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Welcome to the 26th video in our Ad Vision series of interviews leading up to Cannes Lions 2011!
Today’s Ad Vision interview is also this week’s Asia Perspective, with special focus on marketing challenges and opportunities in India. According to Namrata Balwani, COO of Media2Win, scalability is a key comparative advantage India holds, given the sheer size of its population. Of course, your product is only as successful as the ability of consumer to use it – well, while the diversity in India necessitates language-based customization, the rate of digital adoption in India is arguably faster than that in the US. Balwani predicts that India will have caught up to the West in terms of wide-scale use of digital media in just a couple of years.
What should we be thinking about when marketing new media in this region? Well, for one, Balwani notes, “The first and foremost thing we need to do is lose the fear of what would happen to your budget if you went on to digital.” A theme consistent in our Ad Vision interviews: calculated risk-taking is, on average, more likely to unveil profitable returns than not over the long run. Digital is buzzing in India, and the familiarity with traditional media is what can – and often does – hold us back.
Secondly, Balwani reminds us that “digital is an integrated aspect of a marketing campaign – not an add on.” With the acceleration rate of digital adoption in India and scalability, digital marketing in India may offer an opportunity not fully realized – and brimming with possibility.
To view more videos as they are released, keep an eye on our Cannes Lions microsite and follow us on Twitter using the hashtags #AdVision and #CannesLions.
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