Think big,start small,scale fast
New Delhi, 21st February, 2013
Think big, start small, scale fast, say digital experts at ad:tech New Delhi 2013
The third Delhi edition of the world’s #1 digital marketing event,
ad:tech New Delhi 2013,
kick-started in the capital today with thousands of delegates pouring
in from India and all over the world to learn about the latest trends
from global experts, share
their own experiences and for business networking. The opening keynote
in the morning by Wendy Clark, Senior Vice President, Integrated
Marketing Communications and Capabilities, The Coca Cola Company,
deliberated on the concept of Liquid & Linked Marketing.
Wendy stressed on the need to create more stories that are share-worthy
instead of typical advertisements. In this age of real-time marketing,
it is imperative to think big, start small and then scale rapidly, she
recommended while addressing a packed audience.
We are built for scale – if we do not reposition our failure, we will
scale the wrong thing perfectly. Below are the key highlights from day
one at ad:tech New Delhi 2013:
·
Wendy Clark during
her session delved into Coca Cola’s strategy of listening and engagement
hubs around the world, which also provide them new measurement tools.
Focusing on the three areas of stories,
spread and value, she cited the example of the ‘Hug Machine’ set up by
Coca Cola in National University of Singapore, which would offer a free
can of Coke if you hugged the machine. Even though the campaign ran only
in Singapore, it became viral globally and
generated over 10 million views in the US itself.
o
Wendy also shared
eight key learning’s for today’s digital marketers: be share-worthy by
creating content that is interesting and compelling; embrace the new
salesforce which are consumers willing
to carry brand messages ahead; listen and then engage; test, fail,
learn, and then scale; speed trumps perfection so be ‘flawsome’; disrupt
yourself or be disrupted by the market; do not accept the status quo;
and, play well on a behavioural level to manage
increasingly complicated campaigns.
·
The second keynote presentation
by Katharyn White, Vice President Marketing, IBM Global Business Services
emphasized on the three imperatives for marketing professionals
including understanding the customer as an individual, creating a system
of engagement that maximizes value creation at every touch and
designing your culture and brand so that they are authentically
one.
·
The first interactive session on
‘Brand Storytelling Gets Tech-ified’ witnessed industry bigwigs namely Deepali Nair, Country Head - Brand, Customer Service & Corporate Communications, L&T General Insurance Company Limited; Sanjay Tripathy, Executive Vice President, Marketing,
Product and Direct Sales Channels, HDFC Life; Nikhil Rungta, Country Marketing Head,
Google India, and Rajdeep Endow, MD, Sapient India and Global Delivery Lead,
SapientNitro deliberating on how technology can amplify brand
experience and create a powerful source of differentiation and
competitive advantage with relevant technology expertise.
·
An engaging session
on ‘Integrated Marketing’ focused on how brands can plan, create,
execute, and measure cross-channel tactics for advanced digital
marketing initiatives. This session was conducted
by Shivanandan Pare, Head - e-commerce, Madura fashion and Lifestyle,
Aditya Birla Nuvo Ltd; Chandrakanth B.N., Co-Founder and Managing
Director, Theorem India Pvt Ltd.; Nitin Mathur, Senior Director &
Head of Marketing, India & South-east Asia, Yahoo!; Gaurav
Seth, Senior Vice President, Marketing, Sony MAX and Ajay Kaul,
Executive Director, Global Brand Communications Worldwide Marketing,
Lenovo.
Day 1 of the conference also included
power-packed discussions and break-out sessions on Integrated Marketing
strategies, art of tech-storytelling by brands, Big Data, convergence of
online and offline marketing initiatives, Native
advertising, Augmented Reality, Gamification, and Location Based
Relevancy among others.
Brands
attending ad:tech New Delhi 2013 include Accenture, Aditya Birla
Financial Services, Axis Bank, BBC Advertising, Bharti Airtel, Birla
Sunlife Insurance, Cafe Coffee Day, Citi India, Web18, Future Group,
General Motors, Google Inc, HDFC Life, IBM, Ibibo Group, India Today,
Info Edge India, Intertek, L&T General Insurance, Lodha Grouup,
Monster.com , Dominos Pizza, Reliance Consumer Finance, The Coca-Cola
Company, Times Internet Limited, Viacom 18, Yahoo! and
Yatra.com among others.
Day 2
of ad:tech New Delhi 2013 conference will begin with a keynote address
by Alyssa Altman, Vice President, SapientNitro; and will also feature
Durga Raghunath, VP Product and Executive News, Firstpost;
Sunita Rajan, Senior Vice President, BBC Advertising; and Bettina
Sherick, SVP Digital Strategic Marketing, 20th Century Fox
International.
To find more about Day 2, please access the following link:
http://www.ad-tech.com/newdelhi/adtech_new_delhi_schedule.aspx?sesstype=1,2,4,5,6,7,8,11,12
About ad:tech India
Networkplay Media Pvt. Ltd. in
partnership with dmg:events organizes ad:tech, the world’s no.1
interactive advertising and technology conference and exhibition. With 9
shows in 7 countries, ad:tech has been providing media, marketing
and technology professionals with the tools and techniques required to
succeed in a changing digital world for over a decade. ad:tech India
made its successful debut in April 2011, with New Delhi being the first
city to host the global platform/event. ad:tech
New Delhi spans the full ecosystem of advertising and technology that
moves business forward and changes the role of digital marketers
everywhere.
In 2012, ad:tech India, also made an
entry into India's own Silicon Valley, Bangalore, by hosting its first
event in South India. With the objective to ‘bring together marketing
giants with technology geniuses’, ad:tech Bangalore
2012 witnessed India's leading brands, marketing and advertising
agencies, innovative startups, VCs and digital entrepreneurs, interact,
share and explore technologies that that are transforming their
business.
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