With each passing day more and more clients and brands are looking towards digital to build consumer connect. We have tracked various such brands and their increased spending on digital media in the recent past. So be it amaron, raymond parx, lifebuoy, voltas or gillete all of them have been spending money on the digital medium.
The latest to join the fray of brands being upbeat on digital is Sonata – The watch brand from titan. Exchange4media reports that Sonata has jumped onto the digital advertising bandwagon with more than 10% of their budgets allocated for the same. Sonata is using various different tools like Clinck which we recently covered and ads via Yahoo Messenger and Yahoo India, Google – through key words Search, Rediff.com.
This is what Shekhar Agarwal, Brand Manager, Sonata has told E4M “We have reached to more than 1 lakh customers in a single day in an extremely non- intrusive manner. We see digital as an extremely good opportunity and since we are talking to the youth, I believe digital is the way to go forward. For a new advertiser like us, it is a good beginning to see that the innovation we have gone ahead with has worked very well”
The very fact that brand managers themselves are convinced on the power of digital media is a great sign for the Indian space. Though 10% is still a small part of budgets its still a sign of increasing spends. I believe the responsibility lies both with the agencies and publishers to deliver value to the advertiser and increase the pie for digital media. Its important to infuse better talent and better ideas in the space to increase the share.
