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Industry experts decode innovative marketing in a digital world at IAA session

The session was hosted at the Retail Technology Conclave 2015 organised by the Retailers Association of India (RAI) and Nasscom in Mumbai

BestMediaInfo Bureau | Delhi | June 29, 2015

Iaa

The India Chapter of the International Advertising Association (IAA) hosted a panel discussion, titled ‘Innovative Marketing in the Digital World’, at the Retail Technology Conclave 2015 organised by the Retailers Association of India (RAI) and Nasscom in Mumbai.

Harish-Nair Harish Nair

The session was moderated by Harish Nair, National Director – Digital Strategy, GroupM, and the participants included Nadeesh Ramachandran, Industry Head – Retail Vertical, Google India; Uma Talreja, CMO, Burger King India; Rathin Lahiri, CMO, Meru Cabs and MeruGenie Cabs; and Carlton D’Silva, CEO, Hungama Digital Services.

Srinivasan K Swamy Srinivasan K Swamy

“Technology has changed the world of marketing and specifically retail in India and it was a pleasure to conduct this session amidst leading practitioners at the Retail Technology Conclave 2015,” said Srinivasan K Swamy, President, IAA India Chapter & Vice President, Development Asia Pacific, IAA.

Rathin Lahiri pointed out that between 20 million and 30 million consumers in India were transacting online. “Increasingly, consumers are taking to purchasing items like books or mobile phones online,” he said.

According to Nadeesh Ramachandran, “Today, marketing is driven by consumer insights.” He further said that more often than not, marketers kept asking for data, and then didn’t know what to do with all that data.

Carlton D’Silva noted, “Whilst data might restrict you to a certain end, if you can make sense of that data, it can promote creativity.”

Uma Talreja cited an interesting example of Tesco in Japan, which used data to give consumers what they needed. “Marketing has now become the champion because the consumer is giving you so much information,” she said.

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