AbsolutData CEO addresses Global Direct Marketing Community at DMA07December 20th, 2007 - 10:42 pm ICT by admin
New Delhi, Dec 20 (ANI-Business Wire India): Anil Kaul, CEO, AbsolutData Research and Analytics, recently addressed the attendees of the Thought Leadership Series at DMA07 (Direct Marketing Association’s annual conference) in Chicago, USA.
DMA07 is the largest annual global marketing event in US, attended by over 12,000 marketing and advertising professionals. Anil, an ex-McKinsey consultant, believes that free flow of intelligent information, outsourcing, off-shoring and commoditization will be the major marketing impacts of a flat world.
Flat world, as explained by Thomas Friedman in his book ‘The World is flat’, is a metaphor for the fact that the global playing field is being leveled. With today’s technology, physical boundaries such as geographical distance are becoming less and less restrictive in the way business is done.
Anil explained how marketers can leverage the free flow of intelligent information and resulting marketing insights to gain competitive edge. “In a flat world, intelligent, analyzed information can be developed anywhere in the world and shared with any other part of the world. The marketer can outsource internal functions, and rely on vendors across geographies for delivering “part” instead of whole projects. A natural outcome is development of a new breed of vendors who function as an extension of the client team resulting in a greater focus on partnership”, said Anil.
AbsolutData, a company founded by Anil, is one such leading provider of Full Service Market Research & Analytics solutions to global companies impacting their strategic marketing decisions. He believes that the flattening geography has maximum affect on analytics and research functions of marketing. In this scenario, the marketer gains by getting better marketing intelligence, faster turnaround and lower cost with expanded resources.
Predicting a significant increase in the off-shoring of a number of marketing functional activities, Anil said, “There will be an influx of a large number of talented and analytically sophisticated resources into marketing. Data driven marketing will become easier to implement and the speed of delivery will be greatly enhanced.”
Anil concluded his talk by saying that India plays an important role in flat world marketing, boasting of a highly skilled professional talent pool, proficient in English, analytical expertise and good project-management skills. The country also has a flourishing offshore IT services and BPO sector. He told the audience that China and Eastern Europe are also emerging as key players displaying huge potential. (ANI)
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