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Guest Column: Technology has become the means to provide a differentiated experience: Ritu Madbhavi, FCB Ulka

Guest Column: Technology has become the means to provide a differentiated experience: Ritu Madbhavi, FCB Ulka

Author | Ritu Madbhavi | Saturday, Jan 07,2017 8:31 AM

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Guest Column: Technology has become the means to provide a differentiated experience: Ritu Madbhavi, FCB Ulka

Ritu Madbhavi, CIO, FCB Ulka, feels that not only 2017, but the years to come will belong to agencies that don’t just have the best ideas, but also the best technology backbone compounded with the temerity and courage to leverage it to deliver something new and exciting.

Digital transformation is the buzzword at every organisation today. Everyone is in some phase or the other of digital transformation. However, the pace and impact may vary depending on the organisation or the sector.

Gartner’s 2016 CEO Survey found that CEOs believe 30 per cent of customer-perceived value of their products and services is digital. By 2019, they expect the figure to rise to 46 per cent. In this blistering environment, many enterprises have made a start with digital business, such as by digitalizing physical products or turning data of interest to customers into a service.

Through this transformation, we are able to perceive our enterprise’s competitive situation through the eyes of an outsider. Thereby gaining insights into the ever ephemeral “what else” questions?

What people or companies can your new digital products serve that you have not catered before? Which companies in other industries have technologies that could disrupt your traditional market?

Agencies will be ahead of the digital transformation curve not only in terms of internal transformation, but also in terms of the “end product”. It is imperative to use this digital technology to revolutionise products and services and not stay confined to the glass bubble of transactions and marketing of your industry.

The agency employees are young and comfortable with the latest gadgets, making it easier to implement new technologies in the organisation. We can embrace this transformation by nudging one of the three tipping points –technology, regulation and culture – in your favour through this digital revolution. Invest in a startup with promising technology or work with your industry peers to shape a key regulation.

Access to information anytime, anywhere on any device is no longer a “nice to have facility”, but is becoming a necessity now, given that data is increasing at an exponential level, at a dynamic pace. All the above makes “moving to cloud” an obvious solution for agencies.

We, at FCB Ulka, have moved our entire production environment to cloud and have given users unlimited storage on cloud. This allows one to access his/her data 24/7 from any device.

We are experiencing an accelerated pace in digitization due to the mass adoption of smart devices and services. More consumers, with more connections, are driving the demand for digital content. Audiences want more personalised content to match their digital lifestyles, anywhere and at any time. Given the competition across all the new content sources, agencies have to adapt their end product and its delivery mechanisms.

The transformation is evident and one can see that the creative product is influenced by the advent of newer technology. The old adage, ‘There are no new ideas, only new combinations of old ones’, is particularly apt given today’s widespread clutter. With literally tens of thousands of brand messages assaulting the consumer’s senses, technology has become the means to provide a differentiated experience. 

The impact is clearly visible in the huge percentage of Cannes awards given to experiences driven by technology. Be it the use of Skype to connect aged Britishers in need of company to underprivileged children aspiring to learn English in Brazil or the creation of fair-skinned dolls that turn red in the sun unless Nivea sunscreen is applied to them by the children... technology is making its presence felt everywhere. 

From Google cardboards to HOLHO pyramids, from augmented reality to multi-sensory experiences, technology is enabling advertisers to connect in newer and far more engaging ways with the consumer. Not only in 2017, but the years to come will go to the agencies that don’t just have the best ideas, but also the best technology backbone compounded with the temerity and courage to leverage it to deliver something new and exciting. 

(The author is Chief Information Officer, FCB Ulka)

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com

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