Video: "Don't treat digital as blunt mass media instrument," says PepsiCo's Shiv Singh

Campaign India caught up with Shiv Singh, global digital head, PepsiCo Beverages, at adtech India 2012.

Singh believes that the only way to drive maximum value for a brand is by looking at digital holistically. We asked him to elaborate on that, to which he explained how brands measure TV spend and digital advertising spend but there are no metrics for engagement measurement. He said, "What I mean by 'holistic' is that don't just think about paid digital spend; think about the interactions it creates, think about overall engagement."

Starting 2011, Singh had set a few goals for PepsiCo Beverages. These included, pushing digital agenda through greater linkages between paid and social media, and scaling mobile marketing efforts.

On being asked what were the challenges he faced in achieving these targets, he spoke about not having good measurement in place and about educating his peers and fellow marketers about the efficacy of the concept.

Singh also shared a few mistakes that global digital practitioners have made and asked the Indian digital industry not to repeat the same.