Adobe Digital Dialogue

March 31, 2017 /Digital Marketing /

India is more than ready to be an Experience Economy!

The world around us is on board a dig­i­tal trans­for­ma­tion jour­ney. India is well placed to cap­i­talise on this trans­for­ma­tion — our soft­ware devel­op­ers stand with the world’s best, our con­sumers are tech savvy and our brands are gear­ing up to deliv­er pow­er­ful cus­tomer expe­ri­ences.

Con­sumers want the busi­ness they deal with, and buy from, to treat them as indi­vid­u­als. Busi­ness­es need to use the data cre­at­ed by each con­sumer inter­ac­tion to ful­fill this desire. The key for busi­ness­es is know­ing what data is impor­tant, and how to use it. We need to drill down into con­sumers’ real-time jour­neys. We need to show them we are Expe­ri­ence Busi­ness­es – that we put peo­ple first.

In 2017, I believe we will see the biggest brands in India bring cus­tomer expe­ri­ence to the cen­ter of every­thing they do, and har­ness the pow­er of dig­i­tal trans­for­ma­tion to dif­fer­en­ti­ate them­selves – to become Expe­ri­ence Busi­ness­es.

Dig­i­tal Trans­for­ma­tion
India is no stranger to tech­nol­o­gy. From Ban­ga­lore to Sil­i­con Val­ley, our soft­ware devel­op­ers stand with the world’s best, so let’s just say that India has its fair share of tech geeks.

India’s rapid­ly expand­ing mobile and inter­net uptake is set­ting new inter­na­tion­al bench­marks. Inter­net traf­fic via smart­phones increased by 290 per cent in the three years to Jan­u­ary 2017, deliv­er­ing 268.9 mil­lion new con­sumers to the inter­net, the lat­est Adobe Dig­i­tal Insights (ADI) mobile report found. ADI fore­casts that smart­phones will account for 46 per cent of all Indi­an inter­net usage by 2018, up from 34 per cent in 2014.

India is under­go­ing a dig­i­tal trans­for­ma­tion. The gov­ern­ment has spear­head­ed this tran­si­tion. Its push to cre­ate nation­al dig­i­tal infra­struc­ture for gov­ern­ment ser­vices through its Dig­i­tal India pro­gram, togeth­er with last year’s demoni­ti­sa­tion dri­ve, have been major dri­vers of dig­i­tal con­sumer uptake.

Many Indi­an com­pa­nies and busi­ness lead­ers, even those with a record of embrac­ing enter­prise tech­nol­o­gy, want to see where the val­ue lies in trans­form­ing their busi­ness­es into dig­i­tal organ­i­sa­tions, which is under­stand­able. There’s a rea­son why we talk about the dig­i­tal ‘trans­for­ma­tion’ – it requires a new organ­i­sa­tion­al cul­ture, new lead­er­ship and man­age­ment mind­sets, new skills and com­pe­ten­cies, and in some cas­es new busi­ness mod­els. That’s a lot of new.

The impe­tus to make this all hap­pen has been placed square­ly on the shoul­ders of mar­keters. Mar­keters are no longer periph­er­al to busi­ness. Mar­ket­ing is no longer about pret­ty pic­tures and long-wind­ed reports, it is based on deep data analy­sis.

The com­ing year will see a renewed thrust on user expe­ri­ence and the empha­sis on mak­ing it more con­sis­tent, com­pelling and rel­e­vant. This means, mar­keters need to lit­er­al­ly expe­ri­ence their brand from the customer’s per­spec­tive, and deliv­er a com­pelling expe­ri­ence across the var­i­ous touch points of the cus­tomer jour­ney.

In the dig­i­tal age, how com­pa­nies mar­ket their brands will deter­mine their suc­cess or fail­ure. Mar­keters are swim­ming in a vast sea of cus­tomer data – you need to have both an intu­itive sense of how the cur­rents are run­ning, as well as a deep tech­ni­cal knowl­edge of where and how the tide is ris­ing and falling.

It is this com­bi­na­tion of empa­thy and analy­sis that turns a good mar­keter into a great mar­keter. It is also the rea­son why great mar­keters wind up get­ting involved at every cus­tomer touch point.

Great mar­keters don’t make mes­sages any­more, they make Expe­ri­ences. Great mar­keters are the heart­beat of Expe­ri­ence Busi­ness­es. They have a deep under­stand­ing of their customer’s jour­ney, and are man­ag­ing the Expe­ri­ence across every touch point. They are speak­ing to cus­tomers in their own lan­guage, deploy­ing tai­lored mes­sag­ing across all devices and plat­forms they inhab­it.

Dri­ving dig­i­tal trans­for­ma­tion
As I wrote recent­ly in this space, com­pet­i­tive advan­tage will be the biggest dri­ver of brands’ dig­i­tal trans­for­ma­tions, and cus­tomer expe­ri­ence will lie at the core of it all.

India’s econ­o­my is vast and diverse and digi­ti­sa­tion is not going to be a lin­ear or uni­form process. There’s no one-size-fits-all approach. It’s impor­tant to under­stand, and respect, the pace at which these organ­i­sa­tions move. Some are quick to adopt new tech­nol­o­gy, oth­ers are more intro­vert­ed or cau­tious. Com­pa­nies that in the past have invest­ed heav­i­ly in hard­ware and data cen­tres want to bet­ter under­stand what the cloud or digi­ti­sa­tion means for their busi­ness. Yes, the nee­dle is mov­ing, but it’s a work in progress.

As busi­ness­es come to appre­ci­ate the true val­ue of dig­i­tal tech­nol­o­gy, they will find that the ear­ly ben­e­fits are just the begin­ning. That will be when a whole new jour­ney starts.

Join us on 4th May at Grand Hyatt Mum­bai where busi­ness lead­ers, mar­ket­ing pro­fes­sion­als and tech experts will come togeth­er at Adobe Sym­po­sium 2017 to dis­cov­er how any busi­ness can become an Expe­ri­ence Busi­ness with the right cre­ative and mar­ket­ing tools.

Reg­is­ter today!

Digital Marketing

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  • By Manu - 8:54 PM on April 2, 2017   Reply

    290% increase in inter­net traf­fic through smart­phones is a very encour­ag­ing num­ber. Thanks for shar­ing your insights, chief!

  • By vinod - 2:53 AM on April 8, 2017   Reply

    NICE KEEP WRITING

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