IAA Knowledge Seminar: ‘Innovations are key to success of marketing’

The International Advertising Association (IAA) India Chapter hosted a Knowledge Seminar in Bengaluru on 20 December to discuss the future of retail marketing. The seminar was inaugurated by chief guest Ramesh Aravind, film actor, writer, director, producer and TV host. 

 

Srinivasan K Swamy, IAA India Chapter and vice president, development Asia/ Pacific Region, IAA, highlighted, “India’s retail sector is 15 per cent of the country’s GDP. It gives employment to 4.43 per cent of the population. The IAA Knowedge Seminar brought to the fore several issues concerning the sector as also the tradition brick-and-mortar stores will co-exist with the e-tailing revolution.”

 

Aravind, while making his inaugural remarks, said, “Right since childhood, we have been used to the unorganised retail and the online one billion dollar sale left me amazed. I also ended up becoming a part of the online revolution when I bought a pair of shoes which I didn’t really need”. He also added, “Ever since I was a child, my parents, teachers and others kept telling me that the future is in your hands. I now realise that the future is indeed in my hands, in the form of the mobile phone, as we have started using the phone for e-commerce transactions, banking and more.”

 

Damodar Mall, CEO - grocery retail, Reliance Retail, said, “Modernity in retail trade and the self service format are fuelling demand for better retail systems. Organised retail surrounds the woman consumer with products without pre-judging or any opinion. It lets her make the choice.”

 

Charulata Ravi Kumar, CEO, Razorfish India, highlighted the importance of innovation for marketing, stating, “The digital marketing and technology alone can’t transform businesses, Innovations are key to success of marketing.”  

 

Sundeep Nagpal, CEO, Stratagem Media, spoke about the ever-growing importance of digital. He said, “Consumer choices and preferences have taken over the media. Be it print, television, outdoor or radio, every medium will have to convert to digital.  In-store sales influenced by internet has doubled in the last six years in US markets.”

 

Meera Harish, former VP, Titan industries, noted, “The transition of the Indian consumer in the retail story is visible.”

 

The last speaker of the evening was Sandeep Tarkas, oresident - customer services, Future Group. “Malls will stay as they are also a destination for evening outings with the family. They are places for social interactions," he said.

 

Anand Sankeshwar, MD, VRL Media and chairperson of the event said, “We, at Vijayavani, were overwhelmed with the response we received to the seminar which provided great learning to all those keen on understanding the retail scenario in the country.”