Innovation In The DNA

On digital media’s ability to increase reach…

In the last two years, we have seen several trends accelerate and now many of them continue to impact the way brands are engaging with consumers. We can already see the increase in the use of data. At one point in time, this was restricted. The emergence of digital media per se has been a significant growth driver. The kind of reach it can create could not have been imagined earlier. The most important thing is the change in consumer behaviour and the pace at which it is changing. For example, there is a significant increase in video consumption data or even online shopping, all of which will continue to grow. 

On the role of artificial intelligence and machine learning…

The likes of artificial intelligence (AI) and machine learning while being around for the last few years, are still emerging fields that help us optimise. Many platforms are deploying AI in interesting ways these days. Directors Mix by Google is one example. AI has a key role in contextualisation communication and optimising the return on investment (ROI).

On the need to balance legacy with ‘modern’…

Modern marketing needs to balance traditional with digital. Digital has grown over the years and helps in getting the ROI, data and numbers, but traditional also has its benefits. You need to hit these at different touchpoints as the use of similar media after a point becomes a blind spot. Consumer perception is also at work here. People tend to believe more in traditional ads. The impression is that TV ads are of more established brands than digital ads. There are different phycological takeaways. Traditional is a must, but its ratio in the mix can be decided as per the objectives.

On some of the plans ahead…

Motorola has a history of innovation. We are a 93-year-old brand now. The first ones to launch a smartphone, foldable phones, developing a 5G phone. So, innovation is in our DNA. We have just launched two new products in the premium portfolio. And we have launched the world’s first 200 megapixels camera phone. This is something which is not there even in high-end cameras. We have the product in retail and online as well. The ultimate aim of the brand is to reach out to the maximum number of consumers.