Head of Mar­ket­ing and Prod­uct, Skoda Auto In­dia

Impact - - FEATURE -

On the chal­lenge of new tech­nolo­gies: All the dis­rup­tion that’s hap­pen­ing, es­pe­cially on the tech­nol­ogy front, is a chal­lenge for mar­keters like us be­cause we do not move com­pletely from one to an­other. Things keep get­ting added. Tech­nol­ogy keeps adding up, but does not re­place older tech­nolo­gies, es­pe­cially in In­dia. Print and Tele­vi­sion don’t go away. Newer tech­nolo­gies keep com­ing in. We have to keep ex­per­i­ment­ing. Some of the brands are much quicker when it comes to adopt­ing new tech­nolo­gies and ex­per­i­ment­ing. Other brands take longer. The mes­sage here is that, we can’t do away with it, we have to get on the band­wagon and try out new things, and also keep mon­i­tor­ing how cus­tomers are re­act­ing to it. We have to ex­per­i­ment and we have to move for­ward. On in­te­gra­tion in the mar­keter’s team: A lot of times it hap­pens, and that works both ways ac­tu­ally. Some­times mar­keters have to coach and guide the other teams to adopt tech­nolo­gies and un­der­stand tech­nolo­gies, some­times it comes from the other teams to us also. So, it is a two-way process, and we can’t work in iso­la­tion, we all have to work to­gether, un­der­stand, ap­pre­ci­ate and work to­wards it.

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