MxMIndia

Tag: Sales

  • An all-new week of Q&As, and most of them this week are around talent and human resources. Here’s the first edition of March 2020 of Das ka Dum with Dr Bhaskar Das. Read on…

    Das ka Dum with Dr Bhaskar Das: If you were asked by a top media group to suggest a revenue head, would you recommend an adsales honcho or someone from another field?

    Bhaskar Das
    Bhaskar Das

    An all-new week of Q&As, and most of them this week are around talent and human resources. Here’s the first edition of March 2020 of Das ka Dum with Dr Bhaskar Das. Read on…

     If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

     

    Q  If a leading media group asked you for a name for a revenue head, what kind of a person would you recommend: a career adsales honcho or someone from another field, like from an ad agency who could also work wonders?

     

    A. Any speculative question is difficult to answer as I can’t fully empathise with the cascading of choices made  by any legacy media (an assumption as you mentioned a leading  company) organisation is a palimpsest — approaches made and unmade many times, justifiably and in sync with the then prevailing realities.  Every new leader has to inject his/her acquired wisdom (experience ought to be a norm) to move the corporation to an orbit-shifting trajectory of business growth. I presume no decision is taken on archetypes of sector, company, personality etc. I am sure the dominant logic of selection would always be capabilities, empathy, leadership ability ( ability to inspire a team, problem solving ability and lead by example),  fluid business intelligence in consonance  with a constantly turbulent ecosystem, that is the hallmark of the new gig economy. Since acting mediocre is no longer an option in the 2020s, one has to act odd to stay ahead in the game. To be successful, ultimately any leader – wherever s/he is located – needs to be at Level 5 as per Jim Collins’ taxonomy of leadership style.

  • 3-city series to help marketers ‘ACT’ on Brand Safety

    MMA to address ad fraud issue via roadshows (+MxM View)

    By A Correspondent

     

    The Mobile Marketing Association (MMA) in India, has announced the launch of three-city roadshow series on ad fraud across New Delhi, Bengaluru and Mumbai. Beginning with the first roadshow on March 13 in Delhi, the series will then move to Bengaluru on March 27 and conclude on April 18 in Mumbai.

     

    Said Moneka Khurana, Country Head, MMA India: “As per the MMA India Ad Fraud Survey conducted, the top two challenges faced by marketers in mobile advertising are mobile ad fraud and brand safety. MMA is enabling marketers with the required knowhow and expertise through the roadshows to learn about brand safety and Assess, Combat and Track Ad Fraud which is slated to rise by 40 per cent in 2019 and is continuously leading to huge losses in marketing dollars spent.”

     

    As a part of the Brand Safety Council at MMA India, Partho Dasgupta, CEO BARC, said: “Ad fraud is a battlefield. MMA’s roadshow brings together all stakeholders of the business who will discuss the nuances of app-based performance marketing while highlighting the changing fraud detection landscape of India. Such a platform benefits everyone.”

     

    Added Vikas Agnihotri, Country Director – Sales, Google India, MMA India Brand Safety Council member: “In order for the free web to work, it needs to be a safe and effective place to learn, create and advertise. That’s why for several years, we’ve invested in technology, policies and talent to help fight issues like ad fraud, malware and content scammers. It is important for us to come together and work towards ensuring safeguards across the marketing ecosystem.”

     

    MxM View: While the platforms (Google, Facebook & Co) will obviously patronise practices to cleanse the system, it’s critical for advertisers (and marketers) to also agree to the rules of the game. Will they? And if they err, will the platforms expose their big-spending benefactors?