<b>Amaresh Godbole:</b> LIVE it. Or you're dead

Brands are more action-oriented today, thus increasing spends on experiential marketing

Ever since Twitter’s acquisition of live-streaming app Periscope in 2015, digital media has seen the race for live events only heat up. Youtube and Facebook Live, along with  Snapchat are slugging it out for a share of audience eyeballs, and of course, the share of wallet from marketers.

So what is driving this scramble? It is a combination of cultural and economic factors accelerating demand. The thing to remember is that most of this is devised for digital natives.

Audience mindset

FOMO — the fear of missing out — is very real. Societal and self-imposed pressures to do more has