The Anchor: 6 reasons why brands can’t ignore digital

13 Mar,2012

By Vineet Gupta

 

#1 Digital is no more youth-centric or an urban phenomenon. It cuts across various age groups and touches a cross-section of society. For a brand it becomes imperative to be present in a medium that cut across geographies and age groups.

 

#2 Digital is not an advertising medium but a medium of engagement. If earlier, it was brands that were sending out information to the consumers, now it’s a reversal of that game. Consumers seek information and are proactively engaging with brands on the digital platform, thus giving brands immense opportunity to engage with their consumers in a much more meaningful way.

 

#3 Today, it is about mobility and being connected on the move. The consumer is engaging on a real-time basis with brands while being on the move. Access is via multiple screens and it doesn’t really matter where and how the consumer is connecting – but it’s important that he or she wants to be connected at all times with the brand.

 

#4 The early adopters of the digital medium were brands that were looking for lead generation. Now many brands have gone beyond that and built an entire eco-system around the digital platform, including building communities or developing e-commerce platforms. This is the way forward for brands.

 

#5 The future belongs to brands that have understood this medium and are using it not just for a brand building exercise. One has to realize that digital plays an important role in the purchase decision. Therefore there is a need to understand that it is much more than a marketing medium and all aspects like information, consumer feedback, sales and distribution should be built on this medium.

 

#6 Lastly, digital is an important medium in the purchase funnel. Whether it is seeking information, desire to purchase or the action of purchasing, all can be done on this medium. Brands have to look at digital beyond just advertising.

 

Vineet Gupta is the Managing Partner of 22feet.

 

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