Adgully Live | adasia 2011: Session 5; Conversation as a route to driving certainty
The fifth session at the ongoing Adasia 2011 conference, Nikesh Arora, Senior VP and Chief Business Officer, Google spoke about how, real time and meaningful interaction with the crowd can reveal multiple routes to managing uncertainty in the business and marketing world. The enabling dimension of technology and its ubiquitous connectivity can open new vistas of marketing and consumer revolutions for practitioners.
Arora said, “More than a decade back, we at Google began with the aim that if there is any information on the internet, we’ll help you find. Google has been riding multiple waves of change in consumer culture and behavior – sometimes by driving the change and sometimes by proactively adapting to the unfolding future. “
“Media landscapes are changing and we have to converse with these changes in order to make lucrative benefits for both, the consumers and the business outfits”, he added.
Speaking about how ‘brand’ and ‘brand identity’ have evolved over the years, Arora said, “If one would observe keenly, in the last 15 years, the brands that people, especially the youth today associat3e so easily, have all been technology related; be it Apple, I pad, Facebook, Nokia, Sony etc, all have a technology bend towards them. So the youth today do not see any particular website as a tech website or a university’s website and then create perceptions. Today the benchmark is for these consumers are Google, Facebook, Twitter etc.”