Day 2 at ad:tech conversed few more digital trends but the day also unfolded various insightful discussions to bring a whole new upheaval in our country.
The day started with a prolific keynote by the Global Head of Digital Marketing and Social Media, Nestle, Pete Blackshaw. Emphasising on two major points, Boring basics still really matter and small is the new big; Pete showcased few brilliant case studies to support both his points. A 360 degree campaign around the paid, earned and owned media of Nescafe India grabbed an astounding round of applause.
He put forth three pillars that support a fine digital campaign, namely Listening, Engaging and inspiring to transform and know the consumer deeply and do better and bolder.
Following the first keynote was Satyan Gajwani, Director, New Media BCCL- Times Group discussing the evolution of content, commerce and environment in the digital world. According to him the biggest challenge faced by the marketers today is going cross platform, for which he said the solution is HTML 5. After this bit of advice, he divulged that how different types of content is treated differently on being premium. Where user generated and made for web content score low, music video clips, movies and sports (like IPL) are super premium in the eyes of digital consumers.
Presenting various case studies he also tried to show few tricks which made them gain tremendous results and urged the different marketers to adopt them to see a change in their digital campaigns.
The keynotes were tagged on by various panel discussions and presentations that paved the way for the concluding keynotes.
First panel discussion had Rajesh Jain Founder-Chairman & MD, Netcore Solutions (moderator), Dippak Khurana Co-Founder & CEO, Versv, Dr. Nickhil Jakatda, CEO and Co-Founder, Vuclip, Abdul Khan Sr. Vice President & National Head of Business Marketing, Tata Teleservices and Kiran Gopinath Founder & CEO, Ozone Media Solutions on board and talked about insights on how marketers are evaluating the power of mobile as a medium to drive the business objectives. The major question that was asked during the discussion was what is holding back the mobile medium from an explosive growth in India?
All the panellists had a coherent voice on this one, pointing out the lack of coordination between the brands, marketers and the publishers also how the ecosystem is so complex and rather than looking at too many matrixes to measure the ROI one should concentrate on few credible options.
We all consider and relate Social Media to target only consumers broadly but taking on a very important topic of successful B2B digital marketing strategies, a well sought after panel shared some useful insights on how their companies are leveraging on social media mainly to tap other businesses indulging in larger bulk deals.
The panel included Harjiv Singh, Co-Founder & Co-CEO, Gutenberg Communications, LLC as moderator, S Sridhar Director-Marketing Dell, Hari V Krishnan Country Manager, LinkedIn India, Jocelyn Cripps, Regional Director of Marketing, Financial Times and Brijesh Aggarwal, COO IndiaMART InterMESH Ltd.
The third panel discussion had a very interesting blend of panellists right from Kirthiga Reddy, Director Online Operations Facebook India, Narasimha Jayakumar , COO, E-Commerce, Homeshop 18, Ramesh Chembath, Asst. Vice President Head-Marketing and modern Trade, Godrej, Ishita Swarup, CEO 99labels to moderator Rajan Srinivasan Sr. VP Marketing Web 18 Software Services Ltd. The discussion was all about Social Commerce, how much we trust social media channels and how comfortable are we with the idea of allowing social technologies to transform our shopping experience and how brands could make the most of it.
On the comment made by the moderator about how a consumer is only sharing and not buying, Kirthiga said that “Our online behaviour is nothing but an extension of our offline behaviour.”
She further stated that “The basic unit of conversation is sharing a story about experience with the brand; we see a lot of heavy engagement over Facebook. The shift we are trying to make is converting transactional model into the relationship model with Open Graph. Possibilities are endless, e-commerce has to come forth and make Social Media its own.”
Exploring the future of storytelling, Richard Dunmall, VP President, Global Accounts & Agencies, Microsoft Advertising presented the second last keynote of the day. Describing the importance storytelling he urged that “everybody has a story to tell and digital is enabling new ways of doing that.”
According to Richard, the four trends which have fundamentally shifted are the following:
- Everyone is a story teller
- New face of fun
- Increasing contextual world
- More human experiences
The last and final keynote of ad:tech 2012 shared some perspective on how agencies have to move faster than they really are. Kent Wertime, COO O&M Asia Pacific was the apt person to close ad:tech on a note that left people thinking in the room.
He said that the “Digital media marketing is a tectonic shift and not a fad.” According to him a time will come where the major chunk of monies will be spent on digital and marketing story will continue to favour digital in Asia and certainly India.
On the future of the digital consumer Kent stated that “In future consumer is going to have so many relationships and gratification is the only way to make the campaigns work. It’s not a good or evil but a relationship story.”
He further added that how digital started as the New and Experiential Media in the 90’s, then went on to become Mass and Mainstream with Google in the 00’s and now in 10’s is finally a predominant and pervasive medium.
The second day at ad:tech ended with hope, enthusiasm and belief as a digital media user, that Digital Medium is growing by leaps and bounds and there is not a single chance for both consumers and marketers to skip it.
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