Epsilon to focus on the global Fortune 500 companies in India
The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon
Bryan Kennedy, Global CEO, Epsilon talks about the company’s plans of developing marketing solutions for subsidiaries of the global Fortune 500 companies out of which many are based in India. He also talks about Epsilon’s position in the Indian market right now, the industry of data marketing - its present and future in India. Excerpts:
What are your plans for India?
As we continue to grow, this will also mean serving brands in India. We currently work with one of the largest passenger car companies, helping them develop digital assets including their main website. Automotive one of the largest industry verticals for Epsilon globally, so it is a natural fit for us. As we think about growing our client base in the region, a very logical progression for us is to develop marketing solutions for subsidiaries of the global Fortune 500 companies, many of which have a presence in India.
The company entered India in 2015. How has it been here? What are some of the significant changes that you’ve observed within these 2-3 years here?
Our primary focus is on helping to make our global clients very successful. With 2,000 associates in the region, India has become Epsilon’s global hub to ensure we achieve this on a global scale.
Over the last two-three years we've had tremendous success in building out our global delivery capabilities in a way that adds a lot of strategic value both for our existing clients and our future growth. The India workforce is very diverse, especially in the marketing space, and it’s important our clients see that diversity in their client teams.
3. What is the scenario of data marketing in India compared to the same in the rest of the World where Epsilon is present?
The data marketing industry in India is less mature than the market in the U.S. and while this creates limitations for marketers to truly understand their customers, it also creates a great opportunity for innovation in India. We look forward to bring our learnings from the U.S. and EMEA markets to India to help brands create more compelling customer experiences and deepen their relationship with customers.
Any predictions about this industry about 5 years down the line?
The future of the industry will be 1:1 advertising particularly as traditional channels, like television, become more addressable. Brands will have the ability to reach consumers on an individual basis no matter the channel. As part of this, brands are looking for advice on how to navigate the addressable landscape and make better decisions about how they allocate their marketing investments across all channels. Epsilon not only provides the expertise to help brands do this but more importantly, we help brands measure what is working and not working. This involves data and the ability apply the analytics that provides the insights required to deliver better customer experiences and make better marketing investments.
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