Digital medium in India
The internet is one of the emerging mediums in India as of today. Like many other media it too has its advantages and disadvantages in the below mentioned areas:
Advantages:
Effective
targeting – the
internet as a medium poses an advantage in this aspect as the kind of people
visiting a site or surfing the web can be determined and defined much better
and easier then other mediums. However, one must remember that majority of the
people on the net are educated and from urban backgrounds. So it makes sense
only for those who are looking at this target audience to advertise on the net.
Eg. It doesn’t make much sense for lifebuoy to advertise on the net.
Flexibility
of execution - theoretically, internet as a medium provides one with a good
amount of flexibility of execution. One can communicate its message in the form
of print or one can create a whole audio-visual experience or even set up a
virtual tour experience of the product.
Eg.
Many tour operators have a virtual tour site of different countries. Products
like mobile phones can be seen from all angles because of 3-D animation.
One-to-one with consumers: The
primary attraction of the Internet is its ability to deal one-to-one with
consumers. In theory, business and consumers can buy products, exchange product
information, and acquire valuable research with the touch of a computer key. In
practice, the Internet remains an experimental medium with vast underutilized
potential
Growth: However in future one expects the medium to grow across sections
of society. The Internet is the ultimate research tool, with its ability to
measure exactly how many people used the medium and or purchased a product The
Internet is among the most flexible media, with an ability to immediately
change copy in reaction to market and competitive conditions.
Reach: one of the main advantages of the medium is that it exposes you
to the world. The knowledge you can obtain from the internet is close to
infinite. Anyone in the world can see your website; see your ad [even if it is
a little banner on a small site]. It is also a medium where you can communicate
to a specific target audience.
Cheaper medium to advertise: It is a relatively cheaper
medium to advertise.
Disadvantages:
To this point, the Internet is mostly promise rather than
performance. It is difficult to determine the effectiveness of the service
because it is largely experimental in a commercial sense.
Connectivity with respect to India – this is
one of the main disadvantages of advertising on this medium. Its presence in
the rural areas is nonexistent and in the urban areas a lot is left to be
desired
Despite the growing popularity of the Internet as a means of
informal communication, many consumers are still reluctant to use the service
for purchasing products and services. In particular, consumers seem reluctant
to give their credit card numbers over the Internet, even though secure sites
are available.
The sheer number of commercial and non-commercial web sites makes
it difficult for consumers to know what is available or, once know, have much
time to spend with any single site.
The limitations are that it is not widespread in the country. It
is almost redundant for rural advertising. The fact that you cannot do more
than animations of a website is a disadvantage.
There are several other disadvantages but over a period of time
this medium is bound to emerge as a strong force in media planning.
Ref: Dr. H. Lakdawala's Media Planning and Buying Notes
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