Media penetration is a central issue for every media planner. With digital distribution now competing with traditional media, Mindshare South Asia CEO Amin Lakhani emphasized the importance of building the entire marketing pipeline with a digital-first approach in his Meta Performance keynote.According to Lakhani, “We spend a lot of time understanding, solving and controlling how we access digital platforms.” Meta has made media placement much easier. Take tools like Ads Manager, for example. It allows us to leverage data across platforms and execute data-driven marketing across all three aspects of the funnel (top, middle, and bottom) in a strategic and effective manner.
Lakhani talks about the potential and transformative power of digital platforms to reach diverse audiences and talks about the largest hyperlocal program run by one of his clients, Maruti Suzuki. Meta also enabled the brand to target its customers at the sales level and improved the ability to fully activate the funnel.“India is becoming a diverse country and each batch has the potential to build a complete pipeline from discovery to transformation,” believes Lakhani.
Lakhani shares his insights on the top digital marketing trends of 2024 and believes influencer marketing, connected TV advertising and gaming could become key advertising trends.
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Generative AI, which can generate text and photos from questions, is still "in a boom cycle," Bernstein analysts said in a research note earlier this month, but investors are now "looking for additional use cases and revenue streams." “These recent developments.
