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Best creative ideas in digital are simple

MUMBAI: The best ideas in the digital arena are simple and straightforward. Simplicity
can be a very big idea. It is not necessary to have a fancy site and spend millions
to get a big marketing campaign done in the digital arena. At the same time it
is important to use technology while conceiving a digital campaign. Also there
are no best practices. What has worked for one company may not work for another.

These
points were made by Star TV VP, head – digital (Internet and Mobile) Lalit Bhagia
during a session at the Mobile Digital Marketing Summit held during World Brand
Congress 2011. He called them the habits of success for digital. He spoke about
‘Creativity in Digital’. Another habit that will work is grooming young people
as the best digital ideas come from youngsters. That is because they spend a lot
of time on new media. This has been learning for him.

Another
important thing to remember is that an idea should not be limited to one medium.
It should be able to travel across digital, television, print etc. He said that
now messaging is for the consumer and not at the consumer. “You need to get
consumers to participate. The good news is that the definition of creativity has
not changed. You still need insight and a big idea.”

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