Succeeding in the digital world - insights from Coca-Cola, IBM and Yahoo

Preeti Chaturvedi

Few countries have garnered as much recent attention from marketers as India. Rapid growth in affluence levels, the modern retail sector and digital media across the country, in particular, have provided domestic and overseas companies with an array of new opportunities. However, the scale and pace of change also means these firms have not been immune to the megatrends that are currently reshaping the consumer landscape in other major markets.

Alyssa Altman, a vice president at SapientNitro, the agency, brought this point home at ad:tech New Delhi 2013 by citing some highly telling survey findings. Fully 88% of marketers questioned for the poll agreed that their industry now faces more challenges than ever before. In elaborating this point, Altman told the conference audience they must consider three factors: