcasing their skills in this fast-growing league.

     

  • The call for participation communication for this season has kicked off with the line – "Iss manch se koi bhi khali haath nahi jaata"

    KBC returns, with a new premise

    By a correspondent

     

    Popular entertainment show Kaun Banega Crorepati is set to return on Sony Entertainment Television with familiar host Amitabh Bachchan. The call for participation communication for this season has kicked off with the line - “Iss manch se koi bhi khali haath nahi jaata”.

     

    KBC is not just a quiz show about winning money for participants; it is about gaining knowledge, respect and also a once-in-a-lifetime opportunity to meet their idol Mr. Amitabh Bachchan. Being a part of this show imbibes pride and instills confidence amongst the participants establishing it as an ideal platform to enhance aspects of their life. Starting from the 5th of May, questions will be asked regularly on Sony TV at 9pm every night. Potential participants have to answer these correctly in order to have a chance to be on the hot seat. This season aspiring contestants have access to two new platforms to reach the hot seat. One can download the KBC Official App and register by sharing the correct answer, their age and gender. Registration is also possible via sending an SMS to 5252525 with the correct answer along with necessary details. Idea users can register themselves simply by sending an SMS from their Idea mobile. Additionally, viewers can also opt for registration through BSNL landline phones or via Idea IVRS code.

     

    Gaurav Seth, Senior Vice President and Head – Marketing said, “KBC is a reflection of the hopes and aspirations of millions of people who are looking at transforming their lives. This year we are attempting to bring the show closer to our viewers by engaging various mediums through which they can enhance their chance to be on the much coveted Hot Seat. We are confident that once the season gets underway, it will strike a deep emotional chord with the entire country, like never before.”

     

  • The panel discussion on "Strategies for Success" highlighted the various issues faced by the new age entrepreneur in the country

    Bloomberg TV India hosts panel discussion on ‘Strategies for Success’

    By a correspondent

     

    Business news channel Bloomberg TV India hosted an exclusive evening with the industry honchos in Mumbai to discuss the growth in business with the right strategy.

     

    The fact that rapid socio-economic changes in the country are having profound impact across sectors set the tone for the evening. Keeping this in view, the panel discussion on “Strategies for Success” highlighted the various issues faced by the new age entrepreneur in the country from planning to execute to scale up the business idea and make a bench mark in the industry. Today, some of the biggest challenges faced by any entrepreneur are finding the right talent, keeping up with innovation, keeping up with government regulation, issues related to governance, managing partners and generating funds for the business.

     

    The panel discussion was a part of the ongoing series ‘Lessons in Strategy’ featuring Dr. Tarun Khanna, Professor, Harvard Business School. In continuation to the earlier series Lessons to Leadership; the current series focuses on issues every entrepreneur faces, and arms them with crucial knowledge to nurture a great idea into a successful business model.

     

    The series includes five interview session with Dr. Tarun Khanna and one panel discussion. Bloomberg TV India brings together leaders of Indian industry and the faculty of Harvard Business School, for a discussion on innovation and how relevant is it to scale up an innovative business idea.  Each episode of the series is based on important entrepreneurial aspects such as starting a new business, Scaling up existing business, Diversification of business, Globalization of the business and sustaining growth.

     

    The panel discussion on “Strategies for Success”, part of the ongoing series “Lessons in Strategy” will be telecast on May 10th at 8.30 pm and 10.00 pm respectively exclusively on Bloomberg TV India.

     

  • GolinHarris was the first agency to launch The Bridge, which is present in 13 locations globally

    LinOpinion GolinHarris brings The Bridge to India

    By a correspondent

     

    LinOpinion GolinHarris has launched The Bridge in Mumbai. The Bridge is a pioneering concept of GolinHarris which is the centerpiece of a new working model termed G4. This tool has changed the way real time insights, in today’s increasingly digital landscape, can interplay into creating impactful Public Relations campaigns.

     

    Simon Ruparelia

    Simon Ruparelia, Head of Digital for Asia at GolinHarris said, “Many of our clients across Asia have embraced the concept of real time marketing and embedded it within their marketing plans. We have successfully applied The Bridge processes across a range of industries from FMCG to the automotive sector and it is a great example of innovation that we are bringing to clients in India. Our clients here will benefit from our experience of running this network of real time engagement centres around the region and the world from New York to Shanghai.”

     

    GolinHarris was the first agency globally to launch such a concept called The Bridge, which is present in 13 locations globally including Chicago, London and Shanghai. Mumbai is the latest bridge in Asia and latest addition to Golin Harris’ global network of Bridges.

     

    The Bridge is designed to meet the changing needs of clients who are constantly looking to better market their products and services and make them relevant with an evolving customer. It will provide better insight, improve delivery outcomes for clients and provide real-time information to clients.

     

    Ameer Ismail

    Ameer Ismail, Executive Director, LinOpinion GH and Lowe Lintas and Partners, said, “We are excited to introduce this valuable tool that helps clients across different industries to manage their online reputation effectively. I believe the time has come to accept new realities in PR and The Bridge is an integral way in which agencies and clients can weave in real time insights into their communications efforts. The impact and use can be far beyond our PR agency clients and could also work for clients within our Group.”

     

    In addition to launching The Bridge, LinOpinion GH also unveiled their new office located in Lower Parel, Mumbai. The new office features an international look and feel that brings out GolinHarris’ g4 work model. The contemporary workplace also has spaces for creative discussions, video conferencing and other amenities to create a productive work environment.

     

     

  • Saurabh Yagnik, who joined the MSM group just over two years ago, has over 17 years of varied consumer and television management experience

    Saurabh Yagnik elevated, to oversee English channels at MSM

    By a correspondent

     

    Saurabh Yagnik

    Multi-Screen Media Private Limited (MSM) has announced that Saurabh Yagnik’s responsibilities have been enhanced and he will now also oversee AXN, thus taking charge of the English language channels in the network, effective immediately. Sunil Punjabi, the current Business Head of AXN, will continue to manage AXN and will report into Saurabh.

     

    Saurabh Yagnik, who joined the MSM group just over two years ago, has over 17 years of varied consumer and television management experience, and has been instrumental in building and driving  the English movie channel PIX to attain market leadership.

     

     

    NP Singh

    N. P. Singh, CEO, MSM, said, “With Saurabh’s deep rooted understanding of the English Entertainment Genre, I am certain that he will chart a new and exciting journey for the English Entertainment channels at MSM. We wish him all the best.”

     

  • There is greater need for information, including that from social networking sites, notes a report presented by Cogito and the IPG group

    New Realities of the Indian Consumer

     

    By A Correspondent

     

    • Among the six countries studied (India, China, Brazil, America (USA), Russia and Germany) it has been found that the Indian consumers prefer having in-depth product knowledge because it builds their self-esteem.
    • Indians seek and value information they get from experts who write product reviews on the internet and in magazines.
    • As high has 44% of Indian consumers consider social networking sites as a good source of word-of-mouth information on brand experience
    • India is the country where majority of the consumers believe and rely more and more on the information provided by Trusted Brands

     

    These are some of the many findings of the New Realities study conducted by Cogito Consulting, the independent brand consulting division of the FCBUlka Group. A seminar was conducted by Terry. D. Peigh, Senior Vice President and Managing Director, Interpublic Group on Wednesday, May 7 in Mumbai.

     

    Cogito has partnered with IPG (of which FCBUlka is a part) to do the India leg of the interviews from the time India has been incorporated in the study and to unveil the ‘New Realities’ Seminar in India. Additionally, Cogito has a long-term commitment with IPG to understand the Indian consumer for all the future ‘New Realities’ global studies.

     

    This is Mr Peigh’s second visit to India where he has shared the findings of the global study, tracking the consumer from 2009 onwards till now to primarily talk about ‘How New Media is Impacting Consumer Decision Making’.

     

    ‘New Realities’ has covered six countries namely, India, China, Brazil, America (USA), Russia and Germany. Over 500+ online interviews were conducted in each of the six countries.

     

    “One of the key learnings from the IPG research is that today’s consumers are demanding more and more from manufacturers and marketers. Of particular note is consumer’s growing demand for trusted product information, and to succeed today marketers need to commit to transparency on products and provide trusted information, that consumer needs to make a good decision,” said Mr Peigh.

     

    This wave of the study provides a unique window into how the Indian consumer is coping with the information overload and making decisions. The study provides insights on the decision-making process of the consumer in today’s era, loaded with immense information.

     

    The study is aimed to understand the evolving consumer and mirror the new market realities for the Indian marketers. Today Indian consumers are changing their focus and are graduating from ‘Demand to Demanding Consumers’.

     

    “New Realities is a very expansive study on how the new media is impacting consumer decision making process. The research is conducted across 6 countries, from 2009 till now and draws inferences and insights that are robust and can be leveraged by the Indian marketers” said Mahuya Chaturvedi, Managing Partner at Cogito Consulting.

     

  • Shailesh Kapoor on how May 16 has emerged as the most promoted television date by far in our television history

    Shailesh Kapoor: May 16: Mother Of All TV Battles

    By Shailesh Kapoor

     

    Cricket World Cup & IPL finals. Blockbuster movie premieres. Grand finales of big-ticket reality shows. Over the last decade, almost all the high-rating TV ‘events’ can be classified into these three categories. India does not have an annual showstopper like The Super Bowl. Our television highs are rather muted, very rarely attracting a pan-India audience base that cuts across demographics and viewing taste.

     

    The big day of election results, May 16, can be a rare exception. It has emerged as the most promoted television date by far in our television history, largely because it has become a political refrain. Across parties, “We shall talk on May 16” has been the default political response to many tough questions posed by journalists.

     

    Conducted over nine phases, these General Elections have been a long-drawn exercise in political theatre. And it will all climax in a matter of hours next Friday morning. News channels are set to start their live telecast from as early as 6am. The first leads will begin to come by 9am. And these days, they don’t trickle in; they come as a deluge. Before noon, the big question would have been answered: Will Modi-led NDA cross the 272-mark?

     

    Back in the 80s, this three-hour process would take three days. Doordarshan would entertain you with patriotic cinema (mostly Manoj Kumar films) with constant ticker updates and a news bulletin every two hours or so. EVMs have changed it all. Some from the old school may argue it’s taken the fun out of the counting process, but for me, EVMs remain one of the most significant (also one of the most under-rated) achievements of the Indian democracy.

     

    Coming back to May 16, the second half of the day will be more about reactions and analysis, even as the results begin to sink in. In the event of NDA falling short by a significant margin, the ‘event’ may extend itself beyond May 16, into the weekend, even the following week.

     

    Two factors, however, will stop May 16 from becoming a record-breaking viewership day in Indian news television history. One is the day itself. It happens to be a working Friday. I have strongly believed that all election result days should be Sundays. It will lead to higher awareness and participation in the democratic process over time. On a working day, TV viewership will take a beating, even though discussions around the results will continue to dominate offices across the nation.

     

    The second factor is a marketing problem. Historically, news channels have continued to market the results-day largely through on-air promotions. It should be an ideal day to get new viewers to watch, but there is a lot of promotion on the home channel, and very little outside. This time, by the sheer talk value these elections have generated, awareness about the results-day is very high. Hence, it will be a lesser concern to get the fringe, non-news viewers in. Now if only it was a Sunday!

     

    More than 20 news channels will fight a fierce battle on the results-day next Friday.  The results of this battle within the battle may have a long-lasting impact on our news television economy. So, fasten your seatbelts. And call in sick on May 16!

     

    TV Trails is a weekly column written by Shailesh Kapoor, founder and CEO of media insights firm Ormax Media. He spent nine years in the television industry before turning entrepreneur. The views expressed here are his own. He can be reached at his Twitter handle @shaileshkapoor

     

  • The research found on average six people are involved in the technology purchasing decision-making process

    Text100 unveils insights into B2B technology decision maker’s journey

    By A Correspondent

     

    New research from integrated communications agency, Text100, has revealed the uphill struggle faced by technology companies as they seek to sell to an increasingly multifaceted and diverse audience.

     

    Based on interviews with 1,900 IT decision makers worldwide, the research found on average six people are involved in the technology purchasing decision-making process. Although 55 per cent of companies have the Head of IT involved in making the final decision, 42 per cent require CEO/Managing Director sign-off, while 22 per cent require final approval from Board of Directors.

     

    The Text100 Influence Index: Paving the Path to Advocacy report, which explores how global business decision makers are influenced as they consider buying technology solutions, reaffirms the tendency of executives doing initial research on various reference sources, including supplier’s website (43 per cent), search engine (34 per cent) and online endorsements, reviews or recommendations (27 per cent) before deciding which technology solutions to buy. In fact, 1 in 4 chief information officers claim to do initial fact-finding themselves.

     

    Aedhmar Hynes

    “We know people no longer simply walk into a shop or visit a website to buy a product without first checking online reviews, social recommendations or price comparisons. This is no different with the B2B technology buyer,” says Aedhmar Hynes, CEO, Text100. “By truly understanding the stakeholder and their behaviour, objectives and sources of influence, technology suppliers will stand a better chance of making sure the decision goes their way.”

     

    This increasingly complex environment emphasizes the need for technology suppliers to present a balance of technical and business content when engaging decision-makers throughout the buyer’s journey, which involves the awareness, intent, action, confidence and advocacy stages.

     

    Despite being the most common source of information, supplier’s websites are not deemed the most influential. While an average of 40 per cent of decision-makers use them at all stages, supplier websites only ranked fourth in importance. Instead, respondents rated trusted advisors, including colleagues, peers and professional experts as the most important sources of information.

     

    When approaching a business challenge, over two-thirds of decision makers first reach out to people they know such as colleagues, peers and existing suppliers for advice, emphasising the notion of trust and the importance placed on existing relationships and recommendations.

     

    Findings from the research, which was also conducted in China and India, exhibit some degree of differences across markets. In India, colleagues and peers are less referred to as compared to supplier’s websites, specialist IT magazines, consultants, Facebook and e-newsletters. The importance of channels evolves across the decision-making journey – proactive internet search increases in importance at the intent stage before they arrive at any action.

     

    While relationship sets the foundation of the buyer’s journey in China, expert’s validation is also found to be most critical in driving decision-making outcome. 70 per cent of Chinese respondents refer to existing suppliers instead of reaching out to colleagues and peers when facing a business challenge. Analyst report holds considerable role in shaping the ultimate decision in China, as well as India.

     

    The report also suggests worldwide technology companies to actively engage customers and influencers on social media throughout post-sales journey in order to drive a lively community of brand advocates. Assuming customers have a positive experience with a supplier, they are willing to share their user experience either voluntarily or when asked by a supplier.

     

    The decision makers surveyed provided an encouraging response when asked about their tendency in sharing experience on social media channels, contributing a rating of over 7 and above for each media including forum, blog and Twitter (on a scale of 1-10). While Twitter is found to be the least important social source, forums and blogs play a pivotal part in informing their purchase decision, especially during the awareness and intent stages.

     

    “Customers who have a positive purchase experience can become brand advocates and are not only more likely to make a repeat purchase, but also serve as third-party influencers who shape purchase preference for other buyers,” adds Hynes. “Technology suppliers have a real opportunity to influence purchase decisions and drive a path to advocacy with buyers. If they get that right, it doesn’t just mean securing a sale. It means gaining a powerful advocate for future sales too.”

     

  • The move is in line with Digital Quotient's aggressive move into arena of Data Analytics and Audience Marketing to provide holistic solutions to its wide customer base

    Digital Quotient appoints new Sales Head

    By a correspondent

     

    Leading data driven social & mobile marketing firm has announced the addition of Bhaskar Singh to its team of Digital Enthusiasts. The move is in line with Digital Quotient’s aggressive move into arena of Data Analytics and Audience Marketing to provide holistic solutions to its wide customer base. Bhaskar Singh joins Digital Quotient as Sales Head for their Audience Marketing Platform.

     

    Prior to joining Digital Quotient, Singh worked with Tribal Fusion, now known as Exponential as the Interim National Sales Director where he was responsible for Heading & Managing National Advertising Sales. Mr. Singh also handled online sales for leading regional news media group Malayala Manorama, and has also worked with Infomedia India Ltd.

     

    At his current role, Mr. Singh will be heading nationwide sales strategy and revenue generation for Digital Quotient with a focus on business development, establishing contacts and creating growth opportunities.

     

    Commenting on the new appointment, Santosh Kumar, Head Digital Marketing at Digital Quotient said, “We are committed to bringing the best practices and values from the industry through creativity, technology and analytics. Our Audience Marketing platform is a key division that helps our clients to reach right target audience by mapping intent, behavior and relevance and provide effective insights in digital media buying. Mr. Singh brings sound knowledge and experience of selling digital solutions to clients which will add more value to our vision and growth.”

     

  • It was concurred that brands are becoming social and digital in attitude as well as in using themedia

    SMEs deliberate on role of digital in brand building

    By a correspondent

     

    CMOs at the 10th Marketing Conclave organized by the Internet & Mobile Association of India (IAMAI), were united in their opinion that digital world is on the cusp of finally becoming the leaders in brand building. They concurred that brands are becoming social and digital in attitude as well as in using the media and all this has meant that brands have to use different tools and give up on the tenets that they hold dear.

     

    Addressing a session “Transformation in the digital age”, Priya Jayaraman,Co-founder and Business Director- Propaganda India said, “Digital medium has become the new way of doing business. SMEs are leveraging business through digital medium most. Today digital medium has changed the way business is done, it has changed the playing field”.

     

    The session saw marketing heads discuss about how brands are and should be transforming in growing digital age. “Sometimes we do not have control over digital medium. Now digital marketing has become the world of data. It has become the way of life not just the medium. The main focus for any digital marketer should be to make consumer aware that we are accessible,” added Rameet Arora, Director Marketing and PR, McDonalds.

     

    The first session had panelists discussing about the brand presence on the digital platform. According to them, the digital platform is a double-edgeds word. On one hand it can do wonders to the business while on the other it can scar the brand. The digital platform, most of them concurred, should be used to as a valuable interface instead of flooding the customer with information.

     

    Speaking at the session “Creating digital first strategies”, Namrita Sehgal,Director – Internet Marketing, Taj Group, opined, “The digital platform has provided an interface for product improvisation. Today, we are taking in to consideration what customer wants in a more effective way and digital marketing helps us to connect directly with the customer. Thanks to this interactive platform, we are able to convince the board on improvisation.”

     

    K T Poovanna, Head- Marketing, Vodafone Solutions- Emerging Markets,Vodafone Group observed, “Customers should realize that social media is not the place to lodge complaints. For that, there is dedicated customer care services.Digital platform is more for interactive interface on what the customer is looking for and how we can improvise our products.”

     

    Stressing on the importance of digital medium, Mahesh Murthy, Founder -Pinstorm said, “It is imperative for brands to create a product and services before they use the digital platform. Social media should not be used to promote a product or a brand unless the product is ready and customer service excellent.”