Di­rec­tor Mar­ket­ing, Gionee In­dia

Impact - - FEATURE -

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.

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