Technology for Marketing and Advertising (TFM&A) is active in the area of educating people engaged in marketing and advertising by disseminating information and knowledge through its various initiative including Webinars, videos as well as conferences. The have organised TFM&A India at Mumbai from October 10-12, 2012 where top marketers and advertisers participated. The event consisted of workshops on various online marketing skills, techniques and conference on Social Media strategies,E-commerce, Brand Building on Digital Space.
I happened to attend the last session of conference wherein Pinstorm CEO Mahesh Murthy, TenTenTen Digital Products CEO Ramesh Srivats and Actress Gul Panag.
Mahesh spoke on new paradigm of digital media, He tried to prove that people are new media . And the fact that no body listen to brand it should be other way round brand should listen and let people to talk.
A campaign for every offering, for every target, for every market. The wonderful thing about search marketing is that you don’t need to compromise any more. If you have multiple products that sell in multiple countries and people in each of these countries have different reasons to buy each of your products - you don’t need to find some one-size-fits-all positioning that traditional TV or print media typically forces on you.
How does this search marketing thing work? You’ve used Google, Yahoo, MSN and maybe even Baidu to search. Ever wondered how they make money? Google, for instance, announced they earned over US$ 6 billion in 2005.The primary income for search engines is through the ‘Sponsored Links’ you see in the results. Advertisers globally will spend more than US$ 10 billion in search engine marketing in 2006 – more than what they spend on banner advertising online. Search Marketing is among the fastest-growing, most-accountable forms of marketing in the world.
Why are marketers investing in search marketing? The most important reason is that people first head to search engines when they’re looking for something – whether it’s a new laptop, a car, a software developer, equipment for an oil rig or even a date. And when they do head there, search engines are getting too comprehensive. Every search seems to find millions of results – and very few have the time and patience to go past the first page of results.
Getting on to page 1. So it’s really important for marketers to be found on page 1 when someone searches for something related to what they offer. And with millions of other results as competition, you can imagine it’s really difficult to get on to the left hand side – the editorial or ‘organic’ side of page 1.
Some people practice what’s called Search Engine Optimization (SEO) which aims to get the engines to rank you higher. While some degree of SEO can be good, it takes time to show results, is limited to a few search terms and with engines changing ranking formulae constantly, it’s not particularly reliable.
We do understand SEO really well and are quite good at it – but we much prefer the much faster, controllable route of paying the engine to show our ads when a relevant term is searched. What’s called Search Engine Marketing or SEM. So you’re ALWAYS on the first page of results when searched.
Ramesh Srivatsa, CEO of TenTenTen Digital Products, is a pass out of IIT-M and IIM-A . He has over 18-years experience in brand building and idea management. He said that the industry has not evolved at all to meet new marketing reality and challenges. If you compare people say 20 years back, to people today, so much has changed. The number of friends we have, the way we relate to them, the way we imagine brands, the way information is passed; it has all altered completely. But the industry is still attempting to build brands exactly the same way as they were built in the 60′s. Even the debates are about relatively peripheral issues like whether there should be specialists or an integrated offering. Internet (and technology at large) is just seen as new media. And so, it’s just treated as a fancy new way to reach the customer. Whereas what technology has done is profoundly change the relationships between the customer, content and brands. In fact now the job of marketers if to build their Brand into people's handsets as well as their lives. It is the real challenge of the day.
On the other hand Gul Panag talked about endorsing only those products which may fit into your persona. He talked about Audi, Royal Enfield, Olay to name a few.
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