IAMAI 10th Marketing Conclave: The rise of mobile marketing, social media and content

Preeti Chaturvedi

The 10th Marketing Conclave organized by the Internet and Mobile Association of India and held in Mumbai in May 2014 considered how digital is changing the business environment and the strategies that are being adopted to take advantage of consumers' shift into mobile and social media. As brands follow them onto these platforms they are having to become social and digital in attitude themselves, using different tools and giving up on some long-held beliefs.

Digital first

Brands, creative heads and planners are increasingly thinking along the lines of digital first strategies. The tectonic shift impacting business demands a response of equal magnitude from brands, which are responding with strategies like more variety, comparisons and additional inventories. Technology is being deployed to attract new customers through attractive cash discounts, loyalty points and other additions. Brands are also looking at mobile as a key partner in online trade due to 24 hour access and connectivity.