e4m’s Business Leaders Roundtable: Unlocking Digital for Growth, powered by Google, brought together a group of prominent marketing figures for a thought-provoking discussion about how businesses keep pace with consumers in a world of constant digital transformation.
The discussion featured six speakers along with the moderator – Ahmed Aftab Naqvi, CEO and Co-Founder, Gozoop. Speakers are Anita Nayar, Director of Operations, Media and Communications, Patanjali Ayurved Limited; Arun Kumar S, Vice President, Navratan Jewelers; Nirupam Sahi, CEO, and CEO, Lighting and Durables, Surya Roshni; Nippon Mittal, CMD and founder of Olefia Biopharma Limited; Tanveer S Oberoi, Agency Director, Partnerships and Sales, Google Customer Solutions (GCS), India; and Rushita Taneja Agarwal, Head of New Business Sales, India, Google.
Naqvi began the hour-long session by examining the key role digital assets play in the recent Diwali celebrations and their growing importance in daily life, So is how companies have realized the benefits of using tools like paid advertising.
Anita Nayar of Patanjali points out that companies who thought they could survive without digital And paid ads They were making a huge mistake no matter the size of the brand. “I think the reach of the digital has become unquestionable,” Nayyar said, noting that companies like Google have been spearheading this digital transformation.
Arun Kumar S of Navrathan Jewelers noted that although his brand is only found in Bengaluru, it is known all over the world, which is why the traditional jewelry company is increasingly digital. and using paid advertising and social media to reach international customers. “We want to reach more and more people, and we are exploring tools like artificial intelligence and business intelligence to collect data on what consumers want, and how we can help meet those requirements,” he said.
As Nirupam Sahi of Surya Roshni explained how the business has gone digital: “We have gone from traditional lighting to LED, which is a digital solution. You can customize its brightness, colors and many other things that you cannot do with traditional lighting. As a product, we are almost completely digital, with LED made up 90% of our sales. We are now increasingly moving into smart products, with lighting that can be controlled and timed by your smartphone,” he said, adding that the company has recently focused on tools like paid advertising, social media and other digital media.
“We are already seeing positive returns whether it’s for increased brand awareness or increased sales which I think are the key parameters that you would look at in any form of advertising. And we can see the impact that is having, so we can see the digital share increase only in the advertising pie. We have,” Sahi continued.
Detailing about the usefulness of paid advertising, Google’s Tanveer S Uberoi said that having a high level of education and conviction about a medium is one side of the story while the other side is the medium’s deployment.
“It depends a lot on what their (branding) business and marketing objectives are in order to put a quantifiable figure in terms of what the marketing format should actually look like,” said Uberoi. “This is where any paid marketing comes in. There will always be a membership payment, but there has to be a paid job to make a real impact.”
Uberoi also noted that every brand would have to migrate to online selling, and that was inevitable. The earlier a person invests in the ecosystem, the stronger the brand presence.
By the end of 2021, most Internet consumption will occur against the background of slang. So does paid marketing play a role to display local content and languages? definitely. You cannot escape from this. This is the broker of the future. The moment you start online, you will find a larger group of clients and then acceptance by other clients,” he said.
Talking about how Google Ad Solutions is helping brands accelerate their growth, Ruchita Taneja Aggarwal said the pandemic has pushed brands that traditionally sell products offline on digital channels since print circulation has been affected and people are no longer exposed to ads outside the home.
She said, “If you were to actually look at the last 12 to 18 months, digital as a share of total AdX in India is really a big percentage. Based on industry reports we’re studying from other markets that are a bit ahead of India, their digital figure makes up more From Total AdX.We feel very confident that India will move in the same direction and see this journey happen even at the brand level.All these are big and traditional advertisers with a higher tendency to trust the traditional media channels that have worked with their brands,consistently over the past decades.But Now, they have already tested their marketing objectives on a digital level and have seen good results.”
Returning to an earlier question about whether a digital figure could work for offline sales, Taneja Aggarwal said it has become a widespread part of the advertising mix with a market share that will only grow.
Experts reiterated an undeniable fact Paid ads It has become a must-have for any brand looking to sell a product, regardless of category or language. They concluded that paid advertising and digital marketing are not something they need to be prepared for, but are a huge part of running a successful business today.
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