Leading The Paradigm Shift In Advertising & Marketing

"The greatness of small is the philosophy what we follow," - Chris Tung, Group CMO, Alibaba. This statement is as much a boost as it is an invitation for businesses that are growing. Clearly Alibaba wants brands, irrespective of its size, to compete and sell on its e-commerce platform. Can this thought be extrapolated to advertising and marketing as well?

We are no longer in an era where advertising is limited to generic mediums like Print,TV, and Radio. Platforms like BPRISE enable brands to speak with their potential and existing end-users at a time and place appropriate for the communication. Tung also mentioned in a recent interview that this is the best time for creative people as it will create a demand for more and more creative, unlike previous single briefs for a few limited mediums. 

With the inception of digital, you cannot continue to model your creatives generically like before, but it has to be now personalized for the audience. The ad agencies need to now think of creatives aligned to the medium of delivery.

The convergence of tech and creativity needs to happen. Platform represents the tech and ad agencies represents the creative. They would need to complement each other. You can have all the features developed on the platform to prevent fraud, auto-optimize pricing depending on demand and supply, location based targeting, real-time insights amongst others, but without the right strategy in place, you will not get the desired reach and conversions.

While larger agencies can have in-house platform and tech support teams, smaller agencies can still play par by partnering with companies providing such platforms and availing their services. 

The other alternative is to limit marketing via either Facebook or Google and be wholesomely bound by their terms.