EVP Marketing, Vodafone India
On technological disruptions & marketing: Technology is allowing us marketers to create personalized relationships at scale. This was not possible earlier. Earlier it would have been mass marketing, and companies have done it over so many decades now. Today technology is allowing us to marry personalization with large numbers. And therefore from a media planning perspective, the entire discussion has now moved from media metrics to outcome metrics. Which is, what are my brand and business ethics and how are they progressing as a result of the marketing interventions that are being done?
On too many heads on the marketer’s side: The first thing which does not change, whether 10 years ago or now, is that the marketer needs to be closest to the consumer. So, the consumer understanding of the marketer, which is outward facing, needs to be very high. The second thing is to have a very clear sense of what each person on the table is bringing in, for technology, an internal big data person, etc. and join the dots. And the third thing is influence so that the team works seamlessly in terms of creating a single brief for the agency. So the marketer is literally the person who joins the dots in the organization.