| | NOVEMBER 20178Consultants ReviewTHE SALIENT SEVEN POWERS FOR EFFECTIVE DIGITAL MARKETINGHavas Media Group is one of the leading global communications and marketing networks in the globe. A veteran in the field of Indian media, Anita Nayyar currently is the CEO Havas Media Group and tends to expand its footprint in the lucrative Asian markets.By Anita Nayyar, CEO-India & South Asia, Havas Media Groupurs is the digital age so really it's about `marketing'; `digital marketing' being a passé phrase. Digital is the cornerstone of marketing in a rapidly evolving hyper social landscape where new technologies (programmatic, AI, VR, etc.), innovative platforms (Instagram, Snapchat, Periscope, etc.) and constantly expanding data mines; possessing the capacity to disrupt the industry overnight. To add to this people with connected devices and wearable's, are all getting more intelligent by the day and it's a huge power grid. India and its government's digital-first attitude, policy and capacity makes it a welcome country, drawn to the center of world economics.In this challenging-exciting climate, the most effective marketer will be the one most agile to learn, unlearn, constantly adapt and apply the new with the old. Brands need to navigate meaningfully across mindset, people, strategy, idea and implementation.The Salient Seven Powers for Marketing Effectiveness:1. Power of Visualization`A picture is worth a thousand words.' This English idiom from the early 20th century holds so true today. Emoji's have become a new language and GIFs have been splashed across by users and brands to convey a message.Dominos introduced pizza orders with an emoji by linking a user's account to a created dominos account with a preferred order. Tweeting Dominos with a pizza emoji would yield doorstep delivery. McDonald's used emoji artwork of music notes, hearts, thumbs up, etc., for happy meals, burgers and deserts. KFC introduced for its Wednesday special offers a series of 10-second TVCs using GIFs for television. Everyone will remember the `white or gold dress' picture debate that went viral.The simplistic rendition of a picture evokes an instant psy-chological connect and emotion - positive or negative. Marketers aim to touch our `happy' buttons drawing the viewer into the mes-sage eliciting him to like, share and comment. VIDEO simplifies and connects further ­ we've all experienced this OIN MY OPINIONAnita Nayyar
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