The digital world is on the cusp of finally becoming the leader in brand building, according to several Chief Marketing Officers at the 10th Marketing Conclave organized by the Internet & Mobile Association of India (IAMAI).
The CMOs believed that brands were becoming social and digital in attitude as well as in using the media implying that brands have to use different tools and give up on the tenets that they hold dear.
Addressing a session “Transformation in the digital age”, Priya Jayaraman, Co-founder and Business Director- Propaganda India said: “Digital medium has become the new way of doing business. SMEs are leveraging business through digital medium the most. Today digital medium has changed the way business is done, it has changed the playing field.”
The session also saw marketing heads discuss about how brands are and should be transforming in growing digital age. “Now digital marketing has become the world of data. The main focus for any digital marketer should be to make consumer aware that we are accessible,” added Rameet Arora, Director Marketing and PR, McDonalds.
The first session had panelists discussing about the brand presence on the digital platform. According to them, the digital platform is a double edged sword which can do wonders to the business on one hand and can scar the brand on the other. Furthermore, most of them concurred that the digital platform should be used to as a valuable interface instead of flooding the customer with information.
Addressing the session “Creating digital first strategies”, Namrita Sehgal, Director - Internet Marketing, Taj Group, said: "The digital platform has provided an interface for product improvisation. Today, we are taking into consideration what customer wants in a more effective way and digital marketing helps us to connect directly with the customer. Thanks to this interactive platform, we are able to convince the board on improvisation.”