In an exclusive interaction with exchange4media, Sandeep Aurora, Director, Marketing and Market Development at Intel, talks about the top trends and challenges that the marketing fraternity saw in the year gone by.
Which are the biggest trends that emerged in marketing this year?
The most prominent trend in any industry this year has been the coming of age of social media. The amount of impact social media has now, at the end of this year, versus even at the beginning of this year is very different. It has emerged as a very important platform for brands to connect with consumers. And, I think, it is going to continue to grow in terms of relevance. That’s the biggest change any marketer has seen this year. Social media is going to make marketing more interactive. Brands will need to become more honest, more forthcoming, and more transparent.
Is there any industry-specific trend that you have seen emerging?
From a computing industry standpoint, computing is becoming mainstream. In the technology landscape, the adoption needs have changed. They have grown positive, which is an extremely positive change. We are adopting technology faster, we are understanding technology better, and the ease of use is making adoption all pervasive.
Which is the best marketing campaign that comes to your mind for 2014?
There are a bunch of them. I really like the work Coke did in India during Diwali. I also liked the stuff that Heineken has been doing lately. I found these two at the top of my list this year.
There was a market report that stated that online TV viewing is going to increase by 300 per cent. And there have been similar reports doing rounds all year. How do these kind of numbers impact the entire digital industry?
In this what is happening is, content consumption is changing value. People are watching content in snackable form. They are not interested in watching content in a one hour stretch. So, the so called catch-up TV, whether on the Web, or YouTube, or mobile, or paid TV, is catching up. As people grow busier, they want to explore more opportunities. If I am sitting in a car, and have a ten-minute window, I would watch a short snippet. That’s why even the programmers and content developers are building shorter versions of 30-40 minute episodes.
From a marketer’s vantage point, what is the biggest challenge that the industry has faced this year?
As new platforms evolve, content consumption is going up. Platforms are not growing at the cost of existing platforms. The number of screens is increasing. The biggest challenge for a marketer is to figure out how to draw an all-inclusive strategy to connect with the consumers so that you don’t lose out on any opportunity. While doing that, one needs to make sure that you are not splitting yourself too thin. Whatever medium you choose, you need to go deep enough.