The Indian Marketing Awards ’15 organized by Exchange4media saw marketers, brand experts and marketing specialists in attendance discussing the marriage of technology with marketing in the modern brand marketing environment today.
An interesting keynote address on how technology is going to affect the marketing game plan for brands in the future was given by Vineet Nayar, Founder Sampark Foundation & Former CEO,HCL Technologies.
Nayar started his address by speaking on internet of things. He said, “Internet of things will bring what we call the ‘safe-mode’ which will filter the data and hence data will no more be the driving force for brands and marketers. People are becoming more secure about their identity and this will lead to less data coming to marketers.
Speaking on the conventional marketing strategies by brands he said, “I truly believe that the old thought of marketing on a surface level is only going to make you obsolete and not revolutionary. The CEOs are being challenged in ways you have never ever imagined before. In the 18th century. The augmented reality system that is coming is going to make the entertainment industry cringe. People are not going to be satisfied unless every single entertainment is interactive on augmented reality front. Also the retail industry will be experiencing this in a very different way.”
Speaking exclusively to EE, Nayar spoke on how integral is the culmination of technology and experience for brands in order to engage with their TG. “Marketers who do not understand how rapidly is technology game changing, will see the results in future. As I said augmented reality and other technological elements are going to change how brands market themselves and how consumers will make purchase decisions. No one will have the time to physically enter a retail store and try clothes on, people will enter a store in the future via augmented reality and the entire experience of shopping will change.”
Nayar added, “Consumers are evolving and brands marketing activities should evolve too. The marriage of marketing with technology to create consumer experience will be the game changer in the future.”
