The digital transformation has shifted the consumer landscape. The approach to media and marketing needs to evolve and be redefined to cater to these complex changes. No more can we solely focus on traditional channels, we now need to understand the intricacies and complexities that digital brings. This fact was underlined by Andrea Bernhardt, Global Media Director, Reckitt Benckiser, who spoke about how Reckitt Benckiser is paving a leadership role as far as the use of data and technology is concerned.
The growing variety of online channels is escalating the adoption of marketing automation and MarTech is being hailed as the future of marketing, across start-ups to the Fortune 500 companies. As marketers grapple with the changing dynamics, understanding the breadth of marketing technologies and how organisations can effectively integrate them into their marketing strategy and operations is becoming critical. Alokedeep Singh, Head, Ecommerce, Titan, thinks that MarTech should be an integral part of the business agenda. He said, “MarTech is very important not just from a commerce perspective but for digital transformation to take place in the true sense. It helps to connect the offline and the online. For any marketer or CMO, MarTech should be an important component of the business agenda.”
To stay differentiated in today’s digitally connected world, marketers must deliver contextual and insight- driven engagement with customers. Brands that understand this have been able to lift and scale performance marketing outcomes. With the emergence of Big Data and AI, marketing is able to create seamless Brand experiences for its consumers. Highlighting these facts, John Gallagher, IBM Global Head Performance & Programmatic Marketing, believes that artificial intelligence will never be a substitute for human intelligence as far as the use of marketing technology is concerned. In his view: “AI augments in many ways the human being. It actually frees up the individual to bring their aspects of human intelligence to the benefit of the marketers. As far as India is concerned, it has a technological advantage and increasingly businesses here are adopting the use of AI to better understand their business targets and the trend is going to grow even more in the coming time.”
A smart CRM helps with the information you need in a way that you can use it. An ideal CRM offers you a solution to simplify your processes and gives insights into running your business, underlined Manisha Rana, Chief Marketing Officer, Koovs.com
The above views were expressed at the ongoing ad:tech 2017.