Digital enables one-on-one dialogue with customers: Sachin Kapur

The CMO of Groupon India talks about internet being an effective tool for marketers and how non-online companies are spending more on digital

e4m by Ramarko Sengupta
Published: Feb 18, 2013 7:11 PM  | 2 min read
Digital enables one-on-one dialogue with customers: Sachin Kapur

More than 40 per cent of the planet will be online by 2015. This would mean a lot of opportunities to a lot of people, but at the same time it would be dangerous, stated Sachin Kapur, Chief Marketing Officer, Groupon India.

“It may pose a threat to politicians such as the Arab upheaval. But it will be good for corporates to spread their brand,” Kapur said. He further raised the question of whether we are prepared for the difficult transition that is happening instantly with online.

Kapur shared some interesting facts and figures – in the US, people used to spend 46 minutes daily online in 2002 and in 2012, it went up to four hours per day. And from three million websites in 2002, the number was 900 million in 2012.

Coming to India, Kapur revealed Google in the country has a 95 per cent share in ‘search’. India is the only country where more number of people are logging in through mobile than desktop. “India is the third largest user of internet after US and China,” he added.

“People who don’t believe in digital, I’m not with them. The internet is very important for marketers. One-on-one conversation with the customer is possible through the internet,” he said.

He further explained that non-online companies spend more on online than online companies themselves. “Like an automobile company would have all details about a car online. Before going in for an actual test drive, the customer wants to know every minute detail about the car, by reading it online,” he said.

Kapur shared his thoughts at All India Management Association’s Third Marketing Congress, held in Delhi.

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