The digital world has transformed and is taking the biggest share in the pie of marketing today.

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Goa, April 4 The delayed beginning to the first day of the Goafest, rather than upsetting people gave them an excuse to enjoy water sports and frolic in the sun. In between parasailing and water skiing, they found time to listen to the three speakers lined up for the day. The fest was inaugurated by the Chief Minister of Goa, Mr Digambar Kamath, and followed by interesting sessions where the speakers smeared their presentations with interesting world class advertisements.

The one point on which all of them were in consensus, was the rising popularity and choice of the Internet for marketing and communications worldwide.

The Internet is becoming the focal point of advertising campaigns across the world, with the traditional media taking a back seat, they said.

“The Internet has become the core medium for communication and allows for direct feedback from consumers. In fact, it is the only medium with a high accountability factor to say,” said Mr Kevin Swanepoel, President, The One Club.

“The traditional industry in the US is hanging together by bandage and scotch tape. Money is pouring into the Internet, away from traditional media like television,” said Mr Scott Goodson, Founder and Chief Executive Officer, Strawberryfrog. The New York agency was able to sell out Microsoft’s accounting software in three months flat via the Internet, after it had no sales despite millions of dollars spent on print campaigns, he said.

The digital world has transformed and is taking the biggest share in the pie of marketing today. Strawberryfrog’s 70 per cent revenue comes through online marketing, while 25 per comes from television and the rest from print. Going forward, Mr Goodson sees the share of online communications increasing for the agency.

Transformation in India

“India is on the verge of transformation, and the tipping point is that the people here are ready to embrace digital technology and communicate through it,” said Mr Jon Wilkins, Group Founding Partner, Naked. He added that the very fact that Indians were ‘upy’ about their growth and easily used the online medium for communication was an encouraging factor for people like him to come to India and set up shop. Currently, he is in the country to scout for people to head his office, which might be either in Delhi or Mumbai. “We would like to get somebody with an entrepreneurial spirit, and not necessarily from the communications background. If I am able to have 20 people in two years time, I will be happy as we are not interested in being a big company, but focus on being a powerful one,” he said.

(This article was published in the Business Line print edition dated April 5, 2008)
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