Before
we jump into any conclusion, let me clear the air first. The headline is bit
incomplete and can create confusion, so here goes the explanation – I am
talking about the use and effect of media platforms for the benefit of ourcustomers. In reality, I am still facing the problem of convincing my clients (or
customers whichever way you may call it) about the utility and impact of
virtual media. There are people who belong to the old school and not ready to
give up on mainstream media platforms while preferring to stay away from the virtual
world. There can be many reasons behind it and sometime they too have validpoints in support of their actions against virtual media.
Virtual media is relatively new and it’s not yet tested against all odds whereas main stream media platforms have some records and results stored over more than hundred years to show the world. Virtual media on the other hand can claim its impact’s authenticity by showing ever-growing instant data & feedback. In real world, media platform used are used aren’t equipped to provide instant interactive results except TV and Radio. TV and Radio has the option of running pre-recorded ads or conduct a phone-in live campaigns but newspapers, hoarding, leaflets don’t even have that option. Mainstream media in the real world are too much expensive sometimes and there are chances of not getting the desired results. The ad budget generally decided after taking account of the viewership or readership of radio, tv and newspaper, In case of hoarding location takes the centre stage. Sometimes, data provided by the media houses ob TRP / readership/ audience/ viewership are inflated and it’s really hard to get to the core of the truth.
Virtual media platforms on the other hand are fast, interactive and constantly engaging. They can show you the results and impact instantly, which are quite overpowering for some. One has the luxury to decide on the budget as per the result and control the operation accordingly. But there are apprehensions about the security in the virtual world, which is still vulnerable to attacks from hackers and unwanted malware. Data theft is the biggest concerns for the people who are doing business using virtual media platforms and security experts are constantly trying to come up with the solution. In most of the cases the digital or virtual world is suffering from the anxiety of getting hacked by unknown entity. Business world all over the world is always on their guards from possible attacks despite the fact they are expanding their businesses in the virtual world.
Branding activities are the essential elements of any organisation who want to remain in the vicinity of its target customers. At present, they want the best of both worlds and trying to create the balance in the planning and strategizing. When people come for the solution, I prefer to show them the pros and cons of each platform then lay out the plan in front of them. It’s not easy to change everything overnight but this to keep up with the pace of fast changing world, we need to try hard to make our clients understand the reality.
Virtual media is relatively new and it’s not yet tested against all odds whereas main stream media platforms have some records and results stored over more than hundred years to show the world. Virtual media on the other hand can claim its impact’s authenticity by showing ever-growing instant data & feedback. In real world, media platform used are used aren’t equipped to provide instant interactive results except TV and Radio. TV and Radio has the option of running pre-recorded ads or conduct a phone-in live campaigns but newspapers, hoarding, leaflets don’t even have that option. Mainstream media in the real world are too much expensive sometimes and there are chances of not getting the desired results. The ad budget generally decided after taking account of the viewership or readership of radio, tv and newspaper, In case of hoarding location takes the centre stage. Sometimes, data provided by the media houses ob TRP / readership/ audience/ viewership are inflated and it’s really hard to get to the core of the truth.
Virtual media platforms on the other hand are fast, interactive and constantly engaging. They can show you the results and impact instantly, which are quite overpowering for some. One has the luxury to decide on the budget as per the result and control the operation accordingly. But there are apprehensions about the security in the virtual world, which is still vulnerable to attacks from hackers and unwanted malware. Data theft is the biggest concerns for the people who are doing business using virtual media platforms and security experts are constantly trying to come up with the solution. In most of the cases the digital or virtual world is suffering from the anxiety of getting hacked by unknown entity. Business world all over the world is always on their guards from possible attacks despite the fact they are expanding their businesses in the virtual world.
Branding activities are the essential elements of any organisation who want to remain in the vicinity of its target customers. At present, they want the best of both worlds and trying to create the balance in the planning and strategizing. When people come for the solution, I prefer to show them the pros and cons of each platform then lay out the plan in front of them. It’s not easy to change everything overnight but this to keep up with the pace of fast changing world, we need to try hard to make our clients understand the reality.
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