BrandWagon MarTech Summit & Awards 2024 Highlights: Changing times, changing minds – New Outlook for faster and better ROI

“The focus should be on understanding consumers, by collecting data,” Tiwari explained.

“In today’s world, the story of money is only glamourous. Today, we live in a world of ongoing conversations, which focuses on two-way communication,” Chopra said.

As per Tiwari, the reality of lending sector is that everybody is into collection. “If one wants to create a connection with consumers, it all comes down to storytelling. A consumer should get the ease of communication,” Tiwari added.

“It’s important to focus on the niche. Content plays an important role in this regard. Delivering content through database tools is vital,” Jain said.

According to Patnaik, data has helped marketers targeting easy, on account of reports around consumer receptiveness. “Data becomes the cusp, when you target based on regions,” Patnaik added.

“Data-led content’s approach is much more personalised. In the current scenario, content can be approached through various mediums, with video format being the most prevalent,” Gopalan said.

Next up, we have a panel discussion titled ‘Data Driven Content marketing‘ with Jitendra Gopalan, general manager – CRM, customer lifecycle management and loyalty operations, Medanta, Goldee Patnaik, vice president, India communications and marketing head, Itel India, Aman Jain, chief marketing officer, GyanDhan, Ashish Tiwari, CMO, Home Credit India, and Carina Chopra, head – marketing, Lightspeed India. The moderator for the session is Jose Leon, CEO, dentsu X India.

“Lot of consumers are taking action to put pressure on the industry to move away from tracking. The biggest driver of it are the regulations with India coming up with some of its own,” Seelamsetty stated.

According to Seelamsetty, cookies are unreliable. “The control is in the hand of consumers,” Seelamsetty added.

With this, we come to the end of our panel. Next up, we have another standalone session on ‘Innovation in Advertising: Embracing the Cookieless Era’, which will be hosted by Raghu Seelamsetty, founder, Escape Velocity.

“Voice will be a big trend in marketing, along with channeling it for the right kind of usage. Secondly, the focus should lie on AI video formats, which will help with personalisation for everybody,” Pawar concluded.

“Use automation for getting very speedy input from consumers. Secondly, the use of AI for marketing, so that one can ‘do more with less'”, Bhattacharya stated.

As stated by Bhattacharya, one should personalise as much as possible. “There’s a lot of qualitative data,” Bhattacharya added.

“Automation allows one to do personalisation at scale. One should focus on customer being the center point,” Pawar mentioned.

“The automation journey has sponsors from the highest level,” Bhattacharya said.

Bhattacharya stated that the philosophy is to understand the customer, which can be done through data from multiple sources.

According to Pawar, there’s a lot of first-party data which is dependent on behaviour, that can make the most out of the given data.

“If one doesn’t have first-party data then can the platform incentivise the customer to share that? In certain industries, one can make do with second-party data. For a lot of industries, this is a challenge,” Bhattacharya explained.

According to Bhattacharya, marketing automation will be important for consumer-oriented behaviour. “The importance of this topic depends on the industry. The fundamental underlining point for automation is personalisation,” Bhatttacharya added.

“Marketing automation is the way of life,” Pawar said.

The event will be resuming shortly! For the first session of our event’s second half, we have a fireside chat on the topic ‘Marketing Automation’. The speakers of the session are Ashish Pawar, head – marketing, Tata Asset Management, and Abhijit Bhattacharya, chief marketing officer and senior VP, DLF Limited, which will be moderated by Prashant Mathur, vice president – customer strategy, Merkle.

With this, we break for lunch. Please stay tuned for the next half of our event!

BrandWagon Select is a program, in collaboration with dentsu.

“The pace with which we learn and adapt also needs to change. BrandWagon Select is a platform to enable access to best practices for the marketing professionals and organisations looking to grow revenue, audience, and brand amid profound market change,” Sindhwani highlighted.

According to Sindhwani, every new piece of technology brings a set of challenges. “People need to adapt to every new piece of technology for being able to grow,” Sindhwani added.

“We have conceived the BrandWagon Select initiative that will be rolled out in the upcoming days, to benefit marketers,” Sindhwani said.

Next up, we have a standalone session for ‘Launch of BrandWagon Select’ by Sanjay Sindhwani, CEO, Indian Express Online Media.

“The companies need to be more compliant and they should keep the information gathered from the users private,” Chaturvedi concluded.

“Generative AI is not new. The companies like Google and Facebook have been using it for ages. Now that it is getting personal, people feel it is becoming intrusive,” Arya said.

“AI is reading data and the consumer mindset. There is no way to be completely private,” Dayal added.