There is no such thing as mass appeal when it comes to marketing a product or service online. This is especially true when you are selling to different cultural diasporas and marketers face the cumbersome task of having to not only identify the right sites for their clients but also the task of contacting portals all over the world and then negotiating the rates. However, this was perceived as an opportunity by the New Delhi based Ethnic Online Network (EON). EON (Ethniconlinenetwork.com) is a single reach ad network platform that allows advertisers to market themselves effectively to diverse target groups in the South Asian market in one go. Any advertiser, both large and small, can benefit from advertising on various websites based on their demographic, geographic, and psychographic needs.

Internet marketing gets the thumbs up from clients as it cuts costs of marketing as compared to the traditional media, saves time, and provides transparency in understanding the profile of the target audience. It also eliminates the laborious process of communicating with multiple channels. EON takes up the responsibility of targeting and distributing advertising to multiple sites to guarantee more viewership.

With telecom, automobile, insurance, banking, travel, and matrimonial industries becoming ore Internet savvy every passing day, EON has arrived in the marketplace at the right time. Adris Chakraborty, Co-Founder, MediaMorphosis and MD, Manhattan Communications, feels that the online domain provides advertisers a scope for realtime measurement of response and the opportunity to facilitate two-way interaction. “The online medium is the easiest and most cost effective way to reach out to target audiences at the micro-level. And by virtue of filtering the audience one can reach their target most effectively,” Chakraborty says.

Chakraborty explains, “EON uses a very robust, reliable, and scalable technology, which advertisers can use to reach global markets instantly by just logging on to their website. They simply plug in their requirements and the network allows them to place ads on only those sites that effectively meet their target needs.” EON works with agencies, advertisers, and publishers. For agencies, they control content and classify those sites that meet their client’s detailed channel demographics and frequency figures. They also design customized plans for advertisers on the basis of countries, categories, and keyword targeting. As for publishers, EON works to provide revenue and advertising to their site.
Today, EON has a headcount of six in the US and four in Delhi. EON has managed to find its way to the top in an extremely competitive digital marketing space with tough contenders, by offering a 360-degree field to their clients, coupled with offline advertising expertise and global presence through ad networks in North America and the United Kingdom.

“We view EON as a platform that is scalable beyond South Asia and can be a resource for reaching all major ethnic groups. So there is no better way to build and scale this up than in North America where virtually every ethnic group can be found. Websites offer all ethnic groups a portal back to their homes where they can get instant access to news, sports, and information that matter the most to them,” states Daniel Ocner, Executive Director.