In the swift moving world today, no brand or product can
survive without vast advertising and marketing strategies designed and executed
by professionals. Digital media is the significant necessity of the world.
Marketing is an art, to formulate ideas and campaigns for the brand.
Advertising being the technology, that transports the message forward. For the
same cause, Digital Marketing and Advertising Conference was held in Karachi at Sheraton Hotel
on December 18, 2012. The convention was titled Dig-It 2012 and was organized
by the Pakistan Advertiser’s Society, PAS.
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| View of the audience at the conference |
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The conference had different sessions all day long. To commence the event, Mr.
Abrar Hasan, Chairman of PAS and CEO National Foods, presented the welcome
address. The framework for the following program was then laid by Mr. Javed
Jabbar, Former Information Minister of Pakistan. He spoke about the
Evolution of Advertising in Pakistan
and the themes and trends which follow. “Advertisers have become shapers and
controllers of Media content which isn’t really good. Media consumption has
exceeded way above expectations. Ethics always constitute the stability of a
society.” He was quoted as saying.
Mr. Shakir Moin was called on to present the Digital Journey
at the famous soft drink brand, Coca-Cola. Directing the audience through a
visually strong and eye-catching presentation laden with statistics, info
graphics, television commercials and campaigns; he said, “We've learnt over the
years; if we do not create stories, we cannot reach our consumers.” He
illustrated how a soft drink can change so many lives.
The convention further proceeded with sessions on
Re-defining Brand Strategy and Positioning in the Digital Context, What is
digital in Pakistan from a media buyers perspective, Audience measurement and
digital marketing ROI and Building Skill sets in Digital. The audience present
inside the sessions was connected to the people all around the world via social
networking websites. Each fragment of valuable information was being quoted
online, credits to the internet provided by Wateen Telecom.
“Smartphones are changing the way we approach Social Media.
1 of every 4 people in Pakistan
have access to it.” quoted Mr. Farhan Qureshi, CEO Starcom, as saying during
his session. He said, “Digital medium has been much more effective in
comparison to the relative Media Medians.” The question was whether to pitch
for traditional advertising or the digital one.
“Digital Media requires a lot of content; for which you
require a lot of thinking. Brands fear taking risks.” said Aly Mustansir, Head
of Brand Management and Marketing at HBL. While Mr. Amin Rammal, Partner of The
Brand Crew was quoted as saying, “When Facebook and Google weren't there, we
focused on banner advertisement.”
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During a panel discussion with Yasmeen Malik, Naeem
Zamindar, Hassan Shahid and Bilal Farrukh. |
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The event witnessed speakers from all around the world,
including USA and Australia.
Richard Webb, CEO Effective Measure,
Australia also
shared with the audience the statistics of his venture. Alongside, Babar
Bhatti, CEO MutualMind, USA said, “Business executives
should not limit themselves to social media terms while pitching digital
marketing ideas. Marketing has a lot of other sub lines such as customer care,
consumer metrics, lead generation etc.”
While speaking about digital media, Mr. Monis Rahman,
founder rozee.pk, was ashamed to say, “Pakistan spends 1.2% on digital
advertising. It’s a sad number as digital is the key in this day and age.” The
speakers emphasized on the need of knowing their audience. They advised to
target the campaigns with precision to maximize the reach.
Mr. Salman Abedin, JWT and Program Manager for MS. Szabist
said, “There is a need to increase engagement between industries and academia.
We focus on skills required today but we don't focus on what's needed
tomorrow!”
Amongst all the sessions, the convention also featured a
couple syndicate sessions on Social Media Revolution, Mobile Marketing and
Digital Audience Measurement & Social Media ROI. One such quoted Adnan
Shahid from Branding Bees as saying, “Stop thinking 'Campaigns.' Start making
'Conversations.”
A discussion on the inside story of Mobile Marketing was
scheduled as well. The panel discussed about 3G and its challenges in Pakistan.
The panel also had Naeem Zamindar, CEO of Wateen Telecom as saying, “3G is a
desperate need of Pakistan.”
The conference eventually came to an end with a hot seat
debate talking about the generation gap. On a concluding note, Mehmood Nanji,
Advisor to Millac Foods said, “Social media is the way to go forward for brands
but not 100%.”
