Why brands should focus on digital ad spends

At TechManch 2019, experts from the marketing industry share their views on ad spends shifting from traditional to digital media

by Noel Dsouza
Published - Jul 3, 2019 8:40 AM Updated: Jul 3, 2019 8:40 AM
Digital

On the sidelines of TechManch 2019, exchange4media’s digital and marketing conference, industry experts shared insights on how brands can leverage from digital marketing trends.

Due to the prominence of digital media, many marketers are shifting their ad spends to digital. We at exchange4media spoke to selected speakers about this shift in ad spends and whether or not brands should give more prominence to digital media spends. 

Clyde Nunes Director, Sales, Truecaller, said, “When it comes to digital I think ten years ago digital was at a very nascent stage. It was just a check mark that marketers wanted to cross. Now digital is something you can’t ignore. Like I have always said there is no digital marketing, there is actually marketing done digitally. That is where your audiences are moving. Audiences were first on print than radio and television. Today, everyone has a smartphone in their hands and it is hard to ignore a smartphone consumer today. And if they are consuming content on digital, we have to spend on digital. Brands are soon realizing that.”

Media spends are shifting towards digital primarily motivated by the fact that it is measurable. The second big shift is also happening in terms of the consumer's patterns and the way brand-related information is consumed. 

The need of the hour according to Vivek Sharma, CMO, Pidilite is, ‘Digital investments’. Sharma said, “Media spends are shifting from traditional to digital, that isn’t a surprise. However, the point to look at is where these digital spends are going.  Are these spends going only on brand building? Are they only going for performance management or other areas? More digital spends will be forced to go towards driving ROI on marketing investments. Where the performance of the brand can be shown to be made in a different fashion because of digital investments. Or where the brand building and brand preference change due to investments shown differentially. That is the need of the hour for digital investments. Specific measurements under definite ROI which is shown on digital marketing spends.”

Sabyasachi Mitter, Founder & Managing Director, Fulcro, added that although media spends are shifting to digital, they are beneficial only in certain areas. “One of our clients, a mobile phone brand, is sold online and most of its brand launches are 100 percent on digital. So if you really contrast this approach to the past where there was newspaper or outdoor advertising there is a 100 percent shift into digital certainly. There are a lot of products that are digitally driven products and insurance products where you see far less TV advertising than ten years back. There has been a significant shift in media monies. Even the product contributions are going from 40-50 percent on digital”, he said. 


 

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