#DigitalDialogue: User time spent online has increased by 70-80% - Prashant Puri

The COVID-19 pandemic and the resultant lockdown has led to a challenging economic situation and uncertainty in the market. Some of the businesses are responding by cutting down on spends, salary cuts and even laying off employees, while others are taking affirmative action to gain the most out of limited resources and fortifying themselves for the new normal once the crisis abates.

While digital has been on a growth trajectory even before the pandemic, the global crisis has accelerated digital transformation in businesses. Most industry experts believe that Digital will lead the industry’s recovery and will permeate through every sector.

As a build up to our marquee event DIGIXX 2020, Adgully is continuing with its new series, #DigitalDialogue, which will have a special focus on the digital sector, how Digital is paving the way forward for companies and brands and how it will be a brand-building imperative.

Prashant Puri, CEO & Co-Founder, Adlift, gives some key insights on the user time spent on digital in these times, as well as investments and the touchpoints for the digital audience.

How can companies and agencies accelerate their digital transformation process in the current scenario?

The user time spent online has increased by 70%-80%, which means your target audience is consuming a lot more content digitally than ever before. This data point is key to accelerate your plans for digital transformation and making your brand/ organisation digital first. A number of ways that you can accelerate your digital transformation process – make sure you have marketing tech and automation tools in place. Make sure you have a strong CRM in place that helps you slice and dice audience data.

How can Digital lead the recovery for brands in the new normal?

Digital is the only way forward. Your customers need products/ services – the only thing that’s changed is the medium of getting through to them, which is now completely digital.

What kind of investments are most needed to create the technology environment that will allow companies and agencies to thrive in the new normal?

Investments are totally dependent on the size of business to the vertical that the business operates in. Martech compliance can be achieved from anywhere between Rs 50 lakh and Rs 60 lakh spends all the way to Rs 4 crore-Rs 6 crore.

How can digital innovation be turned into a business-building imperative?

Understanding your digital audience a lot better. What resonates with which target audience, frequency of touchpoints within the digital journey – all these points will help in building your digital business.

What steps can companies and agencies take to reskill their workforce to work in a new digital ecosystem when the recovery begins?

Leverage online training platforms like Udemy, Simplilearn, etc., to skill their workforce and get certified with the right courses.


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