‘Don’t divorce ATL campaigns while going digital’

Marketers stress on using digital marketing initiatives along with traditional and other online marketing practices to gain maximum traction with consumers

e4m by Pallavi Srivastava
Published: Feb 27, 2012 8:15 AM  | 3 min read
‘Don’t divorce ATL campaigns while going digital’

Digital marketing is increasingly gaining importance among marketers, but at the same time, they feel that digital marketing initiatives should not be isolated from traditional and other online marketing practices.

Abdul Khan, Senior Vice President & National Head of Business Marketing, Tata Teleservices, stressed, “Don’t divorce your ATL campaigns while going digital. It is very important to find a way to connect the digital campaign and the traditional media campaign.”

Pete Blackshaw, Global Head of Digital Marketing and Social Media, Nestle, felt, “Everything complements one another. Television complements the effort on social media, social media or other digital efforts complement traditional campaign. Digital is not in isolation.” He further shared how the Nescafe campaign – ‘Bring out the best in you – first started with a PR campaign, which was then extended on social media and digital space, and later complemented by TVCs. The campaign received overwhelming response and helped Nescafe connect with the youth. Blackshaw further stressed, “Think about a way to take your big ideas on other media to digital. Digital strategy for any brand should not be isolated.”

Marketers feel that keeping digital initiative in sync with the campaign on other media helps the brand reap maximum benefits. A TV campaign creates awareness, and when used in combination with digital, the same campaign can engage users at a higher level and have a stronger cumulative effect than two separate campaigns on television and digital. So, it is very important to keep digital and traditional marketing married to each other.

S Sridhar, Director - Marketing, Dell India, remarked, “Digital is not important as a standalone. A marketer needs to be careful about the entire mix and that’s what is going to make the difference to the brand.”

Online advertising in India is northwards bound. According to the Pitch Madison Media Ad Outlook 2012 report, the medium grew at 45 per cent, taking its revenue up to Rs 985 crore (excluding search advertising component). And if we include Search, the total goes up to Rs 1,535 crore. The report also projects that online advertising would go up to Rs 1,478 crore (excluding Search) in 2012, a growth rate of 50 per cent. Internet is also expected to take its share up in the ad pie from the current 3.8 per cent to 5.3 per cent.

Talking about the opportunities digital marketing provided a marketer, Sridhar from Dell said, “Digital marketing has changed the way marketing is done... sometimes I feel like a kid lost in a toy shop. I want to do everything, I want to be on every medium and I want to do more. As a marketer it gives me more time to interact with my consumers.”

The marketers were speaking at Ad:Tech conclave, held in New Delhi over two days on February 23-24, 2012.

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