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Sunil
Rajshekhar
President and COO, Times Internet
Economic slowdown will spur experimentation and trial. In
the West internet advertising is big, but it is still very
small in India. There are indications that the slowdown has
led to advertisers beginning to shift their budgets to the
internet. While ROI is the least common denominator for advertising
spends across
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platforms,
it is an oft-overused term in internet advertising. Many insist
on running a campaign for an extended duration irrespective
of the fact that the campaign objectives through targeted
CTRs (click-through rate) may have been achieved long before
that. Even the most evolved advertisers look to search marketing
for pure-play ROI buys and use display advertising for hybrid
buys combining branding and performance.
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Gaurav
Gupta
Director Marketing, General Motors (India)
We
foresee a situation of growing inventories, desperate retail
environment and overall reduced spends across most industries.
This scenario warrants a stricter vigilance on experimentation
in advertising campaigns - be it in traditional or new-age
media. Spending on digital media as a percentage of overall
media budgets still hovers
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low, single-digits in most categories. Marketers who have not
tasted early-successes in digital media will be wary of continuing
or extending their marketing spends. The early adopters will
pick select best practices or past success and continue spends.
ROI-driven campaigns will be the flavour during 2009 with the
brand campaigns limited to new launches at best. Effective Customer
Relationship Management (CRM) will be the mantra for survival
and success. Digital media aids in effective CRM and relying
solely on lead generation would be an under-exploitation of
the potential and self-defeating in purpose. |
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Santosh
E G
Digital Marketing Director, MRM Worldwide
Digital advertising in India has, by and large, been experimentation.
Only a few industry categories such as banks, travel portals,
shopping sites and insurance have a focused approach. Experiments
can be quite costly in a slowdown. So, the motto would be,
�Stick with what worked.� As online advertising is sold
on
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�measurability� factor, marketers would also expect the same
from all their campaigns. Each campaign would be benchmarked
against a predefined ROI. The online collaterals used to achieve
the ROI may vary (depending on the publisher ad inventory).
Search Marketing or pay-per-click ad campaigns and low-cost
activities such as social media marketing and buzz marketing
or viral ad campaigns will be the focus areas for the marketers. |
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Shubodip
Pal
Head, Marketing, PSG, HP
If there is an impact then the most modest impact of the recession
will be on the newer media such as out-of-home, cinema and
wireless media. Social media will prove to be an interesting
and cost-effective way of communicating with the consumers
directly without a long term commitment. Digital
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enables behavioural targeting and reduces significant waste
by cutting down on the ad spend on people who have no interest
in your product whatsoever. Will advertisers start demanding
more accountability from every rupee they spend? Yes, they will
and would also want to go safer by sticking to the tried-and-trusted
media - for instance, TV and Print. But when it comes to digital,
I would personally go ahead with lead generation and ROI-driven
activities rather than brand-building campaigns. For instance,
if we used to allocate Rs 100 on digital advertising and earlier
if it was 50:50 spends between brand building and lead generation
campaigns, now the case could be 20:80 in favour of lead generation.
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