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Internet works for brand building, but it’s still not the mass media

by Satrajit Sen

According to Sameer Satpathy, executive vice president and head of marketing, consumer product business, Marico, internet, as a media vehicle, has so far worked well for the brand but it is still not the mass media for the company. “The potential, I see, is in mobile phone but we still are not doing enough on this,” Satpathy added while speaking at a panel discussion titled ‘Science + Art + Scale’, held at the Yahoo Big Idea Chair Awards earlier this month in Mumbai.

by Satrajit Sen

According to Sameer Satpathy, executive vice president and head of marketing, consumer product business, Marico, internet, as a media vehicle, has so far worked well for the brand but it is still not the mass media for the company. “The potential, I see, is in mobile phone but we still are not doing enough on this,” Satpathy added while speaking at a panel discussion titled ‘Science + Art + Scale’, held at the Yahoo Big Idea Chair Awards earlier this month in Mumbai.

Taking part in the panel discussion, R Gowthaman, leader, South Asia, Mindshare, said that spam is a major issue on mobile and hence marketing messages on mobile should be permission based. “Mobile is not only about voice and data and we need to look beyond,” added Gowthaman. On this, Prahlad Kakkar, founder and director, Genesis Film Productions, opined that embedded marketing messages with some usability will kill spam.

Nitin Mathur, senior director, Yahoo India, was of the opinion that the correct blend of content and programming is what consumers want when they are looking for cricket, Bollywood or news. “Advertising on internet is also content and the trick of getting these ads work lie on getting the right message across at the right time. Behavioural tapping is what internet advertising is all about but we are not doing it properly in India,” added Mathur.

According to R Gowthaman of Mindshare, addressability is the biggest issue on internet and it is mostly due to technical issues rather than creative. Addressing this, Prahlad Kakkar of Genesis Film Productions said that creative people are not highly tech-savvy. “The system has stars and as creative people, we need to invent stars or else the medium will die. Channel V started well initially but failed because they stopped addressing the TG. Hence addressability is very important,” added Kakkar.

The panel also had Sanjay Tripathy, executive vice president, marketing and direct channels, HDFC Standard Life and Graham Kelly, executive creative director at Ogilvy One as participants. The discussion was moderated by CNBC TV18’s executive producer Suresh Venkat.

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