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CMO Special: Fizz Vs. Reality

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Abhigna
New Update

NIGERIA: Data collection or technology's hype. It's always better to dilute the potent force with elements like human judgement and a layer of verification in order to avoid hangovers like tampering, manipulation or garbage-d results. Brajesh Kumar, Head of Marketing for Grand Oak Ltd (Lagos, Nigeria) gives his formula for mixing IT together with marketing

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Can you give us a peek into how advanced or tech-sophisticated Nigeria is as a market? Any parallels or comparisons with Indian customers here?

Nigeria spends a lot on IT and there is leap-frogging to the extent that many technologies exist at a parallel pace (for eg from Tally to My-SAP)

Has the role of a CMO become smoother or tougher over the past two years with the advent of technology?

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Though agencies as well as technologies for data collection are available, what is questionable is the authenticity of this data - at times agency gives you what you want. So human judgement, cross checking with other data sources and other approached becomes important. However certain sectors like digital, Telecom have correct sources of data due to their own servers. But when they share with clients they too tamper it suiting their own requirements.

What's your observation or experience when it comes to leveraging technology?

Technology in itself is "Garbage In - Garbage out" - the problem is not with the availability of technology but the manipulative use of it - it's more of a discipline, training and attitude issue when it comes to the users.

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Commoditisation or sharpening USPs - what can tech tools end up as when it comes to competitive posture?

As a marketing person I would always go for sharpening USPs - commoditisation anyways happens if you are successful - you will have fakes and ME-TOO's coming in as challengers and hence only USPs can make you command premium.

How's this market when it comes to juggling immense social networking/big data/analytics power together with intrusion/privacy awakening?

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By culture people here are more open and talkative and want to share and show-off so social media has helped them a lot in that sense - there are not many privacy/intrusion complains as such.

Has your brand become tech-savvier than before? 

Yes with the growing presence on digital medium, very much.

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Do you think CMOs can risk taking a stand or pick a battle instead of playing it safe?

We need to stand for what we communicate for our brands - consumers voicing opinion ultimately helps us improve further.

Where do you stand on the debate as to whether marketing is a science or an art? Specially in the current tech-dominated era?

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It's always been a science - now with good support from technology one can better track the returns of every dollar spends - this helps to justify spends.

What's your take on the good old CMO vs. CIO turf battles?

Haven't heard any so far in this country. This is always a team work space and what matters is helping each other with clarity on each function's role.

What else would you like to highlight here?

There is scope for any new technology in this country as people like to go for new things and are excited to try out new things - they also have money to pay for the latest and best.