Tuesday, January 19, 2016

Management Careers in Media - Caught in Transmedial Crossfire

While discussing possible collaboration and association with representatives from a University from UK today, I was speaking on the peculiarity of the media universe in India. This was also a subject for which I was invited to speak on in a conference in Sweden. A majority of the Indian population has very quickly adopted the transmedial nature of content creation and distribution. We are reorienting ourselves to an environment of transmedial communication, which is redefining our cultural contexts to an extent that we are reinventing the way we communicate with each other. 

I can cite a latest example - my driver.  To avoid reaching a meeting or a conference stressed out by driving in heavy Mumbai traffic, I decided to employ a driver. At 30 years of age, he is a representative of India's majority population. This month he purchased a 7 inch mobile phone and showing it off to me, he remarked, "Now I too can make and send video messages." Within days, he has mastered the phone, and now he prefers to send me a message on WhatsApp rather than call me. He uses smileys, pictures, forwards videos and images, he also sent me photographs of a minor accident he witnessed, and told me how he saved my car from damage. Now he has asked me to include him as his Facebook friend. I said he would have to add me which I am sure he will. 

 Management Courses in Media
(Image source: http://talkbusinessmagazine.co.uk/wp-content/uploads/2014/02/Untitled2.jpg)


The point is, he prefers to communicate more by pictures, graphs and videos, rather than typing messages, which he hates. In India, we have evolved our communication from oral - aural to written and printed, and back to oral - aural. This has caused disruption in our media universe, not just because of the evolution, but because suddenly, there are so many producers of content rather than consumers.

The effects of this evolution are terrifying and fascinating at the same time. I have written before too, but humans have not yet begun to understand media, and we are already faced with two of its very disruptive forms - the Internet and the mobile phones.  

Creators of content, as well as managers in media, will have to deal with this phenomenon. They have to remember that 'the public' is no more consisting of passive users, but that of active producers of media. They understand the medium, and also know how to create content. Taking the audiences for granted will be self defeating and probably suicidal. 

We need to look at all careers in media in this context. We also need to look at management education in media in this context.


I had explored this subject in a talk I gave in a recently concluded conference organized by the Bombay Psychological Association. But more about that in another post.

Wednesday, January 13, 2016

Management Careers in Media - Mobile Marketing

There are several management jobs in media. With so many technological advances, we have shaped our media, and now, in turn, the media is shaping our lives, the way we function. A media management career today does not necessarily mean a career in the traditional mass media, but also in the world of social media and the mobile media.

Let us look at an interesting career in media - Mobile Marketing Manager.

A mobile marketing manager has to be a multi-tasking individual, being able to create, design, as well as execute mobile marketing campaigns. This management career involves devising mobile marketing strategies, analysis of the implemented strategy and most importantly, it requires a person who understands the latest 'trends' in the mobile world.

A management career in mobile world also involves market analysis and ability to target key customers and trends. The mobile marketing manager should be able to conduct market research and identify new marketing opportunities. The responsibility also involves ability to monitor, manage and improve the company's image and the product's image. 

The career is exciting, fascinating, and at the same time, exhausting. It is deadline dependent and requires long hours on the computer. As a manager in mobile marketing field, you can forget any social life except on social media, at least in the beginning of your career. However, the job of a media manager in mobile media is result oriented, so it can also become a very high paying job.

Just be good in analytics and have good creative skills, apart of course from management skills, be totally dedicated, and you will be there in a couple of years. 

(Image source: http://cdn2.business2community.com/wp-content/uploads/2014/06/mobile-marketing123.jpg)

Qualifications
A career in mobile marketing requires people with multiple skills. They should be able to not just devise marketing strategy, but also be able to give creative inputs, and sometimes, be able to use their graphic designing skills to make the promotion material. It requires skills in graphic designing, at least some knowledge in 2D and 3D animation, good communication skills, good writing skills, and intensive management training. 

The number of management jobs in media are increasing, with specialists required not just by media organizations, but also other corporate organizations who now have realized the potential of mobile media and the social media. One of the best media schools in India, DGMC or Deviprasad Goenka Management College of Media studies offers a 2 year, full time, AICTE approved PGDM in Media, with specialization in Media and Entertainment and Advertising and Communication. This premier media school offers intensive creative training as well as management training focused on the Media and Communication Industry.


Sunday, January 10, 2016

Management Careers in Media - Content Syndication

The Media and Communication industry has so many facets that it becomes difficult to keep a track of how many careers are available. The media has become all-pervasive especially after the the Internet got hitched up with mobile phones. The disruption these two technologies have caused is phenomenal, but they have also created several opportunities for those who wish to make a career in management in media, entertainment, and communication industry. I wrote about Media Planning and Buying as a management career. You need to understand media thoroughly to be a media planner. A regular MBA in Marketing or Finance will probably not be able to teach you this. But a media-specific curriculum will.

Let's look at another interesting career path. Very interesting because it is something that business schools do not usually teach as part of their curriculum, but has become an important managerial function nonetheless.

When your client creates content, be it a blog, a write-up, a film, a documentary… any content in any form, you need to be able to show it to the world. One way is paying huge amounts of money to the several modes of distribution, the other is devise methods by which the content gets generic popularity. Both methods are employed in the industry. 

Content Syndication is a process of of making your content available on multiple content delivery platforms, more specifically in today's context, online platforms. A Content Syndication Manager pushes the content - a website, a blog, a video, etc. to other websites or online media. This could be in form of full articles, or a link, or even a thumbnail.  The first step to content syndication is deciding on the goals for your business. Are you trying to drive traffic to your blog, giving product information, or to your website? Do you really want to syndicate a full article or maybe just an image, a headline, or a paragraph? You might want to look up RSS feeds. thumbnails, titles, or excerpts of a write-up. You need to think of ways to auto-generate leads rather then manually feeding several apps or sites.Content syndication is all about automated distribution of digital content, lead generation, co-branding, partnering with other sites. This is an exciting career, gaining a lot of importance every year. 


Qualifications: A management certification in media, with specific knowledge and experience in content planning, organization, and distribution on social media. You should be good at Social media analytics, and should be able to advise your client on which platform to host content for maximum impact. If you are doing your BMM, or your BMS, or even those in their third year of B.Com and B.Sc., you should look at this career seriously. It is not just about number crunching, but also creating content…. and media is not just entertainment.

Saturday, January 9, 2016

Management Careers in Media - Media Planning and Buying

Media planning and buying is the function of procurement of media real estate at an optimal placement and price. Media buyers have to conduct market research to find the likely places where their client's customers and consumers tend to use media. Based on this research, they find the best advertising rates, and the best media to place the advertisements of their clients. In short, they 'buy' the media, or the advertising space/time for their clients.

Media planners have to be in touch with the media houses, their marketing executives and should be able to negotiate better rates for their clients. A good media buyer takes decisions on which media to buy and it requires both creative and business-driven decisions. Media Planners should be able to pick and choose an appropriate combination of media to help their clients reach their target audiences. The job can be pretty high profile as they with high level clients and top executives of organisations. The job is result oriented and also a high-pressure, deadline dependent job.

It requires excellent communication skills, and that too in multiple languages in India. You have to have very good persuasion  and negotiation skills; should have a very wide network of friends in the media. You need to be good at audience analysis, content analysis of all media including newspapers, television, radio and the Internet and social media. A media buyer should be adept at Google analytics, and social media analysis. A good media planner has to be fast on the feet, ready to quickly gauge the pulse of the audience and the trend in media - both in the traditional as well as online. You will have to advise your clients about the media to buy, strategize and sometimes, re-plan your strategy based on the latest trends and research results.

Qualifications: Employers prefer trained individuals over newbies, mainly because there is no scope in making mistakes, as media buying involves high amount of spends. Agencies, as well as organisations prefer candidates with a formal certification, with an internship during their course. You could check out such a management course here: The Best Management Program in Media and Communication

Following are some well known organizations for Media Planning and buying :

Group M, Strategem Media Pvt. Ltd., Havas Worldwide, Dentsu India, Lodestar, Lintas, Madison, Omnicom Media Group