17 hours media innovation: Few days ago, while attending a magazine conference on consumer engagement, I texted one of my close publisher friend, who was then sitting on the dais saying, “People buy magazines for content and not advertisement. Brands need to learn to engage consumers around content”. This BBM text triggered me to write the first of a series of articles.
The marketplace has become crowed and hyper competition is posing new challenges to marketers. Breaking clutter to get noticed or to draw attention of consumers is getting tougher for brands. Of course, to engage consumers is secondary until you achieve the former. Brand custodians at times spend lavishly on media to achieve higher frequency, thinking that it will help them draw the consumer’s attention but then many start encountering burn-out effect, leaving them with undesired RoMI (Return of Marketing Investment).