Head of Marketing and Product, Skoda Auto India
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.