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
As the online advertising market in India is poised to witness a phenomenal 27% growth per annum from 2008-13 (as per industry forecasts), it is imperative that the message reaches the right online customer at the right time for advertisers to achieve expected results. Pawan Goyal, Managing Director – Asia and Middle East, Tribal Fusion (a digital marketing solutions company) in an exclusive interaction with 4Ps B&M talks about how online advertising can be utilised with greater efficiency.
Today, an integrated marketing communication plan involves all aspects of marketing. What are the key areas that Tribal Fusion focuses on for the marketing of a company?
At Tribal Fusion, we do not believe in a ‘one-size-fit-all’ approach. Client needs and objectives vary from campaign to campaign and from advertiser to advertiser. We enable advertisers to reach the right audience with the right message. We work hand-in-hand with advertisers to build campaigns deeply customised to their specific objectives and goals. By focusing on specific campaign objectives, leveraging industry-specific knowledge of ‘what works’ and offering advertisers a wide range of robust tools for messaging, content and targeting, we provide them with better solutions that drive greater results.
What is the total size of the digital marketing industry? Where do you position Tribal Fusion in this sector?
There are not many authentic sources to show the total size of the digital marketing solutions industry in India, but undoubtedly Internet Display advertising is fast gaining acceptance in the country and is steadily robbing the market share from traditional media. We are a technology-driven media services company that delivers innovative products and services to meet the demands of advertisers and publishers. We collaborate with top quality web publishers to provide advertisers with targeted ad placements. Our publishing partners provide advertisers with a brand-safe advertising environment, while our industry-leading technology platform optimises campaigns in real time, helping them to connect better with their target audience.
It has become imperative for businesses to adopt aggressive promotional strategies to suit to newer ways of browsing and shopping. How do you cater to this?
Online advertising is an efficient and effective advertising option because it enables advertisers to focus more specifically on the target markets and audiences – something they cannot do with television or newspaper advertising. The media and creative optimisation technology that this medium offers further enables them to target the audience with the right message in an environment relevant to them.
As the online advertising market in India is poised to witness a phenomenal 27% growth per annum from 2008-13 (as per industry forecasts), it is imperative that the message reaches the right online customer at the right time for advertisers to achieve expected results. Pawan Goyal, Managing Director – Asia and Middle East, Tribal Fusion (a digital marketing solutions company) in an exclusive interaction with 4Ps B&M talks about how online advertising can be utilised with greater efficiency.
Today, an integrated marketing communication plan involves all aspects of marketing. What are the key areas that Tribal Fusion focuses on for the marketing of a company?
At Tribal Fusion, we do not believe in a ‘one-size-fit-all’ approach. Client needs and objectives vary from campaign to campaign and from advertiser to advertiser. We enable advertisers to reach the right audience with the right message. We work hand-in-hand with advertisers to build campaigns deeply customised to their specific objectives and goals. By focusing on specific campaign objectives, leveraging industry-specific knowledge of ‘what works’ and offering advertisers a wide range of robust tools for messaging, content and targeting, we provide them with better solutions that drive greater results.
What is the total size of the digital marketing industry? Where do you position Tribal Fusion in this sector?
There are not many authentic sources to show the total size of the digital marketing solutions industry in India, but undoubtedly Internet Display advertising is fast gaining acceptance in the country and is steadily robbing the market share from traditional media. We are a technology-driven media services company that delivers innovative products and services to meet the demands of advertisers and publishers. We collaborate with top quality web publishers to provide advertisers with targeted ad placements. Our publishing partners provide advertisers with a brand-safe advertising environment, while our industry-leading technology platform optimises campaigns in real time, helping them to connect better with their target audience.
It has become imperative for businesses to adopt aggressive promotional strategies to suit to newer ways of browsing and shopping. How do you cater to this?
Online advertising is an efficient and effective advertising option because it enables advertisers to focus more specifically on the target markets and audiences – something they cannot do with television or newspaper advertising. The media and creative optimisation technology that this medium offers further enables them to target the audience with the right message in an environment relevant to them.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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