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Showing posts from September, 2010

Is online a ‘frivolous’ medium for advertising?

Ok. I know it is a very uncomfortable question, especially in emerging markets where Internet advertising is just about finding its place, and is also one of the fastest growing - in terms of advertising revenue growth. It becomes all the more uncomfortable when you are talking about it online :)

Some weeks back, I overheard someone say that compared to other traditional mediums of advertising Online Advertising as a medium need not to be considered seriously (at-least for now). India, for example, still is a market driven by TVC and Print ads.

True? True, but partially

True, because most of the online advertising is limited to online banners (a replication of the mainline creative/message) with a campaign website that is informative in nature. True, because in most ad agencies, the creative think about the message in terms of TVC, Print, Radio, etc…. and then decide to do something ‘cool’ in the online space. “Let’s have something cool on Facebook” is the latest mantra. True again, bec…

The Importance of “Positioning”

The online would have enough and more dope on Brand Positioning; So, I'd not go into the detailing of what is positioning, and how it can be achieved? I will also not talk about the Importance of Positioning but would try and give some examples of some brand names you are familiar with and interact on day to day basis in the online space.
Couple of days back, I was talking to a brand manager who was mentioning how the online platforms are only best suited for tactical purposes. He went onto mention that maybe in future "positioning" would not be a marketing focus, and "being tactical" would be the marketing strategy of the day. I argued, on the importance of positioning, and had taken couple of examples from the Internet space and said if online companies are focusing on positioning, then 'positioning' is and will be crucial aspect of marketing.
While there is a grain of truth in saying that in future "being tactical" would be important…since ne…