MAM

Will Kolkata go the Mumbai way?

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/mam-images/2015/10/23/Untitled-1_1.jpg?itok=8gi0ci5q

KOLKATA: Digital marketing may have caught on in a big way in metros like Mumbai and Delhi but in Kolkata, it is struggling to play catch-up, largely due to skepticism around its success as a promotional strategy.

This, despite the recent example of Bengali film Aborto garnering over 30,000 Facebook likes, not to mention huge pre-release awareness simply by paying Facebook Rs 832 per day for a period of 25 days before the movie hit theatres.

City-based digital advertising agencies are positive that all businesses stand to benefit by deploying new methods of advertising, moreso those related to travel, real estate and e-commerce.

In fact, with the number of internet users having multiplied, most businesses that have been following traditional advertising methods (TV, radio and newspaper ads) are expected to divert some portion of their ad budget to digital platforms.

And yet, there?s agreement on the fact that it would take some more convincing before the City of Joy gets into serious digital space.

In a bid to understand the situation at ground zero, this correspondent spoke to a cross-section of industry.

Inter Action owner Prantar Chaudhuri said: ?Apart from Facebook and Twitter, the next most used digital platforms are Instagram and LinkedIn. But FB and Twitter are priority.? However, he did say they had done a short-term Facebook plan for a client called Call Buddy, which is into customised gifts and novelties.

While Let?s Assist Digital Services CEO Prasit Bhattacharya opined that digital marketing is being adopted by both small and medium sized businesses. ?The growth rate of digital advertising is almost 50 per cent and it will keep growing as the number of internet users increases. While social media marketing (SMM) finds a niche market here, we are seeing more activity in this space than before,? he said.

Bhattacharya said that with people searching for more and more information online, sites such as Tumblr and SlideShare were now featuring in people?s priority lists and companies were targeting applications advertising to reach out to more clients on their phones and tablets. ?We are also developing a website with iOS and Android Apps, where people can create landing pages and websites by themselves, do A/B spilt testing and get detailed analytics reports on their digital marketing efforts in real time,? he added.

However, The Webspidy MD Avishek Tarafdar said that around 80 per cent of the people in Kolkata use facebook and the remaining 20 per cent use Google ppc. Going by 2013-14 social media trends, mobile/video ads on YouTube/Vimeo were the main platforms. The size of the advertising industry is $7.3 billion in India, of which, digital ad spend is only around six per cent, Tarafdar pointed out.

Even Bhattacharya was quick to point out the challenges associated with digital advertising. ?Making clients understand the lifespan and reach of each campaign and ad can be challenging. While newspaper ads have a lifespan of one day, online ads can be strictly ROI focused if measured properly,? he said.

A media planner said: ?Clients only want to spend on print media now. They like TT (The Telegraph) for space in Sunday magazine and pay for three months. But they are not sure what they want to put in that space.?

Another player said on condition of anonymity: ?In Kolkata, mid-segment clients do not differentiate between advertising, brand building and propaganda. What most clients do is propaganda and not brand building.?

A third player rued: ?To the Kolkata client, it will start only when some Mumbai agency comes and tells them.? A Delhi-based agency felt most Kolkata brands go digital because everyone else is going that way. Yet another source opined that Kolkata clients do not want to take a risk with new methodology until and unless they?re sure about its acceptability even among competitors.

The source added: ?Moreover, ad budgets in east Indian cities like Kolkata are less than in Mumbai or Delhi. Besides, Kolkata-based clients are not very clear about SMM marketing. They think they can simply open a FB page and voila... they are doing SMM.?

Worth mentioning here is the initiative by Advertising Standards Council of India (ASCI) chairman Partha Rakshit, who is working to liaison with Google and Twitter for a tighter monitoring of digital ads. Ads that are in serious breach of the ASCI?s code, and that includes digital ads, will be withdrawn immediately.

So, given this scenario, will digital advertising take flight in Kolkata? It?s something only time will tell...

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/kalinga.jpg?itok=7Eg5t2PJ
Kalinga TV appoints Aidem Ventures as their exclusive “Ad – Sales Representative”

Aidem Ventures, an independent media consulting and marketing solutions company has been mandated to handle ad sales for Kalinga TV, a 24-hour Odia news channel.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/dentsu.jpg?itok=ZUsyd_Dr
Dentsu One stages a walkout for Queo’s latest campaign with Jacqueline Fernandez

The rapid growth in the number of high net worth individuals (HNIs) and aspirational lifestyles and consumer demographics has led to a demand for luxury living.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/white.jpg?itok=TIVffL0i
White Rivers Media wins Shorty Social Good Award for Viviana Mall’s ‘Stop Acid Sale’ Campaign

White Rivers Media has won the esteemed Shorty Social Good Award for Viviana Mall’s ‘Stop Acid Sale’ Digital campaigns.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/social.jpg?itok=xs9epXAt
Social Kinnect Appoints Bharat Suri as the Vice President of Operations

Social Kinnect, one of the largest independent Digital Marketing agencies in India, recently announced the appointment of Bharat Suri as Vice President of Operations.

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/urrency.jpg?itok=lZk2Pj7b
The Currency of Experience Has Global Value

Research from YouGov on behalf of Priority Pass™, the world’s leading and original airport experiences program, has found that the trend for experiences over material goods is global.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/WATConsult.jpg?itok=Oiz6xb6y
WATConsult becomes the 'Highest Awarded Indian Agency' at Epica Awards with 2 Golds and 1 Silver Metal

WATConsult, the digital and social media agency from Dentsu Aegis Network led the Indian tally at Epica Awards by winning 3 out of the 9 awards won by Indian agencies in total. WATConsult’s #PowerlessQueen bagged 2 Golds and 1 Silver metal, making it the best performing and highest awarded Indian...

MAM Media and Advertising Media Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/sabbas.jpg?itok=CK3avJj0
Sabbas Joseph to address BeaWorld - international festival of events in Portugal

Sabbas Joseph, Co- Founder & Director, Wizcraft International Entertainment Pvt Ltd, will be addressing the BeaWorld Festival of Events and Creativity in Coimbra, Portugal later this week, becoming the first Indian entrepreneur to take stage at this premium global event industry convention and...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/16/rs.jpg?itok=npu6o4K2
‘Beautiful by Nature’: JOYquestions Stereotypes in a Brand New Campaign with Mouni Roy

People are conditioned into following certain pre-defined beauty standards of how a woman should look, behave and carry herself around. Physical appearance has always been the yardstick to measure a woman’s beauty

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/16/stdoud.jpg?itok=Ssn_LDuQ
India gets their first-ever international standard Motion Capture Lab

An institution in the entertainment & storytelling sector, Famous Studios once again proves its leadership position.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories