I was going thru a webcast of Digital marketing conference on iamai.in.
Very interesting things were being discussed and most important being ROI.. something that internet has to show and prove again and again.. and I feel its perfectly fine. This is what distinguishes this medium from others and to helps companies invest money “to start with”.
Mahesh Murthy, Founder & CEO, Pinstorm Technologies Ltd made an interesting comment on ROI.. something which I feel should be open for discussions..
What is ROI? Return on investment or relevance, originality and innovation! Which of the two would help companies win in long run? It is a medium for quick acquisition and reducing operations costs, as mentioned by Tina Singh : Head corporate marketing, ICICI Bank Ltd (http://www.24framesdigital.com/iamai/160307/session1_tina_singh.htm) in her wonderful presentation, or it is much more than that and should be considered as a channel which provides customer experience?
Srinivasan Rajagopal, Head eBiz Special Initiatives, Citibank made an interesting remark of whether internet is a Medium or an Experience. To my mind, it’s BOTH!
It’s a medium for acquisitions; for distribution as well as a channel which can deliver customer experience, depending on what is the end objective!
With so much of options available in the market, Customer has truly emerged as a king and in most cases a King Maker! With social networking, collaboration and experience sharing tools, like I can define target group to choose the customer; the customer can choose me amongst his list of favorites!
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