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Is digital marketing a waste of Money?

Is digital marketing a waste of Money?

Discuss Is digital marketing a waste of Money? within the HOT Debates - The Big Fight forums, part of the Management Students Voices ( MBA,BMS,MMS,BMM,BBA) category; When is comes to credit card availability, most eCommerce portals now have cash on delivery. So that aspect has been ...

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Re: Is digital marketing a waste of Money?
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Ankita Gaba
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Re: Is digital marketing a waste of Money? - April 27th, 2012

When is comes to credit card availability, most eCommerce portals now have cash on delivery. So that aspect has been sorted out. Even by mobile money now.

With Social Media I believe many entrepreneurs can sell their products whether consumer goods or others. In fact social media is a relatively cost effective medium of marketing. If we compare it to traditional media or SEM and SEO, social media is cheaper. The big corps can employ social media agencies and the startup owners can do it themselves.

Facebook twitter etc can be used for marketing and infact direct sales too. Look at this case study for eg. Social Media Case Study: Shari Academy of Photography

The articles says, "Shari Academy runs weekend workshops promoted primarily though the Photography Tips fan page and the blog. It%u2019s a packed house with people turning up from other cities sometimes to attend these paid workshops. Since the beginning of our efforts we have nearly doubled and at times almost tripled the strength of each workshop. This simple Facebook and Blogging campaign has been translating into money for the company, and not just indirect of intangible benefits. Enough for it to now run its own paid campaigns on Facebook after nearly 2 years of organic growth, a point unimaginable for the small business back when it started."

What do you say to this?
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Re: Is digital marketing a waste of Money?
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Shreya Das
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Re: Is digital marketing a waste of Money? - April 27th, 2012

Quote:
Originally Posted by ankitagaba View Post
When is comes to credit card availability, most eCommerce portals now have cash on delivery. So that aspect has been sorted out. Even by mobile money now.

With Social Media I believe many entrepreneurs can sell their products whether consumer goods or others. In fact social media is a relatively cost effective medium of marketing. If we compare it to traditional media or SEM and SEO, social media is cheaper. The big corps can employ social media agencies and the startup owners can do it themselves.

Facebook twitter etc can be used for marketing and infact direct sales too. Look at this case study for eg. Social Media Case Study: Shari Academy of Photography

The articles says, "Shari Academy runs weekend workshops promoted primarily though the Photography Tips fan page and the blog. It%u2019s a packed house with people turning up from other cities sometimes to attend these paid workshops. Since the beginning of our efforts we have nearly doubled and at times almost tripled the strength of each workshop. This simple Facebook and Blogging campaign has been translating into money for the company, and not just indirect of intangible benefits. Enough for it to now run its own paid campaigns on Facebook after nearly 2 years of organic growth, a point unimaginable for the small business back when it started."

What do you say to this?
I had seen a story recently of a person who lost both his hands and legs. He paints with his mouth and still is full of life. It is inspiring, and it is rare. Shari Academy is a similar example.

In the age when people are soo intimidated to even step foot in a big mall, let alone purchase from it, the current generation is still to evolve into ecommerce and social media influencing it.

If that isnt enough, while many companies have twitter and facebook presence to differentiate their services, the top management has no clue of ROI on social media unlike most other functions.

Social media is a big white elephant seen by all. When it becomes a little more nimble and agile like in the west, it will prove helpful.


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Ankita Gaba
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Re: Is digital marketing a waste of Money? - April 30th, 2012

While I will read your reply and respond in detailed later, here's a link that is related to our discussion thread-

IPL fans switching from TV to new media : Cricket News - India Today
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Farhana Khan
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Re: Is digital marketing a waste of Money? - May 2nd, 2012

Interesting article ankita, though as they said - sports is seen with family and friends on tv and not alone online.

I would say brand advertisements done online need to be measured and optimized until you find significant ROI.
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Ankita Gaba
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Re: Is digital marketing a waste of Money? - May 3rd, 2012

Has significant ROI been defined for TV yet? How do we know people saw an ad and then went to purchase the product. The TRP ratings are also debatable.

In fact a perfect mesh would be to mix up TV advertising and lead people to social media properties and then stay in touch with the consumer through social media there by closing the loop
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Farhana Khan
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Re: Is digital marketing a waste of Money? - May 3rd, 2012

Quote:
Originally Posted by ankitagaba View Post
Has significant ROI been defined for TV yet? How do we know people saw an ad and then went to purchase the product. The TRP ratings are also debatable.

In fact a perfect mesh would be to mix up TV advertising and lead people to social media properties and then stay in touch with the consumer through social media there by closing the loop
Of-course TV has defined significant ROI. Why do you think companies spend millions on TVC?

A realistic approach would be to do both independently and figure out what gives better ROI. Unfortunately social media is only used to do CRM which is motivating a user more to go and crib online. Try to publicly do something to make him happy and a million others mushroom with complains and crib more and more in hope of gaining a deal.

Social media is two way and live, TV isnt, print isnt, radio isnt and thats what defines their success against Social media campaigns.
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Kulin Choksi
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Re: Is digital marketing a waste of Money? - May 7th, 2012

Hi Ankita & Farhana...just wanted to share an article with you both regarding the view of digital marketing by PepsiCo: PepsiCo adopts innovative ways for digital marketing in India - Economic Times.

This is a very subjective issue and we can go on and on and on for this....what i believe and what stats reveal across the companies from different sectors and industries is that every company has started using the digital marketing medium in a serious way and has pooled some money from their ad budget. We will hardly find any figures differentiating the amount used for digital marketing and print media or so but we can surely find the total ad spend budget. To conclude i would opine that digital marketing has evolved in a big way and its going to be a game changer going forward. May be tier 2 and tier 3 cities will have less of digital marketing but will surely evolve by the time.
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Ankita Gaba
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Re: Is digital marketing a waste of Money? - May 10th, 2012

I agree to "To conclude i would opine that digital marketing has evolved in a big way and its going to be a game changer going forward. May be tier 2 and tier 3 cities will have less of digital marketing but will surely evolve by the time."
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Genesis Archibong
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Re: Is digital marketing a waste of Money? - May 10th, 2012

I don't think it's a waste of money as more and more people are going and getting use to the internet and social networking. There are challenges especially in the rural areas but the improvement is inevitable, so as more money and awareness is put into it the result will be tremendous.
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Gaurav Mishra
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Re: Is digital marketing a waste of Money? - May 11th, 2012

Quote:
Originally Posted by G-sis1 View Post
I don't think it's a waste of money as more and more people are going and getting use to the internet and social networking. There are challenges especially in the rural areas but the improvement is inevitable, so as more money and awareness is put into it the result will be tremendous.
its true digital marketing is most important way of advertising and now day even tom dic is promoting its product online as you say here are challenges especially in the rural areas but the improvement is inevitable, so as more money and awareness is put into it the result will be tremendous.

enjoy
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