November 28, 2014

Travel Advertisers on Mobile

Travel advertisers are already using mobile as a ‘reach’ vehicle, indulging in cross platform advertising and meeting their local marketing needs with mobile to reach out to new customers.

These advertisers range from tourism authorities, airlines to online booking services.

November 07, 2014

Effective Marketing: The Convergence of Earned, Owned and Paid Media

By Manish Mishra, Vice President (Sales)

Social media and mobile phones have transformed the digital landscape, but while many businesses have been slow to adapt, others have internalised the wrong lessons.

In my last column, I discussed how the concepts of “Above the Line” and “Below the Line” Marketing are no longer relevant in a digital world. It didn't take long for marketers to develop three new categories: Earned, Owned and Paid Media.  Basically,
  • Paid Media are ads
  • Owned Media consists of content you control, like a website and
  • Earned Media happens when consumers talk about you and share your content

These lines are blurred as well, though.

The most effective marketing campaigns include all of these elements, along with clear goals and a comprehensive strategy.