MICA HOSTS LECTURE BY MD OF GOOGLE ON ‘DIGITAL 2020’ | Press Release

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Ahmedabad, December 03, 2015

Wednesday evening saw MICA students eagerly gather at the Mani Aiyer Auditorium in the MICA campus at Shela, to attend a lecture by Mr. Kiran Mani, the Managing Director- Global Client Solutions, Google. This was the fourth lecture organized by the student-run MLS (MICA Lecture Series) in this academic trimester. The session which was eagerly looked-forward to, started at 6 PM, with a packed auditorium.

The hour long lecture covered wide-ranging subjects from digital innovations, media planning, nature of marketing to spirituality and mythology. Drawing from his extensive on-field work experience, Mr. Kiran Mani enthralled the students with fascinating thought experiments and examples while explaining latest trends in the digital sphere internationally and hinting at where marketing as a field is moving towards.

The lecture was based on the theme of “Digital 2020: What To Expect And How To Be Prepared,” and explored issues like the changing nature of marketing and the opportunities presented by the exciting world of digital communication. “A lot of us did not notice it, but 2014 was a pivotal year in the history of mankind. It was the year when the collective computing power exceeded the collective brain power of the people. It was a peek into a world that is just beginning.”

Mr.Kiran Mani introduced the idea of a future as a world ruled by benevolent machines, with power equations reversed, where machines transcend all the limitations of the human brain. “I am sure of a future where our children will all live up to the age of 150 and beyond. A small chip under the skin or a mere contact lens can predict diseases in their initial stages. Given that 95% of diseases can be cured if identified early, such a technology will drastically change the face of healthcare in the future.”

Venturing into a thought experiment, Mr.Kiran Mani said, “The single biggest invention that holds back mankind is wheels. A world without wheels presents us exciting opportunities to exceed capacity.” Talking about the recent trend of CMOs being inducted as CEOsin big companies, Mr.Kiran Mani opined that this is a reflection of how much digital communication is disrupting every concept of Marketing. “In the next 5 years, ways of doing business will change. It is because, today we don’t buy products; we buy into ideas. Marketing is no longer just about communication. The world has the habit of boxing creativity into communication. It is amazing how much design can do and the digital revolution has shown us how to break the barriers around creativity.”

Mr. Kiran Mani urged students to come out of the perception of marketing as mere ad-making. “The days of branding are over. Brands of today are built real-time- by satisfying sales needs on a daily basis. It is high time we started looking at marketing through the lens of product design as well. With 99% of the world approaching everything from a scientific perspective, CEOs of the future need to perceive marketing in an innate sense.

As the lecture proceeded, Mr.Kiran Mani identified three major game changing trends in marketing globally. “Mobile is not a trend-in-the-making. It has already happened. Today, over 50 billion devices are digitally enabled. In five years, with the advent of Internet Of things, this will rise to 5 trillion devices, sending out some form of signal for marketers to make use of. Such a magnitude of data requires a sturdy technology to integrate them and act as a backbone.”

He listed out the three important areas to watch out for in the immediate future as standardization of platforms, a dashboard-type technology to process information, and the emerging field of Precision Marketing, which is touted as the future of media planning. He also explored the social ramifications of an exceedingly digitized world, by referring to the differences that will be caused by the so-called ‘digital divide.’

On how to equip ourselves for the future, he said, “It is easier to solve large problems than small ones. To provide a strong solution to any problem, maximize it to the extreme and then solve it. Today’s graduates have big dreams, but poor ability to do things on the ground and get their hands dirty.” He then described the theory of abundance and urged students to harness opportunities rather than trying to defeat peers.”

Following the impactful lecture, students asked questions ranging from ownership of data, evolution and the necessity of a general marketing philosophy and the rapidly shifting role of a marketer. “In a world where entire products are made from user insights, marketing is a skillset required in every field,” he said.

About MICA

Established in 1991, MICA is the first residential institute in the country and perhaps in the Asia-Pacific region, dedicated to creating Leadership in Strategic Marketing and Communication.

Its spirit lies in its grasping of contemporariness, addressing the needs of an ever-changing environment. The MICA brand assures effective delivery of Strategic Marketing and Communication solutions to the industry, government and community.

Today, it is the alma mater of professionals serving in leadership positions in some of the best known companies in India and the world, in marketing, brand management, research & analytics, advertising, media, digital and other strategic marketing and communication-driven businesses.

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