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e4mIDMA Tech Manch 2017: Experts discuss the art and science of marketing

Tech Manch 2017: Experts discuss the art and science of marketing

Author | exchange4media News Service | Friday, Jun 16,2017 4:08 PM

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Tech Manch 2017: Experts discuss the art and science of marketing

The Tech Manch Digital Conference 2017 is being held in Mumbai today. Global experts from fields such as digital media, social media, and pure play marketing are part of this day-long event that combines knowledge seminars, power packed sessions and awards.

Speaking about the continued success of IDMA over the years, Anurag Batra, Chairman and Editor-in-Chief, BW Businessworld and exchange4media talked about how this platform has been bringing the industry together and creating a new milestone every year.

In his keynote address, Jeffrey Dachis, CEO and Founder, OneDrop spoke about the story of success from transactional to transformational in digital marketing. Highlighting the importance of digital and social for brand marketing, Dachis said, “Currently brands are spending over $1 trillion in marketing and only $230 billion of this goes to digital mediums. This is going to change in the coming times.” He also stated that 78 per cent users online looked at recommendations before making a purchase, and that machine learning and data analytics will impact marketing in a big way in the times to come.

The second keynote was made by Neeraj Kakkar, Co-founder and CEO, PaperBoat—Hector Beverages, who spoke about bridging the gap between ancient wisdom and the convenience of technology. He also underlined the importance of authenticity in marketing and shared how PaperBoat has created a successful brand by keeping the focus on authenticity and consumer interest.

Talking about mobile marketing in 2018, Pawan Sarda, Group Head Digital, Future Group said, “Data is everything, especially when you want to be sharp with the audiences. Data can be of big help if data collaboration is practiced as far as mobile marketing is concerned.”

The highlight was the keynote address by Jeff Bullas, Digital Marketing Influencer, who spoke about the key pillars for digital marketing success.

Speaking about the importance of long term planning in digital marketing, Bullas said, “I would say that digital marketing is a marathon and not a sprint. Most importantly, marketers need to think like publishers if they want to get the best results.” He also added that with technology innovations, the sales process has not changed, just the medium has. “I would say that content is the new salesperson now and marketing is an art and science, and it needs to be practiced with the same belief,” stated Bullas.

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