Paid advertising not future but present necessity for any business: Panel – Exchange4Media

Powered by Google, e4m Business Leaders Roundtable: Unlocking Digital for Growth brought together a panel of distinguished marketing luminaries and brands, for a thought-provoking discussion on how businesses can keep pace with consumers in a world of constant…….

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Powered by Google, e4m Business Leaders Roundtable: Unlocking Digital for Growth brought together a panel of distinguished marketing luminaries and brands, for a thought-provoking discussion on how businesses can keep pace with consumers in a world of constant digital transformation. 

The discussion held on November 9th featured six speakers along with Session Chair – Ahmed Aftab Naqvi, CEO & Co-Founder, Gozoop. The speakers were Anita Nayyar, COO, Media and Communications, Patanjali Ayurved Limited; Arun Kumar S, Vice President, Navrathan Jewellers; Nirupam Sahay, ED and CEO, Lighting and Consumer Durables, Surya Roshni; Nipun Mittal, CMD & Founder, Olefia Biopharma Limited; and last but not least Tanveer S Uberoi, Director, Agency, Partnerships and Sales, Google Customer Solutions (GCS), India; and Ruchita Taneja Aggarwal, Head New Business Sales, India, Google. 

Naqvi started the hour-long session by examining the positive role played by digital assets in the recent Diwali celebrations, whether it was making new purchases, celebrating online with family and friends in far-off places, or even indulging sweet tooth through orders on delivery apps. The panellists all agreed that digital is playing an increasingly important role in our lives, and its potential for positivity is far-reaching and still growing. 

As Anita Nayyar of Patanjali affirmed, businesses that thought they could survive without digital were making a grave mistake irrespective of the brand. “From Jio having led the charge in making data cheaper to the penetration of cell phones, whether it is smart or feature phones (and we know how to reach customers through feature phones as well) to the last mile connectivity and delivery of products, I think, the reach of digital is becoming unquestionable,” said Nayyar, pointing out that it is companies like Google which have been responsible for driving this digital transformation. 

She added that it is very important for organizations to be future-ready. “I see lots of brands working in that direction. I’ve been for four months with Anjali and I realized that they run an IT solutions company called Bharuwa Solutions, employing 200 people. Nobody would even think that an Ayurvedic Bhartiya company will be on the forefront of finding digital solutions for clients. They have fantastic distribution management software which takes care of end-to-end supply chain, which is very important to run large businesses specifically FMCGs. So, I don’t see any question on whether organizations should be future-ready with digital or not. I think it’s a must today and is becoming a mandate.” 

As Arun Kumar S of Navrathan Jewellers noted, while his brand only has a presence in Bengaluru, it’s known across the world, and which is why the traditional jewellery company is going increasingly digital. “We want to reach out to more and more people, and are exploring tools like Artificial Intelligence and Business Intelligence to gather data on what consumers want, and how we can help fulfil those requirements,” he said. 

And when speaking about the far more modern lighting and consumer durables industry, Nirupam Sahay of Surya Roshni, said his business has gone completely digital. “We’ve moved from conventional lighting to LED, which is a digital solution. You can customise its brightness and colours and so much else, which you couldn’t do with conventional lighting. As a product we’ve gone almost completely digital, with LED making up 90% of our sales. And now we’re moving increasingly into smart products, with lighting that …….

Source: https://www.exchange4media.com/digital-news/paid-advertising-isnt-a-future-but-a-present-necessity-for-any-business-panel-116843.html

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