This post talks about 3rd IAMAI Digital Marketing Conference held at Bangalore. I’ll post about the broad implications later in the subsequent post of course but for now enjoy the ride through a list of tweets (Courtesy WatBlog). In between, you will find certain discussions marked green. These are the pointers which I feel makes this blog post’s title apt: Key Insights on the Intersection of Man, Technology & Culture. And as usual if you feel like you’ve anything to say, please comment in the section below to have a discussion.


(I)“ANALOG VS DIGITAL: WHERE TO SPEND MARKETING BUDGETS NOW AND WHY”

Discussions in this section revolved around: Sellers of traditional media tout that media such as broadcast TV allows advertisers unrivaled impact and reach, attributes that become even more valuable as media fragments. Sellers of digital media counter that pinpoint targeting and ever-improving analytics make spending more in digital the right choice. Below is the crux of the discussions:

1. LIVE from #IAMAI: Goggle Ads click-through-rate (CTR) is 16% in India – Mahesh Murty, Managing Director, Pinstorm Technologies (Tweet)

2. LIVE from #IAMAI: Consumer is the new muse for our brand, that should be the approach – Chetan Marwah , Partner & Chief Executive Officer, ISHIR Digital (Tweet)

3. LIVE from #IAMAI: Move from cost per click (CPC) to cost per impact (CPI) to get better deals (Tweet)

4. LIVE from #IAMAI: Jet airways spend 50% of their digital budget in international markets whereas only 10% in India (Tweet)

5. LIVE from #IAMAI: Prediction -TV is going to be primarily digital & we are goin to see the marketer going to ask why was his ad not seen there – Mahesh Murty, Managing Director, Pinstorm Technologies (Tweet)

(II) NEW MEDIA TOOLS

Discussions in this section revolved around: The Internet was just the beginning; these days media planners are faced with a plethora of new digitally-derived media forms from podcasts to blogs, social networking to SMS, all of which need to be evaluated to see if they might meet clients needs. But how to go about it? Our panelists will help you figure that out. Below is the crux of the discussions:

6. LIVE from #IAMAI: In India, YouTube is the 6th most trafficked as per Alexa – Naren Nachiappan, MD, Jivox (Tweet)

7. LIVE from #IAMAI : Video impressions going to surpass search in Q1, 2009 in North America – ComScore (Tweet)

8. LIVE from #IAMAI : Bandwidth barrier in india is surpassed by users by downloading in office and background buffering – Naren Nachiappan, MD, Jivox (Tweet)

9. LIVE from #IAMAI: In 2005 blogs as a search category overtook magazinesParminder Singh, Business Head – Technology & Media, Google (Tweet)

10. LIVE from #IAMAI : Customer doesn’t click on online ads as they dont want to move away from page. Try using gadgets to initiate conversationParminder Singh, Business Head – Technology & Media, Google (Tweet)

11. LIVE #IAMAI : Social Networks should be used to create brand e
vangelists and not primarily ads placement
Parminder Singh, Business Head – Technology & Media,
Google. (Tweet)

12. LIVE from #IAMAI : In India, Leads from Mobile Search Ads is 3 times better & purer than desktop search leadsParminder Singh, Business Head – Technology & Media, Google, (Tweet)

13. LIVE from #IAMAI: 71% of those who consume mobile internet ads say there perception of brand and recall has increased Parminder Singh, Business Head – Technology & Media, Google, (Tweet)

14. LIVE from #IAMAI : For Google, mobile search queries in India is 10% of desktop queries (Tweet)

15. LIVE from #IAMAI : In US iPhone alone generates 2x the search queries of all other smart phones put together (Tweet)

16. LIVE from #IAMAI : Mobile UI is key to growth of it evolving as a mediumParminder Singh, Business Head – Technology & Media, Google, (Tweet)

17. LIVE from #IAMAI : Rohini (Citation reqd.) – Intel Online India – Traditionally online treated as bleeding edge and therefore Marketers are wary (Tweet)

18. LIVE from #IAMAI : Rohini (Citation reqd.) – Intel Online India – Our Facebook game statistics: 16000 played, 500 per day talking about it online (Tweet)

(III)“HOW TO FIGHT WEB-WARINESS AND EMERGE AS A WINNER”

Discussions in this section revolved around: Convincing a company to spend more money in digital media is one challenge; to get it to use new media forms to break creative ground is an even bigger one. But there are those who have done it, and on this panel, we’ll hear from them-three gutsy clients who innovated not just in the media they’ve used, but in the work they’ve produced for them. Below is the crux of the discussions:

19. LIVE from #IAMAI : Big TV (Reliance DTH service) generates 50,000 leads online in two days – Tushar Vyas, Chief Marketing Officer, Sure Waves (Tweet)

20. LIVE from #IAMAI : Namrata Sehgal, Senior Manager, Trilogy – Most ads with high decibel on web have less than 1% click through rate (CTR)! We say “No wonder twitter has no ads” (Tweet)

21. LIVE from #IAMAI : Gaurav Gupta, Regional Manager Asia Pacific- Retail Operations, General Motors asks how many brick & mortar are here? Just couples of hands show up in audience! Web Wary are we? (Tweet)
22. LIVE from
#IAMAI : General Motors’ 2.5% of all sales in India is through digital channel without any other channel involved for GM. Gaurav Gupta, Regional Manager Asia Pacific- Retail Operations, General Motors – (Tweet)

(IV) THE BLENDED SEARCH REVOLUTION

Discussions in this section revolved around: The first generation of search engines ranked pages based on the content of those pages alone — the words on the page. The second generation increased relevancy by analyzing links. The third generation, Search 3.0, is upon us now in full force. Today’s search engines automatically blending in results from specialized or “vertical” search engines such as video search or local search. This session looks at the revolutionary change happening with blended search and how sear
ch marketers can ride the wave to success. Below is the crux of the discussions:

23. LIVE from #IAMAI : 31% images, 17% videos, 36% news – Clicking percentage on search results in a blended searchMilind Mody, CEO eBrandz (Tweet)

24. LIVE from #IAMAI : Search engines are valued high because they are content finders in context across mediums – Vivek Bhargava, Managing Director, Communicate2 (Tweet)

25. LIVE from #IAMAI : Search has not yet evolvedNarasimha Jayakumar, Business Head – Travel & Local, Google India (Tweet)

(V) TRAFFIC TO WEBSITE AND CONVERSIONS

Discussions in this section revolved around: In the beginning driving traffic was necessary and sufficient, now the dynamics of business has changed driving traffic is important but not sufficient, in the competitive environment with increasing cost per acquisition as marketers there is need for better understanding of website visitors and advertisers look for conversions. This session would look at the importance of digital marketing and maximum potential realization of digital marketing with relevant examples.

26. LIVE from #IAMAI‘Use of good tracking & analytics software should be a core of ROI. Don’t just use freeware‘ – Anurag Gupta, Managing Director, DGM India Internet Marketing.

Tweet Courtesy:
http://twitter.com/watblog

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