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A skewed budgeting system is stopping the Indian digital industry from a balanced growth

According to Vivek Bhargava, CEO, Communicate2, the need of the hour for the online marketing industry in India is a healthy mix of budget. “Presently a skewed budgeting system is not letting the industry to register a balanced growth. Companies and brands need to realise that a healthy mix of budget for the traditional, offline and online media is the key to build successful brands,” Bhargava said while speaking at the 7th Marketing Conclave organised by Internet and Mobile Association of India (IAMAI) on 21 April, 2011 in Mumbai.

According to Vivek Bhargava, CEO, Communicate2, the need of the hour for the online marketing industry in India is a healthy mix of budget. “Presently a skewed budgeting system is not letting the industry to register a balanced growth. Companies and brands need to realise that a healthy mix of budget for the traditional, offline and online media is the key to build successful brands,” Bhargava said while speaking at the 7th Marketing Conclave organised by Internet and Mobile Association of India (IAMAI) on 21 April, 2011 in Mumbai.

Commenting upon the need to bring science into the art of digital marketing, Hitesh Oberoi, co-founder and CEO, Info Edge India said, “This is important as it enables the companies to measure the success of their strategies. Mobile marketing is another area that will change the way businesses operate.”

Dulles Krishnan, director, IBM Commerce solutions said that the digital medium has huge potential to be the differentiator in marketing strategies. “The online medium presents huge potential for the marketing community as data suggests that the medium has not been tapped to its fullest extent,” Krishnan added.

Nagesh Alai, president, Advertising Agencies Association of India (AAAI) said that understanding the online medium is needed so that strategies which will ensure the growth of the industry can be formulated. “The online marketing industry has a huge potential as it will boost e-commerce and build brands at competitive costs,” Alai has said.

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