Koichiro Shima – Co-Chief Executive Officer, Creative Director, Editor Hakuhodo Kettle, Japan & Yasuharu Sasaki – Executive Creative Director – Dentsu New York
In this new era Japanese agencies have created many successful digital advertising campaigns along with some campaigns which should not have been launched as they followed the policy of copy & paste from the successful campaigns. These unsuccessful campaigns were myopic and only focused on results and damaged the digital advertising field. So, here are some of our tips for a successful digital marketing campaign.
Digital is not a medium to express but it is the tool that we should use to integrate the diverse marketing media of business.
Here are two examples:
- We launched a successful digital campaign on internet where we asked people to join this campaign on internet and we shot a TVC for same featuring actual people.
- Just after tsunami in Japan we launched a campaign in collaboration with Honda where we provided information about road condition of areas affected by tsunami to people free of charge to make rescue and reconstruction much quicker. Continue reading
Mr. D Shivakumar, President AIMA & Sr. Vice President – IMEA, Nokia
Principally while defining your business you have to take into consideration the needs of your business. That’s the fundamental point of Marketing Myopia. I believe marketing has changed fundamentally.
Here are some changes:
- It is not the era of product brands anymore; it is the era of experience. Consumers now want a certain aura of experience now.
- The concept of place has changed, place today is any site which a consumer can access to know about your product, it could be internet or a physical store.
- We have moved significantly from price to value. It is not about just promotion, we have classically run brand on the basis of promotion in our country. Advertising affect attitude to change the consumer behavior.
- When you are doing promotion like 20% off & 30% free, you are changing behavior. By offering this promotion we are changing the consumer behavior and we are hoping that their attitude will change. We are planning to educate the consumer today rather than just promoting our product.
Advertising has changed dramatically, In 1980s for adverstising we had just two programmes in our mind: Hindi feature films & Chitrahar, with these two we could cover 80% of our target consumers in any category. Today it is a difficult task. The fragmentation of media now is dramatic. Continue reading
Mr. D Shivakumar, President AIMA & Sr. Vice President – IMEA, Nokia
Brands have different types of mnemonics. Some have audio or sound mnemonics, some have color mnemonics, some have logos and some have a combination of audio, color, and logo.
An example of a mnemonic is the Amul Girl, is the Mercedes and BMW symbols, and is the red color of Coca cola and the blue shade of IBM.
Mnemonics have been around for years and were useful in differentiating and adding an experience layer to brands. The origin of branding was in marking a product/commodity and then adding a symbol or picture to it. The symbol or picture was very important in the early days of branding because the vast population was illiterate and there was little media except posters. So the ability to put up a symbol on a poster led to the early mnemonics. Continue reading
Mr. Neeraj Gupta – Director, Sales and Operations, Google India
Here are some internet principles that one should keep in mind when one think of business, product & market. When the internet started a few years ago, we could not imagine that there would be around 150 million internet subscribers in India. That does not mean that the other mediums of marketing are losing their grip. India is one of the few countries where print media still plays an important role unlikely in other countries like US.
The first principle of Internet is: Use the unprecedented scale of internet. Facebook has over a billion users, Youtube has over 800 million users. The reach through this scale is amazing. This medium allows SMEs to reach out to people of different backgrounds. Lady Gaga was a brand that was built on internet in a small period of time. One of the rare and interesting example is Psy & his gangnam style which has hit over a billion views in less than a few months of launch and made his style of dance, which was only available & popular in Korea reach across the world in just few months engaging more that million people and creating a revenue source for the artist & the publisher in very quick period of time. Continue reading
Shefalika Saxena, CMO, Microsoft India
Do you remember when newspapers were black and white and red all over; when radios were family affair and everyone watched television together. Remember the days when time ticked slowly, when 5 minutes were not instantly as old as five years ago. Today an average smart phone user checks his/her phone 150 times a day. 98% of SMS are opened within a minute of receiving them. Real time is right now, everything else is history. Time today has lost its linearity. Remember when clouds belong to the sky, tweets were bird, avatars belong to Vishnu and Pandora unleashed mayhem instead of music.
IT crowd changed the rule of the game quite completely by introducing a sticky new communication landscape, a highly addictive one and most of us are probably hooked to it. IT crowd gave a digital mega phone to around 2 billion people around the world and that smashed boundaries with respect to content creation, consumption and advocacy. Today you can’t just read an encyclopedia, you can write one. 90% of all data that exist in the world today from the start of recorded history was created in the last two years. Data volume and Data velocity are both increasing exponentially. We have 4 questions in relation to data which are: How should I get that information? How would I understand that information? How do I action that information? & how would I protect that information? Continue reading
Mike Canning, National Managing Director, Deloitte LLP, USA
I want to discuss with all of you three topics. First, I want to talk about my observation as an outsider about what is happening in India, secondly to talk about the recently accomplished research of how do companies excel to grow and what are the key factors that drive them; and last but not the least, the strategies and options which companies consider to make a business decision.
It has been a wonderful growth story in India in the last 20 years through various forms of reforms that have been adopted and the ones proposed recently have been welcomed by other countries. It provides a mechanism and a way to further grow and invest in India. It is interesting that many Indian companies have grown to become global participants and players. When you are in global spot, there is much difference in responsibility in terms of opportunities to push, drive and innovate. You have to bear the risk of global market and the risk to ignore innovation. You have to navigate as a global citizen through different times. We are probably living in one of the highest periods of uncertainty globally. Continue reading
Mr. R C Bhargava, Chairman, Maruti Suzuki Ltd
Manufacturing has spear-headed the growth of various countries like Japan, Korea, China, Thailand and other countries. Manufacturing sector has been the leader for the growth of a country. The area of manufacturing contributes 40% to the GDP. In India, we have had periods of high growth but manufacturing sector is contributing only about 15-20% to our GDP. The government of India recognizes the importance of manufacturing and the new manufacturing policy included in the 12th plan brings forth various reasons why manufacturing has to grow much faster.
The growth of our economy so far has been led by service sector & IT sector. But to make sure the inclusivity in the growth and to provide employment to millions of people who will be joining the industries from rural areas, we have to focus on the area of manufacturing. That’s why manufacturing has been rightly given high priority in the 12th plan. Why has not manufacturing picked up in India like it did in other countries? India had been ranked by the World Bank as one of the most difficult company to do business due to its strict business policies. Continue reading
Mr. Santosh Desai, Managing Director & CEO, Futurebrands India Ltd.
More things have changed in last 50 years than perhaps in all the generations preceding that and therefore the idea of living with change, the idea of living with uncertainty and drive change through it is an imperative for an organisation, business or any human being. What is interesting about this subject is that in the midst of all the change and uncertainty, we always try to resist change. The organisation’s tendency is to find ways to resist the change somehow, not accepting fully the extent of uncertainty and in some ways creating an island of stability. By talking too much about change, we actually insulate and immunize ourselves to stop dealing with it.
In stock market and election analysis, till the time the results come out there is a sea of comprehensions & mayhem of chaos. The day the results come out, everyone is an expert; everyone is certain what happened with very neat and ordered explanation & analysis about the results. Looking at the mechanism of uncertainty, we miss the fundamental and basic explanation of uncertainty with more proximate and comfortable explanation. You have financial markets worldwide, they are in a state of despair and yet we run away from acknowledging that. Therefore this kind of tension that exists between embracing uncertainty and actually being comprehended at a fundamental level starts many conversations in many successful organisations today. Continue reading
Mr. Shivinder Singh, Executive Vice Chairman, Fortis Healthcare
I want to share my thoughts for a business that is not traditionally organised, not just in India but in most countries of Asia. Healthcare is not a business that is seen as an industry or something that people are excited about. Many people tell me that we make money when people fall sick and we make joy out of other people’s distress and sickness. Unlike many other business which are consumer facing like FMCG business & hotels where customers chose the products and services they like, but in 99.9% of cases, people come to us when they have no choice left. They don’t want to come to us; they don’t want to be in situation where they have to consult a doctor or visit a hospital.
Unfortunately the biggest challenge for us is that the minimum expectation from the people who visit us is our best outcome. The expectations from a customer who is coming in to the hospital is that he leaves well or perfect. Therefore we battle with the minimum expectation of our customer to be our best outcome always. So our challenge is that with this context how you will make a patient happy when he leaves the hospital after recovering from his illness. So, we want people to say that if I fall sick I would come to Fortis rather than going anywhere else. Continue reading
Aditya Ghosh, President, Indigo Airlines
We are in a business that’s been here for around 100 years. Even in India, we are often called the sunrise industry. I am the youngest CEO of the youngest airline which is only 6 years old. Clearly the opportunity is actually staring at us. India has gone from being an oppressed colony to the next superpower. India is seen as the next engine of growth for the world. Irrespective of which area you are in and what are the economic troubles in that area, these troubles open certain opportunities. During the 2nd world war many companies got devastated and businesses were shut down and then some people built tanks, weapons, ships & jeeps and they made a lot of money from that. In every era including this we have to deal with the problems by seeking out an opportunity in each of those problems.
India is a country with population of over billion people but there are less than 500 commercial planes. There’s something wrong in this equation. USA is a country which is 1/3rd in size to India in terms of population but it has around 13000 commercial planes. India is therefore one of the under- penetrated aircraft market in the world. Less than 1% of rail traffic in India flies by Air, that means if we can convert 1% of rail traffic into air, we will need double the size of airlines in business that exists in India today. That is the opportunity we are chasing at Indigo. But like we all know that life is not perfect and it is never meant to be easy. There are few challenges that we face. We are aware of the economy slowdown and also concerned about the crazy fuel prices. Continue reading