There is a lot of talk on digital being the medium for the youth and how it is helping clients reach this segment, which is otherwise difficult through traditional media. Youth, or those in the broad age-group of 18-35 years, comprise a huge group inhabiting the virtual world, making digital the favourite medium for a marketer to target this segment. However, this is not the end of the scope for this medium.

There are other cross sections of population that can be targeted using this medium, which has not been explored fully yet.

Thomas Xavier, Chairman and National Creative Director, Orchard Advertising, explained, “At this point in time, digital as a medium basically implies Internet and mobile telephony. Keeping in mind the penetration of these two, I think it is not true that digital is only for youth. Digital has the potential of being a potent way of reaching small, but very tightly defined demographics.

For example, if a marketer in holiday packages can use both mobile and Internet to reach high networth retired people, who incidentally are the ones who seem to want to take vacations abroad. Similarly, if I am a prominent restaurant in a locality, I can reach housewives with a happy hour offer.