The online media has always been more economical and very targeted, helping the strategist with valid real time data to bank on for the next move. Even now, in most countries, and especially in the Middle East and South Asian region, you have more converts to online than any other region, mostly because the key target market has gone online in a breeze.
Most of the online engagement is with services offering an open platform for interaction, or should I say social avenues. This gives us more insight into how the market is evolving and how to engage your potential customers. Online media thus becomes the best source to allow the interactivity required, thus getting near-instant feedback and comments. Take the example of LinkedIn, writing a comment and reviewing responses from others is similar to what we are looking at.
If you look at the latest statistics from South Asia and South East Asia (available from various sources), you’ll see that more 40% below 30s have switched to the internet and now spend most of their time online. More than 62% of these can be found active on some social networking service.
By the way, online media includes mobile and the aspects of mobility. We are concentrating on some online strategies that heavily involve the use of mobility as a way to engage a huge cross-section of the target population. And believe me, it is a very targeted approach.