MUMBAI: Digital media is the new buzz word. Every sector today is
looking at ways to connect with its consumers through the new medium
on the block- the social media. There is a huge shift in the way
people consume products. With this shift, companies around different
sectors have started looking at ways to build a connect between
their offline and online consumers.
the Internet and Mobile Association of India (IAMAI), 9th Marketing
Conclave 13, held today at The Hyatt Regency, close to 150
professionals from across sectors came together to not only understand
this medium, but also devised solutions to address the rising demands
uses messaging to keep consumers engaged on Facebook;
But Bisleri's Anjana Ghosh
says it is a challenge to continue keeping them engaged
as a service is the next big thing. Digital evolution is happening
at such a large pace that it has become mandatory for
everyone to follow suit. It is essential that we work towards convergence
of both online and offline technologies for effective
marketing, announced Netcore solutions chief executive officer
forces driving the market have changed. While 20-30 years
ago, brands led the consumers, today the scenario is undergoing
a reverse process, said IBM Global business services partner
Rajesh Rao, while setting the stage for the first of the five panel
session one of the conclave concentrated on the role digital marketing
plays in Consumer Product Goods (CPG), the other sessions
dealt with the impact of social media on automobile, retail, travel
and banking sectors. The sessions focused on the experiences and
opinions of various marketers with social media.
need to develop a preference for our product. This is possible only
if we understand the needs of the consumer. Consumers will buy your
product only if it is relevant to them and can influence them,
informed Marico India head media Aditya Save. It is newness in the
product that generates interest amongst consumers. Marketers
today strive at engaging consumers and social media is the best
tool to achieve this, he adds.
is all about psychographic proposition and demographic media. There
is a big tussle which marketers face between the two. Right segmentation
and reach is a major problem, said Save while explaining the
challenges he faces while dealing with consumers through digital
changing purchasing trends has forced companies to draw a connect
with consumers. Digital marketing helps us listen to our consumers
and respond accordingly, says Bisleri International director-
business development & HR Anjana Ghosh. Though even Bisleri
uses social media to engage with consumers, the biggest challenge
it faces is to keep them engaged.
& Mahindra's CMO- auto division Vivek Nayer uses the social
media to tell stories that cannot be conveyed in a 20 second
marketing has made the consumer the most powerful. A consumer
will buy your product only if it means anything to him and is relevant.
It is important for marketers to create an emotional bond with consumers,
said WatConsult founder and chief executive officer Rajiv Dingra.
Digital media creates buzz, engagement and bonding with consumers.
is important is that consumers should connect to the product, whether
it leads to sale today or later is irrelevant. We are building relationships
through our digital endeavour, informed Mahindra & Mahindra
chief marketing officer - auto division Vivek Nayer.
always have had stories to tell; digital media has provided them
with the platform to share stories with consumers. These stories
cannot be conveyed in a 20 second TVC. Digital media can give the
audience what they could only dream of, he added.
& Mahindra has successfully reached to its audience through
its digital campaign. We reached to close to 700,000 people
through social media, as compared to only 100,000 using offline
medium. If you have the content, it will travel to your audiences,
media has the power to provide real life brand experience using
virtual platform. It also helps measure trends and emotions.
Trust, value, service and growth in retail hasnt changed.
What has changed are the channels, scale and technology to reach
to consumers, opined Reliance Industries chief brand and marketing
officer Andrew Campbell.
several companies have come up with separate campaigns for their
offline and online consumers, Allen Solly believes in connecting
the two. We do not differentiate between the two. There is
a need for merging of the world. Consumers do not want to be differentiated,
highlighted Madura Garments brand head-Allen Solly Sooraj Bhat.
have grown from 200,000 Facebook fans in 2011 to 4.6 million fans
today. We have also added several apps to connect with our consumers,
informed Shoppers Stop customer case associate and vice president,
marketing and loyalty Vinay Bhatia.
conclave also concentrated on how the convergence of digital marketing
technologies gave a creative boost to the travel industry, leading
to formulation of new travel strategies. We have now started
using digital media to inform our consumers of our best services,
revealed Virgin Atlantic general manager-India Stephen King.
Stop's customer care & VP marketing & loyalty Vinay
Bhatia has seen his facebook audience explode; Apps are also
being used to connect with consumers
digital media to work perfectly in favour of companies, personalisation
and targeting is the key. This will take another 3-4
years, said Cleartrip chief marketing officer Subramanya Sharma.
Cleartrip has added meta search engines like Trip Advisor, Google
and Kayak to connect to its consumers.
media has created a platform wherein consumers can express their
happiness and grudges. We have several feedback forms and
forums through which we can hear our consumers and enhance our services
accordingly. I make it a point to read to all feedbacks. It helps
me understand the psyche of the consumer, added Sharma.
medium has also changed the outlook of the banking, financial services
and insurance (BFSI) sector. Every bank today wants to reach out
to its customers as easily as possible. We have had a very
successful social media presence. We keep coming out with new ideas
to interact with our consumers during events important to them,
said Standard Chartered head digital marketing- India & South
Asia Shilpa Desai. Standard Chartered had started several online
competitions for Kolkata Knight Rider fans during the IPL season.
We gave our customers a chance to watch the match live at
Eden Gardens. This has worked wonderfully as a strategy to connect
with customers, she concluded.
Digital media surely has created a space for itself. But, how successful
will be the marketer in turning the screenagers into
consumers? Only time will tell.
are the photos from the IAMAI Conclave