Paul Writer launches Innovative Marketer Dialogue , 
Video interview series with CMOs highlights marketing best practices
Deepali Naair
Chief Marketing Officer
Mahindra Holidays and Resorts India Ltd
One thing that will shape the future of marketing…
Future of marketing is not going to be about managing the brand or managing the marketing activities. By virtue of the marketing team, having expertise in digital and internet space, they are going to get more and more into customer experience which means they will have a role to play when they are prospecting outcomes on digital and when there is customer service in progress on digital so organisations will need to restructure possibly to realize that marketing will need to collaborate with customer service heads and technology teams. That is one change that is going to happen in terms of the structures at the CMO level.
The second change that will happen within the marketing team in terms of the future of marketing is the development of data analytics. The big data and the CRM solutions coming in will actually aid marketing teams enrolling out programs for micro-segments and not mega-segments which means there are going to be smaller programs, campaign managers, program managers with key skill set that are going to get added to the marketing team.
If I were to look at the space of marketing and what’s going to change, mobile is one big trend. Today internet penetration in India is at 16 percent, I expect that in the next 3 to 5 years this will possibly go to 40 to 50 % and that will ensure that much greater spends occur on the digital medium compared to the traditional medium in the industry as a whole.
In the travel and the hospitality industry which I belong to currently, the shift from spends from ATL to digital is already being seen. In the financial services, the focus on digital is going to increase and larger number of spends are going to take place and opportunities of e- commerce and opportunities of closure through call center and closures online is going to increase and therefore the e-commerce may also fold into the marketing teams in future.
“If I were to look at the space of marketing and what’s going to change, mobile is one big trend. Today internet penetration in India is at 16 percent, I expect that in the next 3 to 5 years this will possibly go to 40 to 50 % and that will ensure that much greater spends occur on the digital medium”
