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ad:tech 2012 New Delhi: Small is the new big in digital marketing

The concluding day of ad:tech 2012 in Delhi witnessed insightful keynotes from global marketing heads and visionaries

Ananya Saha | Delhi | February 27, 2012

On the third and concluding day of the digital marketing, media and advertising event Ad:Tech 2012, the focus was on how brands could gain exponentially from putting digital media to use.

Pete Blackshaw, Nestle’s Global Head of Digital Marketing and Social Media, focused his keynote presentation, ‘Small is the new big: rethinking digital in a world of smaller, smarter screens’, around the growing world of personalised and smaller screen size, especially in countries such as India, and called for rethinking the digital strategy.

Blackshaw said, “Our screens are shrinking. It thus becomes a challenging task for marketers to simplify their message and serve the consumers. Thus, it becomes imperative to remember that boring basics, on which Nestle communication began and its digital strategy still follows the plank, still really matter.”

“The three pillars of our digital roadmap are listening, engaging, and inspiring and transforming,” Blackshaw added. Nestle, according to him, derives its digital communication strategy from localities the brand plans to capture and de-centralising its digital marketing programmes. Nestle is also about to roll out its ‘largest’ internal social network, he informed.

Richard Dunmall, Vice-President, Global Accounts & Agencies, Microsoft Advertising, shared a glimpse of futuristic technologies being adopted by advertisers and publishers in connecting with their audiences and telling their brand stories in his address ‘Exploring the future of storytelling’. He highlighted four observations in the consumer-tech space at Microsoft: “Everyone is a storyteller since new mobility is allowing us to share personal experiences; it is increasingly becoming a contextual world; this is the new face of ‘fun’; and, through the levels of engagement seen in the past 12-24 months, it is becoming more about ‘more human experience.’”

“Digital storytelling is important because experiences are increasingly becoming ‘you’-centric. With screens practically disappearing, technological innovation is going to create new human experiences,” he concluded.

In the closing keynote, ‘The DigiMarketing Imperatives’, Ogilvy Asia Pacific COO Kent Wertime shared his views on new concepts and ways of thinking that will characterise winners versus losers in the digital landscape that is dramatically shifting the global $500 billion advertising landscape.

“One million devices are connected daily, with digital devices shifting towards 10 billion. The tectonic changes in global user base will ensure that the marketing story will continue to favour digital,” he noted. According to him, the digital marketing imperatives have shifted from POE (Paid-Owned-Earned) to PUC (Participation-Utility-Contribution), and marketers need to combine the two effectively to gain customer involvement.

Other highlights at the concluding day of this largest gathering of online marketers included sessions on mobile marketing, mobile commerce, angel investors, B2B digital marketing strategies, social commerce, social search, social media metrics and SEO.

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