Archive for February, 2009
New Media Advertising!
Sales and Marketing started with the Door to Door Sales. Salesmen usually learned their way from the experiences. They were apt to answer any query; they had a thorough knowledge of the product.
Then mail order, Print and TV advertisement came, also known as conventional marketing. The sales were done through advertisement. And advertising is known as multiplied salesmanship. Lot of thought of campaign managers went through the creative. They were trying hard to sell the product to the masses. The Ad used to be designed, taking care of the broader masses and demographics. The managers spent time to optimize the space and time to create an awareness, interest, consideration and trial (AICT). And they were able to get hold of larger mass with less cost. It became a boom. The Ad spending started increasing and so the sales because of them. Companies started venturing into the different geographies, the cost to reach the new customer was low and local know how was minimum to create a demand.
Now time is changing. New media is emerging. We can already feel the slow transition from conventional to new media. New Media brings more opportunity to advertisers. But why are we talking about new media? New media is future; it is digital, clearer and less costly. In no time new media will gain over Print and TV. They will be replaced by Internet and IPTV. Apart from being more clear and cost effective, new media will provide something which none of the mediums have provided above. They will provide us with measurement and control.
Measurement: Ability to measure the exact number of times a particular ad shown to a particular user in a particular region, with specific interest. A particular user means someone who is male/female with age.
Control: When we can measure all the above parameters, that mean there has to be way, where I can control them. Yes there are ways.
With New Media, Advertisement not only becomes cheap but very much effective. That means advertisement cost per sale goes down.
Now the big question: How do we tackle this? What can be the best strategy to create an effective ad? Simple, let’s go back few decade back, where salesmanship was the king. Yes man to man. And now it becomes ad to man, not men.
Eleven pointers to work upon!
- Every creative will be very precise and to the point.
- Creative will be created based on the user profiles
- User profile can vary, based on demographics, Time, Region and the user preferences.
- Most importantly online user Psychic need to be figured out.
- Creative displayed will change with the change in user.
- There will no wastage of time and space, in terms of showing the same ad to the same user. Maximum an ad will be shown 5-10 times.
- Assuming ad to be a sales person. Now ad will have only few seconds to convince the user and more importantly to grab his attention.
- Lot of experimentation, test can be concluded without wasting the money and brand image.
- Space will be a constraint. Lot of time will be spent on space optimization. Though it is not done today (Digital media)
- Once a user attention is grabbed. There is lot of information and facts, which can be bombarded to him, for the final sale.
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With online sales, lot of problems with distribution and dealers can be solved.
P2P Networking on IPTV
Oh Yes!!!
Imagine, i missed on a special program or a Barcelona final match. and i want to view it on my TV. I even forgot to record the match. Now what? Should i be looking for the match on internet? Yes today i will do that.
But not tomorrow. because tomorrow, i will have P2P networking available on my IPTV. I just need to browse some of my neighbors TV. And i will get one of the recordings.
Isn’t that strange. But it can be true.
Watch for IPTV. It will change the way we watch Television.
Creating an Open Source CAD/CAM application
I have published some of the slides, which gives us a rough description of, how to create a CAD/CAM application on Internet. which can be run on any browser.
The Application uses JOGL for rendering on browser.
download the pdf kernel-architecture
Retargeting
Lot and lot of hype is there on Retargeting on internet. I am trying to clear some of the myths, some of the confusion and ways to implement it.
what is targeting?
It is connecting the right user for the right product.
What is retargeting?
connecting the same user again for the same product or for the different product which might be of interest to the user.
How do we implement this?
Implementing it on internet is very easy, internet is about measurement, analysis and controlling.
Measurement, What need to be measured?
We measure the activities of the internet user.
How do we do this?
We measure it by the help of cookie. Cookie can tell us, where all the internet user has visited, clicked on which all ads. Once we know his interest, bang we can retarget him.
How do we analyze this data?
suppose the user clicks on Matrimonial ad, and then he go ahead and gather the info about the product. but he never purchased the product.
how do we analyze the data for retargeting?
we know his interest, and his willingness to buy a product. we can now retarget him for the same product again and again, till the time he don’t purchase it. Wow we have a sale now. and sale is what we wanted.
Here a little more we can add to this. since he has already purchased a matrimonial service, what more can we offer? can we offer him a loan. Yes we can, since he is getting married, he might need some finance. Lets offer him a personal loan.
and bingo, right on the bull’s eye.
Amazing, now this is where technology helps. we do this with the help of a pixel and a cookie, and some servers.
Who all can make use of retargeting?
Some of the good portals, where e-commerce, e-business is the prime source of revenue. like e-bay, Amazon, Rediff, Indiatimes shopping, comparison shopping and many more sites like these.
Adnetworks, Ad serving platforms like Right Media, Real Media, Double Click, Zedo.
IPTV and Indian Audience
A steal, Bharti Airtel has come with an IPTV. People already having a 999 / month broadband can use it for free. And what more, IPTV also brings along regional and customised ads. They were experimenting with the IPTV from past six months, putting it on trial on some of the societies in Gurgaon/NCR. The reception and usability is still to be checked.
Looking at the strategy level they have done a great job, first DTH and now IPTV. Most of the people will argue that Bharti will be competing with their own product. But this is not the case. DTH is a winner for 150 mn houses which are still not cabled, Where Door Darshan rules. Metro were never a primary market for the DTH, it is those villages and towns, where they have an eye. And IPTV will rule all the metros like Delhi, Mumbai, Bangalore, which were wired almost five years ago.
I still need to check up with Bharti, if they have started the behaviour targeting for the family. Yes the targeted ads will be based on family behaviour not on individual behaviour. Imagine on afternoons if the housewife is watching “Saas Bahu” serial, the ads all over would be from washing powder to sanitary napkins. And late in the evening you will have all the car ads drooling over, when the house master is watching the sports channel.
IPTV, also brings a lot of opportunities to techies, digital media in India. There will be now media plans and spending by big advertisers, based on the targeting audiences. If IPTV rules the market, then we can have more accurate data on TRP. Which serial is really doing well, rather then extrapolated data.
Social Media and Political Marketing
How can social media help a politician?
What are the different political goals, where social media play a pivotal role?
To summarize there is one goal where social media can give real advantage to a politician, and that is “to mobilize the voters”.
Now the next question would be, how?
Social media can help a party to inform, involve, connect and mobilize (IICM) all the voters.
How do we do this?
We do this by creating groups, community on them. and use social networking applications to gain advantage. Also most of the social media comes with API, where a party can create an application based on its need.
sample applications which can be used are
- Groups,
- Events,
- Marketplace,
- Circle of friends,
- Calender,
- Sticky,
- Super wall,
- News Feed,
- News,
- Mobile plugin apps.
The trick is, who understand the social media and who can leverages the power of communication.
mail me for more understanding.
Other similer articles.
LkAdvani vs BObama
Both of them are Challengers.
Both of them started early on internet political campaign.
Both of them believe in technology and politics.
Obama is on the top, will Advani make it to the top?
Online Political campaign helped Obama a lot. will it help Advani?
Lets find the answers by comparing their sites.
The web site says a lot for Obama (Barackobama.com). The colors all used to perfection. The blue color represents wisdom, trust, loyalty and dedication.
Green (lkadvani.com), stands for growth, youth and energy. while black stands for authority and power. (does it signifies, he want to rule with a iron fist)
The usability is very clean and the representation is well guided in Obama case. while the Advani site is full of clutters, posters and banners. home page is anything but HOME.
The authoritative colors in Obama is Grey and red. Grey is conservative and neutral. which targets the masses. The Red is passionate which is associated with energy, strength, power, determination and leadership.
While in Advani the authoritative colors are Red and Blue. where blue is opposite of red. It is calmness and peaceful. fonts really are mismatched. No clear thought went into the design.
There is no clear usabilty for different audience in Advani site. In fact the site is design only for the casual users
No clear direction for the supporters/neutral people/party members. There is science to deal with supporters and volunteers. and ways to convince a neutral voter. while you can find it very clear on Obama site.
There is discussions on congress, their shortcomings but everything is so cluttered on Home page. Use of micro sites would have been much appreciated. There is lot of Views on the issues, which matter us a lot, but then there should also be a comparison ! congress views? We want to know why Advani stands better then congress?
In a nutshell the whole advani.in is mismanaged and gives a gloomy picture.
The site should incite, excite, bring passion into the youth, give them direction, advice them, meet them, talk to them and love them. It seem there is lot to learn and long way to go. Good luck Mr. Advani. Knock Knock.. where is Rahul.
Other related blog: lkadvani.in
