Home >> Marketing >> Article

IMPACT Annv Spl: Challenges for digital branding

16-December-2011
Font Size   16
IMPACT Annv Spl: Challenges for digital branding

In the last three years, the brand marketer has been sold the digital promise a million times – the rising numbers of Internet users in India, the social media revolution, the mobile explosion, the omnipresence of ‘search’, the video phenomenon and so on. However, marketing spends are still not coming the digital way – at least not to the extent the digital fraternity would like it to. How can digital space get a higher share of the marketer’s wallet? There are seven key challenges that need to be addressed for brand marketers to travel on the digital marketing expressway.

The marketer is seeing features, not benefits: Stories around digital need to change from media glorification to brand and business solutions. There aren’t enough Indian stories about brand successes on the Internet. But there is no holistic brand success story. Digital supply partners need to work on providing a solution to a problem faced by a brand rather than merely trying to sell the features of the medium.

There is too much complexity: For an average marketer, it is very complex to deal with multiple media partners. More so, when each one of them sees only their part of the story. So, if you are planning a digital foray or strategy, you will need to meet SEO specialists, SEM specialists, publishers, media buyers, web analytic experts, creative agencies, social media consultants, user interface designers, measurement agencies and many more. In the normal brand management role, the brand manager is not accustomed to meeting so many people to solve a brand problem. So, not only is there a struggle to understand the various facets of the new medium, but one also has to deal with multiple entities. To compound the problem, none of these entities understand the problem in a holistic manner. Of course, some large agencies have started offering all-in-one solutions, but most of them are struggling for talent.

Human Capital, the demand supply mismatch: The digital medium has grown exponentially and is changing even faster. The talent pool has not been able to keep pace with the dynamism of the medium. To launch a digital campaign, you need a combination of skills; brand planning, creative appreciation and deep understanding of technology. This unique and seemingly impossible combination is currently not available in India. As a result, most digital campaigns are thought out in a piecemeal manner. The need of the hour is to invest in developing human capital.

Differentiated measurement metrics: There is little appreciation of the difference between campaigns that attract consumers versus campaigns that acquire them. The latter is very targeted, measurable and scientific with search playing a big role. Using the same yardstick to evaluate campaigns that attract and engage the consumers tends to confuse everyone. Actually, the whole digital media has been sold wrongly on the parameters of measurement only. Of course, there are parts that can be completely measured. But there are parts that may not need a direct measurement. Having a measurement mindset may take you in a wrong direction if you are in the zone of consumer attraction and engagement.

Absence of rich content developers: Most of the great content that we come across on the Internet has been developed in the overseas market. For a marketer, it is a task to find partners who can make best-in-class content given the time and budget. Even service providers seem to be struggling in trying to find and retain good quality talent. While marketing the medium, most partners showcase case studies of non-Indian brands. This builds up unrealistic expectations, which is very difficult to deliver.

The absence of universally accepted measurements: Unlike TV, Press, etc., the digital medium has no universally accepted set of measurement criteria. Whether it is the Internet usage numbers or site visit numbers, you have different estimates floating. This problem is more in the area of brand measurement. There is no clear framework for measuring the impact of communication on brand parameters. This creates confusion.

The marketer’s old media mindset. Most of the digital medium’s characteristics cannot be compared to traditional media. Despite being at a nascent stage, the digital platform has the potential to attract Indian brands and become an integral part of the overall brand communication strategy. As Rupert Murdoch said, “To find something comparable, you have to go back 500 years to the printing press, the birth of mass media – which, incidentally, is what really destroyed the old world of kings and aristocracies. Technology is shifting power away from the editors, the publishers, the establishment, and the media elite. Now it’s the people who are taking control.”

(Manish Dubey is SVP & Head, Marketing, ICICI Prudential Life Insurance Ltd.)

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye