Paul Writer launches Innovative Marketer Dialogue, 
Video interview series with CMOs highlights marketing best practices
Alokedeep Singh
Head of E- Commerce Business
Titan Company Limited
On Big Data, Mobile and Social and how is it being used by Britannia?
We have embraced all the new emerging technologies which have come in. At Titan we are, I would say very strong in terms of social media. Most of our brands, especially the larger brands have large social media presence, there is a large amount of fan share and a large amount of communication that is done through both the traditional and the non traditional means which include Facebook, Twitter and others like them.
We have seen a large amount of consumer engagement come in through these channels whether it is about a product launch or a new offer or whether it is just about an advertising campaign. We recently saw in the case of Tanishq, the new campaign that came in December and the kind of waves that it created in the digital space especially on Youtube and Facebook. So the fact is, today it is important to take cognizance of the fact that channels like YouTube, Facebook, Twitter are equally important as the traditional means to communicate with the customer. The fact that we have big data leads to more personalization in customer offerings and in customer communications. This will bring the paradigm shift as far as marketing is concerned and this is where I see a commonality as far as marketing in IT emerging out of goals for an organization.
“So the fact is, today it is important to take cognizance of the fact that channels like YouTube, Facebook, Twitter are equally important as the traditional means to communicate with the customer. The fact that we have big data leads to more personalization in customer offerings and in customer communications”
