Dotcom Marketing in India

TABLE III
AD SPEND OF THE SURVIVORS IN 2000

To establish themselves, many portals looked at alternate revenue models. Some turned into IT services companies by selling their expertise. The dotcom industry also witnessed many acquisitions and mergers. Analysts remarked that in the near future, many of the portals might not even be recognized as dotcom companies.

QUESTIONS FOR DISCUSSION:

1. “From print, to electronic and outdoor media, the dotcom companies flooded the market with high-budget ads, contests, and interactive campaigns.” Briefly discuss the dotcom marketing methods of the dotcom companies in India

2. “The marketing methods of dotcoms had a kind of PDS approach which assumed that once there is a shopfront, shoppers will come in and buy. In other words a distributive rather than a marketing approach.” Explain.

3. While some dotcoms spent heavily on marketing and could not survive the dotcom bust, some others were successful even with low or no marketing expenses. How far do you think the marketing efforts of the portals companies contributed to the success and failure?

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