Paul Writer launches New Age Marketing , 
Video interview series of CXO’s highlighting best practices
Gautam Datta
CEO
PVR Ltd.
On advertising as an omni-channel experience. What are some of the marketing trends you see going forward?
Omni-channel really means multi-channel and today advertising/marketing has to be in a domain where you can talk to consumes and be within his lifestyle and life pattern as we say. It is very important to map each aspect of consumer decision making process, so when he is at home or he is in office how you do influence him to think of movies, how you influence to get your proposition to him. So technically how he consumes today socially and on digital mediums is very important because that’s a medium that he is seeking out to. So can I get my information, first part is how you get the information to the consumer in the manner that would be most acceptable to him. Can I get into his life, can I understand how he consumes, what really ticks him off which is also very important. Lot of people use a lot of so called jargons within marketing & advertising for just the sake of it. So typically if you ask any marketer – do you use digital and social, the answer would be yes, I am on web, I have my own App, I use little bit of Facebook, I use little bit of Google + but that’s not really what is it. The trick really is not to be on your tube, the trick is not only to be on Google +, I think most brand get it wrong there. It is about how you are there, what you are offering and in what way you are offering what you are offering that really creates that hunger from the consumer. That is the only time that you would see that this kind of marketing will being to open doors. I know a lot of brand managers, I know a lot of brands who have tasted this medium and disliked it. It is like trying out a new dish say a Japanese dish and you go to a worst possible restaurant and you will never go again and you will say ‘I dislike this dish because it is not to my taste & liking’. The problem was not really with the Japanese cuisine, the problem was how the chef served that to you, may be that is really the trick. The question is not about being in the social medium, the question is how well you are able to maneuver that medium to deliver what you want in the manner that the consumer wants. There are various decision patterns that the consumer takes from the point he is feeling low or high and wants to do something can movies and PVR and get into his lifestyle. Once he decides that this movie looks interesting, this content looks interesting, can I check weather I will get the tickets, how do you make that kind of decision easy for him, can he book his tickets online, can that be a complete seamless experience, if he gets to the cinema, can the box office & the kiosk be designed in a manner that he doesn’t need to wait. Can I also, when he is there at the cinema, get him to sort of plan for his next trip and the next movie that he is going to be watching, then his on-screen experience, can I package that for him, that he believes that now is the time for him that his 3 hour holiday has begun and I entertain him from the moment the auditorium doors open right till the last minute he is with us. Then get him to exit thinking about the next time he is going to be visiting PVR to watch another film. The more you think about this and deeper you go, you get very simple insights today, which perhaps as a brand that if you could capture and work upon become extremely lethal for you to grow business today.
“It is about how you are there, what you are offering and in what way you are offering what you are offering that really creates that hunger from the consumer. That is the only time that you would see that this kind of marketing will being to open doors.”
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