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Brand’s Transformation In The Digital Age At IAMAI 10th Marketing Conclave, 2014

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The session, which was titled ‘Brand’s Transformation In The Digital Age’ at the IAMAI Marketing Conclave 2014 had a panel of speakers that was comprised of:

  • Raja Chakraborty, head – marketing, JK Helene Curtis;
  • Eklavya Bhattacharya, head – digital, MTV India;
  • Atul Hegde, CEO, Ignitee;
  • Rameet Arora, senior director – marketing, McDonald’s India;  and
  • Priya Jayaraman, co-founder – business director, Propaganda India

The entire event had been preceded over by Suman Srivastava, CEO, Marketing Unplugged, and the session further saw some discussions ranging from Digital’s role in the present day media , to how it differs from the other active mediums.

The main theme of this event was that the Digital world is on the cusp of finally fetching the cream of the crop in brand construction. Brands are becoming social and digital in approach as well as in using the media. They have started movements towards running campaigns.

Initially, Mr. Suman Srivastava started off saying in marketing there are only 3 main strategies they are: “buy me”, “buy me more” and “keep buying me”.

Later, Jayaraman reflected her thoughts on ‘who has reaped the benefits of digital the most’, and then said, “Digital is enabling the revolution of brands but more of it is for the smaller brands. To be frank smaller brands and SMEs have utilized this digital channel more than others to change their businesses in a remarkable way. It’s not just about strengthening anymore. But at the same time it is not to be treated as an intermediate that is exclusively used to put up a TVC and strengthen it.”

Further to it, Mr.Bhattacharya added, “They say that digital is a subdivision of marketing but what I think is that marketing is a subdivision of the digital medium. Further, if you’re looking at digital as marketing medium, then you surely have a long way ahead. Everywhere you go you see people swindling with their phones. They are our audience. So people who keep moving from one screen to another screen are the audience for us the digital marketers.”

Few questions answered by the speakers during the session were:

Q. What makes the digital medium so different from others?

Mr Bhattacharya distinguished digital medium from other mediums. He said, “The fact that digital is being used to drive businesses makes it a different being. We at MTV and / or any of the other media channels, are all in the business of the business. What has changed is that the digital medium which was no longer about spending money, but now it can be used to make money”. He then quoted an example, saying, “ the only reason why MTV is on YouTube is not just because we want more viewers, but because YouTube helps us in earning money so this is perhaps how digital is a different medium altogether.”

Mr Arora further noted that digital is a medium which has changed the way of communication between the brands and its customers. He said, “Brands no longer ‘talk at’ the customers but rather ‘talk to’ them, we are accessible on their terms. The customers these days are demanding more information and also for us to be more reachable to them, this majority has led to a change in the playing field of digital marketing.”

Mr Hegde responded that he was not so sure of this Digital’s point-of-difference in comparison with other mediums. He explained, “Digital has only added an arm for the marketers to reach out themselves to their customers. Whether it has restructured the hypothetical funnel or has the funnel been broken down are all the points of debate here.”

Q. Means of engagement or gaining new customers?

Mr Arora noted that digital was a combination of both mentioned. He added then, “The more we try to interact with our customers, the more they demand. It is a digital platform after all. The key is to provide the ease of access to the customers is to reach their brand.”

Mr Chakraborty then spoke about how the digital medium behaves in a different manner depending on the segment in which it operates in, “We’re continuously learning on the basis of the experiences we have so far. As far as FMCG is concerned, the potential of digital is to be a business driver which is still lesser in comparison to other categories. First of all, this depends on which group does the brand operates in and secondly on the experiences of spends against the effects. And from our experience in the FMCG what we’ve learnt is that TV is a aggressive medium, whereas digital is more of a rendezvous medium.”

At the end everyone in the session was convinced that the digital medium was a day by day growing field where the marketers can increase their brand value easily and reach to their appropriate customers.

  • Digital-Marketing

  • There is 1 comment

    • 5 years ago

      Indrajit Goswami   /   Reply

      (i) “…..are all in the business of the business.” What do you mean by this? (ii) The meaning is not clear here> “First of all, this depends on which group does the brand operates in and secondly on the experiences of spends against the effects.” (iii) It is nice to read Mr Arora’s comment: …… “Brands no longer ‘talk at’ the customers but rather ‘talk to’ them”.

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