Ms. Anisha Motwani is the Director and Chief Marketing Officer (C.M.O) of Max New York Life insurance. She has over two decades of experience across diverse industries and has authored more than 50 articles on 'brands and business of consumers' for leading newspapers and magazines.
She had an engaging session with the students on various facets of new age marketing. She introduced traditional forms of marketing like print, radio, television, OOH, augmented reality etc. and then focused on how each of these can be leveraged to boost marketing and promotions in present day context. Even with the proliferation of social media, Television as a media is still relevant. She highlighted the importance of media optimizer tool in deciding composition of marketing channels and associated budgets, but cautioned the young marketers that despite being heavily quantitative, Marketing is more of an art than a science.
Ms. Anisha then moved on to the new age marketing tools like social media, mobile, PDAs, e-commerce based platforms etc. She emphasized the need to create a proper “digital diet” among all such tools with a single aim to provide authentic information to end customers. Integration, alignment and scaling up were highlighted as the main challenges in new age marketing. She summarized her talk with few examples of new age marketing used in promotions like MTV tweets for Nano driving campaign during their prime time shows and a real case study of how she designed marketing campaign of Max New York Life’s new product around new age media like Facebook and online communities that finally resulting in increasing sales by over 15 percentage.
The main take away for the class - In new age marketing what that matters is a well designed Social Business strategy.
- Nikhil Bhargava
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