The National Association of Software and Services Companies (NASSCOM) in a first of its kind initiative will be organizing MarTech Confluence 2015 to inspire businesses to use technology to drive deeper brand-consumer connections. The conference will be held from 3rd ndash;to4th September 2015at ITC Grand Central, Mumbai to discuss opportunities that technology integration will bring in the field of marketing.
The world is increasingly transforming into a digital sphere, with nearly 50% of the global population having access to web. This transformation has further escalated with the multi device availability to access internet. This is redefining the role of marketing, and causing companies to invest more of their marketing budget on technology. Advancement in digital technologies has led to expansion of the internet usage and India with its 354 million internet users as of June 2015 is expected to surpass US internet users number by 2016 to become the second largest internet user population.
Mr. R Chandrashekhar, President, NASSCOMwhile talking about the event said, With technology penetrating almost every aspect of our lives, this confluence will give a platform for CMOs and CIOs to exchange ideas and collaborate on the future of technology led marketing in India. The forum will generate powerful ideas for the future, identify opportunities for the Indian technology industry and create a platform to align stakeholders around its vision.
In the last 5 years, there has been a significant change in digital consumers; behavior. Consumers are increasingly using multi-screen for data consumption and a typical global multiscreen user spends close to 7 hours on various devices for media consumption. Out of which 2 hours 27 minutes are spent on smartphone, which accounts for 35% of the daily screen minutes spend. India stands higher on this transition curve as multi – device owners in India typically spend 2 hours 42 minutes on smart phones and 1 hour 36 minutes on laptop. The total time spent by typical Indian multi device on screen is close to 6 hours 24 minutes, this presents an unprecedented opportunity for marketers to reach out directly to their customers.
While, traditionally marketing has always focused on communicating a brand story through established media like television and print, new technologies are giving consumers exceptional powers to reject, add to, or endorse the brand story. Digital initiatives will be the key driver of marketing spends for the next 10 years. At present, the global marketing spend is estimated to be ~$1097 billion, it is expected to grow to ~$1571 billion by 2025. Technology as a percentage of marketing budgets is expected to rise to 12% in 2025 from 3% in 2015.
Keeping these trends in mind, the two day confluence will bring together leading global and Indian marketers and technologists to guide businesses on how to use technology to better their marketing efforts. Industry stalwarts like D Shivakumar, Chairman CEO, PepsiCo India and Prof. Nirmalya Kumar, Member- Group Executive Council, Tata Sons are someof the specialists who will be addressing the event.
NASSCOM is the premier trade body and the chamber of commerce of the IT-BPM industry in India. NASSCOM is a global trade body with more than 1800 members, which include both Indian and multinational companies that have a presence in India. NASSCOMs member and associate member companies are broadly in the business of software development, software services, software products, consulting services, BPM, e-commerce and web services, engineering services and animation and gaming. NASSCOM membership base constitutes over 95% of the industry revenues in India and employs about 3.5 million professionals.