“Dirt is Good”: Nikhil Tivary, CMO, Johnson and Johnson Vision Care on hyper-personalisation and CX #APACLeaders

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We interviewed Nikhil Tivary, CMO, Johnson and Johnson Vision Care, Asia-Pacific for our series on #APACLeaders. Nikhil’s career is defined by helping brands ‘do well by doing good’. As the Marketing head for Johnson and Johnson’s Vision business in the region, he is most excited at the potential a clear vision can bring to the everyday life of population around the region. Read on to know the digital marketing strategies at the famous Johnson and Johnson.

With innovative disruption changing the digital economy, customer expectations are on the rise. How have you changed your digital marketing strategies to deal with rising customer expectations? 

Marketing in digital economy has helped us become more innovative, more agile and more real time.

J&J’s digital strategy is based on 3 key pillars:

  1. Grab Attention: The attention span of today’s Millennial and Gen Z consumers keeps decreasing with latest number at 8 secs (Lower than a goldfish). If you speak to social media partners they will tell you it’s 3 secs. It’s critical in 3 -5 secs you have managed to grab attention in a meaningful and relevant way.
  2. Hyper personalization: Consumers are willing to engage with you only if you can truly anticipate their individual need and help them achieve their life goals. Hence having the right digital tools is critical, from social listening to precision & performance tools.
  3. Frictionless journey & experience: All consumer journeys are omnichannel and so should be digital strategy. Our partnership with offline and online retailers helps us make the consumer experience premium & frictionless. Thereby truly driving performance and conversion = superior ROI

How much impact does your social media strategy, and mobile app marketing have on your ROI? What are the online platforms that work well for your organization? 

Social Media:

Our media spends are largely on Social media & Connected commerce and hence is core to our demand generation and ROI. Depending on the market we partner with Social media partners( Facebook, Google, Tencent, Line, etc.) and Connected commerce partners (TMALL, Lazada, Qoo10, Shopee, etc.)

Mobile app:

Our app is great tool for personalized engagement & closed loop experience. The app ROI measurement is based on both from quantity and quality downloads, looking at attribution from different channels, lifetime value and engagement. Google UAC & Appsflyer are great tools to help drive positive results.

Influencer marketing, AR/VR, chatbots, hyper-personalized marketing are the growing trends of today. As a modern marketer, what is your view on the use of martech in your marketing strategy?

For me martech is new definition of marketing. The biggest use case for martech for us is hyper personalization, CRM and performance marketing. Having the ability to nudge consumers along the journey and attribution of dollar spent is what is now asked of us marketeers.

Tech & marketing teams work seamlessly and recently we have started using chatbots in several of our markets with success. It helps drive not only on engagement but with credibility. There are excellent solutions available and hence I’D recommend always to buy then build.

In what ways do you think AI, data and machine learning are transforming the way we are approaching marketing today?

Tech Transformation is here and its super exciting. There is no marketing strategy today unless you have a Data Strategy. Data is the new oil and should be a cornerstone of our marketing strategies.

I have already spoken about the way we use Tech to drive CRM, Personalization and Performance. One area where AI is really helping is predictive analysis and consumer insights. 95% of decisions we make are made by our unconscious mind. We recently used machine learning to better understand unconscious mind in relation to our category and signals of purchase.

How do you describe a modern marketer of today?

Today’s marketer is someone who is able to master both the left and right side of the brain. Its creative story telling powered by execution through data.

This person embraces tech and evolves their ecosystem to include not only creative and media agencies, but performance, CRM and AI agencies coupled with Social and Connected commerce partners.

Profile

 With 16+ years of experience that spans global and regional leadership roles – Nikhil has worked across Asia & Europe, having successfully turned around businesses both in Developed and Developing markets by launching relevant product and communication mixes. Before J&J, he was part of the Global team on Unilever’s ‘Dirt is good’ brand advertisement campaign. The counter intuitive has helped the business grow multiple fold since its inception.

Nikhil has successfully built brands across the globe through consumer centricity, championing innovation, creating purposeful brands and using social with BIG data to build relationships. He is passionate about bringing alive a unique point of view of brands and creating brand experiences that truly elevate the role a brand plays in a consumer’s life. His passion lies in developing and deploying products and ideas that add real value to people’s live.

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