Karthi Kumar Marshan, Head (Marketing), Kotak Mahindra Bank talks about how marketers can overcome their fear of using technology and on maintaining a balance between technology and marketing.
Marshan said that we are probably like deer in the headlights, wrongly so, because the word technology makes us freeze. If you think about it, at one point of time cooking was technology because people used to it just what they could pluck off the trees or what they could hunt. It was only when they learnt how to cook that they became healthier. Before the creation of the first chair, we used to sit on the floor and break our backs, but today we don’t consider the chair as technology.
He further said that what we typically tend to think of as ‘technology’ is something that did not exist when you were born. Most young kids take the iPad for granted. Digital migrants have to make the leap. They have to try and assimilate this new beast that has not been a part of the better part of our life.
On maintaining the balance between marketing and technology, Marshan said, “Someone used the right phrase—creative technologists. Marketing teams will need to familiarize themselves with the technology tools available; there is no doubt about this. Will we all need to learn to code? Probably not, but we will need to have an appreciation, a constantly open-minded appreciation, about how the world is changing and how I can apply the next piece of technology or the next app to get to my business goals. Technology is no longer IT’s department, it is everybody’s responsibility. Technology is just not about IT, it is about designing and inventing new ways of interacting with people and products.”
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