Experts

Consumer engagement, disruption and innovation key to staying relevant, say brand experts


The 13th edition of the BW Business World Marketing Whitebook, which this year put the spotlight on the ‘ADC – AI, data and content’ in marketing, was launched by T Krishnakumar, President, Coca-Cola India & Southwest Asia in Delhi on July 21. The event was attended by over 300 delegates who actively engaged in conversations around the impact of newer forms of technology on marketing.


 


Speaking about the state of the nation and taking a futuristic view on where India is headed, Prasun Basu, President – South Asia, Nielsen, said, “We must look at the long-term goals and in seeking those, we need to understand the technology, tools and machines available to unlock those goals. We, as a country, are in a great position and are looking at a hyper growth of 10–15% in different categories. The power to achieve these goals is in our own hands.”


 


Explaining how content, data and AI will enable deep, novel and valuable connections with consumers amid transformation, Preeti Reddy, CEO, Kantar South Asia Insights, stated, “The market scenario is very favourable for India at the moment. We must realise that India will not follow some other model; it will develop and grow in its unique way. Also, we will not be able to achieve our goals in the complete sense if we do not take the marginalised or the vulnerable part of the society with us.”


 


For Sumit Sawhney, Country CEO and Managing Director, Renault India, the whole meaning of marketing has changed today. Earlier, it was all about advertising.  But today it is true marketing. “I think all of us know what a customer wants because we ourselves are customers. The biggest challenge that we see in our industry is how we can make sure we have the right conversation with our customer. If you are going for a change, you are just doing better than words. But if you are going for disruption, you will be different than others.  Two words that are very important are: Disruption and Innovation,” stated Sawhney.


 


Over the years, content marketing has been one of the most used terms in marketing. Explaining the challenges that brands face while engaging customers through content marketing, Vani Gupta, Marketing Director, Indian Snacks & Foods, PepsiCo India, said, “A great challenge for traditional marketers is how to involve and engage consumers. The consumer today does not want to be disturbed so it becomes a challenge to make him or her recipient of the content.”


 


Gupta also highlighted that the response of consumers to the content generated depends on the evolution of consumers, and while some may acknowledge the evolution as evasion of privacy, others may find the personalised experience beneficial. In her view, it all depends where the individual lies in the chain of digital literacy.


 


For Anika Agarwal, Senior Vice President & Head, Digital & Direct Sales, Max Bupa Healthcare Insurance, content marketing is all about live storytelling. “There has to be personalisation of content in order to make it authentic and innovative. The power of content is to create experience by personalising the available structured and unstructured data,” she said.

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