Top Story


Home >> Marketing >> Article

Conviction, simplicity and sense of humour key on digital medium: Arnab Goswami

Font Size   16
Conviction, simplicity and sense of humour key on digital medium: Arnab Goswami

The launch of the first Dentsu Aegis Network exchange4media Digital Report took place last evening in Mumbai. The report looks at the growth of digital advertising, the factors responsible for the growth and the future of the digital medium and digital advertising.

On the occasion of the launch, Arnab Goswami, MD and Co-founder of Republic TV, shared his thoughts about the digital medium while also talking about how he, himself, views the digital medium; something, as he confessed, he did not pay much attention to till a few years back.

According to Goswami, the strength of the medium lies in the fact that one can build a "massive" media brand by solely focusing on the digital medium. Giving his own example, he said that even though his job as a journalist was on television, the digital medium allowed him to interact and engage with his viewers.

Talking about the digital audience he said, "People on digital do not take anything at face value. What they want is authenticity. They want you to relate to them. What they want is a straightforward emotional connect with the product, whatever it is. They are not concerned with numbers."

He called television a "democratic, fragmented medium", given the innumerable choices viewers have. But, according to him, the digital medium actually takes this to a much higher scale.

"Make a claim on digital only when you are 100 per cent sure," he advised. "Because you will be challenged just once and hated a 1000 times."

He further advised the audience that it is better to stick to a single message on the medium as the digital audience is impressed by quality and conviction and not quantity.

To sum up, he stated that three important lessons to keep in mind on the digital medium are to have conviction, to keep the message simple and to have a sense of humour, viz., to not take yourself and your brand too seriously.

Tags #DANe4mreport Television

Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

The campaign has urged all women to go for an early detection of breast cancer.

The sticky banner appears to show up in YouTube pre-roll ads of other brands, like a standard in-video banner. And the adhesive power of the banner is so strong, that even the characters in the ads ca...

Conceptualized and executed by GREY Group, the latest campaign for ENO demonstrates how the sudden onset of acidity can not only disrupt an otherwise fun moment, but has the potential to derail the ce...