Alan Herrick, Chief Executive Officer of Sapient, the world'slargest interactive marketing firm, spoke to BT's Kushan Mitra abouthow online marketing is changing its India growth plans.
The way technology is changing marketing is shocking. This isalready a trillion-dollar industry amidst a massive change. In Indiawe have people in the technical space and we also have a studio thatis in creative production for digital marketing. What we want to dois to bring more and more creative capability into India.
We recently won an award at Cannes for a smileactivated ice-cream vending machine, where you walk up to the machine and smile.If your smile is big enough - it actually measures the amplitude ofyour smile - it vends you a free ice-cream bar and it simultaneouslyclicks a picture of your smile and uploads it to Facebook.
The whole convergence between the digital and physical world isjust starting to happen. There has to be an integrated marketing andcommerce process and the first part is to integrate the marketingprocess - web, mobile, kiosk and the second part is online commercewhich is part of that experience.
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