PETALING JAYA: Technological advancement and changing media landscape are prompting media specialists to be multi-skilled in maximising their clients' campaign effectiveness.
In a recent interview here, Malaysian Media Awards 2017 organising chairman Amit Sutha said media practitioners are expected to act almost real time now, with the need to be pre-emptive in a multitude of skills.
Typically, media specialists are tasked to control marketing budgets, apart from clients, who are brand owners. They will have a huge impact on where the advertising budget flows to.
“For years, we have been seen as media planners. However, since the advent of new digital technologies, we’re planning for audiences and behaviours.
"We have changed from being media planners to being audience planners,” said Amit, who is also media agency Universal McCann Malaysia’s managing director.
The Malaysian Media Awards 2017 will be held tomorrow evening and Media Prima Bhd is a Platinum Sponsor for the show.
This yearly event accords due recognition to media specialists and buyers for their creative use of the right advertising platforms in maximising returns for their clients.
The Malaysian Media Awards 2017, which is organised by the Media Specialists Association Malaysia, has added three new categories this year – Creative Use of Data, Best Use of Technology and Campaigns that Drive Commerce.
“We used to take reach and frequency as the definitive metrics. But today, the metrics are changing and we're talking about cost per lead,” said Amit, a veteran with two decades of regional leadership in various Asian countries.
In view of the challenging economic environment, he said many advertisers and brand owners are rationalising their budget.
"Reach doesn't only mean credibility. Just because 95 per cent of the people in this country has seen the advertisement, doesn't mean all of them will believe what you say.
“For a marketing task to be effective, you need reach combined with editorial and perhaps peer-to-peer social communications," he said.
Indeed, communications planning now takes a bigger portion of clients' budgets. At agencies, where once creativity and execution led, more attention is now accorded to strategy.
The creative team, said Amit, would usually focus on what the story idea is, while specialists look at ways to deliver that idea.
“Basically, we would mould data with behavioural indicators and context to tell us rather than only focus on reach,” he said, adding innovation plays a huge role but there is no science to define a particular impact of an idea.
"Which is why I would say the mix of technology, data and storytelling can make a difference in how brands operate and succeed. Therefore, media specialists would need to step up with these multitude of skills to better serve brand owners,” he said.