Online advertising

But unlike the hopefuls, it didn’t pin much ‘hope’ on the same – K.V. Sridhar of Leo Burnett confirmed to 4Ps B&M, “Although Maruti did put in a significant amount in online advertising, yet, when compared to its advertisement spend on other mediums, it is still ‘very’ small...” So while Maruti did opt for investing in online advertisement, did it realise later that even the small investment made in the same didn’t reap ‘payback’ benefits? Well, it’s not just marketers at Maruti, but even many other titans that are lured to investing (and huge sums at that) in this much hyped medium of online advertisement, only to be left with a bad taste. Not good news for pundits who’d swear by the internet technology, but that’s the way it is, just as Titus Upputuru, Creative Director, O&M, opines to us, “Not many marketers are taking online advertisements seriously. It is at a nascent stage and is suffering from a ‘bhi’ (‘Achcha kuch online bhi soch lo’) syndrome!” And all along, you’ve been thinking that ‘online advertising’ actually helps! Right?!

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative