In a rapidly changing digital landscape, marketers must re-think the roles that their brands play in consumers' lives – and how they bring those roles to life across platforms and touchpoints. To be effective, they need a means of targeting consumers with seamless, relevant experiences as they move between devices; they need a deeper understanding of the emotions their brand experiences generate, and they need the capacity to respond to these insights in real-time. In other words, they need research that adapts to the new marketing agenda.
We asked media owners, media planners and marketers to talk about the issues that research must help them address this year. Here are the challenges topping their list – an agenda for marketers and market researchers in 2016:
Delivering meaningful personalisation
Mastering social media experiences
Judging the right moment to engage
Fusing data with strategic thinking
Taking a holistic view of consumer experiences
Tweet thisWhat do meaningfully personalised consumer experiences look like in 2016? Consumers quickly get frustrated by clumsy use of personal information or behavioural targeting that defines them on the basis of a single action and bombards them with often irrelevant or outdated messages. They start to feel deeper discomfort when those messages follow them insistently around their digital lives. At the same time though, they expect their brand interactions to reflect increasingly personalised digital media experiences. How can marketers stay relevant without leaving their audiences feeling uncomfortable?
Tracking individuals across different devices is both technically difficult and vulnerable to regulatory challenges. However, as Sameer Desai of Mundipharma explains in this interview, there are other ways of delivering relevant content to consumers. By combining in-depth consumer segmentation with programmatic targeting techniques and look-alike models, marketers can ensure that they are targeting only those people who are genuinely interested in and open to spending more with their brand. Applying such data-driven targeting has enabled Holiday Inn Hotels to drive uplifts in conversions of more than 500%.
Authored by Rosie Hawkins, Global Director of Client Solutions
Turner India has appointed Deepa Sridhar as Head of Turner Corporate Communications and CNN Marketing for South Asia starting on April 11, 2016.
Based in Mumbai, Sridhar is responsible for overseeing corporate communications for Turner India and all communications for Turner India’s kids, entertainment and news brands in South Asia including Cartoon Network, POGO, Toonami, HBO, WB and CNN International. Sridhar will also oversee CNN affiliate and brand marketing in the region. She will support Siddharth Jain, Managing Director of Turner India, and his senior leadership team on all communications initiatives.
Sridhar reports to Gregory Ho, Vice President, Corporate Communications and Marketing for Turner Asia Pacific. “Deepa is a seasoned communications professional with an impressive track record and in-depth understanding of the South Asia market. 2016 is a hugely important year for Turner given the high interest in the US Presidential elections, the Olympics in Rio and the European Championships in France on the news front, while we will also launch the new Powerpuff Girls and Ben 10 cartoon franchises globally, as well as a host of new initiatives for our entertainment brands. Deepa joins us at a very exciting time and will be a valuable addition to our team of communications professionals, building upon the strength of the Turner brands in the region,” said Gregory Ho.
Prior to joining Turner India, Sridhar was Director, Corporate Communications, South Asia, for J. Walter Thompson.
Sweeps the Broadcaster ABBYs with tally of 13!
The Star India Network had a rich haul of 20 metals at the prestigious ABBY Awards held at India’s advertising, media and marketing convention, the Goa Adfest 2016. The ABBYs recognized the excellence of Star India network’s campaigns by awarding 13 metals in the Broadcaster category alone, with another four in Creative and three more in the Media categories.
Star Sports’ memorable "Mauka Mauka" campaign for the ICC Cricket World Cup 2015, which became a nationally trending conversation piece, won Gold in the Broadcaster category group. The network bagged a total of 6 silvers (3 in Media, 2 in Broadcaster and 1 in Creative categories) with “Mauka Mauka” winning three silvers for Best Use of Digital as a Medium; Best Use of Social Media and for Integrated Advertising, and Siya Ke Raam - Dhanush Yatra of Star Plus winning a silver for Best Use of Special Events & Stunts / Live Advertising (Media); Star Movies Select HD's Select Sundays Nostalgia and the Book Adaptations campaigns winning a Silver each for Best Movie Promo by a TV Channel (Broadcaster).
Another 13 metals (bronze) across Broadcaster (10) and Creative (3) completed the impressive medal tally for the network, which won the highest number of metals amongst all broadcasters in the fray.
The list of winners:
|Sr. No.||Metal||Channel||Entry Name||Category Name||Category Group Name|
|1||Gold||Star Sports||Mauka Mauka - ICC Cricket World Cup 2015||Best TV Sports Channel Programme Promo||Broadcaster|
|2||Silver||Star Sports||Mauka Mauka - ICC Cricket World Cup 2015||Best Use of Digital as a Medium||Media|
|3||Silver||Star Sports||Mauka Mauka - ICC Cricket World Cup 2015||Best Use of Social Media||Media|
|4||Silver||Star Plus||Siya Ke Ram - Dhanush Yatra||Best Use of Special Events & Stunts/Live Advertising||Media|
|5||Silver||Star Movies Select HD||Select Sundays Nostalgia||Best Movie Promo by a TV Channel||Broadcaster|
|6||Silver||Star Movies Select HD||Book Adaptations||Best Movie Promo by a TV Channel||Broadcaster|
|7||Silver||Star Sports||Mauka Mauka - ICC Cricket World Cup 2015||Integrated Advertising||Creative|
|8||Bronze||Star Movies Select HD||Star Movies Select HD Launch||Best Launch of a TV Channel||Broadcaster|
|9||Bronze||Star World||Quantico||Best Launch of a TV Programme Using Multimedia||Broadcaster|
|10||Bronze||Star Movies||Oscars - Dentist||Best TV Reality Show Promo||Broadcaster|
|11||Bronze||Star Movies||Oscars - Kitchen||Best TV Reality Show Promo||Broadcaster|
|12||Bronze||Star World||Masterchef @ 9 - Clock||Best TV Reality Show Promo||Broadcaster|
|13||Bronze||Star Sports||Hero Indian Super League||Best TV Sports Channel Programme Promo||Broadcaster|
|14||Bronze||Channel V||Mastaangi||Best TV Fiction Promo||Broadcaster|
|15||Bronze||Hotstar||Is Pyaar Ko Kya Naam Doon - Ek Jashn||Best TV Fiction Promo||Broadcaster|
|16||Bronze||Star Plus||Aaj Ki Raat Hai Zindagi||Best Original Music Promo for a TV Program||Broadcaster|
|17||Bronze||Star Plus||Aaj Ki Raat Hai Zindagi||Best TV Program for Cause Related Marketing||Broadcaster|
|18||Bronze||Star World||The Quantico Times||Public Relations: Media & Publications||Broadcaster|
|19||Bronze||Star World||Masterchef Australia - Serving up a Gastronomical Delight||Public Relations: Events & Experiential PR||Broadcaster|
|20||Bronze||Star Jalsha||Packets of Change||Brand Activation - Corporate||Broadcaster|
Today, with media communication taking up the spotlight, this offers a huge careerscope for students. By opting for this route, an array of career options unfolds.
Indian media industry is growing rapidly and creating place for itself in international markets too. Film, television, advertising, public relations - havewitnessed a remarkable growth in last few years. With the appearance of the internet, other areas have popped up - like digital marketing and content writing.
It has indeed been a long journey for media industry with many a twist and turn. Presently, media industry has reached a level where it has been creating jobs for many people. It is considered as one of the most glamorous and lucrative career options. This field offers challenges and opportunitiesfor those looking for work in unconventional areas.
In fact, Media is one of the most powerful tools to educate people and even bring about behavioral changes. A career in this field offers ample job opportunities and growth.
If communicating effectively is one of your strengths, you can surely opt for this course.First and foremost, all aspiring media professionals must be excellent with communication - the spoken and written word.
Let's check out the top 7 promising career options in the media industry:
Career as Journalist:
Here you can choose between print, electronic or online media. You can become a Journalist or News Anchor for TV or Radio. A print, broadcast or online journalist presents news on television, radio, newspapers, magazines or on news websites. The broadcast area – the role of a News Anchor a glamour quotient attached! Their job is to give you the updates and stories on what is happening across the country and also around the globe. Their main work profile is to compile all news and present it in a very simple but effective manner.
Career as Advertising professional:
Advertising is about brand communication. And, the purpose is to sell. It’s like you’re talking to someone, convincing him/her to buy your product. In this case, it may also be in an online ad too. You’ve just got to remember that no matter what medium you use, you’ve got to be persuasive, you’ve got to be liked, and you’ve got to make sense to the consumer!
The world of advertising is exciting and there are different areas that you can choose from: Account Servicing, Account Planning, Creative Services, which includes Copy Writing and Art Direction. You will getinvolved in new product development, product launches, advertising communications, consumer research, packaging updates and consumer promotions. And some of the roles that open up are – Client Servicing Executive/Manager/Director, Copy Executive/Manager, Creative Director, Account Planning Executive/Manager/Director.
Career as Public RelationsProfessional:
Public Relations involves monitoring and evaluating public attitudes and maintaining mutual relations and understanding between an organisation and its publics, which could include shareholders, government, consumers, employees and the media.
Public Relations managers are in demand in all media houses, big corporates and even in public and private sectors. They are responsible for brand building and effective communication. Public image is important to all organisations and prominent personalities. Here, a recent entrant is Celebrity Management. Many hotels, travel agencies and private consultancy firms hire PR managers to build an image for their companies and to increase clientele.
The role of a Public Relations specialist is vital in crisis situations when correct and timely transmission of information can help save the face of the organisation. Remember Maggi?
So, you can move up from a PR Executive to Manager to Director; or you could get into Media Relations too.
Career as a Marketing/Brand professional:
Marketing and advertising careers are just as dynamic and diverse.
Marketing is a form of communication between brands and their customers with the goal of selling the product or service. Communicating the value of the product or service is a key aspect ofmarketing. You get into the planning and execution of marketing plans for many leading Indian and international brands. Marketing careers are ever-evolving with the growth of new media and online opportunities. The world of advertising also has to keep up with the times and provides a stimulating, fertile environment.
The career options are: Marketing Executive/Manager/Director or you could be a Brand Manager too.
With the onset of technology, the digital marketing landscape has emerged and you can fit yourself here too. Marketers are faced with new challenges and opportunities in thisdigital age and you can enter this world, and explore new ways to promote brands.
Career as Script Writer:
With television serials grabbing eyeballs and ads trending, many young people do want to get into such creativity.
You can become a Script Writer. We all know that a script is the soul of any programme or movie. We can't imagine any TV show, movie or even an ad without a good script.
A script writer is not even responsible to write script but also responsible to develop storyline, create characters and write dialogues. To become a good script writer one has to be a good observer and learner, and should have the ability to develop ideas from day-to-day life to unfurl the requirement of the story. The success of any movie or TV show depends upon how well the script is written.
So, if you think you have the creative streak, go for it!
Career in Events Management:
Event management is a fast moving industry today, with events being hosted almost daily – like the shaadis, bachelor/bachelorette parties or birthday parties. So, making a career in event management is a good choice.
Organizing a perfectly synchronized, well-planned, well-conducted and memorable event, requires the supervision and services of well- trained and experienced event professionals.
The success of an Event Manager depends upon how well he organizes the event and how effectively he is able to achieve both event and marketing objectives.
The roles that you can take up are in marketing and planning of event, operations and logistics and even handling the PR for the event. It will keep you on your toes, for sure.
Career as a Content Writer:
A website content writer or web content writer is a person who specializes in providing relevant content for websites. Every website has a specific target audience and requires a different type and level ofcontent. Content should contain words (key words) that attract and retain users on a website.
This involves writing content for online sites on a variety of topics. It may also involve creating blogs and maintaining a regular flow of content to different blogposts. Content writers produce the content for many different types of websites, social networks, e-commerce sites, news aggregators and college/company websites.
Authored by Prof. Ramola Kumar, Dean, Delhi School of Communication
· Mr. Rohit Gandhi appointed as Editor-in-Chief of DNA
· Mrs. Shreyasi Goenka takes the responsibility of Content Advisor
Zee Media Corporation Limited (ZMCL) today announced that Mr. Rohit Gandhi who is heading ZMCL’s English News Channel – WION as Editor-in-chief, will additionally take over the role of Editor-in-Chief of DNA, its leading English mainline daily. Additionally, Mrs. Shreyasi Goenka, who has been mentoring the content at DNA for a while, will now take the responsibility of Content Advisor and will guide all functions of DNA. Mr. Uday Nirgudkar who has been heading DNA along with Zee 24 Taas, will now continue to lead Zee 24 Taas as its Business Head.
Commenting on the new leadership, Dr. Subhash Chandra, Chairman, Essel Group & Zee Media Corporation Limited (ZMCL) (@_SubhashChandra) said, “One of our Vision 2020 goals is to become a leading global media conglomerate which is hugely dependent on our ability to create an organization that has the capacity to achieve its desired aspirations. We believe that the convergence of our media businesses i.e. television news and print platforms is an opportunity that will help us to achieve this organizational aspiration. With Zee Media’s ambition to get into English News broadcasting, both the brands put together give the organization an opportunity to serve our audiences better.”
Mrs. Shreyasi Goenka, Content Advisor, DNA (@anvivud) said: “Since its launch in 2005, DNA has become the preferred choice for India’s young and dynamic readers. We have been continuously innovating with offerings like ‘I Am IN - dna of India’, a technology enabled initiative, that promises to enlighten, engage and empower citizens of India in getting involved in the cause for better governance. We are confident that this new seamless organizational structure will bring in fresh insights and views, thus helping us to leverage resources more effectively and in maximizing our market potential.”
Speaking on his new appointment, Rohit Gandhi, Editor-in-Chief, DNA and WION (@rohitgandhi_) said, “We are moving to expand our coverage and the editions of DNA. It is a great opportunity for us to bring more textured content from all parts of India to give our readers a far deeper understanding of India and the world. I look forward to working with Shreyasi in building an insightful newspaper."
The new appointments will come into effect from April 7, 2016. All editorial functions will henceforth report into Mr. Rohit Gandhi.