From a time when the synonym to marketing was a 30 second TVC to a time today where marketers have a plethora of options to exploit and choose from, the world of marketing in the current times has completely changed with the emergence of technology.
But how has ‘Marketology’ affected brands and their strategies was the subject of keynote address delivered by Anand Kripalu, CEO & MD, United Spirits at the Indian Marketing Awards organized by Exchange4media on 11th December ’15.
“There was a time when a 30 second TVC was the single answer to all the marketing worries of a marketer. Back in times the consumers used to enjoy a commercial and it used to bring together families. But today as soon as a commercial comes the channel is switched and hence marketers today face a lot of challenges while choosing the appropriate medium to market their products.”- said Kripalu reminding the gathering of a simpler time.
He added, “Everyday there is a new buzz word in technology as it is rapidly developing and it has the properties to thoroughly engage the consumers. Earlier cameras were used on special occasions but in the times today a smartphone that a consumer has is the most powerful weapon as its disposal giving him access to anything and everything.”
Speaking further he said, “Our recent trip to the Silicon Valley in September was an eye opening experience for us. A few things that struck me included how technology is disrupting the marketer’s world. It is also disrupting the connection between a supplier and the market in a way never seen before. The smartphone is going to be the trigger point of transformation. Mobile phones have become a way in which brands can stay close to their consumers and brands are increasingly turning to technology to foster this relationship.”
Kripalu also stated that brands have become story tellers today and content marketing is something that interests people.
Speaking on how digital marketing has impacted a marketer’s world Kripalu cited an example from his own experiences. He said, “Our return on marketing spend on digital is 2x compared to conventional medium. As digital offers you many things that conventional marketing methods do not. If your advertisement is played digitally, you pay only if your ad is seen but you cannot do that in conventional models. And you can have laser sharp precision in targeting, which you cannot do using conventional models. There are certain fundamentals about brand marketing that will not change- deeply understand your consumer and evolve your brand, stay one step ahead of the consumer. It’s about how we do it that has changed.”
In an exclusive conversation with EE Kripalu also spoke about the future of experiential marketing. He said, “Experiential marketing is not going anywhere and it will always be an integral aspect for any brands marketing strategy but with technology in place experiential endeavors by brands will also see an update. Experience for consumers is of utmost importance and cannot be substituted.”
