In a recent event I attended, Sanjiv Mehta, CEO & MD, HUL mentioned "Real value will come from developing many unique 1-to-1 relationships with consumers." This is an insight each marketer can and should use. Further he also mentions "Move from mass marketing to massive customization". Now this is a power statement that can drastically change the course of your marketing efforts for the good, if implemented well. The one thing that can help you live these statements is DATA. With the help of rich deterministic data you can communicate with clusters of users resulting into mass personalization. I am most delighted to share that Vserv has done some pioneering work in this space to bring you 'Vserv Authentic Data' that helps you reach your cluster of users through people-based marketing.
People-based marketing is an approach that puts the 'audience' at center stage. With this approach brands are able to communicate with their audience more effectively. Today a lot of marketers talk about people-based marketing and want to adopt this approach. To reach these CMOs in a personalized manner we kickstarted a first-of-its-kind initiative, a breakfast series called CMO Mobile Mornings. Each collaborative session of CMO Mobile Mornings was a convenient 90-minute roundtable discussion with a few of the country's leading CMOs, precursored by a friendly, lavish breakfast. Some CMOs who participated in our Bangalore discussion include AirAsia, Bigbasket, CISCO, HolidayIQ, Madura Fashion & Lifestyle, MTR Foods, Simplilearn, TVS Motors, Voonik, Wonderla and Swiggy.
These knowledge-sharing sessions started off on a lighter note with a breakfast spread and introductions. This was followed by a general discussion centered around people-based marketing and why is it imperative for companies, today, to adopt this approach for their marketing efforts. While a lot of thoughts were poured, some interesting points that were discussed and have stayed with me include:
- Meera, responsible for driving the marketing efforts of Bigbasket, shared how they and their partners have been using insights arising from consumer data to reinvent their service offerings to keep addressing their consumers' need time and again.
- CISCO's Bijoe George has in fact already been through a huge exercise of adapting to data-driven communications. He shared that adaptation was not easy especially for a global giant as theirs. There were risks involved, experiments done, momentary failures too, however, with persistence at the end of the funnel, CISCO did taste the sweet nectar of data-driven marketing. Currently CISCO is witnessing immense value and results by exercising data-driven marketing.
- Vishwanath from Voonik believes that a good algorithm and rich data is powerful enough to make a system function automatically without major human intervention.
These knowledge-sharing sessions have been much more than just successful as they are bubbling with energy, rich with insights and a delight to be a part of. We look forward to hosting many more interested CMOs for sessions like this in the near future. If you want to know more about how we are helping brands achieve marketing success through people-based marketing, you can reach me at firstname.lastname@example.org or tweet to @dippakkhurana.