Rewind 2013: "It's a series of small ideas that add up to the impression of the brand"
Kartik Sharma, Managing Director, Maxus South Asia highlights the top five significant trends that stood out in the media scenario in 2013
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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