India's Digital Economy Will Be Growth Stock In Future, Say Experts

The conversation around digitalisation is gaining momentum and most experts believe it to be the big disruptor in the field of marketing. To commemorate the big wins of the digital ecosystem, BW Marketing World, along with DDB Mudra Group, unveiled their first-ever Digital Almanac 2022, a repository of comprehensive strategies for those whom digital is the conduit of both present & future growth. 

The book launch in Mumbai witnessed the presence of some of the industry leaders that broke the clutter and suggested efficient ways to navigate this space seamlessly. 

The experts discussed how every sector has embraced digitalisation as mainstream, instead of using traditional marketing tactics. Being optimistic about the growth of digitalisation, Chirag Bhatia, Sr Vice President, Account Management, DDB Mudra Group comments, "In a span of three years, or rather half the time, there will be 900 million users online. It will be a growth stopper. "

Establishing brand stories in the minds of customers has become an integral part of the digital ecosystem more than ever before and is consciously embedded in the martech stack. Diving deep into the story building of brands, Preetham Venkky, President, 22 Feet Tribal WW and Chief Digital Officer, DDB Mudra Group and Sameer Narkar, Founder and Chief Product Architect, Konnect Insights question the attention span of consumers in today's day and age. For them, the focus is really a challenge for brands to grab their consumer's eyeballs.

Taking a firm stand on this, Anil Singh, Managing Director, Procam International asserts, "The brands should incorporate empathy, wellness, and community into their story, and it is impossible to showcase that in 3-5 seconds.” He adds how digital is a vehicle which is not meant to meet any timeline.

"The brands should cater to the smaller time format of storytelling and also leverage it, in addition to the long format," suggests Nupur Sharma, Sr Partner-Digital Strategy, DDB Mudra Group.

Comprehending the value of content in storytelling, Ankit Prasad, Founder and CEO, Bobble AI comments, "Brands should actually be concerned about how long the content is going to last in the consumer's mind.”

The brand's storytelling involves keen calibration towards meeting the consumer's demand. "Personalisation and customisation of content is the key. Brands should make sure that the data available to them should be personalised," emphasises Shetanshu Dikshit, Lead Digital Communications, Pernod Richard India. He further states how 79 per cent of people on Instagram find the ads boring as they are generic.

Speaking about the future, experts see change as the only constant element in digital. "The pitch is going to be the same, even the rules but the format will be changed," they believe.