Vyoma Pandit, Co-founder Flow Realty opened the discussion stating, "There is a whole shift happening from pure play offline marketing to a healthy mix of offline and online marketing. In the last decade real estate has seen the advent of many more digital companies and more matured ways of using Google, Facebook and YouTube. It was also one of the trickiest decades given the occurrence of demonetisation, GST, RERA, NBFC crises, and Covid. Yet, the digital market has been steady and constant."
Srinivasan Subramanian, Executive Director, Koncept Ambience elaborated, “Prior to the digital era, the marketers used static media such as print, outdoor and radio. From my point of view digital transformation happened from 2014, but overall digital transformation happened 2-3 years prior to Covid. The pandemic, to be honest gave us the realisation that we have to do it differently. Digital gives the flexibility of marketing the project in an efficient way on minimal budgets with inclusive media planning.”
Avinash Suresh, COO, Arvind Smartspaces Ltd added, “More than macro-economic factors there are some other factors that have impacted digital over the last 10 years. First is the evolution of the platforms themselves. As google evolved and SEOs got better digital marketers had to start thinking how to create better content to get better ranking. In 2014, Facebook launched lead ads and that’s when people understood the power of data and they figured out how to get strategies around it. Later we started consuming voice and videos. Once we started doing that influencer marketing started evolving making digital marketing interactive.The penetration of mobile phones and the usage of data on mobile phones has o vertook the consumption of data on laptops. Now, digital marketers are making content adaptable to mobile phones."
Azaan Feroz Sait, Founder, Safina Ventures & Founder & Chief Happiness Officer -The Hub shared, “Access to capital was the biggest barrier to building businesses in the last decade. Today it’s based on knowledge and creatively. Everything is on YouTube and literally freely available. These levellers have fundamentally changed the way in which marketing will be done in the next decade. The big brands will use ROI-based digital marketing initiatives but the secret weapon for smaller brands is to do pure-play content marketing where the content should serve the consumers.”
Vishesh Kaul, Chief Information & Digital Officer, Prestige Group concurred, “Digital has offered equal opportunities to everyone and it is continuously evolving. While small businesses are finding avenues on the digital platform there are new avenues that will keep on emerging and the customer will start moving to those new avenues. Explosion of newer platforms to advertise will force the companies to think where to invest their money to get the best returns.”
Srinath Kandala - Co-Founder – PropVR talking about new technologies said, “AR, VR, and AI have taken a huge leap in last five years. Developers spending on creating a rendering video and 3D models are moving to Web 3 and metaverse that are making marketing interactive and collaborative. Devices are getting launched such as mixed reality glasses and real-estate search is going to be completely 3D in next few years.”
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