Digital can be mainstream in 10 years
Youth in the larger metros and hand-held devicescould be responsible for driving this change.
Social Communities Will Be a Part of Life
Current Global Trends:
Auction-Based Buys Will Take-over
Digital Media Agencies Will Buy Audiences
As it is an era of an increasingly data-driven market where consumers play a central role,traditional ad space buying model will slowly disappear, in exchange for an audience-centric model with greater efficiency to eliminate campaign waste.
This is the most outstanding trend that every marketer, publisher, agency, data mining company and technology enabler will have to watch out for.
Real Time Planning Will Take Over
Pre-campaign planning will be replaced by planning during the campaign. Instead of inventory, marketers will choose for an audience based on valuable intelligence that satisfies an advertiser’s requirement in real time.
Websites Will Be Critical
Connectivity Will Be Independent of Devices
By 2016, it will all be about connection and what your device can do to achieve that. Media communications will be simplified owing to everything being well connected. Increased compatibility will facilitate communication across multiple platforms through which, the advertising industry will benefit tremendously.
Technology Will Drive Marketing Online
Will we be using a search engine like Google in 5 years? Will we be using desktop computers in 5 years? What will future social networks look like?
The acceleration of innovation in online technologies and the ways we can discover, consume and engage with information can be a challenge to keep up with.
Technology Will Drive Creative (& vice-versa)
App-based Behaviour Will Drive Mobile Ads
Location Based Services on the Go Advertising
Branded Apps Will Be a Norm
M-comm will take Over E-comm
Digital Will Go Beyond Desktops & Hand-held
Consumer-centric Approach v/s Brand Approach
Brands with Pull Strategy Are the Dark Horses of This Race over push strategy.
We build a digital architecture that is rooted in research, strategy, branding and content. Layering it with the right brand building assets and maximizing deliverables with the right reach vehicles and technology in the digital spectrum is the key. Through this approach, we strive to achieve the extraordinary and build businesses.
Chaaya Baradhwaaj founder of BC Web Wise. Her opinions here are based on watching the digital media evolve in the country very closely for over two decades.