Anita Nayyar: Know Your Jury – Adobe Digi100

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Anita Nayyar is a veteran of the Indian media industry. As CEO, she took on the mandate of expanding the Havas Media Group footprint in the emerging South Asia markets in 2006. She has recently been promoted to be the CEO – Havas Group, North India and is now responsible for both media & creative, under Havas Group’s “Together” approach.

Her 30+ years in the industry have seen her manage a portfolio of brands across sectors. A prominent speaker, moderator, panelist and judge at all the major events and awards year on year; her views and opinions are sort by the media.

She has led top agencies in India including Sistas, Saatchi & Saatchi, Ogilvy & Mather, Initiative Media, MediaCom, Mudra Communications and Starcom Worldwide

What, according to you, will be the key trends we will see in the digital marketing strategy of the future?
In the past 20 years, every industry has gone through some form of digital transformation but few industries have been as heavily impacted as the advertising industry. Be it the YouTube content fiasco in the UK, or the impact of demonetization in India, change and disruption have always been the cornerstones of the adverting and media industry.
As the world of connected devices expands, for example through the Internet of Things, it means more data is produced, tracked, and analysed. More data fuels the improvement of machine-learning, forcing media agencies to invest in areas that would drive and sustain the ongoing digital revolution. Some key trends to watch out for:
  • Age of stories
Consumers today are more aware than before, thanks to the World Wide Web. Marketers, in order to engage with their audience, have to find better ways of portraying the brand story across all platforms.
  • Video in demand
With an increase in mobile users and people having access to the net, videos have emerged as a prime platform for advertisers. Videos and gifs have taken over the nation. Advertisers will need to use this to their benefit and communicate with their audience using impactful visual content.
  • Personalised and native ads are the new black
With more and more ads being displayed to a consumer on a daily basis it becomes absolutely important that your ad leaves an impression on the customer. This is where personalised and native ads come into the picture. They create a sense of individuality, make a customer feel understood and important and thus, leave a sense of connect with the advertisement.
  • Brand safety is priority
Ad blockers, ad fraud will come more into play, programmatic will become mainstream as brands turn to it for effective campaigns.
What is the most important thing to keep in mind when creating a digital marketing campaign?
With their customer present everywhere, brands need to take their ads wherever they are. Real time marketing needs to be more than a buzz word as brands will increasingly need to connect, interact and engage their customer basket. Content will continue to play an important role in creating an effective digital campaign. Content that is meaningful has a direct impact on the consumer’s personal well-being. The greater the impact on our personal well-being, the more meaningful a brand becomes and the better business results it achieves.
What is the key trait of emerging leaders in the digital marketing landscape?
Needless to say, digital leaders must be tech savvy enough to understand what technology platforms exist in the marketplace that can help bring marketing strategies to fruition. They should possess a high level of knowledge about different digital marketing channels and the best use cases to execute on these channels. They should have the ability to spot trends in data, lay out key performance indicators and put systems in place to measure success. In this day and age, digital collaboration is intrinsic to the success of most departments in an organisation and hence, the most important trait for a successful digital leader is to be collaborative & have proficient networking skills. In a nutshell, being a successful digital leader means being innovative, creative, collaborative, experimental, curious, able to network, and most importantly, has the ability to remain relevant in a landscape that is constantly changing.

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