Choosing a relevant platform is imperative: Vasantha Kumar

Choosing a relevant platform is imperative: Vasantha Kumar

Author | Deepa Balasubramanian | Friday, Jul 13,2012 11:14 PM

Choosing a relevant platform is imperative: Vasantha Kumar

The Association of Indian Magazines (AIM), in partnership with exchange4media, presented the AIM Engagement Survey to the media industry on July 11, 2012 in Bangalore, as part of a three-city tour.

“Magazines convey a story at its best,” said V Vasantha Kumar, India South Asia Brand and Communications Leader, IBM, when speaking at the event.

The objective of a particular brand is of extreme important when it comes to choosing a medium. Magazines help easily reach consumers in a colourful way.

Stressing on the importance of the word ‘engagement’, Kumar remarked, “The word ‘engagement’ is what the marketers have to think about. Engaging people can be done in various medium and that depends on what kind of product is being brought to the market. ”

The next point leveraged on being impactful and creative if the brand wants it to be noticeable in the market. The two keywords for getting consumers to select the brand are engagement and impact.

He further said, “It is not only about visibility but also relevence. The relevant content has to be shown to people on a relevant platform. For example, a soap brand cannot think of advertising in an automobile magazine. It is all about getting to the right people in the right way.”

In IBM, he said, everything depends on the objective. He further comments, “Most of us have grown up with magazines. The emotional attachment we have with them has driven us toward this medium and this adds to the power of the medium.”

The third and the last point he made was that digital is the next level of communication. New Media will be a big deal but still story telling is and will be the best in magazines, he concluded.

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