The engaging opening session at the 3rd IAMAI Conference on Digital Marketing in Bangalore on September 10 set the precedent for the following sessions during the course of the day.
A panel discussion on ‘New Media Tools’ saw the participation of PG Ponnapa, MD, AOL; Pearl Uppal, Director-Advertising Sales, Yahoo! India; Naren Nachiappan, MD, Jivox; Premlesh Machama, Head-Ad Sales, Sify Ltd; and Parminder Singh, Business Head-Technology and Media, Google.
Ponnapa commented on some of the new media tools, including SMS advertising, social networks, mobile social networks, Bluecasting and retail advertising on mobile. He advised, “The New Media throws multiple opportunities as well as challenges, but don’t penalise the media, treat it as it is.”
Yahoo!’s Uppal said, “Engagement is of paramount importance today, but there is an issue of not enough investments being made for research in consumer behaviour in the digital medium. The inherent nature of digital allows for engagement and conversation.”
Jivox’s Nachiappan made a compelling case for online video advertising over other traditional forms. He said, “Online video advertising has finally arrived and is all set for rapid growth in India. This is a powerful medium, which can capture the attention of Internet users better than comparable text or static images.”
Google’s Singh made an interesting point of catching up with the consumers as they were always ahead in catching on a trend and the need of being relevant to the consumers. He said, “There is no offline or online world, but these are touch points for consumers that have to be identified and the need is to create communication which provides seamless experience to its users.”
There was also the issue of humanising content, which Machama of Sify emphasised.
In another session on ‘How to fight web wariness and emerge as a winner?’, Rohini Rewari, Head-Online Campaigns, Intel, spoke about Intel’s brush with the medium where they launched tentatively a game on their site which got almost 16,000 visitors in a month, which was way beyond Intel’s expectations.
Namrita Sehgal, Senior Manager of Trilogy brought to fore the subject of web wariness within consumer space which are ‘in your face’ advertising, banner ads getting larger and the post click experience which many a times does not match the promises given online. To overcome these, she suggested that customers should be co-opted to propagate the brand and customer conversation being initiated.
Gaurav Gupta, Regional Manager-Asia Pacific, GM, gave an insight on how GM had used only two outdoors in the traditional media vehicle for the launch of its Captiva and spent rest of its monies on the digital and mobile marketing. He spoke about the three pillars to create high impact, including integration/ innovation, strategic partnership and sustenance and continuity. Gupta also informed how GM paid attention to its online reputation and scanned all blogs to understand what was written about its cars. They are also successfully focussing on online consumer feedback.
There was also discussions on ‘The Blended Search Revolution’, where Milind Mody, CEO, eBrandz Inc, gave tips on getting featured on top searches and how inclusion of image and videos had changed the search scenario. The final discussion was on traffic to websites and conversions.