Day 2 - Digital Summit 2006.
Afternoon Sessions - Why Search is Hot, Impact of the Echo Generation.
Search Session - Some mention of blogs and tags. I missed the start of the
sessions but got in when Rishi Behl, head of search, Yahoo! India was talking. He spoke
of Yahoo! Answers and Yahoo's My Web that has built tags into search. They look interesting, will explore them later.
Ashutosh Srivastava - group M, CEO, South Asia - The Long-Term Market: Impact of the Echo Generation
He talks about 15-25 year olds. online
transactions is small compared to markets like Hongking and Taiwan -
but it is growing. Dream birthday gifts - mobile phones and
laptop computers. In China, a study revealed that all in the age
group of 15-25 are mobile savvy, and a lot of them are moblogging as
well. When asked about buying behaviour, almost half had tried
out some transaction through mobile. The American teenager is
online too, but they are also simultaneously listening to music,
reading, chatting on the phone, watching TV - so implications on how to
market to those who multi-task.
Two-three broad trends --- looking for affinity groups, collective
mindset, mass customizaton and expression. They are also highly
networked - it is reflected in why people use networking groups,
communities, blogs. They are also interconnected, and therefore
influenced by what happens within these communities.
So there is potential for peer targetting ... its not easy
though. Who is Superman ? There may be several, in their
fields of expertise or interest. Networks can turn against you,
as the Dr. Peppers' Raging Cow controversy. They are growing up
in a different world, so we need to understand them. They are
connected 'live' everywhere in the world, in your pocket.
Miniaturization and portability are important for them. They are
in control and determine what they want to consume. The challenge
for marketers is to navigate them to what is 'hot' and what is niche -
and drive them to their interest.
Online retailing is social, it is ritualistic, it is obsessive, it is
decadent, it is manipulative, it is impulsive, it is everywhere (that's
where mobile and wireless will help us). Shopping will not change
- it will mutate.
Q&A - what do you think about mobile marketing? A - it
could be spam, but if you want to be successful with them you have to
draw them in and give them something of value in return. You also
need their permission.
(an aside - i was Googling Ashutosh to find a link and discovered Tagit!)
Digital Summit 2006 Mumbai
4:32:22 PM 
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