11th Media marketing round table conference an MPG & IAMAI joint initiative

Media Contacts and IAMAI presented the 11th media marketing round table conference. In our earlier piece we had talked briefly about the schedule of the program and the people present at the conference, here is a detailed report. Digital is on everybody's mind but the big question is how many clients actually use it effectively or for that matter use it at all. To share the industries insights on these lines the topic of the discussion was "Navigating today's Complex & Treacherous Digital Waters: A conversation"

The times have changed and it is important to maintain the pace with it. Therefore Anita Nayyar- CEO Havas Media South Asia threw light on how advertisers are now looking at Media investments. She took the audience on a nostalgic journey of media in the yesteryear's to media today. She elaborated the same by sharing various examples of programming on television and radio like Malgudi days, Mahabharat, Doordarshan, Ameen Sayani's association with Binaka Geetmala. She says, "Times have changed significantly and media today has become more measurable, experiential, diverse, intimate and adaptable"

With so much fragmentation in media and the availability of diverse mediums she as a media specialist was concerned, as to how much data and measurement will TAM or RAM provide. Her argument was today marketers and advertisers are trying to reach the consumers through various touch points which is playing different roles across the stages of purchase.

Today brands are trying to create a whole new brand experience through various media and the classic example being of Nokia 5800. Choices have broadly exploded in the media space like

a. TV channels are catering to various genres, mentalities and regions.

b. Print is also diversifying 40% of the newspapers are registered from Uttarpradesh.

c. We produce more regional than Hindi films

d. Internet is catering to the diverse Indian with various local languages

The above facts states that, now it has become MY media and MY time and the media stays with me wherever I am, I can be reached anywhere by mediums like mobile and internet. In short Media is breaking all the rules of the game.

"Earned media is the new animal and today 35,000 brands who spend more than 1 crore rupees in India are paid media", stated Rajeev Bala- Managing Director, India & SE Asia Media Contacts. He elaborated on the relevant and meaningful ways of analyzing media investments today.

He explained the whole theory with four points of metrics which can be very useful for the clients:

a. Share of brand search

b. Google domination quotient

c. P/E ratio, price by earnings ratio

d. Brand buzz imagery

He believes that "At the end of the day all these things tell you what people think about you"

The whole idea was to explore and discuss the opportunities that are provided by the digital medium which is in its growth phase right now in India