 Welcome to this special webinar presented by M-Filterweight in association with exchange comedia. As we all know, there is a lot of push towards digital and if we talk about the last 100 plus days especially, all advertising is going digital and market years in my conversation with various market years leading brand. They've always said that digital is the way forward. While digital is the way forward at the same time, there is another issue. The issue of making sure that in these times when the business sentiment is a bit challenging, every dollar spent, you get the maximum bang for the buck as you go. How do you ensure every dollar spent online gives you the maximum mileage? That is a broad overview of the subject that we'll be discussing. The subject for today is conserving online ad dollars from SPIL, what market years need to know, decoding the new playbook. And with me today, there's an esteemed panel, speakers include Shekhar Sharma, VP digital group, and welcome Mr. Sharma. Prasad Shijali, founder and CEO, logic serve digital. Vishal Chinchankar, chief digital officer of Madison, Gautam Sabe, VP technology performance India. And the session chair today is Ron Pullman, principal advisor and filtering. So before I proceed, I want to hand it over to Ron who would take you through the discussion and ask the questions. I will come in between, I'll play my role whenever required. Over to you, Ron and all the best. Thank you, Ron. And thank you everybody. And welcome to all of you that are joining us today live. It's great to have you with us. I think the subject is universal. And I know that during these difficult times, it's even more pressing on our operations as advertisers and agencies. Specifically, how can we conserve our resources in many ways that have been reduced in digital and prevent leakage, prevent spill in unwanted areas. We have I think the best panel I've ever worked with in this webinar. And I think that if you can bear with this for the next hour, there's going to be a lot of value and insights from what they have to share with you. I'm going to keep my role in this to a minimum. Essentially the master timekeeper. I hope I do a good job at that. But I do want to start by highlighting a few of the major changes that have happened just in the first half of this year. It's been an epic year for changes. It started with Google in January announcing its phasing out support for third party cookies and that sent shock waves through the industry. And also in India, more closer to home, Reliance Steel has raised in the very recent time $20 billion from 11 investors, which is going to allow them to go deeper into mobile and also enter e-commerce in a very meaningful way. So that's having an impact that is going to really be important for us as marketers and advertisers and agencies in India to work with and to take, see this as an opportunity going forward. There's also this emergence of boycotting with Facebook, which we hadn't thought would happen ever, but finally it has. And then Apple announced a more technical announcement, which many had really not noticed, but in the iOS 14 privacy and IDFA opt-in changes have been announced for September. So no longer will consumers be searching for ways to opt out of advertising. Advertising would be an opt-in feature on iPhones. And then what we're seeing is a continuation of a trend in the preference of our consumers and customers for mobile as the device of choice. The pandemic has made that even more valuable. It was a trend that was underway long before we were hit by the pandemic, but it's here to stay. And we have to think again of opportunities that these changes present. That's going to be a theme in our discussion today. Opportunities to get more from our media investment, get more valuable engagements with the consumers we are trying to attract, not only at the surface, but throughout the customer journey right down to the deepest part of the purchase funnel. So there's always going to be opportunity to change, and there's always going to be change. Change is a constant. And at the same time, the agencies I'm very sympathetic with in this situation must continue to deliver the highest possible ROI on the advertisers' media investment. So we're going to talk in two waves of questions. We're going to go through the panel. You'll see a diverse and also convergent point of view from our panelists. But again, I hope that you find what they have to say to be valuable for your everyday work in marketing and media. So let's begin. The first question that we're going to focus on is the digital playbook. And we throw those two words around very freely. And just for the benefit of the audience, for those who may not understand what we mean by that, and no disrespect to those who do. We're talking about the strategies and the tactics that an agency will recommend and use. And this playbook evolves with each campaign. It improves with each campaign. And when we think of the changes that I just mentioned, there's a need to look at our playbook very carefully to see how we might take advantage of these changes. So the first question, therefore, is simply to ask our participants, as we warm up for this discussion, how have these changes and how has this continuous demand for better results in the media investment affected their playbook? What's working and what's not working? I'd first like to throw the ball to sorry, even suspense, Shikhar Sharma. Thank you. And remember, guys, you've got like five minutes for this question. You can say a lot in five minutes. I've proven that point already. Thank you. Yeah. Thanks, Ron. I hope I'm audible. I hope all attendees and my panel panelists are keeping safe. It's a pleasure to be here in a hot and humid Delhi. I stay in Noida and it's been a pleasure to be part of this industry, which is I'll straight away get into the perspective. It's all the way been very challenging and very exciting to be part of this roller coaster journey on digital, especially the fact that as Ron had rightly put, the digital industry has always been at the cutting bleeding edge of disruption. When I mean by that, when I go back to the four years back, when everything was actually disrupted completely, getting into a very mobile-centric approach, we've had instances where marketers were actually quick to shut up that entire desktop. So this has been an ever-changing system all the time and every two years, every one year, there will be a change and the new rule books being written. So I would like to actually place this around this entire concept of digital transformation as a journey, as a consumer journey, especially what is it for us as agencies, considering that I have my fellow industrial friends also here on in terms of how do we navigate through this entire ecosystem, especially this entire post pandemic, post COVID situation where we are. So very quickly, I would like to actually put it into three broad pillars and some of them which may not be quite new to you, but the way you look at it from the perspective what you see it will be very different. I would like to put it in rather three C's in terms of content, context and connections from an overall framework approach, if I may like. Content, whenever you have any consumer talking to a brand or a client in whatever form, whether he's actually there navigating through a e-shelf on a marketplace or whether he's actually talking to you onto your call center, whether he's watching a video to interacting to you with a voice or interacting on your assets through a chatbot, all these forms as a content. What's extremely critical in this era is to actually get an ever-changing dynamics in terms of what the shape of the content is. If you want to actually look at it, everything is getting very utilitarian. How is it that we all know that it's all raised to the center? How do I make every life meaningful for my users, for my consumers? That's exactly the first key pillar is going to be in terms of the content and all the more because of the fact that we are the moment we have any, this is like a, I call it as a syndrome of a dog tail. The moment you keep on spending monies, the dog tail is wagging, the moment you straight, the moment you stop the spends, it's actually goes back to its own circle. It's a very interesting trend and all the more going back to this entire topic in itself where we are talking about preventing leakages and spillovers. How do we make sure that each and every content is made meaningful? How do we navigate from a linear approach to a very dynamic-centric approach as far as consumer journey is concerned, as far as digital is concerned? That's the first key to this entire change in the new playbook, post-COVID especially. Second is in terms of the context, context in terms of how we are interacting with our consumers. If I may, you may like some of them, you are all quite familiar with digital marketing, some of them not. I assume that there are mixed bags of attendees. When you talk of spillovers, one of the key things is what makes this entire digital ecosystem very fascinating is accountability. When I mean by accountability, it's about the kind of sharp shooting that you can actually do on your consumers. How you will be able to segment your consumers in the way you want to address? How is it that you want to profile your consumers? How do you want to personalize? This is not one to many, it's one to one when you're talking of digital. That's to me is the second C, which is the context in terms of how do I make sure that I stay relevant for each and every penny being spent. Third, not last but not the least is connections. How do I create each and every touch points? I spoke to you about the call center bit in terms of where any conversation which is happening, every touch point is a content for you. Every conversation is a content for the client. How as agencies we are able to navigate this better for our consumers? How do we make sure that we activate the appropriate channels or platforms or touch points to make sure that we justify all the ROIs? I would like to restate with this entire concept of making sure that we stake our clients through our digital transformation journey and it's definitely in accountable for the agencies to actually do so. Partner them and to say of course stay all the more relevant during this time of taking off three C's of content, context and connections. Thank you and that was reasonably close to five minutes. Thank you for that as well. A tough subject to cover in such a short time. Next, Prasad, are you available to jump into the fray? Thank you very much, Shakar. Good to hear about three C's but before I start, I think one other thing which comes to my mind is that before I as a marketer or an agency head or a CEO or a founder or whatever I am, I'm a consumer myself and if you look back to that middle of March, what has happened to India? A typical Cobbler-Ross model wherein the life started with the shock, it can't happen to denial, to frustration, to depression, to experimentation and you know now lots of that stuff and now most of us I suppose are into that experimentation and probably integration phase that we talk about. So that has happened as a consumer that happened to me and then that got reflected me as an agency probably that is where I would like to talk about. So if you see me as a consumer, there are a few trends that I see apart from what Ron has talked about which has happened, third party cookies will not be read, lots of stuff, Geo happening, Facebook happening and everything. One of the things which has happened is my non-essential basket has really grown now, that is where it has really become such a big one now. My mind has started looking into more of a value. There are definitely the digital, I mean I have become more of a digital only channel, nevertheless I am an agency head there but the way I started interacting with my corner store is all digital, I started ordering things on my whatsapp. So that has really happened and lots of stuff which is happening on that way. Very interesting thing has happened, shop to loyalty. I was so loyal to some of the brands including my Bourbon, that biscuit I will only buy from a particular brand only, nothing else and suddenly when I thought, when I saw that it's not available I started experimenting with some of these other brands. My choices have changed, absolutely has changed and definitely I think I'm looking for convenience. These are the things which me as a consumer happening then I'm quite sure these are the things which my customers are a brand for whom we manage their accounts would also be looking for. So this is exactly started playing up on my mind a lot. How do we make sure then, how do we make sure that we as an agency start actually put this consumer changes on the table and say that this is exactly what probably my customers will be looking into me. All these years some of the brands which are there with us, how do I make sure that we start helping them on that. So what we started doing at the early stage, again going back to the Mackenzie model, the first thing that we worked on is along with the client is that we started resolving those that work from home, having the issues, making sure that accepting that zooms and needs and regular calls and making sure that all those eight things working together. So started the first week or first two weeks were about that making sure that resolving those issues once that got into place probably that is where the phase of resilience started for us wherein along with the client wherein our relationship started getting tested, our ways of working getting started getting tested, lots of stuff and these are the three, four weeks wherein making just aware that we have to be resilient. And of course as an agency would say when the media is really going down, how do I manage my cash flows well? How do I make sure that we do proper negotiations with my partners? So all that started happening and after around one and a half months that is where I have seen myself with we as a company and me as a agency to many of our brands is that return started happening. There are so many people actually sitting there and saying that now when the return happens, the question was always when but when the return happens how the world would be? What are the things that I need to work on? Which are the things probably I had been saying that has to do it earlier but I couldn't do it. Can I do something about it? Okay, can we put a plan together? Can I have that agile methods of doing it? And that was the phase which we really enjoyed. There are many clients, many accounts in which we could actually go back and start looking into we had of course we have a time efficiencies have gone up. There are other negative points of work from home also but return is something which which is happening and now when probably we are seeing a bit of end of the you know sort of a tunnel thing and a bit of light seeing we are seeing that light there and the end of the tunnel that is the time many of many of us are talking about reimagining okay what can I do different with all the changes which Ron you were talking about and some of the other things that I have talked about this is the time people have actually started putting that I have seen some of some of my customers actually changing fundamentally the way they have the digital touch points one of my customers are you know very I would say they are into consumer durable and heavily relied on you know direct sales the way they change over the last three to four months where in so many digital touch points got introduced it's amazing okay so that is where probably reimagination and reforms which are happening so if I put all those four months together from me as a consumer and probably those five are model so it seems to be a time well spent to to to build things for the future and I'm quite sure most of my most of us have changed that way you know me as a consumer we as a you know brand everywhere which is what I actually see there now so that's from my side the way we have sort of responded to the covid situation thank you it sounds also like you were spending more time with your clients than you than you would expect under these conditions and definitely definitely true I think I think one good thing has happened is that the calendars have become very efficient everyone seems to be following calendar well and it also means is that there's a good amount of time to brood over things think over things putting together frameworks well spending more times with the with clients okay it seems to be working that way very well yes okay thank you um next uh let's go to Vishal are you there yep okay okay great thank you all right uh thanks Ron let me first introduce myself my name is Vishal Chinchankar I head Madison digital Madison has been a 30 year old homegrown Indian agency and we've been pioneers in the traditional media over a period of time I think digital uh has been up on upswing for us and you know our philosophy is clearly simple it's it's not about just a single media that works hard it's always a media mix or an integrated media that works much much harder and for me marketing is clearly all about funded marketing you know there's top of the funnel and the bottom of the funnel while we know that there's a great television medium which really operates on building the awareness on your top of the funnel and your digital which sort of uh you know addresses largely also to the bottom of the funnel when it comes to laser sharp targeting you know somewhere I clearly feel that digital is also has a role not just in bottom but also on top of the funnel you know in that consumer journey and and and to talk about the kind of framework that we use or our playbook that we have we clearly believe in something called as outcomes planning now no and I'll come to your point later as to how have we uh sort of you know navigated through this troubled waters in COVID and and what are the kind of solution that we've got through but before that let me just talk about what is outcomes planning for us so clearly given the objective we look at what is the brands and I'm gonna and and I'm gonna talk more from the brands point of view and thanks to start for giving a consumer perspective and and shaker for the three C's I think they are pretty valuable but what I'm gonna do is I'm gonna give you a perspective how brands would love to think and how brands would really want to navigate through these things so our outcomes planning uh clearly uh you know it is a framework which starts from an encounter to explore to experience and engage right so you know where the consumers are and where are you gonna encounter with them your brands will encounter how are you going to explore these consumers what is the experience you know when they engage when they buy a product or when they interact with your product or your brand and how do you as a brand how do you engage with them for throughout the life now now when you look at these sort of a framework you clearly know what's really working hard for you you know and and then during this day during this COVID period we've all seen the the kind of numbers that have really grown from GEO or the OTT play going up and so is the gaming and most of the other digital sort of click and motor or click click and click sort of businesses going up so I think we go behind where the audiences are and that's where the that's where the cream lies uh you know honestly speaking before I even talk about how we sort of uh you know really make sure that there's a massive ROI and there isn't a much leakage really there's two the areas that needs to be addressed one is how is it that as an agency you're bringing in a lot more efficiency into medium how is it effective for the brand right and when I say efficiencies and I'm clearly going to draw a parallel with what television as a medium is because end of the day medium is a medium whether it's digital or television because the consumer is the same the screen may be different right and uh you really want to address things like is is this medium really efficient is this really giving you the right price are you purely comparing it with the g rp's and the ct rp's of what other medium is giving now that that becomes another area so our digital market is really working and optimizing campaigns to the level to get a better efficiency or a better ROI now that's an area that we've very we've been very cautious about and we sort of really do a very close view on that a microscopic view secondly effectiveness is it you know is is what media you buy or the way you sort of reach out to your consumer is it effective is it impactful is it just giving you and addressing your number of leads or clicks or your views or is it also creating an impact right clearly there's there is a challenge in our digital ecosystem with world gardens with the two awfully sitting and you know these guys they don't really talk to each other that may remain and you know big challenge for us in this industry but the need of the hour is single currency you really need to view them all with a single lens uh i don't want to go on the on the direction of tv side but clearly unified to touch upon things like there is a buck with sort of it's a single view currency if that was made available more on digitally you know the base stage or the leakage would have been much much minimal today when you plan on a frequency or on google at an x and a facebook at the y if you you know combine them together you probably would have an effective right frequency to reach out to that same consumer so i think these are some of the nuts and bolts that we sort of deal with to make sure that there is efficiencies and effectiveness to every media that we sort of you know market and and get the plans aligned what have you seen during this covid is uh the data points that really hit us whether increase in the viewership on otts or youtube or searches you know category searches or maybe certain traffic uh an interest level journal coming out of facebook you sort of tried capturing these uh you know audiences or these research data insights and smartly trying to utilize them to make sure that you know we bring in those sort of efficiencies and effectiveness for our brands and uh last but not least obviously i think that may lead to a next question but i'm just going to touch upon it which is you know digitalizer nature of the business it is well still be seen as a bit of a black hole because there is a viewability issue and there is a ad for which needs to obviously mitigate the invalid traffic or you know the completion views and all that stuff i mean these are three broad areas which i would say we've been dealing with during this period and trying to get something out of it more positive for advertisers we've seen a far better ROI using these tools yeah ron that's right i was trying to unmute on the uh the small thumbnail of my image and it doesn't do that sorry about that um wow that was an intense journey uh in the last five minutes and thank you for that thank you for all the three speakers we've we've got to get to uh but tom next um but this is really powerful uh at least from my perspective and i hope for the audience perspective that you were using this time all three of you were using this time to get better at what you've been doing you didn't take a time out you didn't get distracted by what was happening around you didn't lose your energy you you you just did more of what you were doing and you got better at doing it so so thank you for those insights um good tom i'm sorry to keep you waiting please um you're up next i hope you're ready yeah thanks ron um hey good afternoon everyone i'm gautam um just to introduce myself i'm a vp technology at performance which is part of publicist's group uh i'm here with performance for about last four years um i also lead the own media team practice which includes a great set of people from take and creative background um and it's a great great pleasure to work with the team that i have um and i extremely honored to be part of such a steam panel and thanks exchange for media and um infiltrate teams for their platform for the platform and the opportunity to share my views so um the the main point uh the realization that um me as well as everyone has realized in the marketing space is they have to accelerate to digital um the organizations have to advance their digital transformation or econ plans uh by a certain amount so in actually in some cases at least by a few years what they were planning to go by 2025 they are they have to do it right now right here right now kind of thing right just to give an example uh so basically uh one of my client uh is uh is in healthcare business uh basically they have a chain of hospitals operating out of multiple cities and after this lockdown um effectively uh they they're uh they had to comply with lockdown COVID-19 lockdown regulations uh the OPD's were kind of uh switched off and they had to uh the people had to reduce unnecessary visits to hospitals they had uh means our prime minister has uh clearly mentioned uh to people ask people to uh consult the doctors over the call instead of actually in person visit and it's a proper uh it's a proper uh a norm that needs to be following henceforth hence uh onwards right so uh the challenge for the that brand is like uh they had to comply with the COVID-19 they had to continue to provide essential services to people and uh then the fallback for those OPD's were kind of call centers but again the call centers were forced to operate at less than one third of their actual strength right so the even the call centers needs to be uh relieved of the sudden stress so basically uh we had to start up the online um uh video consultation uh system for the client in a less than a week kind of thing and effectively uh the the video consultation was always on the cards for the client and but it was supposed to go live by early next year or some kind of thing but they had to completely advance their plan and I believe most of the healthcare brands the hospitals they have started with the video consultation so that's just an example of a drastic pivot that every every organization has to undergo because of the COVID and effectively when my client is getting into pivot I have to also get into pivot right so to serve the client even we had to completely change our way of working or approach the client the main focus or the main observation that I have seen in my team is instead of people working in a team the collaboration and effective decision making lying with a single resource has been just amazing so I have seen people who standing up and working and taking their decisions and managing the clients so basically uh earlier the client interactions were used to happen at the client servicing person and the marketing people from the client's end right now what I've seen is most of my team members they directly talk to the their counterpart so it's not just between a client servicing and the marketing interaction we have seen interaction between the technology the developer and IT team at the client's place we have seen the conversations between a marketing person and a creative person we have seen conversations between the clients of the vendors and us directly so basically the hosting partners of the client they're the vendors who are serving the client on different capacities we are also interacting with those direct people directly so that that's the one of the biggest change that I can see in the way we work the way we interact with the organizations the clients I think that that's just the biggest change that I've seen in my team and effectively right now I'll just say it's a very season effectively the post COVID lockdown situation we are in a reboot stage right so just like a computer or mobile device a quick reboot is required and it's it's highly desired by everyone right so if one misses a signal from the consumer it is not just an opportunity lost but so a missed chance to make a lasting impression and loyalty from the audience the audience can be a prospect happy or unhappy customer that is either your customer or your competitor's customer so open or closed at instance as policy makers really just about anyone and I think the marketing technology is the precise thing that will help the organizations in catching that signal and acting on it effectively when you say marketing technology it's effectively it's evolving it's maturing we can see that it can help the organizations in many aspects right from the most basic lead conversion to complex ones like managing multi-dimensional complex ones multi-dimensional relationships through omni-channel strategy effectively technology then just an enabler it enables vision strategy creative creativity to execute across multiple channels one cannot just throw technology at the problem and expect it to solve on its own the other key components like data analytics marketing strategy agile execution and the talent that is the right people at the right places doing right things they have to work along with the technology to make it work so effectively to solve the problem they all these things all these building blocks come together they need to come together to work in tandem and resolve the issue for the client and I think that that's the mantra for the post-covid situation that's how we can effectively reboot quickly and get the attention of the clients audience and everyone okay that's a powerful story and it's a situation where failure was not an option you had human lives on the line that you had to help assist through this online system that you set up overnight in a week thanks for sharing that story I'm going to bring Lalit into the discussion now he's just joined us just in time we've gone through that the first question and you're up next but to give you some context we're seeing that from every point of view among all of the panelists together that during the last few months the agencies and the leadership have gotten closer to the client's organization work more closely together and have gotten closer in their focus on the customer as well which is really encouraging it's very inspiring and I think it's something that you will all carry into the period of time post a COVID so congratulations to all of you that's that's the setup for your five-minute answer to the same question how have you worked with your digital playbook to to embrace the change to embrace the challenges and to stay ahead of the curve but sorry guys to join uh late I had a client meeting uh we just got over so um you know first round you know just just to just to correct uh a statement you made right we were always very close to our clients we've always been working very closely with our clients and I think that's how as agencies we prospered right because if you can't work closely as partners to the client and take all the accolades as well as a bit match along with it then there's no no service business that can really survive but what's happened with COVID though is that you know the client's priorities have have have changed quite a bit right and suddenly everything that they do from a digital perspective or from a data and amatic perspective has become a very high priority right you know we've worked across client segments you know from BFSI to FMCG to you know to to retail and to all kinds of industries right and clearly one common thread that we've seen across is is this whole focus on saying you know how can I really get the best bang for my buck uh you know how can I use less marketing monies to really still meet my targets um and clearly that's been one key uh thread that we've very uh you know seen with clients um you know our target is a digital marketing uh and media would get in right clearly you're still talking about acquiring all kinds of customers and not necessarily the customers who are who are your most profitable customers right and one conversation that we've seen happening across clients is talking about customer level profitability and clearly saying that who within my customer base is is the most profitable customer for me and clearly what that does is if you start looking at from a profitability lens it starts changing every single way that you do marketing right we've always we're all familiar with the 80-20 rule where we said that 20 percent of our customers are 80 percent of the profits or 80 percent of the revenues but if you if you if you just apply a filter of revenue profits to that equation it becomes a 220 equation right which means 20 percent of the customer actually 200 percent of your profits which means the remaining 80 percent of the customer actually drive down your profitability now in times like these when uh you know you have lesser marketing monies but at the same time every company still wants to meet their profit numbers because you everybody's finding it difficult to meet revenue numbers this customer level profitability conversation has become the core of everything that is that that that companies are looking at and that is only possible um if you start uh looking at your whole uh data stack art uh at tech stack martech set all to really come together and build literally like a mat tech stack uh you know which orchestrates this entire journey which means not only are you trying to use uh martech or crm to really acquire to basically retain your current customers and grow them and cross sell and upsell to them but you're also trying to acquire newer customers by getting your ad tech to talk to martech uh and saying that can i only focus on those profitable customer segments uh through my advertisement uh or through my ad dollars uh so that i i only get those profitable customers uh into the funnel so when i have lesser monies would i rather focus on getting all kinds of customers or only the profitable customer segment and that's become the one key uh you know recommendation that we're taking across clients and we're seeing a lot of uh interest action on from a client perspective so one is to be able to look at customer level profitability and then trying to marry your ad tech ad tech and martech efforts to really put together uh this coercive uh you know orchestration of of customer engagement customer retention and even new customer acquisition um and and that's one key flavor that we've really taken across clients uh and literally creating a playbook around that okay that was excellent and wow you did all that in less than five minutes it seems um it's a good segue actually to the next and last question um in terms of time check we are a little bit stressed um we've got like 20 minutes um so let me ask you guys uh to try to answer the next question or as a headline um and uh the question again is um what technology what what additional tools do you need um as you look at this changing uh consumer behavior that's going to be with us it was accelerated by the the pandemic but the shift to to mobile um as the go-to device um throughout the the customer journey through the purchase funnel as well so um let's if you don't mind let's go in the same order that we started with Shikara i'll give you the the first chance at bat on that one yeah so um so Ron this also puts up a lot of stress before i answer that question there is no straight answer i i hope i have about two minutes to answer this uh there's no straight-off question to this uh in the sense that when you are looking at uh i was also looking at some of the interesting questions which have been posted by in the Q&A's panel uh some of them are saying that life is is it is it so myopic yeah there's a very very tongue-in-chick very interesting very intriguing questions i wish we had more time but i'll quickly jump to that uh what's the tools what are the kind of stuff that i require one of the biggest challenges that we face as marketers or as agencies is about the fact is to find time for ourselves we are living in a world where there is a constant uh pressure there's a higher freeze there's no headcounts being acquired new headcounts being acquired what do we do where do i find time when especially when the work has actually tripled uh people who are actually spending upwards of 10 hours are spending upwards of 15 to 15 hours and as prasad has rightly put everything is calendarized okay even then you you need to make that justification what do we do one of the things is we need to look at it internally within as marketers as clients and as agencies to transform our operational processes which is very critical because i have to may put a stop to productivity i think somewhere Lalith also spoke about the profitability bit which is equally important for us as service providers to ensure that we create some kind of a process for our digital transformation this when when i talk of it getting after all the iterative stuff to be automated and also make sure that we face the uh employee questions saying that their jobs are safe it's not going to happen that just you need to reskill properly so you need to first of all find time for yourself to make sure that you answer that entire question of changing uh consumer behavior with the changing consumer behavior what i mean is uh of course we've spoke our word we shall we shall also spoke about the fact that it's no longer linear it's it's a very funnel-based marketing uh everybody expects the ROI at the end of the hour at the immediate turn of the button okay and it was never so uh fair for digital marketers in any which way so it's very very critical that we create such design processes to make sure that we shorten the product life cycle like for for instance if a person is actually looking for a toothpaste online he doesn't essentially means that he's going to go through the entire funnel of oh this is a toothpaste and this is going to be an herbal toothpaste and these are the benefits that i'm going to get and this is where i'm going to purchase this is my uh you know longevity and it will also enable for the consumers or the client for that matter to calculate the entire lifetime it is life is not going to be so easy now like it's all very crunched so in order to make sure that we have three things here one is how do i make sure that i have uh i transform my operational processes make sure that i reduce my grant work automate those processes reduce my iterative stuff second bit is in terms of making sure that i create a design process for a faster collaboration to reduce the cycle in terms of my consumer life cycle so that a person looking for a product buys the product the call to action is very very critical there is no uh two-way approach to that and the third bit is third bit is of course everybody to themselves uh if i am uh i think prasad spoke about it briefly especially when you're work from home initial thing is when i go back one year back when you you if an employee does tell you that i'm going to work from home for one week you are quite skeptical now you are absolutely trust you have absolute trust about the fact that he is going to put it put his hundred percent yeah at least that has to be start point it cannot be the start point cannot be that what is he doing at home okay do i have to use those monitoring tools to see what is that how is he clocking his time sheet and all those stuff so these three critical things one is look into your internal process second is shorten your life cycle third is as individuals are getting back and this is going to be new normal as the cliche goes how do we make sure that you organize yourself and let individuals gets more empowered yeah thank you very clear very clear prasad you're up next yeah sure uh shekhar i could really uh one of the thing that you saw i said at the beginning with respect to time and trust and transform okay so my takeaway definitely is what what the tools that you require is time for sure uh talking about i think um around um there's no one tool okay i i i know it can sound to be very cliched one okay but there's no one tool uh from whichever model that you take from uh that aware to advocacy may be you know kotler's model or aida model or whichever model that you will take uh but consumer when uh and it's again cliched that all of us know that uh and even laly talked about no customer you know for the customer's customer no customer is same okay they are going to have a different uh you know uh uh clv um that we are talking about okay but uh in during that journey uh if really someone puts a gun on my head and say that what is it that you have to choose one okay then i would say give me something uh which can i which i can actually help to i know uh measure things because if you can measure something that you can improve it um major may be what it is you know what it is that like i'll go really crazy about measuring everything so that i can improve that but having said so a bit of generic one uh multiple things attic to martik to personalization to measurement to insights to everything but i will just go along with that journey of his see what is he doing and trying to use that tool okay may be attic martik martik or whatever it is okay but one tool something helped me to measure though so that i can improve you know sort of efficiency of that anything help me improve it by measuring it okay thank you excellent um now to the show please two minutes yeah thanks ron uh you know i'm gonna uh do a very narrow view on tools uh and precise from a marketing perspective clearly from a marketing perspective i don't think uh you know there are multiple tools that can really make you know you can't use multiple tools to make a huge difference you need to be very clear about what are the one or two final tools that you want to really use to make sure that you have a sharp audiences coming into your uh bottom of the funding now there's enough and more attic and martik that's already been spoken about but just picking on those two words if i just had to classify these two precise tools called as a dmp and a cdp right you know you get the the dmp to really co-hotize your audiences building your funnel top of the line or middle of the funnel and then once it becomes your customer really use your cdp to really re-engage a lot more better with that customer that effectively would give you a far far better r y i'm not looking at more media but you know once you reach the customer how is it that you're going to you know make sure that your return is much higher and these i think are very powerful tools well said well said uh gatham you're next uh i'll i'll go a bit generic uh on this uh instead of just a tool so basically the as a leader the best tool that i have are my resources my my people right so at the end of the day uh it takes balls all balls down to the people who are working with me and and it has come to a uh it has highlighted these last few you months few days uh completely highlighted the fact that uh uh nothing can be a good resource or a good person who can handle a client who can uh do his job who can co collaborate well with his colleagues so obviously uh the thing that i or the tool that i would want to do uh want to have in my hand is a good collaboration that will empower my uh people my my team to serve the client so basically uh i've seen uh my team who have uh who has always been uh have been a good good performers but in these uh last few months the people who have been a good performer have been a bright star in the entire things i've i've met people who have completely taken over a complete project on their own they did the coordination with the team around them they coordinated with the client's team and the vendors of the plan so obviously yes the tool that you require is obviously the resources and the talent effectively and anything that can empower this talent to serve their uh to help them in their mission in their work that that's the one i'll take i think you're highlighting the complexity that that doesn't it doesn't get easier it just gets more complex i appreciate that thank you um probably your last but not least if you don't mind thank you and you know from me actually uh you know i would i ideally look at it from a very different lens right what the pandemic has done for us uh at this stage is basically uh change the way businesses work change the way customers expectations uh you know from the business uh it and i think the core question or the core tool that i really like my clients to take and something that again you know we've been working with clients is is the definition of customer centricity and i think if you start really looking at what does your business really mean for the customer and what can you and your business do for the customers in a time like this and how do you really re think of the customer centricity for the business i think that's one of the most critical important tools for the business right if i've been a retailer who's got offline stores uh suddenly i my offline stores can't operate um how do i give value to customers who are now so used to buying online uh they're they're buying from the amazon's the flip cards of the world so why should they buy from me so what is the definition of customer centricity and why should customer and buy from me uh you know if if you're an electronics company right similar definitions right uh you know why should the customer buy my product versus some other product and i think that definition and what am i what what am i doing for them uh you know especially in a time like this uh and is different right the rules of engagement have changed and i think these behavioral changes are not just for short term these are behavioral changes that will continue to be for long term so i think it's time for organizations to go back to think about customer centricity and saying what is my business mean for the customer and what should i deliver to them and how should i deliver to them um and re looking at that uh and re thinking about that i think is one of the most critical things because that will define everything else whether it's a data platform whether it's a mark tag whether it's you know ad tag whether it's you know performance marketing whatever else right those are all enablers and those are easy to plug in but i think key is that what does it mean to be customer centric how do i deliver and engage with my customer is possibly the most critical tool for companies to think because this is not a short term uh event it's something that has changed the way businesses are doing businesses forever and it's the right time for you to think what am i for the for my customer and how do i engage and talk to my customer all right i'm so glad that you brought this point up this is one of the most important profound points that an agent agency can address and it's not easy it's it's but you've you've defined it in such an elegant way i really appreciate what you've done there and it's also something that we need to think deeply about to reactivate our economies not only in india but everywhere in the world so so thank you that's a big contribution to this this webinar um it's been a great workout today uh and i want to thank every one of the panelists for the great commentary the great insights the the thoughts um it's all valuable and and i apologize that if you felt that we had to rush through this um but you were crystal clear each and every one of you and and valuable we've got five minutes we've got some questions that have been asked from the audience i'm going to ask the organizers of this webinar if they want to field any of those questions yeah yeah please you can go ahead and ask it wrong i mean we have five minutes okay so um now i feel like i'm i'm gonna be editing uh and um okay so this is this is to la lead it says um i gotta scroll down to get the whole car okay la lead is right that's why customer clarity on what they want to convey do for customers and how do we engage i don't know if that's a question or just a confirmation of your genius i think it's a confirmation of your genius let's i'm intrigued by this other question um life didn't start in march with covet and how true that is i do realize the whole hog i think i've got that right change in in every respective my question to preside okay preside get ready is why are we so myopic are you i don't think we're so myopic but that's just my my bias um is this the end of life maybe the end of life as we know it maybe it's going to change i'm not going to answer for you this time two shall pass and be i guess just this letter b it doesn't say be or whatever preside what you you're being the the philosopher scholar for this panel today i've just appointed you that um how do you answer this question no i i don't know how to answer it but definitely uh it is uh it is definitely not the end of life for sure i think there is as i was saying also there are a lot of good things which have happened and today morning i was talking to someone and i really said is that the whole narrative that we have um in terms of every day morning that we get up and see a lot of negative things in our life and the news or a whatsapp or all sort of stuff i think there are i'm quite sure we can build those two positives in and around that and then probably if you add all that then there's a lot of positivity i don't think every every person every client every person that i have come across probably they have definitely learned a lot out of uh the situations um so i mean i think it was more of a uh rumination i would say that question but not a question as such someone wanted to reconfirm uh that i know there are more to life yes there is more to life uh yes we have evolved yes things will be good yes everything will be fine one year down the line probably all of us will be looking back and saying that you know that time we really spend a good amount of time with family uh you know did a lot of stuff probably we wanted to do in life uh you know change our businesses everything so it was more of a rumination it was not a question i suppose spoken like a true scholar sorry uh rah are you are you shutting us down now are you are you just no no no i just want to just comment that there's another question that i have got from facebook i it's this is for everyone and everyone can answer this okay good go far in the current situation what's your advice for lifestyle brands anyone can take this question anyone except me it's uh i i don't know it's see i wish i had a crystal ball there and look into future but um i think um as i was saying at the beginning the non-essential has really the basket has really grown there but at the same time how human beings uh behave could be very different i would say stay there see what things are changing um don't don't think that this is the end of it this is how people will behave you never know one month down the line things could be very very different you know the herd immunity will set in a peak will be going over everything will happen so this is too early just i would say one of the thing is that stay there keep watching what your consumer is doing keep listening to them keep doing things good for them that's what i would say i don't have a crystal ball on that definitely not i i think that's a very good place to to wrap things up today um personally it's been a great privilege to work with each of you um it's been exciting i've learned a great deal i have to say i thought i knew pretty much but i've learned quite a lot on this one hour session so thank you for that um and i hope we can do this again i hope we can make this into a series i think there's so much value you bring to your clients but also to the society that we we live in and and how we have to move forward together so thank you again thanks to the organizers as well and infiltrate the sponsor thank you anyway thank you thank you everyone thank you stay safe bye bye thank you so much