ARE MAR­KETERS GET­TING LOST IN A VOL­LEY OF DATA AND NUM­BERS?

Impact - - UP FRONT -

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.

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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.

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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.

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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!

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