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India is still far behind in advertising that understands digital media: Elisa Steele

According to Elisa Steele, chief marketing officer, Yahoo, India is still quite far behind in terms of advertising that understands digital media and that is why digital media spends accounts for only 4 per cent of the entire media spends in the country. Steele was delivering the second keynote on ‘The Future of Digital Marketing: Engaging Consumers like Never Before’ on the first day of Ad:Tech New Delhi, held at The Leela Kempinski in Gurgaon on April 27-28, 2011.

According to Steele, “Advertising agencies in India should attract talent who understand data to make digital effective and marketers need the support of sales, operations, and the product teams to fulfil the brand promise.”

Elisa Steele further said that change is a source of fear, but change also brings in a chance to be a leader. “The media landscape in India is changing and most consumers are migrating online. Brands should follow the wave,” Steele added.

Elisa Steele stressed that differentiation, distribution and decision make a brand building exercise successful. “Consumers now don’t say that they want coffee, rather they say that they want Starbucks. Now that is differentiation. Brands should figure out how they are different from the competition and decide a balance between data and insights for digital marketing,” Steele said.

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