Interview with Kunal Mukherjee, VP Marketing UTV Channels.
PW: How important is technology for the success of the modern marketer?
KM: As we move ahead – Technology will go hand in hand with marketing initiatives. Marketing with have to be an integral part of all new technology development and needs to be platform agnostic.
PW: What are your current marketing priorities & how does that translate to technology?
KM: Brand building, customer acquisition and retention are the marketing priorities for UTV. Technology is the medium for promoting and hosting customers.
PW: In your organization how has technology played a role in customer acquisition or retention?
KM: All BTL lends to customer acquisition using technology e.g. register via the Ipad and ATL supports technology initiatives. However, in Social media the role is most significance in terms of engagement, which is a key to customer acquisition and retention. A lot of focus in this space is to lend to word of mouth and retain fans via engaging initiatives like contests etc.
PW: How has technology played a role in new product development, market expansion or other areas?
KM: All products being developed are hosted across platforms and engage consumers across platforms.
PW: What would you say is the level of collaboration between the CMO and CIO in your organization?
KM: Extensive and on an everyday basis.