President and chief operating officer, Times Internet
While ROI (return on investment) is the least common denominator for advertising spends across platforms, it is an oft-overused term in Internet advertising. Many insist on running a campaign for an extended duration, irrespective of the fact that the campaign objectives through targeted CTRs (click-through rates) may have been achieved long before that. Even the most evolved advertisers look to search marketing for pure-play ROI buys and use display advertising for hybrid buys, combining branding and performance.
Marketing director, General Motors (India)
We foresee a situation of growing inventories, desperate retail environment and overall reduced spends across most industries.
Marketers who have not tasted early success in digital media will be wary of continuing or extending their marketing spends. The early adopters will pick select best practices or past successes and continue spends. ROI-driven campaigns will be the flavour during 2009 with the brand campaigns limited to new launches at best.
Effective customer relationship management (CRM) will be the mantra for survival and success. Digital media aids in effective CRM and relying solely on lead generation would be an under-exploitation of the potential and self-defeating in purpose.
Digital marketing director, MRM Worldwide
Digital advertising in India has, by and large, been experimentation. Only a few industry categories such as banks, travel portals, shopping sites and insurance have a focused approach.
Each campaign would be benchmarked against a predefined ROI. The online collaterals used to achieve the ROI may vary, depending on the publisher ad inventory. Search marketing or pay per click ad campaigns and low-cost activities, such as social media marketing, buzz marketing or viral ad campaigns, will be the focus areas for marketers.
Head, marketing, PSG, HP
If there is an impact, then the most modest impact of the recession will be on the newer media, such as out-of-home, cinema and wireless media.
Will advertisers start demanding more accountability from every rupee they spend? Yes, they will and they will also want to play safer by sticking to tried and trusted media, for instance, TV and print.
But when it comes to digital, I would personally go ahead with lead generation and ROI-driven activities, rather than brand-building campaigns. For instance, if we used to allocate Rs 100 on digital advertising and if it was 50:50 spends earlier between brand-building and lead-generation campaigns, now, it would be 20:80 in favour of lead generation.