Whitepaper: A Different Approach to Digital Branding

100 Million Indians are online according to latest estimates by Google (April 2011). As compared to conventional media like TV and Newspaper that get 23 and 26% of a consumer’s waking time every week, Internet dominates with 30% of weekly audience time.

Why is it then, that the amount of brand and marketing budget being spent on Digital is still inversely proportionate to the reach and amount of usage of this medium in India?

We believe there are two key reasons for this disparity.

• Marketers have developed a preconceived assumption that the Internet cannot be used to build brands and is only effective for generating leads and actions

• Marketers that have attempted to build brands online, have replicated conventional brand building approach online and failed, thus re-enforcing the first assumption

Digital and Conventional Media are inherently very different in nature and structure as well as in the manner in which consumers and audiences ‘interact’ or consume the media. The comparison between Conventional and Digital Media is not to reinforce the superiority of one over the other, but to highlight the distinctions and understand why they demand a different approach to brand building.

Through this paper,iProspect - Communicate 2 attempts to break the marketing myth that Digital Media is not effective for Brand Building, and introduce different approach adapted to digital, to effectively build your brand online.

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