Digital is finally witnessing its inflexion point, say experts at e4m Techmanch Webinar

With traditional media outlets experiencing a slump during the lockdown, experts believe digital has become the saving grace for marketers to keep their brand recall alive

e4m by exchange4media Staff
Updated: May 5, 2020 8:25 AM
Tech Manch

The COVID-19 lockdown period has seen digital platforms buzzing with unusual traffic volumes. It seems as if the digital medium was waiting for an extraordinary event to assert its importance which was denied to it, and now it is back with a vengeance.

With traditional media outlets going for a toss in this lockdown period, digital has become the saving grace for brand marketers to keep their brand recall alive.

At the recent e4m Techmanch webinar on “Is digital marketing the best bet for marketers for now,”, digital marketing experts underlined why it was actually the case.

The speakers at the webinar included: Jahid Ahmed, Vice President and Head – Digital, Content and Social Media Marketing, HDFC, Gaurav Tyagi, Practice Head- Digital Marketing, IndiGo, Anushree Ghosh, Head Of Digital - Strategy, and Media, ITC Limited and Shruti Khanna, Deputy Manager – Digital & Retail Marketing, Ford India.

Underlining the fact that digital has seized its moment with the enforcement of the ongoing lockdown, Anushree Ghosh of ITC said that this could be that watershed moment which could turn out to be an inflexion point for digital. 

“Perhaps this lockdown can be termed as one of those inflexion point moments. But if you look at the last year or so, since we got into this stage of slowdown, digital has become the go-to medium for brands. The lockdown has moved consumers to wherever content is being served and digital happens to be one of the largest such mediums.”

Speaking about the growing clout of digital, Gaurav Tyagi of Indigo said that this was the right time for those companies which did not fully develop their digital strategies to adopt digital. 

When asked whether this spike in digital was a reversible trend or something that would stay here for long, Shruti Khanna of Ford said, “The acceptance of the digital medium is really increasing. And that is the reason why it will keep growing from here. The new normal can be virtual experiences. 

I would say, never say never. We had never thought that digital could compete with traditional media. I believe digital is going to hold a bigger pie in the marketing mix as we move on from here.”. 

Jahid Ahmed of HDFC spoke about the need to put in place a robust metric system for digital to leverage its growing clout.

“This is the time God has given to digital marketers, I would say, please take it with both hands.  This is not a time for tactical campaigns, in fact, it's time to take a step back and understand the purpose of your brand. This is the time when organisations should present themselves in a nice way across the digital spectrum. This is the time when digital teams should get all the metric tools embedded so they could prove to their senior management that digital is the way to go forward.”

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