Year-ender 2018: 'A larger focus in understanding, tracking and management of first party data'

Campaign India's December series where industry leaders talk about a surprising moment from 2018 and an expectation from 2019 continues.   

 

Here's what Rohan Mehta, CEO, Social Kinnect, had to say.   

 

Surprising moment of 2018 

 

We are seeing more CEOs and MDs in the meetings. Earlier, it was the marketing managers and brand heads that we were interacting with. The top managers have started taking an active interest in not just digital marketing but in digital transformation. Also, most of our clients have grown at the least by 50 per cent and at the maximum by 500-600 percent, although the base is small.

 

However, the shifts are pretty significant and the digital shift is no longer about quantity, but about the quality of the content. 

 

Prediction for 2019   

 

A larger focus in understanding, tracking and management of first party data. CRM implementation is taking a high priority on any CMO's or CEO's task list. Even if we had it earlier we did not use it enough to slice and dice it, which is the reason why programmatic was not picking up. The next year is when we might become really very good at using first party data.

 

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