DAIKIN
Chetna Katyall Sundaram
DGM Marketing,
Intex Technologies (India) Ltd.

Shifting The Marketing Focus Toward Digital

While traditional mediums like print, TV, and radio have been there since ages, marketers these days are shifting their marketing monies to digital marketing. Rightly so, as digital marketing has emerged as the most effective medium, giving us a larger audience reach with better RoI by enabling advanced targeting. Over a period of last 6 years, we at Intex have accumulated a large community of people who love to interact with the brand, precisely over 6 million. Considering this number, it was but an obvious strategic call taken by the us to go digital first for many reasons, such as :

  • We are a youth and GenX brand, and these generations are the biggest consumer of data. That means, their screen preferences have gone for a complete change. Hence not being present on the medium of their choice will only do us harm.
  • We needed to first break any launch to people who are either connected with us already via social media or are actively searching for the brand on search engines. Because they were the set of known potential consumers to us who have more probability to engage with us.
  • Digital marketing being the most cost effective medium, it makes sense to engage with those who are already keen to know more about new products, resulting in less wastage of marketing dollars.

India, being on the threshold of digital revolution, has seen pre-sale searches going as high as 80 percent with more and more time being taken by consumer reading about the product online and making a purchase decision to buy online or even from a store. While 95 percent of our products sell off-line, the purchase decision is made online. Considering this we have adjusted our marketing and advertising campaigns because our audience has gone digital. After-all we must market and meet our potential buyer based on medium of their time share. It is not rocket science – one just has to look around from the perspective of a customer and you are bang on. Consumer these days is digital omnivores, connecting with content and brands through multiple channels and screens. With over 90 percent of the youth and GenX using smartphones even while watching TV, 25 percent of consumers instantly going online after seeing a TV advertisement – you cannot take a risk by not being present online.

65 percent of India’s population is young (below 35 years) and with an established smartphone base of 340 million in the country, our reality is already augmented because of the use of technology and social media platforms. Hence it made sense to work to adjust the way to interact and target specific audience with the right advertisement at the right time and be more consumer focused.

I am personally a big believer of TV 2.0 i.e., online video mediums. Historically, we have seen that youth connects very well through videos and it is much earlier to capture their attention through sound, sight, and emotions, we started making a lot of videos around our products, features, benefit to life, topital, etc. Now that times have changed from how families used to gather together to watch TV to individual screen in every hand, it really helped us to engage and capture a mindshare.

Everyday, technology is opening more doors for digital and creating new ways to reach and connect with consumers. However, it is a very dynamic medium too. What worked yesterday may not work tomorrow, hence there is an inherent need also for us marketers to keep abreast with the changing mindsets, mediums and tweak ourselves accordingly.

Last but not the least, put yourself in consumer’s shoes. Think about the journey being taken by him before a purchase and you are home. Exciting times, exciting measures.

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