MxMIndia

Tag: change

  • The respondents feel that they almost influence consumer choice, human rights and social change, politics and policy making and corporate governance

    [PR Channel] Social media empowers to changes the world, says youth

    By A Correspondent

     

    In a nationwide survey conducted amongst the youth of India, nearly 76 per cent believe that social media empowers them to bring change to the world. They are convinced that causes for women and movements against corruption can be driven through this medium that is now growing as a source for information. In fact, as many as 28 per cent source information from social media sites whereas around 54 per cent prefer a mix of print, television and social media.

     

    With a sample size of 1200 in the age category of 18 to 35 years, covering the major cities of Delhi (NCR), Mumbai, Kolkata, Chennai, Hyderabad and Bangalore, the survey titled Youth in the day and age of Social Media conducted by Indiabiz News & Research Services, clearly shows that the youth feel empowered by the ability to express themselves and make their own choices.

     

    The respondents indicated that while they primarily engage in this space to connect with peers and garner information, they also feel that they almost influence consumer choice, human rights and social change, politics and policy making and corporate governance.

     

    What in many ways rebukes those who think that the youth believe only in symbolism, best described by clicking on the ‘like’ button for a Facebook group, about 70 per cent believe that ground realities cannot change by merely being part of a group. A lot more work on ground is needed.

     

    These trends are obviously turning into being areas of concerns for politicians and even corporations (who now engage a lot in this space). What would be a cause of concern for them is that anti-corruption has emerged as the most prominent social cause endorsed by 32 per cent of the respondents and 35 per cent of the youth saw protection of the girl child and violence against women as a significant issue.

     

    The power of this space, even though it cannot be measured in a comprehensive manner, is indicated by the increasing number of hours spent by the youth there. An India Biz survey conducted a year ago stated that this age group spent about an hour on social media sites. Now the time spent is one to two hours. And the advent of smart-phones, according to 82 per cent of the respondents, has helped increase connectivity.

     

     

    What is evident is the growing sense of empowerment that the youth of India feel with social media. They choose their friends, determine which group they should be associated, pick information that they think matters to them, influence public debate and reject or accept icons or leaders. As stated in one of the many comments, ‘Social media can always create revolutions – positive or negative is upon its moderator and how the debate evolves.’

  • The theme of AdAsia – Uncertainty – underlines the need to keep up with change if one is not to be left behind. Industry attendees weigh in.

    AdAsia: Change, the only constant

     

    By Shruti Pushkarna and Tuhina Anand

    [youtube width=”400″ height=”300″]http://www.youtube.com/watch?v=VswkUKXre-I[/youtube]

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

     

    The AdAsia 2011 conference opened to a jam-packed hall at the Taj Palace yesterday in New Delhi. Welcoming over 1200 delegates, Minister for Information and Broadcasting Ms Ambika Soni said who else but the government of India could understand the theme of this conference better, for which “uncertainty is truly the only certainty”. Going further with the Minister’s perception of change being the only constant, MxM India’s Shruti Pushkarna and Tuhina Anand caught up with a few delegates to see what ‘Uncertainty: The New Certainty’, the theme of this edition of AdAsia meant for them and their respective businesses.

    Through the sessions, speakers and delegates seemed to be in general agreement on how the world is changing rapidly, especially in terms of technological advancements, and it is the pace at which one adapts to this change that will determine how successful or unsuccessful one is.

     

    Michael Roth, Chairman and CEO, Interpublic

    Michael Roth, Chairman and CEO, Interpublic said that the focus is on change, and with the global economy changing, the highlight of this conference is the need to stay ahead of the curve in terms of new technology and new economies. While Piyush Pandey, Executive Chairman & Creative Director, South Asia Ogilvy & Mather also agreed that the focus of the theme is about keeping our minds open to change, he added, “It does not mean that you have to change tomorrow morning… but prepare yourself for the change, if you are not ready for it, you will get left behind.”

     

     

    Tom Doctoroff, JWT North Asia Area Director Greater China, CEO

     

    Tom Doctoroff, JWT North Asia Area Director Greater China, CEO, however also put some stress on consistency. He said while the theme of the conference might be provocative, we have to acknowledge that which remains timelessly true, like robust brand equity and big brand ideas.

     

     

     

     

     

     

     

    Vikram Sakhuja, CEO, GroupM South Asia

    Vikram Sakhuja, CEO, GroupM South Asia put it in simple terms, saying, “Uncertainty is the new certainty in the context of marketing primarily because communication to consumers has moved from a sequential, controlled, advertiser talking to consumer, to much more devolved, fluid and instant conversation with a consumer”.

     

     

     

     

     

     

     

    Ravi Deshpande, Chairman and CCO, Contract Advertising

    Talking about the correlation that the politico-social world shares with the sentiment or the idea of a brand in a consumer’s mind, Ravi Deshpande, Chairman and CCO, Contract Advertising said, “…You are bound to have an impact on marketing or advertising when the world around us keeps changing… if the world is uncertain, so are we in our business.”