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Of tracking technology’s inroads into media, marketing, advertising

28-September-2010
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Of tracking technology’s inroads into media, marketing, advertising

Like all walks of life, technology has been impacting the brand communication space for long. However, not much has been discussed on how it is best used and how to prepare for the near future. This was extensively discussed at the Technology for Marketing & Advertising (TFM&A) event organised by UBM India in Mumbai on September 27, 2010.

Apart from creating a platform for marketing and advertising professionals to share their views on the future role of technology in marketing, the event also marked the announcement of the world’s leading integrated marketing and advertising solutions event ‘Technology for Marketing & Advertising (TFM&A)’, which is scheduled to be held at the Nehru Centre, Mumbai on May 13-14, 2011.

Speaking about TFM&A, Sanjeev Khaira, MD, UBM India, said, “TFM&A offers marketing, media and advertising professionals the latest seminars, industry insights, trends and developments as well as providing a meaningful platform for leading suppliers of data, CRM, direct, digital and online solutions, hence, delivering the perfect blend for truly integrated marketing and advertising campaigns.”

Giving their views on the future role of technology were Kevin D’Souza, MD, Pickle Lintas; Sandeep Suvarna, Head of Marketing, LinkedIn India; Mahesh Narayanan, Country Manager, Google India; Sujan Roy, Head – Product Marketing, Volkswagen Group Sales India; Kedar Sohoni, Co-founder & Director, Cross-tab; Mehul Desai, Founder & Chairman, Mail Order Solutions. Rajiv Hiranandani, Co-founder and Country Head, Mobile2Win, was the moderator of the session.

Hiranandani posed several questions to the panel on how technology was being used for effectively reaching out to consumers and also where was the future of brand communication heading with technology.

D’Souza made an interesting point about there being an idea in the communication which was compelling for the user, “If the idea is not strong enough, you are wasting the time of your clients as well as your consumer,” he said. Seconding D’Souza and taking the discussion further, Suvarna pointed out that context and relevance were very important. “The communication will or will not be relevant given the context that it is put in and this is what needs to be right,” he added.

Narayanan continued by saying that even though the audiences today were fragmented, communication needed to get to them, and this could be done only with the help of technology, which enabled one to target the right consumer at the right time.

Roy agreed that technology was emerging in the areas of innovation and responsibility, but, he added, the challenge to take that technology and giving it to the audiences. He was, however, positive about crowdsourcing being the future. “Crowdsourcing is something that we are increasingly getting pulled into without actually realising it, and that is what I think is the big future,” he affirmed.

Meanwhile, Sohoni cited the examples of the famous 4Ps of marketing and stated that they changed too. “Everything is subject to change. The fundamental nature of the product itself is changed. The moment you say digital, even the distribution of the product changes,” he noted.

Desai commented, “Advertisers need to find a process which moves from direct mailing, e-mailing and then phone call to find the connect, and each one of them is done through technology because of a certain interest of that consumer.”

The panel discussion ended with Simon Mills, Portfolio Director of TFM&A, throwing more light on TFM&A, stating, “We are not only impressed by the growing tradeshow industry here in India, but research findings also indicate there is a strong need for high quality integrated marketing and advertising solutions event.”

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