“The case for multimedia has existed since a decade,” said Sunil Kataria, Executive Vice President, Marketing and Sales, Godrej Consumer products, while speaking at The Pitch Madison Media Advertising Outlook 2013 on Friday.
Kataria shared that the number of multimedia has multiplied over the last decade, “Television and print are dominant despite so many existing multimedia. Proliferation of multimedia vehicles has happened. But what exactly have been the barriers to multimedia attaining its potential, remains the question.”
According to Kataria, the first barrier concerns advertisers and media agencies. It is very important to champion brand engagement vs. brand communication. The categories have blurred and there is lots of multitasking. Hence, there has been a shift from brand communication to brand engagement. What we still haven't followed is a brand appreciation approach. He believes that it is important to focus on how to communicate efficiently. One needs to think about this approach and define the role of each media.
The second barrier concerns advertisers. “What we miss sometimes is the absence of a big idea for a brand. The creation of a unifying big idea is often lacking. Effective multimedia requires a big idea and defined role for various media. Adaptation of each media is important,” added Kataria.
The third barrier, according to Kataria, is that FMCG advertising and marketing follows an outsourcing approach. Multimedia requires a more hands-on and localised approach. The evolution of marketing structure required to manage multimedia, hence, needs to evolve.
Kataria explained the fourth barrier to be the media ecosystem where there is a lack of comparable evaluation currently and stated, “Advertisers seek comparable evaluation metrics for investment decisions. We are still used to tracking the input metrics over what happens to the brands. Hence, finally it is about brand metrics and parameters. Multimedia is not only about science, there is a lot of art to it. We need to take non-science calls.”
The fifth barrier concerns media agencies and upgrading to a multimedia capability partner. There is not enough depth of knowledge on evolving multimedia. What needs to be done is the creation of an integrated multimedia capability organisation. It is subtle but a critical shift that needs to happen.
The sixth and the final barrier concerns media owners. “Multimedia is marketing itself wrongly. It tends to benchmark itself vs. mass media. It perceives itself as a poor cousin of mass media. There is a fragmentation of mass media leading to an increased share of marketing wallet,” added Kataria.
With an increasing realisation that life has changed and markets have changed, multimedia needs to create value and add roles for itself. It needs to carve out a relevant role in brand objectives as well as appreciate the brand requirements, customise and maybe demand a premium for that.
Pitch Madison Media Advertising Outlook 2013 was presented by ABP News.