e4m MarTech League Fridays: Panelists decode marketing automation in the new world
On the virtual roundtable, MarTech industry bigwigs shared insights on marketing automation, including challenges and opportunities
This week’s e4m MarTech League Friday witnessed key industry leaders share their insights on marketing automation and about challenges and opportunities automation offers marketers currently. The topic of the webinar was ‘Marketing Automation In the New World’.
The virtual session had MarTech leaders Abhishek Shah, Chief Marketing Officer, BharatPe; Anuradha Sriraman, Head – Marketing (India), Resulticks; Parasar Sarma, VP - Product & Growth, Wakefit.co; Rahul Singh, Senior Marketing Director, SAP Indian Subcontinent with S Yesudas, Co-founder, Y&A Transformation as the session chair.
Yesudas initiated the discussion: “The channels of marketing kept evolving and marketers had to build a marketing model to meet the customers’ requirements. It is interesting to see where Marketing Automation sits in today's scenario” and posed the first question to his co-panellists on why marketing automation is a game-changing technology. Anuradha replied, “The biggest opportunity that automation offers to brands is the ability to create a customised experience for all their target customers”.
Singh added, “Some form of automation has existed for close to two decades now. Achieving personalization is only possible with the right form of technology”.
On being asked on the opportunities automation offers marketers, Sarma replied, “Every automation that we talk about is concentrated on how to reach the right customer at the right time. It's important to understand the data that works for your business”.
“Customers today want to be treated with a hyper-personalised approach by brands. Understanding the interests of a customer can be achieved through a well-structured marketing automation system”, informed Sriraman.
Putting the spotlight on the challenges in the implementation and adaptation of marketing automation, Shah explained, “The first thing we do when a customer visits our platform is to educate them through various pop-ups. These messages are pushed in a storytelling format through a combination of images/ GIFs/ Text”. He added, “People buy emotionally and try to justify their purchases logically. Stories woven on digital platforms have the ability to create an impression and need”.
“Almost all programmatic systems are interlinked. One thing which I see evolving is the link to consumer data. The reach and engagement with the target audience will only increase when this consumer data is mined well”, emphasized Sarma.
Singh pointed out, “One of the outcomes of automation is that there will be a lot of independence. It is hard to predict what will happen in the long run but I expect the dependence on agencies to reduce in the short term”.
The panellists reached the end of the session by focusing the discussion on if marketing automation is currently under-utilized and how optimal optimization can be ensured. Shah said, “Marketing Automation is here to stay and for now the system will help to reach the right customer through the right communication. This process will evolve with the changing needs of the consumer”.
Speaking on similar lines, Yesudas said, “Marketing automation is here to stay. For me, more than automation, it's really about transformation. Automation is good but brands shouldn't forget about the customer connect”.
Sarma emphasized on filtration of the process of marketing automation. He added, “Marketing automation will also have to go through a filtration process to find out what does and doesn’t work for the end consumer”.
“It will be interesting to see if a marketing automation system will be able to deliver results on the basis of empathy. Time will tell as there is no replacement for creative human thought”, concluded Sriraman.
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