GroupM, India's largest media investment company has launched the GroupM India Digital Playbook. This Playbook seeks to guide brand advertisers on the fast evolving digital media space in India.
The always moving, always new, always-on digital and mobile screen experiences that are prevalent today constitute a new media phenomenon. This brings immense opportunities as well as new challenges on how brands now need to converse with their customers. Successful brands will be those that can adapt to the unrelenting pace of digital innovation.
To help brands in this endeavour, GroupM has got some of the best digital minds in the country to come up with 7 actionable opportunities in the coming year - like mobility, real time content and media, digital and experiential platforms. The playbook further details several milestones - including creating a matrix of outcomes and drafting a mobile first view- that brands should aspire to achieve this year to capitalize on these opportunities. The playbook recommends that brand advertisers adopt a holistic insights and data driven approach with integrated marketing technology framework as the key enabler.
Tushar Vyas, Managing Partner – GroupM Interaction said, “The digital revolution has now become an avalanche. This in turn opens greater avenues for brands to reach out and communicate effectively with their target audience. The GroupM India Digital Playbook aims at providing a blueprint to help guide marketers through the twists and turns that await us.”