Its painful to see just how some myopic online marketers in India have shortchanged the medium.

In India, its been an uphill, albeit fun journey to convince traditional marketers to realize the online potential. Why even debate the fact that its simpler for most marketing managers to go along with traditional – considering they grew up with it and hey, they are assessed internally for stuff they do for a billion Indians…not the extra 0.3 above that eh? Hmm. Sobering thought.

Now instead of building the online story, the charisma, the wow and really, capitalizing on its niche value as the preferred medium of the “classes” – the early onliners tried making a quick buck and rep by exploiting the ultimate clincher – performance – a bit early in the game. All because, no marketer was paying attention to their incessant whine otherwise, and maybe they weren’t too good any other which way.

So, the whole “only a person clicks” was misconstrued into this magical sounding “direct” and “personal” story and sold in the name of “CPL” – effectively screwing up not just the user experience that was now inundated with ads, but also leading to malpractices like click frauds that cheated the brands.

All this done to a medium that is truly personal, and in a space where humans actually spend time with themselves.

Why advertise when you can talk here? Why hurry when we can build relationships? For once we have the opportunity to truly realize terms like CRM, Loyalty, Preference and desires like love. Let’s not screw it up any further, shall we?

And to the CPL media planners – hell, they are shaking the Wii now..go measure that! 😀