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...