Digital Marketing Is The Way To Go In Future
This post is about the increasing importance of interactive marketing. Since we discuss telecom ads and marketing, there is relevance (anyway weekend is a good time for off topics posts). If you look at the marketing strategy in developing countries, it is clear that the low connectivity means that digital marketing is not very high. Most of the spending goes to TV and hoardings – the conventional media. Digital media is new and tricky as I posted on twitter today. Many telecom companies in Pakistan do not have a strategy for social media. However there has been a distinct change in the last 2 years and there is more attention being paid to the blogs, at least by the PR departments.
For the brand managers out there, the trend mentioned here should be very important. See the chart and excerpt from Forrester blog.
In this recession, marketers have learned that interactive marketing is more effective, and advertising less effective, per dollar spent. While budgets for online have decreased, they decreased less than other budgets. Six out of ten marketers we surveyed agreed with the statement “we will increase budget for interactive by shifting money away from traditional marketing.” Only 7% said “we have no plans to increase our marketing budget.”
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thats apsolutly true the next age is digital . but still pakistan is way behind this advertisment ventures
[...] rest is here: Digital Marketing Is The Way To Go In Future July 20th, 2009 in Mobile, Pakistan, news, technology | tags: business, desi blog for desi crowd, [...]
Yes, Babar you are right. Interactive marketing need a lot of enhancement in Pakistan. Advertising on Facebook is one thing, but interactivity is not here at all. AN Internet example of Sunsilk brand that caters their aud through a site called Gang of Girls. I have been following Gnag of Girls concept since 2002 and I was the first person who wrote to Musharaf Hai in Jan 2002 (Chairperson UPL at that time) to implement this idea in Pakistan along with engaging a leading hair stylist just like Habib does the work for HUL – they evaluated and starightaway ignored thought this would not never work here not in 100 years, just few years later they felt the need and you saw this in the media. I still have the email saved with me! :)
These are the stats as of May 2009 for Gang of Girls Digital Campaign by HUL:
Total Registrations on Gang of Girls = 7,28,461
-Avg Monthly Page Views = 30,00,000
-Avg Monthly Hits =1,20,00,000
-Avg Monthly Unique Visitors = 97,086
-Total Number of Gangs = 42,934
-Average Visit Length = 11.06 minutes
The interesting fact to note is that average time spent is 11.06 minutes – which is quite a good time to do brand absorbtion, and for the brand manager to communicate the message. No one can say that these things won’t work, the numbers are in front of you for subcontinent consumer!
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