Experience Commerce is a regular participant in the Digital Marketing outlook study conducted by SODA. Periodically this society, invites leading Digital Agencies around the world, for comments and inputs on market trends. SODA just published their 2010 report, which I believe is the finest collection of ideas and opinions from some of the most effective practitioners of the trade.The inevitable question: Do these trends necessarily apply to India, today? My answer would be an emphatic NO.

As I am writing this post, I refer to the statistics of a current running popular campaign from EC for Legrand-Arteor. This was a campaign targeted only at the creme-de-la creme, and designed to reach the evolved internet consumer. I find that over 45% of my traffic is still stuck using browser IE 6.0 and below and less than 42% of my traffic is arriving via broadband/DSL. Pardon my french, but we are really screwed both at the front and at the back. In such a primitive environment, reading about trends such as interactive story telling and the rush for augmented reality (@SODA 2010 report) seems so out of place.

YET, we must sift through such trends and remain inspired to do good work, fully cognizant of the constraints. We must find out smarter ways to crunch our code, distribute load, render quality graphics, so we can catch the attention of the elusive audience within split few seconds of landing on-site.

The Legrand Arteor Campaign delivered over 124,000 unique customers to our door, and we managed to convince over 80% of them to ring the doorbell and enter. Over 50% of those entering exhibited the patience to complete the tour of Arteor smart home. That is quite a phenomenon, given the statistics I just shared above, and calls for a round of applause for the amazing engineering from the EC Tech team.

At EC, we like to benchmark our work against the best in the world. We are not there yet but someday, we are certain, we will arrive.

Two Thousand and Ten Digital Marketing Outlook