Digital Advertising Agencies - The Woes and Ways ahead

Advertising on the Internet is almost a decade now, but its potential and benefit to marketers have only been realized fairly recently. The measurability, the innovativeness, the cost benefit and the unprecedented reach to a global audience has made marketing on the Internet a favourite amongst a growing number of marketers.

However, because this is a new medium, the number of online marketing agencies that can handle a client’s end-to-end internet marketing requirements are virtually non-existent. There are specialists in all kinds of areas - from SEO (Search Engine Optimization), PPC (Pay Per Click), Blogging, Online Media Buying, Banner Creatives, Facebook applications, Virals etc.

The good part is that there are many good specialists in their area of expertise, the problem is that all these areas are relatively incoherent. You need someone to orchestrate your campaign, route it to all these specialist areas and bring it all together to make the campaign successful.

If you manage the online initiatives for your company, you will relate with it, especially if your company has a big budget in the online space.

There are many so called generalists who claim to provide end-to-end, seamless online marketing solutions. But dig the surface, and most of these agency claims are empty and fail to deliver on their promise.

Many of the traditional advertising agencies have forayed into the digital marketing space, and are attempting to fill the gap for their clients. Their “attempt” however leaves a lot to be desired. Most of the client servicing guys handle the Internet business with the legacy of traditional advertising, and handle this medium with the same gloves.

That said, some of the big agencies are also acquiring specialist digital agencies, in the hope of completing the spectrum. It will be interesting to watch, how these acquisitions pan out over the years.

Will good digital marketing agencies thrive on their own, or would they need to be part of a traditional agency needs to be seen. Whatever may be the case, marketers/clients need a single point interface and a partner to maximize the brand and revenue potential.

Tags: Advertising, Internet

Posted in India, Internet, Marketing, Sales, Opinions-Perspectives, Technology | 4 Comments »

Holi - The Festival of Colours

Holi is a Hindu spring festival, observed in India and Nepal, also called the Festival of Colours.

On the first day, bonfires are lit at night to signify burning the demoness Holika, Hiranyakashipu’s sister.

On the second day, known as Dhulhendi, people spend the day throwing coloured powder and water at each other. A special drink called thandai is prepared, sometimes containing bhang (Cannabis sativa). People invite each other to their houses for feasts and celebrations later in the evening.

Rangapanchami occurs a few days later on a Panchami (fifth day of the full moon), marking the end of festivities involving colours.

Holi takes place over two days in the later part of February or early March. As per the Hindu calendar, it falls on the Phalgun Purnima (or Pooranmashi, Full Moon).

The Legend of Holi

There are two versions.

Hiranyakashipu, the king of demons was granted a boon after long penance by Brahma, which made it almost impossible for him to be killed. The boon demanded that he not be killed “during day or night; inside the home or outside, not on earth or on sky; neither by a man nor an animal; neither by astra nor by shastra“. Consequently, he grew arrogant, and attacked the Heavens and the Earth. He demanded that people stop worshipping gods and start praying to him.

Despite this, Hiranyakashipu’s own son, Prahlad, was a devotee of Lord Vishnu. In spite of several threats from Hiranyakashipu, Prahlad continued offering prayers to Lord Vishnu. He was poisoned but the poison turned to nectar in his mouth. He was ordered to be trampled by elephants yet remained unharmed. He was put in a room with hungry, poisonous snakes and survived. All of Hiranyakashipu’s attempts to kill his son failed. Finally, he ordered young Prahlad to sit on a pyre on the lap of his sister, Holika, who could not die by fire by virtue of a shawl which would prevent fire affecting the person wearing it. Prahlad readily accepted his father’s orders, and prayed to Vishnu to keep him safe. When the fire started, everyone watched in amazement as the shawl flew from Holika, who then was burnt to death, while Prahlad survived unharmed, after the shawl moved to cover him. The burning of Holika is celebrated as Holi.

The other version.

Kamadeva’s(God of love) shot his weapon at Shiva in order to disrupt his penance and help Parvati to marry Shiva. Shiva then opened the debilitating third eye, the gaze of which was so powerful that Kama’s body was reduced to ashes. For the sake of Kama’s wife Rati (passion), Shiva restored him, but only as a mental image, representing the true emotional and mental state of love rather than physical lust. The Holi bonfire is believed to be celebrated in commemoration of this event.

Source and adaptation: Wikipedia

Tags: Festivals, Holi, India

Posted in India | No Comments »