Amidst a grand gathering to celebrate the finest and trend-setting work in the marketing arena, Indian Marketing Awards 2015 - presented by Hindustan Times and powered by &TV, the keynote address on this year’s theme, ‘Marketology’, was delivered by Anand Kripalu, CEO & MD, United Spirits. Kripalu in his address spoke about how technology has the ability to make or break the fortune of a marketer.
Technology and Marketing
On technology as a force, Kripalu said, “Our recent trip to the Silicon Valley in September was an eye opening experience for us. A few things that struck me included how technology is disrupting the marketer’s world. It is also disrupting the connection between a supplier and the market in a way never seen before. The smartphone is going to be the trigger point of transformation. Mobile phones have become a way in which brands can stay close to their consumers and brands are increasingly turning to technology to foster this relationship.”
He added citing an example from his company, “We have introduced technology which is based on neuro-science and can give you a reliable insight using all those electrodes to know the likes and dislikes of consumers. Technology is playing a vital role in our company in terms of how we understand our consumers.”
Speaking about the greater need for content marketing he added, “Brands have become story tellers today. Content marketing is the kind of advertising people are going to be interested in. The pull factor, the buzz and the two way communication around your brand will ultimately determine how successful brands would be.”
Benefits of Digital Marketing
Explaining the trends in digital ad spends, Kripalu says, “Our return on marketing spend on digital is 2x compared to conventional medium and it comes with the benefit of tracking. In many cases, if your advertisement is played digitally, you pay only if your ad is seen but you cannot do that in conventional models. And you can have laser sharp precision in targeting, which you cannot do using conventional models. There are certain fundamentals about brand marketing that will not change- deeply understand your consumer and evolve your brand, stay one step ahead of the consumer. It’s about how we do it that has changed.”
IMA 2015 was held on 11 December 2015 at Le merdien, Gurgaon.