Home >> Digital >> Article Presented By, IDMA - Mathrubhumi.com presents e4m's IDMA 2018, gold partner - Republic TV           Techमंच - exchange4media presents Techमंच - Digital Conference 2018, gold partner - Mathrubhumi.com

Paid & owned digital media more sustainable than social

12-June-2013
Font Size   16
Paid & owned digital media more sustainable than social

‘The best things in life are free’ seems like an adage that was made keeping in mind social media. While the platform is not free technically anymore, it is definitely cost effective and has become the digital marketing hub that marketers now exploit to the fullest.

With marketers warming up to the social world, the grey area has been transferred to paid and owned digital media. Brands manage to create digital presence through owned media options such as official micro sites, SEO and SEM campaigns, however, most of these digital initiatives fail to transform into meaningful communications.

Digital briefs right now usually come on the lines of creating a viral piece of content or getting a million likes! To give the right brief, marketers need to understand digital beyond social media.

Understanding paid and owned media
Paid and owned digital marketing medium consists of options such as display ads, retargeting, dynamic creative optimisation, audience targeting, SEO, SEM, banner ads, SMS marketing, email marketing and a lot more. However, most of these options are not used on the basis of requirement, but for the sake of completing the digital mix.

“The way brands need to approach digital is to define the end objectives and these can’t be engagement on social vs. RoI on search. A brand should rather state its objective, for example, ‘Use digital media to increase the brands consideration among TG’ or ‘Use digital to enhance the lead funnel for offline conversion’ or ‘Use digital to drive online sales’, said Sabyasachi Mitter, MD, ibs.

Paid and owned media are more of a permanent nature. While most brands still go with the campaign approach, brands such as Tata Tea and Harley Davidson have managed to create platforms that promote their brand message continuously on a larger scale.

Tata Sky’s ‘Jaago re’ campaign has an official website which allows people to register their petition and gain votes for it. Harley Davidson, on the other hand, promotes the feel and experience of its bikes to consumers through various features on the website.
 
Unlike social media, paid and owned media has no brand ambassadors; thus, it is very difficult to create awareness about the engagement that one can create through these options. Also, paid and owned media, when used strategically, help in creating a web of communication that taps all touch-points.

“Today display advertising has advanced, giving marketer options with a mix of audience data platforms, widely known as behavioural targeting, retargeting with/without dynamic creative, search retargeting, etc. This will help a marketer target its relevant audience and deliver better results vis-à-vis to plain vanilla display ads. Display ads on websites offer highly engaging content, viz. vertical sites; it might not necessarily deliver the same results, but helps in brand awareness,” explained Pritesh Patel, Managing Director – India and Middle East, Komli Media.

While social media creates engagement and recall, paid and owned digital media gives sustainability. Brands need to get out of their campaign approach towards digital and keep elements such as search with an ‘always on’ approach, said Vineet Gupta, Managing Partner, 22feet.

The way forward in digital is to maintain balance between social media and paid and owned media. Elements such as social media pages and search can help in giving sustainability and display ads, apps games, video ads can be campaign based. 

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

A total of 183 advertisements were picked up by ASCI’s Suo Moto surveillance

Communication experts say that the recent Airtel controversy on Twitter is a lesson for consumer-facing brands to rejig their customer support and make it more apt for social media

The movie has been trashed by critics and movie-goers alike. We find out how this dents the brands associated with the movie.