Driving value for the viewer
In our ongoing series on media marketers, this week we feature Vaishali Sharma, Senior VP, Marketing & Communications, MAX, MAX2, MAX HD. She tells us that providing value to the viewer is crucial in a generic category and that looking ahead, marketers will become architects of the multiscreen experience even as communication becomes a two-way process between the brand and consumer The media industry is fast moving and dynamic and particularly the last few years have seen radical changes in the measurement matrix, expansion and growth in new markets, audience fragmentation and much more. The who, where, when and how of marketing is crucial to stay ahead of the curve in order to continuously grow the viewership base. What edge you have as a brand and what value you provide to your viewers is crucial to differentiate yourself in a category, which often tends to be generic. A strong strategic shift in our approach to media marketing has further enhanced the role of marketers into brand custodians who, based on continuous delving into the consumer’s mind, help them connect emotionally with their brand, channel and programmes. Q] What are the challenges in marketing for a media company? With reference to television specifically, the first challenge is the vast landscape and the measurement matrix that tries to capture the choice of millions based on a few... Mapping this landscape to hit bull’s eye to retain and continue to grow audiences. What comes before - the chicken or egg perspective - can apply to media marketing in the never-ending debate of product versus brand with the former often paving the way forward. Q] Can you list three points of change you foresee in the marketing sphere for the media industry in the near future? Marketers will become architects of the multi-screen experience. The play between multiple screens will be an interesting development. Another trend is that engaging with consumers will become more and more critical where communication becomes a two-way process from brand to consumer and vice versa. The emotional quotient that the brand enjoys will play an unequivocal part in retaining viewers. Q] Can you recount a career defining moment in your journey so far? Like Brene Brown says, “When you own your story, you get to write the ending.” Every job that I have been part of has had its share of career-defining moments for me as I am passionate about setting new benchmarks and leaving new trails in marketing. Building the glocal brand strategy to launch the Disney channels in India and to build a connect with the BBC brand in India were instrumental in my career. To understand and empathise with audiences in Pakistan and come up with a BBC News campaign done out of here in India was absolutely heady. Building the brand positioning strategy for Max 2 helped define a new opportunity in a genre where there is no differentiation. And currently, working on a new campaign for Vivo IPL, which has redefined the way we look at sports marketing can’t be missed. Q] Tell us about brands or campaigns that you associate with closely, and that reflect your personality? I admire the work done by Coca- Cola for ‘Open Happiness’ which took a leap ahead in building a connect with consumers. BBC News is another amazing brand that has built its equity based on values and principles that define its brand. Google continues to inspire millions and has the ability as a brand to influence and change lives. Q] Name a marketer whom you greatly admire. Steve Jobs, who packaged computers, phones, music players and tablets as objects of desire, converting millions who felt proud to be Apple loyalists. In an age where technology is fast evolving and loyalties come by rarely, this following is rare for a brand.
Q] How has the role of the marketer evolved in the media industry?
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