October 20th, 2007
Digital Media, Permission Marketing and Proof of Concept
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Quick Summary: Read about how marketers in India are under-utilizing the power of digital media by relying on interruption marketing rather than permission marketing.
In the last few weeks, I have had some interesting debates with friends who work in the digital media space (online/ mobile/ DTH). While the specifics of the discussions have varied, the underlying theme has been the same.
My friend X wants me to include online/ mobile/ DTH in my regular media plan. X makes a pretty 100 page presentation to me on the different types of ads I can show on online/ mobile/ DTH. X points out that online/ mobile/ DTH is more measurable than TV/ press/ radio/ outdoors on which I spend a few crores without even thinking about it. X then very tentatively presents the budget slide and suggests that since I’m anyway spending a few crores on TV/ press/ radio/ outdoors, I shouldn’t hesitate in spending a few lakhs on online/ mobile/ DTH. At this point, I totally shock X by telling her that my budget for online/ mobile/ DTH is unlimited, but I’m not interested in doing any of the activities she has suggested to me.
