‘The biggest innovation digital brought to us is moving to one-on-one communication’

At e4m TechManch conference 2022, panelists deliberated how innovation in digital is impacting marketing

e4m by exchange4media Staff
Published: Aug 17, 2022 8:32 AM  | 3 min read
tech manch

The 13th edition of e4m Indian Digital Marketing Conference and Awards had marketing leaders of the leading brands companies in India come together and discuss various aspects of brand building and other factors. The first session of the conference had some of these leaders deliberate on the topic, ‘How is innovation in digital impacting marketing?’

The panelists comprised Pragya Bijalwan- Chief Marketing Officer, Crompton Electricals; Santosh Iyer- Vice-President, Sales and Marketing, Mercedes-Benz India; Vishal Singh- India GM and Global Commercial VP, Moca Tech and Ranjani Krishnaswamy - GM - Marketing, Titan. The session was moderated by Dippak Khurana-Co-Founder and CEO, Vserv.

Kickstarting the session, Khurana asked what comes on one’s mind when they hear of marketing and innovation, to which Krishnaswamy said, “The first learning has been that don’t be overwhelmed by what you see digital offer to you. Look at what is the job to be done: awareness, consideration, preference or commerce. We have always been fed, thanks to our education system, like nothing succeeds like success. Now the whole mantra is nothing succeeds like experimentation. So if I look at the virtual try-on that you see on our Tanishq website today and where we started, we have come a long way. Our consumers are adopting new habits faster than we are. So I think momentum is a critical key.”

Bijalwan deliberated, “Digital is exciting and we see innovation almost every day. I think what puts back an ownership on us is to make very wise choices. Giving an example of my brand Crompton; we are actually into fans, and we have also got into an inbuilt appliance category which is very different from what we have operated in the past. What came as a task to us was what works for fans definitely does not work for inbuilt ones. Therefore, as marketers, it is our responsibility to choose what works and what not.”

“I firmly believe that innovation is not something like being on a new platform, because currently a lot of marketers, agencies and our own teams like to be on new things. That is not innovation. I think innovation is coming from consumer insight, to say what problem can we solve and will the industry follow you. There are so many buzzwords and they are all available in the public domain. I think we need to classify innovation as something that will solve some consumer issue or marketing problem that we have in front of us,” Iyer added. 

Concluding the session, Singh stated, “I just want to point out that the biggest innovation that digital has brought to us is moving to one-on-one communication rather from one to many communication. Whether it is indoor or outdoor, online or offline, digital has a role to play. Somewhere we are putting extra burden on digital because of this whole attribution game. We look at digital only from a performance point of view and that is where we are limiting the beauty of digital.”

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