Day two of adtech India 2012 began with the first keynote address delivered by Shiv Singh, global digital head, PepsiCo Beverages, that delved into real-time marketing in a hyper-connected ecosystem. Singh mentioned how brands today are competing with Facebook statuses and tweets. He said, “It’s become challenging to engage consumer effectively. It is not like your good old days where you could depend on TV spots.” Singh explained how insights, content, response mechanism, co-creation, distribution and engagement, form a vital part of the real-time marketing strategy of a brand in the digital sphere.
He added, “A brand should reflect back at what consumers care about , its role goes beyond sponsorship to being a curator, observer and a creator.” He suggested that while measuring the media players to find out which TV shows got the highest GRPs, one should start looking at which shows get the greatest social media engagement online.
Singh concluded the session and stated, “Build your brand around various platforms and not around campaigns alone.”
In the second keynote session of the day, Arvind Rajan, managing director and vice president of Asia Pacific and Japan (APJ), LinkedIn addressed the topic of how data-driven networks enhance brand engagement. In a bid to showcase the analytics available from LinkedIn, Rajan highlighted some of the benefits derived by companies as well as marketers by being present on the professional social network. Elaborating on the kind of information available from LinkedIn analytics, he added, "We are just beginning to understand how to use these available data for everyone's benefit."
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