The creation of a brand is a something similar to bringing up a child. Its needs a lot of attention and has to be tended to with care. For decades now the channels of communication have been print and electronic media. Newspapers and the television have garnered a major proportion of the advertising revenue. The argument being since people read newspapers and watch the television, it made sense to be present on these platforms.
Today technology has irrevocably changed the landscape. Social media have changed media consumption. Newspapers are dying out and being replaced by a vibrant presence on the web. Today the presence of platforms like Facebook, Twitter, Instagram and many other similar platforms have changed the nature of communication and the manner in which people stay in touch. That has changed the game for marketers in the way they have to now communicate with their audience. Digital marketing is here to stay and grow by leaps and bounds.
Digital advertising in India is forecast to breach the $1 billion milestone in 2016-17. A compelling indicator for digital spends that can ride this wave is the uptick in data consumption; climbing up at a compounded annual growth rate of 30% and projected to reach 7GB/month (per active user) by 2021 (according to the Ericsson Mobility Report of 2016).
The Adobe Digital Insights (ADI) report on the Indian market revealed that over 75% consumers prefer personalised advertisements. 63% consumers are comfortable with brands they use regularly using their personal data to customise website content, emails, and advertising; 59% of consumers find digital ads more interesting and useful than ads on TV and radio. 73% consumers think brands do a good job of showing them ads, 89% of marketers felt that they had underinvested in smartphone advertising in 2016.
In Goa, online activity means keeping touch with friends and family through Facebook or Whatsapp or even instagram. Data is not present but a large percentage of the youth purchase goods online and several products like television sets and generic music systems were purchased online. It implies that advertisers in the State have to learn to communicate with a section of the audience that does not access print media and seems to live by every tweet.
Automobile brands like Mercedes Benz utilise the digital medium expertly world-wide and they do a bit in Goa too. Sachin Honaver, CEO, Counto Motors Mercedez Benz said everyone is online and it was common sense they had to be too.
Mr Honaver said “Most of the platforms accessed by our target audience are in the digital space. We use Facebook, Youtube to highlight developments in our products. Test drives are posted on Youtube and yes we have tie ups with search engines whereby our name pops up when people search for luxury cars. In this day and age we have to make use of new emerging platforms to communicate with our audience which has undoubtedly migrated from conventional media.”
Savio Araujo of Chowgule Industries which represents Maruti in the State also confirmed that a presence in the digital world was necessary and vital.
Mr Araujo said “Yes, we have a website and we also connect on radio and TV. We are working on something with Maruti, whereby anyone accessing that website will be able to access our site if they want to buy a car here.” He went on to say that the company had developed an app whereby the sales staff could send quotations, brochures to interested parties. Recently the company had also created a 3D demo where by test drives could be conducted whilst at the dealership, the response, Savio said.
Manjunath Pujari of Goatimeline said it was quite a task trying to convince people to use the digital space to advertise. He said “Goa is developed enough to be able to understand social media and so when we approach people they are aware. They are familiar with Facebook and Twitter but largely people still depend on print media. When we have clients interested in using the digital space, we create groups for them on WhatsApp which we use quite aggressively. These groups comprise people who are interested in the business or could be interested in it. For example we have a lot of data courtesy our education fair which helps a client who may be in the same space. We understand the industry and create a campaign based on the needs and budget.”
In five years he said the market would be even more accepting and open to new technologies.
Illidio Noronha of Alpha creative said there were several Internet savvy clients in the State across retail, real estate, FMCG and hospitality. The medium he said was very cost effective and was very powerful in terms of micro reach. Social media is said was very different from traditional media in that sense. The challenge he said was to explain to clients who felt it was about uploading photographs and posting tweets. Mr Noronha said “We track them on Facebook, Google plus and do seriously hard work. We provide them with data that is relevant to them.”
Conrad Stephen of Purple Crest which also handles online campaigns said it was without doubt the most cost effective media vehicle today. Many clientswere looking at it with interest. Today it was also helped by the fact the mobile phone is cost effective with 3G and 4G compliance phones easily available. Apps were also available which did not really require a qualification to operate. Conrad said “Salaries in the country and in Goa are increasing. Presently if the household income was Rs 50,000 people will spend atleast Rs 2500 to buy something online. As the salaries increase, people buying online will also increase and their interaction with the digital world will keep increasing.” He said his clients would advertise online and a web banner on Google Plus usually went for Rs 30,000. The challenge he said was education of the benefits of going online.
The Goan market is open to new marketing platforms says Nathan who has installed 50 screens in outlets as diverse as Maganlal, PNG Jewellers , Skoda and Manipal to name a few. He intends to increase it to 100 by this month and hopes to take it to Maharashtra and Karnataka.
As a long time marketer who did not want to come on record said “Mobile will dominate as an advertising platform. The dropping of data prices steeply due to intense competition plays an important role here. The entry of aggressive players like Reliance Jio and other incumbent players like Airtel, Idea and Vodafone who have had to match the offers makes life easier for the consumer. A majority of the telecom players still consider Indian market as one mobile service are most affordable for consumers and margins for these players will remain under pressure. So, online advertising in the mobile medium holds great potential.
Digital ad spending in India still stand at just 15% of the total advertising pie, unlike the over 40% in evolved markets. That will change sooner rather than later in the national market. In Goa it will happen perhaps in the next 5 years but yes, it will happen without a doubt.
