Traditional Agencies doesn't know how to create digital content: Shoppers Stop's Vinay Bhatia

CMOs at the 9th Marketing Conclave organized by the Internet & Mobile Association of India (IAMAI), were united in their opinion that Digital Marketing is here to stay. Addressing a session “Digital Marketing – Retail”, Vinay Bhatia, Customer Care Associate and VP, Marketing & Loyalty – Shoppers Stop clearly outlined the success of Digital Marketing in the sector. “There is nothing wrong or right in Digital Marketing. All of us are in the experimental stage and yes investment in it is already showing benefits”. He went on to add, “Social media provides thinking data. If aptly used, it can turn around business. We have substantially increased our digital marketing budget”. Taking forward Vinay’s thoughts, Andrew Campbell, Chief Brand & Marketing Officer – Reliance Industries, said, “Retail is all about Trust, Value, Service and Growth. What has changed over the years is the Scale and Channels. Digital marketing helps to create a bond with the consumer”.

Inaugurating the Conclave, Rajan Anandan – Chairman, Internet And Mobile Association of India (IAMAI) pointed out that while India is witnessing great increase in Research Online Shop Offline, at the same time e-commerce sites are doing brisk business. He added that in the United States the online research for the automotive industry is 50% and so it is in India, thus showing the intensity of online research in India. Speaking at the Conclave, Vivek Nayer, Chief Marketing Officer – Auto Division, Mahindra & Mahindra said, “The key to success in Digital Marketing is content. As the platform allows multiple points for brand storytelling, it is imperative that the space is used judiciously. Digital marketing has made consumer the most powerful person for a brand. The space is all about conversations and how consumers are engaged”. Added Vivek Srivastava, Head – Marketing, Renault India, “The best aspect of Digital Mark is it helps a brand to create impact and also measure the same, which cannot be obtained by traditional marketing”.

According to IAMAI ‘Digital Advertising in India’ report, the online advertising market in India is projected to reach INR 2,938 Crores by March 2014. The report finds that by March 2013, search advertising constituted about 38 percent of the total online advertising spend, translating to about INR 850 Crores while display advertising form a sizeable 29 percent (INR 662 Crores).  Advertisements on mobile phones and tablets have grown from a 7 percent share in FY 2011-2012 to 10 percent of the Indian online ad market in FY 2012-2013, totaling to spends of around INR 230 Crores. Social media, email and video advertising constitute 13 percent (INR 300 Crores), 3 percent (INR 68 Crores) and 7 percent (INR 150 Crores) of the online advertising market, respectively.