I am back! For the last few months, things have been topsy-turvey in my life and thats why couldn't concentrate on my career and on this blog. But things being more settled now, I can spend more time enlightening readers who are still tracking Digital Media evolution.....
Last few days I have been reading about how Digital Media has evolved and how effective it can be for marketers. People have gone to an extent saying that "Traditional media is dying" - Marketing is dead by HBR. Being in this industry for long and being part of this everyday evolving Media I truly believe in the potential of Online Media. Still, marketers are hesitant to put marketing dollars in trying out new things. (To be safe!)There is a certain level of success attached to the traditional Media. Metrics are established and accepted by the marketing world so less hassle to explain the performance to Senior Management...
Anyways...many may disagree but I feel that Online Media should be strictly called "ROI Media", purely because it has the capacity to track customer journey end to end.....from where customer landed on the site, to what he did on the site and left to go to which other sites....not only that with the advance features of Google and other third party vendors, one can chase their qualified leads on web and send them very targeted message (knowing that this guy was interested in your product). Moreover, with pay-per-click model, one can be charged only when a user shows interest in your ad and clicks on it....Every DOLLAR you spent in online Media can be justified by the number of Qualified leads you have generated.
Now Online Media is a vague term at the moment. When allocating marketing budgets, people would include Social, Mobile etc. as part of their Online budget. I would contradict that too. The performance for Social and Media has to be measured differently. They are new Media and it would take time for industry to come up with a benchmark on Social and Mobile campaign performance. But their contribution to boost online campaign performance cannot be ignored. They are still not ROI vehicle.
By ROI Media I mean "Paid Search" and "Display". There are tonnes of things that one can do with these two media and now there are substantial case studies from big e-commerce companies like Dell, ebay, airline industry etc. to prove that they work....my future posts would be discussion on some of these topics!
Last few days I have been reading about how Digital Media has evolved and how effective it can be for marketers. People have gone to an extent saying that "Traditional media is dying" - Marketing is dead by HBR. Being in this industry for long and being part of this everyday evolving Media I truly believe in the potential of Online Media. Still, marketers are hesitant to put marketing dollars in trying out new things. (To be safe!)There is a certain level of success attached to the traditional Media. Metrics are established and accepted by the marketing world so less hassle to explain the performance to Senior Management...
Anyways...many may disagree but I feel that Online Media should be strictly called "ROI Media", purely because it has the capacity to track customer journey end to end.....from where customer landed on the site, to what he did on the site and left to go to which other sites....not only that with the advance features of Google and other third party vendors, one can chase their qualified leads on web and send them very targeted message (knowing that this guy was interested in your product). Moreover, with pay-per-click model, one can be charged only when a user shows interest in your ad and clicks on it....Every DOLLAR you spent in online Media can be justified by the number of Qualified leads you have generated.
Now Online Media is a vague term at the moment. When allocating marketing budgets, people would include Social, Mobile etc. as part of their Online budget. I would contradict that too. The performance for Social and Media has to be measured differently. They are new Media and it would take time for industry to come up with a benchmark on Social and Mobile campaign performance. But their contribution to boost online campaign performance cannot be ignored. They are still not ROI vehicle.
By ROI Media I mean "Paid Search" and "Display". There are tonnes of things that one can do with these two media and now there are substantial case studies from big e-commerce companies like Dell, ebay, airline industry etc. to prove that they work....my future posts would be discussion on some of these topics!
