Top Story

e4m_logo.png

Home >> Digital >> Article

There are ways to deal with digital innovations: Rob Norman

15-May-2013
Font Size   16
Share
There are ways to deal with digital innovations: Rob Norman

Ever since its advent, the dynamics of digital have been constantly evolving. Growing literally by leaps and bounds, digital displayed its power and reach in events such as Facebook crossing billion users and broadband connections reaching the billion mark.

Rob Norman, Chief Digital Officer, GroupM Global expressed that marketers now have no option but to embrace digital. While it might not be an easy task, he said that there are ways to deal with innovations and innovators.

Before implementing or adapting to any kind of innovation, marketers can ask themselves a few questions that can help them determine how much an innovation makes sense to them. The first and basic question to ask is how many people are using a particular technology? Does it have an enough big user base for a brand to adapt it? The next step would be identifying barriers. Norman explained that nothing that is launched becomes an overnight success and has barriers in the initial phase. “When Facebook was launched, it did not have a billion users from the very first day,” said Norman.

Digital being a constantly evolving medium, brands cannot adapt to every innovation. Thus, to make sure that a particular technology makes sense to the brand, marketers need to know what kind of data will it create for them and how will it help. They (marketers) should also realise that massive changes are not acceptable and thus, before adapting any change, brands should know its infrastructural implications.

Another element that brands should look out for is whether or not a particular innovation helps transfer as a creative asset for the brand. Does it help give a richer experience to the consumers? The last factor to be taken in consideration is identifying the scale at which a particular innovation has to be executed and whether it serves the purpose and gives satisfaction.

We now live in a fragmented sea of brand messages and marketers will not be able to able to rely on campaigns like before. Norman stated that marketers now need to determine the needs of the consumers, find out how do they prioritise content and innovate accordingly.

Rob Norman shared his views at a conference organised by Indian Society of Advertisers, Mumbai on Harnessing the Power of Digital Advertising

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.