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#AdTech: Pepsico’s Shiv Singh On Real Time Digital Marketing & Challenges

Speaking at Ad:Tech Delhi earlier today, Shiv Singh, Global Head of Digital for Pepsico said that there has never been a more difficult time for marketers, but offered inputs on how Pepsi is dealing with the complexity. Notes from Singh's talk: - Competing with Status Updates: because "It's not like the good old days where you could depend on a TV spot," and it has become incredibly difficult to get scale in terms of marketing "There are 30 billion status updates on Facebook in a month, 250 million tweets published every day. similarly 5.3 billion views. There's a big problem for me - none of these people care as much about brands. It's a lot harder than every before to engage consumers more effectively.  That's what I sweat about. For us to get scale, how much scale can we get through digital?" - People Don't Care About The Source Of Content: Even though there is clutter, the positive is that no one truly cares whether the source of the content is a brand, a publisher, the government or a user. "If you have amazing compelling content, they don't care as much, whether you're a brand, a media company, producing cat videos. It also means that brands can use their marketing budgets, not just to get distribution, but produce stronger content and use consumers for their distribution. Singh offered 5 1. Real time marketing & Need For Data, : Singh gave the example of a photo or video of Lady Gaga with a Pepsi…

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Founder @ MediaNama. TED Fellow. Asia21 Fellow @ Asia Society. Co-founder SaveTheInternet.in and Internet Freedom Foundation. Advisory board @ CyberBRICS

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