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Interview With Chirantan Ghosh, Head of Communications, Connected Marketing Solutions, Tata Consultancy Services

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Chirantan GhoshChirantan Ghosh is a senior Marketing-Communications Executive with a Branding Advertisement background, instrumental in driving awareness and shaping the reputation of the esteemed companies predominantly in North America (Capgemini, Google, Publicis, Sony, etc.) and is credited for two Industrial Patents on SEO and Search Marketing, presently utilized by blue chip companies.

Chirantan heads Communication and Digital Marketing for  global strategic business unit of Tata Consultancy Services (TCS). Earlier, he was CMO of JIS Group, AD for Capgemini Corporate Communications and DMS of a leading social networking platform. Chirantan’s core competency revolves around Marketing Strategy, Branding and Digital Media. He specialized in restructuring/redesigning Branding, Corporate Communications for effective strategic marketing (B2b and B2C) with an experience of 18+ years in publishing, multimedia and graphic design.

Digital Vidya: How did you get into Digital Marketing?

Chirantan: Sold my SEO IP to Publicis Groupe and have been in Rich Media > New Media > Digital Media arena from 1998.

Digital Vidya:  Why do you think it’s important for entrepreneurs, marketing professionals and students to learn Digital Marketing today?

Chirantan: As my (TCS) CEO says, “Digital is default – today”. Personally I feel, all the blocks fo marketing are data and analytics dependent i.e. digital is ubiquitous.

Digital Vidya: According to you, what are the top mistakes committed by organizations today in leveraging Digital Marketing?

Chirantan: One can come up with a medicine and then figure out what it will cure OR one looks at the symptoms and finds a solution. Digital Marketing channels are not fads that you participate in, please take the time to validate your ROI goals in terms of actual budget spent (account for every man hour). Audience segmentation and content segmentation are very important have illustrated that POV in Measurement Matrix for Content (Thought Leadership) in this age of Digital Marketing.

Digital Vidya: You led ‘Social Media for Indian Businesses’ Webinar for Digital Vidya’s community. How was your experience in leading the Webinar?

Chirantan: Moderation could use some domain research before the show.

Digital Vidya: Do you have any suggestions for us to further increase the value of our Digital Marketing Webinars for our community?

Chirantan: I think Digital Vidya could profit from individualized audience building for each webinar, promotions need to happen at least 2 weeks before the show in the right forum (e.g.: LinkedIn groups, industry sites)

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