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Good to be futuristic, but don’t forget today, say marketers

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Good to be futuristic, but don’t forget today, say marketers

The Plenary Session of the exchange4media Conclave, held in Mumbai on July 15, 2011 saw industry stalwarts like Marico’s Saugata Gupta, Aegis Media’s Ashish Bhasin, GroupM’s Vikram Sakuja and Colors’ Raj Nayak discuss the changing consumer, the evolving marketer and realigning media to meet expectations. Jagran Group was the presenting partner of e4m Conclave.

Saugata Gupta, CEO, Consumer Products-Marico, keynote speaker of the session, commenced his address by stating, “Partnerships create opportunity and more value leading to more consumption. If all of us, that is, advertisers and media work together, there will be more growth.”

According to Gupta youth is the bright future wanting to have a say in everything. This, he said, would shift the media consumption from one level to multiple levels. Marketers were moving from just a ‘talk down’ to an engagement mode. Gupta stressed, “Media should start playing the role of solution providers. Mass media is becoming endearing and personal and partnering with marketing itself.”

Vikram Sakuja, Chairman and CEO, GroupM South Asia, noted that while every speaker had shared some “lovely futuristic thoughts”, what was actually ailing us was tremendous wastage. “The question is, are we seeing marketing as an investment or cost? Before we leap forward, we need to step back and try to figure out the basics,” he said.

Giving his point of view, Raj Nayak, CEO, Colors, said, “I agree with Vikram when he says that it is good to be futuristic, but we need to look at what is happening today. What will affect the situation positively is the advertisers and us coming together. I fail to understand why marketers are not spending on platforms like digital despite knowing about its tremendous reach.”

The session also focused on how marketers were looking only at short term goals rather than working on long term behaviour. The speakers felt that clients needed to be ready to try new things. “Lazy advertising is not taking us anywhere,” the panellists said.

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