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Misdirected understanding of ROI is killing creativity in digital: Marketing Conclave

by Satrajit Sen

According to Ravi Kiran, CEO, South Asia, Starcom MediaVest Group, misdirected understanding of return on investment (ROI) is killing creativity and future focussed initiatives in the digital advertising industry. Kiran was speaking at a panel discussion titled ‘Online and Mobile’ of the Marketing Conclave organised by Internet and Mobile Association of India (IAMAI) in New Delhi on 29 April, 2010.

by Satrajit Sen

According to Ravi Kiran, CEO, South Asia, Starcom MediaVest Group, misdirected understanding of return on investment (ROI) is killing creativity and future focussed initiatives in the digital advertising industry. Kiran was speaking at a panel discussion titled ‘Online and Mobile’ of the Marketing Conclave organised by Internet and Mobile Association of India (IAMAI) in New Delhi on 29 April, 2010.

Ravi Kiran said that rather than ROI, the marketers should be looking for ROO that is return of objective. “One should not run after money, rather should concentrate on the objective he wants to achieve. Marketers should aim for creating experiences, which will guide the consumer to make a purchase decision,” Kiran added. He further said that today, what internet is to Auto, BFSI (Banking, Financial Services and Insurance) and IT, TV was to HLL, P&G and other FMCGs (Fast Moving Consumer Goods). But the scenario is changing and many FMCGs are coming on to the net gradually.

Presenting his views about marketing on digital media, Kartik Jain, head, marketing and eChannel, ICICI Lombard, said that internet is a text based medium and hence text ads work well here. “We used search marketing for some of our products and they delivered for us better than any banner ads. Text ad has more chances of getting noticed as compared to content on banner ads,” Jain added.

According to Satya Yerramsetti, chief executive officer, 160by2, it is important to catch the psyche of the consumer irrespective of whatever medium the message is being carried on. Citing example, Yerramsetti said that 160by2 had initiated an SMS based campaign for a magic show by P C Sorcar in Hyderabad. “Initially, we advertised ads below the free where we wrote ‘P C Sorcar Show’. But we did not get good response from the campaign. Then we changed the copy and wrote ‘P C Sorcar Magic Show’. This worked for us and got good responses. We had earlier assumed that people already knew P C Sorcar and hence failed in catching the psyche of the consumers,” Yerramsetti added.

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