Yet, brand recall alone is a big mistake, believes Rediff's Balakrishnan. For a brand to stick its claws in your head, it needs a context. The human mind can't absorb all the impulses it receives but will sift the relevant from the irrelevant in the manner of the survival of the fittest. And they are still among the strongest online brands in the country. Many in the industry recognise this.
All advertising does is create awareness and trial.
That means nothing because trial is so easy in the online world. The Net makes the costs of brand switching really low since the other brand is just a click away. So it becomes even more important to build a strong online brand. And you don't need high ad spends to do so, he avers. Rs 31 lakh on advertising so far.