In this discussion with Santosh Abraham, Lead Analyst at Research NXT, Meera clarifies how BigBasket is more a retail company that happens to be online than an ecommerce website. She emphasises that since BigBasket is an online company, product and technology play a very critical role in the customer journey. She talks about how her organisation uses ATL in a big way for creating awareness and generating demand, but ultimately relies on the digital marketing team for the final leg, conversions in the form of orders placed online.
She explains how analytics has made the digital platform so granular and detailed, allowing marketers to map a consumer's online behaviour and come up with innovative offerings like the Smart Basket, which makes online shopping a quicker and smoother experience. She clarifies how the term marketing technology is not just limited to digital marketing but has a much wider scope of activities under it. Meera also shares how the marketing technology stack of BigBasket is structured currently, what activities are conducted in house and which marketing automation solution they are using off the shelf.
Meera Iyer is the head of marketing at bigbasket.com. She is responsible for planning, development and execution of all marketing strategies, communications and PR activities for bigbasket.com across ATL, BTL and digital. Overall, Meera ensures that the right mix of marketing spend is being used to grow the business. She previously led all the innovative work for Dove and Pears (Unilever) in South Asia as its Regional Brand Manager, overseeing new product insights and ideation, concept refinement and validation, followed by project management to see the prioritised ideas through to a successful commercial launch.
Before adopting any marketing technology it is important to genuinely understand the needs of your customers.
