ARE MARKETERS GETTING LOST IN A VOLLEY OF DATA AND NUMBERS?
The idea for our cover story came to us from a Facebook post by the Global Chief Strategy Officer of Mindshare FAST, Gowthaman Ragothaman, aka G’Man. The point he made was that, as the consumer journey is fragmented across various platforms (and the walled gardens), media planners have no choice but to explain to the marketer in detail about the reach of a campaign, and how the TG is being reached and how it is measured (often influenced by technology) and that is where the time is being spent, rather than on the outcome of the campaign itself. Following up on that, we find that we are perhaps on the threshold of change in the structure of the marketing and advertising ecosystem, thanks to technological disruptions and data – yes, an overabundance of data. Our cover feature dives into factors that are influencing the media planning discussions today, and whether too many numbers and data are actually a challenge or an input for the marketer. And in all this, what is the marketer’s viewpoint? Ultimately, what does the marketer want? Are technological disruptions making a marketing head’s job tougher? Marketers today have access to consumer data, e-commerce data, sales data and a lot more, are they getting lost in the number game or are they making the most of it? Read the story to find out.
Clothing company Van Heusen made a re-entry into the crowded men’s innerwear segment after a decade with the brand Van Heusen Innerwear and Athleisure. Launched in the southern market last September, the company is now looking at expanding its presence nation-wide and is banking on its pedigree to build its presence in the midpremium and premium space. Our CMO interview this week is with Ashish Jajoo, VP & Brand Head, Innerwear Business, Aditya Birla Fashion and Retail Ltd. He tells us that the Indian consumer is not just spending more on innerwear, but also buying it more frequently than earlier.
It’s a practice that news is broken first on digital platforms nowadays
– be it news websites or even social media – and virality of content has also had a role to play in this. In this scenario, keeping editorial innovation and ambition as its focus points, Network18 Digital has set out to chart its own path in disrupting the online news media space with its flagship products - News18.com, Firstpost and Moneycontrol. The Spotlight this week is on Manish Maheshwari,
CEO, Network18 Digital and Santosh Menon, Chief Content Officer, Network18 Digital, who tell us about the key drivers for growth and the company’s vision to set itself apart as a strong player in the digital news playing field.
In our Unwind section this week, ‘Running has added a lot to my life’ says Sunil Lulla, Chairman & Managing Director, Grey Group India. He chooses to call it an early night every Saturday so as to not miss his Sunday morning run. While fitness is an attitude and a way of life for Lulla, he says that running has enriched his life in several ways, giving him a wide circle of friends and great conversations. PS: Lulla also lets us in on a runner’s secret: beer is the best drink for runners!