Cerrid Research

coming soon….

admin — Sun, 08 Nov 2009 17:12:58 +0000

Digital Marketing

admin — Fri, 21 Aug 2009 11:52:43 +0000

From 8.69% of the ad spending pie in 2007 digital marketing is expected to be about 16% of the total marketing spend in 2011. All other marketing mediums (television, radio, print etc.) following the trend in the recent years, will see a drop in their share. Recession has only reinforced this trend as advertisers realise they have to do more with less. Notwithstanding recession, the full potential for online ad spending is huge – the allocation in consumer media spending is at around 10% for a consumer usage in US of 20-30%.

The trend doesn’t suggest that traditional mediums will be redundant rather the advertising market will eventually settle for a right-mix between digital and traditional mediums. Infact, developing marketing programs that integrate online and traditional media was one of the top challenges of CMOs in a recent survey by Jupiter Research. Agencies offering such programs are expected to do better than others.

Internet advertising revenues in the US grossed $23.4 billion for 2008 going up by 10.6% from 2007. For quite some years now search marketing has been increasing in share while display advertsing is taking a dip. This is quite the reverese in some newer and less developed internet markets, where display leads search. However, the distinct trend globally is that search will increase in share at the expense of display. Display will always be around for brand campaigns, search just cannot do it as well. Marketers likewise, are exploring the next right-mix – how does display influence search just as how brand campaigns influence direct response programs.

Retail sector has been the top spender in online advertsing for the last few years. In 2008, the industry spent $5.0 billion which is 22 percent of total revenues. The other top spending sectors have been financial services, automotive, computing, telecom, and leisure travel i.e. airfare, hotels & resorts.

South Asians Globally: How Big is this Ethnic Market?

admin — Fri, 21 Aug 2009 10:54:20 +0000

Out of a population of 1.6 billion South Asians worldwide – those living within the region and .grassrc6those outside it – an estimated 120 million online form one of the largest globally-dispreresed yet culturally integerated consumer population online. About 25 million South Asians are belived to be residing outside the region, thats about 2 percent of the combined population of the seven countries of the region: India, Pakistan, Bangladesh, Sri Lanka, Nepal, Bhutan and Maldives.

Migration routes out of South Asia, colonial & post-colonial period

Almost 80% of this South Asian ethnic online online market is concentrated in 3 prominent pockets (a) people online in India (b) South Asians online in UK consisting primarly of Indians, Pakistanis and Bangladeshis; and (c) the highly net-penetrated community of Asian Indians in the US. Together they number almost 96 million. Besides the top three clusters, the rest 20% online population has some significant clusters: South Asians online in Canada & Middle East, a large Indian diaspora online in Singapore, and the online population in Pakistan.

We look deeper in these three online markets and find a fast growing and high potential global ethnic consumer market. We also look at the marketing means and networks to reach this large online ethnic market, namely digital marketing & online ad networks.