With increase in consumption of digital media, marketers are faced with a new set of challenges in reaching their audiences with the right message, at the right time and through the right channels. The range of media options, technology platforms, data availability and data governance requirements have added a tremendous amount of complexity to the practice of marketing.
Sharing his views on the evolving trends in multichannel digital marketing, Rob Norman, Chief Digital Officer, GroupM Global noted, “In 2012, we noticed a major landmark in digital media and the beginning of a new phase in digitisation of media.”
Norman further said that today, access to information and the internet is no longer limited to just the desktop PC, but has proliferated to multiple screens and is on the go.
Stressing on the need to embrace innovations taking place in the technology space, he added that the various innovations have made it possible for brands to connect with consumers without fear of disruption. “Newer technology is helping brands amplify the brand experience and stretching it beyond a single media. Thus, technology is increasing value and efforts by marketers.”
Norman was sharing his views at the IMPACT Digital Marketing Meet, held in Gurgaon on May 13, 2013. Hindustan Times and HT Mobile Solutions were the presenting sponsors of the event. The associate sponsors were Times Internet, Lifebuoy and Mouthshut.com; BBC.com was the networking sponsor; and the event was supported by Digital Market Asia.