Comments on: The New Digital India http://www.telecomcircle.com/2009/02/the-new-digital-india/ Telecom Circle analyses the latest trends and services within the Wireless and Internet space. Fri, 03 Feb 2012 20:56:32 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Saurabh Pandey http://www.telecomcircle.com/2009/02/the-new-digital-india/comment-page-1/#comment-131 Saurabh Pandey Sat, 14 Mar 2009 04:31:53 +0000 http://www.telecomcircle.com/?p=258#comment-131 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 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

]]> By: Deepak Taneja http://www.telecomcircle.com/2009/02/the-new-digital-india/comment-page-1/#comment-49 Deepak Taneja Sat, 28 Feb 2009 06:38:42 +0000 http://www.telecomcircle.com/?p=258#comment-49 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. 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.

]]> By: SVN Arvind http://www.telecomcircle.com/2009/02/the-new-digital-india/comment-page-1/#comment-42 SVN Arvind Fri, 27 Feb 2009 10:24:52 +0000 http://www.telecomcircle.com/?p=258#comment-42 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. 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.

]]> By: RK http://www.telecomcircle.com/2009/02/the-new-digital-india/comment-page-1/#comment-39 RK Thu, 26 Feb 2009 11:42:24 +0000 http://www.telecomcircle.com/?p=258#comment-39 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. 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.

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