Campaign India Team
Jan 11, 2010

Ignitee, IAMAI meet discusses social media opportunities

Ignitee Digital Solutions and the Internet and Mobile Association of India (IAMAI) recently organised a panel discussion that aimed to share insights on the theme 'How to use social media to build your brand'.

Ignitee, IAMAI meet discusses social media opportunities

Ignitee Digital Solutions and the Internet and Mobile Association of India (IAMAI) recently organised a panel discussion that aimed to share insights on the theme 'How to use social media to build your brand'.

The line up of panelists comprised Sanjay Tripathy, executive vice president – marketing, HDFC Standard Life Insurance, Abdul Khan, CMO, Tata Docomo, Quateel Ahmed, senior VP – advertising, SKumars, Rammohan Sundaram, founder, CEO and MD, Networkplay.in, Vijay Iyer, director, strategy and brand solutions, Komli Media and V. Ramani, vice chairman, Ignitee Digital Solutions.

The discussion, aimed at highlighting the opportunities for social media in the current scenario, was moderated by Atul Hegde, CEO, Ignitee Digital Solutions.

The panel discussed, at length, the efforts that advertisers and digital marketing firms are going to put in for corporates to take notice of this medium and engage in it more seriously. The other aspect of the discussion was to set up a measurement system for showcasing the effectiveness of social media and eventually monetising the medium. Discussing the significance of this medium, the panelists also
explained how social media is an expression of a particular brand.

Said Ramani, “As we enter this new decade, it has become essential to communicate the growing prominence of social media going forward. The aim of the discussion was to showcase the underlying opportunities associated with this medium. Also, to awaken organizations towards the tremendous potential social media can offer in expanding brand presence in an economical manner.”

Tripathy insists, that as much as social media is important for brands to reach out to consumers, each brand must first decide whether social media like Facebook, Twitter, among others are required, in the first place. He added that different brands have different needs and the key to using social media is to create an effective consumer engagement experience. He urges advertisers to be clear about the objectives that their social media strategy aims to achieve.

In Iyer's opinion, social media is a way to create an environment of people that a user knows and is comfortable with. Hence, it is necessary to look at creating brand experiences by keeping this in mind. Iyer is of the opinion that consumer engagement on social media needs innovation for effectiveness and that evolution of advertisers is the key to move forward.

Sundaram's key insight for advertisers was to trust social media, while investing in it. Agreeing with Iyer, he too was of the view that innovation on the social media platform is the need of the hour, which made building brands on social media more challenging.

Khan said that while digital advertising is very important, it is very necessary to keep in mind a consumer's privacy. He was of the opinion that the consumer interaction should be seamless and should not be intrusive while users are socialising with friends online. If this is taken care of, the medium will be monetised on its own, he said.
 

Source:
Campaign India

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