In digital media creative is only beginning. Once, it is posted in the digital media, the conversation begins with comments. How the communicators behave in response is important in digital media. One has to talk to digital media public and engage them in conversation.
Consumers are happy to look at hoarding. They expect only ads. But on digital media, they are not coming mainly to see ads. They are present on the digital media for conversation and information.
A discussion with Karthik Krishnan - ibs ( Confession box - Lost in Translation)
Brand Equity, 16 April, 2014