How would you draw a contrast in the advertising world in developed markets like US and Europe vis-à-vis developing markets like China and India?
Developed markets like Europe, America are very mature compared to developing markets like India which is not mature yet. And in advertising industry, like any other industry, the growth slows down in a mature market while in the case of developing markets like India and China have huge opportunity to grow in many sectors not just in advertising. But in developing markets they also skip many steps. They don’t have a legacy like developed markets.
One thing I would specifically like to point out is that India has a huge talent when it comes to creativity and it’s not by merely by chance. It is because there is such an eclectic mix of people from different religion and different culture.
What do you think about Social media as a tool to enhance brand image? How important and relevant is it in today’s scenario?
For the successful use of social media it is very important that brands understand the nature of this medium. It is much more influential than the traditional mediums. When you are going to buy any product you always ask your friends, families, colleagues and other acquaintances. Thus social media depicts a stronger influential power on potential consumers.
Also the success of a social campaign depends a lot on the idea that you are using to push the particular brand. Social media is not just about posting a comment, video or picture about the brand. It is about using the medium in a way that delivers best for your brand.
We always talk about the positive impact that the social media can have on any brand. But it is also an undeniable fact that if something goes wrong and it catches-on on social media, it can do some irreparable damages to the brand image and within a very short span of time. What is your take on that?
Absolutely, I completely agree with you. And you know what it is unavoidable. It doesn’t matter what you do, social media is there talking about your brand. Whether it is villages or online people will always talk about you, good or bad. So it is important to actively manage your social media to know what people are talking about your brand. But, generally, what happens is brands start on social media pretty enthusiastically and go on for two to three months. But slowly the activity on the medium decreases. But unless you are actively involved in managing your network round the clock, it will not pay you back. A classic example is that of Dell Computers in America. One consumer had a bad experience with Dell Computers and he just blogged and blogged about it. It escalated started from online then the newspapers started talking about it and then he came on CNN news and it became a huge issue for Dell. A lot of people who were facing similar issues with Dell computers surfaced and started talking about it.
So, what do you think what should brands do to tackle such issues?
The challenge for brands here is to get involved with people through various medium. People are always talking about your brand, so listen to them. Listen if they are having any problems with your brand. Interact with your consumers at a more deeper level. That is the only solution.
Apart from social media, what are the other platforms you think that will be important in brand communication in coming years?
Social media is the most powerful tool we have. What else do you want? And I would like to say here that social media is not just about Facebook, it is much bigger than that. And Social media is the most important medium for brand communication.
Being the head of a media innovation company, what do you think what is the biggest challenge that you have to face in developed markets?
I would say the biggest challenge in the world of advertising in developed markets is to bring any sort of change. On the contrary, it is always easier to make any changes in a developing market like India or China. So I would say the difficulty to bring about any change in the process and thought is the biggest challenge in developed nations.
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