Let's look at an example of a typical harried consumer who didn't have the time to read the morning's pink paper. He then decides to pick up the news from his office on the newspaper's Web site. But before he can do that, he's called away to a meeting. So he picks up his mobile phone, punches in a four-digit number, and he gets the news he missed on his instrument!
Advertisers can no longer bet on just traditional media. Online and mobile advertising offer them valuable ways to increase customer touch points and extend the reach of their brand.
According to the Internet & Mobile Association of India (IAMAI – previously the Internet & Online Association of India), the online population today stands at 28 million and is expected to grow to 100 million by 2007-08. At the same time, the number of people with mobile phones is over 60+ million today, expected to grow to 200 million by 2007-08..
Within a year there will be more mobile phones users in India than televisions and computers put together. Mobile is about taking the Internet to the next level and deepening the relationships companies have with their customers by providing them with the services and information they need when they need it: when they are on the move, need a piece of information, and need more context to make a purchasing decision. The relationships companies will have with their customers, employees, and business partners will be like wireless technology itself: an always-on connection built through a series of integrated experiences over time. Ms Preeti Desai, President, IAMAI believes 'for companies that master integrated marketing techniques, the payoff is potentially enormous: a big jump in customer mindshare while holding the line on marketing costs'. While big advances in advertising technology once favoured traditional giants and could afford to mass-market its message, the new techniques like search marketing are affordable to smaller companies, too. " The real challenge is to help marketers deliver on the promise of integrated marketing campaigns, leveraging what traditional messaging vehicles are good at -- achieving greater reach and saturation -- while making best use of the unique offerings of the web -- its interactivity, the power it gives to the user, its capacity for personalization, and its measurability' , she added. Integrated advertising incorporates the best of online and offline media and can complement each other. Shalabh Pandey, Group Head (Online & Direct Marketing) at Grey Sychronized, points out: "TV, print, radio and outdoors are 'one-to-all' mediums unlike the Internet, which is one-to-one -- pointcast as against broadcast." There is research to suggest, he says, that using online in addition to mainstream advertising can result in higher recall and better effectiveness. "The Internet and mobile phones are complementary to other traditional media and provide a level of interactivity and immediate feedback that is lacking in the latter," says Sachin Bhatia of MakeMyTrip.com.
Bhatia feels that advertisers should use both mobile phones and the Internet as a package to capitalise on the advantages of both. "The Internet, though it has lower penetration, provides an opportunity to explain one's message in detail, whereas mobile phones, with twice the penetration, can get the message across faster," he says. He points out the example of the hit TV music show Fame Gurukul, where the Internet and mobile phones complemented traditional media every effectively. "People who have missed out on an episode or want to see re-runs are turning to the SifyMax Web site, which is generating close to 100,000 downloads per day for recent episodes. People can also audition for the show through their mobile phones," he says. Mobile devices can be used very effectively to enable people to participate instantly in promotions or to receive information. "If a television ad for a new car carries a ticker that says 'SMS
Another example of integrated advertising put to good effect was the `Incredible India' campaign of the Ministry of Tourism. "Contests like `ZDNet Incredible India Photo Contest' were promoted in Digit magazine. Apart from this, there were ads on ZDNetIndia.com to drive traffic to a section on the site. The campaign received a phenomenal 450+ entries in a span of around a month," says Pandey. On another occasion, he adds, people could get information on tourism-related issues by sending a SMS message from their mobile phones. They would then receive a message with the appropriate link to the page on the web site.
Air-conditioning company Blue Star also resorted to this technique when it wanted to stay ahead of the competition in April 2004. Explains Carlton D'Silva: "Interface came up with a print campaign that was backed by the Hungama short-code 4646. The short-code was given in the ad to enable instantaneous communication. So a consumer who saw the ad and was interested in the product could send an SMS for more information, and have the call centre contact him. This enabled Blue Star to get 50,000-plus leads through the print campaign in a month." One of the benefits of online advertising is that it's intrinsically measurable. It's possible for advertisers to track exactly how many people clicked on that ad, what sort of Web sites – and hence products and services -- they're interested in etc. There's another, indirect advantage in that advertisers can use the information they've gleaned from their online campaigns to find out how effective their offline efforts are.
Both offline and online media have their own set of benefits. The benefit of an online campaign is that it's very targeted, interactive, allows users to get much more information, and enables direct contact with the advertiser. The advantage of an offline medium like, say, television is that it can create very powerful images and touch an emotional chord with the viewer, not to mention its much wider reach. Needless to say, the best results can be had by combining both methods. In the future, says Carlton D'Silva, "every piece of communication in the traditional media will lead back to the Internet/mobile medium for lead generation and information dissemination."
Integration is clearly the name of the game.
In lieu and to honour and award this growing industry the IAMAI has sponsored several categories along with the Advertising Club of Mumbai during the forthcoming Effie’s Awards to be held in Mumbai on the 24th of October at the Hilton Towers, Mumbai. Among them are the awards for the
Interactive Marketing Communications (which honours entries that use the Internet and Mobile as the sole mediums of communication)
Integrated Marketing Communication (which honours campaigns that have utilized a marketing mix that encompassed at least two communication mediums, of which one is either the Internet or Mobile)
source : .iamai.in
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