Though search engines like Google boast of being able to calculate the actual ROI per online marketing campaign, a majority of marketers in India are still questioning the validity of reaping ‘payback’ benefits from this much hyped medium. ROI simply depends on the definition of ‘success events.’ A case in point being the banking sector. Banks have defined success event as ‘lead generation’ (because they possibly see Internet only as a ‘sales tool’). But advocates of online advertising believe that such an assessment is stifling to the vast potential that the medium offers. They prefer to define success events as ‘time spent with content, number of pages viewed, number of repeat visits, number of users who visited as a result of exposure, number of conversations generated as a result of advertising, number of voluntary participations as a result of exposure’. Asserts Rahul Nanda, COO of Web Chutney, “The medium allows you to measure and track reach, it also allows you to be in control of your budgets real-time and target your audience with more focus.”
All said and done, for the present and even
in the near future, online advertising in India will just remain an add-on medium or as Titus Upputuru, Creative Director, O&M, puts it, “For marketers it will always be ‘achcha kuch online bhi soch lete hain’.” And even then, for most marketers, Internet advertising simply means banner ads. The more adventurous ones adopt the ‘pay per click’ model. But even here, faultlines creep in as the risk of false clicks is very high and marketers end up paying huge amounts for false clicks. Savvy marketers are therefore increasingly using consumer profiling, demographics and proper media planning to overcome such obstacles. Adds Nanda, “Understanding user behaviour is the first step in the online advertising process. Any online campaign seeks to engage the user with carefully targeted ads based on their browsing behaviour, time spent on different web properties, matching the ad content with the website content and other relevant parameters. The next step is ‘Behavioural Targeting,’ but India is still some time away from it.” Foolproof consumer profiling techniques are also reducing privacy intrusion of surfers tremendously. Intrusive banner formats today, are moving towards a scenario where users are given the choice of making them non-intrusive. Many formats today ask users if they want to play the ad whereas all the formats give the user an immediate option to close the ad. Advertisers also limit the exposure of the ad to the same user these days (example – person sees the ad only once a day) so that there is minimal irritation. The usage of ‘pop-ups’ specifically as a format is largely done by transaction-oriented companies (banks, money transfer etc.) who want an immediate response/action from the user in the form of a lead. This definitely can be an irritant factor, which can disrupt the user experience but this again, is slowly changing to formats which are less intrusive. such as pop-unders
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
All said and done, for the present and even
in the near future, online advertising in India will just remain an add-on medium or as Titus Upputuru, Creative Director, O&M, puts it, “For marketers it will always be ‘achcha kuch online bhi soch lete hain’.” And even then, for most marketers, Internet advertising simply means banner ads. The more adventurous ones adopt the ‘pay per click’ model. But even here, faultlines creep in as the risk of false clicks is very high and marketers end up paying huge amounts for false clicks. Savvy marketers are therefore increasingly using consumer profiling, demographics and proper media planning to overcome such obstacles. Adds Nanda, “Understanding user behaviour is the first step in the online advertising process. Any online campaign seeks to engage the user with carefully targeted ads based on their browsing behaviour, time spent on different web properties, matching the ad content with the website content and other relevant parameters. The next step is ‘Behavioural Targeting,’ but India is still some time away from it.” Foolproof consumer profiling techniques are also reducing privacy intrusion of surfers tremendously. Intrusive banner formats today, are moving towards a scenario where users are given the choice of making them non-intrusive. Many formats today ask users if they want to play the ad whereas all the formats give the user an immediate option to close the ad. Advertisers also limit the exposure of the ad to the same user these days (example – person sees the ad only once a day) so that there is minimal irritation. The usage of ‘pop-ups’ specifically as a format is largely done by transaction-oriented companies (banks, money transfer etc.) who want an immediate response/action from the user in the form of a lead. This definitely can be an irritant factor, which can disrupt the user experience but this again, is slowly changing to formats which are less intrusive. such as pop-undersFor Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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