Home >> Digital >> Article

Digital should not be the last few drops in a marketing mix: Experts

14-May-2013
Font Size   16
Digital should not be the last few drops in a marketing mix: Experts

The panel discussion on ‘Connecting the dots: Email, Mobile, Social, Web and Data’ at Impact Digital Marketing Meet covered the aspects of optimal use of digital media in a brand’s marketing mix, tracking reach and results, creating customer value, content and channel integration using digital media, among others. The esteemed panel included Vikram Chandra, CEO, NDTV Group; Manish Vij, Founder, Smile VUN Group; Venkat Nettimi, Director, Marketing and Business Development, American Express; Nikhil Rungta, Chief Business Officer, Yebhi; Anup Jain, Senior Director, Strategic Projects, Pizza Hut; and Amisha Sethi, Consumer Marketing Head, Lenovo. The session was moderated by Shilpa Kannan, Business Correspondent, India Business Report, BBC World News.
 
“For a company that has a (digital) goal, it is quite easy with the tools available. Which channel gives what kind of results is the crux,” said Vij.

The way digital is evolving, one sees new things every day. There is a product innovation every three months. But how do we use these innovations is the question, commented Yebhi’s Rungta.

“The global share of digital spends is about 20 per cent. Digital is not supposed to be the last few drops in your marketing mix to make it complete,” he added. He further said that Yebhi spends 50 per cent of its money in digital marketing.

Talking about the various media of communication, Chandra said that it is important that one understands that TV is the biggest medium of reaching the audience in India. “It is difficult to tell the marketers that digital needs investments,” he added.

Rungta said that today a person is always in front of a screen; a marketer needs to use the digital medium to understand how the user is engaging himself. To which Vij said that there are three areas to bet on: media, big data and digital.

Kannan asked the panel about the future of digital marketing and media. Jain made a pertinent point drawing an analogy in comparison to other markets spending big on digital. He said that India is not putting enough money into infrastructure to develop its digital marketing which holds future potential. Sethi of Lenovo also pitched in saying the digital medium should support conventional marketing.

Chandra bringing in the media angle said that news will never be taken as a commodity; if there is news on Facebook and Twitter, one would still trust BBC and CNN more. “Having said this, digital is a medium by which we can bypass the challenges of the past,” he added.

In the end, Sethi, taking mobile advertising into consideration, said that in a multi-screen world, a TVC with Amitabh Bachchan will be more effective on TV rather than mobile since the complexity of the content goes up as one moves to smaller screens. In the big screen, content consumption is far superior than a mobile phone. Hence, it is important to understand which medium has to be used for different kinds of communication.

Hindustan Times and HT Mobile Solutions were the presenting sponsors of the IMPACT Digital Marketing Meet. The associate sponsors were Times Internet, Lifebuoy and Mouthshut.com; BBC.com was the networking sponsor; and the event was supported by Digital Market Asia. 

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

In the same week, in BARC's Top 10 Advertisers FMCG brand Hindustan Lever continued to reign the category

Radio City retains the top position in Bangalore and Radio Mirchi continues to dominate in Kolkata

Hero Motocorp remained the leading advertiser followed by AMFI, Honda Motorcycle & Scooter India.