With more and more brands making the transition towards ROI driven campaigns, marketers have the added advantage of getting their desired outcomes over and above the objective of reinforcing the brand message. In a panel discussion moderated by Sunil Naryani, vice president, Dentsu Aegis Network Asia Pacific, experts explored the possibilities for marketing in a digital world.
One of the major impacts of digitisation on traditional manufacturing B2B companies has been a push towards digital offers, services and engagement – a shift from a traditional product business to a holistic and software. According to Atin Chhabra, global director – digital customer experience, Schneider Electric, businesses have become more sustainable, efficient and resilient due to digitisation. While the time to market has reduced in this setting, there is greater brand loyalty and the recurring revenue model has become more seamless and simplified.
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Mike Eksteen, vice president, digital, Asia Pacific, Chubb, said that digital transformation is not just a buzzword. As seen with the coronavirus pandemic, it is essential for any kind of business. He acknowledges the role of digital transformation at his own company, which aims to make financial services more accessible and efficient (all across the value chain) and this has been made possible through digital transformation.
Sumeet Singh, chief marketing officer, InfoEdge stated that being an internet-first company, having access to data has been tremendously helpful. With the coronavirus pandemic, people were laid off not because of performance but because of businesses realigning to survive the uncertain period. In response to this, Singh said “In our (Naurki’s) messaging, we made sure we established the same kind of imagery with recruiters as crucial hiring was still happening.”
“Gone are the days when marketing was an art, it’s a very strong mix of data and science these days. And it’s a boon for us,” says Tarun Bhagat, director – marketing, hydration and Cola, PepsiCo India. He credits a total connection planning approach with Pepsi’s successful marketing campaigns targeted at the youth made possible by the power of digital marketing.
(This is an executive summary of the session, and the longer version will be uploaded in the coming days)
