Advertisers are harsh when it comes to the internet.

While this may lead to a flood of comments picking at everything i have written , I am still going to pen the following thoughts down.

I believe that advertisers on the Internet are, comparatively,too harsh on the Internet and the online medium. Their expectations are often unfair and with respect to the larger picture, despite having proved it self as a strong , accountable , economic medium the net needs to prove it self over and over , every campaign , everytime. Why ?

The problem lies in the medium itself. One of its biggest advantage is its weakness as well. The internet offers accountability and tracking which before it , was quite frankly, a dream…. and advertisers have literally gone overboard with it.

Just to take an example lets consider a recent campaign..Maruti Swift ,lots of fanfare everywhere… lots of TVC’s , lots of half page spreads in the national dailies. Cars got sold , car sales saw a rise, people got to know about the product. Lots of articles , Autocar feature planning was done well blah blah. The marketing department at Maruti is still patting itself on the back , and the agency thrilled with the invoicing. Everyone’s happy……

….but i have a question.. i want to know which TVC , in which language, at which time spot on which channel on which day , targeting which demographics in which region , which city, did the best……. and the same for the print ads..and the same for the articles. How many cars got sold basis the review on Autocar….. yes… anyone?….. no one? cmon….!!… so many crores at not one detailed stat for me???

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IAMAI Conference 2007 – Snippets from Speakers

I had all my notes and everything in place to put up a detailed report on the conference but my laziness to blame. Alootechie and Contentsutra have both filled up the contentsphere with summaries from it. Let me instead outline a few things which some of the speakers shared and which i liked.

RAJ NAYAK – CEO NDTV MEDIA

– The top 6 players in the industry can change the market and give it the direction it needs. Forget Market Dynamics , its upto us.

– If agencies start selling cheap, what about the guy who has just started off , what will he survive on – Dont sell cheap – we are only damaging ourselves

– IAMAI should consolidate the industry – Why can we Ban people who dont pay up on time. Print media has these safegaurds , why not Internet.

– Change now, raise the bar now otherwise it will be too late.

DEBRAJ TRIPATHY – MOBILE MARKETING HEAD – ONMOBILE

– The guys who speand and have everything in their hands are the guys who need to understand– Its next to impossible to be able to survive at 10 CPM

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Digitial Marketing – IAMAI Conference 2007

I finally managed to attend a “full” conference. I have had the opportunity to visit the forum over the years but have never managed to see / hear more than an hour or so. Yesterday i did! 10- 6 PM , all Speakers and all the topics.

The conference was held at The Intercontinental at Connaught Place and the turnout was very impressive. I overheard one of the officials from IAMAI stating that they had almost double the attendees as las year , which actually was quite clear – there was a shortage of seats.

I have been a good boy and taken tons of notes , interesting comments and observations made by the speakers under the various discussion topics which i shall put up here for the benefit of those who wish to know what took place. It will be a bit of a task and i should have everything up by today evening or tom. Watch this space !