Disruption = Marketing + Technology

Marketing + Technology intersection will be the breeding ground of disruption in 2018. As per a study by Hansa Cequity/ET, the priorities of marketing men are clearly shifting from plain story telling to a larger play of #technology aiding #marketing mechanics & decision making.

The dominant directions as per study are - #Martech investments and #Customer journey Mapping. The tons of data (POS + Social + web analytics + text/voice search + location behaviour) is going to pave the way for the next disruption.

Brand custodians of today need to define segments basis a lot more dimensions. A consumer today is leaving a behaviour trail everywhere - 1. where he goes and at what time (#geo+#time targeting)
2. What he watches/reads at what time (#search/on-demand #content (youtube/netflix)
3 Where and how much and how #frequent he #spends (offline payment details/online cookies)
4 what he buys and across what all #categories (POS data + aggregater payment info (wallet usage))
5 what are his #habits (search + app download history)

Eg, #Ola/#Uber knows everyday which all places i visit and can predict. They can give me food/shopping deals in my destinations?

A #runkeeper can offer me shoes replacement deal basis my km done on app.

An #airtel TV can send me hourly #dominos pizza offers basis my binge watch/recording habits.

A #paytm can sell me a yearly subscription deal with cashbacks basis my recharge frequency on mobile.

A #looks salon can send me hair treatment offers just when i need one basis my history..

An FMCG brand can marry search data + POS data to predict purchase trends and push sweeteners accordingly.

A siri or alexa searches database can tell you a great deal about what drives a family conversation...much more than psychographics estimation in classical marketing..

Future from a speilberg movie is here.

#technology #marketing

Xiaomi - Marching from pockets to rooms

From small screen to large screens, from pockets to rooms.

The battle to woo the masses with super specs at affordable prices has shifted from mobiles to TVs. Chinese players are all on with #Xiaomi leading the battle after being labled as No 1 #smartphone brand.

The koreans, be it #Samsung or #LG are more alert on this turf, dropping prices to hold one. Xiaomi is calling it the '#jio' disruption they want to do in TV space, can they?

Here is the landscape. 22,000 cr TV market. Mostly bought #offline. #Replacement frequncy much lower than a mobile. #Aftersales service a key cog. #Status symbol category more than a mobile. #Specs matter the most (Smart, light, big screen..); the old line hold the most - "Bada hai toh behtar hai".

All that jazz means, 1. its a massive game of #distribution as online TV buying would be lesser compared to phones. 2. The #ritual matters as in u go and checkout the TV in store before u finalise. 3. #Aftersales service can be a pain. 4. #Brandawareness with positive ego attributes matter! (Onida's punchline)

Thats where koreans score vs new entrants. But indian '#value' heritage of good brand at affordable prices with a sweetner for distribution might just what the doctor ordered!

#marketing #tech #disruption #consumer