We are witnessing a world of which is getting increasingly fragmented. We have moved from an era of mass marketing where Henry Ford could sell as many black Model Ts as he wanted, to an era where mass customization and micro-segmentation where every marketer wants to be able to address needs of individual customers. Though not many have been able to reach the magic formula of being able to serve the individual customer profitably. If we were to look at one area where there has been a tremendous fragmentation, it is the traditional mass media, specially TV channels. Close to a decade back we just had one channel Doordarshan, and as a marketer if you wanted to reach the consumers across the country and you had put your ad in Chitrahaar then your job is done, you would have reached your target customers and media planning was a very nice and an easy job.
But today...........to quote from a recent news item "An astounding 200 channels have hit the air since 2000, taking the total number to 326. (There were only six in 1991, when the satellite TV had entered India’s orbit, and 48 till 1996.)" This proliferation of channels has added an estimated 48,000 minutes of new advertising time every day converting this into 10-second spots, that’s 288,000 new spots a day. Now lets imagine the life of a media planner in this situation, with each of these channels attracting a smaller and smaller group of consumers, making reaching them more complex and costly. Though if one were able to get the exact data on the viewer ship maybe we could manage to reach them more effectively. Some time back I had read that Google wanted to integrate its google maps, Wi-fi and ads. It wanted to target individual consumers who were browsing the net
in a given area, to be targeted with specific ads for that locality and link it to their search. For example if one were browsing the internet sitting in a CCD in MG Road in Bangalore then through google would be able to target ads of the nearest shopping mall or announce the special price menu in a nearby restaurant or announce the happy hours of the nearest pub....
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We are witnessing a world of which is getting increasingly fragmented. We have moved from an era of mass marketing where Henry Ford could sell as many black Model Ts as he wanted, to an era where mass customization and micro-segmentation where every marketer wants to be able to address needs of individual customers. Though not many have been able to reach the magic formula of being able to serve the individual customer profitably. If we were to look at one area where there has been a tremendous fragmentation, it is the traditional mass media, specially TV channels. Close to a decade back we just had one channel Doordarshan, and as a marketer if you wanted to reach the consumers across the country and you had put your ad in Chitrahaar then your job is done, you would have reached your target customers and media planning was a very nice and an easy job.
But today...........to quote from a recent news item "An astounding 200 channels have hit the air since 2000, taking the total number to 326. (There were only six in 1991, when the satellite TV had entered India’s orbit, and 48 till 1996.)" This proliferation of channels has added an estimated 48,000 minutes of new advertising time every day converting this into 10-second spots, that’s 288,000 new spots a day. Now lets imagine the life of a media planner in this situation, with each of these channels attracting a smaller and smaller group of consumers, making reaching them more complex and costly. Though if one were able to get the exact data on the viewer ship maybe we could manage to reach them more effectively. Some time back I had read that Google wanted to integrate its google maps, Wi-fi and ads. It wanted to target individual consumers who were browsing the net
in a given area, to be targeted with specific ads for that locality and link it to their search. For example if one were browsing the internet sitting in a CCD in MG Road in Bangalore then through google would be able to target ads of the nearest shopping mall or announce the special price menu in a nearby restaurant or announce the happy hours of the nearest pub....
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