Written on August 12, 2010 at 3:37 pm by Pradeep Chopra

Case of the Week 2 (Digital Marketing | Aug 9-16, 2010): Online Advertising

Filed under Case of the Week, Online Advertising - PPC & Others, Social Media Insights 94 comments

Continuing with our Case of the Week Series, this week we are focusing on “Online Advertising”, an important aspect of Digital Marketing.

Let’s crack this Case of the Week -2

You are the Head of Marketing of a small IT company. The company plans to diversify and is planning to launch an eLearning product. However, it has only limited time and budget for promoting this product to test the market. If the pilot goes successful, there is a high probability of getting investment for the long term. Which of the following promotion strategies would you recommend?

A. Search Engine Optimization (SEO)
B. PPC (Pay Per Click) Advertisement
C. TV Advertisement
D. Newspaper Advertisement
E. Trade Fair Participation

Answer: The correct answer is (B), PPC – Pay Per Click Advertisement.

Answering pattern revealed that some of you would like to use Traditional Advertising modes – like Newspaper, TV and Trade Fair Participation, but remember this was a pilot with limited budget and time span. Cost constraint would be one of the reasons for not choosing these channels.

Interestingly some of you answered Social Media (though it wasn’t amongst probable answers), which is definitely one of the potential tools in this kind of situation. Provided, ‘time & cost’ are considered and one uses ‘crowd-sourcing’ opportunity of Social Media along with some cost effective, targeted Social Media advertising (e.g. Facebook).

SEO could have been a good option considering ‘cost constraint’ but since we have limited time span, SEO is also ruled out.

So PPC would be the best answer as it would allow the company to get prompt responses and that too with option of beginning it at a stipulated time, along with provision of restricting it to a targeted budget.

We hope you find this relevant and useful. If you would like to continuous engage in such cases about Digital Marketing, join us and follow us at our Digital Marketing Learning Community on Facebook. Please feel free to share your inputs and interest areas for future Cases of the Week.

Article by Pradeep Chopra

Among the pioneers of Digital Marketing in India, Pradeep has been part of the Internet Industry since 1999. He is a Co-founder and CEO of Digital Vidya, India’s premier Digital Marketing training company. As a Digital Marketing evangelizer, Pradeep empowers & enables CXOs, Sales & Marketing Professionals, and Digital Marketing professionals to leverage Digital Marketing for their organizations. Pradeep has personally trained over 1000 professionals including CEOs across India in helping them meet their business objectives using Digital Marketing. Till Oct 2009, he was one of the co-founders of OMLogic Consulting, one of the India’s leading Digital Marketing companies. Prior to OMLogic, Pradeep was a co-founder of Whizlabs Software, an IT education company, where he built a global brand (using Digital Marketing) for which Whizlabs won the 'Most Innovative Indian IT Company' award from NASSCOM in 2004. Pradeep is an international speaker & an author on Digital Marketing & Entrepreneurship. His previous speaking assignments include speaking at Search Engine Strategies (USA), Global Entrepolis @ Singapore, NASSCOM India Leadership Forum, TiE and Web Innovation conferences. He writes on Entrepreneurship and Digital Marketing for Wall Street Journal. A graduate from IIT Delhi, Pradeep is a core group member of TiE Delhi’s Special Interest Group on Internet. He is also a part of the Global Committee at SEMPO (Search Engine Marketing Professional Organization), a non-profit that nurtures the growth of Search Engine Marketing globally. His obsession for the digital medium has led him to believe that the Internet connectivity is more important than the water supply :). He can be reached through his profile on Facebook. Pradeep Chopra tagged this post with: Case of the Week, digital marketing, online advertising, pay per click advertising, ppc, Social Media Read 23 articles by Pradeep Chopra

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