Internet Advertising amongst Indian Marketers: Industry Verbatim

Abstract

Indian online advertising is growing at a pace which outstrips the overall adver tising growth in India or elsewhere. With an astonishing 65 per cent compound annual growth rate from 2004–07, the online advertising market sat at 270 crores in the year 2007 and is expected to reach INR 1100 crores by the year 2011. With the internet consumption patterns maturing up, the claimed internet users in India have reached the figure of 81 million. This rising number is leading to the growth of online advertising, jolting up the marketers towards the relevance of including internet as an ingredient in their media mix. Parallel to this backdrop, it is also evident that India has been witnessing a steady growth in the spending power of its citizens. Indian advertisers and marketers are forced to adopt innovative marketing strategies to attract the attention of perspective consumers in different forms of advertising. This paper examines the attitude of Indian marketers, belonging to eminent organisations across various verticals like web, television, print, media houses, advertising agencies, banking and financial institutions, telecom, and electronic goods. The study will help in identifying the stance that the advertisers and professionals hold towards advertising on the new medium i.e., internet.