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CIOs, CMOs to confluence on one stage

The two-day NASSCOM confluence will provide a platform for CMOs and CIOs to exchange ideas and collaborate on the future of technology-led marketing in India

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Sonal Desai
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NEW DELHI, INDIA: With an aim to bridge the gap between technology and marketing, the National Association of Software and Services Companies (NASSCOM) have decided to organize a MarTech Confluence 2015.

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The confluence is scheduled for September 3–4, 2015, at ITC Grand Central, Mumbai.

According to NASSCOM, the world is transforming into a digital sphere with nearly 50 percent of the global population having access to the Web. This transformation has further escalated with multi device availability to access Internet. This is redefining the role of marketing, and causing companies to invest more of their marketing budget on technology.

In the last 5 years, there has been a significant change in digital consumers’ behavior. Consumers are increasingly using multi-screen for data consumption and a typical global multiscreen user spends close to 7 hours on various devices for media consumption. Out of which 2 hours 27 minutes are spent on smart phone, which accounts for 35 percent of the daily screen minutes spend.

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India stands higher on this transition curve as multi - device owners in India typically spend 2 hours 42 minutes on smart phones and 1 hour 36 minutes on laptop. The total time spent by typical Indian multi device on screen is close to 6 hours 24 minutes, this presents an unprecedented opportunity for marketers to reach out directly to their customers.

While, traditionally marketing has always focused on communicating a brand story through established media like television and print, new technologies are giving consumers exceptional powers to reject, add to, or endorse the brand story. Digital initiatives will be the key driver of marketing spends for the next 10 years. At present, the global marketing spend is estimated to be $1097 billion, it is expected to grow to $1571 billion by 2025.

Technology as a percentage of marketing budgets is expected to rise to 12 percent in 2025 from 3 percent in 2015.

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Indian IT players need to improve their capabilities either organically or through acquisitions to remain in the race of increasingly competitive marketing technology. The companies will also have to rebrand themselves as marketing consultants, said a report by Nasscom.

Advanced digital technologies have led to expansion of the Internet usage and India with its 354 million Internet users as of June 2015 is expected to surpass US Internet users’ number by 2016 to become the second largest Internet user population.

R Chandrasekhar, President, NASSCOM, said, “With technology penetrating almost every aspect of our lives, this confluence will give a platform for CMOs and CIOs to exchange ideas and collaborate on the future of technology-led marketing in India. The forum will generate powerful ideas for the future, identify opportunities for the Indian technology industry and create a platform to align stakeholders around its vision. ”

Industry stalwarts like D Shivakumar, Chairman & CEO, PepsiCo India and Nirmalya Kumar, Member- Group Executive Council, Tata Sons are some of the specialists who will be addressing the event.

It must be noted that NASSCOM had said last year that marketing technology has the potential to be a $37 billion opportunity for Indian IT players. But nearly a fifth of that is in the purely creative space, an area where few Indian IT firms have the capabilities.

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