'2018 will see the theme of collaboration playing out more and more': Vivek Nayer

Campaign India starts the countdown to the new year with an industry leader putting down one learning from 2017 and an expectation from 2018.

 

Vivek Nayer, chief marketing officer - group corporate brand, Mahindra & Mahindra, kicks off the series.

 

1: One big learning from 2017:

 

One big learning has been the increasing use of data analytics in digital marketing to sharply target the right set of potential consumers or those who would be really interested in what your brand stands while reducing wastage or dissonance. For example, for our SUV business it helped us finding out and targeting the folks who are likely to buy a car in the next three months. Or in the case of Mahindra Formula E Racing it helped us communicate with people who are most interested in motor sports from all across our key international markets.

 

2: An expectation from 2018: 

 

I think 2018 will see more and more of the theme of collaboration playing out… one that creates a win-win among strong partners who bring in their own individual expertise towards a common goal. For example, Mahindra’s partnership with the government and Ola to create an electric mobility ecosystem in Nagpur on a pilot basis as a prelude to rolling out more such initiatives.