INTERNET IS THE NEXT BIG MARKETING PLATFORM

New Delhi: The advantages of marketing via digital media were put forward by speakers on the second day of the two-day CII Annual Marketing Summit.

The consensus was that Indian companies should understand the importance of online analytical tools to reap the full benefits of New Media. Speakers stressed that the optimum use of such tools enables marketers to get critical insights into consumer behaviour and target products with precision. This ensures maximum returns in terms of converting hits into sales.

Aditya Nath Jha, Vice-President and Head, Global Branding, Infosys Technologies, highlighted the importance of tapping social media on the Internet to further the marketers' cause.

"Marketing is changing from informing to engaging with consumers through Web 2.0 and this engagement is missing in TV or print advertising. The product of this engagement is consumer insight, which is imperative in today's marketplace."

Net users growing

"There are 40 million to 70 million people on the Internet today in the country, and this number is growing at 15 per cent each year," said Sumeet Singh, National Head, Marketing, Communications and Alliances, Info Edge India,

Parminder Singh, Vertical Head, Technology, Google India, too emphasised the importance of the Internet as a marketing platform.

"The go-to-market speed has changed dramatically because of digitisation. Companies should use the Internet to continually improve and enhance their offerings. Also, use the sophisticated computing power of digital media to better target your audience," he said.