Excerpts Part 1: Waggener Edstrom CXO roundtable on fast changing Indian communciations landscape

Roundtable discussion point 1: The BlackBox Survey 2011 commissioned by Waggener Edstrom revealed that non-advertising spends on digital platforms grew the fastest at 13 per cent, TV and radio (broadcast) at 8 percent while print the erstwhile strongest influencer shrunk.

"The communications business has become more analytical, more interpretive and more based on softer tools. They actually help you figure out who your audience needs to be and I think the communications must be rooted and figuring out how news travels." Melissa Waggener Zorkin, Founder and CEO, Waggener Edstrom Worldwide

"Social media is actually word of mouth and that's really what is influencing people in India." - Deepa Thomas, Head - Corporate Communications, eBay

".... content plays a huge role. We never imagined that we will get almost 9000 bookings in the first two days. We were ready with just 2000 vehicles. We went very minimal on TV spots, no print advertising and it (social media engagement) is now a business function at the board level." - Roma Balvani, Head - Corp Comm, Mahindra group

" We spent a lot of time in creating content and that content has got us seven of the top analysts." - Vrinda Walavalkar, Co-Founder & Sr. Vice President, Anunta Tech

Category:

Travel & Events

Tags:

• Communications
• Social
• India
• media
• Media (communication)
• melissa
• waggener
• edstrom
• madhuri
• sen