“Content needs to be sharpened for different media platforms”

Publishing brands should realise that one content strategy will not work if integration of media is on their agenda for distribution, say experts

by Priyanka Nair
Published - Feb 18, 2013 7:00 PM Updated: Feb 18, 2013 7:00 PM
“Content needs to be sharpened for different media platforms”

These are challenging times in world economics, wherein in there is pressure on time itself. With this, marketing too is witnessing a shift in its outlook and communication approach. There are two things that are changing the dynamics of marketing today – the first is technology and the second is the constant shift in consumer demands.

Consumers today want their demands to be fulfilled instantly. Considering this as the need of the hour, social media platforms are acting as communication platforms, wherein consumers can look for what they need, along with their regular personal communication. Social media is not intruding in conversations of people, but is observing their moves and helping brands reach out to them.

According to Kirthiga Reddy, Director, Online Operations and Head, Office India, Facebook, social media not only provides reach, but also helps in creating two interacting in real time and above all, it gives brands a global community to reach to on the same platform. Publishing brands can highly benefit from social media platforms from various levels – from engaging to reach, at the same.

Reddy is of the opinion that publishing brands should realise that one content strategy plan will not work if integration of media is on their agenda for distribution purposes. “Content strategy needs to be sharpened for different media platforms. It is too early for adapting this model in India, but publishing brands should soon jump in and explore the opportunity to get benefited,” she added. Educating publishing brands about these social media innovations which can help them get their integration in place needs to begin soon, Reddy stressed.

With social media comes the power of data that it can give out to publishing brands. Umang Bedi, Managing Director, South Asia, Adobe, believes that by using technology and data intelligently, publishing brand can leverage the benefits of convergence of media at its best.

Many studies show that behaviour of readers reading magazines is the same even when they are online. The challenge is how publishing brands can be relevant online differently without changing the context of their offline content strategy. With this data, reader profile can be defined even better. Google, along with the India Readership Survey, will soon work soon on bringing together publishing brands and work towards measuring digital reader traffic and also on the various other RoI factors of digital publishing media.

Punitha Arumugam, Director - Agency Business, Google India, points out that digital platforms can help in providing publishing brands information via various tools data on information such as readership profile, guide them on to optimise their display strategy and help them to host rich media content. This will thereby help publishing brands to create strategies that will help get advertisers on board for their digital platforms too.

In India, not much has been initiated by publishing brands to explore the social media and other digital platforms to create all together different content digitally. With increase in penetration of internet, regional players will soon understand the power digital and will opt for options on various platforms of this space to extend their offerings. The question that still needs to be addressed is what RoI will publishing brands get when they get into digital publishing. For now, experimenting and learning from it is the only way to get it going on digital publishing.

Kirthiga Reddy, Umang Bedi, and Punitha Arumugam were expressing their views at the 7th Indian Magazine Congress, held in Mumbai on February 14 and 15, 2013. This session was moderated by Pradeep Gupta, Chairman and Managing Director, CyberMedia.

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