  Email This  Print This  Comments  RSS |
MUMBAI, INDIA: Today, online advertisements and campaigns are gaining an increased acceptance. More and more businesses are now embracing online marketing as a potential way to tap the market as high cost of off-line branding and marketing going up without proper measurability.
While most businesses are testing and experimenting with online marketing, success hasn't been achieved by all. That's the word of caution for businesses. Recently, iProperty.com India formerly known as RealAcres.com - India's leading online real estate portal, had announced that its revenue grew up significantly with Pay for Performance (PFP) model. This funded company of Horizon InfoVentures Pvt. Ltd., member of Australian stock exchange listed IPGA Limited witnessed rise of 70 per cent growth in its second quarter and also expects further rise in third quarter. Using the PFP model that includes Pay per Lead (PPL) and Pay per Potential (PPP), the portal maximized it reach to reality developers and property buyers. According to iProperty India's director and chief operating officer Murali Ram Krishnan, Internet is the only measurable media today. "As the slowdown brought down the high cost promotions and advertisements in print and outdoor media, the online marketing came at slight lesser cost but with measurability," Krishnan told CyberMedia News. "In PPL, the developer pays only for direct buyer enquiries, while in PPP, the developer pay for matchable leads of buyers via buyer's database," he added. Also, reckoned that today, the builders and realtors are very cautious about spends. So how did the portal pushed its business at the time of sluggish business period? According to Krishnan, the company's in-house IT team has developed special on-line tracking tools, which are based on web analytics. "We optimize our campaigns and always try to generate Non- Residential Indian (NRI) leads as it offer more chance of closing deals in short time," he noted. However, online marketing and brand promotions aren't a new phenomenon as it existed now for over a decade or so. Going back to word of caution, the factors of failures for businesses taking the online route are many and at times the advertisers face the heat. According to Tribal DDB India's national marketing head Uma Sivakumar, the PPL or the Cost per Lead (CPL) models are attractive to businesses but are very complex in nature. Tribal DDB India is an interactive ad agency, partnered by Mudra Communications. "It involves clear strategy and planning in terms of brand promotion, potential market, target audience, campaigns' duration, lead generation process via simple online forms and registrations, apart from selecting right kind of sites for running ads campaigns," Sivakumar stressed. Giving the example of car for business class, she pointed that you can't promote cars for the executives in the Internet chat rooms, where majority audience is youth and whose personal interest and motives are different. "In doing so, there's high risk that the generated leads will fail to give business or desired results. Also, companies or clients don't share the feedbacks of generated leads. If they do then it helps the advertisers in making the campaigns more effective. And, only, then can a cycle of online marketing towards generating business can get completed," she concluded.©CyberMedia News
No comments:
Post a Comment