Are brands, agencies ready for GenNow, ask experts

By: | Published: June 10, 2015 12:18 AM

Marketing professionals agree that the digital revolution will drive the way a brand communicates with customers

Twenty-five years ago, when the world wide web (www) was launched, who would have thought that the internet would one day become a necessity. At its two-day 11th marketing conclave, which commenced on June 9, the
Internet and Mobile Association of India (IAMAI), along with netCore, got the who’s who of the industry to discuss digital trends.

The main topic of concern for everyone was if brands and agencies are ready for the consumer of 2020. “In the next five years, a 20-something will be the main TG (target group) and will drive the market. Are we ready for the GenerationNow customer, who wants things now and cannot imagine life without internet?” asked Tushar Vyas, chief strategy officer, South Asia, GroupM.

With the ongoing mobile revolution, India spends 2.3 hours on mobile and only 1.4 hours watching television on an average, elaborated CVL Srinivas, CEO, South Asia, GroupM. “But only 12% of ad spend is allotted to the medium which has 58% of time spent,” he pointed out.

The marketing professionals like HDFC Life’s Sanjay Tripathy, Vodafone’s Ronita Mitra, Godrej’s Shireesh Joshi, Future Group’s Sandip Tarkas and many others agreed that the digital revolution will drive the way a brand will communicate with its customers. Stating the example of the latest Nestle’s Maggi fiasco, Uma Talreja, chief marketing officer, Burger King, said, “Today public opinions are being formed on social media and at a very fast pace. Brands cannot change that; hence, they need to understand that they will have to react/respond promptly, at any given point or situation.”

They also emphasised upon the changing role of a CMO and how marketing is now a technical discipline as well.

“MarTech will change the way how brands and consumers interact,” said Rajesh Jain, founder and MD, netCore Solutions.

Stating the prediction by Gartner that by 2017, CMOs will spend more money on technology than IT will, digital agencies emphasised that all verticals need to work together today.

The Day One ended with an important question — are brands prepared to keep abreast with the pace at which customers are adapting to mobile?

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