toto`s

How to help Transparency in being more Transparent in Digital? The Digital Geek: We should add media transparency tools, viewability, ad serving, etc and track the success of our campaigns! Our KPIs and Metrics are all over the place. The creative are just adapts from print or outdoor. We should invest in exclusive digital creatives The Boss: How much will it cost for the transparency thingy? The Digital Geek: about 2-3% of our campaign budget, and so in this case, INR 35,000 The Boss: Can’t waste that much son, let’s add this money into our INR 800,000 of cool VR Campaign that will drive PR for a month. The Digital Geek: #FML , #Facepalm (PS: Digital Marketing still works this way in 2017!) The funny situation or irony is that media agencies are being quick to deny that there is any media transparency problem, but the fact is that there has always been a transparency problem in regards to buying and / or planning media The other issue is that the growth of di...

The digital ecosystem is HUGE. We keep hearing or reading terms right from social media, email marketing, mobile marketing, display ads, videos, content marketing, search, online reputation management, seo, ppc and online brand building to name a few. Everyone wants to be in digital, but a lot of newbies don't know or understand what do they want to do. So here is a quick summary of what getting into digital means. There are a lot of images, charts and notes on digital marketing ecosystem. The simplest one being POE - Paid, Owned and Earned. Paid covers advertising, Owned covers assets built by the brand / person to showcase skills, services, achievements, information, etc.  Earned covers what people, critics, customers or any other entity writes or discusses about the brand or person. Now, to ensure these three work, there are a million tools, technologies, agencies, apps, ad networks, publishing houses, thought leaders and people who work tirelessly trying to put ...

Social Media: Videos on YouTube, Updates on Twitter, Sharing on Facebook, Networking on LinkedIn, Trying out Google+, Publishing on Blogger/Wordpress, Checking in through Foursquare, Chatting on Skype, Building Fan Pages, Spreading Brand Messages, and Interacting every bit of our time through the Digital Media.  Where is the real Life, our tangible world, family members, the neighbours, our friends, the sweetheart staying next to the locality, the food across the street, the parties by colleagues, birthday celebration of little niece, and funeral of an Old man. Are we too busy exploring this medium that we don't really have a Real Social Life? Most of our needs are fulfilled by social media. Chatting with friends, keeping in touch with family, friends, relatives, classmates, old acquaintances, and the rest of the world. Then why bother about the Real Social Life? We see products in a store, we can hold them, feel them, smell them, and taste them. But when we shop online, we can buy...

Return on Investment! Returns.. Returns.. More returns..!! In our social life (offline) we have always interacted with people, spent time with like minded individuals, and maintained selfless relations. But, online world is a different ball game. We interact, mingle, network, and follow people with two motives: Returns, and Referrals!  A follower, friend, acquaintance, or a like-minded profile needs to be cared about, tolerated, conversed with, flattered, and greeted by automated responses until he/she adds value to this concept of RoI. On the other hand, we have people and profiles who would take the same actions, but, for a greater cause, i.e. Relationship building. A simple Hi, Hello, or Nice talking to you makes no harm. An automated response does. It is painful to follow or invite a well-known/knowledgeable person and get an inhuman/ impersonated reply. We still follow the profile, but I am unsure of the value created in such a relation, and the Return He/She would get in suc...