The IDG Group, which has under its belt some of the leading IT publications including ‘CIO’, ‘Computerworld’ and ‘PCWorld’, among others, held its Tech Marketing Hub in Bangalore. The topic of the seminar was ‘2011 - Time to Connect Digitally’ and saw key players of the industry express their views. The event was supported by exchange4media.com.
David Hill, President and CEO of IDG International talked about a publisher’s journey to the web. He talked about the digital transition and how the group had to reinvent the business, including the content, and even re-look the revenue models to adapt to the changing ad landscape, especially in the US, where digital had become an integral part of the media plan and the share was growing every day and was often much more than the print medium. In fact, this change is happening all over the globe though the rate of change varies.
He said, “The key challenges one has to face while on the path of digital transition, especially for a media company like IDG, were reinventing journalism, investing in new skill sets, investing in technology, developing new products and educating customers.”
He also offered few pointers on how they transformed their business – managing print appropriately, meaning though print is not dead, but with changing times comprises smaller piece of the market, invest heavily in interactive opportunities, global knowledge sharing, focus on innovation, and last but not the least, think global but act local.
Gourav Jaswal, Founder and Director, Synapse, talked about the whys and why not’s of digital marketing. Talking about why not, Jaswal made the point that often digital activity did not mean digital business. He said, “Even if a campaign has seen tremendous activity, it might not translate into business. In that case, one has to find out the real objective of the campaign, whether it was to only generate digital activity and not sales.”
On the biggest plus on why go for digital marketing, he said that the advantage was that the medium and its ability to test, measure, learn and change. He took a strong stand saying that the medium deserved better and bigger budget from the marketers consciously spending on this medium. He hoped that in time to come, all media would be digital as print was not just a magazine, but also what one read online and so was OOH, which was not just billboards.
The seminar had a panel discussion on ‘The Role of Online in Today’s Marketing Mix’. Ramachandra Murty, Head - Marketing, Wipro, who was on the panel, said, “In the last 18-24 months, digital has seen a meteoric rise and we will surely be looking at increased spends in this, especially because digital provides a flexibility which traditional media can’t. It scores as it has the ability to engage and interact with the audience where traditional media fails.”