The shift to digital has transformed the way people do business, and the old linear way of marketing concepts is gone now, D. Shivakumar, Pepsico India chairman and CEO, said.
“If you are not geared up for the digital world, it will hurt your margins, market share and brand equity,” he said, speaking at a session — Relearning Marketing: Creating Brands, Digitally — at the first regional management conclave organised by the All India Management Association and Madras Management Association.
Santosh Desai, managing director and CEO, Future Brands Ltd., noted that social media has helped a lot of individuals create their own market and audience.
Mr. S K. Swamy, chairman and managing director of RK Swamy BBDO, pointed out how firms like IKEA and Nike have used digital marketing strategies and derived huge benefits.
Speaking at the inaugural, Prathap C. Reddy, founder and chairman of Apollo Hospitals, recalled how IT has been the backbone of the development of the hospital chain.
