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Wednesday, January 18, 2006 |
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Day 2 - Digital Summit 2006. Moderator: V Ramani, CEO, Mediaturf
What drives the digital medium - personalization, expression, immediate access, inofrmatio/content, viral capabilities - the internet enables you to build relationships. The challenge for marketers - 1. Don't use online for building on your traditional media campaign - create communication specific for the net using its inherent advantages 2. Get your creative partners to think that way - the net is not just a medium - it is a creative experience 3. Look at holistic media measures - industry standards are needed Benefits - quicker, more flexible, higher response rates, real time tracking and emasurement, interactivity. The relationship changes - the customer is in control and the relationship is based on information, and the service based in real time. Examples - Make it my Moto campaign which leveraged the need of customers to personalize their phone experiences. Question from moderator - are their discussions with creative heads on the digital media - are the budget outlays large enough to justify it? Answer - honestly no. Agencies and marketers are equally at fault. As the net spreads, marketers willynilly will have to wake up to the need for specialists. But it will be a gradual process. Naren Chandra, Head of Marketing, International Banking, ICICI Bank Brief overview on how ICICI bank has gone global. Started off 4 years ago - needed to target indian customers and corporates abroad - NRI's. Apart from using mass media for NRIs - TV, print, events - they felt they needed to be more effective with reach, and at lower costs. He never needed had to justify his decision to go online to seniors - it has paid off. Started off with typical stuff like cricket and news. But that has evolved. Also used online world to test out hypotheses - through forms of research, using email, chat even. Tested new sites, channels, media, products this way. Key challenges - because it's an international target group - you need different content, style, creative, tone and value propositions. Also, need to be really active about competition. Now they have launched an online savings product in Canada and UK - where local customers and not just Indians can open accounts. That is a first ! And it is all centralised in India. Lots of pride :) Q - ICICI is one of the most advanced in scaling the digital media and marketing ladder. Whats the next challenge? A - how to take search forward into reaching the customer when she is thinking of the product - need to ascertain when a customer is reading an article on a topic, my ad pops up. Dinesh Sharma - Samsung CDMA CDMA is targeted at lower end of the market. As a technology, it has great potential for the upmarket segment as well. Marketing approach - 360 degree marketing Web marketing initiatives - target net savvy populations - we are experiencing pull traffic. Support provided to consumers - value-added services like ringtones, colour etc. Also internationally have registration and CRM programmes. Web B2B - dealers and distributors - you need to deliver digitally to them. Building a Distributors Extranet. One point made that struck me - in terms of online research, there is a lack of human and qualitative elements in online research. Comment from moderator - when you engage with traditional research agencies, do you get involved in the actual fieldwork - all marketers need to do this. Q - Why don't they spend more of marketing budgets into the mobile media? A - we have concerns and media experts need to convince marketers. Lloyd adds - traditional media will always be critical as we will always need to go further down to newer segments of potential customers. Kedar Sohoni, Director, Cross-tab Online market research firm - many other markets have moved away from F2F interviewing into telephonic interviews and online research. India still isn't comfortable with this new medium. Over 260 MR firms in Europe and N. America use online research. Been around for 10 years now. It's greater than a $ 1 billion industry worldwide. Massive projects, spread across different marets can be managed centrally and easily. Faster results. Automated so data is clean. Some advantages - monitor results of a study as it happens in real time, reach exclusive and difficult to access respondents, no chance of data entry errors, get frank and honest responses to sensitive questions. Online qualitative focus group screen shot shown - right hand side - chat window - left side is the client room - where the client can pass on virtual chits to the moderator. Q - What kind of advice would you have for clients who are accustomed to traditional offline research. A - we face a lot of questions and some resistance quite often - they are comfortable with status quo. Sudhir Nair - Grey Interactive Reality check - we have imposed on this medium too many stringent measures in delivering clicks or leads. And we haven't even begun to understand its potential. The future is surround compaigns rather than integrated campaigns. Language will play a role. Upshot - please set objective of the campaign and then craft our your digital marketing campaign. It cannot just be measured by brand leads. Digital Summit 2006 Mumbai 2:31:38 PM  comment [] trackback []
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Day 2 - Digital Summit 2006. 12:25:39 PM comment [] trackback []
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Copyright 2006 Dina Mehta
