siliconindia | | March 20189It's not the budget that matters anymore; it's the innovation, creativity, speed and amplification of the idea that cuts through the clutter today!an analytical technical mind to embrac-ing their creative side. The statistical consumer patterns identified online by the Digital staff can translate into bril-liant niche ideas that can in turn convert into out-of-the-box marketing strategies and campaigns. They must accept the fact that technology by itself is not the perfect answer. However the analysis of big data combined with gut feel and creativity can create magical campaigns that can generate the `WOW' factor. To spawn value, Digital teams need to change their mindsets, stop talking tech-nology and commence offering creative out-of-the-box solutions that can ride the tech-wave to improve company im-age and bottom-lines.While bridging the digital divide is easier for the SMEs and young compa-nies, it's the old hierarchical giant cor-porations that are struggling to let go of the old style of working. As younger companies and forward-thinking mar-keters nimbly hasten the digital transfor-mation, businesses that are too big and slow to evolve or just too afraid to take risks will stumble and be left behind. Even as many companies struggle with comprehending and embracing the digi-tal makeover, the real power struggle is whether the Chief Information Officer or Chief Marketing Officer should be spearheading the revolution. The bigger the company, the greater the stakes and the more fierce this battle. As more and more tech-savvy mil-lennial enter the workforce, there is pressure on the old staff to upgrade their skills or be phased out. Companies need to balance out this equation well, as an effective organization is one that has a great mix of millennias and a good ra-tio of experienced staff who have learnt through trials, pitfalls and tribulations. It's important to upgrade skills, as the older experienced staff move from tra-ditional marketing roles to holistic (tra-ditional + digital) marketing roles and capture audiences who are simultane-ously moving from traditional to digital consumption patterns. As the winds of change pick up great-er pace, companies are struggling in their recruitment process to locate candidates who bring in a strong mix of competen-cies spanning communication and cre-ative skills, analytical, strategic, curious and self-motivated minds, an attention to detail and an agility to adapt and re-spond to change. Training them through a mix of internal and external resources and submerging them in marketing tech-nology, strategy and creativity will be vital for success. Necessity will see the rise of a new breed of `Marketing Tech-nologists' who will design scalable mar-keting technology models that will adapt rapidly as new solutions and prospects emerge, and as consumer interests, incli-nations and behaviour patterns evolve. Effective marketing communication of the future will seamlessly blend R&D, innovation, intuition, flair, creativity, en-gagement, data and technology to create powerful, relevant, holistic and memora-ble marketing campaigns. Yes, great challenges lie ahead, but we are living in an era where anything is possible! Sangeeta Chacko
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