CMO, State Bank of India
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.