Choose what you can!

‘Banner Advertising’ most prominently, has become the most developed channel on the internet today. But doubts persist considering even its effectiveness as Gaurav of G2 proclaims, “In India, banner advertisements are the most popular, which I think is not very effective. Newer forms of online advertising like ‘search engine optimisation’ and ‘social media optimisation’ are still to be explored in India. These are much effective than banner advertising.” Apart from this, ‘search marketing’ or Pay Per Click (PPC) is another model followed by companies. However, there are also chances of the clicks made on your ads being false, so that you end up paying even more – yet another flaw! Apart from this, Indian advertisers also follow simpler channels like ‘e-mail’ and ‘affiliate marketing’. Though e-mail marketing hasn’t worked wonders, affiliate marketing (where an advertiser pays the websites according to the response generated) has actually benefited companies. Well, whatever might be the business methodology adopted by online advertisers, the basic problems of low penetration, less awareness & dominance of the traditional media are factors stunting the growth of online advertisement industry in India.

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Source : IIPM Editorial, 2008

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