Delna Avari, Mentor and Consultant, and former Marketing Head for Passenger Vehicles at Tata Motors, is a part of the jury for the latest edition of exchange4media’s Indian Digital Media Awards (IDMA) 2017. In an interview with exchange4media, Avari shares her thoughts on digital advertising.
What are the trends being seen in the digital advertising space?
There is always a fair use of jargon in the digital space but keeping that aside, there will be a continuous focus on building digital experiences rather than just campaigns. The increase of real-time data and the sheer volume of data will drive the use of big data analytics for consumer insights, market insights and overall prediction.
The pressure on budgets will drive a focus on marketing automation, conversion rate optimisation and better use of retargeting and programmatic. The better use of content marketing, whether in the form of communities or through influencer outreach, is expected. We will also see more of affiliate marketing partnerships.
There will be a greater interplay among various media even while treating each as a unique medium like in mobile advertising.
From a creative perspective, what are Indian agencies doing right or wrong?
The industry has undoubtedly matured with a greater understanding of the need to optimise a creative for a particular medium rather than a one-size-fits-all. This needs to be built on further with a focus on ROI by medium and creativity.
How do brands and agencies retain consumer interest and attention today?
The principle is the same, irrespective of the point in time or the increased complexity. It is always about relevance and belonging. As long as you continue to build meaningful digital experiences as well as a community feeling, you will see success.
How can brands get their messages across amidst the clutter? What is your advice to them?
A creative, clutter-breaking message can get attention but unless it is relevant and builds strong association, it will be just another highly shared piece of work unrelated to the brand itself.
What are the key challenges that digital advertising is facing right now?
The pace of change is much higher, the pressure on budgets continues and understanding what will work and deliver the right returns needs a lot more strategic thought than just keeping up.
IDMA 2017 will be held on June 16 at Taj Santacruz in Mumbai. This year’s edition will also feature a full-day conference, TechManch.