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Digital should not be the last few drops in a marketing mix: Experts

14-May-2013
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Digital should not be the last few drops in a marketing mix: Experts

The panel discussion on ‘Connecting the dots: Email, Mobile, Social, Web and Data’ at Impact Digital Marketing Meet covered the aspects of optimal use of digital media in a brand’s marketing mix, tracking reach and results, creating customer value, content and channel integration using digital media, among others. The esteemed panel included Vikram Chandra, CEO, NDTV Group; Manish Vij, Founder, Smile VUN Group; Venkat Nettimi, Director, Marketing and Business Development, American Express; Nikhil Rungta, Chief Business Officer, Yebhi; Anup Jain, Senior Director, Strategic Projects, Pizza Hut; and Amisha Sethi, Consumer Marketing Head, Lenovo. The session was moderated by Shilpa Kannan, Business Correspondent, India Business Report, BBC World News.
 
“For a company that has a (digital) goal, it is quite easy with the tools available. Which channel gives what kind of results is the crux,” said Vij.

The way digital is evolving, one sees new things every day. There is a product innovation every three months. But how do we use these innovations is the question, commented Yebhi’s Rungta.

“The global share of digital spends is about 20 per cent. Digital is not supposed to be the last few drops in your marketing mix to make it complete,” he added. He further said that Yebhi spends 50 per cent of its money in digital marketing.

Talking about the various media of communication, Chandra said that it is important that one understands that TV is the biggest medium of reaching the audience in India. “It is difficult to tell the marketers that digital needs investments,” he added.

Rungta said that today a person is always in front of a screen; a marketer needs to use the digital medium to understand how the user is engaging himself. To which Vij said that there are three areas to bet on: media, big data and digital.

Kannan asked the panel about the future of digital marketing and media. Jain made a pertinent point drawing an analogy in comparison to other markets spending big on digital. He said that India is not putting enough money into infrastructure to develop its digital marketing which holds future potential. Sethi of Lenovo also pitched in saying the digital medium should support conventional marketing.

Chandra bringing in the media angle said that news will never be taken as a commodity; if there is news on Facebook and Twitter, one would still trust BBC and CNN more. “Having said this, digital is a medium by which we can bypass the challenges of the past,” he added.

In the end, Sethi, taking mobile advertising into consideration, said that in a multi-screen world, a TVC with Amitabh Bachchan will be more effective on TV rather than mobile since the complexity of the content goes up as one moves to smaller screens. In the big screen, content consumption is far superior than a mobile phone. Hence, it is important to understand which medium has to be used for different kinds of communication.

Hindustan Times and HT Mobile Solutions were the presenting sponsors of the IMPACT Digital Marketing Meet. The associate sponsors were Times Internet, Lifebuoy and Mouthshut.com; BBC.com was the networking sponsor; and the event was supported by Digital Market Asia. 

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