New Delhi: A recent worldwide survey done by marketing information company ACNielsen says that, where worldover people are choosing Internet and mobile advertising, Indians are still attracted to conventional forms of advertising like TV and print.
“When the whole world is going crazy with Internet and mobile marketing -it is interesting to note that for Indians it’s still conventional advertising and 'word of mouth' campaigns that attract their attention. Unlike in the West, Indians come from a very closely-knit society where people get hugely influenced by their peers, relatives and local celebrities. People are more than willing to accept a brand if it’s endorsed by their favorite superstar or is recommended by their close associates,” Executive Director, ACNielsen South Asia, Sarang Panchal told moneycontrol.
The survey throws up some interesting numbers regarding India. Conventional advertising like TV and print, is a dominating decision-influence for consumers - when it comes to investing in very personalised items like holidays (41 per cent), jewellery and watches (35 per cent), fashion (49 per cent) and personal financing like loans (39 per cent).
The age-old 'word of mouth' method also acts as a big influencer for Indians, especially while investing in big-ticket items like cars (51 per cent) and choosing banks (43 per cent).
However, this may be the case at present but with the boom of the Internet and mobile media in India, media planning companies believe that the way ahead is advertising on the Internet and the mobile.
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Business Director at GroupM (Media buying and planning agency), Vinod Thadani says, “Two-three years back, we had companies only allotting budgets for ads in TV and print. However now, each company needs to have a 360 degree approach and explore all mediums equally. Also the fact that India has a lot of young population, reassures the fact that such new mediums of advertising will find much more acceptance.”
He agrees that while making a choice for personal products like cars and mobile gadgets, 'word of mouth' helps a lot, but today consumers do a lot of their own research on the Internet, which is by far the most useful research tool.
ACNielsen’s online survey was conducted in 41 countries around the world. The results revealed that worldover, particularly Europe, searching information on the Internet was the most popular decision-influence, particularly for purchasing holidays packages (54 per cent), MP3 players (42 per cent), mobile phones (39 per cent) and loans (29 per cent).
Brand and reputation were the other popular drivers behind a buying decision for a consumer.
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