Digital marketing is over-abused and under-leveraged: Shoumyan Biswas, Flipkart
Modern marketing is much more than just a brand or a killer slogan. Technology has enabled marketers to influence the entire customer experience. So how do we stay on the top of our game in this new era of marketing? At the TechManch Digital Conference 2018 by exchange4media, Shoumyan Biswas, Chief Marketing Officer, Flipkart decoded this.
Watch the entire session here:
"It is also okay if you don't have a differentiated product or pricing. But if you donâ€™t have a distinct consumer experience across touch-points, you wonâ€™t survive," he continued. He spoke about the importance of exercising both artificial intelligence and human insights. "Data must power decisions. So must intuitions," opined Biswas.
He also highlighted that mobile is an opportunity which can be smartly leveraged by marketers. "Today the touch-points have become 100x where the dominant touch-point is mobile. When we put our 90% moneys in mobile, we saw 30% increase in efficiency," he cited an example of Flipkart.
"Every creative you do must load as a GIF. There is no such thing as static creatives," he advised marketers. Biswas said that since the millennial today is not watching television much, marketers have to create engaging communication for the mobile device. He also spoke about the importance of delivering personalised experiences. "The advent of the device has created a larger spirit of individualisation. This is an opportunity for marketers to personalise and create a one-to-one communication with the consumer," said Biswas.
The CMO also spoke about the importance of keeping customer privacy in mind while taking up on personalization."Itâ€™s very important that we find ways of doing business ethically. Itâ€™s also important that you have the right signals before you start scaling up," he suggested. He also said that marketers must aid the user in their buying journey. "If you just keep buying reach and frequency, you wonâ€™t be efficient," he opined.
Speaking about digital marketing he said,"Digital marketing is over-abused and under-leveraged." Biswas shared that as we work on good mobile content, a strong content-marketing strategy is of essence. "You need a content marketing strategy which is not just a beautiful creative but which also drives commerce," he said.
The MD of Sai Estate Consultants, Chembur, on their marketing strategy, adopting a carpet bombing approach, response to the Wajood app and why he now allocates maximum of his marketing spends on digital
Prachi Mohapatra on fbbâ€™s latest campaign, one-year after going omni-channel, and its growing reliance on content marketing
The marketing head of Greenpanel on marketing approach and how the company is working towards educating consumer about MDF
BookMyShow, Uber, Chumbak, Viacom18 and Radio City are some of the clients of the company
Experts from the advertising industry revealed their mantra for publishers at a recent event held in Delhi
Competition Vs Collaboration. Experts discuss which will help both digital and traditional media produce best results
He is said to be considering various offers and will take a decision soon