e4m Martech Fridays: ‘Internet marketing world is constantly evolving’
As part of a virtual panel, marketers discussed digital transformation and the metrics to measure its success
A host of industry heads came together this Friday as part of a virtual panel discussion on the topic 'Digital Transformation: Critical metrics to measure its success’ as part of the e4m Martech Friday webinar series.
On the panel were marketing experts like Abhishek Joshi, Head of Marketing and Business Partnerships - MX Player; Santosh Iyer, Vice-President, Sales & Marketing and Member of the Leadership Team, Mercedes-Benz India; Prasanna Rai, Vice President and Chief Marketing Officer - Wipro Consumer Care and Lighting; Bhagyashree S Navare - Associate Director, Category Head, Kurkure and Cheetos, PepsiCo, and Ankit Oberoi, CEO and Co-Founder – AdPushup. The discussion was chaired by Shradha Agarwal, COO- Grapes Digital.
Speaking about the pandemic bringing a number of changes in consumer behavior and ecommerce, Navare said, “For all of our brands we have seen greater household penetration and we are actively looking at this trend well… Along with the convenience that e-commerce offers, consumers are also looking for quality products.”
According to Prasanna Rai, overall at a channel-level modern trade has suffered but categories within e-commerce have seen good growth. “As far as metrics is concerned, performance marketing is much more effective.”
Sharing his thoughts on the topic, Joshi said the internet marketing world is constantly evolving and finding innovative ways to reach newer audiences.
“There are some broad approaches that we follow to acquire new customers and to retain the older ones — diversify the portfolio, making content that customers love and experimentation,” he said.
For Santosh Iyer, a lot of people think ecommerce is only good for FMCG products and that is not the case. “In this country, the biggest competitor for us is the mutual funds industry as people are advised to save rather than spend on luxury.”
“To reach out to customers in such a market, ecommerce plays a big role. To give an idea, from May till August this year we have sold 500 cars online - this is new and used put together,” Iyer pointed out.
Meanwhile, Oberoi noted that for content players digital has always been a big opportunity and something that has a great future. “Their approach towards digital was always seen as an investment, this business of programmatic is very tech-led and publishers lack the understanding of programmatic technology while a lot of people have come online recently, the data available to markets about them is still less.”
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