Dippak Khurana, co-founder Vserve, had a fire-side chat with Pavan Sarda, Group Head- Digital at Future Group India, to decode the mind of a marketer in the digital era at TechManch 2017 held in Mumbai on Friday. “Data is everything, especially when you want to be sharp with the audience. Data can be of big help if data collaboration is practised as far as mobile marketing is concerned,” Sarda said speaking about the digital marketing ecosystem. He felt that while there is a lot of data in India, the industry is yet to be able to read it well to carve out precise insights.
Speaking about how his team approaches marketing, Sarda said that digital cannot be ignored if one wants to engage with ‘young India’ so his team’s mandate is to create reasons to engage with the audience.
Sarda said that there is no way out of this digital ecosystem. “It is all about marketing in the digital world, not about digital marketing,” he remarked. Future Group believes in putting the consumer first and therefore the company embraces the digital medium because all of its core TG uses this medium, Sarda noted.
He then said that his team does not extend an offline of TV-led campaign into the digital medium but instead first leads the campaign from the digital medium. The moment CEOs start seeing the digital medium deliver results, they will allow you to do what you want to, Sarda said, talking about how his team displayed conviction in the digital medium.
Sarda said that one of the recent campaigns that was well-received internally and overwhelmed him was the World Short Day campaign in April 2017. The campaign was meant to establish shorts as the new denims. Sarda reasoned that the campaign had to be digital because their TG is everyone who is young in their mind, and that’s the kind of TG that mostly uses the digital medium. The response to the campaign was immense with 1.5 lakh shorts being sold during the campaign phase, revealed Sarda.