IBC 2018: Tracing the growth of Digital Touchpoints in Marketing: Panel Discussion
The India Brand Conclave 2018 hosted by exchange4media in Gurugram witnessed a content enriching panel discussion on the changing landscape of marketing
Are the marketers today ready to take the big leap? Or marketing in the realm of complex consumers, multi-platform & multi-screen world; how to make it effective?
The discussion was chaired by Vikas Mehta, CEO, PointNine Lintas, along with Anika Agarwal, Senior Vice President & Head-Marketing, Digital & Direct Sales, Max Bupa Health Insurance; Dinesh Arora, Digital Head, Angel Broking; Prashant Verma, Vice President Marketing, Grofers; Trupti Bhandari, Global Lead – Horlicks & Boost, GSK Consumer Healthcare being the panel speakers.
Watch the session here and scroll down to read:
Mehta initiated the discussion with the importance of effectiveness in the marketing world. Talking about digitalisation, he paid emphasis on how with the advent of Google, marketers were promised to narrow the gap between the intermediary and brands by the emergence of the digital space, while that promise has come true to large extent. He also focused on the reverse impact of the same, as many horizontal and vertical lines have become prominent between the consumers and the brands.
Discussing on how various brands are evolving the process of measuring their respective return on investments (ROI), Agarwal stated, “Insurance is a traditional industry where the distributor is the consumer. The Health Insurance category is slightly under penetrated and is a heavy distribution category. In my industry, there are only 2-3 per cent consumers who go and buy a health insurance end to end online.”
Speaking on the measurement environment in the Investment industry, Arora said, “Adaption of the industry at large is not easy at all, there are only a few people who go ahead and open the account. Investing and continue investing is a tough thing.”
Grofers adheres to an industry that is measurable minute by minute, throwing some more light on the same, Verma stated, “the business of online grocery is different from other e-commerce business as others are want based business and this one is a need-based one. Measurement for us starts with the acquisition. We can classify in deep from consumer buying patterns etc.”
Bhandari talks about health food drinks we have known since the time we were growing, “We have very traditional brands to be around for more than 100 years, the form of marketing that we pick up is also quite traditional & media forms a major portion of our marketing while reaching out to our consumers. Last few years, the proportion of media has gone down, and we have started experimenting with various digital platforms.”
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