Anchor | One Big Idea by Madhukar Sabnavis: Digital will change the game, for advertisers and marketers

29 Jan,2013

By Madhukar Sabnavis, Vice Chairman, Ogilvy and Mather, India

 

The One Big Idea that will be a game-changer will be in the digital space. Digital has transformed the business world, and it’s going to change the way brand-building will be done in future. We are just waiting for the tipping point.

 

There are already over 800 million mobile handsets and over 150 million internet users. That’s enough hardware for software to be developed on. Print brought in the era of information in advertising, television drove emotional affinity. Digital will drive engagement – the highest level of brand connection.

 

Whether through mobile applications or social networks or retail activations, digital is at the cusp of breaking free. All that is required is the creative firepower and ideas to emerge to show clients the way – give them the confidence to back it. It will then make branding a two-way conversation from the one-way communication that most advertising has been during the television era. It will necessitate new metrics of measurement and a mindset change from mass market thinking to more segmented, focused and targeting marketing. It will mean that marketers will have the opportunity to address both consumers and shoppers which traditional media didn’t enable.

 

What final form it will take, one can’t tell today. There are exciting times ahead.

 

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