so very good aku everyone I am going to
be speaking on the topic of
transformation in marketing via
automation and Internet of Things so
before I begin let me just quickly touch
upon this interesting concept of
marketing or the interesting definition
of marketing so one of the key things is
that marketing is something that all of
us feel that we relate to you know when
you talk about technical concepts like
finance law strategy maybe you know good
science
we all are somehow more comfortable with
it but we talk about marketing that is
something we all have grown up with
whether it’s television I what let’s say
it’s it’s something which is like a
pamphlet that is given to us or let’s
say if there’s something like you know
push to us marketing is something we all
have grown up with now the question is
is that how do i define marketing
so typically marketing is the provision
of value by a set of offering so the
often should be anything it could be a
product a service an idea an information
point or anything that can offer a value
to all the Associated set of
stakeholders we had you know the company
and its employees shareholders the
investors the channel partners and the
most important point which is the end
consumer so now the question is that or
rather there are two things that are
very important for the marketing
definition the first one is that it is
Universal which means the definition of
marketing stays constant or same across
different places the second thing is
that it is kindness which means that the
definition of marketing has to to its
character over the last few years
however if you look at the way the
marketers have a it is very different
from what it is now and what it was 20
years back and more importantly their
definition or the wave based marketing
is done is probably very different over
the next few years so now the question
is that if the definition remains the
same then fire says that the approach
has
so much so for ants that question let me
first look at the seven questions like
any marketer has to answer to ensure
that they’re doing a fine job
the first one is what on what does the
offering that I as a marketer and
providing to my DG or target group the
second question is buying or what does
the reason providing this offering to my
PG so interestingly the answer to these
first two questions it’s a very key
insight to all the marketers which is
known as the product market fit or in
other words it sometimes spells the
marketers that fire is the value
proposition that they have so relevant
to the target audience in terms of
solving the media or the problem
statement but there are other questions
to answer as well so the third one is
bet on what does the location of my
Digimon I’m reaching out to them the
fourth question is fair or what does the
time of the day when I’m reaching out
with the DG v question is how or why a
bitch communication channel whether it’s
a TV whether it’s radio I found it
holding an SMS by a big channel of a
regional to my DG the sixth question is
how much or what is the quantum of my
offering yr which I am reaching out with
the BG and finally the seventh question
is who is the individual who is reaching
out whether it’s a celebrity brand
ambassador whether it’s a brand
influence of who is using my product in
the know or somebody who is among the
people who are using the branch so which
is why even though the definition of
marketing has to be timeless why has the
approach changed so much so the answer
to that question is that the way in
which these seven questions have been
answered by marketers over the years
have changed drastically and is bound to
change even more how when let’s look at
it one by one so first let me talk about
the past so all of you guys know
mathematical equations you must have
started at some time so there are two
parts to a mathematical equation or two
entities one is a constant whose value
remains
period of time and second is a variable
which receives different values or which
can assume different values so the
biggest challenge for marketers in the
past has been fixed
for example which is the third question
which is where so let’s have these 50th
you do for cities or smart villages
where they have television access but
the distribution channel of the product
does not support the sale or in other
words they do not have an access either
offline or online who purchase this
particular brand which leaves the aleph
with 12 people answered for four
questions to answer the fourth question
which is when
one time so let’s say out of these 12
people we are left with there are four
people who do not watch television
at 8 p.m. or who watches television but
some other channel at 8 p.m. so even
though as a marketer I am reaching out
to that television box I’m not able to
make the final time because under at the
wrong time for those four individuals
[Music]
individuals and people questions to
answer
the fifth question which is how on what
channel am I usually so let’s say there
are three people who do not take
television ad seriously let’s say they
will not watch or they never piece the
purchase decision based on my television
ad that I saw which leaves us with five
individuals and two questions to answer
the six is how much so let’s say we have
an offer if the purchase of 400 gram SKU
or a 400 dementedly of that hearing P
they get 20% extra or that’s the
secretaries of great free now what does
all these five people there are three
people who do not go for major on macro
density use or rather the only purchased
small items let’s say 150 grams products
so even though the offering makes sense
to them the poorest one which is given
to people and one last question to
answer which is buy them so let’s say
it’s caused by a famous cricketer like
where are holy so how many where are
poly fans of the house ok quite a few
right so let’s say of these two people
one of them is a person who did not
raise the hand when I asked this
question or in other words one of these
people do not relate to the brand
ambassador why does not relate to the
brand ambassador which leaves me with
one single individual now let me tell
you what just happened as a marketer
when I started off we had a target
audience of 100 people to whom this
communication was supposed to reach but
when I have funnel and filtered my
entire audience he is not answering
these 7 questions and left with only one
individual to whom this entire
communication is relevant so what went
wrong
does this channel not have the reach the
answers no it does have the reach
the answer is law for the simple reason
that I could not personalize the answer
for all these seven questions I had
fixed them I had made them constant for
all the people to whom I reached out to
so if I have to just take an
hypothetical example from the animal
kingdom it’s like so do the present
things have changed so we have points we
are able to answer these questions for
the relevant audience in a more
personalized way how well let’s figure
out one by one so just for the sake of
example let’s consider a student credit
platform which is relevant to college
student so interestingly that’s the
industry where I belong as well so the
first question which is what so let’s
say my tells me that the students will
tell you what cash credit or you know
they go for an offering where they get
the cash flow must be as fat data versus
let’s say the student says Mumbai go for
ecommerce credit which means what which
means that they exactly know what
they’re purchasing at the time of
availing defended and it’s an
asset-backed credit so market are it’s
very simple
so I ensure that whatever proactive
communication goes with the lady
students whether it’s an SMS and email
or social media ad it is relevant for
the communication is versus it is around
people
ecommerce credit for the Mumbai audience
all in other words let’s say I reach out
to the male audience with respect to the
smartphone credit because that maybe
makes more sense versus a mantra if not
for the female audience again based on
the data and I oughta made all these
tools I don’t do it the second question
which is fine so now let’s zero in on
one audience which is let’s say three
anybody’s or the TEL agenda now let’s
say a first-year student who spends cash
does it all books
– on let’s say the co-curricular
activities the thirty assorted strangers
on let’s say a GTI or a GRE post and the
fourth-year student doesn’t unravel
because well it’s the final year so when
I design my communication to each of
these individual audiences I use the
specific use cases that are more
relevant to them so even though the word
or the product offering remains the see
the reason or the vibe varies and it
makes it it makes the entire
communication more personalized the
third is well so let’s say I use this
concept of geo tagging or geo fencing
where we choose certain coordinates and
latitudes and longitudes where the
college audience since studies and the
inshaaallah
at pop up only for these particular
coordinates showing my hearts to
everybody I ensure that people only in a
specific geography are able to view my
eyes to make it even more relevant the
fourth question is spend so let me take
an example let’s say there are two
individuals individually and individual
be so individual a when I said the rest
of them I said here services rather I
figure out that they need all the air
services or they click on that link from
a BF 9 p.m. versus individual bee who
doesn’t lectures from 5 p.m. to 6 p.m.
now what do I do with this data
well it’s where you dude up the 4th and
summers that I said now to individual a
is gonna be around domain PN versus
individual B it’s going to be around 5
to 6 p.m. because I know that is the
time when it’s spoken word or the
chances are higher the fifth question
which is how or which channel to use so
these two individuals so let’s say which
will a is responsive to SMS versus
individual B who is more responsive to
emails now what do I do then again it’s
very simple next time I reach out to
individual a I’m not gonna reach on wire
all channels I’m gonna focus mostly on
SMS because that is the channel that
works there versus email for individual
be the sixth question which is how much
so in the credit industry there is this
concept quadratic element or how much of
[Music]
there are because it’s like in the punch
back now over the next 12 months as an
individual I as an individual I am going
to define however the data remains
static so what do people make this game
more dynamic and ensure that all these
marketing efforts that you’re doing are
more real-time depending on what just
the data but also by behavioral aspects
also they have two beauties that I am
performing day in and day out so let me
take some examples so let’s say I’m
driving a car I’m driving a car and the
sensors figured out that the patron is
less than 10 percent in the petrol tank
now it filters out or access to my phone
my smartphone and my smartphone the GPS
is that figures out that there is a
control one in 500 meters radius so this
is what Internet of Things is right so
what happens I get a notification on my
phone that in addition you know what
you’re the patrol and your car is less
than 10% of the overall threshold
meaning not you need to fill your patrol
and there is a spectrum of XYZ within
500 meters so why don’t you just go
there and get your patrol defect so
imagine how powerful that message is
it’s it’s not just answering the what
and the bike but it’s also giving me the
exact communication at the point of C
that sounds the next couple of questions
which is been and how so let’s say I
have been very active on my smartphone
from 8 p.m. to 9 p.m. for this
particular week so if this data can be
provided by – Rishi – let’s say any
marketer who’s trying to reach out they
can probably use this to ensure that I
am offering within this time interval
because the chances of conversion are
higher versus let’s say I might change
my timings the next month or the next
week I might change my schedule so I
might be paid ads accordingly or the
communication accordingly the fifth
question which is how so ok let’s say
within this range lon I am more active
on what’s happening versus I am more
active on Gmail or my email tomorrow
so the communication for me might may be
motions on what’s happening and on email
tomorrow the sixth question which is how
much so let’s say there’s a washing
machine a cartridge that has be filled
now as soon as the detergent goes below
a certain threshold based on certain
intelligence about what is the UI
ordered last name
it sends to the phone and it
automatically orders the detergent SKU
that I’m looking for so it’s not just
ordering at the wine but it’s also
ordering the right amount of SD and
finally by whom so it’s a very
interesting use case so all of you guys
know the smart glasses the booming last
night an example of a smart glass
so let’s say I’m very good Google glass
I’m just looking and I view this big
common unfolding for five straight
seconds so what am i telling Google
and has the question over here inside
but I talk about all this doesn’t make
traditional marketing communication
channels absolutely whether it’s the
but the answer is no because each LP
communication channel has a certain
specific you know specific use case
however what’s gonna happen is that
marketers are going to have a lot of
flexibility around themselves as to when
to use the channel for use the channel
and how to use them as for me well as a
marketer I’m really excited and I’m
looking forward to the big things in the
future but more importantly as a
consumer I cannot wait when I will be
holding a smart device like this is my
hand with a certain requirement and if I
just go exactly predict what I read what
is my requirement and how it can suggest
is the most accurate thing thank you so
much [Applause]
be speaking on the topic of
transformation in marketing via
automation and Internet of Things so
before I begin let me just quickly touch
upon this interesting concept of
marketing or the interesting definition
of marketing so one of the key things is
that marketing is something that all of
us feel that we relate to you know when
you talk about technical concepts like
finance law strategy maybe you know good
science
we all are somehow more comfortable with
it but we talk about marketing that is
something we all have grown up with
whether it’s television I what let’s say
it’s it’s something which is like a
pamphlet that is given to us or let’s
say if there’s something like you know
push to us marketing is something we all
have grown up with now the question is
is that how do i define marketing
so typically marketing is the provision
of value by a set of offering so the
often should be anything it could be a
product a service an idea an information
point or anything that can offer a value
to all the Associated set of
stakeholders we had you know the company
and its employees shareholders the
investors the channel partners and the
most important point which is the end
consumer so now the question is that or
rather there are two things that are
very important for the marketing
definition the first one is that it is
Universal which means the definition of
marketing stays constant or same across
different places the second thing is
that it is kindness which means that the
definition of marketing has to to its
character over the last few years
however if you look at the way the
marketers have a it is very different
from what it is now and what it was 20
years back and more importantly their
definition or the wave based marketing
is done is probably very different over
the next few years so now the question
is that if the definition remains the
same then fire says that the approach
has
so much so for ants that question let me
first look at the seven questions like
any marketer has to answer to ensure
that they’re doing a fine job
the first one is what on what does the
offering that I as a marketer and
providing to my DG or target group the
second question is buying or what does
the reason providing this offering to my
PG so interestingly the answer to these
first two questions it’s a very key
insight to all the marketers which is
known as the product market fit or in
other words it sometimes spells the
marketers that fire is the value
proposition that they have so relevant
to the target audience in terms of
solving the media or the problem
statement but there are other questions
to answer as well so the third one is
bet on what does the location of my
Digimon I’m reaching out to them the
fourth question is fair or what does the
time of the day when I’m reaching out
with the DG v question is how or why a
bitch communication channel whether it’s
a TV whether it’s radio I found it
holding an SMS by a big channel of a
regional to my DG the sixth question is
how much or what is the quantum of my
offering yr which I am reaching out with
the BG and finally the seventh question
is who is the individual who is reaching
out whether it’s a celebrity brand
ambassador whether it’s a brand
influence of who is using my product in
the know or somebody who is among the
people who are using the branch so which
is why even though the definition of
marketing has to be timeless why has the
approach changed so much so the answer
to that question is that the way in
which these seven questions have been
answered by marketers over the years
have changed drastically and is bound to
change even more how when let’s look at
it one by one so first let me talk about
the past so all of you guys know
mathematical equations you must have
started at some time so there are two
parts to a mathematical equation or two
entities one is a constant whose value
remains
period of time and second is a variable
which receives different values or which
can assume different values so the
biggest challenge for marketers in the
past has been fixed
for example which is the third question
which is where so let’s have these 50th
you do for cities or smart villages
where they have television access but
the distribution channel of the product
does not support the sale or in other
words they do not have an access either
offline or online who purchase this
particular brand which leaves the aleph
with 12 people answered for four
questions to answer the fourth question
which is when
one time so let’s say out of these 12
people we are left with there are four
people who do not watch television
at 8 p.m. or who watches television but
some other channel at 8 p.m. so even
though as a marketer I am reaching out
to that television box I’m not able to
make the final time because under at the
wrong time for those four individuals
[Music]
individuals and people questions to
answer
the fifth question which is how on what
channel am I usually so let’s say there
are three people who do not take
television ad seriously let’s say they
will not watch or they never piece the
purchase decision based on my television
ad that I saw which leaves us with five
individuals and two questions to answer
the six is how much so let’s say we have
an offer if the purchase of 400 gram SKU
or a 400 dementedly of that hearing P
they get 20% extra or that’s the
secretaries of great free now what does
all these five people there are three
people who do not go for major on macro
density use or rather the only purchased
small items let’s say 150 grams products
so even though the offering makes sense
to them the poorest one which is given
to people and one last question to
answer which is buy them so let’s say
it’s caused by a famous cricketer like
where are holy so how many where are
poly fans of the house ok quite a few
right so let’s say of these two people
one of them is a person who did not
raise the hand when I asked this
question or in other words one of these
people do not relate to the brand
ambassador why does not relate to the
brand ambassador which leaves me with
one single individual now let me tell
you what just happened as a marketer
when I started off we had a target
audience of 100 people to whom this
communication was supposed to reach but
when I have funnel and filtered my
entire audience he is not answering
these 7 questions and left with only one
individual to whom this entire
communication is relevant so what went
wrong
does this channel not have the reach the
answers no it does have the reach
the answer is law for the simple reason
that I could not personalize the answer
for all these seven questions I had
fixed them I had made them constant for
all the people to whom I reached out to
so if I have to just take an
hypothetical example from the animal
kingdom it’s like so do the present
things have changed so we have points we
are able to answer these questions for
the relevant audience in a more
personalized way how well let’s figure
out one by one so just for the sake of
example let’s consider a student credit
platform which is relevant to college
student so interestingly that’s the
industry where I belong as well so the
first question which is what so let’s
say my tells me that the students will
tell you what cash credit or you know
they go for an offering where they get
the cash flow must be as fat data versus
let’s say the student says Mumbai go for
ecommerce credit which means what which
means that they exactly know what
they’re purchasing at the time of
availing defended and it’s an
asset-backed credit so market are it’s
very simple
so I ensure that whatever proactive
communication goes with the lady
students whether it’s an SMS and email
or social media ad it is relevant for
the communication is versus it is around
people
ecommerce credit for the Mumbai audience
all in other words let’s say I reach out
to the male audience with respect to the
smartphone credit because that maybe
makes more sense versus a mantra if not
for the female audience again based on
the data and I oughta made all these
tools I don’t do it the second question
which is fine so now let’s zero in on
one audience which is let’s say three
anybody’s or the TEL agenda now let’s
say a first-year student who spends cash
does it all books
– on let’s say the co-curricular
activities the thirty assorted strangers
on let’s say a GTI or a GRE post and the
fourth-year student doesn’t unravel
because well it’s the final year so when
I design my communication to each of
these individual audiences I use the
specific use cases that are more
relevant to them so even though the word
or the product offering remains the see
the reason or the vibe varies and it
makes it it makes the entire
communication more personalized the
third is well so let’s say I use this
concept of geo tagging or geo fencing
where we choose certain coordinates and
latitudes and longitudes where the
college audience since studies and the
inshaaallah
at pop up only for these particular
coordinates showing my hearts to
everybody I ensure that people only in a
specific geography are able to view my
eyes to make it even more relevant the
fourth question is spend so let me take
an example let’s say there are two
individuals individually and individual
be so individual a when I said the rest
of them I said here services rather I
figure out that they need all the air
services or they click on that link from
a BF 9 p.m. versus individual bee who
doesn’t lectures from 5 p.m. to 6 p.m.
now what do I do with this data
well it’s where you dude up the 4th and
summers that I said now to individual a
is gonna be around domain PN versus
individual B it’s going to be around 5
to 6 p.m. because I know that is the
time when it’s spoken word or the
chances are higher the fifth question
which is how or which channel to use so
these two individuals so let’s say which
will a is responsive to SMS versus
individual B who is more responsive to
emails now what do I do then again it’s
very simple next time I reach out to
individual a I’m not gonna reach on wire
all channels I’m gonna focus mostly on
SMS because that is the channel that
works there versus email for individual
be the sixth question which is how much
so in the credit industry there is this
concept quadratic element or how much of
[Music]
there are because it’s like in the punch
back now over the next 12 months as an
individual I as an individual I am going
to define however the data remains
static so what do people make this game
more dynamic and ensure that all these
marketing efforts that you’re doing are
more real-time depending on what just
the data but also by behavioral aspects
also they have two beauties that I am
performing day in and day out so let me
take some examples so let’s say I’m
driving a car I’m driving a car and the
sensors figured out that the patron is
less than 10 percent in the petrol tank
now it filters out or access to my phone
my smartphone and my smartphone the GPS
is that figures out that there is a
control one in 500 meters radius so this
is what Internet of Things is right so
what happens I get a notification on my
phone that in addition you know what
you’re the patrol and your car is less
than 10% of the overall threshold
meaning not you need to fill your patrol
and there is a spectrum of XYZ within
500 meters so why don’t you just go
there and get your patrol defect so
imagine how powerful that message is
it’s it’s not just answering the what
and the bike but it’s also giving me the
exact communication at the point of C
that sounds the next couple of questions
which is been and how so let’s say I
have been very active on my smartphone
from 8 p.m. to 9 p.m. for this
particular week so if this data can be
provided by – Rishi – let’s say any
marketer who’s trying to reach out they
can probably use this to ensure that I
am offering within this time interval
because the chances of conversion are
higher versus let’s say I might change
my timings the next month or the next
week I might change my schedule so I
might be paid ads accordingly or the
communication accordingly the fifth
question which is how so ok let’s say
within this range lon I am more active
on what’s happening versus I am more
active on Gmail or my email tomorrow
so the communication for me might may be
motions on what’s happening and on email
tomorrow the sixth question which is how
much so let’s say there’s a washing
machine a cartridge that has be filled
now as soon as the detergent goes below
a certain threshold based on certain
intelligence about what is the UI
ordered last name
it sends to the phone and it
automatically orders the detergent SKU
that I’m looking for so it’s not just
ordering at the wine but it’s also
ordering the right amount of SD and
finally by whom so it’s a very
interesting use case so all of you guys
know the smart glasses the booming last
night an example of a smart glass
so let’s say I’m very good Google glass
I’m just looking and I view this big
common unfolding for five straight
seconds so what am i telling Google
and has the question over here inside
but I talk about all this doesn’t make
traditional marketing communication
channels absolutely whether it’s the
but the answer is no because each LP
communication channel has a certain
specific you know specific use case
however what’s gonna happen is that
marketers are going to have a lot of
flexibility around themselves as to when
to use the channel for use the channel
and how to use them as for me well as a
marketer I’m really excited and I’m
looking forward to the big things in the
future but more importantly as a
consumer I cannot wait when I will be
holding a smart device like this is my
hand with a certain requirement and if I
just go exactly predict what I read what
is my requirement and how it can suggest
is the most accurate thing thank you so
much [Applause]
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