• considers a wider and more inclusive definition of marketing
• Willing to experiment
• Work with new forms of technologies and innovations that are available to companies of all sizes with varying degrees of resources

A perfect example of the first two would be the Google Doodle. You might have seen the Google logo sporting a different look on special days - for instance the Earth Day or even Diwali. It is not classic marketing and yet makes people connect strongly with the brand. People look forward to the doodle creating greater affinity for the brand. But yes, as a company you should be willing to experiment. In this case Google is experimenting with its logo and yo udon;t find too many companies doing that.

An ability to embrace new forms of technologies is important as well. An interesting example of this is a video on YouTube put up by a cab driver in Varanasi named Devesh Misra, urging global travelers to try his service when in India. Here's a guy who perhaps does not know the meaning of Marketing but is using the latest technology to reach out to a global audience. Till date his video has been seen by 22000 audience worldwide. Imagine how powerful a role technology can play for even those who are challenged with resources. Web is a great leveler.

2. What are some of the marketing tools that you think are      low-cost but highly effective?

In terms of ROI Search Engine Marketing continues to lead the PFL (Purest Form of Lead) quotient. It is one of the few mediums that positions your marketing message as a response to a customer query and hence is highly effective. Experiments also show that brands that appear on top a page in a Search Engine are perceived as leaders in their respective categories by the consumers. So besides being an excellent lead generation medium, Search works well for your brand positioning as well.

Besides Search Engine, Social Media Marketing is another tool being discussed quite keenly by marketers and rightly so. It is a great way to build a deeper engagement with your customers but marketers need to be patient while using this medium and have the right expectations. Being present in a Social Medium such as a Social Networking site for instance, in the right context is definitely a great marketing tool. However it is important to understand what you want to achieve from your campaign and have the message tailored accordingly.


3. What advice would you give marketers handling a challenger      brand?

Marketers handling a challenger brand are best advised not to try to take on the leader purely in terms of scale instead look for niches left open by the leader. One of our clients in the global calling card service for instance discovered that Indian students who go to the UK or US for higher studies often realize that food is expensive and attempt cooking for the first time. They often turn to Google for help for recipes. This company put up its ad against search terms such as 'daal fry recipe' etc with the message 'Missing mom's cooking? Call her with XYZ service' and the campaign performed exceedingly well.


4. Looking back, which is the marketing innovation you are most      proud of?

A campaign titled '48 hours' at IBM stands out for its sheer simplicity and impact on the brand as well as bottomline. The general customer perception was that IBM server's take a lot of time to deliver and the entire order- delivery cycle is extremely process centric. This perception also had an adverse impact on the overall brand image of IBM. In consultation with the Sales team the marketing team came up with a simple yet powerful proposition. For a limited period IBM servers would be available within 48 hours of booking the order (In the server industry this is not usual). The entire proposition was backed with a highly targeted 360 degree marketing campaign on the web, outdoor, print & radio. This also required working on the logistics along with IBM's business partners to ensure we deliver on this promise. The campaign required integration across Sales, Marketing, Operations and Reseller Channel. The result was not only a huge impact on the sale of the servers during but also the perception shift that it catalysed with the customer perceiving the brand as nimble and efficient (brand virtues that are extremely relevant in the context of a server).


5. What is the one marketing secret you wish someone had told      you when you started your career?

When I started my career nobody could have predicted the impact Internet would have in the world of marketing. Sometimes it is hard for traditional marketer to really grasp the kind of flexibility, reach, effectiveness this medium offers regardless of your objectives wich could range from lead generation to brand favorability. I wish today's marketing leaders had an early insight into the power of Internet and we could be using this medium much more aggressively than we are doing today.