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Atul Chand
Chief Executive- Lifestyle Retailing Business
ITC Ltd.

On Digital Marketing in their current strategy.

More and more consumers are now taking to the digital space hence the medium is actually becoming extremely important. It is fundamentally becoming a part of the marketing mix and a very important aspect of managing a brand. There are consumers who are using the digital space either for prospecting, shopping or just for browsing. I think, fundamentally the digital environment and the digital media helps to sharply target depending upon the purpose of the brand at that point of time. It is very versatile, cost efficient and you can track exactly what is happening and measure in a short time the success of your digital activities. If you look at today’s environment, every medium is becoming digital — TV is digital so are radio and print. Digital is no longer going to be a channel but actually will become an enabler of the environment. Therefore with the demographic of young consumers along with a high rate of mobile penetration, digital will only gain in its importance. At ITC and Wills Lifestyle, digital is the fastest growing channel for us in terms of brand communication and engaging with the consumers and that’s the way we are looking at it.

“I think, fundamentally the digital environment and the digital media helps to sharply target depending upon the purpose of the brand at that point of time.”

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