Digital marketing is about data, connected systems bringing things together

MUMBAI: Digital marketing is about several things. It is about data, connected systems bringing things together. It looks at how technology is helping take the eco system through a self destruction process. New processes come in as a result. Digital marketing is about engaging audiences rather than shouting at them. Digital marketing is about intelligent communication.

These points were made at a panel discussion at the Mobile Digital Marketing Summit held during World Brand Congress 2011. The topic was ‘Social, Mobile and Video - The Future of Digital Marketing?‘ The speakers were Vdopia VP India Debadutta Upadhyaya, Dentsu India chief experience officer Krishna Prasad and Interactive Avenues co-founder and COO Shantanu Sirohi. The session moderator was IBM India/South Asia CMO Virginia Sharma. Sirohi noted that one can add efficiency in marketing campaigns by using technology. He gave the example of American Express which sent out mailers to platinum card holders. The campaign worked on a Linkedin API. Thousands of referrals happened as a result.
Upadhyaya noted that marketers are sitting at a cusp where consumers often don‘t got to a showroom for something like a car. They visit social networks and read reviews of what people are saying. "A brand has to be their catching their attention."

Prasad noted that CMOs earlier made decisions based on small sample size data. Analysis took place in a controlled environment. Now in digital the number of respondents have gone through the roof. There are insights on a social media page. There was debate about which route is better - mobile, video or social. With mobile one can do search, ad delivery and video delivery. At the same time people will gravitate towards video. Youtube will complement television viewing.

IBM, Sharma noted, did a study among CMOs globally. Indian CMOs said that social is the highest area of marketing but it is also the one where they are the least prepared. Prasad noted that CMOs want the fan count in pages to grow. At the same time engagement cannot be measured. He noted that a senior person has to look after the social media function in an organisation. It needs maturity and understanding of a brand. It cannot simply be left to a 25 year old. That is because it is a form of communication like a press release. If a press release does not go out before many people agree on it then how can a kid manage social media for an organisation?
Upadhyaya noted that CMOs have to be users of social media. This will have a bigger impact on marketing initiatives. Sirohi gave an example of Mahindra where Anand Mahindra tweets and responds to tweets. This keeps CMOs on their toes. They have to be in the social space. The youngest guy can then add things later.

The issue of performance metrics in digital was also discussed. [Prasad noted that from a publishers perspective a lot of inventory is unsold. A network has to differentiate itself. As an agency there has to be the incentive to do something. Sirohi noted that performance metrics will evolve. The digital ad market is worth around Rs 15 billion out of which Google has Rs 10 billion. This is because of performance.

Latest Reads
HARMAN announces Priyanka Chopra as global brand ambassador

HARMAN International, a wholly-owned subsidiary of Samsung Electronics Co., Ltd. focused on connected technologies for automotive, consumer and enterprise markets, today announced that actress, singer, producer and philanthropist Priyanka Chopra has been named a global brand ambassador for the...

Technology Hardware Components
Etere HSM expands interoperability with Grass Valley

Etere HSM features an integration with Grass Valley that improves interoperability, streamlines connectivity, enables faster content processing and includes deep archive capabilities. Etere introduces a new integration layer between Etere Hierarchical Storage Management (HSM) and Grass Valley...

Technology Hardware Components
Pune Times joins hands with the Pune Police to launch the 'City Safe' app, as part of #MakeMyCitySafe initiative

Pune Times, city supplement of leading media house, The Times of India, has joined hands with Pune Police to support an initiative for women’s safety in the city. Pune Times has launched its campaign #MakeMyCitySafe as a big shout out to the youth of Pune to come together to make the city safer...

Technology Software Applications
HAL Robotics ropes in Navanit Samaiyar as board member and advisor

MUMBAI: HAL Robotics has roped in Navanit Samaiyar as its board member and advisor. Samaiyar has a record of setting up, scaling and transforming businesses across a very wide cross section of industries spanning from IT/ ITeS to steel, telecom, engineering goods, earthmoving machinery, logistics...

Technology Hardware Components
Republic TV launches Android app

MUMBAI: Republic TV is on a roll. From rocking the ratings chart in launch week itself to going international, the channel has added one more accomplishment to its kitty. The Republic TV Android app is now live.

Technology Software Applications
STB cos in India, China enhancing features, providing customised solutions, Technavio enlists top vendors

MUMBAI: The global STB market is characterised by intense competition as the market is saturated in developed countries. The market share of these players is declining because of the entry of new players. The STB companies are enhancing the features of STBs and providing customised solutions to...

Technology Hardware Set-top Boxes
India's PFT Clear Media ERP suite to help US' PBS content delivery

MUMBAI: Prime Focus Technologies (PFT), the technology arm of Prime Focus, announced that its CLEAR™ Media ERP Suite has been selected by Public Broadcasting Service (PBS) to enhance their Network Operations Center (NOC) ecosystem efficiencies and sustainability, with the objective of reducing...

Technology Software Applications
Broadcasters, OTTs to gain as Via adds xHE-AAC at special rate

MUMBAI: Via Licensing Corporation, a intellectual property solutions provider, has announced the upcoming availability of Extended High Efficiency AAC (xHE-AAC) as part of the Advanced Audio Coding (AAC) patent pool. The expanded patent pool licence will be available at no additional cost to...

Technology Software Applications
Tata Comm to deliver Motorsport videos on global devices

MUMBAI: Tata Communications will now deliver video content for viewers' all devices over its global network. The two have partnered to power the growth of the network’s internet television platforms.

Technology Software Applications

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories