Today’s Technology-led marketing landscape has created complex layers of challenges for marketers and agencies alike. Navigating through the data-laden maze of new-age marketing has also provided hitherto unexplored avenues for traditional or legacy marketers and given a jump-start to younger brands.
However, the marketing technology ecosystem faces several challenges that makes easy adoption difficult.
The exchange4media Conclave will address these challenges as well as explore opportunities with this year’s theme ‘Making Technology Work For Marketing’ on 8th October in Mumbai. Sir Martin Sorrell, CEO, WPP Group is the Keynote Speaker this year while Arnab Goswami, President-News and Editor in Chief, TIMES NOW and ET NOW will address the inaugural session, some of the other eminent speakers include Mike Amour, President APAC, Starcom MediaVest Group; Nikhil Kumar, South Asia Bureau Chief, TIME Magazine and Saugata Gupta, MD & CEO, Marico.
This year the keynote speaker is WPP Chief Sir Martin Sorrell. Other speakers include, Saugata Gupta, Managing Director and CEO of Marico and Mike Amour, President, SMG APAC.
Tim Andree, Executive Chairman, Dentsu Aegis Network & Executive Vice President, Member of The Board, Dentsu Inc says technology is growing & developing which creates confusion. “It’s the ability to mitigate this confusion which is important. Cost of confusion is very important for brands which can be turned into an opportunity.”
This opportunity exists in every sphere of marketing, from creative, social media to mobile. Technology-enabled companies have been at the frontier of 21st century innovations.
Karthi Marshan Senior EVP & Head - Group Marketing, Kotak Mahindra Bank says, “Creative technologists are the path of the future. Marketing teams preliminary have to learn about technology. We might not primarily learn how to code but definitely have to respect & appreciate the power of technology & a constantly open minded appreciation about what the next app can do. How can that app help my business?”
Reaching the right customers, analysing their buying behaviour and customising according to their needs has been fostered by data analytics. Digital media no longer remains an extension to traditional media plans.
“Technology cannot be marketing or advertising but it will play an important function of enabler. Technology has two important functions to play i.e. reach & engagement. Today 10% of the advertising spend is on digital media. Tech cannot be creativity but creativity can be escalated through technology,” remarks Chairman and MD of Madison World, Sam Balsara.