Digital growth in India: Insights from Coca-Cola, Google and Yatra.com
Preeti Chaturvedi
Any discussion of digital-media usage in India inevitably leads to an outpouring of statistics showing how rapidly the country's consumers are embracing the new-media revolution. The 8th Digital India Summit, organised by the Internet and Mobile Association of India, certainly did not disappoint in this regard. But underneath the impressive growth figures lurked a clear feeling that a greater precision and granularity of metrics may now be required.
Rajan Anandan, managing director of Google India and IAMAI's chairman, predicted that 2014 will be a landmark year, as the...