MUMBAI: “We recall that, at WPP Stream India in February 2014, the renowned filmmaker Shekhar Kapur metaphorically referred to digital marketing as Shiv Tandava. We whole-heartedly agree with Kapur’s viewpoint,” is how the GroupM opened and launched its India Digital Playbook.
The Playbook seeks to guide brand advertisers on the fast evolving digital media space in India.
With India now standing at third position globally in internet users after China and US, the user growth is brisk- India today has 2.3 times the users that it had three years back. As of June 2014 India has 243 million internet users. For marketers, this comes as a significant challenge as well as opportunity to re-look media priorities and mix to take advantage of this shift.
The always moving, always new, always-on digital and mobile screen experiences that are prevalent today constitute a new media phenomenon. This brings immense opportunities as well as new challenges on how brands now need to converse with their customers. Successful brands will be those that can adapt to the unrelenting pace of digital innovation.
To help brands in this endeavour, GroupM has got some of the best digital minds in the country to come up with seven actionable opportunities in the coming year - like mobility, real time content and media, digital and experiential platforms.
The playbook further details several milestones - including creating a matrix of outcomes and drafting a mobile first view- that brands should aspire to achieve this year to capitalise on these opportunities. The playbook recommends that brand advertisers adopt holistic insights and data driven approach with integrated marketing technology framework as the key enabler.
GroupM Interaction managing partner Tushar Vyas said, “The digital revolution has now become an avalanche. This in turn opens greater avenues for brands to reach out and communicate effectively with their target audience. The Group M India Digital Playbook aims at providing a blueprint to help guide marketers through the twists and turns that await us.”
The report goes on to say that currently the marketplace is very cluttered and fragmented in India and Programmatic Advertising has become a “catchall” term that the industry is using for behavioural targeting, real time bidding, exchange buying and all sort of things. Through the Playbook, the media agency wants to help marketers traverse this maze where it has outlined a few key recommendations on the Programmatic Advertising Strategy.
