Director Marketing, Gionee India
On numbers & the media plan: Agencies show you two kinds of numbers - either the numbers of their track record in case it is good, and if it is not great, they show the future landscape – Internet penetration, telephony, data, etc. But when we sit as an investor in media, we are slightly confused with those numbers and the allocation of spends across mediums. Because, you don’t want to spread yourself too thin and also want a good return on your investment. On parking money on digital: Parking money on traditional media is straightforward. But in digital, since it is still evolving, it is difficult to allocate your spends. There are certain smaller buckets in the new age mediums that have evolved. It becomes difficult for a marketer to park money on 3-4 platforms. New platforms keep emerging and by the time you plan something, a newer platform emerges. Once this medium matures over a period of time, things should be a lot easier.