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Selling audiences is what matters during online media planning and buying: IDS 2010

by Satrajit Sen

by Satrajit Sen

According to Hari V Krishnan, country manager, LinkedIn India, the online media planning and buying has evolved in three stages. “First, there was ‘bought media’ where banners were more popular, then came ‘owned media’ like websites, and now it is ‘earned media’ like social platforms. However, in all the three stages, selling audiences is what matters and we have delivered great value to our advertisers by doing that,” Krishnan said during a panel discussion, titled ‘Digital Marketing Solutions for Working Professionals’, at India Digital Summit 2010.

Responding to a question raised by Vivek Bhargava, chief executive officer, Communicate2, on why many brands still spend 70 per cent of their media budgets on TV whereas both internet and mobile can play 2 to 3 minutes videos, Sumit Sehgal, corporate vice president, marketing, Max New York Life, said that in the industry that he is working in, building trust is imperative and for doing that most of the media budget needs to be spent on TV. “Indian consumers still have the feeling that if the brand is on TV, it is got to be good and hence we act accordingly,” Sehgal elaborated.

According to Sumit Sehgal, the digital medium should not be looked at just as a medium for advertisements since a lot many things like new customer acquisition and retaining old customers can be done effectively through this medium. Sehgal further said that digital marketing units of brands need a makeover so that they could look at the digital medium not as a stand-alone activity but as a part of the entire brand building process. “We have used digital to great extent for acquiring new consumers as well as holding on to old ones,” Sumit Sehgal added.

Virginia Sharma, director, marketing and communications, India and South Asia, IBM Software Group, said that for the IBM brand, different form of content have played a different role in decision making process of the client. For instance, Bluetooth marketing at airports and CXO summits have worked well for the reputation management, Sharma added.

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