Current Media usage habits of the Indian audiences

sunandaC

New member
Current Media usage habits of the Indian audiences

TV, print and cinema have penetrated the most. Internet in the media terms is expected to make an impact and show its true caliber, but is yet not taken as a serious medium.

Does that mean that Internet is not an effective tool for reaching out to people? Or is it likely to work very well under certain conditions?

To understand this better, let us compare Internet and other traditional media, first from the customer’s point of view. Current media options serve two broad benefits to the customer:
1. Information

2. Entertainment

The reach or popularity of any media is related to

1. The extent of benefits perceived to be delivered

2. The cost of acquisition of the media itself

In short, the reach is related to the net value perceived by the customer about that particular medium.
On the basis of the above clarification, Internet appears to have a comparatively higher cost of acquisition. However, Internet has brought with it a very high degree of control to the media user. Not only are there a plethora of sites catering to every imaginable need, there is also a high degree of flexibility in what the user is able to do. All of this makes Internet a highly interactive media but also an expensive one.
If the internet is treated and used exactly like any other medium, it is unlikely to yield major benefits to the marketer. Its effectiveness is dependent not only on the target audience one is talking to, but also largely on the ability of the marketer to make use of the real advantages of the Net like interactivity, flexibility, ability to monitor and the like.


Next, one can also evaluate Internet as a media from the marketers’ point of view by way of a similar classification. If evaluation as per the above classification is done, the Internet does not appear to be a very advantageous option either in terms of reach or in terms of cost-effectiveness. But Internet has various other advantages over the traditional media which cannot be neglected. These stem mainly from the ability of this medium to allow a far more focused targeting as compared to other media.


To quickly summarize the advantages of the Internet as seen from the point of view of the user as well as the marketer:

To the user:

Internet gives more control in choosing content. It offers customization of the content, the way the user wants to view it. It offers a variety of options for information and entertainment. It offers a wide range to choose from for the user.

It offers tremendous convenience to the user not only in delivery of information, but also in allowing him to transact — often in a seamless manner.

The best example of giving control of content is the My Yahoo !! service offered by the Internet giant, Yahoo Inc. It gives the user the choice of content for various topics ranging from news to stock options to entertainment to sports and just about everything.
To the marketer:

The Internet offers several options to a marketer trying to target a particular community
It serves not only as a channel of information, but also of product distribution

It offers a highly interactive medium that sometimes (e.g. chats, forums, VoIP) is almost equal to one-to-one interaction with the audience.

It offers a higher level of identification of the user to the marketer.
It allows the marketer to actually link his spends to action, and pay only on action
This action could be a click on the banner or even product purchased or just a banner impression or per 1000 impressions. In this ability Internet is, in fact, unlike any other media.
Given the payment options and high interactivity, the Internet offers a medium for high level of experimentation at a low cost.


E.g. one can change the whole look of the advertisement within hours and increase the effectiveness of the communication on the Internet. Imagine doing the same with a television advertisement. Therefore, though the Internet with its present limitations may not be able to match other media in actually reaching out to large numbers of people, the benefits of this highly customizable and interactive medium can be used effectively to target niche audiences.


This can be elaborated a little more by answering the following questions:
1. Who are the people who can be reached through the Internet?
2. Which are the products that can possibly benefit from marketing on the Internet?
3. What are the options available to the marketer to reach out more effectively to their audiences?
4. Are there ways for monitoring effectiveness of this medium in order to control it better?
 

rosemarry2

MP Guru
Current Media usage habits of the Indian audiences

TV, print and cinema have penetrated the most. Internet in the media terms is expected to make an impact and show its true caliber, but is yet not taken as a serious medium.

Does that mean that Internet is not an effective tool for reaching out to people? Or is it likely to work very well under certain conditions?

To understand this better, let us compare Internet and other traditional media, first from the customer’s point of view. Current media options serve two broad benefits to the customer:
1. Information

2. Entertainment

The reach or popularity of any media is related to

1. The extent of benefits perceived to be delivered

2. The cost of acquisition of the media itself

In short, the reach is related to the net value perceived by the customer about that particular medium.
On the basis of the above clarification, Internet appears to have a comparatively higher cost of acquisition. However, Internet has brought with it a very high degree of control to the media user. Not only are there a plethora of sites catering to every imaginable need, there is also a high degree of flexibility in what the user is able to do. All of this makes Internet a highly interactive media but also an expensive one.
If the internet is treated and used exactly like any other medium, it is unlikely to yield major benefits to the marketer. Its effectiveness is dependent not only on the target audience one is talking to, but also largely on the ability of the marketer to make use of the real advantages of the Net like interactivity, flexibility, ability to monitor and the like.


Next, one can also evaluate Internet as a media from the marketers’ point of view by way of a similar classification. If evaluation as per the above classification is done, the Internet does not appear to be a very advantageous option either in terms of reach or in terms of cost-effectiveness. But Internet has various other advantages over the traditional media which cannot be neglected. These stem mainly from the ability of this medium to allow a far more focused targeting as compared to other media.


To quickly summarize the advantages of the Internet as seen from the point of view of the user as well as the marketer:

To the user:

Internet gives more control in choosing content. It offers customization of the content, the way the user wants to view it. It offers a variety of options for information and entertainment. It offers a wide range to choose from for the user.

It offers tremendous convenience to the user not only in delivery of information, but also in allowing him to transact — often in a seamless manner.

The best example of giving control of content is the My Yahoo !! service offered by the Internet giant, Yahoo Inc. It gives the user the choice of content for various topics ranging from news to stock options to entertainment to sports and just about everything.
To the marketer:

The Internet offers several options to a marketer trying to target a particular community
It serves not only as a channel of information, but also of product distribution

It offers a highly interactive medium that sometimes (e.g. chats, forums, VoIP) is almost equal to one-to-one interaction with the audience.

It offers a higher level of identification of the user to the marketer.
It allows the marketer to actually link his spends to action, and pay only on action
This action could be a click on the banner or even product purchased or just a banner impression or per 1000 impressions. In this ability Internet is, in fact, unlike any other media.
Given the payment options and high interactivity, the Internet offers a medium for high level of experimentation at a low cost.


E.g. one can change the whole look of the advertisement within hours and increase the effectiveness of the communication on the Internet. Imagine doing the same with a television advertisement. Therefore, though the Internet with its present limitations may not be able to match other media in actually reaching out to large numbers of people, the benefits of this highly customizable and interactive medium can be used effectively to target niche audiences.


This can be elaborated a little more by answering the following questions:
1. Who are the people who can be reached through the Internet?
2. Which are the products that can possibly benefit from marketing on the Internet?
3. What are the options available to the marketer to reach out more effectively to their audiences?
4. Are there ways for monitoring effectiveness of this medium in order to control it better?

Hey sunanda,

Here I am up-loading Study Case on Asian media landscape is turning digital, please check attachment below.
 

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