Vivek Bhargava, chief executive officer, Communicate 2, conducted the first master class at adtech India 2012.
His session was dedicated on planning a web presence strategy that benefits your brand.
Bhargava explained how critical it is to differentiate between traditional and digital media when it comes to reaching out to your audience. He said, "Don't replicate the model used to reach audience on traditional media in branding on digital front. Divide your audience in different psychographics, and then you reach out precisely to the right people."
He said that once you reach out to a niche target audience, you ensure minimum wastage of your marketing budget. What follows is an increase in impressions share from the same audience, and this delivers maximum ROI.
Bhargava added that brands should look at customising creative message based on different audience and their intent, and not communicate a homogeneous message to everyone. "In addition to that, it is important to educate the internal stakeholders about your digital strategy, which means, how do you sell the digital idea to someone within the brand's organisation, before you get it on web," he mentioned.
He said that "content creation" is primarily the catalyst in web presence optimisation. "This content could be user generated, it could be a video or a mobile application as well," Bhargava added.
"Use your ad unit as a hook. This would get you high CTR (click-through rate) and lower your digital media cost. Don't advertise within the ad unit, engage the user with your content. The user will consume it, share it, and your edge rank would go up," he explained.
Bhargava concluded that advertising your content would guarantee a lot more engagement for the brand than plain vanilla advertising on digital.