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The good, the bad, and the new media world

Anushkar Mohinani | Feb. 17, 2012
Starcom’s executive director talks about the challenges and the opportunities in what he says is the new world of media and marketing, at Singapore Polytechnic’s ‘Click to Connect’ conference.

It keeps getting more challenging for marketers to get the attention of consumers. This is especially the case in the current media landscape with the rise of social media and the overload of information, according to Lee Yew Leong, executive director at Starcom MediaVest Group, a brand communications organisation.

“When it was just the television, consumers could switch the channel when an advertisement came on. Then consumers could record television shows and skip the ads altogether. Now, thanks to social media, consumers can actively dislike an ad and even give the advertisers a piece of their mind,” Lee pointed out.

Lee was delivering his opening address at the Singapore Polytechnic Media and Communication Conference: Click to Connect, earlier this week.

“Moreover, there is an overload of work and not enough talent in the industry. On top of that, they have to deliver growth and innovation to their clients,” Lee further elaborated on the woes of the media and marketing business today.

However, amid the chaos there is a lot of opportunity, added Lee. “There has never been a more creative time to be in marketing, and there are plenty of opportunities to engage and connect with consumers who also genuinely want to interact with brands,” he said.

Content rules

In this new world of marketing, content is a currency you need to think of, advised Lee to the aspiring media and marketing students in the audience.

“Content doesn’t necessarily mean a television commercial, but rather the extension of it. It’s what you create on your websites for your brand. It can even be a contest, an application or a video,” he said. 

“Content is considered networked once in public, such as when it is on social media sites. It is formless, meaning you have the potential to decide what form it takes. It could be online, hybrid offline and online, or on a mobile application. It is also democratised, which means you have the chance to engage with audiences,” Lee described.

“Never should you ‘switch off’ the ability to interact with consumers,” warned Lee. “You must be responsive,” he said. “For instance, you can’t set up a Facebook page and not respond to queries from users.” 

"Nowadays, it is important to create conversations and have your audiences participate in them," Lee added.

 

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