Digital marketing is a capricious mistress. On the one hand access to millions of consumers, user-generated everything, lower production, media and acquisition costs and campaign virality is very seductive. On the other there is the fickleness and volatility of digital backlash and an ever-changing media and technology landscape. While both the attraction and pitfalls are obvious, they require clarity and dexterity in handling.

The opportunity for increasing revenue, decreasing costs and creating brand value is immense. The platforms to do this are numerous. Yet brands, globally and in India, struggle to create a seamless consumer-centric digital marketing strategy that delivers against business objectives.

Most brands take a large number of digital actions that include a website, Facebook, Twitter and YouTube presence, email marketing, mobile advertising etc. However many, if not all, of these tend to be tactical. These actions need to be mapped through a larger digital strategy – a strategy that unlocks the power of digital assets to create exponential brand and business value.

At BB&A we work with brand owners at different stages of digital maturity and with varying business objectives to create digital strategies and roadmaps that delivers immediate, medium and long-term value.