B2B will accelerate growth of digital, mobile, social media in India: Experts

Digitas Global Chief Creative Officer Mark Beeching and Chief Marketing Officer Seth Solomons feel that the biggest space for growth of digital, mobile or social media in India is in the B2B space.

Digitas is the digital arm of the world’s fourth largest communications group, The Publicis Groupe.

In an exclusive interview with Preethi Chamikutty of The Economic Times, Beeching and Solomons say, “Businesses today are adopting digital much faster than customers…

“India would have to leap frog some of the bad marketing that the West has done and go directly to the ones that give results to the brand. For example, in the West, financial institutions were attracting customer by giving them low rates of interest, which put them in a soup in the long run.

“So, today Indian companies should help the customer in the decision-making process and give them offers that they would value. A 30-second spot cannot alone connect with the customer. There have to be activities before and after the TVC to connect with the customers. Digital and traditional media are like Siamese twins, you cannot separate the two.”