IILM Institute for Higher Education on Monday organised a Marketing Conference on ‘Marketing Transition – From Digital Silos to Integrated Teams’, at its Lodhi Road campus, with the mission to connect industry practitioners, digital marketing enthusiasts and all other stakeholders. The conference served as a spring-board for sharing digital marketing initiatives and best practices that are taking place in this space.
The theme of the conference was exploring the opportunities and challenges in the digital marketing scenario and the importance of digital marketing ideas and best practices being followed by organisations.
The opening plenary session of the conference was addressed by Ms. Babita Baruah, Senior Vice-President & Head PO1 Unit at J. Walter Thompson, India. Delivering her keynote address, Ms. Baruah emphasised five shifts she has observed with digital marketing moving from silos to integrated teams – End of wars as we know it, the need to be Inventive and not just creative, Culture matters, Redefine patterns, and Make it Matter. She added, “The marketeer or the brand has to invoke some feeling, such as love, happiness, excitement or anger in the consumer.”
This session was followed by two panel discussions. The first delved into the issues pertaining to ‘Content Driven Digital Marketing’ during which, Mr. Aman Mishra, Director Strategy, Havas Media India, spoke about how content is created with the help of culture curation platforms such as Culture Machine. Mr. Deepinder Singh, Head, Strategic Unit National e-Governance Digital India, Government of India, explained the Digital India initiative, underlining the need for “calibrated communication” when representing the government. He also added that nowadays advertisements issued by the government are visually appealing and at par with those of the private sector.
The second and concluding session focussed upon ‘Mobile and Location based Marketing’ in which panelist Mr. Ankur Warikoo, Founder & CEO, Nearbuy, spoke about location-based services and how it has transformed the face of marketing and built the case for variable pricing. To this, Mr. Nitin Bhatia, Director & Founding Member of the Indian operations of Meltwater Group, added how content and location of users are tracked to arrive at “accurate and effective marketing strategies”. In the ending note, Mr. Biraja Swain, Chief Growth and Innovation Officer, Neo Ogilvy, emphasised on how future is with “artificial intelligence driven marketing” where the use of data management platforms serves as an asset to the digital marketing industry.