Higgledy-piggledy nature of the industry

However, he primarily condemns the higgledy-piggledy nature of the industry for the debacle of online advertisement industry, “In India, about 70% of the dotcoms launched are never updated. Out of the rest 30%, only 5% websites are the ones which are regularly updated (and that too once in a week)!” So, while online portals like Naukri, 99acres and Jeevansathi together spend about Rs.10 crores in online advertisements (becoming one of the biggest online advertisers), there are others like eBay (Rs.9 crores), Monster.com & Jeevansaathi (Rs.6.5 crores each), Google (Rs.5.7 crores) and Yahoo (approx. Rs.3 crores), which also spend a mighty amount in advertisements, targeting their net-savvy users. Then there are IT giants, which sensibly spend heavily on online advertisements, as in their case, the target audiences are usually the prospective employees who flock the internet. However, it’s not just the IT businesses that anchor their hopes to online advertising. As a bird’s eye view of the sectoral spending on online advertisement in India reveals, apart from these technology companies and web portals, financial services companies surprisingly have started using the internet as an effective medium for advertisement.


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Source : IIPM Editorial, 2008

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