DI­NESH MENON

CMO, State Bank of In­dia

Impact - - FEATURE -

On tech­no­log­i­cal dis­rup­tions mak­ing the job

tougher: In fact, it’s giv­ing mar­keters night­mares, be­cause tech­nol­ogy is ac­tu­ally re­defin­ing the land­scape of the in­dus­try. You don’t ex­pect brands that were never in the cat­e­gory to come and dis­rupt the mar­ket. And there­fore ma­ture brands have to ac­tu­ally keep in­vent­ing and rein­vent­ing ev­ery day, be­cause you never know who is go­ing to come and dis­rupt your share in the mar­ket place.

On over­abun­dance of data: Are we get­ting lost in num­bers? Yes and no. Be­cause data is help­ing mar­keters get a bet­ter, strong foothold on the way con­sumers in­ter­act with their brands, and en­gage with the brands. At the same time, there is so much data that it is not re­ally be­ing used. There­fore, com­pa­nies in the space of data an­a­lyt­ics ac­tu­ally hav­ing a big­ger and bet­ter role to play in to­day’s con­text.

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