Perform or Perish

Following article written by me on the Voices section of AgencyFaqs:

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From the perspective of an advertiser’s objectives, there are two broad genres -- one is advertising for brand saliency and the second is advertising for generating business or acquiring customers. Performance marketing refers to the second genre of advertising. Marketing managers are increasingly allocating more monies towards advertising for performance and the internet is the only medium that is truly capable of specific measurement in terms of ‘cost of acquiring a customer’ or ‘cost of generating a transaction’.

Advertisers are using the internet as a direct response medium. A medium where they can actually specify their objectives in terms of cost per acquired customer. It is estimated that almost 70 per cent of the online advertising in India is happening for ‘performance’. Google alone enjoys close to 25 per cent share of the total online advertising in India. It is also estimated that 50-60 per cent of banner advertising is also happening for performance.

However, advertisers have still not exploited the true potential of Internet as a medium that can increasingly deliver ROI objectives of advertisers. It is very fashionable to talk about ROI, but the fact is that the offline agencies are still grappling with understanding the Internet and most of the online agencies are still using primitive tools and technologies..............

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You can read the full article here: http://www.agencyfaqs.com/perl/digital/voices/digispeak/index.html?id=12

Launched dgm India

I apologise for the long silence but I had been very busy setting up operations for dgm India.



dgm India, is part of dgm Holdings Plc. The Company's principal activity is the delivery of ROI through affiliate marketing, search engine marketing, display inventory and email, either as individual channels, or as a complete solution. Globally, dgm provides services to more than 250 blue-chip clients and agencies with over 100 staff. Utilising powerful software, dgm has the ability to trace a consumer's activity online to a specific advertisement placed on a specific channel. Therefore, regardless of the pricing model or channel used, dgm can report on the direct correlation between advertising spend and consumer response.



We formally launched dgm India on 6th June 2007. You can read more about the launch here:



TimesofIndia.com
AlooTechie
AlooTechie
ContentSutra
Agencyfaqs
Exchange4Media
Delhi Events

DD News



We have launched dgm India with 3 initial solutions:



dgm Performance: First credible & interntional Affiliate network in India.

dgm Search Lab: Cutting edge Search Marketing (PPC & SEO) solutions using state of the art Web Analytics & completely automated Bid Management & Optimisation tools that talk to the search engines through APIs.

dgmeMail: Our managed email solution system.



dgm's DNA is delivering better ROI to online advertisers using cutting edge technology, channels & solutions. We have been doing this for close to 8 years in markets like UK & Australia.



Seeing the state of Indian online advertising and the solutions that exist here, I am very sure that dgm India, with its superior solutions will be able to raise the bar significantly and will help in taking the online advertising to the next level.



More about the state of Indian online advertising in my next post.