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"@IAMAI Digital Marketing: New Media Tools - A Discussion On Social Apps, Gadgets, Search & More" from "WATBlog.com - Web, Advertising and Technology Blog in India" @IAMAI Digital Marketing: New Media Tools - A Discussion On Social Apps, Gadgets, Search & More
In continuation from our last post on the first panel at IAMAI Digital Marketing Conference (Bangalore) here is the post around the second panel which was on “NEW MEDIA TOOLS” The panel was moderated by PG Ponnappa - Vice President & General Manager, AOL Interactive Here is what everyone had to say: PG Ponnappa - Vice President & General Manager, AOL Interactive stated that a lot of advertising taking place via different media but today relevance of content, timing and form is critical to make an impact and there new media is critical. He said the issue with social networks is that its high traffic but low ad perfomance and therefore inorder to make an impact social media should be treated as a college canteen and you have to be on the noticeboard.
She states that digital media planners today are faced with a dilemme on what to do on orkut, facebook, viral campaign so that they can generate high click through rates (as the CTR on these sites are dismal). But there is lack of quality time spent on deciding an adverstising/marketing strategy that can engage users. She stated that Head to to tail in a long tail goes from Awareness, Engagement and then finally passionate consumers and this fact remains constant for all brands. She also presented a case study of Dove and how they used a significant proportion on online. The case study used home page for banner ads , targetted ads to female users in ymail further they used groups and yahoo answers to invovle targetted passionate users. They didn’t try to pressure users but tried to effectively engage them. She felt there was a need to map consumer behaviour and then define a way for pitching to clients based on the insights from this mapping of behaviour. She concluded that rich media applications offer powerful engagement tool provided you have clarity in your goals with your campaign whether niche or mass.
He negated the bandwidth and broadband issue stating that the bandwidth barrier in india is surpassed by users by downloading in office and background buffering while users surf other sites. He stated that 80% of online videos viewers are willing to watch high quality videos for free in exchange for ads but key thing is high quality of the video and good content which he felt is still lacking in the Indian space.
On the point of how one can use social networks for advertising he stated that social networks should be used to create brand evangelists not primarily ads placement. He felt that today’s marketer has to catch up with consumer and ask questions like Are we still relevant to our consumer? He further asked marketer’s to probe as to How do they know a customers itenary to place an appropriate ad? He stated that consumer today has multiple touchpoints comprising of analog and digital and consumer doesn’t classify them as different medium. It is marketers who does so. He gave the example of KILB which in July became the top new word searched as per google trends in India. But Religare Insurance (The company that came out with the campaign) didn’t have digital assets to direct customer as the consumer went online. So what happened? - A competitor used this to place to place his own no kilb no nonsense ad and ended up driving the traffic! He gave another example of Youngistan which was a top searched term in April but pepsi dint have the right digital assets and the first result was a site youngistan.in based out of bangalore which attracted the traffic. He felt that there were only New tools in the media and NOT new media. He stated that in 1900s it was a high decibel pitch but today the consumer looks for private conversation and hence shouting loudly is not a solution. By giving searches on google as a metric to measure who might be interested in what kind of conversation he stated that the word laptop on google is search maximum from 1) Bangalore 2)Delhi 3)mumbai and 4)chennai this itself is enough insight for laptop marketers to tweak their campaigns online. He stated that in 2005 blogs as a search category overtook magazines and suggested that marketers should look to use the long tail blogs to reach their passionate consumers. Besides for social media and blogs the other tool that he spoke about was Mobiles. He stated that in India 3 times better and purer leads come from mobile search ads than desktop search ads. He also stated that mobile search queries constitute 10 % of all desktop queires in India. Comparing this to the US markets he said that the iPhone which is one of the best handheld browsing devices garners 2 times the search queries of all other smartphones put together. Giving a consumer viewpoint he said that 71% of those who consume mobile internet ads say there perception of brand and recall has increased. Moving on from mobile to voice based search he said that voice based search is succesful but scaling is very tough. Google has recently launched voice search in Delhi.
He felt that social apps is key in the growth of social networks in India but he also felt that the same needs to evolve as time goes on.
There was also a healthy discussion and many important questions were raised during this panel. Some of them are as follows: Q) What % of successful campaigns are without offline help? A) It depends on consumer mapping of the product very rarely is it online alone is succesful Q) Can digital be measured qualitatively? A) Industry today is a weak body and there is no lobbying together perphaps it will improve. Any measure will be quantiative as standards are missing. Another problem is digital and offline is segregated which should not be the case. China has an interesting measure of cost per day which could be considered. There is a need to whitelist communities and blogs to drive better mileage in social networls space for every dollar. There is also a need to serve behavariol ads. Q) Given the broad range of new media tools do you feel that specialist agencies will have an edge over generalists in this space? A) In US the trend is an integrated agency does PMO role and outsources to speciality firms. In india today no mainline agency is as active hence digital agencies themselve approach the clients and this sometimes fragments the spend and holistic approach. Q) How do you see new entrants like In.com in the horizontal portal space? Also what are you thoughts on Social networking sites? Do you think portals like yahoo sify and others will see a fall in ad revenue due to such increased competition? Or is the market expanding fast enough to incorporate so many players? Today on certain specific sites we are undercutting each other but as whole the pie is increasing and also individual shares. Thats it for now.. Stay tuned for the post on 3rd Panel. (We would like to thank Deva our guest blogger in bangalore for the coverage) Related PostsAlso check out Our Jobsite: WATJob Our Video Show: WATShow Our Gaming Blog: WATGame Our Consulting: WATConsult More Recent Articles
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Pearl Uppal Director Advertising Sales, Yahoo! India 
Naren Nachiappan the Managing Director of Jivox which is a Video site spoke at length about video as a new media tool. He pointed out that in India you tube 6th most popular site as per alexa rankings. He also forecasted a bright future for online video and stated statistics that video impressions are to surpass search in Q1 of 2009 in North America as per comscore data.
Parminder - Business Head - Technology & Media Google India pointed out that customer dont click on ad as they dont want to move away from page. He suggested the use of google gadgets to initiate conversation instead as an alternative to initiate conversation.
Premlesh Machama, Head Ad Sales, Sify Ltd was more circumspect when it came to social networks and their future he said that People are moving away from social networks as boredom is setting in and the no of people who scrap daily from india looks to have fallen. He felt there was a need to humanize content. Stating as an example he talked about Apolo hospitals which had started a community in chennai for its High BP patients.
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