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

On being asked about AI’s success for performance marketing, Sachdeva focused on the importance of dynamic creative optimisation. “Engagement is the key,” Sachdeva added.

According to Mago, as a brand, the priority lies in distribution across every possible inventory. “Automation is something which should be targeted, as it can make an impact when combined with dynamic real-time creatives,” Mago added.

“In elections, it’s 70% negative content and 30% positive content, on account of keywords and machine learning tools,” Sachdeva said.

On being asked about AI’s usage of elections, Sachdeva said that clients want to target is specific election-based articles but not negative content. “AI helps to remove the negative content and give users the kind of information they need,” Sachdeva added.

“An engine is analysing the data and user base, and then deploying the right tonality. It’s about the stories, not the numbers,” Khanna emphasised.

“When we talk about the effectiveness of AI for advertising, the importance lies in having a lifetime value for users,” Khanna said.

Based on what Khanna said, the importance lies in creating content tonality. “The first thing we need to focus on is the domain, followed by sub domains,” Khanna added.

“AI is a buzz word, right now. For me, AI is not only about how users will act on the Open Internet, but also beyond that,” Khanna said.

“It’s not just about cost per acquistion, it’s also about increasing engagement to drive ROI,” Mago specified.

As mentioned by Mago, after being asked about traditional marketing and differences now, certain traditional ads still resonate with us. “Affinity audiences, language models, and personalisation has come into the picture for marketing, especially with advancements of AI,” Mago added.

“Now, the stage has come for innovation. We aim to focus on editorial articles. We took the keywords, embedded into our tool, and implemented contextual targeting,” Sachdeva stated.

With this, we come to an end with our keynote address. Next up, we have a group discussion on ‘AI in performance marketing‘. For this discussion, we have Karan Khanna, co – founder and COO, Huella Services, Abhishek Mago, chief marketing officer, Travelwings, and Gandharv Sachdeva, country head, India, Hybrid, which will be moderated by Shubho Sengupta, a digital marketer.

“As an ESG brand, the focus for sustainability comes down to environment, society, and economy,” Chawla specified.

In Chawla’s presentation, the focus is on acquisition/customer engagement, retention/community building, emphasis on women & environment, and collaborations/partnerships, on account of building a MarTech brand.

Based on Chawla’s statement, GreenCell Mobility has a 96% on-time departure.

As stated by Chawla, 72% of Indians travel everyday by buses, specifying on the need for an e-bus ecosystem.

“The worldwide marketing sector is worth $325.7 billion and is expected to grow by 20% within 2030. The top business objectives using MarTech are brand loyalty and brand building,” Chawla said.

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First up, we have the keynote address, titled – Building a brand via technology. It’ll be conducted by Devendra Chawla, MD and CEO, GreenCell Mobility.

As per Rajan, the summit is an opportunity to network with peers. “In the spirit of innovation and collaboration,” Rajan concluded.

According to Rajan, with the right marketing tools, the possibilities are endless with AI also in the picture.

“Today we stand at a pivotal stage of technology, where data meets design,” Rajan said.

Welcome to the BrandWagon MarTech Summit & Awards! First off, we have Nandagopal Rajan, chief operating officer, Indian Express Online Media, who will give the opening address.

The event is about to kick off!

The event will be starting shortly. Stay tuned!