Industry experts on what plagues digital media in India & why

Indian Digital Media Awards aim to bring top industry leaders, marketers, brand custodians and decision makers of the country under one roof. The 8th edition of #e4mIDMA is scheduled to be held on 16th June 2017 at Taj Santacruz, Mumbai. This year’s grand jury was chaired by Manoj Kumar, Managing Director & Area General Manager – ISC, GlaxoSmithKline Consumer Healthcare.

Keep reading to know the sentiments of the grand jury members on what plagues digital media in India & why.

Juzer Tambawalla, ‎Head Of Marketing, Franklin Templeton Investments

There is a gap in the pace at which technology is evolving and the ability for marketers to leverage it. Platform owners like Google, Facebook, and LinkedIn etc. will have to take ownership of strengthening the intellectual capital of the ecosystem.

Prashanth Challapalli, Chief Integration Officer – South Asia, The Leo Burnett Group

Digital is still a nascent practice, it’s only about 10 years old here. To expect AR and VR and other innovations to take off is unrealistic because we don’t have the infrastructure…

Rob Aalders, Serial Entrepreneur

The synergy between ecommerce and digital media needs to develop in India. Many young people use internet a lot, the growth numbers are staggering. Yet technology is not available for all which is a great pity.

Sumit Aggarwal, Director, Oracle Marketing Cloud

Excessive obsession with performance and ROI and not focusing on consumer experience plagues digital media in India today. If we fix consumer experience, engagement and journey, rest will automatically start delivering.

Manoj Kumar, Managing Director & Area General Manager – ISC, GlaxoSmithKline Consumer Healthcare

A common currency of measurement and a common industry agreement on what constitutes a view is needed. Regional language content has huge headroom for growth in India; especially with regional search coming in on Google.

Manik Nangia, Director Marketing & Chief Digital Officer, Max Life Insurance

  1. Measurement mechanisms aren’t robust and ability to audit is limited.
  2. Not enough effort is being put into triangulating the Message, Media& Audience – these three need to be in-sync for marketing to work!

Delna Avari, Mentor and Consultant

I believe we have grown by leaps and bounds and in many ways are leading the charge so to speak. Yet, there is a reality that we think of digital separately & at times as an afterthought even today. There is a lot of jargon that still floats about and structures are still too complex. Also the focus on true/real v/s notional ROI is not adequate.

Jonathan Bill, Co Founder CEO, Credit Mate

India is still plagued by dubious advertising ROI and poor accountability especially among ad networks. In the end this causes advertisers to focus their spends on a few international platforms.

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