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Panel Discussion On Rebuilding A Business One Conversation At A Time

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In this fast paced world, it is imperative to notice the fact that building reltions on the professional front is crucial for the success of any organization. More so, to build business is comparatively easy  when it comes to rebuilding it so as to stay ahead of the competiors in the race.

At the mega event The Global Marketing & Advertising Week 2015 (GMAW), which is being held at country’s capital amongst plenty of sessions being held, one of the sessions titled ‘Rebuilding A Business One Conversation At A Time’ conducted laid emphasis on how to go about rebuilding the business. With the evolution of reputation environment, the importance of having a  better conversation rises to a great extent. Here is what the panelists had to say about the mode of conversation:

Rajiv Dingra, Founder & Chief Executive Officer, WATConsult

The session moderator, Rajiv was IBM Agency Leadership Roundtable Panelist. He was actively intriguing as what is possible for a brand to make the conversation format. Also, he emphasised on how to analyse and track their business both for B2B and B2C businesses. He ultimately stated that all in all there are people divided into two parallely walking worlds that exist at the same time for the fact. This clearly conveyed that both online as well as offline worlds of conversation need to be blended together.

Roheena Nagpal, Director, Atelier

Roheena majorly opined that conversations with customers both online and offline are crucial and have different effects.
When her fellow panelist and session moderator, Rajiv asked her how has online affected her business, to this she replied that decisions are made before a consumer even walks in the store to buy the product. Also, according to her, the reason is to build your want in us rather than a need in us. It is more of checking and doing online research and buying offline that is how this connect works for them. Her company’s Facebook page is regularly updated which acts just like a FYI notice board for the consumers to know what new is happening.

Continuing the conversation, Rajiv said that online seems to be going the path of faceless engagement. Roheena then stated that she comes from a school of though that says you cannot replace each other, you need to walk together for both of them cannot be negated at any point of time.

She stated an instance by saying that the consumer that walks into the store does not like you to be talked to until and unless he/she has a question or query in mind. He/She is of the opinion that unless I do not ask you a question, you need not come up to me. But when they do call, you have to respond back to the consumer. It is the consumer delight when he is responded back to his query.

Going by the fellow panelists’ view point, she agreed to the fact that yes online is required at the forefront but when it comes to getting the answer, who have used that technology, offline medium is what is required.

Kiran Subba Rao, Country Marketing Leader- IBM Analytics IBM India/ South Asia

Kiran who was the stream host for Data and Marketing Conference actively participated in the panel discussion. He stated that he would second what Nitish, his fellow panelist said. In the 90’s he started with Merc electronics, and used to do channel sales for Onida. There were both pre and post brand conversation with consumer.

Pre-brand conversations were more to get the focus group and getting their experience. On an average the spending reached to 3.5-4% that went into the pre-launch phase. While, for post launch: the concept of product demonstration especially for automobiles etc.was crucial. He also advocated that we cannot undermine the importance of offline basis neither can we undermine the significance of of online conversations. This creates a single view of the customers. Neither of them can be discarded as both have equal relevance. It is feasible from offline sense but yes it also possible from the online perspective as well, was what Kiran opined.

This is easy to do as your customer can know who the company is and vice versa who the customer is can be known by the manufacturer. The whole concept of cross channel conversation, technology plays a crucial role. Besides this, content strategy is also an important factor that cannot be looked down upon.

Kiran agreed to what Nitish said that at least in the technology world, 60% of the consumers do opt for online for research purpose, but when it comes to make a purchase decision, you need people to handhold you who has a hands on experience to answer the questions and suggesting what is nothing but the best is important. This is especially true in case of technology.

Nitish Tipnis, Director- Sales & Marketing, Nissan

He started off the conversation by stating that we were looking at how to do interface with the consumers? It was to do with the focus groups and it was through samples. You go back to them and ask what do they buy and how was there experience on using that product.
It was crucial to know what are their need gaps, as every consumer who bought a durable, the time span ranged from a day to 6 months. Hidden agenda from every single retailer was to be discovered.

Also, when the consumer gets back to purchase, one brand is then replaced by another which is why, the point of purchase decision making was critical. After seeing this, he decided that there will not be any interface with the manufacturer. Also, according to him, the value of conversations is important for he belongs to the field of durables. This is so because, the buying cycle in his business is very long. It is 7 months for a mobile while 7 years for a car.

Also, the potential and prospects of a consumer giving bad news is higher than having good news is higher, depending upon the buying cycle. It can be detrimental for our brand. It can be positive as well.

Nitish disagrees to what Roheena said regarding offline purchase structure. He does not think that anything is going to change, I need help and May I Help You will be the two points that will never change. But how to blend is a good quest that needs to be answered. Also, you cannot crystalize any consumer’s mind track.

Thus, in a nut shell, both online and offline mediums are crucial.

[Sr. Associate – Content Marketing]

A content passionate, Jasleen handles content writing & marketing activities. Also, she leads Digital Marketing Internship Program. She is in the content writing and marketing fraternity for 6+ years now & is proficient in writing content for blogs, articles, books, brochures and social media. She embraces practical knowledge of WordPress CMS.

  • Digital-Marketing

  • There is 1 comment

    • 4 years ago

      Mallika Devi   /   Reply

      I think what is also an important area is where is the sale taking place, is it in cities which are well connected with internet or is it happening in some distant town, which although would have internet access but may not necessarily have the trust factor..

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