Thanks to globalization and the internet, today, customers have access to information at all times and at any place they need or want it. This is why the sphere of digital marketing is blooming across various sectors day- by- day. While the rest of the world is encroaching upon the premises of digital marketing, so is India, but there is a sufficient lag in her approach and strategies when it comes to the same.
The basic problem lies in what digital is perceived to be in India and which leads to the mistakes that we make in selling this medium to our advertisers.
- India is still caught up in the traditional marketing techniques: Usually businesses allocate a small percentage of their marketing budget to digital marketing. Digital marketing is generally looked into after proper engagement in television, print, radio and outdoor marketing
- Complex metrics over complicate the digital medium: It is true that digital marketing helps us track our ROI till the very last paisa with metrics like CPC, CPL, and CPA. But this very benefit is making Indian marketing focus so much so on the ROI through clicks and lead generated that they leave the more important things like brand building to other marketing channels like television.
- We try to down-sell mediums that don’t up-sell us: Since Indian Digital marketers consider tracking spends as the main purpose of digital advertising; they try to down-sell any medium that is not meeting this end. This harms the more important goals to be achieved like brand building.
- Reluctance to look beyond one’s own comfort zone: Indian marketers can be of two types- the ones who have a digital background (who understand the medium) and the ones who don’t (who usually have bigger bucks to spend and they invest in traditional media). Without a fusion of the two types, the Indian digital marketing front can make little advancement.
- The digital marketing industry is too diverse and complex: While engaging in digital marketing, advertisers have to deal with digital design agencies, search marketing folks, social media experts, ad networks and others. This seems a bit too hectic and complex with a small portion of the marketing budget. The concept of ‘integration of media’ (offline and online, something that can make us avert this problem) is yet to be in vogue in this country.
These are not glaring hitches in the road to successful digital marketing and can be avoided with some simple acknowledgement of the fact that there are some hitches to begin with. A little change in perspective can help us along way. The day we see YouTube or Facebook in comparison to television channels when allocating budgets, we will see the difference.