Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Rajiv Mehta
Chief Executive Officer
Arvind Sport Lifestyle Ltd.
How critical digital marketing is in a company like theirs..
The consumer is becoming younger and is present on every digital platform. The only way to intimately connect with consumer is to be digitally present. A large part of the marketing budget has to be allocated to digital marketing. When I say digital marketing, it is very easy to go and buy a masted of Youtube or yahoo home page or Google advert spent but that is something which is non-intuitive and non-personal. What the consumer is looking today is that you are creating something which is lot more relevant and lot more personal to the consumer. For example a brand like Forever 21, all of the consumers are women in the age group of 16-25. The other ones who have a certain disposable income are very fast fashion forward. The only way a brand like Forever 21 can engage in conversation is, stores in the right location but at the same time you need to be able to give them access to latest fashion trends on Pinterest, on Whoopler, on all those platforms that are relevant to the consumers between age group 16-25. You should also be able to give them your twitter feed with the latest happenings from around the world in Forever 21. The idea is to be able to live the brand name Forever 21.
If you look at brand like Puma, Puma is all about being sport and being lifestyle at same time, whether you talk to consumer about engaging them into the brand by giving them access to events, giving them access to the latest collection in terms of running, talking about running, engaging them into events which are towards running and towards football, bringing teams and bringing stars like Bolt & Arsenal into the country and getting them access to their fans, that is something that is all to do with digital marketing. You can do all that you can do on television but today very few people have the patience to go through an add, they mostly record their shows and watch them later or download their shows especially when you are talking to new age consumer. So digital marketing should be atleast 60% of your total marketing budget going forward.
” What the consumer is looking today is that you are creating something which is lot more relevant and lot more personal to the consumer.”
