MAM
Marketers should anticipate threats: LK Gupta
MUMBAI: Marketers should look at the new opportunities to grow themselves and should stay ahead of time, these were the thoughts of LG Electronics CMO Laxmikant Gupta, who was speaking at the World Brand Congress (WBC) that is being held in Mumbai.
He said, “The moment we start thinking that new opportunity is threatening our existing practices, we start forcing ourselves to think of new ideas. When change happens, when new things start happening in the market, our reaction is ‘can I use this technology?‘, ‘how will it help me?‘ When there is an opportunity we go from clutter to the opportunity which ends up becoming a clutter.”
“Almost all brands are present on Facebook today. Once the consumer clicks on the like button he starts getting brand messages, about products, innovations, services, developments. Everything does have a use by day and expiry date. One has to reinvent ideas. A better way to differentiate when every company has same opportunity, the questions should be how this new opportunity threatens my present practices, my existence,” Gupta added.
Gupta explained this with an example. He said, “When in early 2000s Apple invented i-pods, it changed the music industry model. I-pod alone contributed to 45 per cent revenue of Apple in first year. Later, in mobile industry, camera handset started struggling. Apple thought that will it be a threat if mobiles with camera start producing music features too. If that happens it will kill i-pod. Then i-phone was launched. Today it makes more than 50 per cent global profit of the mobile industry. With each changing scenario, see how it can affect you today or tomorrow.”
“No one thought of the demise of Orkut or My space but the launch of Facebook, its applications attracted so many that it eventually killed Orkut and MySpace.com. Spot problems before things get worst. Don‘t wait for the crisis,” he added.
“Youtube as a video channel is bigger than many of the TV channels we used to watch. Also, giving consumer a search is as important as giving her a store, to experience your product. Banner advertising can assure you visibility but does not assure that consumer will walk out with a positive perspective. You need to talk to bloggers or people who can write reviews because that can help consumers have a viewpoint about your product,” he emphasised.
On the usage of social media Gupta said, “Brands like MTV and LG, are on FB for not just talking about product. The main purpose is to engage consumer in a way that they want to come back to your page, interact with you. You should create general interaction through Facebook instead of creating impression. When we know that people are talking about the brand online one should see whether they are positive or negatives that is being talked about. The positives should be reinforced and negatives should be checked and corrected.”
Brands
EcoMedia Solutions launches EcoMeter to track carbon impact in media
New tool aims to bring real data and accountability to ads and events
GURUGRAM: EcoMedia Solutions has rolled out EcoMeter, a new solution designed to bring sharper carbon accountability to advertising, media, marketing and events.
Built on its proprietary EMS platform, EcoMeter aims to help brands and agencies measure the environmental impact of campaigns and on-ground activations using real-world data rather than broad estimates.
The move comes as sustainability gains traction across boardrooms, even as measurement within the advertising ecosystem remains patchy and often reliant on spend-based assumptions. EcoMeter attempts to change that by using localised emission factors and activity-based inputs, offering a more grounded view of carbon output.
“Today, most carbon calculations in our industry are derived from spends or broad averages. That does not reflect what is actually happening on the ground,” said EcoMedia Solutions founder & CEO Rumjhum Gupta. She added that the tool factors in variables such as location, execution and materials to deliver a more accurate picture.
The platform allows users to compare media choices based on environmental impact, plan lower-carbon campaigns and generate data-backed ESG and BRSR reports. It spans formats including OOH, DOOH, print, digital and live events, bringing sustainability into the same decision-making framework as cost and performance.
EcoMedia Solutions says the larger goal is to move the industry beyond surface-level sustainability claims towards measurable action. As scrutiny from consumers, investors and regulators intensifies, tools like EcoMeter could play a key role in helping brands back intent with credible data.
With this launch, the company is betting that the next big metric in advertising will not just be reach or ROI, but impact that can be counted in carbon.
