Internet and its tentacles

The internet has had a sagacious effect on consumers’ viewing habits and the proliferation of devices is altering their media and entertainment consumption behavior. The traditional forms of media offer only acquiescent consumption, while on the other hand the newer forms of media assist two way communication.

Connecting with the consumers in a more apt way by deviating the focus from operative innovation to technology that is more practical, user friendly and acculturate, is the key aspect of new media.

Traditional Vs Modern Advertising

The ecosystem of the advertising industry has undergone a paradigm shift. Online advertising is not restricted by the ancient boundaries that exist in traditional print and broadcast advertising. With digitization you can reach out to your target audience and also effectively measure the outreach.

The traditional advertising concept of right advertisement, in right time and at the right place is amplified by digital advertising due to its potential to interact and measure the success of the campaign to target the right consumer online through data analytics, measurement and monitoring.

Digital Advertising and its evolving methods

Sponsored advertising

From the advertisers point of view, sponsored advertising on search engines in highly effective due to low cost involvement and result driven nature. Sponsored advertising is the most effective form of behavioral targeting as people target themselves.

Online display advertising

Online display advertising forms a small portion of the overall online advertisement market consisting of banner ads, sponsorship links, rich media and digital video.

Mobile advertising

India is the second largest mobile internet market in the world and the largest mobile ad impression market in the Asia Pacific region. Mobile is expected to be the number one screen through which consumers can engage with the advertisers’ brands.

“Information-Superhighway”, this is what the internet was termed as in its earlier stages, with an aim to provide fast and limitless access to data. For many, this is what surfing the web is like, but for others this web of information has dead-ends in the form of Internet censorship.

Internet censorship which fueled from the intention to protect children from unsuitable content to bureaucratic and authoritarian interventions to curb a nation’s access to information. Personal perception or public benefit, no matter what the reasons are, the end result of blocked access to web pages remains the same.
Internet censorship can’t be classified as a parental tool or governmental instrument to restrict specific information on the web through freely available software in the consumer market which can put a full-stop on the information access through certain websites. While most people know the software as Web filters, censorship opponents call it censorware.

India is not far behind when it comes to internet policing, with 255 instances of India asking for internet content censorship.

According to Google Inc, a total of 1000 demands were received from governments around the world to take down YouTube videos and search listings and Google complied with them more than half the time
In its transparency report, Google stated objections from India on 133 YouTube videos, stating reasons of national security and defamation, besides banning 26 web searches and 49 blogs. A recent move made by the Indian government of banning certain websites was reported which was later revoked.

There has been a considerable rise in social, local and personalized search and the old thought process that ‘content is king’ is changing. The content farming as it is called by Google focuses the unified perspective of content as a feasible SEO strategy.
Content is Evolving:-

When it comes to creating content, online marketers become digital conversationalist. Brands that focus their energies on SEO to create conceited content that may appeal to the brand, may miss the intention of pushing the brand to the audience. Rethinking and re-engineering the engagement process beyond the boundaries of likes, shares or tweets gained. While these aspects do have value, but driving the content strategy from a different angle helps.

The different angle:-

Your target market has its own make-ups. The catch lies in creating an appeal without saying a word about yourself. Understanding what peaks the interest of your customers helps you step out of the box to create a meaningful customer experience that is relevant and memorable.

Understanding your customer’s need:-

Relevant content creation lays down the path to create a connection between the brand and its customers. The only way to drive real customer engagement is to let go of what you’d like your customer to do for you and embrace what you can do for your customer.

“Today, marketing is about having a meaningful conversation with the customer – at a time and place of their choice”

While Print and Television advertising remain the favourite modes, new concepts and innovative techniques of advertising and brand promotion are now dominating the industry, and if you’re still underestimating the power of social media advertising ? You need to read on.

Social Media Advertising

Is your brand socially active?

Social media has become a pulpit that amplifies communication for organizations, increases brand awareness and often improves customer service. It serves as an economical way to implement marketing campaigns.

What it does for you and your brand?

This form of word-of- mouth marketing and advertising focuses its efforts to create content that attracts attention and inspires readers to share it with their social networks. This corporate communication amplifies the echo of the message as it spreads from one user to the other and appears to come from a trusted, third-party source, as opposed to the brand or company itself.  Social networking websites fosters individuals to interact and build relationships with one another. So, when products or companies join those sites, people can interact with the product or company and hence increasing publicity through editorial influence.

What it does for the consumer?

Followers and potential customers feel a sense of loyalty on social networks as it is a two way communication channel. Target audience can be chosen and concentrated very precisely as social networks provide the users an option of whom to follow.

As Social networking sites work on the principle of word-of-mouth, they can viral market a brand by enabling individual followers to tweet or post their comments on the product being promoted. This process accredits all of the user’s connections to see the message, conceding it to reach more people.

Who made it BIG?

Flipkart.com , ranking in the top 30 websites in India began its activities to make its presence felt on Facebook and Twitter about a year ago. The company has also used LinkedIn to connect with people. The popularity of the site has grown through recommendations, people recommending the site to their family, friends and coworkers, and what better platform than social media to leverage ‘word-of-mouth’! Flipkart.com recognized that using social media is about being human.

“Yes we can!” – The 2008 presidential campaign had a huge presence on social networking sites. Barack Obama, a Democratic candidate for US President, used Twitter and Facebook to differentiate his campaign. His social networking site profile pages were constantly being updated and interacting with followers. The use of social networking sites gave Barack Obama’s campaign access to email addresses, as posted on social networking site profile pages. This allowed the Democratic Party to launch e-mail campaigns asking for votes and campaign donations.

Small opportunities are often the beginning of great enterprises

Team Pensa Media is excited to introduce our New Brand : Effective Responses !

We are entering a new era, as Google Adwords Premier SME Partners, we are evolving our Brand Portfolio and our commitment to our valued customers. For the past 10 years, Pensa Media has empowered you with effective online marketing solutions, enabling you to generate responses and increase RoI.

The simple and clean design of ‘Effective Responses’ logo embodies our core value and promise to you:
- Our Clients will shape our priorities
- We will continuously innovate & improvise our solutions
- We will simplify Online Marketing for you.
- We will provide courteous & responsive client support

As always, we are committed to deliver unparalleled value, service and client satisfaction, Simply Responsibly Effective !