That hit is all it takes. Through this article Karthik is trying to communicate how embracing the online medium is becoming increasingly imperative in today’s world, though it did backfire on him in a tongue-and-cheek way!
Caller: Hello, Am I talking to Karthikeyan?
I: Yes.
Caller: Sir, this is xyz and I am looking for I-pill in Chennai. I found your contact while browsing the net. Could you please help me out to find I-pill in Chennai?
I: Sir, sorry we are not connected to the marketing of I-pill. We were just hired for launching this product and I have no clue about its availability in Chennai. Probably you could check their microsite.
This is the reply I had given to atleast 20+ enquiries received for the past one year for I-pill. These calls are because of just posting the press release in a site with my contact number mentioned. Nothing was done for I-pill in internet except a microsite but these enquires resembles the mortality of a single page that easily gets noticed in a google search.
Any campaign will come into the umbrella of PR that makes its audiences think, react, create and exchange views. Internet has made these participations so simple which the traditional media couldn’t offer. People were able to shout out their experiences / grievances on a product/service thereby creating a collective opinion of it. I-pill too revolved around the internet and became hot topic for many bloggers. (http://youthcurry.blogspot.com/2007/10/i-pill-lets-talk-about-family-planning.html)
The very classical example for creating an online community is sunsilk’s gangofgirls.com. This site was launched on 17th June 2006 and crossed 100,000 members within 36 days. The site not only provided contents on hair care and styling but went beyond by tying up with http://www.monster.com/ for job postings. Recently a startup company Inkfruit which is into designing T-shirts used twitter to reach to its teen audience. It designed a T-shirt on twitter and spread it among the twitters.
While majority of the companies still communicate in the traditional way, they should look into the online audience seriously. Online is no more a playful medium. People voice out their opinions both favourable / non-favourable and trust the messages as it is transferred through their trusted acquaintances. Since the forthcoming election campaign sees unprecedented usage of online forums with Advani, Jyotibasu being the forerunners of connecting through online, the poll results would bring a radical change in the minds of marketers to embrace online forums coming up successful models.
Caller: Hello, Am I talking to Karthikeyan?
I: Yes.
Caller: Sir, this is xyz and I am looking for I-pill in Chennai. I found your contact while browsing the net. Could you please help me out to find I-pill in Chennai?
I: Sir, sorry we are not connected to the marketing of I-pill. We were just hired for launching this product and I have no clue about its availability in Chennai. Probably you could check their microsite.
This is the reply I had given to atleast 20+ enquiries received for the past one year for I-pill. These calls are because of just posting the press release in a site with my contact number mentioned. Nothing was done for I-pill in internet except a microsite but these enquires resembles the mortality of a single page that easily gets noticed in a google search.
Any campaign will come into the umbrella of PR that makes its audiences think, react, create and exchange views. Internet has made these participations so simple which the traditional media couldn’t offer. People were able to shout out their experiences / grievances on a product/service thereby creating a collective opinion of it. I-pill too revolved around the internet and became hot topic for many bloggers. (http://youthcurry.blogspot.com/2007/10/i-pill-lets-talk-about-family-planning.html)The very classical example for creating an online community is sunsilk’s gangofgirls.com. This site was launched on 17th June 2006 and crossed 100,000 members within 36 days. The site not only provided contents on hair care and styling but went beyond by tying up with http://www.monster.com/ for job postings. Recently a startup company Inkfruit which is into designing T-shirts used twitter to reach to its teen audience. It designed a T-shirt on twitter and spread it among the twitters.
While majority of the companies still communicate in the traditional way, they should look into the online audience seriously. Online is no more a playful medium. People voice out their opinions both favourable / non-favourable and trust the messages as it is transferred through their trusted acquaintances. Since the forthcoming election campaign sees unprecedented usage of online forums with Advani, Jyotibasu being the forerunners of connecting through online, the poll results would bring a radical change in the minds of marketers to embrace online forums coming up successful models.
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