Convergence Between New
Media - Why New Media Advertising
Continued From Convergence Between New Media
WHY NEW MEDIA ADVERTISING?
• The small Indian cities like Lucknow have
good local brands which also attract people from all over the world e.g.
Sewa chikan, Tunde, Parag Dairy etc. Another local brand like Jashn are
respected for the unique woman wear they sell to their customers. The
fabrics have been thoughtfully chosen to ensure maximum comfort, and
subtle touches of embroidery and embellishment add that extra sparkle
that's just perfect to help you leave your personal signature in the
crowd. And with film stars like Celina Jaitley as their brand ambassador
their advertising budget cannot be underestimated.
The local brands in Lucknow make money equal
to many MNC brands present in the city. They have a loyal group of
customers and also they have brought big shops in malls. However the local
brands use the traditional method of advertising and do not use the new
media devices; because of this they are not able to tap the benefits
fully. They should be informed of the significant benefits of new media
advertising which will help them to serve a large group of customers all
over the world and minimize their advertising budgets.
By 2010, the Internet ad market (globally)
will be worth almost $61bn, compared with the magazine market at around
$60.5bn (29.3bn) (source Business India) Online advertising is slated to
rise by 3.1 per cent in the financial year 2008-09 and by 7.1 per cent in
the financial year 2010-11.(source Business India)
Bluetooth or Proximity
Advertising Solutions
Another new media advertising used in North
India is Bluetooth or Proximity advertising. All that people need to do is
to switch on the Bluetooth option on their handsets and they get the
announcements and promotions pushed to their handset which they can
further download if they like.
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This has proved good advertising medium in
the below mentioned category
• Movie Theater Complexes
• Pubs and Bars
• Retail locations
• Banks
• Restaurants
There are very few mass media avenues
available for local advertisers in India today with the exception of
Print. We believe there will be tremendous equity value creation in this
space in the near-term.
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The new media tools should be used by
local advertisers as
74% of the urban teenagers have cell phones
81% of the urban teenage use computers.
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It is the “internet era”. In the
new-media era, audiences will occasionally be large, but often small, and
usually tiny. Instead of a few large capital-rich media giants competing
with one another for these audiences, it will be small firms and
individuals competing or, more often, collaborating. It is time now for
the local Indian market to expand and take on the growing MNCs in India by
using technology which is both affordable and easy.
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The global image of India is that of an
upcoming and progressive nation. India should educate the masses about new
media technology if its hope of becoming the global knowledge superpower
is to become a reality. A series of ambitious economic reforms aimed at
deregulating the country and stimulating foreign investment has moved
India firmly into the front ranks of the rapidly growing Asia Pacific
region and unleashed the latent strengths of a complex and rapidly
changing nation.
Today, India is one of the most exciting
emerging markets in the world. Skilled managerial and technical manpower
that match the best available in the world and a middle class provide
India with a distinct cutting edge in global competition. India is now
riding on the wave of a gigantic boom in computer driven new economy. With
improvements in the technical and artistic aspects India can well give a
stiff competition to western productions. Indian culture is influencing
the western world in dress, food and festivals.
The Indian Diaspora is increasing in
economic prosperity and status. India has a promising future, given the
unprecedented growth in economy. The 21st century could well belong to
India if it fully utilize its resources and expertise i.e. the resources
of manpower and local brands to name some.
Contributed By : ERAM
HASAN is an M.A
mass communication and journalism from Alagappa University 2008, Bachelors
in Arts from Lucknow University in 2002. P.G. diploma in Advertising and
Marketing from Amity School Of Communication, Noida. Working for 4 ½ years
as Lecturer for Advertising, brand, Event Management with Amity School of
Communication lko.
eramq@rediffmail.com
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