The downturn has certainly made companies more sensitive to the returns they achieve from their marketing investment and has sharpened their focus on the online medium. Pawan Goyal, MD – Asia and Middle East, Tribal Fusion explains ways to deal with the challenges of space, cost, impact and targeting that are associated with digital marketing
But why would an advertiser chose Tribal Fusion over other digital marketing solutions provider?
We are the biggest ad network not only in India, but also in the entire Asia and Middle East region. According to comScore, we reach more than 50% of online users in India. We are client neutral in our approach and as a result, our competitors like Yahoo, Google, MSN and Rediff all advertise with us for their branding requirements.
Social medium is one of the biggest platform for advertisers today. What innovation are you doing in terms of marketing on the social media platform?
We have almost all popular social networking sites on our network, which enables us to build anonymous personalised profile about web users. This allows us to deliver personalised messages to users based on their psychographics and behavioural patterns. Not only that, it also equips us with information relating to a user’s interest and hobbies, providing a fair understanding of their lifestyle, hence allowing us to target them effectively.
Popular Internet marketing solutions include competitor analysis, search engine submissions, link building, e-mail, RSS feeds and blog marketing. Which out of these has the greatest potential and why? Is there any other form that is fast emerging?
Search, display and e-mail marketing are different digital channels of marketing. As more users join the broadband wagon and broadband speed, I believe that Video Advertising will take-off in this market very soon. We offer Full Engagement Video (FEV) ad units in our product suite. FEV is a full-page video ad that dramatically increases user engagement by taking over the entire screen. In addition to this, the launch of mobile 3G services on a large scale will open another medium to deliver advertising.
Has the awareness among consumers increased by using vertical-specific targeting tools in order to drive immediate purchase?
Online medium allows marketers to collect valuable information about individuals. We can know of their location, interests and purchases based on their past online behavior. Reaching the right user with a specific message helps to drive users to the purchase funnel.
Affiliate marketing boosts the sales of companies with the help of collaborators especially in online medium. What is your take on it?
Affiliate marketing works with long tail and remnant inventory. It helps in filling in whatever inventory is left and in increasing the sales of clients. However, when it comes to delivering customers at scale and within brand safe environment, affiliate marketing has huge constraints.
For more articles, Click on IIPM Article.But why would an advertiser chose Tribal Fusion over other digital marketing solutions provider?
We are the biggest ad network not only in India, but also in the entire Asia and Middle East region. According to comScore, we reach more than 50% of online users in India. We are client neutral in our approach and as a result, our competitors like Yahoo, Google, MSN and Rediff all advertise with us for their branding requirements.
Social medium is one of the biggest platform for advertisers today. What innovation are you doing in terms of marketing on the social media platform?
We have almost all popular social networking sites on our network, which enables us to build anonymous personalised profile about web users. This allows us to deliver personalised messages to users based on their psychographics and behavioural patterns. Not only that, it also equips us with information relating to a user’s interest and hobbies, providing a fair understanding of their lifestyle, hence allowing us to target them effectively.
Popular Internet marketing solutions include competitor analysis, search engine submissions, link building, e-mail, RSS feeds and blog marketing. Which out of these has the greatest potential and why? Is there any other form that is fast emerging?
Search, display and e-mail marketing are different digital channels of marketing. As more users join the broadband wagon and broadband speed, I believe that Video Advertising will take-off in this market very soon. We offer Full Engagement Video (FEV) ad units in our product suite. FEV is a full-page video ad that dramatically increases user engagement by taking over the entire screen. In addition to this, the launch of mobile 3G services on a large scale will open another medium to deliver advertising.
Has the awareness among consumers increased by using vertical-specific targeting tools in order to drive immediate purchase?
Online medium allows marketers to collect valuable information about individuals. We can know of their location, interests and purchases based on their past online behavior. Reaching the right user with a specific message helps to drive users to the purchase funnel.
Affiliate marketing boosts the sales of companies with the help of collaborators especially in online medium. What is your take on it?
Affiliate marketing works with long tail and remnant inventory. It helps in filling in whatever inventory is left and in increasing the sales of clients. However, when it comes to delivering customers at scale and within brand safe environment, affiliate marketing has huge constraints.
Neha Saraiya
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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