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AdAsia 2011: Conversations are driving brand communication

From an information starved world to an information overload situation, Google has been able to log in to the new age consumer successfully

BestMediaInfo Bureau | Delhi | November 2, 2011

The second session post lunch on Day 1 of AdAsia 2011 was about ‘Conversation as a route to driving certainty’. Nikesh Arora, Senior VP and Chief Business Officer, Google, dwelt on how the consumer is increasingly at the centre of the business universe for every conceivable product/service category today. Real time and meaningful interaction with them can reveal multiple routes to managing uncertainty in the business and marketing world.

Arora talked about how Google, despite being a relatively new company and brand, has been so successful. The company, he said, started with the aim of helping people find information on the Internet. The idea was that if information is available on the Net, then one should be able to find it as well. He also pointed out that consumers had moved from an age of insufficient information availability to an information overload situation, and this was fraught with the possibility that the right information may be difficult to find.

In the Internet’s process of evolution, the next thing was that people started to put videos on the web. With the coming of broadband, consumers started to consume content when they want and this came into conflict with TV. Now, with the coming of social media platforms, consumers are looking at making social conversations. “People would not mind paying to get their names on Gmail as they would want to be known as themselves and not as boniraja065@gmail.com,” said Arora.

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