World Class Digital Content Need of the Hour to Attract Participative Audience: MICA ICMC 2015

World Class Digital Content Need of the Hour to Attract Participative Audience: MICA ICMC 2015

Lavleen kaur kapoor

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Published : Monday, 23 February, 2015 01:10 PM

Leading Industry Practitioners from India Contemplated Future of Digital Branding
MICA ICMC 2015 Content, Community & Communication Concluded Today
MICA, India’s premiere management institute in Strategic Marketing and Communication, today concluded its three day annual International Communication Management Conference 2015 (ICMC 2015) on “Digital Future: Content, Community & Communication”. The plenary session panel comprised of leading practitioners of digital branding; Ms. Vidhya Sankarnarayan, Co-CEO, Flamingo, India, Mr. Vishal Chinchankar, Digital Head, MEC Global India, Mr. Kulwinder Singh, Director, Global Marketing & Communication, Synechron Technologies India & Rishi Dogra, Head of Digital, Po1 at PepsiCo India & Kanika  Mittal, Head, Marketing and Brand Communications, Reebok India.

The session which dedicated to understanding emerging opportunities in digital branding, brought out glaring insights on digital branding from the Indian context. All the panellists were equivocal on core content taking the main stage with integrated communication campaign and content platform marketing leading the way for the future. Sustained community engagement and effective measurement will also form a critical part of digital campaigns in the future. Privacy on the digital media however remains a concern for the future.

Speaking on the evolution of the audience Ms. Vidhya Sankarnarayan, Co-CEO, Flamingo, India, noted: “The digital medium is opening up possibilities for both the brand and the consumers empowering them in the process. The audience that consumes digital content is an evolved one who has access to the best content from around the world. They are no longer target audience but are participative in nature.”

Another panelist Ms. Kanika Mittal, Head, Marketing and Brand Communications, Reebok India said, “Students and practitioners of digital communication should be willing to study latest trends and literature. They must be tech savvy and passionate and they need to keep themselves updated.”

The day 3 of the ICMC 2015 started with special session for emerging scholars to interact and network with senior colleagues. Additionally, the day saw Ajai Kumar S., UNDP, India present a paper on Effective Branding for Better Social Impact: A study on the need of effective branding of schemes implemented by the Ministry of Rural Development and Ministry of Health and Family Welfare, Government of India. Also, Mr. Neil Patel, Co- Founder and CEO, Awaaz.De, India presented a paper on Mobile connectivity for India’s last mile.

Speaking during the valedictory session Dr. T. T. Sreekumar, Chairperson, ICMC 2015, MICA, said, “ICMC 2015 saw scholars, researchers & participants assemble under one roof, to discuss the Digital future in store for the world. I am glad the conference provided a platform for the researchers, who presented sixty papers on multiple topics related to the conference theme. We were also proud to host some of the leading practitioners from the digital branding industry to share their views that helped bridge the gap between the scholars and practitioners during the discussions. We hope to continue our success with a new theme for ICMC 2016 as well” 

About ICMC

MICA has pioneered an Annual Conference series on themes and issues pertaining to Communication Management. Launched in 2014 with the theme of ‘Managing Health Communication: People, Programmes and Products’, the conference series provide a platform for bringing together scholars, activists and practitioners, to discuss frontier developments in communication theories and practices. Each conference has a thematic outline, inviting scholarly contributions around the focal theme. Papers conceptualising perennial and emerging issues in communication management would also be included. The idea takes into cognizance the significance of multiple linkages of interdisciplinary and critical scholarship in communication management.

About MICA

Established in 1991, MICA is the first residential institute in the country and perhaps in the Asia-Pacific region, dedicated to creating Leadership in Strategic Marketing and Communication.

Its spirit lies in its grasping of contemporariness, addressing the needs of an ever-changing environment. The MICA brand assures effective delivery of Strategic Marketing and Communication solutions to the industry, government and community.

Today, it is the alma mater of professionals serving in leadership positions in some of the best known companies in India and the world, in marketing, brand management, research & analytics, advertising, media, digital and other strategic marketing and communication-driven businesses.

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