Home >> Marketing >> Article

There is need to move from buying reach to buying impact, say experts

31-October-2013
Font Size   16
There is need to move from buying reach to buying impact, say experts

Marketing is a crucial activity for all companies, and marketing during turbulent economic times assumes special significance. So, how does one cut costs and not corners and stay ahead in these VUCA times? Personalisation is one of the key strategies, said Kirthiga Reddy, Director, Online Operations and Head of Facebook India. She noted, “Samsung did something amazing for the launch of its Note 3 smart phone. As a logout property, there were different messages for females and males, which resulted in zero spillage.”

According to Ashok Venkatramani, CEO, MCCS, companies should now opt for Brand Social Responsibility (BSR) from Corporate Social Responsibility (CSR). “We need to link business and network with a social do good,” he said. Venkatramani cited the example of Lifebuoy, which has taken upon itself to eradicate diarrhoea with a simple habit of washing hands before meals. Brands need to put pressure on media to start selling profiles and not vanilla demographics, the MCCS CEO said, adding, “There is need to move from buying reach to buying impact.”

For a company such as Raymond, which imports 70 per cent of the raw material from Australia, here is direct impact of rupee fluctuations. Sanjay Behl, CEO (Lifestyle), Raymond listed three fundamental things that remain unchanged irrespective of the market sentiments, “Stay focussed, be fast & agile, and be flexible”.

Kirthiga Reddy, Ashok Venkatramani, and Sanjay Behl were speakers at a session on ‘Cut Costs, Not Corners – Smart Marketing for Turbulent Times’ at ISA’s Global CEO Conference on Navigating a VUCA World. The session was moderated by Sunil Kataria, COO, Sales, Marketing and SAARC, Godrej Consumer Products. The Conference was organised by the Indian Society of Advertisers (ISA) in partnership with exchange4media and held in Mumbai on October 30, 2013.
 

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Heated debates and serious discussion on several aspects of Digital Marketing marks time spent by esteemed jury led by Sanjiv Mehta, Chairman and MD, Hindustan Unilever

The new Ogilvy mantra is about being obsessive about and taking ownership of every aspect of the brand.

Today we have father-daughter duo, Rana Kapoor, Founder, MD & CEO, YES Bank, and Roshini Kapoor, Co- founder of the Three Sisters, talking about family trips and motivational thoughts