Technology

Digital medium apt for marketing, but users still wary

NEW DELHI:While urging advertisers not to be daunted by the new media and learnt to adapt it to advantage, participants at a meet here on Digital Marketing said they were convinced that television would continue to be the primary medium for advertising for several more years.













However, many of the speakers were confident that the Internet would gradually become the second largest advertising medium and would revolutionalise TV with the entry of Internet Protocol TV and other new media. Many of the speakers spoke of the gradual amalgamation of the media.

Organised by the Internet and Mobile Association of India (IAMAI), the one-day meet titled ‘Digital Marketing: Wake up and Smell the Coffee‘ saw the participation of a large number of people from the world of advertising, marketing and broadcasting.

They included Sam Balsara (Chairman & Managing Director, Madison), Arvind Rao (Chief Executive Officer & Co Founder, On Mobile), Dinesh Wadhawan (Managing Director & CEO, Times Internet Ltd), Gurtej Sandhu (Senior Vice President Digital, Star TV), Raj Nayak (Chief Executive Officer, NDTV Media), Gullu Sen (Vice Chairman, Dentsu India), Chaya Brian Carvalho (Managing Director & CEO, BC Web Wise),
Sidharth Rao (CEO & Co-founder, Webchutney), Rajagopal Menon (COO, Contests2win), Bhavna Giani (Associate Creative Director, Mediaturf Worldwide), Jaspreet Bindra (Country Manager, Windows Live + MSN), Lloyd Mathias (Marketing Director, Motorola), Ashok Lalla (Director of Internet Marketing, Taj Hotels, Resorts & Palaces), Rohit Sharma (Chief Operating Officer, Zapak), D Shivakumar (Managing Director, Nokia India), Sameer Suneja (Head Marketing, Preffiti Van Melle India), and Rahul Agarwal (Director Marketing, Lenovo).


Balsara regretted that advertisers had still failed to sufficiently use digital marketing for brand advertising and understand its power and reach.


Carvalho and Agarwal did not agree that the Digital Medium was too functional to allow room for creativity, and said the situation was in fact quite the contrary. Carvalho said the Internet was a vehicle for self-expression and was in fact a most creative medium giving infinite space for creating new ideas. Agarwal regretted that traditional agencies had not been able to grasp the power of this new medium and regretted that very little money was being set aside for exploiting this medium or on research.


Giani said it was necessary to decide the direction those using the medium wanted to take since it was most engaging and interactive, while Menon felt that creativity implied the uses to which this medium could be put.


The speakers were unanimous that the Digital Medium was making a real impact on marketing, promotion and customer acquisition efforts of most major brands in India. Some felt that the current definitions of creativity and the current training and experience of leaders in this area are not aligned with the notions of creativity for the digital medium.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/11/17/Rahul%20Nehra.jpg?itok=mP6RbVf2
Friend MTS-Castle Media to tackle Bollywood's digital piracy using unique watermark tech

MUMBAI: Piracy is a serious challenge to the entertainment industry in India. In fact, according to the Motion Pictures Distributors Association of India (MPDA), India country is infamous for having one of the highest rate of video piracy in the world. Lack of stringent IP protection laws to...

Technology Software Applications
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/11/11/set-top-box-800x800.jpg?itok=pz9wqMdr
India poised to emerge as lucrative market for UHD STBs

The growing inclination of people towards ultra-high definition video viewing can be attributed as a major reason for the 4K Set-Top Box’s (STB) market growth. According to a report by Grand View research, the global 4K STB market size is projected to reach US$7.18 billion by 2024.

Technology Hardware Set-top Boxes
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/11/01/Reliance-Jio-800x800_1.jpg?itok=Z9RZ3iGr
Reliance Jio to launch Android powered 4K STBs

Enjoying huge waves of success, Reliance Jio, within few months of its launch, plans to launch Android powered set-top boxes (STBs) in India. Following its idea of providing free 4G internet, this is believed to be Jio's second step in building their envisioned Digital Ecosystem in India.

Technology Hardware Set-top Boxes
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/10/25/bi-800x800_0.jpg?itok=tfaGWUVv
Highly-beneficial interactions take place at Broadcast India '16

The 26th Broadcast India Show concluded over the weekend in Mumbai, and was easily the most exciting Broadcast India Show yet. With thousands of eager, high-quality trade visitors swarming the show floor, a sentiment signalling highly-beneficial exchanges and interactions echoed through the halls...

Technology Software Applications
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/23/Untitled-1_28.jpg?itok=sUqa1jZF
India, China to propel APAC, beat CAS Europe market share

APAC is expected to overtake the market share of Europe in future due to an increasing demand for digital TV set-up boxes in countries such as China and India. North America and Europe dominated the global CAS market in 2015. APAC region is estimated to mark a growth rate of 12.0 per cent CAGR...

Technology Hardware Set-top Boxes
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/23/Untitled-1.jpg?itok=I_5UAd8p
India lucrative market for 4K UHD STBs: Grand View Research

Here’s a view on the demand for 4K or ultra high definition (UHD) set-top boxes (STBs) in India.

Technology Hardware Set-top Boxes
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/19/Untitled-1_0.jpg?itok=Op9PJAk4
Infor appoints Dass as south Asian subcontinent V-P

Infor, a leading provider of business applications specialized by industry and built for the cloud, has appointed Ashish Dass as the vice president and managing director for the south Asian subcontinent. Infor software helps eliminate the need for costly customization through embedded deep...

Technology Software Applications
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/06/Untitled-1_12.jpg?itok=gePFFzBo
Siti & DishTV opt for Conax conditional access

The Essel group has been using Conax’s tech for sometime now for its Siti Network (earlier known as Siti Cable). Now the group has extended that partnership for another product for both Siti Network and DTH operator Dish TV India. This time it is for the cardless set top boxes that the two are...

Technology Hardware Set-top Boxes
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/06/Imagine%20Communications.jpg?itok=hHV0BPjB
Imagine Communications extends functionality of Selenio One unified transcoding platform to OTT

MUMBAI: Imagine Communications, empowering the media and entertainment industry through transformative innovation, today introduced a high-density adaptive bitrate (ABR) transcoding product built on Selenio One™, the company’s software-defined linear transcoding platform. Selenio One is designed...

Technology Hardware Components

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories