In today's world, brands need to be on multiple platforms at the same time and embrace convergence of media, said Suresh Balakrishna, CEO, Brand Programming Network, at the Pitch CMO Summit 2012 – South, held in Hyderabad yesterday.
Delivering his presentation on 'Media Convergence: Is it an Opportunity to Move from Communication to Commerce?' Balakrishna said that brands need to create a meaningful dialogue with consumers at every touch-point. He said that brands should evolve by in novelty in the areas of strategic thought, technology and brand planning while focusing on new method of media measurement.
For the record, Brand Programming Network is a newly-formed media agency under the umbrella of Lintas Media Group.
Talking about the importance of digital, Balakrishna said that the young today find internet as the only medium to take them ahead. And marketers have big challenge ahead in connecting with people to make them get what they want.
“Share of mind is higher than the share of wallet,” he said adding, “We are a very young country as a state of mind and the most important thing is the content being created and the new-age devices which are being used to create that content.”
While content and technology are two challenges, the bigger question, he asked was: Are marketers evolving? He laid emphasis on openness to adoption of new media measurement systems.
He informed the audience that Touch Point, Matrix and Task Setting are three main methods which his company follows, for grabbing the attention of the consumers. In Touch Point, the consumers are being approached directly and are asked few questions about the product. The next step is to use Matrix, a software which tells areas that need focus. The final step is setting up a questionnaire, where category-based information is collected, which eventually helps marketers to set a task.
He gave two examples – Union Bank of India and Cadbury – where convergence of media was used effectively. The proposition that the Union Bank of India campaign made was of a dream enabler, where people behind the success of some celebrities were used effectively. For example, Ajit Tendulkar, who is reckoned to be the man behind the success of Sachin Tendulkar. Similarly, in an audience engagement programme, Union Bank of India used radio, television, internet effectively, to let people share their dream enablers with the world.
For Cadbury, Balakrishna highlighted the Kuch Meetha Ho Jaaye campaign, which was used across mediums. Messages were posted even on the back of railway tickets: Suhaane Safar Se Pehle Kuch Meetha Ho Jaaye. On matrimonial sites, when a successful match was found, a similar kind of message came up prompting users to have some 'meetha'. Cadbury also tied up with Reliance; whenever a new SIM card was bought, the first message the users received was: Naye SIM Connection Ki Khushi Mein Kuch Meetha Ho Jaaye.
That, he said was real convergence of media.
The title sponsor for the event was The Economic Times and associate sponsor was TV9. It was supported by Ad Club Hyderabad and Ad Club Madras.