Kartik Sharma, Managing Director, Maxus South Asia highlights the top five significant trends that stood out in the media scenario in 2013.
The digital ecosystem: Digital is no longer a medium, but an ecosystem; understanding of this ecosystem with all its components becomes very very important.
Huge emergence of a second screen: With more than six and a half million tablets, many other forms of communications beyond television emerged strongly this year.
Content integral for brands: Today, media and technology are able to get consumers closer to brands and target consumers better; having a good content strategy throughout the year will be the key.
Separating and optimising Data from the noise: Both globally and in India saw the emergence of Data. Data is now coming in all shapes and forms; with new media tools such as social media, every action of the consumer is leaving behind some kind of data trail, which leads to a lot of ‘noise’. The challenge is to derive the insights from the relevant Data and optimise it.
A series of small ideas: Last but not the least is good old idea, which is core to anything that we do. My belief is that it is not one big idea, but a series of small ideas that add up to the impression of the brand, which is critical in any form of media.
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