Indraneel Ganguli is the SVP and Global Head (Brand Marketing & Communication) at Tech Mahindra. As a member of the company’s Leadership Council, “IG” essays a dual charter as - Head – Marketing for revenue generation and brand building across the Company’s markets across ANZ, ASEAN, India, MEA and Head – Brand, Global Media and PR. Ganguli speaks about the changing nature of society and how brands and marketers will have to adapt quickly to stay relevant. He also gives insights into Tech Mahindra’s marketing and internal communications strategy. Excerpts.
What is Tech Mahindra’s marketing philosophy?
There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, Amazon, right now, is more an IT company than Tech Mahindra is. Hyperdigitalization is changing the paradigm of doing business.
Some of the other important trends are globalization and consumerization. The consumer is no longer satisfied with what a brand is producing but will start asking for what they want. Another thing is the Cloud. It was always around but no one had any idea about its potential. Today, when it has come down to the street level, Fog, it has changed the paradigm.
The sum total of Tech Mahindra’s marketing strategy boils down to narrative, awareness and intimacy.
Can you elucidate?
The target audience for Tech Mahindra is rapidly changing. To give you an example, 55 per cent in Oil & Gas sector are retiring in the next 1-2 years. This was a generation that never used smartphones and tablets but the next generation will be one that has grown up on it so we need to change the way we approach the sector.
On the narrative front, we are looking at how we can tell a story in an interesting, illustrative and simple manner. People have lost the innate ability to retain messaging. So, how do you cut the clutter? The next thing is creating the intimacy, which is extremely important. At the end of the day the human connection is more important.
In your opinion, how is the role of the CMO changing?
The fundamentals of marketing will remain the same but the way they are delivered will change. The main objective of the CMO is to simplify things. The CMO will become the Chief Simplification Officer. More and more CMOs will realign themselves into vertical silos. This will become very important.
Tech Mahindra’s tagline—‘Connected World, Connected Solutions’ is a manifestation of simplicity. Simplicity will see the emergence of a new breed of marketers who are marketing technologists.
How does this relate to the concept of digital marketing?
Too many companies are thinking in terms of digital marketing but they must think in terms of marketing in a digital world. These are two different things.
Internally, what are the things Tech Mahindra is doing to boost employee interaction and communication?
“One of the things we did was create an app called EAAP (Everything as an App; pronounced ‘Yap’) is the Tech Mahindra’s latest mobile News app that will serve as the source of Tech Mahnidra & Industry news /updates, for communication.
EAAP will serve as an important source of news, as we continuously evolve to innovate and bring positive impact on our stakeholders.
Free Voice is another initiative where every employee is encouraged to speak out or complain about anything; no holds barred. “
Going forward, what are some of the trends you expect to see in the marketing domain?
Reading long copy as a habit is going down. People understand the gist of it in 5-6 words. We have to adjust our communications to this trend. The world has not really seen that great use of QR codes. We could be seeing press releases and press announcements being done through QR codes. Similarly, if you see smartphones, marketers have yet to actually use the power of gesture control and hand movements.
If you were to question the traditional media agency, they have been set up to provide narrow media suggestions. But we will be moving from media facing to consumer facing. We are uniquely positioned at the intersection of marketing and technology.