Marketers from different industry vertical presented the best practices and optimum usage of the digital space that they have done for their brand in India /worldwide.
Rammohan Sundaram, Event Chairman, ad:tech New Delhi 2013
- Sandeep Amar, Founder, Pikboo.com
- Rajesh Chakrabarti, Chief Marketing Officer & Chief Innovation Officer,, Reliance Commercial Finance & Reliance Home Finance
- Manisha Lath Gupta, Chief Marketing Officer, Axis Bank
- K Ramakrishnan, President – Marketing, Cafe Coffee Day
Here is what the special marketing masters had to say:
Rajesh Chakrabarti, Chief Marketing Officer & Chief Innovation Officer, Reliance Commercial Finance & Reliance Home Finance
Because of technology, reliance on oneself is higher as compared to people we relied upon for decision making 5 years ago. Talking about Reliance finance he says, a loan is not an impulse buy, it cannot be sold online. Face to face interaction for buying and selling of loans is very important. Selling loans on internet is difficult and requires proper brand strategy. Reliance has tried to connect two mediums, the online and offline, to create consumer awareness and increase demand. Rajesh further adds, that the web has power. It is very important that every brand understands the importance of internet. Here are the following things Reliance did to improve online sales by implementing certain simple yet effective changes on their website:
- Kept the site simple
- Kept in mind that a single creative does not serve all medium. Hence different ad creatives are required for different mediums.
- Reduced the number of steps from logging on to the website to the final sale has helped close online sales. There were 8 steps before. Ensuring that the consumer doesn’t get lost in between the steps.
K Ramakrishnan, President – Marketing, Cafe Coffee Day
Here is a brief on the presentation given by K Ramakrishnan. Today, it is important to hear what consumers are saying over social media. More important is to capture those talks, look for opportunity and create excitement around that. The transition is happening between online and offline medium. Even if huge numbers of fans/users are following the brand, positive behavioral change toward the brand from the user end is important. Social media allows us to LISTEN, yes a brand can use social media to talk about itself, but listening is much more important.
In social media, a lot of negatives (negative comments and reviews) are being posted, but if the negatives are being answered then they create positives which are much more stronger than the negatives.
Manisha Lath Gupta, Chief Marketing Officer, Axis Bank
Here are the views shared by Manisha Lath Gupta on branding for Banking industry. In banking industry advertising creates consideration for the brand and helps in increasing preference. The advertising should sell products, and this is a constant challenge for the banking industry. An advertisement should not be limited to one medium, it should span across many mediums. Firstly, the brand should connect to the consumers. Connective branding starts with collective thinking. The key idea behind the branding of Axis bank revolved around the thought, ‘The progress of One person is the progress of other’. Keeping this thought in mind Axis bank created their advertisement ‘badhti ka naam zindagi’. Axis bank has also launched a very innovative website known as Progress Together. Through this website users can send thankyous and acknowledgements to friends, family, teachers, bosses etc. She also pointed out that direct product advertising is not engaging on the internet, it is usually skipped. The aim should be to entertain the users, educate them and inspire them.
Inspiring young marketers, Manisha commented that z CMO must make sure that all agencies and partners come together and work as one for successful branding. Unity!
Sandeep Amar, Founder, Pikboo.com
Here are the views shared by Sandeep Amar on brand promotion and marketing. He says social media is the latest talk of the town, everyone talks about it. The world is moving from offline to online, and moving fast. There is a change in everything. The market is changing, more products, brands, choices are introduced every single day which in turn increases competition. The mindset of consumer has also changed because of increased networking and internet presence. The consumer is super high on information. And of course, the way a marketer thinks is changing as well. With introduction of new mediums the creative process to use these mediums is changing.
To increase awareness about effective marketing techniques, Sandeep, shares case study of Blackberry Z10 and some flaws in their online marketing techniques.Firstly, he points out that Blackberry website does not appear in the first page for search of Blackberry Z10 which is a major flaw from SEO point of view. A search for “blackberry.com Z10” gives search result that goes to direct site of Blackberry. On a humorous note, Sandeep shared a hilarious fact about the official BlackberryZ10 website http://blackberryz10.com, they have an “I don’t have Facebook” button on their website.
We will be sharing more insights from ad:tech New Delhi very soon with all of you. Stay tuned.Marketing Masters: ad:tech New Delhi 2013 , Day 1 #adtechin,