Many moons ago, The Times of India rechristened its adsales department ‘Response’ driving home the message that an ad in its papers offered Response. And hence good RoI. In the light of this, we’ve been hearing some chatter about the concern of digital not performing as well as advertisers would like them to. So we asked Dr Bhaskar Das this questions for the July 27 edition of Das ka Dum. Read on…
If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.
Q. And now it appears that some marketers are concerned that digital is under-performing for them. Your comments.
A. Sweeping generalisation, Sir. I am not denying its possibility on the basis of heuristics, but should they be considered statistically significant? I doubt. Challenges of every business are unique and media contribution to their success is one of the inputs. No media can exhaustively take the responsibility of solving all business problems. Organisations have to manage business in a holistic manner including media. And no media can be painted with the only brush of performance-led accountability on all fronts.