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‘Brand owners need to evaluate the efficacy of digital media in the long term’

20-August-2011
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‘Brand owners need to evaluate the efficacy of digital media in the long term’

“I think measurement in any business is really important. In fact, as ensuring targeted audiences and driving customised marketing campaigns starts becoming increasingly important, digital will emerge as a hugely powerful medium. However, a critical aspect that brand owners must realise is that in addition to measuring the immediate outcome, they need to evaluate the efficacy of digital media in the long term as well,” advises Neville Taraporewalla, Country Director, Advertising and Online, Microsoft India. More

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Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.