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How many times have you looked at your marketing plan and wondered if you will actually reach the right people?

The first thought that CFO’s thought of when fears of recession started creeping in was to reduce advertising spends. Although justified in certain cases, the decision could have been better off had it emerged as a resultant of an in-depth analysis of the strategy & the media mix, how each medium fared in reaching the audience. Typically, a reduced budget today is driving marketers to increase spends on the digital medium and reduce that on the broadcast media. Well, that’s definitely not what this game’s about. It’s a little more complicated than that and requires taking cognizance of the consumer psychology at this hour.

One needs to understand the category and the relevant audience to determine the role that each medium will play. It is critical not only to know, but also practise that broadcast media cannot be expected to give any more data than it already does. Whereas, the Internet offers more data than one can consume – it really is dependent on human intelligence to figure what more this data can reveal about the consumer.

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We at ISHIR Digital strongly believe that engaging the brand with the consumer has become all the more relevant and important now. Marketers must utilise their reduced budgets wisely and effectively use the broadcast media to drive consumers to a more engaging experience with the brand on the Internet – consumer is evangelist. Allowing consumers to interact with the brand will give the marketer much more leverage in terms of gauging the expectations better, thus taking the delivery beyond satisfaction. This path of stimulating consumer interest, engaging in a dialog and establishing a relationship will result in stronger brand loyalty from the consumer.

As for the digital media vehicles, it is important to rate them on levels of consumer engagement. For example, it is more engaging to be present in search results than to be marketing via SMS or regular display advertising. Organic & paid search will gain more and more importance through 2009 and display advertising will not see the growth it has been witnessing till recent times. Social media optimisation will gain higher importance as a brand building vehicle because of its improving understanding and tackling of consumer privacy and expectations. When using SMO, marketers as well as agencies must do their homework really well in terms of precisely identifying the audience, planning the communication and engagement levels. Utilising popular engagement tools already present will prove to be a better means in various cases than creating newer ones.

ISHIR Digital has already started working in this direction with some of its clients in the United States of America, Europe and even India where the effects of recession are not so harsh yet and have started achieving improved RoI.

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