For the past few days, I’ve been working on an online media plan for a client. It has been almost 5 years since I had actively been involved in making media plans. I realize nothing much has changed – then & now…
Media planning, we have been made to believe, is a mixture of art + science. What the ratio of the secret mixture is like the Coke recipe formula – everyone knows it is there, but no-one is aware what exactly it is.
5 years back, media planning was mostly about impressions (CPM), Clicks (CPC), and Leads…. The ROI’s were mostly about Click through Rates (CTRs) and effective CPCs… It still is.
5 years back, the tags and weight of the creative were an issue with most publishers… it still is. A normal flash file of 25KB to 35KB is what most of the publisher accepts. It seems like the broadband penetration has done nothing good to the quality of ads that can be served.
5 years back most ad serving tools reported the performance, basis the type of inventory, time, geo, etc. it still does the same, mostly.
5 years back campaign optimization was mostly based on ad inventory placement, frequency capping, creative refresh, or value adds…. It still is
5 years back most innovations were limited to roadblocks, interstitials, shoshkeles, page take overs… It still is
5 years back, search marketing (Google PPC campaign) played an important role in optimizing the performance of campaign… it still does
They say 6 months is too long in digital marketing… but, when it comes to digital media planning, 5 years does not seem like a long period. Well, to be fair, the use of 3rd party reports have increased – ComScore and Vizisense gives the media planner a sense of the media consumption amongst the TG. Things like audience duplicity, is all important information that goes into media planning…
However, the media planning formula hasn’t changed much… Maybe, the ratio would have changed a bit… if previously, it was 75% art and 25% science… now it would be 70% art and 30% science
Cheers
Santosh
Tampilkan postingan dengan label India. Tampilkan semua postingan
Tampilkan postingan dengan label India. Tampilkan semua postingan
Minggu, 14 Agustus 2011
Digital Media Planning – Then and Now
For the past few days, I’ve been working on an online media plan for a client. It has been almost 5 years since I had actively been involved in making media plans. I realize nothing much has changed – then & now…
Media planning, we have been made to believe, is a mixture of art + science. What the ratio of the secret mixture is like the Coke recipe formula – everyone knows it is there, but no-one is aware what exactly it is.
5 years back, media planning was mostly about impressions (CPM), Clicks (CPC), and Leads…. The ROI’s were mostly about Click through Rates (CTRs) and effective CPCs… It still is.
5 years back, the tags and weight of the creative were an issue with most publishers… it still is. A normal flash file of 25KB to 35KB is what most of the publisher accepts. It seems like the broadband penetration has done nothing good to the quality of ads that can be served.
5 years back most ad serving tools reported the performance, basis the type of inventory, time, geo, etc. it still does the same, mostly.
5 years back campaign optimization was mostly based on ad inventory placement, frequency capping, creative refresh, or value adds…. It still is
5 years back most innovations were limited to roadblocks, interstitials, shoshkeles, page take overs… It still is
5 years back, search marketing (Google PPC campaign) played an important role in optimizing the performance of campaign… it still does
They say 6 months is too long in digital marketing… but, when it comes to digital media planning, 5 years does not seem like a long period. Well, to be fair, the use of 3rd party reports have increased – ComScore and Vizisense gives the media planner a sense of the media consumption amongst the TG. Things like audience duplicity, is all important information that goes into media planning…
However, the media planning formula hasn’t changed much… Maybe, the ratio would have changed a bit… if previously, it was 75% art and 25% science… now it would be 70% art and 30% science
Cheers
Santosh
Media planning, we have been made to believe, is a mixture of art + science. What the ratio of the secret mixture is like the Coke recipe formula – everyone knows it is there, but no-one is aware what exactly it is.
5 years back, media planning was mostly about impressions (CPM), Clicks (CPC), and Leads…. The ROI’s were mostly about Click through Rates (CTRs) and effective CPCs… It still is.
5 years back, the tags and weight of the creative were an issue with most publishers… it still is. A normal flash file of 25KB to 35KB is what most of the publisher accepts. It seems like the broadband penetration has done nothing good to the quality of ads that can be served.
5 years back most ad serving tools reported the performance, basis the type of inventory, time, geo, etc. it still does the same, mostly.
5 years back campaign optimization was mostly based on ad inventory placement, frequency capping, creative refresh, or value adds…. It still is
5 years back most innovations were limited to roadblocks, interstitials, shoshkeles, page take overs… It still is
5 years back, search marketing (Google PPC campaign) played an important role in optimizing the performance of campaign… it still does
They say 6 months is too long in digital marketing… but, when it comes to digital media planning, 5 years does not seem like a long period. Well, to be fair, the use of 3rd party reports have increased – ComScore and Vizisense gives the media planner a sense of the media consumption amongst the TG. Things like audience duplicity, is all important information that goes into media planning…
However, the media planning formula hasn’t changed much… Maybe, the ratio would have changed a bit… if previously, it was 75% art and 25% science… now it would be 70% art and 30% science
Cheers
Santosh
Digital Media Planning – Then and Now
For the past few days, I’ve been working on an online media plan for a client. It has been almost 5 years since I had actively been involved in making media plans. I realize nothing much has changed – then & now…
Media planning, we have been made to believe, is a mixture of art + science. What the ratio of the secret mixture is like the Coke recipe formula – everyone knows it is there, but no-one is aware what exactly it is.
5 years back, media planning was mostly about impressions (CPM), Clicks (CPC), and Leads…. The ROI’s were mostly about Click through Rates (CTRs) and effective CPCs… It still is.
5 years back, the tags and weight of the creative were an issue with most publishers… it still is. A normal flash file of 25KB to 35KB is what most of the publisher accepts. It seems like the broadband penetration has done nothing good to the quality of ads that can be served.
5 years back most ad serving tools reported the performance, basis the type of inventory, time, geo, etc. it still does the same, mostly.
5 years back campaign optimization was mostly based on ad inventory placement, frequency capping, creative refresh, or value adds…. It still is
5 years back most innovations were limited to roadblocks, interstitials, shoshkeles, page take overs… It still is
5 years back, search marketing (Google PPC campaign) played an important role in optimizing the performance of campaign… it still does
They say 6 months is too long in digital marketing… but, when it comes to digital media planning, 5 years does not seem like a long period. Well, to be fair, the use of 3rd party reports have increased – ComScore and Vizisense gives the media planner a sense of the media consumption amongst the TG. Things like audience duplicity, is all important information that goes into media planning…
However, the media planning formula hasn’t changed much… Maybe, the ratio would have changed a bit… if previously, it was 75% art and 25% science… now it would be 70% art and 30% science
Cheers
Santosh
Media planning, we have been made to believe, is a mixture of art + science. What the ratio of the secret mixture is like the Coke recipe formula – everyone knows it is there, but no-one is aware what exactly it is.
5 years back, media planning was mostly about impressions (CPM), Clicks (CPC), and Leads…. The ROI’s were mostly about Click through Rates (CTRs) and effective CPCs… It still is.
5 years back, the tags and weight of the creative were an issue with most publishers… it still is. A normal flash file of 25KB to 35KB is what most of the publisher accepts. It seems like the broadband penetration has done nothing good to the quality of ads that can be served.
5 years back most ad serving tools reported the performance, basis the type of inventory, time, geo, etc. it still does the same, mostly.
5 years back campaign optimization was mostly based on ad inventory placement, frequency capping, creative refresh, or value adds…. It still is
5 years back most innovations were limited to roadblocks, interstitials, shoshkeles, page take overs… It still is
5 years back, search marketing (Google PPC campaign) played an important role in optimizing the performance of campaign… it still does
They say 6 months is too long in digital marketing… but, when it comes to digital media planning, 5 years does not seem like a long period. Well, to be fair, the use of 3rd party reports have increased – ComScore and Vizisense gives the media planner a sense of the media consumption amongst the TG. Things like audience duplicity, is all important information that goes into media planning…
However, the media planning formula hasn’t changed much… Maybe, the ratio would have changed a bit… if previously, it was 75% art and 25% science… now it would be 70% art and 30% science
Cheers
Santosh
Selasa, 29 Maret 2011
Impact of Mobile Number Portability in India
Well, after long delay and many missed deadlines mobile number portability (MNP) has come to effect. It is almost 2 months since MNP is in effect and there has been some traction in terms of people shifting from one service provider to another.
Some of the obvious impact of Mobile Number Portability are:
- The customer service and network offering would become better;
- Parity on the cost / packages
On other hand, I think there could be far more subtle impact on the current mobile marketing environment. 5 changes that i foresee are:-
- There could be increase in network locked phone schemes (Handset + Connection)...where-in high end phones are offered for lower prices
- Increased Value added services. Companies would offer access to exclusive content so as to keep the customer engaged with content and thus create higher exit barrier
- Annual subscription packages, in form of widgets and data which would get discontinued when people shift the service provider
- Common denominators across all service provider - including 3rd party maintained cellular towers, out sourcing of non core operations, etc (in fact it is already happening)
- Increased 'guerrilla marketing' .... while the bigger player would be looking at expanding the market, the smaller players would try to entice the existing customers of bigger player
Cheers
Santosh
Some of the obvious impact of Mobile Number Portability are:
- The customer service and network offering would become better;
- Parity on the cost / packages
On other hand, I think there could be far more subtle impact on the current mobile marketing environment. 5 changes that i foresee are:-
- There could be increase in network locked phone schemes (Handset + Connection)...where-in high end phones are offered for lower prices
- Increased Value added services. Companies would offer access to exclusive content so as to keep the customer engaged with content and thus create higher exit barrier
- Annual subscription packages, in form of widgets and data which would get discontinued when people shift the service provider
- Common denominators across all service provider - including 3rd party maintained cellular towers, out sourcing of non core operations, etc (in fact it is already happening)
- Increased 'guerrilla marketing' .... while the bigger player would be looking at expanding the market, the smaller players would try to entice the existing customers of bigger player
Cheers
Santosh
Impact of Mobile Number Portability in India
Well, after long delay and many missed deadlines mobile number portability (MNP) has come to effect. It is almost 2 months since MNP is in effect and there has been some traction in terms of people shifting from one service provider to another.
Some of the obvious impact of Mobile Number Portability are:
- The customer service and network offering would become better;
- Parity on the cost / packages
On other hand, I think there could be far more subtle impact on the current mobile marketing environment. 5 changes that i foresee are:-
- There could be increase in network locked phone schemes (Handset + Connection)...where-in high end phones are offered for lower prices
- Increased Value added services. Companies would offer access to exclusive content so as to keep the customer engaged with content and thus create higher exit barrier
- Annual subscription packages, in form of widgets and data which would get discontinued when people shift the service provider
- Common denominators across all service provider - including 3rd party maintained cellular towers, out sourcing of non core operations, etc (in fact it is already happening)
- Increased 'guerrilla marketing' .... while the bigger player would be looking at expanding the market, the smaller players would try to entice the existing customers of bigger player
Cheers
Santosh
Some of the obvious impact of Mobile Number Portability are:
- The customer service and network offering would become better;
- Parity on the cost / packages
On other hand, I think there could be far more subtle impact on the current mobile marketing environment. 5 changes that i foresee are:-
- There could be increase in network locked phone schemes (Handset + Connection)...where-in high end phones are offered for lower prices
- Increased Value added services. Companies would offer access to exclusive content so as to keep the customer engaged with content and thus create higher exit barrier
- Annual subscription packages, in form of widgets and data which would get discontinued when people shift the service provider
- Common denominators across all service provider - including 3rd party maintained cellular towers, out sourcing of non core operations, etc (in fact it is already happening)
- Increased 'guerrilla marketing' .... while the bigger player would be looking at expanding the market, the smaller players would try to entice the existing customers of bigger player
Cheers
Santosh
Impact of Mobile Number Portability in India
Well, after long delay and many missed deadlines mobile number portability (MNP) has come to effect. It is almost 2 months since MNP is in effect and there has been some traction in terms of people shifting from one service provider to another.
Some of the obvious impact of Mobile Number Portability are:
- The customer service and network offering would become better;
- Parity on the cost / packages
On other hand, I think there could be far more subtle impact on the current mobile marketing environment. 5 changes that i foresee are:-
- There could be increase in network locked phone schemes (Handset + Connection)...where-in high end phones are offered for lower prices
- Increased Value added services. Companies would offer access to exclusive content so as to keep the customer engaged with content and thus create higher exit barrier
- Annual subscription packages, in form of widgets and data which would get discontinued when people shift the service provider
- Common denominators across all service provider - including 3rd party maintained cellular towers, out sourcing of non core operations, etc (in fact it is already happening)
- Increased 'guerrilla marketing' .... while the bigger player would be looking at expanding the market, the smaller players would try to entice the existing customers of bigger player
Cheers
Santosh
Some of the obvious impact of Mobile Number Portability are:
- The customer service and network offering would become better;
- Parity on the cost / packages
On other hand, I think there could be far more subtle impact on the current mobile marketing environment. 5 changes that i foresee are:-
- There could be increase in network locked phone schemes (Handset + Connection)...where-in high end phones are offered for lower prices
- Increased Value added services. Companies would offer access to exclusive content so as to keep the customer engaged with content and thus create higher exit barrier
- Annual subscription packages, in form of widgets and data which would get discontinued when people shift the service provider
- Common denominators across all service provider - including 3rd party maintained cellular towers, out sourcing of non core operations, etc (in fact it is already happening)
- Increased 'guerrilla marketing' .... while the bigger player would be looking at expanding the market, the smaller players would try to entice the existing customers of bigger player
Cheers
Santosh
Rabu, 21 April 2010
5 Skill-sets that would be in demand in Digital Marketing for 2010:
2010 has started off with a lot of promise when it comes to digital marketing. I have seen a sea shift in terms of the clients pro-actively seeking digital marketing ideas and solutions from the agencies. Some reasons for the same could be:
- The user base of internet has grown to an extent, it can be called as a mass media. Reports say that the Internet users in the country is over 71 Million
- The traditional news mediums (TV and Print) are quoting from twitters and blogs that has increased the awareness of these platforms. Quotes (nay tweets) from popular personalities (nay tweeps) are the source of information and content for many of the newspapers and TV channels… What iamsrk is saying, or the recent tweets from iplt20 (Lalit Modi) and shashitharoor has made twitter a household name..
- A phenomenon called Facebook has spread like a pandemic. In today’s world – People have started taking up professions which most will never plan to do in their real life – Farming, Cooking, Mob…etc
So as more brands (and marketers) are seeking their ‘place in the cloud’… the demand for agency and people with ‘expertise’ has grown.. Looking at the way things are evolving, I believe that these are some of the skill-sets that would be in demand from a digital marketing perspective.
- Social Media
- Development – Facebook/iPhone apps
- Database management
- Analytics
- Execution
Social Media:
With the clients clamouring for action in the SM space… it is but obvious that people who understand the medium and who are early adopters, who have experience in using SM tools, and who understand the techniques would be of great demand. The demand will be fuelled by the fact that both the clients and the agencies would like to have them on their roster. Since social media marketing will not take-off without high involvement from the client (and in many cases an organization re-structuring in terms of information flow); Since the SM space is a new medium, most people’s experience is limited to experimentation… The processes are still being fine tuned. There is no set method of doing things, except maybe defining the broad approach and an implementation process. Since everyone has access to most of the online tools (which are mostly for free)…it is a level playing field when it comes to learning.
Development:
Yes. People who are well versed in open source technologies, and people who have had experience in creating tools / applications for Facebook and iPhones would be in great demand. As brands are seeking more and more engagement ideas than just creative messaging… it is imperative that they leave behind brand tools/applications which the user can use on demand. When it comes to digital marketing – it is death for campaigns…Only content and customer-utility would survive
Database Management:
Until now Databases in businesses were like the proverbial – Ghar ki Murgi… Everyone knew about its existence but no-one knew what exactly to do with them. Lifetime Value of the customer was something the managers had learned about in their business textbooks..and there was a lack of understanding the customer level profitability. In today’s networked world, reaching out to customers is increasingly becoming hard. Short attention spans have decreased the efficacy of traditional marketing tactics. Suddenly, marketers have risen to the fact that their existing customers are their biggest marketing medium. Their customers are talking, networking, and building relationship with other like-minded people… and marketers want their customers to become ambassadors of their brand and create a positive word of mouth… So knowning who the customers are, where they are, what they do, what they like becomes important. Engaging with them on a on-going basis and building relationship with them becomes all the more important.
Analytics:
Digital marketing evangelists went to town telling that the USP of digital marketing is the ability to track and measure it. What was told as part of the so called ‘analytics’ were – which publisher performed well.. in terms of delivery and action; which ad units performed well… the location, and time. As the tools evolved measurement too became more and more specific. Today free tools like Google Analytics gives so much information about the website navigation, usability, traffic source, traffic drivers, etc that any sort of forward planning is possible. Whether it is online advertising, website / microsite, search marketing or email marketing… analytics plays a crucial role in terms of understanding the success of the activity, the learning, and the way forward
Execution (project management):
A real client speak “Santosh, the strategy is fine… but, speak to me once we go live with it – on time, in quality.” Since digital marketing is not just about a great creative there are many more specialists involved. A typical marketing activity would have the following players to complete the delivery – servicing, strategy, Creative, Development, Database, Technical, specialists (like SEO)… with so many cooks… there is every chance that the broth could get spoilt. Hence having people with requisite project management skills is important… agencies do have people who are taking care of production work but the demand would be for people who can plan a project, and set milestones, and execute the same with optimum resources…
Cheers
Santosh
- The user base of internet has grown to an extent, it can be called as a mass media. Reports say that the Internet users in the country is over 71 Million
- The traditional news mediums (TV and Print) are quoting from twitters and blogs that has increased the awareness of these platforms. Quotes (nay tweets) from popular personalities (nay tweeps) are the source of information and content for many of the newspapers and TV channels… What iamsrk is saying, or the recent tweets from iplt20 (Lalit Modi) and shashitharoor has made twitter a household name..
- A phenomenon called Facebook has spread like a pandemic. In today’s world – People have started taking up professions which most will never plan to do in their real life – Farming, Cooking, Mob…etc
So as more brands (and marketers) are seeking their ‘place in the cloud’… the demand for agency and people with ‘expertise’ has grown.. Looking at the way things are evolving, I believe that these are some of the skill-sets that would be in demand from a digital marketing perspective.
- Social Media
- Development – Facebook/iPhone apps
- Database management
- Analytics
- Execution
Social Media:
With the clients clamouring for action in the SM space… it is but obvious that people who understand the medium and who are early adopters, who have experience in using SM tools, and who understand the techniques would be of great demand. The demand will be fuelled by the fact that both the clients and the agencies would like to have them on their roster. Since social media marketing will not take-off without high involvement from the client (and in many cases an organization re-structuring in terms of information flow); Since the SM space is a new medium, most people’s experience is limited to experimentation… The processes are still being fine tuned. There is no set method of doing things, except maybe defining the broad approach and an implementation process. Since everyone has access to most of the online tools (which are mostly for free)…it is a level playing field when it comes to learning.
Development:
Yes. People who are well versed in open source technologies, and people who have had experience in creating tools / applications for Facebook and iPhones would be in great demand. As brands are seeking more and more engagement ideas than just creative messaging… it is imperative that they leave behind brand tools/applications which the user can use on demand. When it comes to digital marketing – it is death for campaigns…Only content and customer-utility would survive
Database Management:
Until now Databases in businesses were like the proverbial – Ghar ki Murgi… Everyone knew about its existence but no-one knew what exactly to do with them. Lifetime Value of the customer was something the managers had learned about in their business textbooks..and there was a lack of understanding the customer level profitability. In today’s networked world, reaching out to customers is increasingly becoming hard. Short attention spans have decreased the efficacy of traditional marketing tactics. Suddenly, marketers have risen to the fact that their existing customers are their biggest marketing medium. Their customers are talking, networking, and building relationship with other like-minded people… and marketers want their customers to become ambassadors of their brand and create a positive word of mouth… So knowning who the customers are, where they are, what they do, what they like becomes important. Engaging with them on a on-going basis and building relationship with them becomes all the more important.
Analytics:
Digital marketing evangelists went to town telling that the USP of digital marketing is the ability to track and measure it. What was told as part of the so called ‘analytics’ were – which publisher performed well.. in terms of delivery and action; which ad units performed well… the location, and time. As the tools evolved measurement too became more and more specific. Today free tools like Google Analytics gives so much information about the website navigation, usability, traffic source, traffic drivers, etc that any sort of forward planning is possible. Whether it is online advertising, website / microsite, search marketing or email marketing… analytics plays a crucial role in terms of understanding the success of the activity, the learning, and the way forward
Execution (project management):
A real client speak “Santosh, the strategy is fine… but, speak to me once we go live with it – on time, in quality.” Since digital marketing is not just about a great creative there are many more specialists involved. A typical marketing activity would have the following players to complete the delivery – servicing, strategy, Creative, Development, Database, Technical, specialists (like SEO)… with so many cooks… there is every chance that the broth could get spoilt. Hence having people with requisite project management skills is important… agencies do have people who are taking care of production work but the demand would be for people who can plan a project, and set milestones, and execute the same with optimum resources…
Cheers
Santosh
5 Skill-sets that would be in demand in Digital Marketing for 2010:
2010 has started off with a lot of promise when it comes to digital marketing. I have seen a sea shift in terms of the clients pro-actively seeking digital marketing ideas and solutions from the agencies. Some reasons for the same could be:
- The user base of internet has grown to an extent, it can be called as a mass media. Reports say that the Internet users in the country is over 71 Million
- The traditional news mediums (TV and Print) are quoting from twitters and blogs that has increased the awareness of these platforms. Quotes (nay tweets) from popular personalities (nay tweeps) are the source of information and content for many of the newspapers and TV channels… What iamsrk is saying, or the recent tweets from iplt20 (Lalit Modi) and shashitharoor has made twitter a household name..
- A phenomenon called Facebook has spread like a pandemic. In today’s world – People have started taking up professions which most will never plan to do in their real life – Farming, Cooking, Mob…etc
So as more brands (and marketers) are seeking their ‘place in the cloud’… the demand for agency and people with ‘expertise’ has grown.. Looking at the way things are evolving, I believe that these are some of the skill-sets that would be in demand from a digital marketing perspective.
- Social Media
- Development – Facebook/iPhone apps
- Database management
- Analytics
- Execution
Social Media:
With the clients clamouring for action in the SM space… it is but obvious that people who understand the medium and who are early adopters, who have experience in using SM tools, and who understand the techniques would be of great demand. The demand will be fuelled by the fact that both the clients and the agencies would like to have them on their roster. Since social media marketing will not take-off without high involvement from the client (and in many cases an organization re-structuring in terms of information flow); Since the SM space is a new medium, most people’s experience is limited to experimentation… The processes are still being fine tuned. There is no set method of doing things, except maybe defining the broad approach and an implementation process. Since everyone has access to most of the online tools (which are mostly for free)…it is a level playing field when it comes to learning.
Development:
Yes. People who are well versed in open source technologies, and people who have had experience in creating tools / applications for Facebook and iPhones would be in great demand. As brands are seeking more and more engagement ideas than just creative messaging… it is imperative that they leave behind brand tools/applications which the user can use on demand. When it comes to digital marketing – it is death for campaigns…Only content and customer-utility would survive
Database Management:
Until now Databases in businesses were like the proverbial – Ghar ki Murgi… Everyone knew about its existence but no-one knew what exactly to do with them. Lifetime Value of the customer was something the managers had learned about in their business textbooks..and there was a lack of understanding the customer level profitability. In today’s networked world, reaching out to customers is increasingly becoming hard. Short attention spans have decreased the efficacy of traditional marketing tactics. Suddenly, marketers have risen to the fact that their existing customers are their biggest marketing medium. Their customers are talking, networking, and building relationship with other like-minded people… and marketers want their customers to become ambassadors of their brand and create a positive word of mouth… So knowning who the customers are, where they are, what they do, what they like becomes important. Engaging with them on a on-going basis and building relationship with them becomes all the more important.
Analytics:
Digital marketing evangelists went to town telling that the USP of digital marketing is the ability to track and measure it. What was told as part of the so called ‘analytics’ were – which publisher performed well.. in terms of delivery and action; which ad units performed well… the location, and time. As the tools evolved measurement too became more and more specific. Today free tools like Google Analytics gives so much information about the website navigation, usability, traffic source, traffic drivers, etc that any sort of forward planning is possible. Whether it is online advertising, website / microsite, search marketing or email marketing… analytics plays a crucial role in terms of understanding the success of the activity, the learning, and the way forward
Execution (project management):
A real client speak “Santosh, the strategy is fine… but, speak to me once we go live with it – on time, in quality.” Since digital marketing is not just about a great creative there are many more specialists involved. A typical marketing activity would have the following players to complete the delivery – servicing, strategy, Creative, Development, Database, Technical, specialists (like SEO)… with so many cooks… there is every chance that the broth could get spoilt. Hence having people with requisite project management skills is important… agencies do have people who are taking care of production work but the demand would be for people who can plan a project, and set milestones, and execute the same with optimum resources…
Cheers
Santosh
- The user base of internet has grown to an extent, it can be called as a mass media. Reports say that the Internet users in the country is over 71 Million
- The traditional news mediums (TV and Print) are quoting from twitters and blogs that has increased the awareness of these platforms. Quotes (nay tweets) from popular personalities (nay tweeps) are the source of information and content for many of the newspapers and TV channels… What iamsrk is saying, or the recent tweets from iplt20 (Lalit Modi) and shashitharoor has made twitter a household name..
- A phenomenon called Facebook has spread like a pandemic. In today’s world – People have started taking up professions which most will never plan to do in their real life – Farming, Cooking, Mob…etc
So as more brands (and marketers) are seeking their ‘place in the cloud’… the demand for agency and people with ‘expertise’ has grown.. Looking at the way things are evolving, I believe that these are some of the skill-sets that would be in demand from a digital marketing perspective.
- Social Media
- Development – Facebook/iPhone apps
- Database management
- Analytics
- Execution
Social Media:
With the clients clamouring for action in the SM space… it is but obvious that people who understand the medium and who are early adopters, who have experience in using SM tools, and who understand the techniques would be of great demand. The demand will be fuelled by the fact that both the clients and the agencies would like to have them on their roster. Since social media marketing will not take-off without high involvement from the client (and in many cases an organization re-structuring in terms of information flow); Since the SM space is a new medium, most people’s experience is limited to experimentation… The processes are still being fine tuned. There is no set method of doing things, except maybe defining the broad approach and an implementation process. Since everyone has access to most of the online tools (which are mostly for free)…it is a level playing field when it comes to learning.
Development:
Yes. People who are well versed in open source technologies, and people who have had experience in creating tools / applications for Facebook and iPhones would be in great demand. As brands are seeking more and more engagement ideas than just creative messaging… it is imperative that they leave behind brand tools/applications which the user can use on demand. When it comes to digital marketing – it is death for campaigns…Only content and customer-utility would survive
Database Management:
Until now Databases in businesses were like the proverbial – Ghar ki Murgi… Everyone knew about its existence but no-one knew what exactly to do with them. Lifetime Value of the customer was something the managers had learned about in their business textbooks..and there was a lack of understanding the customer level profitability. In today’s networked world, reaching out to customers is increasingly becoming hard. Short attention spans have decreased the efficacy of traditional marketing tactics. Suddenly, marketers have risen to the fact that their existing customers are their biggest marketing medium. Their customers are talking, networking, and building relationship with other like-minded people… and marketers want their customers to become ambassadors of their brand and create a positive word of mouth… So knowning who the customers are, where they are, what they do, what they like becomes important. Engaging with them on a on-going basis and building relationship with them becomes all the more important.
Analytics:
Digital marketing evangelists went to town telling that the USP of digital marketing is the ability to track and measure it. What was told as part of the so called ‘analytics’ were – which publisher performed well.. in terms of delivery and action; which ad units performed well… the location, and time. As the tools evolved measurement too became more and more specific. Today free tools like Google Analytics gives so much information about the website navigation, usability, traffic source, traffic drivers, etc that any sort of forward planning is possible. Whether it is online advertising, website / microsite, search marketing or email marketing… analytics plays a crucial role in terms of understanding the success of the activity, the learning, and the way forward
Execution (project management):
A real client speak “Santosh, the strategy is fine… but, speak to me once we go live with it – on time, in quality.” Since digital marketing is not just about a great creative there are many more specialists involved. A typical marketing activity would have the following players to complete the delivery – servicing, strategy, Creative, Development, Database, Technical, specialists (like SEO)… with so many cooks… there is every chance that the broth could get spoilt. Hence having people with requisite project management skills is important… agencies do have people who are taking care of production work but the demand would be for people who can plan a project, and set milestones, and execute the same with optimum resources…
Cheers
Santosh
5 Skill-sets that would be in demand in Digital Marketing for 2010:
2010 has started off with a lot of promise when it comes to digital marketing. I have seen a sea shift in terms of the clients pro-actively seeking digital marketing ideas and solutions from the agencies. Some reasons for the same could be:
- The user base of internet has grown to an extent, it can be called as a mass media. Reports say that the Internet users in the country is over 71 Million
- The traditional news mediums (TV and Print) are quoting from twitters and blogs that has increased the awareness of these platforms. Quotes (nay tweets) from popular personalities (nay tweeps) are the source of information and content for many of the newspapers and TV channels… What iamsrk is saying, or the recent tweets from iplt20 (Lalit Modi) and shashitharoor has made twitter a household name..
- A phenomenon called Facebook has spread like a pandemic. In today’s world – People have started taking up professions which most will never plan to do in their real life – Farming, Cooking, Mob…etc
So as more brands (and marketers) are seeking their ‘place in the cloud’… the demand for agency and people with ‘expertise’ has grown.. Looking at the way things are evolving, I believe that these are some of the skill-sets that would be in demand from a digital marketing perspective.
- Social Media
- Development – Facebook/iPhone apps
- Database management
- Analytics
- Execution
Social Media:
With the clients clamouring for action in the SM space… it is but obvious that people who understand the medium and who are early adopters, who have experience in using SM tools, and who understand the techniques would be of great demand. The demand will be fuelled by the fact that both the clients and the agencies would like to have them on their roster. Since social media marketing will not take-off without high involvement from the client (and in many cases an organization re-structuring in terms of information flow); Since the SM space is a new medium, most people’s experience is limited to experimentation… The processes are still being fine tuned. There is no set method of doing things, except maybe defining the broad approach and an implementation process. Since everyone has access to most of the online tools (which are mostly for free)…it is a level playing field when it comes to learning.
Development:
Yes. People who are well versed in open source technologies, and people who have had experience in creating tools / applications for Facebook and iPhones would be in great demand. As brands are seeking more and more engagement ideas than just creative messaging… it is imperative that they leave behind brand tools/applications which the user can use on demand. When it comes to digital marketing – it is death for campaigns…Only content and customer-utility would survive
Database Management:
Until now Databases in businesses were like the proverbial – Ghar ki Murgi… Everyone knew about its existence but no-one knew what exactly to do with them. Lifetime Value of the customer was something the managers had learned about in their business textbooks..and there was a lack of understanding the customer level profitability. In today’s networked world, reaching out to customers is increasingly becoming hard. Short attention spans have decreased the efficacy of traditional marketing tactics. Suddenly, marketers have risen to the fact that their existing customers are their biggest marketing medium. Their customers are talking, networking, and building relationship with other like-minded people… and marketers want their customers to become ambassadors of their brand and create a positive word of mouth… So knowning who the customers are, where they are, what they do, what they like becomes important. Engaging with them on a on-going basis and building relationship with them becomes all the more important.
Analytics:
Digital marketing evangelists went to town telling that the USP of digital marketing is the ability to track and measure it. What was told as part of the so called ‘analytics’ were – which publisher performed well.. in terms of delivery and action; which ad units performed well… the location, and time. As the tools evolved measurement too became more and more specific. Today free tools like Google Analytics gives so much information about the website navigation, usability, traffic source, traffic drivers, etc that any sort of forward planning is possible. Whether it is online advertising, website / microsite, search marketing or email marketing… analytics plays a crucial role in terms of understanding the success of the activity, the learning, and the way forward
Execution (project management):
A real client speak “Santosh, the strategy is fine… but, speak to me once we go live with it – on time, in quality.” Since digital marketing is not just about a great creative there are many more specialists involved. A typical marketing activity would have the following players to complete the delivery – servicing, strategy, Creative, Development, Database, Technical, specialists (like SEO)… with so many cooks… there is every chance that the broth could get spoilt. Hence having people with requisite project management skills is important… agencies do have people who are taking care of production work but the demand would be for people who can plan a project, and set milestones, and execute the same with optimum resources…
Cheers
Santosh
- The user base of internet has grown to an extent, it can be called as a mass media. Reports say that the Internet users in the country is over 71 Million
- The traditional news mediums (TV and Print) are quoting from twitters and blogs that has increased the awareness of these platforms. Quotes (nay tweets) from popular personalities (nay tweeps) are the source of information and content for many of the newspapers and TV channels… What iamsrk is saying, or the recent tweets from iplt20 (Lalit Modi) and shashitharoor has made twitter a household name..
- A phenomenon called Facebook has spread like a pandemic. In today’s world – People have started taking up professions which most will never plan to do in their real life – Farming, Cooking, Mob…etc
So as more brands (and marketers) are seeking their ‘place in the cloud’… the demand for agency and people with ‘expertise’ has grown.. Looking at the way things are evolving, I believe that these are some of the skill-sets that would be in demand from a digital marketing perspective.
- Social Media
- Development – Facebook/iPhone apps
- Database management
- Analytics
- Execution
Social Media:
With the clients clamouring for action in the SM space… it is but obvious that people who understand the medium and who are early adopters, who have experience in using SM tools, and who understand the techniques would be of great demand. The demand will be fuelled by the fact that both the clients and the agencies would like to have them on their roster. Since social media marketing will not take-off without high involvement from the client (and in many cases an organization re-structuring in terms of information flow); Since the SM space is a new medium, most people’s experience is limited to experimentation… The processes are still being fine tuned. There is no set method of doing things, except maybe defining the broad approach and an implementation process. Since everyone has access to most of the online tools (which are mostly for free)…it is a level playing field when it comes to learning.
Development:
Yes. People who are well versed in open source technologies, and people who have had experience in creating tools / applications for Facebook and iPhones would be in great demand. As brands are seeking more and more engagement ideas than just creative messaging… it is imperative that they leave behind brand tools/applications which the user can use on demand. When it comes to digital marketing – it is death for campaigns…Only content and customer-utility would survive
Database Management:
Until now Databases in businesses were like the proverbial – Ghar ki Murgi… Everyone knew about its existence but no-one knew what exactly to do with them. Lifetime Value of the customer was something the managers had learned about in their business textbooks..and there was a lack of understanding the customer level profitability. In today’s networked world, reaching out to customers is increasingly becoming hard. Short attention spans have decreased the efficacy of traditional marketing tactics. Suddenly, marketers have risen to the fact that their existing customers are their biggest marketing medium. Their customers are talking, networking, and building relationship with other like-minded people… and marketers want their customers to become ambassadors of their brand and create a positive word of mouth… So knowning who the customers are, where they are, what they do, what they like becomes important. Engaging with them on a on-going basis and building relationship with them becomes all the more important.
Analytics:
Digital marketing evangelists went to town telling that the USP of digital marketing is the ability to track and measure it. What was told as part of the so called ‘analytics’ were – which publisher performed well.. in terms of delivery and action; which ad units performed well… the location, and time. As the tools evolved measurement too became more and more specific. Today free tools like Google Analytics gives so much information about the website navigation, usability, traffic source, traffic drivers, etc that any sort of forward planning is possible. Whether it is online advertising, website / microsite, search marketing or email marketing… analytics plays a crucial role in terms of understanding the success of the activity, the learning, and the way forward
Execution (project management):
A real client speak “Santosh, the strategy is fine… but, speak to me once we go live with it – on time, in quality.” Since digital marketing is not just about a great creative there are many more specialists involved. A typical marketing activity would have the following players to complete the delivery – servicing, strategy, Creative, Development, Database, Technical, specialists (like SEO)… with so many cooks… there is every chance that the broth could get spoilt. Hence having people with requisite project management skills is important… agencies do have people who are taking care of production work but the demand would be for people who can plan a project, and set milestones, and execute the same with optimum resources…
Cheers
Santosh
Rabu, 09 Desember 2009
is the Yahoo! advertising campaign working in India?
The Yahoo! ad campaign in India is on for about 4 months... (Its You campaign)... I was wondering how successful this campaign has been in terms of increase in users of Yahoo! India, and also in terms of visitors to the site...
While I have no authentic data on the above, a quick glance into Google Trends for Yahoo India website gives a very sorry picture..
The chart shows a steady decline in the Unique visitors to the Yahoo website since starting of 2009... While one thing to note is that Google Trends do not consider sub-domain, and will only be tracking the TLD (Top Level Domain).. it still is not a good sign for Yahoo!
This resonates with my thoughts that Internet Time is a limited resource for the users in India... The growth in usage of social networking sites is cannibalizing into the usage of other Internet websites.. A Google trend chart (given below) on Facebook & Twitter would confirm its rising popularity.
While I wait for authentic source of information - I would go with the belief that Yahoo campaign is not working wonders in terms of conversion..
What say??
Santosh
While I have no authentic data on the above, a quick glance into Google Trends for Yahoo India website gives a very sorry picture..
The chart shows a steady decline in the Unique visitors to the Yahoo website since starting of 2009... While one thing to note is that Google Trends do not consider sub-domain, and will only be tracking the TLD (Top Level Domain).. it still is not a good sign for Yahoo!
This resonates with my thoughts that Internet Time is a limited resource for the users in India... The growth in usage of social networking sites is cannibalizing into the usage of other Internet websites.. A Google trend chart (given below) on Facebook & Twitter would confirm its rising popularity.
While I wait for authentic source of information - I would go with the belief that Yahoo campaign is not working wonders in terms of conversion..
What say??
Santosh
is the Yahoo! advertising campaign working in India?
The Yahoo! ad campaign in India is on for about 4 months... (Its You campaign)... I was wondering how successful this campaign has been in terms of increase in users of Yahoo! India, and also in terms of visitors to the site...
While I have no authentic data on the above, a quick glance into Google Trends for Yahoo India website gives a very sorry picture..
The chart shows a steady decline in the Unique visitors to the Yahoo website since starting of 2009... While one thing to note is that Google Trends do not consider sub-domain, and will only be tracking the TLD (Top Level Domain).. it still is not a good sign for Yahoo!
This resonates with my thoughts that Internet Time is a limited resource for the users in India... The growth in usage of social networking sites is cannibalizing into the usage of other Internet websites.. A Google trend chart (given below) on Facebook & Twitter would confirm its rising popularity.
While I wait for authentic source of information - I would go with the belief that Yahoo campaign is not working wonders in terms of conversion..
What say??
Santosh
While I have no authentic data on the above, a quick glance into Google Trends for Yahoo India website gives a very sorry picture..
The chart shows a steady decline in the Unique visitors to the Yahoo website since starting of 2009... While one thing to note is that Google Trends do not consider sub-domain, and will only be tracking the TLD (Top Level Domain).. it still is not a good sign for Yahoo!
This resonates with my thoughts that Internet Time is a limited resource for the users in India... The growth in usage of social networking sites is cannibalizing into the usage of other Internet websites.. A Google trend chart (given below) on Facebook & Twitter would confirm its rising popularity.
While I wait for authentic source of information - I would go with the belief that Yahoo campaign is not working wonders in terms of conversion..
What say??
Santosh
is the Yahoo! advertising campaign working in India?
The Yahoo! ad campaign in India is on for about 4 months... (Its You campaign)... I was wondering how successful this campaign has been in terms of increase in users of Yahoo! India, and also in terms of visitors to the site...
While I have no authentic data on the above, a quick glance into Google Trends for Yahoo India website gives a very sorry picture..
The chart shows a steady decline in the Unique visitors to the Yahoo website since starting of 2009... While one thing to note is that Google Trends do not consider sub-domain, and will only be tracking the TLD (Top Level Domain).. it still is not a good sign for Yahoo!
This resonates with my thoughts that Internet Time is a limited resource for the users in India... The growth in usage of social networking sites is cannibalizing into the usage of other Internet websites.. A Google trend chart (given below) on Facebook & Twitter would confirm its rising popularity.
While I wait for authentic source of information - I would go with the belief that Yahoo campaign is not working wonders in terms of conversion..
What say??
Santosh
While I have no authentic data on the above, a quick glance into Google Trends for Yahoo India website gives a very sorry picture..
The chart shows a steady decline in the Unique visitors to the Yahoo website since starting of 2009... While one thing to note is that Google Trends do not consider sub-domain, and will only be tracking the TLD (Top Level Domain).. it still is not a good sign for Yahoo!
This resonates with my thoughts that Internet Time is a limited resource for the users in India... The growth in usage of social networking sites is cannibalizing into the usage of other Internet websites.. A Google trend chart (given below) on Facebook & Twitter would confirm its rising popularity.
While I wait for authentic source of information - I would go with the belief that Yahoo campaign is not working wonders in terms of conversion..
What say??
Santosh
Minggu, 06 Desember 2009
Google Zeitgeist for India – 2009
Google has released the latest Zeitgeist for 2009. While the overall results shown are predictable (basis the different headers)… there are some things which were interesting.
Let’s have a quick recap of important happenings in India over the past one year –
- General Elections (by far the biggest event)
- Indians win at Oscar
- The Budget presentation (during the time of recession)
- Interest in the Economy (the ripple effect of the global economic scenario)
- And of course: the staple diet of most Indians – movies, cricket, celebrities
Google search queries correlate to the above happenings with Budget 2009, Election Results, Slumdog Millionaire etc., all being the top search queries of the year. However, some interesting search queries too were to be seen. ‘Bhuvan’ too was seen to be the fastest growing search query. Launched in Mid-August, Bhuvan, the ISRO’s Geo-satellite, which can zoom to 10 square meter (similar to Google, or Wikimaps), would have been of interest to many. I have not tried this yet… but I’m sure, looking at the popularity of its search, there would be at-least hundred thousand installations on desktops across the country.
Search for Michael Jackson has been a global phenomenon. In fact, Google had initially presumed, looking at the surge of searches happening on MJ on its website that it was some sort of malicious virus attack.
An interest on Twitter in India could be attributed to 2 personalities and the media coverage they had given to Twitter – Barack Obama, and Sashi Taroor. I have sure the number of people who have joined the twitter bandwagon after this from India would have been multifold. Interesting to note that Sashi Taroor has close to 470K followers!
The most interesting piece was the “how to” category. Going through the queries, it is safe to assume that most of the ‘How to’ queries comes from the younger audience – How to –kiss, date, flirt… etc would be the teeny-weeny people’s eternal quest and Google (therefore the Internet) is their guide, companion, and philosopher. How to – Meditate, concentrate, study….all would have been from students before exams searching for the panacea for improving their examination performance.. The other set of How to – Chat, download… shows that people are searching for the basic Internet usage…which means that more and more new users are getting online.
Overall, the Google Zeitgeist 2009 for India has very much reflected what is happening around us. While most Indians (internet using) are interested in movies and celebrities, it is heartening to know that these users are also keen to expand their horizons beyond movies & celebrities.
While I wait for the next year Google Zeitgeist, I am also eager to know what you think of this year’s.
Cheers
Santosh
Let’s have a quick recap of important happenings in India over the past one year –
- General Elections (by far the biggest event)
- Indians win at Oscar
- The Budget presentation (during the time of recession)
- Interest in the Economy (the ripple effect of the global economic scenario)
- And of course: the staple diet of most Indians – movies, cricket, celebrities
Google search queries correlate to the above happenings with Budget 2009, Election Results, Slumdog Millionaire etc., all being the top search queries of the year. However, some interesting search queries too were to be seen. ‘Bhuvan’ too was seen to be the fastest growing search query. Launched in Mid-August, Bhuvan, the ISRO’s Geo-satellite, which can zoom to 10 square meter (similar to Google, or Wikimaps), would have been of interest to many. I have not tried this yet… but I’m sure, looking at the popularity of its search, there would be at-least hundred thousand installations on desktops across the country.
Search for Michael Jackson has been a global phenomenon. In fact, Google had initially presumed, looking at the surge of searches happening on MJ on its website that it was some sort of malicious virus attack.
An interest on Twitter in India could be attributed to 2 personalities and the media coverage they had given to Twitter – Barack Obama, and Sashi Taroor. I have sure the number of people who have joined the twitter bandwagon after this from India would have been multifold. Interesting to note that Sashi Taroor has close to 470K followers!
The most interesting piece was the “how to” category. Going through the queries, it is safe to assume that most of the ‘How to’ queries comes from the younger audience – How to –kiss, date, flirt… etc would be the teeny-weeny people’s eternal quest and Google (therefore the Internet) is their guide, companion, and philosopher. How to – Meditate, concentrate, study….all would have been from students before exams searching for the panacea for improving their examination performance.. The other set of How to – Chat, download… shows that people are searching for the basic Internet usage…which means that more and more new users are getting online.
Overall, the Google Zeitgeist 2009 for India has very much reflected what is happening around us. While most Indians (internet using) are interested in movies and celebrities, it is heartening to know that these users are also keen to expand their horizons beyond movies & celebrities.
While I wait for the next year Google Zeitgeist, I am also eager to know what you think of this year’s.
Cheers
Santosh
Google Zeitgeist for India – 2009
Google has released the latest Zeitgeist for 2009. While the overall results shown are predictable (basis the different headers)… there are some things which were interesting.
Let’s have a quick recap of important happenings in India over the past one year –
- General Elections (by far the biggest event)
- Indians win at Oscar
- The Budget presentation (during the time of recession)
- Interest in the Economy (the ripple effect of the global economic scenario)
- And of course: the staple diet of most Indians – movies, cricket, celebrities
Google search queries correlate to the above happenings with Budget 2009, Election Results, Slumdog Millionaire etc., all being the top search queries of the year. However, some interesting search queries too were to be seen. ‘Bhuvan’ too was seen to be the fastest growing search query. Launched in Mid-August, Bhuvan, the ISRO’s Geo-satellite, which can zoom to 10 square meter (similar to Google, or Wikimaps), would have been of interest to many. I have not tried this yet… but I’m sure, looking at the popularity of its search, there would be at-least hundred thousand installations on desktops across the country.
Search for Michael Jackson has been a global phenomenon. In fact, Google had initially presumed, looking at the surge of searches happening on MJ on its website that it was some sort of malicious virus attack.
An interest on Twitter in India could be attributed to 2 personalities and the media coverage they had given to Twitter – Barack Obama, and Sashi Taroor. I have sure the number of people who have joined the twitter bandwagon after this from India would have been multifold. Interesting to note that Sashi Taroor has close to 470K followers!
The most interesting piece was the “how to” category. Going through the queries, it is safe to assume that most of the ‘How to’ queries comes from the younger audience – How to –kiss, date, flirt… etc would be the teeny-weeny people’s eternal quest and Google (therefore the Internet) is their guide, companion, and philosopher. How to – Meditate, concentrate, study….all would have been from students before exams searching for the panacea for improving their examination performance.. The other set of How to – Chat, download… shows that people are searching for the basic Internet usage…which means that more and more new users are getting online.
Overall, the Google Zeitgeist 2009 for India has very much reflected what is happening around us. While most Indians (internet using) are interested in movies and celebrities, it is heartening to know that these users are also keen to expand their horizons beyond movies & celebrities.
While I wait for the next year Google Zeitgeist, I am also eager to know what you think of this year’s.
Cheers
Santosh
Let’s have a quick recap of important happenings in India over the past one year –
- General Elections (by far the biggest event)
- Indians win at Oscar
- The Budget presentation (during the time of recession)
- Interest in the Economy (the ripple effect of the global economic scenario)
- And of course: the staple diet of most Indians – movies, cricket, celebrities
Google search queries correlate to the above happenings with Budget 2009, Election Results, Slumdog Millionaire etc., all being the top search queries of the year. However, some interesting search queries too were to be seen. ‘Bhuvan’ too was seen to be the fastest growing search query. Launched in Mid-August, Bhuvan, the ISRO’s Geo-satellite, which can zoom to 10 square meter (similar to Google, or Wikimaps), would have been of interest to many. I have not tried this yet… but I’m sure, looking at the popularity of its search, there would be at-least hundred thousand installations on desktops across the country.
Search for Michael Jackson has been a global phenomenon. In fact, Google had initially presumed, looking at the surge of searches happening on MJ on its website that it was some sort of malicious virus attack.
An interest on Twitter in India could be attributed to 2 personalities and the media coverage they had given to Twitter – Barack Obama, and Sashi Taroor. I have sure the number of people who have joined the twitter bandwagon after this from India would have been multifold. Interesting to note that Sashi Taroor has close to 470K followers!
The most interesting piece was the “how to” category. Going through the queries, it is safe to assume that most of the ‘How to’ queries comes from the younger audience – How to –kiss, date, flirt… etc would be the teeny-weeny people’s eternal quest and Google (therefore the Internet) is their guide, companion, and philosopher. How to – Meditate, concentrate, study….all would have been from students before exams searching for the panacea for improving their examination performance.. The other set of How to – Chat, download… shows that people are searching for the basic Internet usage…which means that more and more new users are getting online.
Overall, the Google Zeitgeist 2009 for India has very much reflected what is happening around us. While most Indians (internet using) are interested in movies and celebrities, it is heartening to know that these users are also keen to expand their horizons beyond movies & celebrities.
While I wait for the next year Google Zeitgeist, I am also eager to know what you think of this year’s.
Cheers
Santosh
Google Zeitgeist for India – 2009
Google has released the latest Zeitgeist for 2009. While the overall results shown are predictable (basis the different headers)… there are some things which were interesting.
Let’s have a quick recap of important happenings in India over the past one year –
- General Elections (by far the biggest event)
- Indians win at Oscar
- The Budget presentation (during the time of recession)
- Interest in the Economy (the ripple effect of the global economic scenario)
- And of course: the staple diet of most Indians – movies, cricket, celebrities
Google search queries correlate to the above happenings with Budget 2009, Election Results, Slumdog Millionaire etc., all being the top search queries of the year. However, some interesting search queries too were to be seen. ‘Bhuvan’ too was seen to be the fastest growing search query. Launched in Mid-August, Bhuvan, the ISRO’s Geo-satellite, which can zoom to 10 square meter (similar to Google, or Wikimaps), would have been of interest to many. I have not tried this yet… but I’m sure, looking at the popularity of its search, there would be at-least hundred thousand installations on desktops across the country.
Search for Michael Jackson has been a global phenomenon. In fact, Google had initially presumed, looking at the surge of searches happening on MJ on its website that it was some sort of malicious virus attack.
An interest on Twitter in India could be attributed to 2 personalities and the media coverage they had given to Twitter – Barack Obama, and Sashi Taroor. I have sure the number of people who have joined the twitter bandwagon after this from India would have been multifold. Interesting to note that Sashi Taroor has close to 470K followers!
The most interesting piece was the “how to” category. Going through the queries, it is safe to assume that most of the ‘How to’ queries comes from the younger audience – How to –kiss, date, flirt… etc would be the teeny-weeny people’s eternal quest and Google (therefore the Internet) is their guide, companion, and philosopher. How to – Meditate, concentrate, study….all would have been from students before exams searching for the panacea for improving their examination performance.. The other set of How to – Chat, download… shows that people are searching for the basic Internet usage…which means that more and more new users are getting online.
Overall, the Google Zeitgeist 2009 for India has very much reflected what is happening around us. While most Indians (internet using) are interested in movies and celebrities, it is heartening to know that these users are also keen to expand their horizons beyond movies & celebrities.
While I wait for the next year Google Zeitgeist, I am also eager to know what you think of this year’s.
Cheers
Santosh
Let’s have a quick recap of important happenings in India over the past one year –
- General Elections (by far the biggest event)
- Indians win at Oscar
- The Budget presentation (during the time of recession)
- Interest in the Economy (the ripple effect of the global economic scenario)
- And of course: the staple diet of most Indians – movies, cricket, celebrities
Google search queries correlate to the above happenings with Budget 2009, Election Results, Slumdog Millionaire etc., all being the top search queries of the year. However, some interesting search queries too were to be seen. ‘Bhuvan’ too was seen to be the fastest growing search query. Launched in Mid-August, Bhuvan, the ISRO’s Geo-satellite, which can zoom to 10 square meter (similar to Google, or Wikimaps), would have been of interest to many. I have not tried this yet… but I’m sure, looking at the popularity of its search, there would be at-least hundred thousand installations on desktops across the country.
Search for Michael Jackson has been a global phenomenon. In fact, Google had initially presumed, looking at the surge of searches happening on MJ on its website that it was some sort of malicious virus attack.
An interest on Twitter in India could be attributed to 2 personalities and the media coverage they had given to Twitter – Barack Obama, and Sashi Taroor. I have sure the number of people who have joined the twitter bandwagon after this from India would have been multifold. Interesting to note that Sashi Taroor has close to 470K followers!
The most interesting piece was the “how to” category. Going through the queries, it is safe to assume that most of the ‘How to’ queries comes from the younger audience – How to –kiss, date, flirt… etc would be the teeny-weeny people’s eternal quest and Google (therefore the Internet) is their guide, companion, and philosopher. How to – Meditate, concentrate, study….all would have been from students before exams searching for the panacea for improving their examination performance.. The other set of How to – Chat, download… shows that people are searching for the basic Internet usage…which means that more and more new users are getting online.
Overall, the Google Zeitgeist 2009 for India has very much reflected what is happening around us. While most Indians (internet using) are interested in movies and celebrities, it is heartening to know that these users are also keen to expand their horizons beyond movies & celebrities.
While I wait for the next year Google Zeitgeist, I am also eager to know what you think of this year’s.
Cheers
Santosh
Senin, 25 Mei 2009
Airtel Launches cloud based Net PC
For all those (including myself), who have been complaining about the low penetration of Internet, and the great digital divide in India... here is what Airtel has to offer..
Targeting close to 200,000 subscribers by this year end, this would soon become an important platform for people in the fringes of the digital divide to adapt to technology... I feel this would be lapped up eagerly by both the businesses and individuals..
Gist of article:
Low-cost computing and broadband penetration in the country is set to get a boost with Bharti Airtel, India's largest telecom operator, launching a low-cost online computer powered by Microsoft and Nivio.
Priced at Rs7,999, the Airtel Net PC is a plug-and-play online computer with a 15-inch LCD monitor, mouse, and Nivio companion (which enables the PC to connect to a backend Linux-run server for storage and applications).
To read more click here
Targeting close to 200,000 subscribers by this year end, this would soon become an important platform for people in the fringes of the digital divide to adapt to technology... I feel this would be lapped up eagerly by both the businesses and individuals..
Gist of article:
Low-cost computing and broadband penetration in the country is set to get a boost with Bharti Airtel, India's largest telecom operator, launching a low-cost online computer powered by Microsoft and Nivio.
Priced at Rs7,999, the Airtel Net PC is a plug-and-play online computer with a 15-inch LCD monitor, mouse, and Nivio companion (which enables the PC to connect to a backend Linux-run server for storage and applications).
To read more click here
Airtel Launches cloud based Net PC
For all those (including myself), who have been complaining about the low penetration of Internet, and the great digital divide in India... here is what Airtel has to offer..
Targeting close to 200,000 subscribers by this year end, this would soon become an important platform for people in the fringes of the digital divide to adapt to technology... I feel this would be lapped up eagerly by both the businesses and individuals..
Gist of article:
Low-cost computing and broadband penetration in the country is set to get a boost with Bharti Airtel, India's largest telecom operator, launching a low-cost online computer powered by Microsoft and Nivio.
Priced at Rs7,999, the Airtel Net PC is a plug-and-play online computer with a 15-inch LCD monitor, mouse, and Nivio companion (which enables the PC to connect to a backend Linux-run server for storage and applications).
To read more click here
Targeting close to 200,000 subscribers by this year end, this would soon become an important platform for people in the fringes of the digital divide to adapt to technology... I feel this would be lapped up eagerly by both the businesses and individuals..
Gist of article:
Low-cost computing and broadband penetration in the country is set to get a boost with Bharti Airtel, India's largest telecom operator, launching a low-cost online computer powered by Microsoft and Nivio.
Priced at Rs7,999, the Airtel Net PC is a plug-and-play online computer with a 15-inch LCD monitor, mouse, and Nivio companion (which enables the PC to connect to a backend Linux-run server for storage and applications).
To read more click here
Airtel Launches cloud based Net PC
For all those (including myself), who have been complaining about the low penetration of Internet, and the great digital divide in India... here is what Airtel has to offer..
Targeting close to 200,000 subscribers by this year end, this would soon become an important platform for people in the fringes of the digital divide to adapt to technology... I feel this would be lapped up eagerly by both the businesses and individuals..
Gist of article:
Low-cost computing and broadband penetration in the country is set to get a boost with Bharti Airtel, India's largest telecom operator, launching a low-cost online computer powered by Microsoft and Nivio.
Priced at Rs7,999, the Airtel Net PC is a plug-and-play online computer with a 15-inch LCD monitor, mouse, and Nivio companion (which enables the PC to connect to a backend Linux-run server for storage and applications).
To read more click here
Targeting close to 200,000 subscribers by this year end, this would soon become an important platform for people in the fringes of the digital divide to adapt to technology... I feel this would be lapped up eagerly by both the businesses and individuals..
Gist of article:
Low-cost computing and broadband penetration in the country is set to get a boost with Bharti Airtel, India's largest telecom operator, launching a low-cost online computer powered by Microsoft and Nivio.
Priced at Rs7,999, the Airtel Net PC is a plug-and-play online computer with a 15-inch LCD monitor, mouse, and Nivio companion (which enables the PC to connect to a backend Linux-run server for storage and applications).
To read more click here
What ails Internet advertising in India?
Some random thoughts on what ails Internet advertising in India -
1) Internet advertising always comes as an after thought in client's campaign
2) few publishers control most of the traffic and ad revenue
3) Always have been sold on 'performance' parameter... branding was never considered as an option
4) In India Internet has been synonymous with 'Free' - even the marketers demand it
5) Penetration has been a perennial problem
6) cost per reach is still higher compared to other mediums
7) Tracking and optimizing the campaign is expensive... and client's mostly are not willing to invest or pay for the same
8) No standards - in rates, measurements - varies from publisher to publisher
9) success stories of internet advertising are by and far few & rare
10) Most restaurants (digital ad agencies) believes in the presentation (creative) not the cooking (science/strategy) of what they serve
10.a) Most of the online campaigns are half cooked dishes served to the client... and many clients complain about indigestion after their campaign :)
11) Most (clients and agencies) believe "what is West, is Best"
12) Only a few good men :)
Any more....add on...
Cheers
Santosh
1) Internet advertising always comes as an after thought in client's campaign
2) few publishers control most of the traffic and ad revenue
3) Always have been sold on 'performance' parameter... branding was never considered as an option
4) In India Internet has been synonymous with 'Free' - even the marketers demand it
5) Penetration has been a perennial problem
6) cost per reach is still higher compared to other mediums
7) Tracking and optimizing the campaign is expensive... and client's mostly are not willing to invest or pay for the same
8) No standards - in rates, measurements - varies from publisher to publisher
9) success stories of internet advertising are by and far few & rare
10) Most restaurants (digital ad agencies) believes in the presentation (creative) not the cooking (science/strategy) of what they serve
10.a) Most of the online campaigns are half cooked dishes served to the client... and many clients complain about indigestion after their campaign :)
11) Most (clients and agencies) believe "what is West, is Best"
12) Only a few good men :)
Any more....add on...
Cheers
Santosh
What ails Internet advertising in India?
Some random thoughts on what ails Internet advertising in India -
1) Internet advertising always comes as an after thought in client's campaign
2) few publishers control most of the traffic and ad revenue
3) Always have been sold on 'performance' parameter... branding was never considered as an option
4) In India Internet has been synonymous with 'Free' - even the marketers demand it
5) Penetration has been a perennial problem
6) cost per reach is still higher compared to other mediums
7) Tracking and optimizing the campaign is expensive... and client's mostly are not willing to invest or pay for the same
8) No standards - in rates, measurements - varies from publisher to publisher
9) success stories of internet advertising are by and far few & rare
10) Most restaurants (digital ad agencies) believes in the presentation (creative) not the cooking (science/strategy) of what they serve
10.a) Most of the online campaigns are half cooked dishes served to the client... and many clients complain about indigestion after their campaign :)
11) Most (clients and agencies) believe "what is West, is Best"
12) Only a few good men :)
Any more....add on...
Cheers
Santosh
1) Internet advertising always comes as an after thought in client's campaign
2) few publishers control most of the traffic and ad revenue
3) Always have been sold on 'performance' parameter... branding was never considered as an option
4) In India Internet has been synonymous with 'Free' - even the marketers demand it
5) Penetration has been a perennial problem
6) cost per reach is still higher compared to other mediums
7) Tracking and optimizing the campaign is expensive... and client's mostly are not willing to invest or pay for the same
8) No standards - in rates, measurements - varies from publisher to publisher
9) success stories of internet advertising are by and far few & rare
10) Most restaurants (digital ad agencies) believes in the presentation (creative) not the cooking (science/strategy) of what they serve
10.a) Most of the online campaigns are half cooked dishes served to the client... and many clients complain about indigestion after their campaign :)
11) Most (clients and agencies) believe "what is West, is Best"
12) Only a few good men :)
Any more....add on...
Cheers
Santosh
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