2024 will be a year in which we consolidate our digital edge: Amit Wadhwa

It’s that time of the year when we review the most significant industry developments as the year draws to a close. Adgully is reviewing the year 2023 for the M&E, advertising, digital, marketing, PR, and communications, along with leading names in the industry as part of our annual Rewind series.

Recapping the year 2023, Amit Wadhwa, CEO, Dentsu Creative India, highlights the key developments and trends in Digital in 2023, emerging formats like podcasts, how integration will be a reality in 2024, evolving with AI, and more.

Trends dominating Digital in 2023

2023 has been an eventful year as far as digital is concerned. Everything we do involves digital. Even when we advertise on what is referred to as ‘mainline media’, there is frequently a connection with digital. We have seen connections between print and digital, as well as TV and digital, so if I had to grade digital performance, I would give it an A. Both in terms of getting an A grade as well as coming of age.

Having said that, the other reality is that digital is not a single medium. It is a combination of many mediums. OTT, which shows entertainment series, is also digital, as are live sports events, UIUX, e-commerce, gaming, podcasts, social media, and so on. And all of these mediums are constantly changing and adding new ones. To summarise, it has grown large, but is still expanding and may be fragmented into many mediums.

Emerging trends

I have seen some aspects of digital, particularly social media, change dramatically. While some mediums are losing their appeal, many others are growing in size. Emerging formats like podcasts are gradually gaining mainstream acceptance, while established sectors like music and entertainment continue to enjoy popularity and hold potential for future growth. Everything is picking up speed, from payments to entertainment to convenience to fashion to automobile purchasing. In terms of communication, what is even more fascinating is that thanks to the power of digital media and technology, some concepts that were previously impossible are now becoming a reality.

And when talking about trends, it is impossible to overlook the rise of artificial intelligence (AI). Slowly, but surely, AI is becoming an integral part of our lives, and its influence is poised to expand even further, with enhanced safety and impact expected in 2024.

Key growth and expansion plans for 2024

There are no plans without considering the digital. It is as simple as that. The good news is that Dentsu invested in digital agencies when no one was even talking about it, so we had the advantage of being the early adopters. For us, digital has become a way of life.

We have begun to operate all of our communications as one, which means there is no distinction between mainline and digital, giving us an advantage over our competitors. ‘Integration’ is not jargon for us; it is reality. 2024 will be a year in which we consolidate our digital edge by ensuring that we combine digital with technology, while also evolving with AI. Interesting times ahead; I can’t wait for the new year to begin.