MUMBAI: It’s time to take conversations on digital to the next level believes CMOs. At the 10th marketing conclave hosted by Internet & Mobile Association of India (IAMAI) the point of discussions revolved around how brands are and should revise digital business and promotional strategies.
While it is understood that for brands today ‘digital’ is a must have platform in its media mix; marketers are willing to go beyond the traditional line of communication. It is interesting to note how CMOs are thinking digital to push business as not just another medium of promotion, but are now ready to revise digital strategies too.
Today, traditional advertisements are created thinking whether or not it would be shared online. Word-of-mouth now happens more on digital platforms like social and mobile.
According to Taj Group’s director internet marketing Namrita Sehgal, the change will begin when marketers start thinking digital. “Humanising communication and offering personalised experiences is what brands need to start doing on digital. Consumers should be spoilt for choices because today there are multiple windows to cater to.”
There will always be price parity and someone will always give you that extra per cent off believes Pinstrom founder Mahesh Murthy.
Different brand categories have different needs to take care of on digital but the bottom line of every move needs to revolve around the engagement factor. Vodafone Group head- marketing Vodafone Solutions- Emerging Markets advices, “Brands shouldn’t shy away from the changing dynamics of communication.”
MoneyControl.com chief operating officer Rubeena Singh thinks this challenge comes from the ever changing consumer need. Brands need to start looking at integration with more seriousness; if the plan is to make a mark. Valuefirst chief executive officer, Vishwadeep Bajaj is of the opinion that the need of the hour is to make content contextual. On the other hand, Puma India’s head-marketing Isaac John, thinks that brands should focus on putting across content to the point and not bombard them. “The art of storytelling needs to be crafted well if brands want to make a mark on digital too,” added John.
For Sehgal, spotting loyal consumers and building communities on digital media is on his to-do list for the days to come. Singh too believes that content marketing is the way to go. Marketers have started looking at roping in the right talent to enhance digital business and communication. It can also be observed that SMEs are getting it right on digital. For these scale of businesses digital has been like a game changer. Mass brands are impressed by the way these small businesses are hitting the right cord on digital.
To create digital first strategies, brands over time have also transformed themselves to suit the current screen to screen era. McDonalds director marketing & PR Rameet Arora emphasises on the point that today a customer wants everything with just one click of a mouse. “For instance, if a person wants to know how many calories does a type of burger has, we at McDonalds have to give him that. Brands have to make sure that all the criteria’s of a customer’s needs are fulfilled.”
The CMOs feel that the digital model has helped smaller brands to compete and grow as well. Marketing Unplugged CEO Suman Srivastava pointed out the Zomato model.
MTV India digital head Ekalavya Bhattacharya went on say that the need today is not only to get a viewer on board but to also know his/her preference and work according to that so he/she comes to the medium again and again. “If a person listens to a particular kind of a song say on the website or on our app then we should be equipped enough to know that he/she needs to be contacted when say a musician of his/her choice plays in the city.”
An idealist thought indeed.
It is impressive to see how serious marketers are towards digital. For marketers the road ahead on digital looks easy to discover because the communication has definitely gone to the next level. The only thing that might come as a hurdle is the challenge to decode big data smartly and get focused.