In a conversation with BestMediaInfo.com, Ashwin Padmanabhan, President, Partnerships and Trading, GroupM India, says brands and agencies need to understand that digital is a very vast medium with distinct subsets that can be used for different objectives and not just performance marketing
Brands are already spending big on martech and performance marketing but they must realise that digital as a medium offers much more than this, said Ashwin Padmanabhan, President, Partnerships and Trading, Group M.
“The way consumers are engaging with digital media, brands need to look at digital beyond media and performance and see how it can help in building brand engagement with consumers in a more meaningful manner. We need to shift the way we look at digital and what we call digital,” he told BestMediaInfo.com.
Talking about the trends that are likely to dominate 2021, he said social commerce is going to be big.
“Fashion, home decor, …