Web portals go for an offline stint...
Emergence of 
the BRIC economies is extending a new meaning to the way the businesses are run and marketed around the globe. As the Indian Internet economy grows further and number of Internet users increase from the present figure of 60 million, web portals require a judicious mix of online and offline presence to cater to the new markets.
Most of the web portals have prepared a blueprint to have a significant offline presence in the B2Cand B2B segments. For instance, makemytrip.com has traversed into the offline market by arranging networking groups to help attract the consumer base.
But why do these companies need to chart out an offline presence? “Basically to reach to the larger consumer who might not necessarily be a computer literate, or who could not afford a online access,” says Sumeet Singh, National Head, Marketing, Info Edge Ltd. Jeevansathi.com, a product of Info edge had started an offline center in Lucknow this month. Acting as a match point, these centres have trained counselors to address the concerns of those visiting on the centres on their service. The company expects to have around 25-30 match points in the country in next 6 months.
Interestingly, these portals are spending heavily in the offline advertisement and marketing efforts in order to increase clicks on their websites. “The response has been excellent so far,” says Abdul Sattar, a Relationship Manager, Makemytrip, Hyderabad which has posted a 180% growth last year. “Advertising in newspaper, organising a B2B meet up/ interactions to help enhance the trust with the consumer that essentially boost the future online market,” has been the strategy with this travel portal. “As the language is a barrier with most of the customers who go online, a one-on-one interaction helps the consumer to reach and appreciate our services confidently unlike online,” says Abul Sattar.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).
Read these article :-
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the BRIC economies is extending a new meaning to the way the businesses are run and marketed around the globe. As the Indian Internet economy grows further and number of Internet users increase from the present figure of 60 million, web portals require a judicious mix of online and offline presence to cater to the new markets.Most of the web portals have prepared a blueprint to have a significant offline presence in the B2Cand B2B segments. For instance, makemytrip.com has traversed into the offline market by arranging networking groups to help attract the consumer base.
But why do these companies need to chart out an offline presence? “Basically to reach to the larger consumer who might not necessarily be a computer literate, or who could not afford a online access,” says Sumeet Singh, National Head, Marketing, Info Edge Ltd. Jeevansathi.com, a product of Info edge had started an offline center in Lucknow this month. Acting as a match point, these centres have trained counselors to address the concerns of those visiting on the centres on their service. The company expects to have around 25-30 match points in the country in next 6 months.
Interestingly, these portals are spending heavily in the offline advertisement and marketing efforts in order to increase clicks on their websites. “The response has been excellent so far,” says Abdul Sattar, a Relationship Manager, Makemytrip, Hyderabad which has posted a 180% growth last year. “Advertising in newspaper, organising a B2B meet up/ interactions to help enhance the trust with the consumer that essentially boost the future online market,” has been the strategy with this travel portal. “As the language is a barrier with most of the customers who go online, a one-on-one interaction helps the consumer to reach and appreciate our services confidently unlike online,” says Abul Sattar.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).
Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
ZEE BUSINESS BEST B SCHOOL SURVEY
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