Webchutney Digital Media Outlook 2010 Report


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A comprehensive study of the Top 1000 marketers across various categories in India, Webchutney's Digital Media Outlook 2010 report brings valuable insight on prevelant trends, the rationale behind ad-spend allocations and perceptions around the use of Internet as a medium in advertising and marketing today.

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Webchutney Digital Media Outlook 2010 Report

  1. 1. Webchutney works with leading companies in India by developing award-winning and memorable experiences for brands to connect, engage with and build sustained relationships with their consumers online. Our clients include Unilever, P&G, HP, Airtel and Microsoft among others. We work with them in areas of online advertising, website design, mobile marketing and social media. Ranked as India's Number 1 Digital Agency two years in Digita Ou ok S010 l Media igital tloketing2cenario a row (Brand Equity Agency Reckoner, The Economic MarD Times, 2008 & 2009), Webchutney is committed to A study of the Indian leading the interactive marketing industry. We are a team of over 150 digital marketing professionals across New Delhi, Mumbai and Bangalore. Visit us at www.webchutney.com for more information Follow us on www.twitter.com/webchutney Join us on www.facebook.com/webchutney © 2010 Webchutney Studio Pvt. Ltd. All rights reserved. Knowledge Partner
  2. 2. In 2009, we witnessed a dramatic pace of change in the adoption of digital worldwide by consumers, marketers, publishers and agencies alike. The growth of this medium over the last decade has surpassed that of any other media, with popular social networking site Facebook boasting a larger worldwide user base than entire population of countries put together and citizens taking charge of their nations' state of affairs by disrupting political agendas on Twitter. As the intensity of the power that online has put into the hands of masses magnifies, advanced cutting-edge and sophisticated technologies are shrinking boundaries to enable faster, agile and seamless communications across demographics. Human-computer- interaction and social behaviour online have become deep subjects of interest and research among marketing experts and brands alike. In a post-digital environment, considering the frenzied pace at which this medium is progressing, how will brands communicate with their consumers through meaningful deliberate action? And how are marketers gearing up for this change? In a country where more than half of its population is below 25 years of age, how are digital communications influencing and shaping consumer preferences? The answer lies with the largest age-group of 25-35 years active online in India today who access the Internet anytime anywhere, and prefer 'functionality' over brand image. © 2010 Webchutney Studio Pvt. Ltd. All rights reserved. Today, branded content must hold equal importance as free value for the marketing message to permeate and touch the lives of target audiences. One-way marketing messages will die a slow death, but the wave of change brought about by digital best practices will leave brands confounded if they don't adapt to interactive methods of engagement quickly. We attempt to understand the current state of digital, specifically the online medium in terms of marketers approach in adopting this medium to increase brand value and keep pace with changing trends. The 2010 Digital Media Outlook Report presents a dynamic view of online ad- spends of top 1000 advertisers in India, their rationale in using this medium, and their outlook towards this medium in the next fiscal. Sidharth Rao Chief Executive Officer Webchutney
  3. 3. 4 Prologue Ad-Spends of Top 1000 Marketers 6 in India C ontents Usage, Attitude 12 and Perception of © 2010 Webchutney Studio Pvt. Ltd. All rights reserved. Online Medium Digitial Outlook 2010 24
  4. 4. Amidst strong recessionary headwinds of 2008-09 that blighted the global advertising market, a stellar 66% growth recorded in 2009-10 bears testimony to the imminent boom in India's online industry. On the other hand, the medium remains bogged in a quagmire of paradox and irony with the lowest spend-share in the ad-pie. If we dig deeper, the advantages of the medium over traditional media have become an impediment to its growth. Specifically, the innate advantage of its 'measurability' has been stretched to 'over-measurability' which reflects in the gap between marketers understanding of the medium versus its actual potential. With its promise of a large audience base and contextual targeting, Social Media has become a norm with every second marketer across verticals Prologue and businesses looking to advertise online today. Its growth trends are impressive (40% growth estimated in 2010-11) with 63% marketers either using or planning to use it in the near future. Yet this medium does not seem to deliver expected results for marketers and there is a sense of dissent in its effectiveness. The reason lies in the 'one size fits all' approach adopted by most advertisers. A measure of impact on brand credibility, its reputation, and number of recommendations/brand referrals add equal value in judging the 'engagement value' of this medium. The range of options open to advertisers online have grown beyond Search and Display. Interactive online channels such as E-commerce are expected provide the much needed momentum in India's digital economy. It is, © 2010 Webchutney Studio Pvt. Ltd. All rights reserved. however, one of the most underutilized channel with only 20% of top 1000 marketers who account for a substantial 73% of total ad-spends, engaged in it currently. Other online channels such as Viral Marketing/Online Video, Ingame Advertising, Virtual/Augmented reality etc. witness the same fate due to lack of understanding of the value added to a brand's overall marketing strategy. It is customary for us to applaud innovation in traditional media but marketers fail to make optimum use of innovative customer engagement methods online that yield a higher return-on-investment in long-term brand- building. This blinkered or tunneled vision also decelerates growth of online marketing in India. Higher recall value, and staying 'top of mind' are equally important and add up to a brand's effort in 'reaching' out to masses. The Digital Media Outlook 2010 report attempts to understand the rationale behind marketers' allocation of ad-spends across media and offers deep insights to their perception of the online medium. 5 Shweta Bhandari, Digital Research Analyst, Webchutney Note: All ad-spend figures and responses estimated in the report represent the Top 1000 marketers only (not the entire industry), unless specified.
  5. 5. Indian Ad-Market Grew 16% in 2009 (all media) Our survey of top 1000 marketers in India indicates a steady 15% CAGR in overall ad spends for the period spanning 2008-2011. The ad-market grew 16% in 2009 from the previous fiscal even as its global counterpart remained shrouded in gloom with predictions of negative growth. The IPL and General Elections in 2009 may have been strong propellants of growth as expected, and the positive trend is expected to continue with 14% growth in overall ad-spends Ad-Spends of in 2010-11(E). Top 1000 Marketers Year on Year Growth in Indian Ad Spends in India Total Ad-spends (in Rs Cr) © 2010 Webchutney Studio Pvt. Ltd. All rights reserved. 16,289 18,951 21,523 2008-09 2009-10 2010-11 7
  6. 6. Online Makes Significant Gains; Still The 'Virtual' Paradox Remains a Fraction of the Pie One of the primary reasons for online contributing lowest share to Online witnessed a significant 66% growth in 2009, ahead of any the overall pie is the 80:20 paradigm witnessed in budget other medium, as increasing number of marketers shifted ad allocations. We notice a repeated trend from our survey in 2008- spends from traditional media to online. In comparison, growth of TV 09, as verticals with maximum overall ad spends contribute the and Print was sluggish at 14% and 10% respectively. Despite least online, whereas marketers with relatively smaller ad budgets positive growth, it is ironic that top 1000 marketers who spend higher online. contributed 73% to the overall ad-pie allocated only 4% of ad-spends FMCG contributes the largest share of 42% (Rs 7,910 crore) to the online. Television claimed the largest spend share of 45%, followed total ad-pie, but shells out a frugal 9% online. BFSI with overall by Print with 38% and BTL advertising with 19%. spend share of 7% contributes maximum to online spends with Rs 114 crore (19%). Similarly, Consumer Services sector is the second largest contributor to online spends with 18% of its overall ad –spends allocated to this medium, while its contribution to the overall ad-pie is almost half at 9%. Ad-Spend share by Medium of Ad-Spend share by Verticals Top 1000 Marketers, 2009 (in Rs Cr) © 2010 Webchutney Studio Pvt. Ltd. All rights reserved. 2% 1% Online, 603 Mobile,95 Overall 42% 11% 9% 7% 7% 6% 4% 4% 3% Outdoor, 1032 2009-10 3% Radio, 714 1% BTL, 3040 2% 3% Print, 6183 Online 9% 9% 18% 12% 19% 4% 4% 13% 3% 2009-10 2% 2% TV, 7284 Retail Auto IT/ITES/Internet BFSI Media/Pub/Entertainment Telecom Real Estate Consumer Services Pharma Durable Goods Lifestyle Goods FMCG 8 Note: Ad Spends estimated in Digital Media Outlook 2009 were based on 9 Infra/Equip/Manufac Top 500 Marketers hence may differ from 2009-10 report
  7. 7. Display has Maximum Online Online Ad Spends By Verticals (in Rs Cr) Spend Share Share 2009-10 Share 2010-11 BFSI 19% A whopping 65% of online ad spends are accounted by Display, 16% Website development and Search, and they are expected to continue Consumer Services 18% 19% to dominate the online landscape in 2010-11 too. Display has and will 13% IT/ITES/ Internet continue to dominate almost a quarter of online ad spends next FY. 13% Telecom 12% Across verticals, BFSI, Consumer Services and IT/ITES/Internet 12% sector which were the top contributors, accounted for 50% of online Durable Goods 9% 10% ad-spends across various executions in 2009. High growth in share 9% FMCG 10% of online spends is expected from FMCG, Durable Goods and Retail sectors in 2010-11. Real Estate 4% 4% Auto 4% 3% Retail 3% Ad Spends across Online Executions 3% Media/ Publication/ 3% (in Rs Cr) Entertainment 3% Lifestyle Goods 2% Share 2009-10 Share 2010-11 2% Infrastructure/Equipment/ 2% © 2010 Webchutney Studio Pvt. Ltd. All rights reserved. Manufacturing 3% 25% 24% 24% Pharma 2% 2% 22% 21% 18% As marketers with large ad-spends experiment with a variety of 10% executions online to fully explore the potential of this medium, we would 9% 8% 7% expect to witness an increased contribution of this medium to the 6% 6% 5% overall ad-pie. FMCG and Automotive have displayed keen interest in 3% 3% 2% 2% 2% the medium with heightened visibility in 2009 to capture the Indian masses online specifically with display advertising, but the depth of Display Website SEM/O EDM AdNet Social Others Affiliate Viral utilization has been limited to lead generation activities to a large extent. Most marketers seem to approach online with the typical mass- media mindset, overlooking its biggest strength in building organic 10 brand engagement and experiences. 11
  8. 8. Social Media Sheds the 'Beta' Tag In 2009, Social Media usage increased with 5 in 10 marketers advertising across popular networks like Facebook, Youtube, Orkut etc. Marketing strategies of a large number of advertisers across the globe have evolved beyond the traditional 'one-way' messaging by leveraging social platforms to amplify customer-engagement and bring the brand alive through authentic, one-on-one conversations. While the effect of this phenomenon has rubbed off on Indian marketers, most of them are still at a nascent stage in identifying optimal use of the channel in promoting advocacy among the online Indian audience. e Usa ge, Attitud Stage of Usage Across Online Executions f rception o Primary Executions and Pe m line Mediu 13% 2% 24% 31% On 38% 38% 38% 8% 7% 8% 11% 13% © 2010 Webchutney Studio Pvt. Ltd. All rights reserved. 85% 69% 62% 55% 51% 50% EDM Website Interactive Brand Promo Website Display-Rich/ Social Media Platforms Text/Static Display Ongoing/Currently Use Planning to Use Not too Sure When 12 13 Note: Executions with 50% or more usage indicated by marketers, have been considered Primary.
  9. 9. At the same time, more than 50% of online marketers still engage in primary executions such as creating brand websites (85%) and display Mobile: Much Ado About Nothing? ads (62% engage in Text/Static ads). Low usage of 'Tertiary 2009 was touted to be the year of Mobile with over 600% growth Executions' like Viral Marketing (21%) and interactive/emerging media like Branded Sponsorships (19%), E-commerce (20%) , Ingame expected in ad-spends on this medium1, however actual growth of Advertising (9%) has been one of the biggest barriers in whole-hearted mobile has only been 45% and is likely to drop to 36% in 2010-2011. adoption of online marketing. While the number of mobile users has increased exponentially in India, only 1 out of 25 mobile users surf online through their mobile2. As Secondary Executions smart-phones break away from the 'niche' tag, mobile internet penetration increases with evolution in mobile content as well as 44% 51% mobile ad-serving platforms, coupled with the advent of 3G technology, 59% 60% 63% 63% 63% 67% mass-consumption will play an influential role in the development of 8% mobile marketing landscape in India. 6% 8% 7% 4% 7% 5% 11% 49% 43% 33% 33% 32% 30% 28% 26% Ad SEO/SEM Contextual Paid Adverblogs Paid Blogs Mobile Spend Share of Mobile in Ad-Pie Network Search/ Keyword Inclusion Ads/Apps Listing Search Rs 129 Cr Tertiary Executions © 2010 Webchutney Studio Pvt. Ltd. All rights reserved. Rs 95 Cr 66% 74% 75% 0.8% 76% 82% Rs 65 Cr 84% 90% 87% 93% 0.6% 14% 5% 0.4% 6% 5% 21% 21% 20% 19% 6% 10% 3% 7% 11% 9% 8% 7% 5% 2% Viral Marketing App-vertising E-Commerce In-Game Online Advertising Video Sponsorships Referrals/ Branded Affiliates Podcasts Virtual/ Augmented Reality 2008-09 2009-10 2010-11 14 Ongoing/Currently Use Planning to Use Not too Sure When 15 1 Note: Executions with 50% to 25% usage indicated by marketers, have been considered Secondary. Webchutney Digital Media Outlook 2009 Report Executions with 25% usage or below indicated by marketers, have been considered Tertiary. 2 Juxt India Mobile Report 2010
  10. 10. E-Commerce demands more attention % Spend Share of Mobile across Verticals 2009-10 Today, 9 out of 10 online Indians search for product information on the Internet. E-commerce has the ability to bring the much needed 'differentiation' that brands struggle to obtain in an over-crowded 21% 21% 21% and fiercely competitive market. Online consumers, who form a sizeable chunk of any brand's target audience with growth in Internet penetration across classes, have become a powerful 10% resource for such brands to influence brand image, visibility and 8% 7% 6% recall among their peer groups both online and offline. 3% 2% 1% The convenience associated with researching for products and purchasing them online cannot be replicated at a brick and mortar Pharma BFSI Consumer Service Real Estate Telecom Auto Lifestyle Goods Durable Goods Infra/Equip/Manufac IT/ITES/ Internet outlet. Next generation digital consumers are quick to realize the efficiency of a 'click and mortar' store. This 'disruption' in the traditional purchase model will only increase in the future with greater exposure to technology and the advent of m-commerce. In our conversation with marketers, 7 out 10 indicated they were not sure how soon they would include e-commerce in their SMS/Text based marketing has been the only predominant activity marketing strategy and only 20% marketers have utilized this undertaken in Mobile sans innovative and engaging made-for-mobile © 2010 Webchutney Studio Pvt. Ltd. All rights reserved. channel in 2009. interactions in 2009. App-vertising and location based advertising have garnered significant traction on engaging platforms like FourSquare, Gowalla globally, but lack of similar innovations and adoption by users in the Indian context has failed to convince marketers to subscribe to the hype created around this medium. Only a handful of marketers (25%) claim to increase spends on this medium next FY; majority (38%) claim to decrease spends or keep it same (38%). 16 17
  11. 11. Perception of Online: Just another These are some of the pertinent reasons why online remains at the fringe till date. Its ability to target selective audience accurately, poses 'Lead Generation' Medium? a great advantage over 'wastage' witnessed with other mediums but the number of marketers realizing this potential are few and far in In an attempt to understand what drives allocations of budgets to between. Their 'mass media' approach towards online has rendered it online based on marketers' perception and awareness of various just another tool to acquire leads, which may or may not deliver results attributes and strengths of the medium, we find a majority of sectors as effectively as offline channels. like FMCG, Durable Goods, Pharma and Infrastructure/ Manufacturing/Equipment investing online for its ability to 'generate leads' and being a relatively 'economical' medium. Only a handful of them like Automotive and Media/Publication/Entertainment engage in Marketing Objectives of Top 1000 Marketers online activities to spread 'brand awareness' and 'engage customers', while few sectors such BFSI and Consumer Services find value in Brand Awareness 'utilizing it in integrated marketing campaigns'. Increase Sales/Leads 1 .8 2 Increase Reach 3 Customer Engagement .6 BFSI Your brand utilizes the internet in integrated marketing campaigns 4 Consumer Services 5 Ability of the Internet to generate leads for your brand 6 Image Consolidation .4 Internet is an Economical Medium Product Differentiation Base:801 © 2010 Webchutney Studio Pvt. Ltd. All rights reserved. .2 FMCG Infrastructure/ Equipment/ Measurability of Return-on- Manufacturing investment on the internet Durable Goods .0 Pharma -.2 It is ironic that top 1000 marketers' usage of an interactive medium Reach of Internet in your target audience like online is minimal, whereas 'driving customer engagement' is a top -.4 Awareness of your brand on the internet marketing priority. If Internet is not the most engaging medium then which medium is? Atributes -.6 Ability of Internet to engage customers Auto -.8 Media/Publication/Entertainment -1.0 - 1.0 - .5 0.0 .5 1.0 1.5 Vertical 18 19 Note: The closer a vertical is to an attribute, the stronger it associaties with that attribute vis-a-vis other attributes.
  12. 12. Social Media, Augmented Reality, Secondary Executions Podcasts Fail to Live up to the Hype 100% 80% Although marketers were forthcoming in embracing Social Media in 60% 2009, certain degree of dissatisfaction with Social Media can be attributed to lack of awareness in metrics and optimum/appropriate 40% utilization of this medium. 20% Despite greater visibility of brands in the Telecom, FMCG and 0% Paid Keyword Search Inclusion SEO/SEM Paid Contextual Search/Listing Adverblogs Blogs Mobile Ads/Apps Ad Network Automotive sectors (to name a few) across social networking sites in particular, almost 2 out of the 5 marketers who engage in social media advertising express dissatisfaction with campaign results. Social Media seems to have become a popular 'fad', but marketers haven't really understood how to navigate and steer brand advocacy among online communities to their distinct advantage. Expressions Tertiary Executions such as 'Consumers are the new social currency' are afloat, but 100% haven't been absorbed at the heart of online campaigns to target 80% influencers who 'humanize' brand messages and build positive 60% experiences/brand image. 40% © 2010 Webchutney Studio Pvt. Ltd. All rights reserved. 20% Primary Executions 0% E-Commerce Referrals/ Viral Marketing Online Video Sponsorships Affiliates In-Game Branded Advertising Podcasts Virtual/ Augmented Reality App-vertising 100% 80% 60% Dissatisfied Neutral Satisfied 40% 20% It is obvious to note a high level of satisfaction with online executions where ad-spends are maximum notably with Website Development, 0% Display and Search, while maximum dissatisfaction is witnessed with Brand Promo Display EDM Display Rich/ Social Website Website Text/Static Interactive Media Tertiary Executions like Virtual/Augmented Reality, Podcasts, In-Game 20 Platforms Advertising, Branded Sponsorships and E-commerce which have not 21 Dissatisfied Neutral Satisfied been able to find a strong footing in online marketing efforts.
  13. 13. Marketers Need to Find Value Beyond Clicks CPM-Impressions 33% 67% 7 out of 10 marketers use impressions, clicks and page views, which are pro lead-generation to evaluate effectiveness of CPC/CTR/CPA-Clicks/ online marketing activities. If we dig deeper, the advantages of 30% 70% Conversions the medium over traditional media have become an impediment to its growth. Specifically, the innate advantage of its Page Views/ 'measurability' has been stretched to 'over-measurability' which 27% 73% Site Visits-Impressions reflects in the gap between marketers understanding of the medium versus its actual potential. Metrics such as Number of Leads clicks/views/impressions provide 'Quantitative' guidance only, 47% 53% Geerated-Conversion not a long term approach to 'Brand Building'. Reponse to Mail/User/ None of the marketers are looking at measuring consumer 54% 46% Inquiries-Conversion behaviour post exposure through other, equally important factors such as brand searches or view-through conversions Audience Measurement amongst control groups. While marketers have been bullish in 77% 23% System (Paid) promoting brand-awareness through social media, most attempts at measuring effectiveness of such campaigns Audience Measurement © 2010 Webchutney Studio Pvt. Ltd. All rights reserved. remain limited to the number of 'fans/likes' generated from the 80% 20% System (Free) group/page/community. Cross channel synergies require bespoke evaluation, and the measure of effectiveness of a social community also translates into impact on brand Share of Voice (SoV) 85% 15% credibility, its reputation, and number of recommendations/brand referrals which add equal depth in Reputation Metrics 84% 16% judging the 'engagement value' of this medium. for Social Media Not Analyzed/ 84% 16% Doesn’t Work No Yes 22 23
  14. 14. Effectiveness of Online vs. Traditional Media The pace at which digital marketing has evolved worldwide in just the last decade is evident in the rampant disruption caused in traditional marketing methods. How has the Indian advertising market responded to this change? When questioned about the relative effectiveness of online vis-a-vis traditional media in our discussion with decision makers who hold the power to drive this change, a few things emerged clearly. 53% marketers still believe online is 'Less Effective' in creating brand awareness compared to traditional media. Only 4 out of 10 marketers consider Online as an effective medium Digital in engaging customers. Which other medium do the rest 6/10 marketers consider for driving customer engagement effectively? Outlook 2010 28% consider it effective in generating leads while under-utilizing the medium as a lead-generation tool. Lack of awareness and poor understanding of interactive executions such as Social Media have © 2010 Webchutney Studio Pvt. Ltd. All rights reserved. triggered such mis-perceptions about this medium. Online scores as an effective medium only for obvious reasons such as driving traffic to a website and creating top-of-mind recall among users. It is ironic that marketers consider online less effective in generating leads which is the biggest reason driving its usage. This contradiction and ineffective utilization of online as a 'direct marketing tool' blinds marketer's perception and attitude towards it. 25
  15. 15. Positive Outlook for Digital in 2010 Effectiveness of With increase in overall ad spends to Rs 21,523 crore in 2010-11, Online vs. Traditional Media growth in online ad spends are expected to witness sustained momentum with 45% increase making it a Rs 876 crore worth .6 Creating brand awareness market. 51% marketers indicated increase in Online spends in Driving traffic to a website 2010-11 which is the highest among all mediums. .4 Less Effective Generating leads At the same time, the comparative spend share of mediums is expected to remain skewed towards offline in 2010-11 as well. .2 More Effective -.0 Creating top-of-mind recall Comparison of Ad-Spends by Driving traffic Delivering promotions to customers Type of Execution in 2008-09 vs. 2009-10 to a store 50% -.2 45% 41% Share 2008-09 39% 38% Share 2009-10 Attribute 34% © 2010 Webchutney Studio Pvt. Ltd. All rights reserved. -.4 Selling products or services offline Share 2010-11(E)* Engaging customers Increasing consideration/preference 23% About the Same 19% -.6 14% -.6 -.4 -.2 -.0 .2 .4 .6 .8 6% 7% 5% 6% 4% 5% Degree of Effectiveness 3% 4% 2% 0.6% 0.8% 0.4% TV Print BTI Outdoor Radio Online Mobile Note: The closer an attribute is to the degree of effectiveness, the stronger it associates with that degree of effectiveness While it is disappointing to note that only 3% marketers are increasing online spends due to its engagement value compared to other mediums, 26% look forward to increasing online spends for 26 its ability to reach target audience and 24% cite its ability to 27 increase brand awareness.
  16. 16. Cross Channel Synergies Reason for Increase in Online Spends will Provide Compelling Hooks for Brand Engagement Economical Medium 27% The need for brands to engage their audience online is more than Increase Reach ever before. It is time for marketers to discard the obscurity in their 26% blinkered perception of how online functions, and open their vision Increase Awareness to the rise of a new breed consumers online, who are discerning 24% brand advocates and yearn exposure to cutting-edge, breakthrough Increase Awareness 11% viral engagement. Lead Generation/Sales 8% Marketers who remain oblivious to this change in consumer 3% Other Reasons behaviour will be left far behind, while those who accept this change will need to stay ahead of new technologies and trends that will Engagement constantly transform how audiences connect, consume and engage with brands. Future digital generations will become less sensitive to staid, interruptive marketing messages and will demand what they want at the click of a mouse. % Response to Spend Allocation in 2010-11 Meeting those demands will not be the prerogative of any one © 2010 Webchutney Studio Pvt. Ltd. All rights reserved. medium in isolation, but will require strategic planning of synergies Increase Same Decrease drawn across channels. Online plays a vital role connecting brands to their consumers' social repertoires where they create a world of 32% 24% 29% 30% 22% 47% 41% 41% 40% 39% 38% convenience, drive community sharing and immerse themselves 25% whole-heartedly in creating and exchanging relevant 44% 44% 40% 54% 40% 38% 36% 44% 44% 46% content/knowledge. 51% 24% 18% 19% 27% 30% 25% 25% 14% 16% 15% What this means for brands is an equal representation of media Other/Emerging Media Events/ Exhibition Newsletters/ Other Publications Online Mobile Marketing Radio PR Outdoor Print Direct Marketing TV that best suit the nature of their message, and extend the value of that message beyond typical direct marketing executions. Marketers must take stock of the rapid change that technology and content serving platforms are bringing into the lives of their consumers, and give them something meaningful to think about or act on by inviting them to participate and build unique experiences 28 for them to become self-serving brand evangelists. 29
  17. 17. Methodology In 2009, Online witnessed a surge in growth worldwide as a result of the recession. This year, we decided to expand the scope of our study and identify the impact of global trends on marketers in India, if any, and therefore spoke to double the number of decision-makers and influencers vis-a-vis last year. The 2010 Digital Media Outlook presents opinions and views of Chief Marketing Officers and Marketing Heads of India's Top 1000 advertisers. We spoke to decision makers across 13 verticals pan India, and conducted in-depth face-to-face interviews. The primary objective of the report was to study the nature of allocation of ad-spends by top marketers across © 2010 Webchutney Studio Pvt. Ltd. All rights reserved. various mediums. In the process we also analyzed the reason/rationale that drives these allocations, specifically towards online. As we dug deeper, we also faced their current understanding of the medium, whether marketers have kept pace with digital trends that influence their consumers and their overall usage, attitude, perception and satisfaction with the Internet. 30