Top Story


Home >> Marketing >> Article

‘More than 60 pc of Google searches are from rural areas’

Font Size   16
‘More than 60 pc of Google searches are from rural areas’

How will emerging technology change the way we market, is a video worth a 1000 words, what should a futurist CMO’s scorecard look like – these were some of the issues discussed at length on Day 2 of the Futurist CMO conference that was held in Gurgaon on August 26, 2011.

According to Sumit Virmani, AVP and Global Head, Corporate and Product Marketing, Infosys, digital revolution was not something that that was happening in another part of the world; India was bang in the middle of it. “ books 12,000 tickets in a day, 12 million comments are being posted on the net as we speak. Digital is here and it is evident that the consumer has the power to build or destroy a brand,” he noted.

Sanjeev Jain, President and CMO, Reliance Capital, remarked that the marketing fraternity had not changed at the same pace and still had a long way to go. “Special attention must be given to rural India. More than 60 per cent of Google searches are from these areas. Interestingly, they don’t just enquire but make informed purchases. Revenue from online sources is in tune of Rs 25 crore,” he informed.

Tim Leberecht, CMO, Aricent Group and Frog Design, USA, elaborated on how we are moving towards smart systems that would be led by real-time feedback. “I will debunk four commonly held marketing strategies that will no longer hold good in the near future.” Firstly, he urged marketers to not swear by the strategies that the companies had. They should adapt quickly according to the situation. Secondly, he said that the need to control must be given up. “Brands are becoming publishers. They own stories and content. A brand should lead by a fantastic product and service and then the people will take it viral,” he added. He then he emphasised on the need to change the message constantly, because unpredictability was the new constant. Lastly, he stated that data was becoming increasingly complex and there was a need for evolving analytics to keep pace.

Also read:

Digital has to become mainstream for brands to survive: Marketers


Our typical marketing budget is usually 10 per cent of the topline spend

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, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...