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In an earlier post I talked about why marketers should not approach digital media (online/ mobile/ DTH) with the ‘interruption’ marketing paradigm so prevalent in traditional media (TV/ print/ radio/ outdoors): because digital media is very good at engaging with a million customers one at a time, but very bad at reaching a million customers at one time. This is especially true for India, where mass media still hasn’t peaked in terms of either reach or credibility and digital media is still extremely niche and fragmented.

In another earlier post, I talked about how most marketers and agencies in India are still clueless about the basic principles of digital media. I’m sure that most Indian marketers are present on digital media on the basis of the 5% rule: during a campaign, 5% of the budget should be allocated to digital media. As a result, even when marketers flirt with the digital media, their digital media initiatives are almost always ad hoc, mostly ineffective and often quickly abandoned.