MAM
Digital the silver lining amid dark ad clouds
MUMBAI: As the industry braces itself for the impending slowdown, there might actually be a sector that is preparing to manage an increased workflow. Digital marketing is expected to maintain its pace or even speed up this year as advertisers look to scale back spends on expensive mediums like print and hoardings.
Experts say there will be no major deviation from Mindshare‘s early year forecast that digital would grow at 30 per cent in 2012, in the same rate as the earlier year.
Maxus, part of WPP group, agrees that digital will not see any specific slowdown this year. “It should grow at 30-31 per cent from the first part of the year trends,” says Maxus South Asia head of digital Unny Radhakrishnan.
In fact, insurance companies like HDFC are looking at increasing their digital spends this year.
Says HDFC Life EVP marketing and direct channels Sanjay Tripathy, “I only see the spends going up because the
whole media pie has been asymmetric all this while. If you look at the reach frequency formula and compare it to TV, print, radio and then digital, you will agree with me. There are more people spending time on digital in comparison to other traditional media touchpoints. I only see the digital percentage increasing in the overall pie.”
With India‘s economy slowing and the bottom line of companies coming under pressure, advertising spends are bound to become increasingly result oriented. This is where digital scores over its media counterparts as it allows for more targeted marketing and better measurable RoI.
Says Brandlogist CEO Saurabh Parmar, “Digital offers clients an ease in measuring RoI and helps target a wider demographic. What is more important is that digital offers an economic advertising to the small and medium-sized businesses that aspire to advertise among the masses but do not have the budgets of TV and print.”
As consumers tighten up their purse strings, they would want to carry out detailed research as well before they arrive at a purchase making decision. The Internet is becoming the research tool of choice for several consumers, offering brands the opportunity to become more visible and interactive.
In the wake of such trends, Parmar feels that the percentage of ad spends dedicated to digital will see a spurt to 11 per cent in 2012, up from 3-5 per cent last year.
While building brands take a backseat in times of slowdown, it is an exercise that can‘t also be neglected.
Admits Mindshare principal partner Jai Lala, “Digital, specifically social media, offers brands a platform to interact with its customers.
This serves a two-pronged benefit of getting feedback and enhancing the brand image by being responsive and interactive. This is one of the main reasons why digital is growing so rapidly.”
Also Read:
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Signals are for a mild ad slowdown: Mindshare‘s Lala
Slowdown to impact outdoor advertising
MAM
BLS International launches #VisaReady campaign to guide applicants
Initiative targets visa myths, delays and rejections with practical guidance
MUMBAI: Visa woes may soon meet their match because paperwork, it seems, is finally getting a user manual. BLS International has rolled out a new awareness drive, #VisaReadyWithBLSInternational, aimed at simplifying the often confusing visa application process and reducing delays caused by misinformation and incomplete documentation. The campaign, led across social media platforms, zeroes in on a long-standing pain point for travellers: lack of clarity around procedures, timelines and requirements. By offering step-by-step guidance, documentation checklists and clear Dos and Don’ts, the initiative attempts to turn what is typically a stressful process into a more predictable one.
At its core, the campaign also seeks to bust common myths that frequently derail applications issues that often lead to avoidable rejections or last-minute complications. The idea is to equip applicants with practical, actionable insights so they can plan better and submit stronger applications within expected timelines.
The push will not remain limited to digital channels. BLS International plans to extend the initiative across its Visa Application Centres globally, reinforcing awareness at key touchpoints where applicants engage with the process.
BLS International joint managing director Shikhar Aggarwal framed the campaign as more than a communication exercise, emphasising the company’s attempt to embed guidance and preparedness into every stage of the applicant journey.
Operating in over 70 countries and working with more than 46 client governments including embassies, consulates and diplomatic missions, the company has built a sizeable footprint in visa and consular services. With this campaign, it is now leaning into education as much as execution, signalling that in the world of visas, clarity might just be the new currency.
