Business Standard

How the digital media has changed the very fabric of marketing industry

Thanks to technology, the gap between the brand and consumer was bridged

Representative image

Representative image

Sagar Kochhar
The advent of digital media and technology has changed the very fabric of the marketing industry globally. From Hyundai Elantra’s virtual reality drive with Shah Rukh Khan, to the “Watch Now Buy Now” fashion show by FBB, brands are breaking with tradition in using technology-led marketing. In financial year 2018-19, digital advertising spends in India alone amounted to Rs 16000 crore-plus — a clear sign of the fact that there is no technology-in-marketing anymore. Everything is MarTech.

While traditional marketing has relied primarily on people, modern marketing has used technology as a pivot to smart-target consumer touchpoints and for better outreach.

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First Published: Dec 29 2019 | 7:48 PM IST

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