Celebrities
tweeting it wrong
By- Kaushik Narayan
The
concept of Twitter didn’t seem like the next big thing when it was launched in
the year 2006 but 7 years later it is becoming a platform where celebrities and
eminent personalities interact with their fans directly and express their views
about everything. The micro blogging site has taken the digital world by storm.
More than 500 million users on platform which ensures constant engagement with
their idols and creates a niche position for the celebrities to endorse and
promote a product of their choice. Like everything has a drawback this too has
a draw back. It has been seen that there is lot if misses than hits. This
article talks about how celebrities are often misusing this digital platform
and turning this digital platform into money making business. This trend has
given launch to social media managers who handle everything on behalf of the
celebrity. Poonam pandey has 17 brand managers working for her and she takes
roughly 80,000rs per tweet and thus turning this social media into a money
making venture.
Only
few celebrities like Narendra modi , Amitabh bacchan , Priyanka chopra are able
to use this platform to its fullest and thus creating an healthy interaction
between their fans and them and striking a balance between promotion and
interaction. This article further explains how professional teams are created
to tackle hurtful messages which are or might be posted on celebrity’s blog.
How to mitigate and reduce the damage and all this has given rise the a new era
of reputation managers.
Implication:-
This article talks about the potential of a digital media and how it can be
used. Digital media is a double edged sword and must be handled properly.
Youth brands not
getting it right
By Utsav Joshi
Most
exciting brands of 2012 says ,”Mercedes, Bata, Peter England, Maruti Suzuki are
top 3 in their respective categories. The reason behind this top of mind recall
. Now the task for marketers is to find out if there is a disconnect between
what India wants and the ground reality. The article says that the brand need
not be a new brand , a brand can have a heritage but the important factor is to
change and keep on innovating which will create an image about the product in
the minds of its consumers. The another reason is the interaction of the brand
with the youth today . The agility in the ability to innovate is the crux for
any brand to sustain in the market. The example of Bata was highlighted the
Czech brand which is in India known as a homegrown brand was able to survive
only because of constant innovation and availability of the product to the
consumers. This article also talks about how blackberry went out of the way to
change its business look to a youth look. We can recall the T.V commercial “we are blackberry boys” this is a result of
innovation and the efforts taken by the company to look young in the minds of
the consumer. According to ASSOCHAM report of 2012 it says that an average
youth spends around 4000 rs per month on apparels but when he wants to go for a
big product he is ready to shell out countless money. Thus the marketers need
to tap this potential and need to understand that only cool quotient is not
enough value for money is also essential to sustain in this competitive market.
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