Marketing in India: To Target New Audiences, Advertisers Need to Go Local and Mobile - eMarketer
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eMarketer Interview

Marketing in India: To Target New Audiences, Advertisers Need to Go Local and Mobile

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An interview with

Rohit Uttamchandani

Head of Performance Advertising and Content Marketing, Social Beat

Topics:

Interview summary

Social Beat is a digital agency based in India that offers a variety of marketing services to clients, among them branding services, social media marketing and search engine marketing. eMarketer’s Rahul Chadha spoke with Rohit Uttamchandani, Social Beat’s head of performance advertising and content marketing, about why traditional channels remain an important part of the media mix in India, and why brands have to localize their content to connect with audiences.

Interview

eMarketer: Are advertisers in India still resistant to the idea of dedicating some of their spending on digital channels?

Rohit Uttamchandani: For a lot of the companies that are not very technologically advanced, the senior marketing team is still new to the idea of digital. They’re still more focused on traditional channels, so guys who have been in marketing for decades know very little about digital. These guys need to understand the power that digital has in terms of reaching the right audience, and also driving results at lower cost than traditional probably would. So probably over the year, or the next year or two, a lot of that shift will happen.