I think the organization just said we, you know, think digitally and work digitally, be in a global world.
Three takeaways worth carrying forward.
- 01
Whether it is in marketing, whether it's in communications, and that's key.
- 02
And in India particularly, I think the rise of regional and the importance of region is going to become, you know, become key and a critical way to get to our target audience if we have regional audience, which we will.
- 03
The other thing I think we are worried about and we need to figure out how to go around it or work with it or what to do is fake news because fake news can be very, very damaging.
Connected to the DMAasia operating frame.
Proof
This episode connects brand purpose to credible evidence, leadership archives and field-tested marketing practice.
Access
This episode connects brand purpose to routes into communities, councils, juries and senior conversations.
Ascent
This episode connects brand purpose to learning, recognition and the next generation of marketing leadership.
AdChoices / DAA
This episode connects brand purpose to privacy-first marketing, consumer trust and responsible data use.
Unfinished Business
This episode connects brand purpose to open industry problems that still need senior participation.
Durable lessons from the record.
- Start with the consumer problem, not the channel.
- Treat digital transformation as a behaviour change, not a software purchase.
- Measure effectiveness without losing the brand story.
If brand purpose is now table stakes, what will make the brand genuinely harder to ignore?
Take it into Unfinished Business →READABLE TRANSCRIPT674 words
Go for a run with the dogs, read a book, binge watch on Netflix. What are the four top trends in the communication industry you can share with us today, specifically for 2019? Reputation is going to be very, very key because you're all online, you're in your face, you're everywhere and everybody has a smartphone today. The other thing I think we are worried about and we need to figure out how to go around it or work with it or what to do is fake news because fake news can be very, very damaging. And that's one thing. I think these are the two key ones.
And in India particularly, I think the rise of regional and the importance of region is going to become, you know, become key and a critical way to get to our target audience if we have regional audience, which we will. So as our markets, you know, that's how we can reach the target audience and our customers. Fourth one is integration. I mean, that's been there. Yes. But it's going to be tighter and closer and constantly not just know technology, know how to use technology the right way to get the benefits. Right.
From an industry perspective, how does technology today, what is the impact it has? And how does it actually lead to significant increase in ROI? Is it being leveraged correctly? That's, you know, the point you're also trying to make. Okay. So here, you know, this is, I go back to my first job, which was in technology. And what we had to do was to make people understand with this technology, this is what your benefit is. Right. And I still haven't gone away from that. So you can give me as many dashboards as you want.
You can give me as many technology as you can confuse me, whatever the way you want to. But I only want to know how many people did we reach? How many conversions did we have? And what is the ROI? Whether it is in marketing, whether it's in communications, and that's key. So we need to harness technology to get where we want to get. Right. And there's a way to a means, it's a platform. Right. And we need to use it as a platform. Women representation at management levels has improved from before, but it's not as great as it should be.
So what are the things organizations can do to, you know, make this better? Simple thing. For two CVs you get, get two CVs of women. Choose the best. Just simple things. And I think women also, we need to be more aspiring. We need to be not aggressive, but assertive. Right. You know, and, you know, just walk the talk, deliver. That's it. So today, while everything's changing around, how do you make sure your organization is future ready? I think the organization just said we, you know, think digitally and work digitally, be in a global world.
So that's what we do. Right. Do you find that a challenge and a struggle because something, you know, everything's changing all the time and, you know, people may or may not be changing. So like we spoke of internal and external today, is that a struggle that you grapple with as well? As Gandhi also said, be the change you want to be. There's a difficult and yet simple. Yes. Yes. And change is not an easy thing to happen. You know, it doesn't happen easily, but you've got to work at it. How do you unwind? Go for a run with the dogs. Read a book.
Binge watch on Netflix. Well, I do this every weekend. My husband and I just go, just the two of us go for a coffee and a chat. Just talk. Put all the gadgets away. That's nice too.