Digital marketing is still a nascent practice in India, with most brand-owners spending only between 2% - 4% of their annual promotion budget on digital marketing activities. To a large percentage of these brand-owners, and several others that set aside a larger percentage of their promotion budgets for di...
gital marketing, 80% - 90% of the digital marketing budget is set aside for digital advertising, with the remaining money being spent on social media, content marketing, and on setting up company-curated websites.
In the rush to embrace a new world-order, brand-owners are making the mistake of transplanting the traditional approach to promotion - a focus on advertising - to the digital world, with the only value-addition being the tight targeting of consumers; which is made possible by the level of detail available about online consumers. The fact of the matter is that each media-category (traditional and online) has its relative strengths, and each complements the other: traditional media best delivers mass campaigns that point interested consumers to online properties, while online media is strong in fostering conversation and engagement with these consumers.
By formulating the same set of objectives for the activities under each of these vastly differing media-categories, brand-owners end up executing online mass campaigns at specifically targeted consumer segments, in addition to executing mass campaigns over traditional media-category channels, while ignoring the unique strengths of the digital world: engaging with and converting interested consumers.
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