Digital media is central to new marketing plans, as it is able to connect with consumers in a far more effective manner than other mediums, says Neil Hudspeth, Regional Digital Director – Asia Pacific, Leo Burnett. Speaking to exchange4media, Hudspeth talked about the changed landscape of marketing in a post-digital world, and why he feels that the growth of digital advertising last year was not a one-off, but rather an indicator of the growing relevance of the medium.
He said that in a post digital world, brand purpose must become a byword, with a clear policy towards transparency and authenticity. He said, “With the speed of communication, it’s hard to sweep things under the rug, so you have to be authentic, without losing the brand purpose. You need to convert viewers not just into buyers but also loyalists, who will espouse the brand.”
He went on to talk about how the digital medium is today central to all other mediums, and can be used to bridge and integrate the different communications available to brands, for example by putting QR codes in billboards, or Bluetooth connections at retail counters to create a holistic brand message ecosystem. He also talked about regional disparity in the Asia Pacific, and that spending in the medium is going to continue to grow at a breakneck pace.
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