Atul Jayawant, Group Executive President, Group IT & Group CIO, Aditya Birla Group , spoke about ‘The ABC (Amazing, Brave and Confusing) of digital driven innovation: Reimagine & reinventing marketing for the new world.’

Jayawant underlined that consumers today have new needs and businesses need to re-imagine their approach to target them.

“Transformation means that we re-imagine our business for consumers. Digital at the core allows this transformation. The crux of the matter is that you have to re-imagine marketing and you have to forget who you are,” he said.

Speaking about the key components of this transformation, Jayawant said, “When we talk about digital transformation, what are the key things that need to be considered?  Is mobile the centerpiece of your strategy? Is internet integral to your business strategy? And third is data. The problem is that we look at these things in a very disjointed manner and that will not work. We have to take a holistic approach to make this transformation possible.”

Highlighting the fact that the world of consumers is witnessing constant change and is averse to advertising, Jayawant said reinventing our marketing approach is the only way to address this shift.

“Digital is about joining the dots. Though advertising spends are going up, what about the engagement? We need to take a critical and honest look at that aspect. Also, the world is changing constantly and we have to adapt to this situation. It is time to re-imagine our business to make it relevant