Digital Marketing Power

Social media is no longer a reminder or subsidiary medium. To understand and invest in this medium, marketer need to have a strategy in place, risk appetite in case of failure and a measurement system which is in sync with the brand objective.

Dos and don’ts of social media have been chalked out quite a lot of times. However, experts express that to make the medium a permanent part of the media mix without risking RoI, there are a few business rules that they can keep in mind.

Saurabh Sharma, planning partner, Ogilvy & Mather China, shares his insights on the intersection between digital technology and luxury marketing. He says luxury marketers have much to gain by understanding and deploying digital technologies, especially in large markets like China and India.

How the legendary brand blew up its single-slogan approach and drafted a new playbook for the digital era.