When Ashok Venkatramani took the stage to give closing remarks at the launch of the Businessworld Marketing WhiteBook in Gurgaon, the first thing he said is he is feeling happy that he doesn’t have to debate against any broadcaster or Multi System Operator. He was happy that he was invited to speak about marketing which he likes.
The CEO of MCCS which runs ABP News shared three different key points on how brands should market to keep themselves alive and relevant in this changing environment.
He highlighted the current scenario of broadcasters in terms of reach. He said, “In today’s world we all are struggling to get reach we do not know whether we need to go out and capture the reach or we need to modernise and move with the time.”
The three mantras from Venkatramani are:
Chase profiles & not eye balls
A lot of brands say they need TG SEC AB+. Brand managers are quite comfortable not diving deep and defining far more sharply what is the kind of profile they want. “Broadcasters are even more notorious, we don’t know the kind of profile we are generating because there are people happily paying us for those eye balls. But this fundamentally has to change, fundamentally brand has to start to define their profile far more sharper because the day is not very far off when profiles are going to be sold.”
That’s what Google is doing, they are selling profiles, because Google is selling profile in that market a brand can pin point and target the audience.
“When this happens remember that the measurement is going to be perfect and return on investment is going to be very good and this can only happen when brands can start defining their profiles much sharply.”
People don’t want to see advertising
There is another phenomenon people don’t want to see advertising they just zap it. And one of the problems with advanced technology is that they give the viewer an option to zap their ads. The problem is in an environment where viewers have the tendency to zap, they do not like any interruption while watching an engaging content. What should brand do in a situation like this?
He suggested, “Brand should leave 30 seconds ad format and start integrating themselves. Start integrating in content and brand preference.” He admitted this phenomenon is now catching up. Brands are leaving 30 seconds and integrating with content because they believe that engagement is there. This is happening in movies, television and in music content. Brands have to start thinking beyond communicating through print and other mediums.
He personally doesn’t believe that creativity is going to die but he thinks creativity is going to be far more challenging in the days to come. He said, “The communication in creative should hold the consumers in the first five seconds in a thirty second commercial.” He concluded by saying brands need to see how they engage with the consumer and move beyond the standard media vehicles.