The Marketing Communication Conundrum
This is a Guest Post on Marketing Communication by advertising Creative Director, Manoj Jacob
It’s not the easiest time to be a marketer in India today. While consumers are heading online in droves for everything they need, traditional advertising agencies have just not been able to keep up. They continue to channel efforts into print, TV and outdoor. All still very relevant in India, where digital penetration is a small fraction of its population.
The point however to note here is that this small fraction is no longer an insignificant one. It is growing, and at a faster rate than ever before with smart phones and 3G multiplying the rate at which the internet is getting into people’s lives.
The boom in e-commerce has finally convinced marketers across categories that an online presence is no longer an option. And if the traditional advertising agency is still lumbering its way into digital space, where do marketers go?
The digital agency of course. Wonderful. So we have all ends covered then. Well, not quite.
Most digital agencies, while being wizards at all things to do with technology, fall short in a couple of critical areas – communication strategy and creative ability.
But that’s only to be expected. The Indian ad industry has been around for close to 70 years, while the digilantes are yet to reach double figures.
In an ideal world, the two would join forces and all would be well. However, that doesn’t look very likely, so we’ll simply leave the outcome to evolution.
Give it a thought. We didn’t set up a separate agency when television made its entry. Why then for the Internet?
Of course, there will be more than a few smart cookies who understand the situation, see the opportunity and grab it with both hands. A one-stop shop is not a new or revolutionary idea. It’s a very obvious solution, even nibbling at your butt for attention.
Unfortunately short sightedness isn’t always a condition that can be cured by a visit to the optometrist.
Manoj Jacob is Executive Creative Director of Contract Advertising, Bangalore. He has over a decade and a half in the business and has worked on a diverse portfolio of brands from shampoos to computers and automobiles to airlines.