IAMAI Seminar: Analog Vs. Digital: Where to spend marketing budgets now, and why?

IAMAI Seminar: Analog Vs. Digital: Where to spend marketing budgets now, and why?

Author | Tuhina Anand | Wednesday, Sep 10,2008 8:18 AM

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IAMAI Seminar: Analog Vs. Digital: Where to spend marketing budgets now, and why?

IAMAI held its 3rd Conference on Digital Marketing, ‘The impact of technology on business and life’ in Bangalore on September 9, which saw on the panel various eminent players in the digital space and an equally interactive audience.

The opening session of the conference saw a panel discussion on ‘Analog Vs. Digital: Where to spend marketing budgets now, and why?’ Moderating the session, Manish Vij, Co-Founder and Chief Business Officer, Smile Interactive, posed questions to the panellists that included the shift in client’s budget in various categories on the digital medium, why no separate budget is earmarked in the media plan for digital, how one could engage in conversation with consumers on the Net, the readily available data of users acting as a handicap for marketers and agencies as it led to more questioning vis-à-vis a mass medium and the need to talk the language of the offline medium when buying media.

Mahesh Murthy, Founder and CEO, Pinstorm Technologies, who was not bullish on the travel sector, which has traditionally been a big spender on the digital medium, observed, “The demographics are indicating the spend on the medium like youth brands are now increasingly using digital to reach its TG.”

Kiran Gopinath, CEO, Ozone Media, added, “Though CPA can be used by few brands, it is not the best way to measure new advertisers and their success.” The point is that the clients needs to figure out what their communication is – result building or brand building – and then use the medium accordingly.

The panel also discussed the issue of more data being readily available on the digital medium, which only led to room for more questioning. This obviously is not the case with mass medium like television and print, where measurability is not accurate.

Sudha Natrajan, COO & Joint President, LMG, who took part as a member of the audience, commented, “My take is that the media agency that handles the better part of the Rs 17,000 crore of the revenue of the media industry is kept out of the loop when it comes to Internet advertising. The portals tend to not educate the agencies on their medium, and go to the client directly to sell their advertising space.

Unless we all work together, it would not be easy for the Internet medium to realise its fullest potential. Unless the agency, which is planning all the media investments of a client, justifies the inclusion of this medium in its overall strategic recommendations for the brand, it will continue to be a medium in which the client will spend a miniscule part of his left over budgets.”

Chetan Marwah, Partner and CEO, ISHIR Digital, emphasised on the fact that there was a need for a change in perspective and be seen as adding value to the brands and not just a medium that offers access. There is a need to speak to the marketers and make the media more relevant by understanding client’s objectives.

“To integrate digital as part of the media canvas, there is a need to look at the TG, which in most cases is the youth. This being true, there is a need to look at various touch points for this group and engage in conversation with consumers,” opined Kushal Sanghvi, MD, Media Contacts.

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