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Рrоjесt Rероrt
EMERGING TRENDS IN ADVERTISING 2015
Submitted in partial fulfillment of
MBА M&S
Sеmеstеr II
Аmitу Business Sсhооl
Аmitу University
(2014-16)
Submitted tо: Submitted bу:
Ms.VАRSHА KHATTRI RATAN KUMAR.
MBA M&S SEC D 42
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Асknоwlеdgеmеnt
It is my рlеаsurе tо bе indebted tо various реорlе, who dirесtlу or indirесtlу соntributеd in thе
dеvеlорmеnt оf this thеsis аnd whо influеnсеd my thinking, bеhаviоr аnd асts during this реriоd.
Wе еxtеnd оur sinсеrе аррrесiаtiоn tо Ms. Vаrshа Khаtri whо рrоvidеd hеr vаluаblе
suggеstiоns аnd рrесiоus timе in ассоmрlishing оur рrоjесt rероrt.
Lastly, we would like tо think thе almighty аnd оur раrеnts fоr thеir mоrаl suрроrt аnd оur
friеnds whоm we shаrеd оur dау tо dау еxреriеnсе with аnd rесеivеd lоts оf соnstruсtivе
suggеstiоns thаt imрrоvеd thе оvеrаll quаlitу оf оur wоrk.
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INTRODUCTION
ADVERTISING
History
Advertising is one of the key activities for potential business
and is equally important as producing something using raw
material, or as capital, manpower, planning, organizing etc.
products or services. Publicizing that the business offers to the
targeted customers is called advertising which forms the
integral part of marketing, and an essential precondition for
selling. Advertising is done with vast population and requires
organizing and applying human skill and talent and
technology backed media.
Advertising companies use multifaceted talents and ideas to carry out successful campaigns.
With huge innovative development of electronic media, advertising has grown as an organized
industry, offering a lot of employment opportunities. Indian Advertising Industry has been
reshaped by regulatory and technological changes over the past times as before it did not have
many opportunities. With the advent of radio, TV, Print and outdoor it has been able to gain
much potential. The development involved the deregulation of FM radio, Direct to Home
broadband, the implementation of conditional access system (CAS)and foreign direct investment
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has made the industry much faster than before. Indian Advertising industry is increasingly
attracting the attention of many foreign Companies and communication agencies, by opening
business avenues for the small and medium marketing agencies in India.
After facing rugged recession, the Indian advertising industry must now begin to look at ways
and means to rejuvenate its sagging market share, according to industry experts. After growing at
nearly 20 per cent year on year for five years, the advertising market dipped in 2009 by as much
as 10%. Just 0.4% of GDP is contributed by advertising market. Its time to grow now and make
up for the lost time with sharp strategies and plans to develop brands, markets, creativity, media
markets and research according to researchers.
Brief introduction
Indian advertising industry is talking business today and has
evolved from being a small-scale business to a full-fledged
industry. It has emerged as one of the major industries and
tertiary sectors and has broadened its horizons be it the creative
aspect, the capital employed or the number of personnel
involved. Indian advertising industry in a short span of time has
carved a niche for itself and placed itself on the global map.
Indian advertising Industry which has an estimated value of Rs.13, 200-crore has made jaws drop
and set eyeballs gazing with some astonishing pieces of work that it has given in the recent past.
The creative minds of the Indian advertising industry incorporates have come up with some
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mind-boggling concepts and work that can be termed as masterpieces in the field of advertising.
In the year 2009 the industries attrition rate is as high as 20-25 % which was sober in that sense.
According to industry executives the attrition rate is below 5 %, implying that most had to stay
put and deliver on their briefs in their respective agencies.
The ads shown to us are sometimes innovative and
sometimes they really get on your nerves, especially
when they are repeated time and again and especially
when they are repeated twice. This happens when there
is something sponsored by them say a tennis match or
an award ceremony, etc. Advertisements usually amaze
people with their creativity and presentation whereas
some are really horrible in the depiction of their ideas.
Most of the times however we find quite interesting and
appealing ads. The Indian ad agencies have some of the
most creative and talented people around which is
attested by the fact that global companies are
approaching Indian ad agencies to handle their media
campaigns.
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REVIEW
Market capitalization
At the last Cannes Awards, the president of the Jury was Piyush Pandey, Group President and
National Creative Director of Ogilvy and Mather conveyed that India, is quickly becoming a
viable online advertising center. There is expectation that the online advertising market in India
to heat up. As Lionel Lim, Sun's VP and MD (Asia South), recently stated, "Over the next three
to four years, we want to help create up to 100 dot-com companies in India, each with a market
cap of around $10 billion. That is, perhaps, the biggest investment we can make in this country.
Size of the industry
The size of Indian Advertising Industry depends on the following factors and industries.
Television Current size: Rs 148 billion Projected size by 2010: Rs 427 billion; CAGR:
24%
Filmed entertainment :Current size: Rs 68 billion :Projected size by 2010: Rs 153 billion;
CAGR: 18%
Print Media: Current size: Rs 109 billion :Projected size by 2010: Rs 195 billion; CAGR:
12%
Radio: Current size: Rs 3 billion: Projected size by 2010: Rs 12 billion; CAGR: 32%.
Music Current size: Rs 7,000 million crore projected size by 2010: Rs 7,400 million;
CAGR: 1%.
Live entertainment :Current size: Rs 8,000 million, Projected size by 2010: Rs 18,000
million; CAGR: 18%
Out-of-home Advertising: Current size: 9000 million, Projected size by 2010: 17,500
million; CAGR: 14%.
Internet Advertising: Current size: Rs 1.6 Billion, Projected size by 2010: Rs 7.5 billion;
CAGR: 50%.
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Total contribution to the economy/ sales
The turnover of Indian Advertising Industry is less than 1% of the national GDP of the country
as compared to 2.3% of share of US to the GDP which indicates the tremendous growth potential
for India. The Indian advertising industry is expected to grow by 13 %in 2010 to Rs 21,145
crore. According to the PITCH-Madison Media Advertising Outlook 2010 analysis, the Indian
advertising pie is expected to be worth about Rs 21,145 crore this year, a 13 % increase over the
previous one. The Indian media and advertising industry clocked a size of Rs 18,670 crore in
2009 and that saw a dramatic drop of 10 percentage points compared to 2008, where the industry
was worth Rs 20,717 crore.Total advertising market grew 17% in 2008 and is projected to
increase.
Top leading Companies
Ogilvy and Mather
J Walter Thompson India
Mudra Communication Pvt. Ltd
FCB-Ulka Advertising Ltd
Rediffusion-DY&R
McCann-Erickson India Ltd
RK Swamy/BBDO Advertising Ltd
Grey Worldwide (I) Pvt. Ltd
Leo Burnett India Pvt. Ltd
Contract Advertising India Ltd
Latest developments
The global Advertising Industry as far as scale of operations and scope is concerned the
turnover is close to USD 450 billion annually. Indian Advertising Industry contributes
less than 1.5% which is next to China and Russia. The Global Ad Industry is expected to
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reach a growth rate of 2% in 2010 which is better than 2009 while Indian Ad Industry in
contrast estimates to reach the growth rate of 10% figuring about Rs.23700 crores. The
reasons are because of the IPL, Foot ball World Cup and the Commonwealth Games.
India contributes to 17 % of the world population but is only 0.7% of the world
advertising market so it has huge potential to grow in future.
Experts reveal that total advertisement spending by the political parties would be around
Rs 800 crore. The Congress and the BJP alone could spend over Rs 400 crore on ads on
television, radio and newspapers. Most of the ads appear on going to general
entertainment and regional TV channels and hardly a small proportion in News channels.
Worldwide Partne rInc are the Ninth largest global network of more than 90 marketing
and communiation agencies in about 50 countries which has recently tied up with Indian
Pressman Advertising and Marketing Ltd following repeated enquires about India .
Indian advertising spends as a percentage of GDP -- at 0.34% which is comparatively
low, as opposed to other developed and developing countries, where the average is
around 0.98%, which requires a lot space for development and enhancements in the
Indian Advertising Industry.
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PastTrends
Online advertising in 2012-2013
Radio is anticipated to see a spurt in growth at a CAGR of 16.6 per cent over 2012-17, post the
rollout of Phase 3 licensing. Industry estimates show that India's online advertising market is
likely to touch Rs 2,938 crore by 2014. The online advertising market, which includes search,
display, mobile, social media, email and video advertising has grown by 29 per cent year-on-year
to Rs 2,260 crore by March, 2013. It was valued at Rs 1,750 crore in March, 2012. The online
advertising market on an average is expected to grow by 40% annually in four years.
Search and display advertising formed a large portion of the overall pie in 2011-2012. Their
percentage share has, however, declined somewhat in 2012-2013, owing to the rise in the mobile,
social media and video advertising. The spends on mobile advertising have doubled from Rs 115
crore in 2011-12 to Rs 230 crore in 2012-13. Advertisements on mobile phones and tablets grew
from a 7% share in FY 2011-2012 to 10% of the Indian online ad market in FY 2012-2013,
totalling to spends of around Rs 230 crore. Social media, email and video advertising constitute
13% (Rs 300 crore), 3% (Rs 68 crore) and 7% (Rs 150 crore) of the online advertising market,
respectively.
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INTERVIEW FINDINGS
Key Findings of the interview :
1. Social Media platforms improve reach and promote campaign messages and organizations’
activities. They can simultaneously enable:
i) rapid and ongoing capturing of public mood, sentiment and knowledge about health issues;
ii) free or extremely inexpensive amplification of broadcast messages.
iii) a range of opportunities to tailor messages and engage the public in a conversation about
health promotion and health protection.
iv) user-generated content and feedback systems which improve loyalty and trust in
organizations and confidence in information.
2. Corporations are already there: Companies are heavily investing in developing a social media
presence to increase the impact of their advertising dollars, to send tailored messages to target
audiences, and to create stronger relationships with existing customers..
3. More research is required to articulate the impact of social media on issue-awareness,
behavioural change and improved health outcomes.
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EMERGING TRENDSIN ADVERTISING 2015
1. Beacons have generated more much recent buzz than any other segment of mobile marketing.
Beacons are designed to be placed in retail stores, shopping malls and other high-traffic areas,
and use Bluetooth Low Energy (BLE) to “check in” consumers as they come within several feet,
triggering targeted messages based on highly specific locations. Beacons can be either plugged
into a power outlet or use batteries that last a year or longer, and a wide variety of smartphones
and tablets are BLE-enabled.
The market for BLE-based systems is already fairly crowded, with manufacturers partnering
with app developers to create location-based mobile marketing campaigns for brands, retailers,
sports teams and other organizations. The landscape includes heavyweights such as Apple,
PayPal and Qualcomm, as well as startups such as Estimote and the price of beacons has quickly
dropped to the point where a medium-sized department store can easily be outfitted with the
necessary hardware for less than a thousand dollars.
Because of their low cost and minimal power requirements, there are a wide variety of potential
use cases for beacons, perhaps even including proximity mobile payments. Despite the rosy
outlook, though, beacon-based systems will have to overcome some substantial hurdles. NFC –
which received a big boost when it was promoted by Apple in the iPhone 6 can be used for
proximity-based mobile marketing, and could emerge as a competing technology. A lack of
consumer awareness and education regarding BLE-based marketing will take time to overcome,
and marketers who barrage consumers with messages risk a consumer backlash that could result
in users turning Bluetooth off on their phones to block messages completely.
For retailers, the promise of BLE means much more than simply luring customers into making
impulse buys after receiving a location-based promotional offer on their phones in the store. The
technology can be used to develop loyalty programs that are more rewarding and engaging for
consumers, to create more efficient floor plans, and to deploy personnel more effectively. And it
can track individual user behavior and purchase history, enabling personnel to recognize high-
value customers. The landscape is likely to change substantially over the next 12 to 24 months as
it evolves and consolidates, so many small to medium-sized merchants would be wise to monitor
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the market closely before investing in the hardware, signage, app development, and personnel
training necessary for any BLE-based campaign. But retail chains and other major merchants
should consider experimenting with the technology as quickly as possible.
2. Cross-device marketing
The emergence of smartphones and tablets as viable platforms for advertising has opened the
door for marketers to attempt to identify users across multiple devices and deliver targeted
pitches based on many factors. Companies such as Amazon, Facebook, Google and Twitter
require users to log into their accounts across devices, enabling them to take information from
one platform – a search for a specific product or airfare, for instance – and deliver related ads the
next time the consumer browses the web on a tablet or fires up a smartphone app. Just how much
of that activity is occurring remains unclear, but the market is clearly shifting toward products
that leverage cross-platform tracking. While Google has had very less to say about its ambitions
in the area,Facebook has been very vocal about its goals to provide cross-device conversion data
for hundreds of millions of advertisers, and it is unlikely that Google will not follow suit.
Many other companies have (or can have) those capabilities as well. Verizon earlier this
year introduced PrecisionID, assigning its customers unique identifiers that can be used for
cross-device targeting. Subscribers who log in on a PC to pay a bill can be identified when they
log into their accounts from other devices, enabling marketers to deliver targeted ads on one
platform based on users’ activity on other platforms. PrecisionID has generated some negative
PR from consumer watchdog groups and tech journalists – a Los Angeles Times column alleged
the company is selling out – but a little bad press doesn’t appear to have slowed Verizon’s
efforts.
That kind of “deterministic” cross-device targeting should be easily achievable for most major
telecoms, cable and satellite TV providers, as well as media outlets and mass-market businesses
that maintain both a PC-centric site and mobile applications. And it can be achieved by ad
networks that have access to multiple publishers to correlate users from one device to another.
But smaller players such streaming video (Hulu) and music services (Pandora, Spotify) can
leverage deterministic cross-device marketing strategies as well.
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Delivering targeted ads across devices is much more difficult for other businesses, however,
requiring “probabilistic” strategies that use statistical models to attempt to identify users across
devices based on data other than cut-and-dried login information. That’s one main reason a small
army of third-party ad companies specializing in cross-device marketing has emerged, including
players such as AdTheorent, Drawbridge and TapAd.
An extension of the cross-device marketing segment is the emerging space of companies that
enable marketers to develop and distribute rich media ads across devices with a single build. In
one recent example, the mobile ad company Celtra partnered with Time Inc. to create an
HTML5-based video campaign for the upcoming Fox series Gotham. Desktop users accounted
for 54 percent of the overall 5.6 million video plays, while smartphones claimed 26 percent and
tablets 20 percent. Interestingly, Celtra claims Time saw an eight-fold increase in engagement
over desktop-only ads, enabling it to reach more consumers with minimal increases in
development costs.
As promising as cross-device marketing is, though, it has notable shortcomings: Like any other
marketing strategy, it can’t give advertisers a simplified, complete view of a market fragmented
by multiple carriers, operating systems, ad platforms and social networks. Advertisers can view
only slices of the overall impact of cross-device campaigns, because no aggregated network of
publisher log-in data exists. But contextual data will only become more valuable as advertisers
continue to look to deliver the most highly targeted ads possible, and cross-device will play an
increasingly crucial role in the market over the next several years.
3. Real-time bidding also known as programmatic bidding) refers to automated systems in
which ad inventory is sold to the highest bidder through an online auction. Bidders in RTB
exchanges typically have enormous amounts of data that are used to deliver highly targeted ads,
enabling the automated systems to determine how much to bid for each impression. And RTB
exchanges often use a “second price” model in which advertisers are blind to competing bids but
rather determine independently what they’re willing to pay; the winning bidder pays the price
offered by the second-highest bidder rather than the overall highest offer. And all of that activity
is executed in milliseconds as content is rendered on the screen.
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Programmatic bidding emerged in mobile roughly 18 months ago, and its impact was almost
immediately noticeable. The market research firm eMarketer last year ratcheted up its
forecast for desktop and mobile RTB spending, saying that “buying is growing so fast, even the
forecasts can’t keep up.” The rise of RTB has also spurred several notable acquisitions by major
mobile advertising companies looking to expand into the segment: Twitter last year spent $350
million to acquire MoPub, which specializes in RTB and cross-device targeting; Yahoo ventured
into the space a few months ago with the acquisition of Flurry; and, most recently, Millennia for
an undisclosed sum.
The advantages of RTB for advertisers are obvious: It provides an enormous amount of
transparency into ad buying, giving them complete control of their pricing strategies, targeting
priorities and publishers. RTB also gives advertisers flexibility to use various ad formats to reach
specific consumer segments. For publishers, however, RTB is a mixed blessing because it often
adds yet another component to a business model that is already extremely complex. Also, prices
can fall quickly in an RTB environment when supply outpaces demand. To take full advantage of
the growing trend, publishers and developers should segment their ad inventory as completely as
possible, giving marketers the opportunity to deliver highly targeted ads.
4. Native vs. non-native
One of the most important topics in mobile advertising over the last year is the argument over
native vs. non-native ads. While those terms aren’t always clearly defined, “native” generally
refers to ads that are presented with the look and feel of the content surrounding them
(sometimes in the form of sponsored posts), while “non-native” ads are more clearly presented as
advertising, often in the form of banners. Like RTB, native advertising gained traction on the
traditional internet and quickly expanded to mobile. Major online ad companies such as AOL,
Twitter and Yahoo are among those who have launched native mobile ad products this year, and
countless pure-play mobile ad companies have joined the bandwagon.
Native ads are a particularly good fit in mobile, where the smaller displays are easily cluttered
and banner ads are ill-suited. Facebook, which was a pioneer in the native mobile ad market,
reportedly saw a 187 percent increase in click-through rates when it placed ads in its News Feed,
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resulting in a 22 percent lower cost per click. Native ads are often cheaper to design because
their format is pre-determined, enabling businesses to minimize creative costs. And native
platforms generally offer richer first-party data to enabling better targeting.
Conversely, non-native ad platforms serve as something of a lowest common denominator for
advertising on the mobile web and in apps. Simple banners aren’t particularly effective, but they
can be inexpensive to produce and distribute, and they are supported by huge numbers of
publishers and ad networks.
Inventory for mobile banners is plentiful, and basic targeting options are available worldwide. So
while the native vs. non-native debate rages, we generally view these strategies as
complementary. Businesses looking to leverage mobile advertising should consider investing in
native ads to reach highly targeted groups of users, but should also look to non-native models
that can deliver as much reach as possible with minimal investments.
5 Analog goes Digital
Conventional wisdom says that our mobile phones are the vessels by which we bring the digital
world into the physical, but we’ve moved beyond the point of intersection. From the places we
take them to the apps we choose, our phones know us as few others do. They have come to
represent us— our digital avatars. Millward Brown’s AdReaction 2014 study demonstrated that
mobile devices have already become the dominant screen globally for the 65 percent of people
who have them. Moreover, research from Millward Brown South Africa shows a staggering 74
percent of people abandoning purchases due to information they viewed on their mobile phones.
These devices are becoming the first component of the 21st Century human exoskeleton—
always with us, always on. Accordingly, mobile devices are transforming traditional media
forms into interactive digital touch points—in short, connected mobiles turn everything digital.
Through simple response mechanisms using QR codes, NFC chips, audio recognition, and
beacons, the ownership of a smartphone potentially makes everything easily interactive. Every
brand touch point, however “analog” it seems, can now be readily digitized. And consumers
increasingly expect them to be so, whenever they want them to be. 2014 was the unveiling of
reinvented analog channels, and the first experimenters showed us what could be achieved. Lord
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& Taylor stores are already using beacons to greet guests upon arrival and to provide relevant
offers and tips—browse the handbags and receive a Michael Kors promo. PowaTag, a nascent
app, now allows you to scan and buy products directly from the glossy pages of a magazine—
buy the coat you like directly from an ad in Vogue. China Telecom covered an entire building in
Xiamen with a giant outdoor QR code promoting their music player and providing promotional
offers. As adoption widens in 2015, analog’s modern-day design will truly take shape. A fresh
look will be given to these channels and their ability to reach consumers at the right time and
place. Marketers must think about ways they can leverage digital technologies across all
elements of the media mix to make their message personal and contextually relevant, their brand
accessible, and the purchase easy.
IMPACT OF THE TRENDS ON CONSUMER BUYING BEHAVIOUR ANALYSIS .
MAPPING TRENDS AGAINST CUSTOMER EXPERIENCE LOOP AND LOCATION
To help you understand how these trends relate to the consumer journey, I have mapped out
where these trends fit into the Customer Experience (CX) Loop.
The CX Loop – shaped like a figure-of-eight infinity loop - recognises the consumer journey is
an endless loop because the brand customer base is dynamic, with consumers flowing in and out
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over time. Buyers and nonbuyers come into the journey and the stages in the CX Loop defines
what customers feel and do as they engage with a brand over time. We regard the ‘Consider’
stage to be the critical turning point with buyers and non-buyers choosing to engage with a brand
or move away from it. Acquiring non-buyers involves building brand awareness and
consideration before purchase. Meanwhile, retaining buyers involves brand enjoyment and re-
consideration before repeat purchase.
STAGES IN THE CX LOOP:
UNAWARE – AWARE The way in which consumers become aware of brands is changing, as
they can now be engaged in numerous different ways. Increased connectivity outdoor, in-store
and across channels/devices makes sure consumers receive the most relevant information at the
right moment and location, just as they need it. AWARE-CONSIDER As consumers can be
reached with increased frequency, the question has to be asked – how can brands truly trigger
consumer interest amidst the plethora of choice?
CONSIDER-BUY The increasing complexity of digital channel behaviours is creating risks but
also opportunity to drive further improvements in overall conversion metrics, especially
minimising rates of checkout drop-off. To that extent, we expect to see acceleration in innovation
particularly around how brands respond to growing expectations for smarter, faster, experiences
at or close to the point of purchase.
BUY-ENJOY The potential for more personalised post-purchase experiences is being furthered
by ever increasing amounts of data, enabling us to predict and anticipate consumer needs faster
and more accurately. We believe that brands that truly take advantage of data will have a far
better chance of long term success
TRENDS WILL HAVE THE MOST IMPACT I identified three types of locations where
these trends are likely to have the most impact:
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HOME Adding further connectivity and personalisation to the most connected and personal
space in our lives is both a clear opportunity and a challenge for brands. CES 2015 showed us
that smart-home tech is becoming easier to use and dramatically more affordable. Home
automation and home security allows consumers to improve their lifestyles through better
control, while saving them time and money. However, data privacy is crucial if people are to be
persuaded to increase the connectivity of their homes.
OUT OF HOME Increased connectivity - through better mobile connectivity and faster Wi-Fi
connections - and enhanced mobile experiences - through ever larger mobile screens and
phablets - means that consumers not only have ubiquitous access to content, but now expect to
enjoy a great online experience anywhere. If done well, greater utility offerings that will help
track, locate and navigate - as well as good contextual content - will enable consumers to
purchase wherever they are or drive them to the nearest point of sale. Brands will therefore have
to go to greater lengths to optimise the consumer journey beyond the limits of their retail space.
IN-STORE Digital technology is transforming in-store retail. Shops are becoming hubs of
exploration and interactivity that delight and surprise shoppers. Consumers are being encouraged
to use their mobiles to check-in and receive personalised deals. Relying on sales assistants for
information is becoming a thing of the past as strategically-placed screens are providing
shoppers with extensive product information and enabling them to discover brand stories.
Creating in-store entertainment and experiences is becoming the best way to ensure return visits.
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CONCLUSION
Millennials want to have the freedom and control to make the most of their life. They gravitate
towards products and services that gives them meaning and sense of purpose. The treasure
uniqueness and personalised experience because they define their identity and form the stories
they tell themselves and share with friends. New technologies provide opportunities for
personalisation. The rise of smartphones and the Internet of Things allows for valuable targeting
and improved user experience. Millennials are demanding seamless integration across their
connected devices, customised products and services, and efficiencies in the way they work, play
and shop. Millennials are savvy consumers who value brands who serve a purpose and are
authentic in helping make their lives better. The trends identified in this report are driven by
technologies that support consumers’ demand for personalised experiences. The myriad of
consumer data generated at almost every point of product interaction enable brands to understand
consumers’ needs and provide valuable solutions. Despite the opportunities available for
automation and customisation, consumers still want to be empowered to make their own
decisions and experiences.
These trends offer opportunities for retargeting, new services and solutions. Brands should be
equipped to deploy real time data and analytics to analyse consumer needs and wants.
Consumers will come to expect your products and services to work seamlessly in partnership
with other products and services. Importantly, brands need to establish measures to protect
customers’ data and privacy. Ultimately, the adoption of these new technologies will depend on
whether consumers trust the suppliers to respect and protect their privacy.
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RECOMMENDATION
The strategies adopted by both researchers and Ad agencies sampled in this study and their
lessons learned leads us to suggest the following guidelines and recommendations for developing
a social media strategy:
1. Establish clear objectives: Distinguish between increasing reach and awareness (message
amplification) and expanding the scope of messages (collaborative, iterative message
development).
2. Know your target audiences, where they are “present” online and what key behaviours they
engage in (understand the cultural norms of each platform): (e.g., youth are currently more likely
to Twitter; women between the ages of 25-35 are likely to be posting to Facebook daily).
3. Design campaigns for longevity and/or have exit strategies and clear archiving processes:
Material from social media campaigns can “live forever” online and can reappear in circulation
years after the campaign ends. It is important to consider date-stamping or providing explicit
local and temporal context to information in order to prevent users in the future from using dated
information that may no longer be appropriate.
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4. Determine Resource Needs: For many platforms that require daily monitoring and responses
(e.g., Facebook, Twitter) it is important to allocate sufficient time and resources for ongoing
interactions.
5. Determine an Agency Content-Clearance Processes and / or Prepare Pre-approved Messaging
Scripts: Some social media platforms require rapid clearance processes to enable real-time
interactions with users (SecondLife, Twitter, Facebook) while immediate response are not
critical on other platforms (YouTube).
.
6. Encourage coordination of materials and messages with municipal, provincial and federal
agencies (share resources and leverage national-level campaigns). Consider incorporating high
quality content from existing campaigns. Integrating popular and high quality materials from
other public health agencies will not only leverage existing public health resources but through
cross-linking and redirecting of traffic can improve the visibility of high-quality of information
online and through reverse traffic flow, improve your own agency’s visibility.
As research and experience with diverse social media platforms grows, it is likely that a more
fine-grained typology will emerge to describe the distinct capabilities of each platform and the
utility for specific public health interventions. There is a trend toward platform convergence,
indicating that engaging with social media should be thought of as a complex and inter-related
system: Twitter feeds direct traffic to YouTube, widgets enable connectivity to Facebook, and
social bookmarking or aggregators transform users’ interface with the web and with mobile
devices . Researchers are exploring opportunities to measure the impact of social media
campaigns through user surveys conducted over Facebook, Twitter, or other platforms but more
intervention research is critically needed.
ANNEXURE
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Questionnaire .
NAME:
DESIGNATION:
EMAIL ID:
1. As a leading media agency, is it fair to say Pulp Strategy has tried to take a
lead in terms of digital innovation and creative solutions?
2. One of the emerging trends has been the close relationship between TV and
social media. How are you making use of that opportunity?
3. Do facebook and Twitter offer very different opportunities?
4. What other emerging technologies do you think will impact on the
opportunities offered to digital advertisers?
