MarTech Mumbai: We have shifted from a horizontal screen to a vertical one: Experts

Pawan Sarda, Group Head- Digital, Future Group and Aarti Samant, Lead Digital, e-Commerce & Content, Future Group, shared insights on how they are using Marketing Technology to amplify their brand

e4m by exchange4media Staff
Updated: Nov 27, 2019 8:33 AM
Pawan Sarda and Aarti Samant

MarTech Mumbai 2019 Conference took place on November 26th, 2019. The conference had sessions that helped attendees enhance their marketing knowledge through technology. The myriad of sessions focused on building traffic, expanding brand awareness, improving customer service and gaining insight into today’s latest digital tools.

One of the speaker sessions was on 'Making Marketing Technology Work'. Pawan Sarda, Group Head- Digital, Future Group and Aarti Samant, Lead Digital, E-commerce, Content, Future Group, the speakers of the session shared insights on how they are using Marketing Technology to amplify their brand.

Samant started off the session saying, "The trends are changing in the digital world. From a horizontal screen, we have shifted to a vertical screen."

Sarda stated that "Marketing is taking a large shift, we need to talk to the audience on a one on one basis."

Today there are so many tools, platforms such as Tik Tok have come in and changed the way India is creating content. “Everything is now 15 seconds or 10-second videos. That is the one thumb rule that we come from in our Digital team. It is all about being effective in our marketing communication using the change in the evolving technology”, commented Samant.

Samant then shared insights on their latest 'Pujo' campaign that they launched on their digital platforms this year. “We were authentic about our latest Pujo campaign and this is one of the major reasons for its success”, shared Samant.

They used Instagram and all its native elements and not just for an engagement-driven campaign but to drive business in the Pujo market. “The intent was to connect with Bengalis and then we went a step ahead. This is where data plays a huge role. We decided to not just tap into the market of Bengalis in the East, but using the data across Facebook and Instagram we wanted to reach out to Bengalis across the country. To target them on a one-on-one basis”, commented Samant.

Their digital team's aim is to drive newer and younger customers. “For Bengalis, Pujo is such a love based festival where it is about making new connections. While we were brainstorming we realized that we need to reach out to the consumers through digital stories. We created a web series to increase attraction to fashion products. That is where the Pujo Love Story concept was built.”

In terms of retention, they got 28.4% retention which is really high from a fashion brand perspective. Samant said, “The reach was 42% but more than anything it was about the business we were able to drive and the love we tried to garner for the campaign from the customers.”

Sarda concluding the session remarked, "Using social media in the right spirit is what we have done with Future Group's latest Pujo campaign. We went down to the level of creating the show in Calcutta. Social gathering is very potent for Pujo and that is the insight we picked up. Fashion is a big part of any Pujo event. It helps reach out to younger audiences. The youth are influencers for their families. We had to talk to them and be authentic so that they get the message. Digital is a one-on-one medium, that helps you talk to your audience on a one-on-one basis.”

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