WINNERS DON'T DO DIFFERENT THINGS, THEY DO THINGS DIFFERENTLY.. Probably one of the few quotes i liked by Shiv Khera and strongly believe in the same.
In a country like india, with 100s of languages, 1000s of dialects, 1000's of newspapers, umpteen different cultures and traditions with billion+ population..why do you actually have to explore the unknown territory of new/emerging/digital media?
From my own experienced of working in india as well as abroad, i have seen onething that even in traditional media, we are still quite far away from catching up with west and even east also. Our eye for idea is excellent, but we lag behind in quality of execution.
Those who have travelled to Europe or China, or Hongkong or US and have some eye for detail, can recall how as simple as media like outdoor is used abroad. People in india including the media owners as well as media buyers just have no clue about the extent to which the outdoor media can be exploited. We keep staring at those cliche pole kiosk, unipoles, hoardings, bus shelters, gantries all over the place. The idea is, how to used it more innovatively!
Marketeers have just stopped thinking about HOW TO USE THE EXISTING VEHICLES DIFFERENTLY. Simple thing is to propose a new media, social site, blog, sms, IVR etc..since the senior mangts itself has never used it earlier, tha agencies have also not tested the waters previously,,hence suddenly brand manager becomes a hero, because he has proposed a NEW IDEA :-)... Experiementation is surely good and marketeers job is to keep thinking of innovations, ideas, new plans, new activities...But why not think of existing stuff and take it to next level?. Same goes with Radio as well as Print and TV too.
Very recently we have just started using our grey cells a bit more and hence have seen some very good innovations on the outdoor front as well as print and TV. Brands like Vodafone, Mountain Dew, Seagrams, Ried Taylor etc have done some very nice stuff even on traditional media.
The way ZOOZOO swept the market with its IDEA is truly fascinating.It first created buzz through TV only and then it was taken to other media vehicles. Imagine if zoozoo wudve been initially promoted through blogs and portals, will it had created similar amount of buzz and in wide variety of SECs!
The selection of correct media, along with sequence and timing of launch..all these put together in right quantity and combination create a success story.
In these times when budgets are getting squeezed, bottomlines are getting thinner and earnings are severely under pressure it may not be very good idea to explore something new.
And end of the day, i would say, why to struggle so hard to target less than 20% of indian population through these internet mediums...there is 80% population waiting to be heard through more easier and cheaper modes of communication!.
So many brands including vodafone, HUL, IFFCO, and many others are vouching that next big marketing stories will come out of BHARAT (rural india)..but till that, most of them are still struggling to get in terms with that segment. And thats a real challenge! THINK THINK THINK...AND THINK HARD....thats only means to achieve success for marketeers! JAI HO!!