The New Digital India
Barack Obama’s successful digital strategy has inspired many political parties and leaders across the world to adapt to the new age marketing medium the Digital. For starters our very own BJP has launched a digital initiative for projecting LK Advani as the visionary for masses. Well if grapevine was to be believed it is an initiative to drive popularity of Mr. Advani over his party adversaries, but what is important to note is that this popularity count is based on feedback from digital audience. But I must add here that this is a well integrated campaign.
Political parties/campaigns have been traditionally been one of the biggest contributors for advertising/media spends, in an election year one of national parties adopting a Digital Approach should be encouraging for digital marketers
BJPs digital offensive comes as India prepares for a general election that promises to be different in two very significant ways: it will be the first time that as much as 40% of the electorate will be first-time voters—young people who have just crossed the voting age of 18; and it will the first time in the country’s independent history that the urban areas have a representation in the Lok Sabha that is proportionate to their population (the country’s rural areas have usually enjoyed more representation). The former segment would be the one which will be open to be engaged through Digital, as more than 50% of Internet population in India is the traditional youth segment. And the player who would be the first to influence this segment will have the first mover’s advantage. We just saw a brief preview of this effect in Delhi elections where a broad minded congress leader won an election by its appeal to younger audience.
Today we stand at an Internet population of 42 million which is just about 3.5% of Indian Population, but a set of citizens who are at the fore of all adopting newer ways of living is a substantially big population to shift the vote gain for any political party. 2004 the vote gains and loss for coalition partners were in the bracket of 3-4% and with no different electoral promises they remain in the same margin now. If somebody can influence the mindset of this audience the victory would become that much more closer. And as these polls come in the wake of the historic US election where an online strategy was a key part of Barack Obama’s successful presidential campaign, it will just add fuel to the fire to influence fortunes of political parties.
What’s the silver lining for digital marketers like me is that these would legitimize the much ignored marketing medium! Finally if the marketers sitting in pristine FMCG/Consumer Durable companies realize that if Digital can influence the governance partners in the world largest democracy, they would certainly believe in the selling capability of digital media for the commoditized products.
As I end always “The game has just begun” and thumbs up to Mr. Advani for taking a lead in adopting the new age media.
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It is interesting perspective that elections can be a paradigm equivalent to selling of commodities/brands or vice versa. Buy-in. Buy-in to an ideology. Buy-in to a brand.
Two questions here…
1. Does digital help in the act of selling or it is an of buy in to a concept of ideology/philosophy?
2. If it is an act of selling, can it be an alternate for brick structure for any product or is limited to a kind of products? And if it is an act of buy-in with actual selling a different set of actions, are brands using the media properly?
My take is brands get muddled between the two aspects and gain nothing.
Since you work in that domain with experience across various brands, i assume, in this space, I would be interested to know you POV on it.
RK, Buying a brand passes through the funnel where in one buys into ideology/phhilosophy/USP etc etc. Hence its really not possible to buy something unless and until you want to. The stages of influencing the consumer may vary.
Contrary to the belief that Digital works best in the direct buying action of the consumers I believe Digital can typically take part in the entire AIDA (Awareness, Interest, Desire and Action) process for any brand. The level of push dfor each stages may vary at this point. Marketers need to develop strong belief in the medium.
Imagine the era of 1995-96 in India when the belief on TV was similar that of Digital today. Today there are several marketers who are very willing to drop print in lieu of TV efficiencies. Lets face the fact that Digital today is the only One on One medium. Unlike other medium where brand go after consumers on Digital consumers come looking for them. Hence what would be a better medium to impact the consumers! Digital really cannot be categorized for certain set of products.
As regards current trends the fact is action follows adoption for any category. Digital is no different. Digital is in the adoption phase today. Therefore if you critically see what really sells on digital today is where the offering is standard and price deviation is minimal. Take travel eg: IRCTC or any other online purchased product. With growing commodotisation wouldn’t the standardization become a norm. I guess that would play a critical role apart from other factors such as convenience etc to help Digital replace the brick and mortar model for anything available in the market.
Good article and this is possibly just the start of a trend. I see the digital medium as an opportunity for the political class to customize their messages for different sections of this heterogeneous country. It can also be used for spreading their broad ideology and sharing the vision. But will it translate into votes? Most likley not.
We are still far behind US in terms of internet penetration and it would be wrong to expect the same impact like that of the Obama campaign in the short term. Also, the online campaign even in US was just another medium used by Obama’s team and he would have won even without it.
Well said Deepak. I agree with you that lkadvani.in is a decent initiative. I have created a presentation on Digital Indian Elections, and have put it for free download at http://www.atomthought.com
This presentation has been massively read and acclaimed and has also been referred to in the ‘Big Story’ at Indipepal.com.
Your readers may want to view and comment on the same . I hope they find it useful
thanks
Saurabh