Why it matters

With India’s online marketing landscape still emerging, it’s easy for marketers to get lost in the myriad of technology tools, audience tracking and platforms. Brands must not lose sight of the big picture when it comes to digital marketing – staying true to what the customers want.


  • Have very clear goals which include specific results that brands want to achieve within a specific period.
  • Focus on building a strong emotional connection with the consumer rather than targeting based on demographics, location and interests.
  • Before investing resources, think about how relevant a digital platform is for the brand and whether the quality, tone and nature of the content being pushed fits.

In a bid to ‘trend’, gain followers on social media and boost digital engagement, brands often tend to lose sight of the bigger picture – what the customer wants. What is being ignored is the meaningful connection that needs to be built with the consumer.