IAMAI – Wake up and smell the coffee

I was there at Intercontinental, Delhi for the IAMAI summit. This is the first IAMAI summit I attended. My reaction – let us learn to brew the coffee, before we talk about smelling it.

Maybe I am a die hard digital fan… following are some of my views on the seminar and a few thoughts on what we can do –

1) If IAMAI is looking at being the torchbearer of the internet and digital marketing in India, then this seminar had to be an online seminar. You cannot tom-tom about the greatness of your convictions, unless you put it into practice. It would have been the first of its kind of seminar in India had the whole thing be conducted online.

2) Digital Marketing is NOT Internet Marketing… please someone explain this FACT to the people who matter.

3) If we are to address the core issues - Why is there no proper audit conducted on the websites? A Comscore or eABC audit would give credence to all what we say about impressions and unique visitors etc

4) On creativity – we say this is the only audio visual media that is also interactive in nature. Publishers/ agencies are talking about the immense possibilities of what can be created and done in this space. They go on to give some great examples of what Nike had done in Germany or XYZ had done in the US markets. But, where are the Indian creatives??

5) Main concern with regard to the point 4 is that – most publishers do say that they accept shoshkeles, eyeblaster, rich media creatives etc… provided they are less than 20 KB, under 15 Sec, and in a particular format…

And as Sam Balsara, of Madison, pointed out, until we go out and meet and evangelize to people that matters, online advertising in India would always have a smallest pie of the ad revenues.

So long as there is no authenticity in the figures we speak, so long as the creativity is not stifled by the ad formats and file sizes, so long as we do not have substantial broadband connections, so long as we do not reach the critical mass in terms of number of Internet users.. We shall smell the coffee, but, we prefer to taste tea

Cheers

Santosh

Comments

Anonymous said…
hi,
i found out that watshow has covered an exclusive interview with Ibibo CEO Mr.Ashish Kashyap at the recently concluded IAMAI Digital Summit in Delhi..so check thiz video out..
watshow.com
4:45 PM
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