"Print should look at digital as complementary rather than an enemy"

Industry experts believe that print and digital media are symbiotic, where campaigns and content using both media are delivering effective results

e4m by Abid Hasan
Updated: Apr 8, 2014 10:37 AM
"Print should look at digital as complementary rather than an enemy"

Digital is becoming part of the marketing blueprint of many companies, but the percentage of a marketer’s total budget going to digital is still in single digits. As per the Pitch Madison Media Advertising Outlook 2014 report, internet will grow at 9.6 per cent this year.

Print versus digital has been a hotly debated topic for long. Some publishers feel digital is overtaking print as far as editorial is concerned, but when it comes to the advertising pie, it still has a long way to go.

Sharing his thoughts on this, Tarun Rai, CEO, WWM said, “It is not necessary that the growth of one delivery mechanism necessarily causes the demise of another medium. The reality is that the number of media that consumers are exposed to now is huge as compared to a previous time.”

According to Pradeep Dwivedi, Chief Corporate Sales & Marketing Officer, Dainik Bhaskar Group, there is a clear trend of symbiotic campaigns, where print + digital is turning out to be more effective.

Manas Mohan, Publishing Director, National Geographic Traveller India and COO, ACK Media noted, “The year 2014 will see the distribution of digitised products and will also get various forms of common platforms such as Magzter. They will develop their own apps and efforts will be on brand recall and corrections.”

He added, “I sincerely believe it is because there are two level of digitisations – one is the e-commerce perspective, where more and more people are shifting. Flipkart is adding 25 per cent of books and magazines sales through e-commerce. Internet expansion, which enables a new way of distribution, and the process of buying and selling on the internet are giving a boost to the print industry.”

Digital ad spends may still show stark single digit figures – albeit slightly improving with each passing year – but the mood among marketers is upbeat, as they eye the flourishing internet industry as an effective communication channel, both for its wide reach and the heightened level of engagement it helps build for brands.

The galloping growth of technology and the meteoric rise in the number of internet users are reshaping the marketing landscape of the country, with digital gaining a foothold where broadcast and the traditional media mix used by marketers and media planners ruled so far. Along with the obvious proponents of the digital platform – that is, the e-commerce players – most other industry verticals are also jumping on to the digital bandwagon and experimenting with what clicks for their brands.

As Sam Balsara, Chairman and MD, Madison World summed up, “Print should look at digital as complementary rather than an enemy and view themselves as content providers to digital. It won’t help them expand, but will help them retain readership.”

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