Media, advertising and journalism institute Futuristix Media Communication Centre (FMCC), and Cross Border Media (CBM) had organised a conference on ‘Monetising your new media platforms’ in the Capital on November 29. Eminent speakers at the daylong conference voiced their opinions on opportunities new technology offers to the media, advertisers and clients, as well as new challenges for traditional media and advertising models.
A session on advertising dealt with the topic ‘Approaching digital media and marketing, offering portraits of success and models for pushing the envelope still further’. The session was moderated by Rohinton Maloo, Managing Director, Cutting Edge Media Ltd, while Vinod Thadani, Senior Director, GroupM Interaction; Anisha Motwani, Senior VP-Marketing, Max New York Life; and Mohit Dhar Jayal, Managing Director, Wieden + Kennedy Delhi; gave their views on the subject.
Motwani threw some light on General Motors’ approach to digital media, where she has spent three years. As is known, she will be joining Max New York life as Senior VP-Marketing with effect from December 3. She said, “Digital media is an integral part of General Motors’ media mix. About 10-12 per cent of advertising revenue is spent on the digital medium. The strategy at General Motors is defining measurable objectives for each campaign. It is important to segment digital media as per objectives, which depend on what your marketing objectives are.”
She elaborated on the case study done by General Motors for its brand Chevrolet SRV, for which a site, www.srvchillzone.com, was created. “We had 66,000 visitors on the site; 51,000 were repeat visitors and there were 4,709 clicks for test-drives. The result was phenomenal as we sold 600 cars in just three months.”
According to Jayal, “We should fear the web as a marketer. In India, we want marketers to educate and judge what’s phenomenally good. We need to build good content and good communication through advertising in traditional media. Also, investment in people is essential. There is nothing you can do to manipulate your message across consumers. It’s important that a client should allow a creative agency to help shape the content. However, business models and RoIs should not be ignored. One needs to take the brand and marketing presence out of the way for people to react to it.”
While talking about changing media landscape into mobile, GroupM Interaction’s Thadani said, “Consumers will decide which medium they want to choose. Technology is the main enabler of mobile. Customers need to take part in the value chain. The advantage of the mobile medium is that it communicates on a one-to-one level and is thereby interactive.”