Posts Tagged 'Alootechie'

Brand Advertising Performance Measurement in India

Today when we meet Publishers and Online Advertising Agencies everyone talks about lack of even 1% proportionate spend by Brand – FMCG advertisers like Nestle, Pepsi, Unilever etc on online medium for reach out to masses.

At a recent discussion organized by Nikhil Pawha  – Mediamnama i meet couple of people which were indicating why brands dont spend online due to lack of performance metrics or sheer scale of medium as always indicated as “New Media or Alternative Media” with just  access to 30 million active users in India when compared to TV & Print which has access to 400 million users.

Being in Online Industry for almost 10 years i have personally been firm believer or positioned the medium as most performance measurable due to automated intelligence and sheer capability to collect data. But the kind of data we collect or metrics people look into like CTR(Click through rate), Impressions served are the just functional data points which were created by us marketers to bring some audit ability to our medium instead we started to use this to compare ourselves to print and TV where lack of such data from publishers perspective makes it harder to define.

On the other hand if you look from perspective of the advertiser like a big telecom giant or big toothpaste brand which caters to mass audience just dont just consider them foolish when they only get excited by wow factor shown by a publisher like a rich media ad communicating to user about their brand or sponsorship to a section against measurement of traffic to their micro site talking about their product as for them being on the online medium is to give user to talk to their brand or be wherever their potential product user.

We as online marketer need to show potential to online brands somewhat similar to how offline medium agencies work where they try to understand the pain point of the brand in terms of market positioning, reach to consumer, brand message, channel problem etc  which a brand face and give solution through medium of advertising to solve these problems and show RoI in simple brand recall + most important increase in sales perspective. This is something very similar to what Naukri’s of the world may do Cost per Resume or as one online marketer was suggesting going Cost per Pizza sold to an International Food Chain present in India it sounds very foolish but its very practical in all sense.

Why cant campaign for a women cosmetics product measure increase in sales or give feedback to brand on lack of availability of their product by sheer interest shown from one region etc.

The WPP and Publicitas of the worlds have for long been measuring performance for brands in offline world and we as online marketers need to come out from our measurement of CTR is what brands are looking for answers and need to get more innovative to drive more media spends online.

In answer to later question which talked about scale which medium provide you are right when some one in discussion from audience mentioned that 90% of audience online already has access to a mobile phone and a telecom brand advertising online will not really benefit in terms of RoI by asking user to subscribe or change providers but knowing so much about our users online give the marketer an edge where we can address specific pain points of our brands like increasing ARPU per subscriber already in a telecom circle where they find potential exist but not been able to crack it via the offline medium etc.

We need to evolve the medium bring in more technology metrics for increasing measurements in simple terms which offline world provides to brands to get access to more money power but another question needs answering do we have capacity to consume a 20,000 crores budget online per year. Answer is NO and we need to grow the medium users or evolve as medium for other mediums to integrate to us. Lets cross the 100 million user mark soon to stay in this race otherwise technology and business models will get too evolved without test user base for measuring their scale and may lead to early collapse of lot like the dot  com bubble burst where lot of entrepreneurs replied with answers of their models being too early for that time.

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Business India 2.0 Blog Completes 1 Year

After several hundred posts and many thousand readers later it feels proud to announce that i have successfully completed 1 year of blogging in this industry.

Why Successfully as i had been able to achieve various objectives which i had determined not initially at time when i started to write but in due course of writing month on month. Advantage blogging gave me is provide a repository of ideas on how i would like to execute an idea which others might already been doing or not doing at all.

When i started out it was all about reporting things already reported on blogsphere but with my 2 cents about it. But then Business India 2.0 evolved more as an analytical style of writing where i would go behind the business or technology logics or new innovations happening in Indian Internet Industry. Though this approach did make lot of enemies with people going crazy on comments section taking shot at my industry work…but that infact help me improve my work first and turn people who hated my writing as friends for long.

This platform has given me immense opportunity to get in touch with amazing entrepreneurs and people from startups with energy levels which excite you to live every day with a difference which helps to reinforce your confidence in India startup story and Internet Industry as a whole. I must say i have remained partial to the Internet Travel Industry but this is one area where for some reasons my predictions and idea models have clicked and my ideology has been echoed by other reputed voices in the industry.

Where i would like to go from here is do analysis on internet products which i have covered over 1 year how they have evolved or shutdown and what still needs to be done before we can start terming Web 2.0 businesses in india as Web Businesses 2.0

Thanks to Rajesh Branwal of Alootechie andNikhil Phawa of Contentsutra for providing single reporting point to start my blogging day from.

Hopefully 2nd year for Business India 2.0 will be much stronger with more relevant content and exciting businesses covered.

Firstphera.com – Indian Online Wedding Site Creator Review!!!!

This morning when i got an invitation to review firstphera.com i was pretty surprised keeping in mind nor am i married(or plan to get married any soon) nor such a good blogger who people would send their site for review.

But would thanks Vikas for sending me out invitation code as Rajesh @ Alootechie.net always tend to get one sent like 1 week prior to other bloggers.Anyway by the time i got down to writing it Rajesh had already made his post. Still here it goes.

Firstphera.com is beginning of creation of digital services built around proven business model of online matrimonial classified listing. The site to attract visitor in its free service stage provide facility for couples to create online wedding site where they give handy tools which can be used to save the memories and share tasks. Example i live the RSVP thing or you may say guest list creator where both would be groom and bride can share guest lists etc. But the main service or functionality which site focuses lot is on Uploading pictures to share in website design format with people/friends.

Though the site technology wise is good with nice use of AJAX and all what i really couldnt figure out when i can host my picture on Yahoo Albums or flickr why take the extra effort to create another wedding site. Secondly The site is concentrating too much on collection of information/images as memory and not helping todays fast lane first in love then getting married couple arrange activities etc.

Couple of years ago i burnt my hands building a site called rishteyonline.com where the model was to do something similar but if firstphera.com could add my listed below wish list. I am certain their business model will flourish and will get invited for a treat of coffee at their office.

Wish List

  • Create facility to add tasks to be done and help in dividing work for marriage into steps.
  • Help Delegate tasks to friends and families keep track and let couples remain organize.
  • Monetize by offering help on each objective from finding Wedding venue to brides jewelery

So its very basic get an Project management software customize it to act as a wedding planner and boom you are out there way ahead of matrimonydiary.com etc. See the idea is that you supplement the classified sites but you have potential for addressing a bigger segment bigger market than what shaadi.com or other matrimonial sites are offering. Concentrate on pre-wedding things more instead of post wedding. Post wedding is a market in itself where the business model avenues are totally seperate and you need more services instead of just facility to host pictures and add contents on their life as a couple.

Cute concept but need a good business model to grow and stay. Wont mind consulting!!!


Contact Details

E-mail:siddharthpuri@gmail.com Call Me :+91-9910444460
November 2017
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