Sreeraman Thiagarajan is CEO of Agrahyah Technologies and Adjunct Professor of Digital Transformation at IIM Trichy
I was a bit taken aback when I recently heard a bank's CDO use the term "traditional AI." He was simply distinguishing it from Gen AI and LLMs. Fair enough, but with the rise of Gen AI, marketers are buzzing about how it's reinventing copy and content. However, that’s like using a nuclear reactor just to charge your phone!
Globally, digital spending totals USD 45 billion[1] and is expected to surpass spend on TV advertising by 2028. Interestingly, Search - which is considered the first digital wave - took 14 years to achieve USD 30 billion in ad revenue. The second wave of digital advertising, Social, took 11 years. Retail media has breached USD 30 billion in ad spend[2] in just 5 years. It’s no surprise then, that retail media is being considered the third wave in digital advertising.
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The Diwali festive season is an occasion for celebration and discretionary spending for the Indian consumer. One-third of annual business of most categories relies on the season. But brands often find themselves in a dilemma on whether to totally dial down on branding investments and focus solely on performance marketing. This webinar will introduce the concept of 'hard working' strategies, which basically aim at full-funnel audience engagement with a balance between branding and performance levers.
