What next for digital marketing?

A differentiated branding and communication strategy is the order of the day

Over the past half-decade, we’ve witnessed the hubbub any large-scale Indian event brings, in this case the long-heralded arrival of ‘digital’. Some feared, like Chief Vitalstatistix of the popular Asterix comics, that the sky would fall on their heads. Others positioned themselves as architects of a new dawn. We’ve had clarity-obscuring clouds of opinion, half-information and misinformation. Calm minds have worked through this, like pilots bringing airplanes in to safe landing in poor visibility. 

As we approach the centre of ‘digital’, the clear signal we receive is of essentially three kinds of brands: 

• The digitally marketed, digitally consumed
• The digitally marketed, physically consumed
• The