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Yes the Future of Marketing is changing with the times
and it is time to gear up........
 Hemant Soreng, Deputy General Manager - Interactive at Lenovo (India) Pvt.
Ltd, who has more than 11 years of experience in advertising and
marketing, primarily in the online space speaks about the emerging trend of
Internet marketing. His entrepreneurial foray was his start up, eDeltaC
Communications, an online marketing company, which was eventually bought over
by Ogilvy. Subsequently, Hemant went on to head Ogilvy Interactive in India.
Excerpts from Mr.Hemant‘s Talk...
Compared to the times in 1998-99 when I first started
working with Internet marketing, lots of things have changed. I would have to
explain things like what is Internet and FTP, as Internet was unknown at that
time, Laptops used to cost 1.4 lakhs, Today first of all cost of Laptops are
lot cheaper and awareness of Internet has grown, clients are more evolved and
are asking for more.
In India
today there are close to 30 million Internet users, 200 million mobile users.
Internet spend has grown to Rs.200 crores today from Rs. 3 crores in 2000.
Today the software services market worldwide is Rs. 120-130 billion;
Advertising market is close to 500 billion dollars out of which about 10% is
online marketing. In India Traditional marketing is used predominantly.
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A typical mistake a marketer makes is putting the consumer last.
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Before buying a consumer durable item, 90% of the people
in the US
go online to look for options, if not actually buying online. This supports the
notion that more and more people are taking buying decisions based on the
internet. Though in India
83% make their buying decisions based on social opinions, 77% based on
Newspaper advertisements and 71% based on
TV Advertisements. . PCs, consumer durables and Insurance etc. more and more
people are looking at internet for buying. Only 18% of TV advertisements
generate positive ROI.
The statistics says that in 84%of B2B campaigns the sale
actually drops. Currently each individual is being exposed to 3000 messages per
day, and 69% are interested in investing in Advertisement blocking
technologies. So investing in the wrong medium can be more harmful to
the purpose.
A friend of mine with a media background says that by the
end of this year there are going to be 500 TV channels. The TV advertisement is
not one to one.
Comparative GRP - Gross Rating point - a measure of the
target audience reached by the advertisement. If you look at the peak in rating
there is no co-relation about which advertisement reaches the target.
EBay has 14 million auctions, 200 million blogs are
there, Wikipedia has 4,000,000 articles, Second Life has 1.5 million residents.
These are the phenomena which are happening currently. What is the option as a
marketer and an advertiser that we have, there are 6 Zillion different people
who need to be reached out to, known and unknown customers, each person with
different likes and dislikes and interests. Analytics is the most important
point, Creative analytics, media analytics, consumer analytics and deciding
your campaign based on that.
It's all about optimizing your campaign and taking feedback about it.
He was speaking at a Panel Discussion organized by
Businessgyan and TASMAC on the topic ‘Internet Marketing'.
Compiled
by Ms. Mangal D Karnad for Businessgyan
Issue BG83
Feb 08
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