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Climate change accord could make India world leader

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Paris: The successful conclusion of the Climate Change Summit here will offer India an opportunity to position itself as the leader of the developing world. If, however, India does not agree with the rest of the world to consider the outcome to be worthwhile, the possibility of a global deal will quickly collapse.

This was observed at a conference here on the sidelines of COP 21 on Monday evening.

Three NGOS based in Brussels – South Asia Democratic Forum (SADF), Europe India Chamber of Commerce (EICC), and Eurochambres – brought together in the French capital thinkers and policy-makers for the one-day meeting entitled “Reinventing Rio”.

Paul Casaca, executive director of SADF, said the objective of the meeting was to lobby for increased EU-India cooperation and collaboration on a financial, environment and technological level.

“As we are witnessing the 21 Conference of the Parties to the United Nations Framework Convention on Climate Change in Paris, we think it is necessary to take this opportunity to assess the strategy intended to guide us through this process and come up with the adjustments that are necessary,” he said.

In particular, the debate addressed a more energy-efficient form of industrialisation and urbanisation and consequently promote renewable energies and green technologies therein.

A speaker said as the energy needs of India continued to grow, it was important that India invested in efficient energy infrastructure in ways that minimised environmental impacts.

Technological and business innovation, scientific cooperation, research, development and deployment of environmentally-friendly technologies and products, open trade, and sound regulatory frameworks were needed to deliver solutions for sustainable growth, said Dr. Rajendra Shende, chairman of TERRE Policy Centre and former director at the UN Environment Programme.

“India needs to see that historic emitters are going to make large contributions and see that they can still continue to emit on the track that they are on in order to sign the agreement,” he said.

Another speaker said India needed financing support, not money per se, but cheaper financing. One reason India’s renewable energy (RE) appeared more expensive than of some other countries is the high cost of capital. Funding for RE projects in the EU was often at half the rate.

It was observed that India was not opposed to signing a legally binding agreement for all countries, but it would only consider the agreement if differential responsibilities played a strong role in the text.

The conclusions and recommendations of the meeting would be highlighted in the COP21 Conference through various channels, noted Sunil Prasad, Secretary General of the Europe India Chamber of Commerce.(ians)

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Only 3% Indian Digital Marketers Calculate ROI Correctly: LinkedIn

According to a report by LinkedIn only 3% Indian digital marketers measure ROI correctly

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LinkedIn report
LinkedIn report says that very few Indian Digital Marketers can calculate ROI correctly. Pixabay

When it comes to measuring return on investment (ROI), only 3 per cent of digital marketers in India are calculating ROI correctly — one of the lowest among all regions and lower than the global average of 4 per cent, a LinkedIn report said on Wednesday.

While 78 per cent digital marketers in India claim to be measuring digital ROI long before a sales cycle has concluded, only 3 per cent of digital marketers are measuring ROI over a six-month period or longer.

This means that many marketers are likely not measuring ROI at all, said the ‘The Long and Short of ROI’ report by Microsoft-owned professional networking platform conducted among 4,000 marketing professionals across 19 countries, including India.

“The report highlights how Indian marketers are struggling to measure the true impact of performance; they are thinking short-term and are measuring KPIs (Key Performance Indicators) instead of ROI,” said says Virginia Sharma, Director, Marketing Solutions – India, LinkedIn.

“Measuring too quickly can have a poor impact on campaigns, specifically in industries such as higher education and real estate where it can take months of consideration before sale,” Sharma added.

Most Indian marketers measure ROI within the first 30 days of the campaign, which results in an inaccurate reflection of the actual return, considering that sales cycles are 60-90 days or longer.

Measuring ROI- LinkedIn
The LinkedIn report found that Indian marketers are struggling to measure the true impact of performance. Pixabay

Fifty per cent digital marketers rely on inaccurate metrics and use cost-per-click as their ROI metric, which does not show impact-per-advertising dollar spent.

As opposed to 58 per cent globally, 64 per cent Indian marketers acknowledged that they needed to show ROI numbers to justify spend and get approval for future budget asks.

This clearly shows how pressured Indian digital marketers are internally, hence rushing to measure and prove ROI, the report noted.

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While 60 per cent of Indian marketers who measure ROI in the short term end up having budget reallocation discussions within a month, 47 per cent of Indian digital marketers don’t feel confident about their ROI measurements today, the report added.

With over 60 million users, India is LinkedIn’s fastest-growing and largest market outside the US. (IANS)