Digital Marketing Innovative strategy Panel Discussion Silicon India

Digital Marketing: Innovative strategy Panel Discussion Silicon India Strategic Marketing Summit 2011 April 30, 2011 Mumbai

Introductions

Moderator Anil Modi President (CCC) & Global Head – Marketing & Strategy, Aegis Anil currently steers Aegis business in Middle East as President of Contact Centre Company, an Aegis‐STC JV in addition to his role as Global Head of Marketing and Strategy for Aegis. Anil has 23 years of experience in the field of global outsourcing and Process Reengineering. Prior to Aegis, he served in Global Tele‐Systems as a strategic member of their international business division, managing telecom and IT divisions in North America. His previous roles have been in Hughes Network Systems as Director of Networking and HCL Technologies as Regional Manager. Anil has engineered successful global outsourcing solutions for many Fortune 100 companies. Anil is an Engineer in Electronics and Communications Engineering and has a Masters in Business Management from Cornell University – S. C Johnson Graduate school of Management.

Panelist Mahesh Murthy Founder and CEO, Pinstorm Mahesh Murthy, founder and CEO, has 24 years of marketing and communications experience – of which over 14 years are in online marketing. He his Winner of international notoriety as a creative director on HP, Microsoft, Unilever, The Economist, Pepsi and MTV - for whom he wrote and directed a spot voted Asias best commercial of the decade He then moved to a Silicon Valley firm, CKS Partners (later, USWeb/ CKS) as Creative Director and eventually, Partner – where he helped create and launch the first commercial version of Yahoo in 1995 and the Earths biggest bookstore campaign for Amazon. com in 1997. He founded Passionfund to invest in and guide startups.

Panelist Namrita Sehgal Director of Internet Marketing, Taj Hotels Namrita is a digital evangelist with a career spanning 12 years, she currently leads worldwide Digital Marketing for Taj Hotels and manages a multi-million dollar global e-commerce revenue stream. She has earlier held key marketing and business development positions in leading transnational companies across the online travel, automotive retail, dotcom, technology and business services sectors, and has worked in the USA, UK and India. Namrita’s forte lies in creating next-gen marketing solutions that are at the intersection of business, brand technology.

Panelist Shivam Srivastava National Manager - Strategy, Sify Shivam Srivastava is the National Manager - Strategy & Marketing at Sify. Shivam has 11 years of experience in the field of Media and Online space with roles varying from Business Development to strategy and marketing. Prior to sify he served with Times of India and Jobsahead.

Marketing Terms Defined

You see a gorgeous girl at a party. You go up to her and say: "I am very rich. Marry me! " Direct Marketing

You're at a party with a bunch of friends and see a gorgeous girl. One of your friends goes up to her and pointing at you says: " He's very rich. "Marry him. " Advertising

You see a gorgeous girl at a party. You go up to her and get her telephone number. The next day, you call and say: " Hi, I'm very rich. "Marry me" Tele Marketing

You're at a party and see gorgeous girl. You get up and straighten your tie, you walk up to her and pour her a drink, you open the door (of the car)for her, pick up her bag after she drops it, offer her ride and then say: "By the way, I'm rich. Will you "Marry Me? ” Public Relations

You're at a party and see gorgeous girl. She walks up to you and says: "You are very rich! "Can you marry ! Me? “ Brand Recognition

You see a gorgeous girl at a party. You go up to her and say: "I am very rich. Marry me!" She gives you a nice hard slap on your face. Customer Feedback

You see a gorgeous girl at a party. You go up to her and say: "I am very rich. Marry me!" And she introduces you to her husband. Demand Supply gap

You see a gorgeous girl at a party. You go up to her and before you say: "I'm rich, Marry me!" your wife arrives. Market Restrictions

Few Discussion Points

Are the marketing fundamentals same as in traditional marketing channels? Digital marketing is often confused with internet marketing, what’s the difference? Digital marketing, consumers who used to seek word of mouth now read online blogs, reviews, etc

Do you see marketing spend allocations changing in future? What are the possible trends that you see? Traditional marketers spend about 60% of their budget on working media, 20% on content and 20% on people and agencies. Digital channels focus on a smaller core of engaged people who can spread positive impressions with broader audience. 30% on paid media and 50% on content

From one way communication to consumer engagement – What does marketers be wary of in this scenario? Is push marketing an infringement? Will it destroy the brand or create message overload and thereby decrease absorption rate? Earlier it was B 2 C … Now it is…. B 2 C 2 C 2 C 2 B

How effective is mass customization (power of n=1) in promoting product/solutions? Is it a hype or reality of future via digital marketing?

Should we worry about Reputation Management when embarking on digital marketing strategy? When online conversations start to trash your brand, no response can be fast enough. One telecom provider for example manages more than 40, 000 search items, have dozens of algorithms, to identify and reach relevant consumers, and has a war room to spot and react to online complaints or rumours (Reputation management). Brand marketing to woo customers in their consideration phase and promotions at the final point of sale to sway them.

Q&A

Closing Remarks

How many social media gurus does it take to change a light bulb? It is not about the change- it is about engaging people in conversations about the light bulb change