Pradeep Chopra, Co-Founder at Digital Vidya: Digital marketing is a key part of any approach to marketing. Almost every company takes the digital road with increased Internet usage and changes the marketing budget from traditional marketing to digital marketing strategies.
The Technological Revolution is one of the main reasons that increased the importance of Digital Marketing. Businesses took Digital Advertising too seriously with a view to expanding online. This has led to increased competition for specialists in the digital marketing industry. Digital marketing has provided a growth path for companies and even individuals.
In this interview, I spoke to Mohit Kochar, to know his views about Digital Marketing and how does he see the rise of Digital Marketing in the future.
Mohit has played global leadership roles for marketing, where he has crafted company & market growth strategy, at various organizations such as KPIT, Bosch, Wipro, Legrand, etc. He is the Vice President & Global Head – Marketing, Branding, Communications and Corporate Affairs at KPIT in his current role.
This includes crafting new markets, new segments, for smart, green, safe mobility working with different stakeholders both internal and external.
He is leading multiple teams, including marketing, branding, communications, new market development, business planning, corporate affairs, and presales.
Importance of Digital Marketing in the current profile.
I believe each member of my team is a digital marketer. We recently launched #BrandNewKPIT, a whole new brand identity. Digital marketing became a very crucial platform for telling our story to talent, customers & the investor community. Also, the automotive industry is at the cusp of revolution after 100 years. It now competes with the Silicon Valley for the same tech-talent pool.
So, how do we tell our narrative? Which we believe is genuinely distinct because of the work we do.
Again, digital marketing was the answer, and we launched an integrated content strategy, where digital mediums continue to be the prime platform every single day.
My team and I have significantly improved our thrust on digital marketing. Over the recent 8 months, we have seen some great results, but we also know this is just the beginning.
According to you, what are the advantages of conventional marketing over Digital Marketing? Do you think that Digital Marketing is a threat to the future of conventional marketing?
Mohit Kochar: I have a slightly different perspective here. Marketing requires an integrated approach. This core of marketing stays the same, whether it is digital or conventional.
When we refer to conventional marketing, it’s the mediums that we are talking of.
These could be physical events, tv ads, print ads, and so on. We cannot look at these in silos, depending on the need and audience we may have to use either or together.
I think conventional marketing, especially physical events, will always have an advantage over digital marketing when it comes to “trust” building when it comes to human connection.
Example:
The famous “Blogosphere” event in Las Vegas every year. Bloggers come together to discuss everything about blogging and the internet. They “come together”, they meet each other. These are the people who make a living purely through digital mediums yet the feel the need to catch up in person.
Why? It’s because humans crave for human experiences at a core level.
And, however much digital marketing will grow, and it will grow exponentially, conventional mediums will have an advantage when it comes to trust-building.
Share your favorite Integrated Marketing case study. What did you like most about them?
Mohit Kochar: Case Study #BrandNewKPIT:
What I like about it: A truly integrated campaign.
Messaging: It had a very resonating and very genuine messaging. It clearly articulated the new belief system “Reimagining Mobility..with you”
Segmentation: The audience segments were very well defined: young talent, carmakers, and investor community.
Collaboration: We worked along with one of the world leaders in brand identity & design agencies – Pentagram.
Conventional & Digital mix: The physical activation went hand in glove with the digital activation.
Celebrations, communication drives, interactive workshops between leaders and employees across 6 countries.
Consistent messaging and global launch, physically and digitally.
Results:
(a) Over 6 months, we garnered 5 million impressions on social media, through organic content.
(b) This was 5x more than previous numbers.
(c) The engagement rate, for this organic content, was 16% throughout the 6-month duration of this campaign. ‘
(d) This is 7 times the industry average.
(e) Our website’s bounced rate came down to 3% from the earlier 40%.
According to you, what are the top 3 mistakes committed by organizations today in leveraging Digital Marketing?
Mohit Kochar:
Mistake 1 – Lack of objective
What do they lose – Time, money, attention of the audience.
Mistake 2 – Lack of measurement
What do they lose – Engagement with the audience.
Mistake 3 – Consistency
What do they lose – Trust of Audience
Between Agency and In-house, which approach would you recommend for a maximum value of Digital Marketing? Why?
Mohit Kochar: I would always recommend a mixed approach. An approach where the core in-house team spends a lot of souls searching on strategy and messaging and collaborates with partners for creative differentiation and subject matter expertise.
How do you ensure increasing Digital Marketing’s relevance and influence in the organization?
Mohit Kochar: I think every person today, across rank and file, realizes the relevance of digital marketing. It is about enabling people, it is about helping them understand the platform.
This can be achieved through helping even the top brass learn the potential of the medium, and giving them the space to explore and get the best out of the medium.
Another way is to create examples of digital champs. A lot of employees are experts in digital marketing in their own unique ways. Some are good at capturing images, others write well, yet others create video logs and so on.
It’s about leveraging natural inclinations of such employees, by creating a common platform, where such people are able to share their content, content which is aligned with an organizational content plan.
It’s about onboarding passionate adopters of digital marketing irrespective of their role and giving them a platform.
Why do you think it’s important for entrepreneurs, marketing professionals and students to learn Digital Marketing today?
Mohit Kochar:
(a) For Entrepreneurs: Telling your story, building a brand, engaging with customers and employees, learning.
(b) For Professionals: Building your brand, engaging with the community, learning.
(c) For Students: Adding an advantage while starting your career, learning, connecting with possible employers, joining conversations.
What are the top 3-5 skills you look for when hiring a candidate for a Digital Marketing profile?
Mohit Kochar:
(a) Understanding of marketing itself, are the fundamentals in place? Are there traits of customer/audience centricity?
(b) Content orientation, are you able to become a journalist & tell genuine stories?
(c) Passion for mediums: Someone who enjoys digital mediums and believes in the positive impact they can bring about.
(d) Consistency: Very crucial for digital marketing.
What is your advice for newbies, who are looking at building a career in the Digital Marketing industry?
Mohit Kochar: Digital marketing is the largest stage you can imagine. It’s a stage to address a huge, global audience. Before getting on any stage, you need to have a clear plan. Some questions to ask yourself before you start.
(a) Why am I at this stage? – Objective.
(b) Who do I want to address? – Audience segment.
(c) What do they get out of what I have to say/do? – Value proposition.
(d) How can I give my messaging in an engaging way? – Creative treatment.
(e) How often should you get on the stage? – Consistency plan.
How do you stay updated on the latest trends in Digital Marketing? Which are the Digital Marketing resources (i.e. blogs/websites/apps) you visit regularly?
Mohit Kochar: I follow several people on Linkedin, a lot of them feature in “Top voices of Linkedin” lists. I refer to online articles & blogs by HBR, Wired, Automotive World, etc.
Share the names of 3 people you respect when it comes to Digital Marketing.
Mohit Kochar: Indra Nooyi, Mary Barra, Anand Mahindra, PM Modi for having influences people using digital medium.
How do you see Digital Media evolving in the future? What are the top 3 trends do you foresee for 2019?
Mohit Kochar: Artificial intelligence-led marketing, programmatic advertising, ephemeral videos/stories (stories that are under 30 seconds, and then disappear), personalization, cost of video marketing to go down.
Would you like to share a few words about the work we are doing at Digital Vidya?
Mohit Kochar: I think, from what I know, you guys have been committed to helping people learn the art of digital marketing, and you guys have been at it consistently for 9 years now. I think this unwavering commitment is admirable. All the best!
Are you inspired by the opportunity of Digital Marketing? Start your journey by attending our upcoming orientation session on Digital Marketing for Career & Business Growth. It’s online and Free :).
