And we are back with a fresh edition of the much ‘In the Face’ Beyond Campus which I am told, is now infamous for its views on large Cruise Ships and so on … Amen to that.
What has however, caught my attention for the week, is the strangely low use of the digital medium by Pune advertisers. While I am aware that a handful of agencies are making some headway with a fistful of clients, this phenomenon is still worrying…
On the one hand, clients are cutting on their ad spend and yet want to be omnipresent to boost flagging sales, and on the other, they are conspicuous by their absence. Yes, traditional media is very expensive and not cost effective any longer, but thats all the more reason these local brands should be embracing more digital. Digital works and there is little that can question that..
This very brand that you are reading this column in, has been built entirely on the digital platform. Not one mainline brand was used to amplify this brands launch, attributes or character; Believe me in these 6 months that Pune365 has been around, its all over the place, literally crawling on every timeline, anywhere on social. Money has been spent, but spent judiciously and yes digital works, else you wouldn’t be reading this now.
No, this column isn’t intended for trumpeting and continues to its raison d’etre of informing and hopefully helping our fraternity take the right decisions.
Mainline media has increasingly got older, be it their editorial matrix, their audience, or their sheer indifference to what matters to the audience of today.
So be it. But do the advertisers have to toe the line ? Most certainly not. Staying low is fine, but don’t forget that you may just find a startup all over town and you will be relegated to your board room, deciding on survival tactics. Agencies today are torn between survival that necessitates the use of mainline and digital that they know, remains the present and the future.
Somewhere I think its time, the Pune market gets together and demonstrates how digital media can sell for the local entrepreneurs. Not all of them know its power and this is true since many of them aren’t regular users of the medium. Shifts onto this are visible, but in small measure. Vanity plays a huge role here for some reason.
Get onto it, even if it does take a makeover. Now thats intended purely for my male friends in the fraternity so you can stop grimacing young ladies! The more you use it, the more comfort and desire to feature your own brand there.
This is where it all begins; You’ll be amazed at what it can do for your business…
Post Script : Just as we go live with this column, we hear of the huge layoffs announced by a leading daily of the country. A 1000 people soon to be retrenched. Another group planning expected to announce lay offs soon. It wont be long before media ships in other markets, Pune included, are forced to follow suit. This doesn’t sound good, but I guess, its expected.
Pune365 : The views expressed in this column are the Author’s.
Disclosure : Jaisurya Das is also Co-Founder Pune365
Jd also consults in Consumer Neuroscience and Neuromarketing, both of which are integral to his brand interventions.