The advertiser has tried to communicate with someone lying on the couch half asleep for a long time… The man has woken up now. Mobile content, Digital TV, downloading of TV series, online video and search for information on the net are new habits in media consumption and growing at a phenomenal pace. Cross section of the society use the web for business, entertainment and information. Even tens of thousands of farmers in India use the web at the E Choupals and other such projects. This is not the future. It is a present day scenario. So brands cannot reach people only by buying media alone. The consumer is front of the computer actually decides what he wants to see. He is the new creative director. How do you please this guy? So what’s different? Leap from brand communication to brand interaction You have to earn consumer’s attention rather than simply buy it (on demand media) Social and Viral network can exponentially increase brand equity Marketing, evolving from media mogul determi...
