With more and more brands embracing digital advertising, many have even learnt that the new media is getting fragmented and, therefore, the need for a 360 degree communication within the medium itself is important to reach out to their TG. With new technologies coming in, particularly the launch of 3G is said to see a spurt in 360 degree marketing in digital media alone – be it social media, search, video, SMS, etc.
A recent example is that of Bajaj Auto, which launched its most expensive 360-degree digital campaign, which encompassed all aspects of online and mobile marketing, and reached out to consumers in several ways – advertising on major portals, SEM, verticals for specialised content – cricket, gaming, auto, social networking and so on.
Netcore Solutions is another such example, wherein one of the leading companies in Linux-based messaging and security solutions had earlier this year rolled out a 360-degree digital communication, where they integrated mobile in multiple categories such as SMS, voice and email.
exchange4media finds out more on this emerging trend from some industry experts.
Atul Hegde, CEO, Ignitee Digital Solutions Pvt Ltd, underscored, “Unlike in the past, today the consumers are using the Internet in various ways and the Net is becoming far more important as far as opinion formation is concerned, therefore, it is natural for brands as they become more evolved in the digital medium, they need to reach out to all the avenues that is relevant for the user at this point of time, which means being in social media, blogs, search, mobile – SMS becomes extremely critical.”
Hegde further explained, “The biggest benefit of going 360 is that the brand is in sync with its consumer, who is surfing 360 degree, hence there is no way that the brand can miss its TG. More importantly, what this medium offers is engagement, and today engagement is more in the social sphere. More and more brands are taking to this route. In fact, in Ignitee itself in over 15-20 of the campaigns that we rolled out, most of them would have had search, social media optimisation or mobile. So, increasingly most brands are taking the route of 360 degree communication in digital media.”
Sandeep Singh, Business Director, Quasar Media, noted, “Consumers today have an increased opportunity in digital media. His activities on the Internet have also increased, therefore, it has become necessary for brands to take to 360 degree route as the digital medium itself is getting segmented and the consumer is spread across the digital medium.”
According to Rammohan Sundaram, Managing Director and CEO, Networkplay.in, “Going 360 degree for any brand is an important parameter because there are different touch points that media touches upon, and today a lot of content gets consumed on mobile alone, be it news, messenger, email, and with 3G India coming soon, one could watch even television on the mobile. All this, therefore, makes it an important parameter for brands to address their business objectives through multiple formats within the digital media. So, a 360 degree approach in terms of platforms is very important for any brand in today’s scenario.”
“The benefits of a 360 degree digital communication are immense as it will not leave any user within this sphere untouched. Therefore, any 360 degree activity that a brand undertakes is largely because it wants to reach out to all their consumers or their TG in the sphere of the media platform available,” he added.
A word of advice:
Quasar Media’s Singh noted, “Brands need to come out of their shell and start communicating to their consumers on the same platform/ level as their consumers.”
Ignitee’s Hegde observed, “Brands need not look at display advertising alone, rather it should become relevant to its consumers, see where he is and the importance of search, social media or even mobile that plays in the consumers life. I believe by the end of 2010 we will see digital advertising double, there will be a lot many new categories coming in. The industry has been growing more than 40 per cent and I see no reason why this growth should not continue in the near future as well.”
Sundaram of Networkplay.in said, “I believe most youth brands as of today are not logged on to the Internet as much as it should, what it requires is a tangible 360 degree idea, which can get extended across all the platforms of this medium. While everyone in the digital media is evangalising the medium, it is in the ideation part that we are lacking, and ironically, there is no one coming up with a concrete idea that would positively impact the brand.”
Thus, while 360 degree communications in digital advertising is picking up among brands, it has become very important for brands using digital media to spread across the digital platforms in order to reach out their TG. With 3G launch in India expected soon, 360 degree communications in digital media is expected to see a growth spurt.