KIIT School Of Management (KSOM), KIIT University organized its 7th National Marketing conclave on 1st October, 2016 at its campus.
The theme of this year’s conclave was “Digital Marketing – From Silos to Integration“. The event was inaugurated by Prof. Abraham Koshy, IIM-A; Mr. Chakrapani Gollapali, Chief Business Officer, Holidays, Yatra.com; Mr. Maheshwar Peri, Founder and Chairman, Careers 360 in the presence of Prof. P.P. Mathur, Vice Chancellor, KIIT University; Prof. Anil Bajpai, Director, KSOM and Prof. S.N. Mishra, Dean, KSOM.
Prof. P.P. Mathur, in the welcome address highlighted the growing importance of digital marketing for companies. Setting the context, Prof. Abraham Koshy said how consumer behaviour can be divided into pre-purchase, purchase and post purchase behavior. Tracking down these behaviors can help the marketer in engaging the consumers at each stage effectively. Keynote speaker Mr. Chakrapani Gollapali, said how utilizing multiple marketing communication channels has become important for the modern businesses to survive in today’s competitive market. The discussion became even more interesting when our second keynote speaker, Mr. Maheshwar Peri shared his inspiring journey from investment banking to print media and finally moving on to online media. He stressed that understanding the mindset of the consumer is of prime importance before a product and its delivery mechanism can be designed.
As part of the conclave there were two panel discussions. The first panel discussion was on the theme “Traditional Marketing vs Digital Marketing”. This panel comprised of Mr. Ronak Kumar Samantray, Co-founder, NowFloats, INK Fellow; Mr. Subhobroto Chakroborty, CEO, Martech Agency; Ms. Dharna Dhamija, Office of the Brand Custodian, Group Executive Council, Tata Sons; Mr. Manohar Hotchandani, Director – Business Development, Microsoft. Initiating the discussion, Ms. Dharna said that digital marketing has enabled companies in customizing marketing communications, targeting customer’s at individual level. Mr. Manohar Hotchandani opined that companies should use due diligence in utilizing the massive online customer related data that is being generated today. Mr. Subhobroto Chakraborty stressed that it is also important to focus on rural markets where traditional marketing still dominates and digital marketing has a long way to go. Mr. Ronak discussed how digital media is enabling marketer to utilize technologies like big data, cloud computing etc. to understand consumer buying behaviour and delivering marketers proposition on a real time basis.
“Managing the shift of retail consumer to online” was the theme of the 2nd Panel Discussion. The panelists were Mr. Spandan Mishra, Head- Strategic Planning, Reinfusion Y&R, Screenwriter; Mr. Jyotirmoy Mukherjee, Sr. Vice President Marketing, SBI Card; Mr. Sahan Ray, AVP – Strategy, Jabong and Mr. Raman Puri, Vice President SVAM International. Mr. Spandan Mishra highlighted how in recent times there is a increase in the Ad-spends of E -commerce companies in comparison to brick and mortar businesses. Mr. Jyotirmoy Mukherjee said that the number of online financial transactions have increased significantly. Mr. Sahan Ray elaborated on the challenges being faced by E- commerce companies in balancing their growth and profitability. Mr. Raman Puri said that the current online businesses are catering only to a miniscule percentage of population and the potential of growth is significant.
Ten workshops related to Marketing were also conducted as part of the conclave. This years’ conclave witnessed huge participation from management students, academia and industry practitioners making the event a grand success.