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Re-imagine to understand what is possible on digital media: Babs Rangaiah

According to Babs Rangaiah, vice president, global communications planning, Unilever, internet is a medium that is a creation of the present era and we will have to understand the nuances of this medium and re-imagine what is possible to take digital media marketing to the next level in India. Rangaiah was delivering the opening keynote titled “It’s Our Time” at Ad:Tech New Delhi, the international advertising and technology conference, held at The Leela Kempinski in Gurgaon on April 27-28, 2011.

Babs Rangaiah also emphasised that the employees of digital media agencies need to experience the space themselves to be able to work and deliver on it. According to Rangaiah, TV is far from being over in India and hence one campaign across needs to be present on different channels.

Speaking about the importance of data and measurement in the new digital media world, Rangaiah held that data is the new ‘oil’. “Marketers need to partner right measuring partners and gather data and hence plan their marketing strategy to the right target group. Nothing can be done in silos and agencies and brands need to work together to bring everything to life,” Rangaiah added.

Discussing their India plans, Babs Rangaiah said that Unilever has already increased its digital budget substantially in India and it will go up even more with more Indians going online. “Our idea is to bring our spends closer to the consumption,” Rangaiah concluded.

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